The global affiliate network Awin has announced an exclusive partnership with the SaaS-based, multi-touch attribution platform SingleView, in order to provide data-led campaign insights.
The announcement was officially made today at Awin’s third annual Think Tank UK conference, held in County Hall, London on Friday.
SingleView offers insight into the customer journey and, unlike traditional attribution modelling, takes a data-led approach in order to determine the corresponding value of key points in a user’s journey.
By analysing transactions and calculating the value of user interactions at different touchpoints in their journey, SingleView makes it easy to recognise the value of every channel used in the customer’s journey, and ultimately maximise conversion rates. The insight provided will help advertisers optimise their campaigns, and change their approach to marketing.
The service uses purely data-led insights, founded on the ‘Shapley game theory’ and adapted for real-life ecommerce environments, to give an unbiased and transparent conclusion, working out the value of every customer interaction regardless of the channel. This allows advertisers to make the correct strategic decisions across all of their channels, and maximise the potential of every campaign.
Paul Stewart, Head of Strategic Partnerships at www.awin.com, said: “The limitations of last click attribution are well discussed, but what is less understood are the pit falls of rushing to implement a model that still relies on subjective opinion. When looking for a strategic partner, here at Awin we were determined to find one that removed subjective opinion and let the data decide where value lies – this is exactly what the SingleView solution does.”
Mark Kuhillow, Founder of R.O. EYE, commented: “When selecting a channel partner, it’s incredibly important to find the right ‘fit’. We have found Awin’s hunger to understand the true value of the affiliate channel overwhelming. Many affiliate networks only look at attribution across their own publishers. Awin’s desire to measure their value against all online activity will enable their clients to see the true value of the network alongside other marketing channels”
