Kally Sleep: a 6% increase of affiliate ROI
There was large uncertainty about the incremental value of affiliate publishers. Kally Sleep had no insight into the true performance of its affiliates. Both the affiliate network (Awin) and Google Analytics were reporting on last-click attribution, giving the merchant only last-click data. And according to Kally Sleep, last-click is not the method to measure sales performance.
With a simple analysis done with the Odyssey Attribution tool, the Kally Sleep team quickly noticed an extreme overvalue of the revenue generated by Awin incentified publishers. In total there was an over-attribution of 75%. For all the content publishers it was clear that they were attributed significantly less revenue by the affiliate network.
