‘Understanding Incrementality In Affiliate Programs’ – ‘Business 2 Community’ Article
Robert Glazer says, “Right now, “incrementality” is a hot word in online affiliate marketing. According to our friends at Affiliate Window in a recent blog post, incrementality “consists of sales that an advertiser would not have obtained without a publisher’s contribution”. That means that incrementality measures more than just new customers — it is about sales that result from your marketing efforts through media partners that may not have happened otherwise.
To measure incrementality, it is vital to get a complete picture of where your sales are coming from, why they are happening, and which channels are making them happen. When used correctly, incrementality can also show you exactly which efforts are buying you new customers and which are simply targeting the customers you already have. And for an affiliate program, it can help show you exactly where your dollars need to go — and which affiliates can turn them into the biggest boost for your bottom line“.
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