The global affiliate network announced details of their exclusive partnership with R.O.EYE’s SaaS-based, multi-touch attribution platform SingleView yesterday (June 13) at Awin’s third annual conference ThinkTank UK, held at London’s iconic County Hall in Westminster.
Awin’s UK country manager, Ian Charlesworth officially announced the news on the main stage. The partnership will provide data-led campaign insights in a bid to push beyond last-click attribution and both groups are due to work side by side to offer insight into the customer journey, taking a data-led approach to determine the corresponding value of key points in a user’s journey.
Utilising the SaaS-based platform's data-driven capabilities; analysing transactions and calculating the value of user interactions at different touchpoints in their journey, SingleView offers a streamlined process in recognising the value of every channel used in the customer’s journey and ultimately maximise conversion rates.
The service uses purely data-led insights, founded on the ‘Shapley game theory’ and adapted for real-life e-commerce environments to give an unbiased and transparent conclusion, working out the value of every customer interaction regardless of the channel.
According to the official statement, the service and insight will help advertisers to optimise their campaigns while allowing them to make the correct and strategic decisions across all the channels.
“The limitations of last click attribution are well discussed, but what is less understood are the pitfalls of rushing to implement a model that still relies on subjective opinion,” commented Paul Stewart, head of strategic partnerships at Awin.
“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.”
“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,” added Mark Kuhillow, founder of R.O.EYE; “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.”