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Prove It: Measuring Affiliate Beyond Last Click
The problem: Affiliate managers are under more pressure to prove incrementality, but MMM, attribution models, and internal BI often undervalue or misunderstand the channel.
Discussion points:
- What evidence actually gets leadership to increase budget?
- How are teams using holdouts, new-customer data and assisted conversions?
- What do you do when MMM says one thing and platform data says another?
- How do you separate “incremental” from “would have happened anyway”?
- What should networks and partners provide to make the business case easier?
Takeaway: Each table leaves with a practical measurement framework, and the three data points they need, to strengthen their next budget conversation.
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