Omnia Announces A New and Expanded Ambassador Attribution Credit Model

Omnia is adding more ways for Ambassadors to earn tackle credit through the Omnia platform.

Previously, Ambassadors would only earn credit if someone purchased a product by adding it to their cart from a fishing report. With Omnia's new, expanded model, Ambassadors can earn credit in more places that use their fishing report expertise to make product recommendations. Now, the more Ambassadors file reports and the more products they recommend, the more they earn tackle credit with Omnia.

• Omnia has rapidly increased the number of places where your fishing reports are fueling recommendations. These include top product feeds and kits on lake pages, state pages, the homepage, and even product detail pages.
• Omnia is now tracking which fishing reports were responsible for top product placements and it's common that top product placements are there because they were mentioned multiple times. When the bait was recommended is key.
• Sometimes top placements are attributed to multiple fishing reports that mention the same products and demonstrate a trend in an item that is working for multiple Ambassadors.
• In some top product recommendations, Ambassadors will split the credit with another Ambassador because they both recommended it. They'll both still be eligible for more credit from another sale, up to the total amount you can earn based on your Ambassador level.
• At initial launch, the number of transactions that added an item to a cart and were influenced based on a fishing report more than tripled the number of daily credits we issued - and that number is climbing.

Omnia is constantly working to make sure customers see those top recommendations based on the lakes they fish. An increase in both traffic, views, and location of products you mention will lead to a rapid increase in number of credits you'll earn as an Omnia Ambassador.

A Message from Omnia CEO Matt Johnson:

"Credit for a sale is not just limited to purchases directly from you fishing reports any longer.

We're expanding the places on the Omnia site where you can get credit for influencing a sale as an ambassador. If a product you mentioned in a fishing report was included in helping to build a kit or as a top suggested item on a state or lake page, you’ll have more opportunities to get credit for the sale, based on your ambassador level. We've expanded our top products and essentials lists on lake pages, state pages, and even on the homepage to make tackle recommendations to Omnia customers.

We're now tracking what fishing reports resulted in ranking those top product recommendations and giving credit back to the anglers that filed the reports.

Our motivation for this expanded attribution is based on 4 key groups we hope to benefit:

Our Customers: This is good for our customers who need help shopping for tackle and want product recommendations. We want shop-by-lake to represent the digital experience that exceeds any in-store help you could ever receive. We believe that by doing right by our Ambassadors and sharing in the sale with them will result in more quality fishing reports and improve the Omnia platform over time.

Our Ambassadors: It's good for our Ambassadors who have knowledge of the lake and can provide assistance in making product recommendations through fishing reports and content. Those experts should be able to offset their tackle purchase costs. Ambassadors can also represent their brands and demonstrate their impact as we build this system together.

Our Brands: Quality brands who build quality products for specific techniques, species, and lakes or regions should be well represented in the commerce side of fishing. When brands are represented and people make purchases because baits and gear work and have been tested in the field, those brands thrive and continue to innovate for the future. This drives the future of the sport forward.

The Industry: We believe that if anglers get the right gear, experts on lakes are recognized, and quality brands see growth and gain new market share, the industry will remain healthy for a long time.

We're excited about expanding our attribution, making even better tackle recommendations, and the future of the sport of fishing that we have a responsibility to support."

How It Works

Here's an example:

A customer navigates to the Mille Lacs Lake Page on the Omnia site. Scrolling down to the "Top Baits" section, the customer purchases a product from that carousel. Since these product recommendations were derived from fishing reports filed on Mille Lacs Lake, Omnia will use specific calculation methods to determine which Ambassador(s) will receive credit for this sale.

Another example:

A customer navigates to the Minnesota State Page and purchases a product from the "Popular Products" carousel. The Ambassador(s) who filed a fishing report that resulted in that product recommendation will earn Omnia credit.

How much credit will you earn?

Ambassadors will receive either full or partial conversion credit - full credit will be issued if the Ambassador is the only Ambassador that influenced the purchase. Partial credit will be issued if more than one Ambassadors' fishing report influenced the purchase. Partial conversions will earn half the credit eligibility per the ambassador's level. For example, if a bronze or silver ambassador's fishing report influences a purchase, they will earn $2.50 for partial conversions and $5.00 for full conversions with regard to their credit limit per fishing report. Gold ambassadors will earn $5.00 for partial conversions and $10.00 for full conversions. A single fishing report can earn up to two (2) partial conversions, so long as the credit limit has not yet been reached.

We're utilizing fishing report information to make product recommendations on numerous pages across the Omnia site. With over 20,000 fishing reports, Omnia uses specific calculations to give the credit to the right Ambassador. Now, successful sales across the entire Omnia platform result in anglers earning more tackle credit!