The issue of the reliability of cookie-based tracking is perhaps one of
the most important issues for affiliates and always has been.
marketing operates on the basic assumption that the sales affiliates
refer to advertisers are tracked and reported correctly.
Advertisers will have a set of key metrics which they measure the success of their campaign against. Typical metrics include but are not exclusive to: new vs. existing customer %, average basket values and lifetime value of customers.
These metrics will vary from advertiser to advertiser to be in line with their core strategic objectives.
As the affiliate channel continues to become more sophisticated, it is
becoming increasingly difficult to categorise affiliates based on their
With boundaries becoming blurred, affiliates should be assessed on their individual merits rather than grouped by their traditional category.
In her recent post on Econsultancy, Helen Southgate, the chair of the
IAB Affiliate Marketing Council discussed the myths associated with
attribution within the affiliate channel.
She rightly pointed out that
the affiliate market is not looking for an alternative to the last
If you are an affiliate manager you face something of a dilemma: how to
attract a range of good quality affiliates to your programme without
becoming bogged down in managing the issues that this multitude of
relationships may present?
Affiliate marketing is something of a bottomless pit: it is not a question of performing a set number of tasks; there is always more you can do, which can very quickly swallow up a large amount of your time.
With 51% of mobile users in the UK having already interacted with
m-commerce, there is significant opportunity for
advertisers who embrace the channel.
Previously, I investigated the development of mobile commerce through the affiliate channel, analysing the data for the first quarter of 2011.
As we enter the third quarter, it provides an opportunity to study the growth trends demonstrated throughout the second quarter.
Previously I investigated the change in affiliate promotional type
across the network.
This post examines how this varies across three sectors and highlights
the reasons behind this.
What do advertisers want to see from their affiliate programmes?
Generally speaking, they ask two things: firstly, that the largest
possible proportion of their affiliate base is active in driving sales
revenue; secondly, that there be a constant feed of good quality new
affiliates coming onto the programme to actively promote them.
As competition in the affiliate marketplace intensifies so advertisers
should be optimising their campaigns wherever they can.
An obvious, yet
often overlooked, place to start is click to sale conversion rate.
Throughout the past six years, there has been a significant shift in
the promotional methods used by affiliates to drive sales to merchants.
It is important to understand how and why this shift has occurred and
ways advertisers can implement strategies to engage with all affiliate