Q: As an analyst, what are you looking for when reviewing a client’s performance?

A: Naturally, my eye will gravitate towards deltas in performance data – differences are where we find the most insights. This may mean different growth rates for different products, publishers showing variable approval rates for different products, or shifts in click traffic growth over time.

Q: Can you give some examples of optimizations that you might recommend based on trends that you see in the data?

A: Where possible, and where publishers can optimize on said data, providing publishers with clear knockout criteria to use in deeper media targeting can introduce strong improvements in program performance and drive approval rates up with low cost. 

Q: What do you hear most often when working with publishers?

A: Additional data on the ‘why’ behind decisions on applicants – to be able to see deeper than just the decision. This information can often be used to build better traffic models for the publisher, to ensure that they are driving the most qualified consumers possible to an offer, which (in theory) helps both improve Publisher EPC and Advertiser approval rates. 

Q: What trends do you see happening in the financial services industry that may impact how brands manage their affiliate marketing programs?

A: To optimize their programs even further towards high-LTV consumers, to avoid consumers who are potentially gaming the system, and to encourage a positive mix of revolvers/transactors for the overall consumer portfolio. 

2.5 Benefits and 5 Techniques that Add Value to Affiliate Networks

Proper Tracking and Crediting

• ITP 2.2 Compliant and Supports Parallel Tracking
• Attribution Options Which Support Program Goals
• Social and Influencer Technologies Available (cookieless tracking)
• Cross Device Tracking to Bridge Devices and Browsers
• Fraud Protection to Ensure Legitimate Relationships Prosper

Relationship Management

• Network Advocate Who Understands Your Brand or Promotional Method
• Communicate Program Goals Clearly
• Meet Regularly with Network and Partners
• Leverage Network Knowledge to Seek out New Partnerships
• Be Authentic—Ask, Listen, Surprise and Thank

Technological Efficiencies

• Use Network Technologies to Automate Labor Intensive Tasks
• Programmatically Enforce Program terms Through Network
• Use APIs and Affiliate Pixel Integration to Integrate with Network
• Stay on top of New Network Technologies and Functionality
• Speak Up (Loudly and Often) About Requested Technological Improvements or New Ideas

Diversification Support

• Communicate and Celebrate Your Differences
• Seek Out Relationships That Will Prosper From your Strengths
• Target Affiliate Type or Merchant Category Based on Program APIs
• Look Beyond Affiliate Type or Merchant Category
• Recognize That Diversity Takes Time
  
  

Optimization of Program

• Use Network Data to look Deeper Than Overall EPC
• Empower Your Relationship Partner with Data from Network
• A/B test to Optimize on Creative, Promotional Source, Day and Time of Week, Device Type, etc.
• Merchants Should Strive to Align Commissions and Revenue
• Shift Time Towards More Profitable Ventures
  

3.Taking Affiliate Worldwide: Top Tips for Global Program Success

Data
According to eMarketer 60% of all ecommerce is coming from APAC, with China playing the dominant role along with fast-growing markets such as India.

A 2018 PayPal cross-border study revealed that 54% of shoppers located in Australia have bought from overseas.

The Americas, Europe and the Middle East are also strong contenders.

Cross-border shoppers
Cross-border shoppers make purchases in countries/regions outside of their core market. They value authentic products and are price sensitive.

4.Goodbye, Generic SEO Audit – Whiteboard Friday

SEO Audit
An SEO audit is a checklist to see if your site is compliant.
Purpose = improving SEO metrics.

5.Marketers ant more data, analytics, tech for improved personalization

Performance marketing agency Merkle surveyed over 200 North American brand marketers to learn more about their digital priorities when it comes to customer engagement.

Survey respondents indicated they want to invest more in technology, data and analytics, and that email is consistently a valuable channel for customer retention, personalization and gaining customer insights.

Martech is now the single most significant area of investment for marketing resources and programs, with CMOs reportedly spending roughly 29% of their budgets on martech in 2018.

Email address is the highest priority data point to marketers.

Email often falls short as an acquisition channel — but certain tactics will help.

6.How to keep your customers happy| The Economist

One way is to ensure your workers are, too.

A one-point improvement in Glassdoor’s rating (on a five-point scale) translated into a statistically significant 1.3-point increase in customer satisfaction (rated from zero to 100).

As might be expected, the link was strongest in industries where workers have the most direct contact with customers, such as retail, restaurants and tourism.

7.What companies are for | The Economist

ACROSS THE West, capitalism is not working as well as it should. Jobs are plentiful, but growth is sluggish, inequality is too high and the environment is suffering.

You might hope that governments would enact reforms to deal with this, but politics in many places is gridlocked or unstable.

Who, then, is going to ride to the rescue? A growing number of people think the answer is to call on big business to help fix economic and social problems.

Collective capitalism suffers from two pitfalls: a lack of accountability and a lack of dynamism.

The Western world needs innovation, widely spread ownership and diverse firms that adapt fast to society’s needs. That is the really enlightened kind of capitalism.