Should Affiliate Programs Be Managed or Optimized?

A webinar announcement that was circulated earlier today by Impact Radius started as follows:

Are you managing your performance-based marketing program when you should be optimizing it?

Great question, and as a speaker on this upcoming webinar I’d like to take an opportunity to touch upon this question in my today’s blog post.

During the webinar, together with the legendary Todd Crawford, we will discuss numerous subjects starting from tracking-related questions (such as deduplication, cookie duration, and others) and on to reporting issues. We don’t have to agree on everything to have a fruitful conversation, and one of the things that I would argue¬†today is that program optimization and program management aren’t, in fact, mutually exclusive.

In my understanding, affiliate program management should be approached with several key tasks in mind. Initially outlined in my “Affiliate Program Management: An Hour a Day” book but also dissected in my recent Affiliate Summit presentation [see my slide deck here], I like to view these tasks as 5 central pillars of a healthy approach to affiliate program management. They are: affiliate recruitment, affiliate activation, compliance policing, communication, and … yes, optimization.

There are numerous ways one may optimize his/her affiliate program’s performance. The 3 key approaches that we have seen yield continuous fruit are:

  1. Replicate your own successes
  2. Employ best practices
  3. Spy on your competition

Working in the above-listed directions equips merchants with knowledge which, when used to craft practical strategy, results in building highly agile (and, therefore, competitive) affiliate programs.

However, as mentioned earlier, when it comes to management versus optimization, it should not perceived as an “either… or…” question, but a “both… and…” situation. Affiliate program optimization is management, or, to be precise, one of the five key components of a holistic approach to affiliate program management.

Of course, the “Comments” area below is wide open for your input/thoughts on the subject.

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