Why are few CMOs given command of CX? Are you selling ‘stuff’ or selling experiences? Affiliate marketing is unique in being the only manifestation of the discipline in which affiliate marketing roi measures at least some kind of data.
Payment is made on a per sales basis so it’s requisite that brands measure activity or they wouldn’t know what to pay. But despite this situation, an econsultancy report indicates that a worrying three quarters of organisations currently fail to consistently translate any of their marketing data, whether affiliate-driven or otherwise, into actionable insights. Affiliate marketing generates vast quantities of data, but the big question is how people then act on that data. So if they establish whether this ad is more effective than that one or if that partner is doing better than the other, what are they actually doing about it? The idea is to use such data in the most effective way possible in order to optimise performance.