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Big Data Is Shaking Up Old-School Affiliate Marketing

by Per Pettersen  |  
October 17, 2014

Affiliate marketing may be decades old, but it is still a challenge—even for the savviest e-commerce leaders.

Marketers struggle to decipher affiliate performance. Maximizing campaigns to boost an organization's bottom line can seem like a pipe dream to a marketer.

Moreover, identifying and securing high-performing affiliate relationships often prove to be labor-intensive. Analyzing campaign effectiveness is an even more daunting beast.

Until recently, brands have had only one option for affiliate marketing: partner with a network and hand over big cash for the privilege.

Big Data is changing the game, however.

Businesses hungry for real-time, multidimensional insights now have access to the information they need to empower smarter decisions. Big Data analytics help affiliate marketers intelligently credit every conversion, understand the consumer journey, and identify the partners that play a role in every purchase. Big Data puts performance front and center, and enables marketers to reassess their programs for added growth and profitability.

After reading this article, you will have a clear picture of the problematic legacy-network approach with its lack of control, siloed network data, and inadequate analysis capabilities.

You’ll also see that there's no need to panic. Big Data provides a welcome disruption to the old-school model, and good program-management solutions deliver the tracking and reporting information needed to reveal what’s working and what needs to be optimized.

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Per Pettersen is co-founder and CEO of Impact Radius, a provider of marketing attribution and analytics platform for digital brands.

LinkedIn: Per Pettersen 

Twitter: @perpettersen

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