In this episode of the Affiliate Marketing Podcast, Emma Tett, VP of Agency Innovation at impact.com and co-founder of Affluent discusses the evolution of Affluent. Lee-Ann and Emma look at its impact on the affiliate marketing industry, and the insights it provides for improving affiliate programs.
The conversation covers topics such as: data aggregation, storytelling with data, GA integration, performance-driven insights, and profit margin improvement.
Talking points include:
- The value of time-saving tools
- The importance of protecting evergreen content
- The convergence of influencer and affiliate marketing
Listen in here to this week’s episode…
The time-saving tool you need
Emma and Lee-Ann speak about what Affluent is and does, in case people haven’t heard of it before. Lee-Ann then asks Emma what some of the pain points are that have been solved by building the dashboard in such a configurable way.
Emma replies, “So, definitely when we started and still to this point, I always try and bring everything back to aggregating, automating and optimising. How can we do those things? How can we take as much of that off the hands of affiliate managers, so they can do the actual work? Some of the things that we’ve definitely managed to do that with right at the beginning, it was the aggregating and bringing it all into one place, even before we had automated client reports, we were getting great feedback from agencies that they were able to see their whole portfolio.
“I think it’s amazing how, at this point, people still don’t have that or when we started, they didn’t have that. Then we got into the client reporting and that just takes so much time off people’s hands.”
“I think affiliate managers are unicorns”
Lee-Ann says, “There are a lot of affiliate managers out there that aren’t old school like me – who know how to build macros. But if you’re not an expert on Excel, you could spend hours looking at data and trying to get the insight and the knowledge that you need to make business decisions?”
Emma replies, “I think affiliate managers are unicorns. They have skill sets that are so broad when you consider the different things that they have to understand. The way affiliate can be used in so many different ways, you have to be able to have that broader, full marketing mix approach in order to make the right decisions. But no one can be everything to everybody.
“When we started, we saw a lot of cases where reporting and data was siloed from the actual account managers. They had a person who did reports, or they had a person who did data. Then the account managers were the people talking to the publishers or the affiliates. I didn’t love that. And you could tell the program managers didn’t either, but they kind of had their hands tied. They couldn’t get into the deep and nitty gritty of the data. I hear that much less now. I rarely come across programs where there’s a real silo between the data.”
A look ahead…
Lee-Ann asks Emma’s opinion on the future of affiliate marketing, “Obviously you’re in the thick of it and you’re working with both agencies and brands and publishers. Everybody’s kind of using Affluent at this point. In the middle of that nucleus and in the epicenter of everybody asking you for things, what do you think the big trends are going to be as we move forward into 2025?”
Emma says, “That is always the question. I love hearing people’s answers to that. I don’t think we’re going to be able to avoid AI. Whether we see it make real impacts or not, I think it’s going to be the interesting part of it. So I think that’s definitely going to be there. I think it’s going to affect everybody in different ways from reporting, to content, to analysis, to optimization and things like that.
“The world is waking up to the fact that performance is a technology that you can apply to so many things. We’re not trying to stop you from doing all of those other things. We’re just providing you with a way to track it, to monetize it, to monitor it and to make informed decisions.
“I remember everybody was saying these things when I first joined, you know, the convergence of influencer and affiliate, it’s now actually happening. I’m seeing it. I’m literally seeing it in data in Affluent, where we are seeing both an affiliate and an influencer campaign being run together.”
Listen to find out more about:
- Optimizing Affiliate Programs with Affluent’s Insights
- Performance tracking and measurement
- Data aggregation and storytelling in affiliate marketing
Key segments of this podcast and where you can tune in to go direct:
[21:40] Performance tracking and measurement in Affiliate Marketing.
[24:10] Affiliate Managers – reclaim your Sunday nights!
[31:30] Performance is a technology – bringing performance to the fore.
Coming up on next week’s episode of The Affiliate Marketing Podcast… Vana Han, Head of Global Affiliate for TikTok for Business.
Vana also joins our panel of Speakers at ELEVATE 2024!
ELEVATE Summit 2024 – LONDON
Where Lead Generation and Affiliate Marketing collide, ELEVATE launches as an in-person conference for the first time, in London 16-17 September.
Limited Tickets Remain! GET YOUR TICKET HERE
Tickets to this two-day conference at Park Plaza Westminster Bridge, include:
- Full two-day conference and keynote speaker line-up (Learning from the best in the industry)
- Access to specific Masterclasses helping you level up your performance and skills development
- Lunch and Refreshments FREE on both days
- Networking and Exhibitor Area
- Matchmaking meet-ups
- A Social Networking party
Discover the Future of Meta at ELEVATE 2024: Affiverse Announces Meta as the Keynote Speaker for ELEVATE Summit 2024 in London. Read our blog.
Don’t miss your chance to be a part of this groundbreaking ELEVATE summit and take your performance and lead generation marketing efforts to new heights.
Secure your ticket and learn with industry veterans what’s new and trending in the Affiliate and Lead Generation worlds – today by clicking here.
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