Members of the eBay Affiliate Network team have authored an interesting white paper, The Coming Evolution in Affiliate Marketing: A Focus on Quality for the Search Engine Marketing Journal.
The white paper discusses insights the eBay Partner Network has gotten from performance data analysis that suggests that advertisers may be able to improve
ROI and performance by evolving their affiliate programs to better calculate and compensate for the value delivered by their affiliates.
In plain terms, affiliate programs should focus on quality over quantity.
Read the white paper at http://www.semj.org/documents/SEMJ_ebay_vol2.pdf.
{ 3 comments }
I am just getting around to reading this paper.
Thank you very much. There’s a great deal to think about in regards to performance and adjusting an affiliate program to meet the different quality levels of affiliates within your program.
Great info!
This is an excellent paper. It’s short, sweet and to the point. I wish it contained more details about how they are discerning incementality, some of their metric ideas are decent, others aren’t as correlated once the underlying mechanics are understood. I’m happy to see eBay leading the investigation of quality, they’re on the right track but still do have a ways to go. I compliment them on being willing to discuss (publish) this information and more in regards to their experimentation, policies and the things driving both.
Thank you for sharing! Very useful paper
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