A New Balance
Marketers typically aren’t spreadsheet whizzes, but today’s efficiency-focused environment demands use of basic analysis and what amounts to simple reconciliation. It isn’t sexy or complicated, but it’s vital to success when developing an efficient approach. Once each channel’s true performance is understood, it is possible to begin making intelligent improvements.
Tactical adjustment involves new CPA affiliate “rules of the road” and prioritizing marketing strategies based on an understanding of channel interplay. When the resulting total cost of affiliate-driven Web orders is revealed, it also may allow for more productive CPC and CPA vendor/affiliate negotiations.
Jeff G. Molander is principal of management consulting firm Molander & Associates Inc., and can be reached at email@example.com. To listen to a full audio interview with Angel Djambazov on efficient affiliate marketing, visit www.jeffmolander.com/targetmarketing.