Focus on Performance Over Categories

This is our second host rant, you read that right. I am ranting today! Ok, not really so much, but today I'm talking about something that can truly drive me crazy. The idea that we should be removing or stop working with affiliates in our affiliate programs because of their type or our self imposed categorization. What we really should be talking about is their performance markers (KPIs), the audience we get access to, and the customers we are actually receiving from them.

Let's focus on the performance, the hard data, and not our feelings. We make better affiliate management decisions.

I talk about an affiliate marketing study we put together at jebcommerce.com/value, that aggregates hard core data from all the major networks and publishers. It addresses consumer be ...