This is an industry that is constantly changing, morphing and requires a yearly update in a statistical fashion.
From the AffStat site…
Below are the questions being asked for the AffStat 2007 Report:
- How does your program determine commissions?
- Does your program have dedicated management (no other duties for affiliate manager)?
- How many affiliates do you have?
- How many new affiliates do you acquire per month?
- How many click-throughs do your affiliates generate per month?
- What is the conversion rate for your affiliate program?
- What percent of your affiliates are active (defined as having generated at least one click last month)?
- What percent of your affiliates earned commission last month?
- What percent of the total transactions on your site are generated through affiliates?
- Do you approve affiliates automatically or manually?
- Which network(s), solution provider(s), or software program(s) do you use to track your affiliate program(s)?
- Do you have a blog for your affiliate program?
- What was the largest commission you paid to an individual affiliate in one month?
- Do you permit your affiliates to bid on your trademark name(s) in pay per click search engines?
- What types of rewards and/or incentives do you offer to your affiliates?
- What is the biggest challenge in affiliate marketing?
- What’s your most effective method for recruiting affiliates?
- Which type(s) of data feeds do you provide to affiliates?
- Do you provide individual affiliates with exclusive coupons (i.e. coupons in name of affiliate site)?
- Do you allow affiliates to promote coupon codes that were not made available through the affiliate program?
- Do you manage the affiliate program in-house or are you an outsourced program manager?
- What is your annual salary (including incentives and bonsues)? [in-house employees]
- Does your salary include incentives and bonuses? [in-house employees]
- What is your total monthly compensation for the affiliate program you manage (including percent of transactions if applicable)? [outsourced program managers]
- Does your compensation include performance incentives? [outsourced program managers]
Questions 2-21 are broken out by affiliate program type: pay per lead and pay per sale.
2007 is a watershed year of change for affiliate marketing, so if you’re in the dark about any of those topics, I’d recommend checking out the report. We definitely need more (good) analytics in this industry, and you need hard numbers to help make things tangible in your own site, network or affiliate program.
Now if Shawn would only update his book evey once in a while…