Affiliate marketing involves more than just driving sales, as affiliates can help with other marketing disciplines like brand awareness, customer retention, and influencing existing customers. While some affiliates may directly result in sales, others have a brand halo effect where they increase awareness and influence future purchases. It is important to measure affiliates' true value beyond last-click attribution, as their impact varies and high-volume affiliates may have weaker brand fit than lower-volume but better-fitting affiliates.

1. Understanding the True Value of Affiliate Marketing Helen Southgate

2. Introduction Affiliate Marketing Today

3. Affiliate Marketing is not just a Sales Driver Development of the channel crosses other disciplines

4. A Microcosm of Online Affiliate spans all areas of online marketing Affiliate Marketing

6. The Sales Funnel Development of the affiliate channel has led to affiliates being more than just last click drivers

7. Attributing Value to Affiliates How can you measure the value of affiliates?

9. Value of Sales by RTM Affiliates proven to drive high average sales value Affiliate

10. Sales Value by Affiliate Voucher sites generate highest average sales value

12. Quality Varies by Individual Affiliate Affiliates in the same sector do not have the same behaviour

14. Looking beyond new customer acquisition Affiliates can be leveraged to drive additional value other than at initial acquisition

16. The Brand Halo Affect Affiliates are proven brand awareness drivers Takeover of affiliate website plus partner sites 54 direct sales generated whilst 470 have been influenced Brand Halo Effect

17. Brand Vs Volume Balancing brand fit Vs sales volume High Number of Sales Low Number of Sales Weak Brand Fit Strong Brand Fit

18. Summary The Affiliate Channel is a microcosm of online and therefore more than just a sales channel Your KPIs should transfer into your affiliate strategy Affiliates within the same sector do not show the same behaviour There is growth potential within retention and existing customer strategies – big shift change Data is king