GPWA Times Magaine - Issue 23 - February 2013

ency as people expect then people start to doubt, rumors spread that can sometimes be misleading or incorrect, and in general mistrust sets in. I would love to see better ways of track- ing rather than the cookie-based tracking we all rely on today. Privacy laws, toolbars that try to protect the user, antivirus pro- grams and anti-spyware programs, and the way new browsers are being designed to protect privacy are all the enemy of af- filiate marketing. There must be a better way to do things than cookie tracking, and those advertisers that are leading edge and the first to introduce better ways of ensuring clicks are tracked will steal a march on other companies. Cookies can remain but I would like to see other safety nets introduced to ensure affiliates are re- warded for their efforts. A truly independent way of tracking and publishing affiliate statistics and earnings would also provide ultimate transpar- ency. Some affiliates I have spoken to do not advertise certain companies because of their mistrust – sometimes misguided and sometimes not – in affiliate program statistics. Some affiliates perform tests on their links that sometimes prove that tracking and revenues are not representa- tive of what is really happening for what- ever reason. One easy solution to resolve this lack of trust would be a sort of “secret shopper” type approach. For example, every adver- tiser could suggest to affiliates that they are open to the affiliate putting through test accounts through their links at ran- dom times. These test accounts and rev- enue generated could then be validated in affiliate statistics as long as account-level information is provided by default in af- filiate systems. I feel that any affiliate pro- gram that introduces something like this will do very well with regards to gaining more advertising exposure with affiliates if the changes lead to more trust being gained from affiliates. What surprised you most about the in- dustry? Well, I must say the girls dressed only in body paint at LAC last year did surprise me – a lot! – but I believe they are not allowed this year. I am always sur- prised at how many new companies keep popping up at every conference you go to. I am also surprised how much money some affiliates can make from this indus- try. Many affiliates are large companies now and produce a surprising amount of turnover per year from affiliation. What do your family and friends think of your work as an affiliate? Some of my friends think I roll out of bed at 11 a.m., have some lunch, check the websites are still up and running, then spend the after- noon watching Deal or No Deal . I try to tell them that running two large websites is certainly a full-time job, and more (have you seen the bags under my eyes lately?), but some still do not understand that this is the case. How long do you give yourself for an- swering e-mail? What e-mail tips can you offer? It is difficult to keep up with everyone. When affiliates complain their affiliate manager did not get back to them, just think about your own e-mail inbox and whether you would reply to everyone if you had several hundred e-mails com- ing in each day. I do try reply to the impor- tant e-mail within the day, if not within an hour. I also try to keep my inbox to one page. If you have not addressed e-mail from two weeks ago then revisit it, assess whether you need to reply, and file it if you do not. How do you manage your “to-do” lists? Do you use any special software to help you out? Whiteboard and marker pens! I have a lot of experience in working with the Agile methodology in IT software development so a lot of how I manage my time and projects for the websites is driv- en by that past experience. What’s the hardest thing about operat- ing your sites, and what annoys or dis- tracts you the most when you’re trying to get some work done? I am the sort of person who likes to do the tasks I am interested in – that is a personal weak- ness I recognize, though. It is difficult to keep disciplined on doing tasks that make you money but might not be the most in- teresting. The most difficult thing about operating my sites is keeping up with ad- vertising. The next person I employ will be solely dedicated to advertising tasks. There is so much to do all of the time to keep advertising fresh and targeted. The most distracting thing is usually the sheer weight of ongoing tasks and ideas. We probably have at least two years’ worth of development projects ready to go for the websites. Prioritization and being objec- tive are key to making sure that you can focus on the task at hand. If someone were visiting you, what’s one place you’d definitely take them to see? There are plenty of great places to visit around where we live (we are just about to move, actually) – Ascot race course, Windsor Castle, Windsor Great Park . . . LEGOLAND! Depends on who that someone would be, really. There are also plenty of great pubs around us, too. What’s your favorite vacation spot? Road trips are my favorite type of holi- day, in particular the USA. However, I would not recommend doing a road trip through Bosnia – my experience of be- ing robbed by the local police kind of put me off going back! As for the USA, Utah is an amazing place – we were lucky enough to get to hike into Coyote Buttes the other year and also saw Antelope Can- yon – check them out on Google! A good road trip through California is a great option for anyone thinking of doing one. You’re producing, directing and star- ring in a movie. You need a costar, and your significant other is either unable or unwilling to participate. Who should share top billing with you? Depends on the type of movie. If we are talking com- edy, then Jim Carrey is not everyone’s cup of tea but he would be great to work with. Apparently he is a perfectionist, though, and retakes every scene more than twice – that would do my head in. As for female costars I would have to go for someone like Cameron Diaz – she seems pretty down to earth and does not take herself too serious- ly and has done some great comedy films. If you could invite any five people, liv- ing or dead, to dinner, who would they be? The Queen, President Obama and the three highest eBay bidders for the other seats. I would become a millionaire over- night. Thank you very much, Your Majesty and Mr. President. What are three things that nobody knows about you? Well, there is not a lot that no- body knows about me, but many people do not know that (1) I spent three years out in South Carolina in the 1990s doing my MSc and teaching undergraduates soil science! I am still trying to find a niche website for that! (2) I had meningitis and spent 11 days in intensive care back in 1993. (3) I flew the Concorde to New York (as a courier!) before that aircraft was retired. 49 GPWA Affiliate Interview Series