GPWA Times Magazine - Issue 28 - April 2014

Increasemarketing IQs As we consider how using the appropri- ate tools to analyze large volumes of data could contribute to more intelligent con- versations about affiliatemarketing strat- egies in the iGaming industry,wearealso able to consider the influence at the level of individual teammembers. iGaming provides a good deal of flex- ibility in terms of both employment opportunities and upwardmobility. This means that a largenumber of professionals within the industry are looking to broaden both their experience and skill sets. Data canhelp in this respect. Through the collection and judicious evaluation of hefty data reports, affili- ates and affiliate managers will be able to devise more comprehensive SWOT (Strengths, Weaknesses, Opportunities, Threats) analyses, better understand successes and failings, and ultimately develop a stronger marketing mindset. These lessons can, in turn, be translated across the iGaming landscape as well as inother industries. There is an additional benefit for opera- tors. Apart from empowering affiliates and employees with greater knowledge, theywill also build teams andmarketing partners more likely to assume the role of brand ambassadors. This will be even moreapparent if there isavisible increase inprofitmargins, althougheducationand personaldevelopment canprovide terrific startingpoints. Allocationof time Affiliates and affiliate managers need to have an acceptable amount of freedom to focus on their strengths andbemore stra- tegic about experimenting with various marketing schemes. Sifting through data “ Affiliatemarketing isspecifically aidedbyaprocess of evaluation that allowsaffiliates and affiliatemanagers tobemorestrategic in theway they relate toeachother andperform their respective jobs." 11