being offered, an affiliate’s blog post, or a brand’s weekly offers. However, the content on an affiliate’s page must work in parallel with what is provided by operators and improved data can only help their efficiency. With tangible data, affiliates can look at what’s working best and continue to optimize their pages accordingly. Affiliates have also been requesting to receive data per country, as many operate in a variety of markets. Each geo is unique and further understanding them can help affiliates deliver unique content to specific audiences. Päivärinta noted that they “would like to see separated data like unique clicks, deposit amounts and to also get data per country. Sometimes finding these details can be difficult, as brands might not want to send them or aren’t capable of showing the data.” Not all geos are identical, so having data combined for all countries can make things unclear for affiliates. For example, take an affiliate who works in both the Nordic and sub-Saharan African markets, two markets with different types of users – from the content consumers prefer to the devices they use to consume it. Such an affiliate would require different data sets for each region, provided through a platform where affiliates can easily sort them to learn more about each distinct market. FIND THEIR BLIND SPOTS Without relevant and timely data, it can become difficult for affiliates to find the blind spots in their strategy. This can apply to a variety of elements within a promotional strategy, from avoiding certain traffic sources with low conversions to determining at which part of the funnel users are falling off. If provided with real-time data, affiliates can see for themselves how operators are converting and optimize their content to provide further conversions. Torzel noted that the “key metrics we need when reporting are, of course, the conversion rate from clicks to sign ups as well as firsttime depositors.” These are themetrics commonly outlined by affiliates as being imperative for them to easily determine which areas need adjustments. Torzel added that they “also value and work more closely with operators that share player level net gaming revenue (NGR) on their platform, as this allows us to assess the real value of our traffic.” The metrics that help affiliates make important decisions are well established and transparency with them is what allows affiliates to make significant optimizations. With organized data on FTDs, deposits, unique clicks and other key metrics, affiliates can spring into action quickly and optimize their campaigns instantly. Simply, when affiliates understandmore about their blind spots, they can ensure they are improved as soon as possible. DATA POINTS Content is king and it is also what will keep users engaged and returning to the affiliate site or app, whether it is the product being offered, an affiliate’s blog post or a brand’s weekly offers. However, the content on an affiliate’s page must work in parallel withwhat is provided by operators and improved data can only help their efficiency. G P W A t i m e s . o r g 34
RkJQdWJsaXNoZXIy NDIzMTA=