GPWA Times Magazine - Issue 9 - June 2009

25 filiates realize that revenue share allows them to determine the value of a player and, therefore, what sources offer the highest qualityof traffic. Behavioral responses to reportingmetrics The survey also found that higher-earn- ing affiliates were much more likely to compare reporting metrics across cam- paigns running onmultiple sites. There- fore advanced trackingmetrics can help increase earnings because they let af- filiates compare, scrutinize and better understand the difference in campaign performances. While nearly 35% of the sample stated they would take no immediate action in response tocampaignperformance, 20% indicated that they would compare the performance of the campaignwith other similar campaigns and industry trends. There were significant correlations be- tween this 20% and the higher-earning percentiles. Taking your affiliate business to the next level As the affiliate market in the iGaming sphere continues to mature, there re- mains considerableopportunity for affil- iates inbothnewerandmoreestablished verticals. Seizing those opportunities requires developing a sustainable, long- term revenue stream and access to stra- tegic intelligence so that campaigns can beoptimizedonanongoingbasis. With revenue share as themost popular commission structure, there is a need to establish long-term partnerships in the affiliate marketplace. Acquisition is significantlymore costly than retention, andrevenueshareoffersaffiliates insight into the value of players and, therefore, what their best sources of traffic are. This, in turn, allows them to concentrate on channels that offer themhigher-qual- ityplayers. Finally, advanced tracking reports are integral to affiliates whowant to pursue their business professionally. After all, strategic intelligenceprovides the insight necessary to optimize marketing cam- paigns formaximumearningpotential. Figure2:PercentageofAffiliatesReportingEffectivenessofVariousMarketingMethods Figure3:PreferredCommissionStructures Figure4: PercentageReportingLikelyActionsTakenbyPerformanceOutcome Knowledge is power | GPWA Times