For operators, affiliates are incredibly cost-effective, with them only paying for the people who ultimately go on to sign up and play. And these are often high-quality players from which a solid LTV can be achieved so long as the sportsbook or casino delivers the experience they are seeking.
But running a successful affiliate program is not without its challenges – you just need to look at the number of programs shutting down each year to see how tough it can be. That’s a shame because it means operators are not benefiting from the potential affiliates provide.
This is certainly the case for new brands who need to leverage the trust players have with the affiliate to build a player base from scratch, but also for established brands looking to ramp up customer acquisition and drive overall growth, especially in new markets.
One of the biggest challenges that comes with running an affiliate program is the tracking platform that underpins all performance marketing activity. The platform used will determine the extent to which operators can track, optimise and grow their programs.
For me, tracking is the glue that holds marketing and sales together in the online arena. But for this glue to hold, a platform that delivers reliability, accuracy and a seamless UX so that users can dig into the data and generate valuable insights is required.
It must also offer tools such as pixel and postback capabilities and geo-targeting for both the operator and its affiliate partners. Speed and reliability are a must, too.
Why? Because operators simply can’t afford to miss a single click or conversion and given the global nature of the market, geo-targeting is important so that operators can identify and aim funnel traffic through specific locations.
Of course, tracking is just one aspect of a successful affiliate program. Operators must be able to take the data gathered and use it to optimise campaigns – this includes internal campaigns and those being run by their affiliate partners.
One of the most important areas for optimisation is traffic source, especially which affiliate is performing best. Other areas include changes to traffic, ROI and conversion rate optimisation.
Operators also need to be able to give their affiliate partners access to data so that they can see which of their campaigns and creatives are delivering the best results. Most affiliates are well-versed in data and how to use it to make business-critical decisions.This is why the ability to customise reports is important, as is the need for reports to be granular. The deeper the reporting can go, the greater the extent to which all aspects of the operator/affiliate partnership can be optimised and fine-tuned.
Another area of optimisation is the commercial agreements in place between the operator and its affiliate partners. It’s vital for them to be able to offer a range of options including CPA, revenue share, CPL, CPM and hybrid.
If you’re an operator reading this and your affiliate program platform does not allow for some or all of the above, you’re right to be concerned. In my experience, there are still some platforms being used today that do not meet the requirements of the current landscape, so there are many brands in this situation.
If you are in this situation, you have one of three options – the first is to carry on as you are but with a sub-standard affiliate program (and sub-standard results), shut down the program, (which a growing number of operators are doing) or migrate to another platform.
Operators fear migrations and it’s easy to see why. They can be risky, time-consuming and costly, and I think this is why ultimately many opt for closing their program rather than transitioning it to a new platform that once migrated to, would allow it to thrive.
At RavenTrack, we know that moving to a new platform can be a big decision and a significant undertaking, and that’s why we have plenty of options to make it a seamless process from start to finish.
This includes working with the affiliate program team to run their old and new platforms side by side to ensure there is absolutely no drop-off in traffic or lost data.
Our UK-based account and customer support team is always on hand to assist during the migration process and once operators are up and running with RavenTrack. This includes helping them get the most out of the platform, including how to use the tools available for data analysis.
Operators really do need affiliates to support their customer acquisition activity but using the right platform is just as necessary. Unfortunately, many are running on legacy tech that is simply not fit for purpose and fear moving to a modern solution.
But that fear is unfounded, especially when working with a state-of-the-art affiliate platform and tracking solution such as RavenTrack. So, if you do want your program to soar, it’s time to make the jump and finally unlock the full potential of affiliate marketing.
Adam Rowley, managing director of RavenTrack, brings a wealth of expertise to the affiliate marketing industry. With hands-on experience as an affiliate, affiliate manager, and brand owner, Adam possesses a comprehensive understanding of the industry from every perspective. This unique insight enables him to steer the RavenTrack ship with strategic vision and a deep commitment to innovation.
