Acceleration Partners’ Post

Helen Southgate & Stephanie Lester from Acceleration Partners deep dived into the power of data in affiliate marketing, exploring how it can elevate programmes and prove their value to stakeholders. Missed them in Manchester earlier this year? Here's a run down... 🔎 Challenges in Leveraging Data Effectively: Fragmented Sources: Data from networks, publishers, platforms, and brands often lacks a unified "source of truth." Resource Limitations: Effective data analysis demands time, diverse skills, and often, collaboration across teams. Brand Restrictions: Many advertisers hesitate to share detailed insights or allow case studies due to confidentiality concerns. 💡 Why Data Matters: According to Forrester, 92% of marketing execs view affiliates as an effective channel, yet affiliate programs only account for 3–5% of total digital ad spend. Bridging this gap requires showcasing incrementality and ROI through smarter data utilization. 🛠️ Best Practices for Data-Driven Success: Adopt a Data-First Approach: Start with clear goals, analyze trends, and interpret data to identify actionable insights. Collaborate Across Skill Sets: Combine technical analysts with strategic thinkers to unlock the full potential of data. Prove Value Incrementally: Showcase the incremental value of content partners, loyalty programs, and cashback affiliates using tiered commissioning or CPC trials. 📈 Case Studies in Action: A large retailer boosted revenue by 90% year-over-year by identifying underperforming partners and reallocating budget. A voucher-code skepticism study revealed that 50% of users were incremental—securing £3M in additional revenue. Tiered commissioning for cashback affiliates drove higher average order values and incremental growth. 🚀 The Big Picture: To elevate affiliate marketing’s share of digital budgets, we must move past the “lower funnel” perception. Sharing anonymized case studies, embracing emerging models (like CPC for influencers), and driving conversations with CMOs are critical.