Effective Data management for Affiliate marketing
- Data security: Safe-guarding personally identifiable information (PII) or other sensitive data needs to be a part of the organization's DNA. Like disaster recovery solutions, everyone knows it’s important but rarely is anything done till it’s too late.
- User experience: If not done right, how you distribute data can impact other systems which may hamper users' experience with your brand/website. For e.g. badly engineered affiliate tags could bring website page loads to a crawl.
- Consistent and correct messaging: Imagine the after-taste when a user sees and clicks on an ad for a discount offer that actually expired days ago! Not great, right? Messaging is important and advertisers should moderate what affiliates say to potential customers like orchestra conductors.
- Sub-optimal ROI: If affiliates aren't enabled with the right data, advertisers are actually getting in the way of their delivering the best results they are capable of.
- Segregate data sources: Identify the different sources of sharable data across systems and segregate them based on the source type. E.g. Catalog data may be extracted from inventory management systems; User interaction data needs to be sourced from content management systems/website and so on.
- Build a data dictionary: Enumerate the different data fields and define each field in detail. Definition could include attributes like purpose, format, nature of aggregation, temporal sensitivity etc.
- Map data sources/fields to affiliates & share effectively: Understand who needs what data and whether the best practices for ingesting a particular data source are being adhered to or not.
Segregation and Mapping In the next blogs in this series, we will dig deeper into each stage of the framework and go through detailed examples of sharing catalog and user intent data. I hope you will find this method useful. Keep watching this space for more!