The affiliate marketing domain has expanded into a multi-billion dollar industry in which marketers all over the world capitalize on every day. Of course they need to adjust their marketing strategies beyond a single screen.

Marketing Land columnist James Collins has shared five tips to using data and improving affiliate marketing performance.

On importance of understanding cross-channel view, Collins says, “Historically, carrying out a non-siloed approach to marketing has been an issue for marketers. However, we’re seeing more and more brands and retailers across our client base taking this cross-channel view.

This view allows you to analyze the performance of your affiliate activity in the context of your other marketing channels. It can also show you which channels you should be using together to provide an effective and consistent message and a better cross-channel consumer experience.

For example, in another of my recent Marketing Land articles, I gave an example of one of our clients that saw an increase in conversion rate when display was involved in the consumer journey”.

Attributing affiliate value: Looking beyond consumer journey position

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