It’s a general rule that a relatively small percentage of the affiliate population delivers the biggest chunk of sales, and those top-performing affiliates get extra assistance from affiliate network service providers to push sales even higher. But affiliate service providers who don’t look beyond top-line numbers in deciding what and how much help to extend to top affiliates are missing the boat, contends LinkShare Corp.CEO Steve Messer.
Top producing affiliates that merit the affiliate network’s extra attention are generally distinguished first by the volume of sales they generate, but exclusively so. They may qualify for very different tools, services and programs from the network, depending on the affiliate’s business model, size, rate of growth and other factors. And because the extra services and attention may draw on the resources of the network, its merchant partners, or both, it’s the network’s job to invest them where they’re most likely to have an impact.
Click here for the complete article in Internet Retailer.