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Analyzing Data to Find Insights

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Digital Marketing - Study Notes:

Importance of data analysis

It’s important to analyze your data in order to derive insights from your affiliate marketing efforts and social influencer campaigns.

This data will allow you to identify the best partners and influencers to work with. You can increase commissions for the best performing ones. This, in turn, can lead to them giving you more exposure or working harder to promote your products or brand, as they will ultimately get paid more for their efforts. You will then get more sales as a result. Approaching affiliate and influencer marketing like this optimizes the relationship as there is something in it for both parties.

You can measure the effectiveness of your affiliate or influencer marketing using:

  • Native ecommerce website tools: Track overall revenue, product performance, and sales from your ecommerce website. For example, you could provide a specific influencer with a unique discount code to use. ALISON10 would be easy to track within your website.
  • Affiliate network tools: Track product views, clicks, engagements, purchases, and content effectiveness.
  • Website analytics tools: Track ecommerce sales from social, affiliate, and influencer’s sources. For example, having Google UTM links for each influencer would provide you with data on how much traffic each affiliate drove.

Optimizing campaign performance

Use data from your website and affiliate analytics tools to optimize your campaign performance to:

  • Prioritize the products that people buy regularly, and optimize your website and landing pages to make it easier for people to buy them.
  • Identify the demographics and interests of your social shoppers based on their profile data to improve targeting and influencer affiliate choices.

It’s only through data that we can get the insights that enable us to take action. With good data we can drive scale by investing more in the areas that work well. We can also drive efficiency by reducing spend and investment in areas that are less effective. So, interrogate the numbers and test your strategies to find the ideal balance of both.

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Alison Battisby

Alison is a Social Media Consultant with Avocado Social, she is a Facebook and Instagram accredited social media expert and founded Avocado Social in 2014 having worked in the social media industry since 2008. Alison has worked with a wide range of brands including Estee Lauder, Tesco, and Pringles. Alison has traveled the world training companies including the BBC, Etsy, Canon, and Cambridge University Press. She offers social media strategy, training, and consultancy at Avocado Social across platforms including Facebook, Instagram, YouTube, LinkedIn and TikTok. 

ABOUT THIS DIGITAL MARKETING MODULE

Social Commerce & Affiliate Marketing
Alison Battisby
Skills Expert

This module focuses on the fast-moving world of social commerce and affiliate marketing. It begins by explaining the importance of social commerce in a digital strategy and by outlining the key social commerce channels. It then takes you through the steps involved in setting up an integrated social commerce store. After that, you’ll learn about the tools and tactics you can use to drive more sales in your social commerce channels, and how to optimize the performance of your paid social commerce activity. Finally, the module examines how you can use affiliate and influencer marketing to achieve your business objectives.