Moose on the Loose

“Statistics are like a bikini. What they reveal is suggestive, but what they conceal is vital.”

The above was a nice little proverb my friend my friend (so good I named him twice) Shane told me, whom I am still waiting to launch his blog which I am sure will be quite humourous.

Earlier this week I was chatting about the thought with a couple of networks and this morning read the latest blog entry from Monetise This … Tell Me The Referring URL When I Get A Sale .

He is absolutely spot on when he says “there’s one thing that I’d always like to know: what was the referring page that caused that sale.” This of course gives you an insight into what webpages are working for you & which paid search keyword phrases are creating sales. “It could help us affiliates concentrate on the pages that DONT generate income, and leave those that do, to sit there on their own.” – Frostie

Hence … What they reveal is suggestive

Now, a few networks do have this information like Webgains & Paidonresults for example, some of it requires a little more drilling down within the navigation like say Buy.at or Tradedoubler.

However, and this cannot be done simply by elimination when you have a lot of webpages created or doing considerable paid search.

What we maybe forgetting is the referring url & search string & keywords for those clicks that DON’T generate a sale, for which I would like to know for every click where I don ‘t make a sale & have access to a simple spreadsheet I can download pertaining to each merchant, over whatever date range. This would allow me to amend non performing pages, by adjusting the content or merchants appearing on that page to be more profitable. With reference to paid search, most decent ppc’ers have a fair amount of negative keywords in their campaigns, but you never think of all of them, this would then help in creating additional lists of negative dodo phrases or deleting those which create a positive ROI… simply by looking at this data of non performing clicks.

Thus increasing CTR & conversion & consequently ROI … blah blah .. But saving money by trimming the excess fat is just important as those which actaully generated sales.

Hence … “what they conceal is vital.”

Thus …

“Statistics are like a bikini. What they reveal is suggestive, but what they conceal is vital.”

What statistics conceal can lend itself to so many things within affiliate marketing & hopefully some networks will move forward on this.

It often gripes me that when a program has closed on a network, at any point in time afterwards, an affiliate may have links in various places universally spread over the surface of the earth (their portfolio of websites).

Sometimes you don’t know if a program is closed or know where all your links are. In the former you may test the link for a closed program, yet it still goes to the merchants website, thus the affiliate falsely assuming that the program maybe still live.

For me I find that quite frustrating, it doesn’t matter if the level of traffic is insignificant or considerable, affiliates should maybe be given the option of the following, because why should a closed merchant get free traffic!

1) The network sets up a landing page of same categorised merchants, with that affiliates links on those listed.

2) Allow the affiliate to set a default destination url for each merchant, which the link redirects to for a closed program.

3) Or if an affiliate prefers, allow the link to continue to the merchants page, even though the affiliate will not earn any revenue.

In addition to above, I do feel all networks should have a tool set up whereby affiliates know the source of clicks from invalid links for closed programs, so that we can weed them out.

But just think about all the programs which have closed over the years where there are stray links and multiples more when you think network wide how much traffic is going via invalid links, meaning lost revenue to affiliate & on an even bigger scale lost revenue for the network. The same should also be applied to suspended programs.

We have just received a text message and want to congratulate Clarke (aka Supercod) & Leona Duncan on the birth of their son Fraser Robert Duncan born at 1:40am & weighing in at 8lb 14oz. Both mum & baby are doing fine.

Wishing you all every happiness in the world with your new bundle of joy & a little brother for Adam.

Another fine mini-cod to add to the shoal & a fine name too.

A Moose’s Life is about to go through an interesting transitional phase. My son has just taken up drumming lessons at his new secondary school … great I thought … he is already joining extra after school activity clubs .. but then literally a few minutes ago my son “strolls” in with a full drum kit to put in his bedroom.

Okay … yes … I admit I will be itching to get my hands on it and have a bash, but I am sure you can imagine how it’s going to be around here for a while.

What a picture, what a photograph, poor old bloke couldn’t see the joke (excuse the punn)

With a couple of friends expecting babies very soon like Fraser & Clarke & others with young ones like Graham & Clarke, they have this all to look forward too 😉

Lyrics to Flash Bang Wallop!

From the London Musical “Half A Sixpence” (1963)
(Smile please, all smile. You too, Sir)
(I am smiling)

All lined up in a wedding group
‘Ere we are for a photograph
We’re all dressed up in a morning suit
All trying hard not to laugh
Since the early caveman in his fur
Took a trip to Gretna Green
There’s always been a photographer
To record the ‘appy scene…..

‘Old it, flash, bang, wallop, what a picture
What a picture, what a photograph
Poor old soul, blimey, what a joke
Hat blown off in a cloud of smoke
Clap ‘ands, stamp yer feet
Bangin’ on the big bass drum
What a picture, what a picture
Um-tiddly-um-pum-um-pum-pum
Stick it in your fam’ly album

(Thanks very much, one more picture. Hold it!)

The same thing ‘appened long ago
When man was in his prime
And what went on we only know
From the snaps he took at the time
When Adam and Eve in their birthday suit
Decided to get wed
As Adam was about to taste the fruit
The man with the cam’ra said…..

‘Old it, flash, bang, wallop, what a picture
What a picture, what a photograph
Poor old Eve, there with nothing on
Face all red and ‘er fig leaf gone
Clap ‘ands, stamp yer feet
Bangin’ on the big bass drum, W-e-e-a-ay!
What a picture, what a picture
Um-tiddly-um-pum-um-pum-pum
Stick it in your fam’ly album

(Thanks very much. One more picture, hold it!)

You’ve read it in a folio
Or seen it in a Shakespeare play
How Juliet fell for Romeo
In the merry month of May
And as ‘e climbed the orchard wall
To reach ‘is lady fair
As he tumbled, she began to bawl
As he floated through the air…..

‘Old it, flash, bang, wallop, what a picture
What a picture, what a photograph
Poor young chap, what a night ‘e spent
Tights all torn and ‘is rapier bent
Clap ‘ands, stamp yer feet
Bangin’ on the big bass drum, W-e-e-a-ay!
What a picture, what apicture
Um-tiddly-um-pum-um-pum-pum
Stick it in your fam’ly album

(One more picture, hold it!)

King ‘Enry the Eighth had several wives
Including Anne Boleyn
And he kept an album of their lives
With all their photos in
As Anne Boleyn was on her knees
Dressed in her very best frock
King ‘Enry shouted, “Smile, Dear, please”
As ‘er ‘ead rolled off the block…..

‘Old it, flash, bang, wallop, what a picture
What a picture, what a photograph
Comes the print in a little while
Lost ‘er ‘ead, but she kept ‘er smile
Clap ‘ands, stamp yer feet, Ye-e-a-y!
Bangin’ on the big bass drum
What a picture, what a picture
Um-tiddly-um-pum-um-pum-pum
Stick it in your fam’ly album

(Thank you very much. One more picture, hold it!)

When Napoleon married Josephine
There was just the same to-do
He galloped home from the battle scene
All the way from Waterloo
And as he came from orf ‘is ‘orse
To the boudoir where she sat
She said to ‘im, in French of course
As he took of his big cocked ‘at

‘Old it, flash, bang, wallop, what a picture
What a picture, what a photograph
There she was, with a big Hussar
All caught up in ‘er oh-la-la
Clap ‘ands, stamp yer feet, Ye-e-a-y!
Bangin’ on the big bass drum
What a picture, what a picture
Um-tiddly-um-pum-um-pum-pum
Stick it in your fam’ly album

Stick it in your fam’ly
Stick it in your fam’ly
In your fam’ly album!

As some of you may know there was an experimental Affiliate Fat Camp in Portugal back in early June, where a few sacrificial lambs were sent to the slaughter, most of us lost a little weight, except for Matt Wood who suffered a little from lazyitis and was maybe a little surprised that Fat Camp was actually for real with the extra notch he had to release on his belt.

For those that initially attended we are intending to set up a joint blog & website dedicated to trimming the fat of portly affiliates to ensure we maintain some of the discipline we endured.

However upon discussion with Matt Wood, it has been initially agreed that Affiliate Fat Camp Goes Large in 2008 in association with the affiliates4u forum.

It will probably be held in Portugal for a period of 7 to 9 days and will be focused on lots of fun forms of exercise & activities, some not so fun, healthy nutrition & little boozing, though there will be plenty of social nights out if you have any energy remaining.

What we would initially like to do is ascertain interest & ideas for activities. If interest & participation is good then we could look at sponsors (a secondary consideration at this moment in time) and maybe having something big brother style or at least have some edited or live streaming footage.

Attendees at fat camp back in June were Clarke Duncan (Supercod), Mark Russell (Flipper), Shane Robinson (Michael Chiklis), Matthew Wood (“Lip Up Fatty Matty” – Readaption of Lyrics by Bad Manners)  Paul Wheatley (Moose) & Zak Edwards (Skeletor).

There are a few pics on Clarke Duncan’s Facebook, though I think there are no endurance sea kayaking ones on there.

Once again let me begin with another quoted Parable: In this example assume the farmer is the merchant/agency & the donkey is the affiliate.

“One day a farmer’s donkey (the affiliate) fell down into a well. The animal lay quietly for hours until the farmer (the merchant) eventually noticed him, as the farmer (the merchant) couldn’t be bothered to figure out what to do. He finally decided the animal (the affiliate) was old & useless, and that the well needed to be covered anyway and that it just wasn’t worth retrieving the donkey (the affiliate). So he invited all his neighbours (other merchants & maybe the network) to come over and help him. They all grabbed a shovel and began to shovel dirt into the well.

At first, the donkey (the affiliate) realised what was happening and cried horribly. Then, to everyone’s amazement, he quietened down. A few shovel loads later, the farmer (the merchant) finally looked down the well and was astonished at what he saw. With every shovel of dirt that hit his back, the donkey (the affiliate) was doing something amazing. He would shake it off and take a step up. As the farmer’s neighbours (other merchants & maybe the network) continued to shovel dirt on top of the animal (the affiliate), he (the affiliate) would shake it off and take a step up. Pretty soon, everyone was amazed as the donkey (the affiliate) stepped up over the edge of the well and trotted off!

Life is going to shovel dirt on you, all kinds of dirt. The trick to getting out of the well is to shake it off and take a step up.”

There are various interpretations which could be derived from this little parable, feel welcome to offer yours.

But a couple which come to mind immediately are when ass- minded merchants / agencies & occasionally networks cull non-performing affiliates. Perhaps the affiliate hasn’t got round to that merchant yet or may have existing or other prioritised work in progress, especially when there are a couple of thousand other programs out there.

Rather than making efforts to communicate effectively with non-performing affiliates, culling their base (an easy & futile option) somehow makes their stats look better for example those affiliates which actually drive sales but may have a lower epc. It doesn’t cost the merchant anything and eventually that page or link might get indexed.

I don’t think culling happens too often in affiliate marketing and there are bigger issues, however it’s one of those minor irritants which needlessly occurs.

The most importantly thing I inferred from this Parable is never under-estimate the resolve of an affiliate.

I have been particularly engrossed by this particular thread on the forum, where actual affiliate links are being indexed in search engines. The discussion has been quite interesting, in the sense that white hat has been mistakenly considered black hat in what appears to be a Google bug or possibly questionable / poor seo techniques by the merchant concerned & not the affiliate.

One thing I will endorse is the openness of the network Webgains to bring this matter to the attention of the forum for an open debate which is a plus credit to them when maybe some other networks would shy away.

There does seem to be divided opinion amongst affiliates & we have to be careful this doesn’t set a precedent for future restricted T&C’s for affiliates in relation to SEO and/or Natural/Organic listings.

The lock is already undone on Pandora’s box, lets not open it … please.

Full Story is Here … Help me with a serious Google problem!

Mates are those you can confide in, enjoy great times with, share in life’s trials & tribulations with & appreciate the lifestyle associated with affiliate marketing … like my good buddy Eric.

When we attended Affiliate Summit East 2007 in Miami, there was one golden rule we swore an oath to .. which was “what happens in Miami, stays in Miami”… Comprende Eric. 😉

I guess now that the cat is out of the bag … take one … action!

Please note this is Eric’s handy work & I would like to personally thank him for getting me over my holiday blues.

After feedback given to Matt Wood, I am really pleased to see an update to the categories for the Affiliate Marketing A4UAwards … with the addition of:

Best Agency or Network Publisher Manager – Which agency account manager or network account manager (publisher side) goes the extra mile? – Again vote for your favourite.

There are a number of Affiliate Managers who are doing a sterling job and I think this may well prove to be one of the most competitive & interesting categories in recognition of the hard work & sterling job a number of them do. In some instances acting as a buffer by being pummeled from all sides, but more importantly how genuinely proactive and helpful some of them are.

I am a little spoilt for choice here, but I will be initially looking at someone who engages & contributes to the forum and whom’s personal injection of comments is not doctored or gagged behind corporate plc policy in what can & cannot be said, but also quietly & efficiently goes about their job, resolving issues amicably & forging relationships between parties .. as well as being a grafter.

Time to adorn that sandwich board which has been collecting dust in the closet and get those placards raised 😉

In addition to this there is also some voting guidance to other categories.

This blog topic stemmed from a conversation I had with a merchant the other day. This is maybe best illustrated by giving a hypothetical example.

Merchant A, Merchant B & Merchant C sell the same product at the same price & their conversions are equal & their shipping costs are £3 per order. On the program information page on the network it says each offers 10% commission. However on chatting with each merchant you find that merchant A offers 10% on the NET value of sale (less VAT), Merchant B offers 10% on the GROSS value of the sale (inclusive of VAT) and Merchant C offers 10% on the GROSS value of the sale plus the same % commission on shipping costs.

Lets assume 100 orders of £100+vat are sent to each merchant and see the difference in commissions an affiliate would receive.

Merchant A

Commission = Total Net Value of Sales x 10% = £10000 x 10% = £1000

Merchant B

Commission = Total Gross Value of Sales x 10% = £11750 x 10% = £1175 (A £175 improvement in commission on Merchant A)

Merchant C

Commission = (Total Gross Value of Sales + Shipping Costs )x 10% = £12050x 10% = £1205 (A £205 improvement in commission on Merchant A & £30 improvement of Merchant B)

It’s an old adage & prerequisite which is still required on all information pages pertaining to commission. Affiliates need to know the actual commission they are being paid .. a % of what exactly … by doing exactly what it says it does on the tin.

A merchant who offers a % commission of the Gross sale value can use this as a selling point to affiliates, which they should shout from the roof tops, when rates are compared with other programs. No network can turn around exclaiming that the assumption should be made it’s the net sale value, because this is not the case. We simply need clarity which has been requested before, several years ago. Oh the familiarity one exclaims.

You can scale the figures up or down to suit your volume levels.

Pet Gripes This Week:

a) Merchants changing their display url without notification.

b) Merchants altering their deep linking structure, again, without notification.

c) Merchants chaning their trading name, yet again, without notification.