Performance Meets Precision: Building Stronger Affiliate Campaigns with Data
In this episode, host Lee-Ann Johnstone interviews Todd Stearn, Founder and CEO of The Aragon Company and Vibrant Performance. Todd shares insights from his unique position running an integrated affiliate ecosystem that includes networks, publishing, and agency services – giving him unprecedented visibility into performance marketing from every angle.
From his early days learning affiliate marketing on the job in 2010 to building a seven-figure monthly spend program that won multiple industry awards, Todd reveals how data transparency and cross-channel integration are revolutionising affiliate campaign performance.
Talking points include:
- How performance influencer marketing is replacing traditional paid social teams
- The power of integrated data to uncover hidden campaign optimisation opportunities
- Why affiliate managers need to stop being “cosy” and start demanding more from their programs
The Performance Influencer Revolution
Todd reveals a striking trend: brands are completely replacing their internal Meta and TikTok spend with performance-based influencer affiliates. This shift is driven by increasing platform saturation, rising creative demands, and the substantial testing budgets required for paid social success. Performance influencers offer brands a risk-free alternative; they handle creative production, audience targeting, and optimisation, only getting paid when they deliver conversions. This model is proving so effective that some clients have shut down their entire internal paid social operations.
Data Integration Unlocks Hidden Opportunities
The real competitive advantage comes from connecting fragmented data points across the customer journey. Todd shares a powerful case study where his team discovered branded search traffic was converting better through affiliate links than direct brand links, indicating consumers weren’t ready to purchase immediately. By sharing this insight with the brand’s search team, they developed a coordinated strategy that lifted branded search conversion rates by 20%. This demonstrates how affiliate data can enhance performance across all marketing channels when properly integrated.
The End of “Set and Forget” Affiliate Management
Success in today’s affiliate landscape requires constant iteration and active management. Todd emphasises that the highest-performing programs involve brands that continuously optimise landing pages, onboarding flows, and even product pricing based on affiliate feedback. He also warns against over-reliance on rewarded and coupon traffic, pointing to recent industry scandals as proof that brands need to diversify their affiliate mix and focus on building genuine demand rather than just capturing existing intent.
Our thanks go to Everflow as this season’s sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.
Listen to find out more about:
- Why one brand completely replaced their paid social team with performance affiliates
- The specific data points that led to a 20% increase in branded search conversions
- Todd’s three non-negotiable rules for affiliate program success
Key segments of this podcast and where you can tune in to go direct:
[02:30] Todd’s journey from university graduate to building an integrated affiliate empire
[10:05] The performance influencer trend that’s disrupting traditional paid social marketing
[26:45] Three essential pieces of advice for affiliate managers who want to level up their programs
ELEVATE 2025: Time is running out to join the revolution!
Join us in London on July 15 and 16 for two days of pure performance marketing acceleration.
Check out the agenda, get your ticket AND get your entries in for the BRAND NEW AFFIVERSE RAV AWARDS here.
Miss it and miss out!
#AffiliateWINS: Your Victory Lap Starts Now!
Join the #AffiliateWINS movement! Share your affiliate marketing triumphs and success stories on social media to help spread positivity throughout the industry.
Time to flip the script: less calling out, more calling UP. Let’s make #AffiliateWINS the hashtag that dominates feeds everywhere!
Ready to brag? Share success stories like these:
- “Just closed our best Q1 ever with the partner who’s been in it with us since day one. Loyalty pays dividends. #AffiliateWINS”
- “Our affiliate just turned a shoestring budget into 5x ROAS using nothing but authentic UGC and love. Small spend, massive returns. #AffiliateWINS”
- “Here’s to the quiet achievers steadily driving volume without the spotlight. You’re the backbone of this industry. #AffiliateWINS”
Each week on the Affiliate Marketing Podcast, we’re showcasing why affiliate isn’t just a moment—it’s EVERY moment in your business. Share your #AffiliateWINS as we unveil an incredible lineup of guests and features, brought to you by our season sponsors at Everflow.io.
Use the hashtag to shout-out your wins and positivity on social channels or contact us directly with your stories.
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