Title:	A NEW PERSONALIZED APPROACH IN AFFILIATE MARKETING
Author(s):	Zeeshan Khawar Malik, Thomas M Connolly
ISBN:	978-972-8939-67-0
Editors:	Piet Kommers and Pedro Isaías
Year:	2012
Edition:	Single
Keywords:	Affiliate Marketing, Web Personalization, Publisher, Advertiser
Type:	Full Paper
First Page:	235
Last Page:	241
Language:	English
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Full Contents:	click to dowload
Paper Abstract:	Affiliate Marketing is the process of generating revenue by making referrals online and has become the most popular and cost-effective technique to market product in a fast and effective manner. In this paper we propose a personalized concept in affiliate marketing by observing the interdependent relationship between a merchant (an advertiser) and an affiliate (a publisher) and performing implicit clustering on the basis of high similarity index between affiliates (advertisers) associated with their publisher. We achieve this by observing the common characteristics between the source and the destination referrals and comparing the most effective attributes of the user profiles. On the basis of similarity between the parent and child referral we perform an implicit clustering process and calculate conditional probability from similarity between the parent and child referral in each cluster to give the best recommendation to the future coming referral. To conduct this experiment we develop a simulation using a randomization algorithm in which we showed the simulation of 1 to 100 users registered on an affiliate site and after that we check the commonalities between these users by randomly linking attributes with each user and building parent-child affiliate relationship to calculate the probability from the similarity index and on the basis of results a proposed recommendation to the future coming referrals is given in an affiliate network.
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