8 Types of Marketing Campaigns: Strategies, Tips, Use Cases

1. Product Launch Campaign

What is it?

A product launch campaign is all about building excitement and awareness for a new product or service. It’s a way to let people know something new is coming, get them interested, and make them want to try it as soon as it’s available.

Goal

The primary goal of a product launch campaign is to successfully introduce a new product or service to the market. This includes creating awareness and excitement among the target audience. 

Phases

There are 4 phases commonly in a successful product launch campaign. It starts with the planning phase and ends with a post-launch phase. However, based on the time left for planning and execution, these might differ:

| Phase | What Happens |
|-------------------------------|-----------------------------|
| <span> Planning</span> | <span>Set goals, define audience, create assets</span> |
| <span> Pre-launch</span> | <span>Tease product, build email list, engage influencers</span> |
| <span> Launch</span> | <span>Coordinate official launch, execute campaign</span> |
| <span> Post-launch</span> | <span>Collect feedback, analyze results, optimize strategy</span>

You can launch your product on the market using these platforms:

• Social media: Use platforms like Instagram, Facebook, and LinkedIn to share teasers, ads and host live events.

• Email marketing: Send countdown emails, share exclusive previews, or offer special promotions.

• Influencer marketing: Partner with influencers for product reviews and engaging unboxing videos.

• Content marketing: Create blogs, videos, and webinars to highlight your product.

• Paid ads: Run Google Ads or social media campaigns to reach your audience.

• Events: Host virtual or in-person launch events and live demos.

• E-commerce: Feature your product on your website or platforms like Amazon or Shopify.

• PR: Get media coverage through press releases and outreach to journalists.

How do we measure success?

You can measure the success of an email marketing campaign by tracking the following:

• Open rate: The percentage of people who opened your email. A higher open rate means your subject line was interesting.

• Click-through rate (CTR): The percentage of people who clicked on a link in your email. This shows how engaging your content was.

• Conversion rate: The percentage of people who took an action (e.g., made a purchase) after clicking your email link.

• Bounce rate: The percentage of emails that didn’t get delivered. A high bounce rate means your email list needs cleaning.

• Unsubscribe rate: The percentage of people who stopped subscribing. This can help you understand if your content is missing the mark.

Example:

Here is one of the best campaign strategy examples to inspire you!

• Name: Apple

• About the campaign:
  Apple knows how to get people excited about their product launches. They focus on storytelling, keep details about new products secret, and show how their products can improve everyday life. Instead of talking much about the tech part, Apple talks much about how the product can improve one’s lifestyle. They also create buzz through clever marketing, using fewer ads than competitors.

Source: Apple

• Why it worked:
  Apple doesn’t just focus on features; they show how their products fit into your life and make it better. They ignite curiosity by keeping details like product design, features, and specifications secret. Fans and media speculate about what’s coming, sharing rumours and ideas, which builds excitement even before the official launch.

• What did they do differently?
  Before launching the AirPods Pro, Apple did something simple but smart. They put up posters in stores worldwide showing models, but there was no text or branding on them. This made people curious and started conversations about what it could be. After the launch, the posters were changed to show the same models wearing the AirPods Pro. This built mystery first and then revealed the product in an exciting way.

• Result:
  This approach worked really well. The AirPods Pro created a lot of buzz and became very popular. By using storytelling, keeping secrets, and showing how their products can improve lives, Apple showed why they are so good at product launches.

2. Email Marketing Campaign

What is it?

An email marketing campaign is a strategy where businesses send targeted emails to connect with their customers or audience. It’s used to share updates, promote products, nurture relationships, or drive sales. Done right, it’s one of the most effective ways to engage customers directly.

Goal

The main goal of an email marketing campaign can vary depending on the business. Here are a few common goals include:

• Increasing sales of a product or service

• Boosting website traffic

• Building trust and loyalty with customers

• Informing subscribers about new launches or offers

• Collecting feedback to improve products or services

Phases

A typical email marketing campaign would have these phases. Depending on the time left to prepare and execute, a few might be omitted:

| Phase | What Happens |
|-------------------------------|-----------------------------|
| <span> Planning</span> | <span>Define the goal, understand the target audience, and create a campaign strategy.</span> |
| <span> Content creation</span> | <span>Write engaging emails with strong subject lines, clear messages, and CTAs.</span> |
| <span> Sending emails</span> | <span>Use email platforms to send messages at optimal times for the audience.</span> |
| <span> Measuring results</span> | <span>Track key metrics like open rates, click-through rates, and conversions.</span>

Best practices for engagement

Here are some pointers you need to remember to engage your audience better. 

• Personalize your email: Use the recipient’s name or include content tailored to them. This will add a personal touch.

• Write a strong subject line: Make it short, engaging, and interesting so people want to open the email.

• Add value: Include tips, discounts, or exciting updates. Avoid emails that only talk about your company without adding value to the reader.

• Include a strong call-to-action (CTA): Make it easy for people to know what to do next, like “Shop Now” or “Grab The Offer.” Make sure that the CTA is compelling and strong.

• Keep it mobile-friendly: Many people check emails on their phones (including me), so make sure your emails look good on smaller screens.

• Test and optimize: Send test emails to small groups to see what works best (e.g., different subject lines, content, or images).

How do we measure success?

You can measure the success of an email marketing campaign by tracking the following:

• Open rate: The percentage of people who opened your email. A higher open rate means your subject line was interesting.

• Click-through rate (CTR): The percentage of people who clicked on a link in your email. This shows how engaging your content was.

• Conversion rate: The percentage of people who took an action (e.g., made a purchase) after clicking your email link.

• Bounce rate: The percentage of emails that didn’t get delivered. A high bounce rate means your email list needs cleaning.

• Unsubscribe rate: The percentage of people who stopped subscribing. This can help you understand if your content is missing the mark.

Example:

Here is an example of the best email promotional campaigns that made me act. 

• Name: Wix

• About the campaign:
  Wix used a time-sensitive email campaign to encourage users to upgrade their websites by offering a 50% discount. The email focused on urgency with phrases like "Final Hours" and "50% OFF ends today" to get users to act quickly. The design was simple, with the main focus on the discount and a clear call-to-action (CTA) button that said, "Upgrade Now."

• Why it worked:
  This campaign worked because it made people feel like they had to act fast or miss out. The 50% discount was a strong motivator, and the email layout made it easy to understand the deal. Adding the recipient's website name ("Upgrade your Eatyum website") made the email feel personal and relevant.

• What did they do differently?
  Wix focused on keeping the email clean and straight to the point. There weren’t any unnecessary details or distractions—just the offer and what the user needed to do next. They also used urgency effectively, which is a powerful way to boost sales quickly.

• Result:
  Urgency-based emails like this often lead to higher click rates and quick conversions. This campaign would have probably helped Wix boost their ROI quickly.

3. Social Media Marketing Campaign

What is it?

Social media marketing is often done by businesses that involve creating and sharing content such as posts, images, videos, or ads on social media to engage users and encourage them to take specific actions, like visiting a website, making a purchase, or sharing the content with others.

Goal

The main goal of a social media marketing campaign is to achieve one or more goals, which may include:

• Increasing brand awareness.

• Driving website traffic

• Generating leads

• Boosting sales.

• Engaging with the audience.

Phases

A typical social media marketing campaign consists of the following phases:

| Phase | What Happens |
|-------------------------------|-----------------------------|
| <span> Planning</span> | <span>Define the campaign's objectives, target audience, and key messages.</span> |
| <span> Content creation</span> | <span>Develop engaging content that aligns with the campaign's goals.</span> |
| <span> Scheduling and publishing</span> | <span>Determine the best times to share and post content on selected platforms.</span> |
| <span> Monitoring</span> | <span>Keep track of the campaign's performance and audience interactions.</span> |
| <span> Analysis and optimization</span> | <span>Evaluate the results and make necessary adjustments to improve effectiveness.</span>

Best practices for engagement

To effectively engage your audience during a social media marketing campaign, try to follow these practices:

• Know your audience: Understand their interests, preferences, and online behavior.

• Create valuable content: Share useful, entertaining, or inspiring information to your audience.

• Be consistent: Maintain a regular posting schedule to keep your audience engaged.

• Encourage interaction: Ask questions, run polls, and invite comments to foster engagement.

• Respond promptly: Address comments and messages on time to show that you value your audience's input.

How do we measure success?

Monitor the following metrics to determine the outcome of your social media marketing campaign.

• Reach: The number of unique users who have seen your content.

• Engagement: The total number of likes, comments, shares, and clicks your content receives.

• Conversion rate: The percentage of users who made a desired action, such as purchasing or signing up for a newsletter.

• Referral traffic: The amount of website traffic coming from social media platforms.

• Return on investment (ROI): The revenue generated from the campaign compared to its cost.

Example:

Here is one of the best marketing campaigns that interested me so much.

• Name: Spotify.

• About the campaign:

  Spotify’s “Wrapped” campaign is an annual event where the company creates personalized summaries of users' listening habits from the past year. It highlights their top songs, artists, genres, and even the number of minutes they spent listening. The campaign is fully integrated with the app and designed to be easily shareable on social media. Users can show off their unique tastes and stats, while Spotify gets free promotion from their posts.

• Why it worked:

  The campaign worked so well because it felt personal and fun. People love seeing their music stats and enjoy sharing their Wrapped stories to show off their unique music taste. As the shareable design is vibrant, creative, and perfect for platforms like Instagram and Twitter, people (including me) went into a frenzy and shared their wrapped stories. 

• What did they do differently?

  Spotify made the campaign feel more like an experience than just a report. They use dynamic visuals, fun categories (like guilty pleasures or surprising artists), and engaging animations to excite users. Plus, they make sharing effortless, with one-click options to post Wrapped stories directly to social media. 

  By making “Wrapped” a limited-time feature, users felt compelled to check it out before it’s gone, which is called FOMO (fear of missing out) in marketing slang.

• Result:

  Spotify’s Wrapped campaign drives massive engagement every year. Millions of users share their stats, which boosts Spotify’s visibility and creates a wave of organic promotion. It strengthens the brand’s connection with users by making them feel seen and appreciated, leading to higher customer loyalty. 

  Wrapped is often trending on social media during its release. Even now, several articles, blogs, and write-ups are speculating when Spotify Wrapped 2024 will be, proving the campaign's effectiveness.

4. Influencer Marketing Campaign

What is it?

Influencer marketing is when companies partner with popular figures on social media to promote their products or services. These figures, known as influencers, have a lot of followers and can influence their buying decisions or opinions about a brand.

Goal

The main goal of an influencer marketing campaign is to reach more people, particularly those who might like the company’s products but aren’t yet customers. Influencers can help introduce the brand to their followers in a friendly and relatable way.

Phases

Here is a simplified view of the typical phases of an influencer marketing campaign:

| Phase | What Happens |
|-------------------------------|-----------------------------|
| <span> Strategy development</span> | <span>Define goals, set budget, plan campaign schedule.</span> |
| <span> Influencer identification and collaboration</span> | <span>Research and select influencers, negotiate terms, co-create content.</span> |
| <span> Execution</span> | <span>Launch content, monitor progress.</span> |
| <span> Evaluation</span> | <span>Analyze performance, gather feedback.</span> |
| <span> Optimization and follow-up</span> | <span>Maintain influencer relationships, refine future strategies.</span>

How do we measure success or impact?

Success can be measured by looking at:

• Increase in sales.

• More followers or engagement on the brand’s social media.

• Getting more people to sign up for something or download an app.

• Or getting visibility to a particular event or show after the campaign's launch. 

You can also compare the numbers before and after the campaign to evaluate its success.

Example 

Here is a French skincare company that aced influencer marketing like a pro. 

• Name: La Roche-Posay 

• About the campaign:

  At the US Open, La Roche-Posay, a famous French skincare brand and the official sunscreen partner of the US Open since 2022, set up a cool booth with a high-tech machine that could check your skin for sun damage. They also gave influencers like Jae Gurley a chance to try their sunscreen products by partnering with them and asking them to share their experiences on TikTok.

Source: TikTok

• Why it worked:

  People got really into it because it was hands-on and eye-opening. Jae Gurley and others posted TikTok videos showing how the skin scanner works and how the sunscreen protects against sun damage. And all this happening at the US Open? It meant a lot more people were watching and talking about it.

• What did they do differently?
  La Roche-Posay didn’t just hand out free samples; they went big with technology that made everyone think twice about sun protection. Not only that, but they also told everyone how effective their sunscreen is without actually telling them.

• Result:
  This strategy gained a lot of attention for the brand. By using a celebrity endorsement, they showcased the product’s ability to protect against sun damage while cleverly proving its effectiveness without directly stating it. The campaign, which took place during the US Open, not only boosted the brand’s visibility but also educated people about skin health and the importance of daily sunscreen use.

5. Content Marketing Campaign

What is it?

A content marketing campaign is an effort where businesses create and share valuable content to attract and engage their target audience. This content could be anything from blog posts, videos, infographics, or social media updates. 

Goal

The idea here is to connect with the audience by providing relevant and helpful content. This approach promotes products or services and establishes trust among the customers and customers to be.

Phases

A content marketing campaign typically involves the following phases. A few might differ based on the time being, business nature, and a few other factors. 

| Phase | What Happens |
|-------------------------------|-----------------------------|
| <span> Planning</span> | <span>Define objectives, target audience, and key messages.</span> |
| <span> Content creation</span> | <span>Develop engaging and valuable content tailored to the audience's needs.</span> |
| <span> Distribution</span> | <span>Share the content across appropriate channels to reach the target audience.</span> |
| <span> Engagement</span> | <span>Interact with the audience through comments, shares, and feedback.</span> |
| <span> Analysis</span> | <span>Measure the campaign's performance and gather insights for improvement.</span>

How do we measure success?
The results of a content marketing campaign could be subjective, as the goals of a campaign might differ from time to time. But here are a few common metrics marketers use to measure the success of a campaign.

• Website traffic: Monitor the number of visitors to your site.

• Engagement rates: Track likes, shares, comments, and other interactions.

• Lead generation: Count the number of new leads or subscribers acquired.

• Conversion rates: Measure how many leads turn into customers.

• Return on investment (ROI): Compare the campaign's cost to the revenue generated

Example
There are several examples of successful content marketing. However, Coca-Cola’s “Share a Coke” campaign in 2011 was one of the best marketing campaigns even after many years. Here is a crip analysis on the same.

• Name: Airbnb.

• About the campaign:

  Airbnb’s “Made Possible by Hosts” campaign is a perfect example of how to connect with people through authentic storytelling. It came out in 2021 when people were missing travel the most due to the global pandemic. Instead of using scripts and actors, which is the usual way, Airbnb chose to use real photos and videos submitted by their guests. That made it unique—it felt genuine, heartfelt, and relatable.

Source: Airbnb

• Why it worked:
  The campaign showed families and friends spending time together at Airbnb rentals, doing simple, everyday things like playing board games, enjoying coffee, and making memories. The “Forever Young” video was a hit, pulling in over 7.5 million views! It wasn’t about amazing destinations but the joy of being with loved ones, which people missed during the pandemic.

• What did they do differently?
  By focusing on real emotions and moments, Airbnb reminded people that travel is more than just going places. When people were physically and mentally down watching the video, it brought back a smile. As this campaign had a strong emotional connection, users might feel like booking their next trip right away! That’s the magic of their approach: it wasn’t just about selling but about sharing.

• Result:

  Today, a heartwarming video from Airbnb has hit 53.8 million views.

  Back in January 2022, Airbnb’s Strangers campaign helped them become the #1 US Travel YouTube Creator. By understanding how travel habits changed after COVID, Airbnb created campaigns that really connected with people and stuck in their minds.

Check out more here: Tubularlabs.

6. SEO Marketing Campaign

What is it?

An SEO marketing campaign is a strategy to improve a website’s visibility on search engines like Google, Bing, or Yahoo. By optimizing the content and technical aspects of the site, the goal is to rank higher for specific keywords so that more people can find the website. This campaign focuses on bringing in organic (unpaid) traffic, which is often more valuable and sustainable than paid ads.

Goal

The primary goal is simple: to get your website to show up when people search for things related to your business. Doing this will attract the right audience, generate more leads, and eventually convert them into loyal customers.

Difference Between SEO and PPC:

| Aspect | SEO | PPC (Pay-Per-Click) |
|-------------------------------|---------------------------------------------|---------------------------------------------|
| <span> Cost</span> | <span>Free traffic, but it takes time and effort to optimize.</span> | <span>You pay for every click on your ad.</span> |
| <span> Placement</span> | <span>Appears in organic search results below or next to ads.</span> | <span>Shows at the top of search results as "Ads."</span> |
| <span> Time to see results</span> | <span>Takes time (weeks or months) to see results.</span> | <span>Instant results as soon as the ad runs.</span> |
| <span> Longevity</span> | <span>Long-lasting effects if done right, even after work stops.</span> | <span>Stops immediately once you stop paying.</span> |
| <span> Click-Through Rate (CTR)</span> | <span>Often higher because users trust organic results more.</span> | <span>May have a lower rate because some users avoid ads.</span> |
| <span> Control</span> | <span>Less control; search engines decide rankings based on algorithms.</span> | <span>Full control over keywords, audience, and budget.</span> |
| <span> Credibility</span> | <span>Builds trust and authority over time.</span> | <span>Seen as less trustworthy by some users because it's paid.</span> |
| <span> Best for</span> | <span>Long-term traffic and building a strong online presence.</span> | <span>Quick traffic, launching new products, or seasonal offers.</span> |
| <span> Effort needed</span> | <span>Requires consistent work (content, technical fixes, link building).</span> | <span>Requires ongoing payment and active campaign management.</span>

Components of a successful SEO strategy

A successful SEO strategy should be holistic and concentrate on all the below components.

• Research & audit
  Analyze your website’s performance, identify areas for improvement, and study competitors to understand their strategies.

• Keyword research
  Find high-traffic, low-competition keywords that match what your target audience is searching for.

• On-page optimization
  Update titles, meta descriptions, header tags, and URL structures. Strengthen internal linking for better navigation.

• Technical SEO
  Make sure the website is fast, mobile-friendly, secure (HTTPS), and free from technical issues like broken links or incorrect redirects.

• Content strategy
  Plan a calendar to create content based on keyword research, focusing on delivering high-value material for your audience.

• Content creation
  Produce blog posts, landing pages, guides, and other content optimized for specific keywords.

• Link building
  Reach out to earn backlinks from trusted, high-authority websites to boost your site’s credibility.

• Local SEO (If Needed)
  Optimize your presence for local search by managing a Google Business Profile and encouraging customer reviews.

• Monitoring & Analytics
  Track key metrics like rankings, traffic, and conversions. Use this data to adjust and refine your strategy for better results.

How do we measure success?

Here are key metrics and methods to measure the effectiveness of an SEO campaign:

• Organic traffic: Check the number of visitors from search engines using tools like Google Analytics.

• Keyword rankings: Monitor your position in search results for targeted keywords.

• Domain Authority (DA): Use tools like Moz or Ahrefs to see if your site’s authority improves.

• Backlinks: Track the quantity and quality of links pointing to your site using tools like Ahrefs or SEMrush.

• Bounce rate: Check if visitors stay on your site or leave quickly. Just you know, lower bounce rates are better.

• Page load speed: Use Google PageSpeed Insights to monitor and improve site performance.

• Conversion rates: Measure actions like sign-ups, purchases, or contact form submissions.

• CTR (Click-Through Rate): Monitor how often users click on your links in search results.

Tools for optimization and SEO marketing

They say, SEO is easy to learn but difficult to master. But if you use these tools, you can master SEO like a pro. Here are some tools, grouped by category, to help with SEO. 

SEO Content Creation

• GravityWrite: One of the best free AI writing tools for creating SEO-friendly content.

• Jasper AI: Generate ideas and long-form content optimized for SEO.

• MarketMuse: Plan and optimize content for better rankings.

• Frase: Help create content that matches user search intent.

Keyword Research

• Google Keyword Planner: Find popular search terms.

• Ahrefs Keywords Explorer: Deep keyword insights and analysis.

• SEMrush: Discover and analyze keywords for your niche.

Website Analysis

• Google Analytics: Track visitor behavior and website performance.

• Google Search Console: Monitor search visibility and fix issues.

• Screaming Frog SEO Spider: Find technical SEO problems on your site.

Content Optimization

• Yoast SEO (WordPress Plugin): Optimize blog posts and pages.

• Surfer SEO: Get content suggestions based on competitors.

• Grammarly: Ensure your content is clear and free of errors.

Competitor Analysis

• Ahrefs: Check what’s working for your competitors.

• SEMrush: Analyze your competitor’s strategies.

• Moz: Compare rankings and domain authority.

Backlink Building

• Ahrefs: Find backlink opportunities.

• BuzzStream: Manage link-building campaigns.

Performance Monitoring

• Google Data Studio: Create easy-to-read SEO performance reports.

• Google Analytics 4: Tracks user behavior across websites and apps.

7. User-Generated Marketing Campaign

What is it?

A user-generated marketing campaign is a creative way to involve customers in promoting a brand. Instead of the company creating all the content, customers and fans of the brand create it themselves. This could be through photos, videos, reviews, or social media posts. The campaign often feels more authentic because it showcases real people using or talking about the product or service.

Goal

The main goal of a user-generated campaign is to build trust, awareness, and engagement. When people see content created by others like them, they are more likely to trust the brand. It also helps reach new people, as customers’ posts can spread on social media or other platforms. Plus, it’s a cost-effective way for brands to get fresh, diverse content.

Phases:

| Phase | What Happens |
|-------------------------------|-----------------------------|
| <span> Planning</span> | <span>Set goals, decide the content type, and create guidelines for participants.</span> |
| <span> Launching</span> | <span>Announce the campaign, introduce a catchy hashtag, and offer incentives.</span> |
| <span> Engagement</span> | <span>Interact with participants, share their posts, and keep the excitement alive.</span> |
| <span> Wrapping up</span> | <span>Thank participants, showcase the best content, and review campaign success.</span>

How do we measure success?

To know if the campaign worked, you can track:

• Engagement metrics: Count the number of submissions, likes, shares, and comments on the posts.

• Reach: See how many people saw the user-generated content through hashtags or shares.

• Brand sentiment: Look at what people are saying about the campaign and the brand. Is it positive?

• Sales impact: Check if there’s an increase in sales during or after the campaign.

• New customers or followers: Track if more people started following your brand or signing up for newsletters.

Example

• Name: Starbucks.

• About the campaign:
  Starbucks’ “White Cup Contest” is one of the most iconic user-generated content (UGC) campaigns ever. The concept was simple but brilliant: Starbucks invited its customers to unleash their creativity by decorating its classic white coffee cups. Participants were encouraged to share their designs on social media using the hashtag #WhiteCupContest. The prize? A $300 Starbucks gift card and the chance to have their artwork featured on a reusable cup.

Source: Starbucks

• Why it worked:
  The campaign was simple and designed in such a way to build engagement. The brand motivated its users to design their classic white cups by offering a whopping $300 gift card.
  And users shared their proud creations on social media. 
  The campaign generated visually appealing content that flooded social media, creating organic buzz. It wasn’t just about coffee but about creativity, sustainability, and community.

• What did they do differently?
  Starbucks made use of something that their customers were already doing, which was decorating their cups. In other words, instead of inventing a trend, they just amplified it. This made the campaign look authentic rather than salesy.

  The brand also subtly pointed out that they use “eco-friendly cups” by giving them as a prize for the best UGC designs. 

• Result:
  The campaign was a massive success. People were proud of sharing their artwork on social media with the hashtag #WhiteCupContest. It increased Starbucks’ organic reach and engagement. 

8. Affiliate Marketing Campaign

What is it? 

An affiliate marketing campaign is a way for a business to promote its products or services through partners, called affiliates. These affiliates use their platforms and promote it. When their followers or viewers buy the products using a unique link provided by the affiliate, the affiliate earns a commission. It's a win-win: the business gets more sales, and the affiliate makes some money for their efforts.

Goal

An affiliate marketing campaign's main goal is to increase sales through the affiliates' networks. It's about driving more customers to the business via their affiliates.

Phases 

Here’s how a typical campaign goes:

• Planning: Decide what products to promote, select potential affiliates, and set the commission rates.

• Recruitment: Reach out to potential affiliates, explain the benefits of joining the campaign, and get them on board.

• Activation: Provide affiliates with tools like promotional materials and unique tracking links.

• Management: Regularly communicate with affiliates, help them optimize their promotions, and solve any issues.

• Review: Look back at how the campaign performed, which affiliates brought in the most sales, and gather insights to improve future campaigns.

How do we measure success? 

Measuring the success of an affiliate marketing campaign is all about tracking and analytics. Here are a few metrics to analyze:

• Sales numbers: How many sales were directly generated through affiliate links?

• Traffic: How much web traffic came from each affiliate?

• Conversion rate: What percentage of the visitors brought by affiliates actually bought something?

• Return on investment (ROI): Are the profits from sales worth more than the cost spent on managing the affiliate program and paying commissions?

• Affiliate performance: Which affiliates are performing best and why?