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It is one of GWO SEVO’s four internal Strategic Service Lines. Its role is to create customer acquisition through affiliates, performance marketing, partners, and organic and direct lead-generation channels.

It is an acquisition model in which approved partners promote an offer and an agreed commercial action is tracked. The programme needs clear eligibility, attribution, terms, creative guidance and a process for handling invalid activity.

Affiliates or partners can introduce an offer to relevant audiences through agreed channels. The commercial value depends on audience fit, a clear proposition, reliable tracking and what happens after the referred prospect arrives.

Paid media buys access to an audience under a platform’s advertising model. Affiliate marketing uses partner relationships and agreed attribution for a commercial action. A campaign may use either route or a justified combination.

The organisation needs a clear offer, eligible audience, partner criteria, terms, tracking method, approved content, conversion journey and reporting process. Payment and dispute rules also need to be confirmed before recruitment begins.

Review audience relevance, promotion methods, reputation, content quality, compliance and the ability to report activity. A large following does not by itself establish partner fit or expected performance.

A programme needs an agreed identifier or attribution method that connects a partner’s activity to the defined commercial action. The tracking window, exclusions and treatment of duplicate sources must be documented.

They depend on the offer, valid commercial action, attribution rules, reversals, payment process and approved economics. No universal GWO SEVO commission rate or payment schedule is approved for public display.

Define prohibited methods, validation checks, evidence requirements, reversal rules and escalation before activity begins. Controls should protect the organisation and legitimate partners without treating every unusual pattern as proof of fraud.

They need accurate offer information, approved claims, clear audience guidance, permitted channels, current creative assets and disclosure requirements. Partners should not have to invent product facts to explain the offer.

Attribution is the rule used to decide whether a tracked commercial action should be credited to a partner. The rule must address multiple touchpoints and be understood before results or payments are calculated.

They are source-approved parts of the Affiliate and Growth Marketing capability line. Their role depends on how the audience discovers the offer, takes action and enters a measurable lead workflow.

It means acquisition activity managed against defined actions and reporting, rather than media exposure alone. The measure, attribution basis and acceptable evidence need to be agreed for the campaign.

It may support demand when relevant partners, a suitable offer and reliable tracking are available. Market entry still requires validation of audience, language, commercial terms, permissions and operational follow-up.

The campaign needs a clear destination or conversion path where the offer and action can be understood and measured. A landing page is an approved capability in the Customer Acquisition Sprint and may need to be included in scope.

Check that the offer, disclosure, tracking, page and conversion action work clearly on the devices and channels the audience uses. Messaging or mobile-money steps, where relevant, still need approved operational and data handling rules.

The models can overlap, but they are not automatically the same. The difference lies in who promotes the offer, the relationship with the brand, the action being rewarded and the attribution and disclosure rules.