Affiliate Marketing Podcast – Back to the future with Matt Frary

In this week’s episode of the Affiliate Marketing Podcast, Lee-Ann is joined by Matt Frary to discuss affiliate marketing over the years and get some valuable tips for affiliate managers. Matt Frary has launched several successful companies, including SmarterChaos and She Is Media – both acquired by Digital Media Solutions (DMS) in 2020 – and SmartDog Marketing. 

2025 Update: Matt Frary continues his industry leadership through Chief of Chaos, where marketers can now schedule a complimentary program audit to identify optimisation opportunities.

Listen to the podcast to hear more about:

• The story of how Matt got into affiliate marketing
• How affiliate marketing has changed and how technology has helped to drive this over the years
• The importance of spending a brand’s money in the right way as an affiliate manager

[02:14] The Entrepreneurial Journey in Affiliate Marketing – Matt recounts his compelling entry into the affiliate marketing sphere, detailing the pivotal moments that shaped his career trajectory from novice to industry leader. His narrative illustrates how early recognition of affiliate marketing’s potential positioned him advantageously in what would become one of digital marketing’s most dynamic channels. “What fascinated me initially was the pure performance aspect—the accountability that traditional channels simply couldn’t match at the time,” Matt explains, offering listeners valuable context on the industry’s formative years.

[14:37] Technological Evolution Reshaping Performance Marketing – The conversation explores how technological advancements have fundamentally altered affiliate marketing practices over the years. Matt analyzes the shift from basic tracking methods to sophisticated attribution models, highlighting how these developments have both complicated and enhanced the affiliate ecosystem. “The tools available to today’s affiliate managers would have seemed like science fiction when I started,” notes Matt, emphasising how technology has enabled more precise targeting while simultaneously raising expectations for program performance.

[29:52] Strategic Budget Allocation for Maximum Program Impact – Perhaps most valuable for practicing affiliate managers is Matt’s detailed guidance on responsible budget management. He articulates why thoughtful allocation of brand resources represents the cornerstone of successful program management, warning against common pitfalls that undermine ROI. “The difference between mediocre and exceptional affiliate management often comes down to spending discipline—knowing exactly where each dollar delivers maximum value for your brand,” Matt advises, before sharing tactical approaches to budget optimisation that listeners can implement immediately.

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We will be adding new episodes as we continue our 3RD SEASON of the Affiliate Marketing Podcast which will be featuring guests who’ll be sharing insights on SEO, Social Media, Paid Advertising, Social Selling and so much more!

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