Affiliate Marketing contributes to the generation of profit in the online business sector. The following Thesis analyses and investigates methods that can improve affiliate marketing channels' performance by leveraging on a great amount of data. A particular emphasis is dedicated to the data analysis programming language R, to the functioning of databases and to the analysis of innovative approaches used to manage affiliate marketing. The author draws conclusions on the topic proposed with the support of theoretical observations together with the practical experience gained through the internship performed at Wayfair EU in Berlin.