The under-performers are terminated at the end of the first four weeks. The main learning of the first cycle is that targeting must be refined in two ways. First, they must add a new factor into the selection process. They must deselect sites where the consumer is already a heavy user of both source and target sites. The trick is to define the frequency of returns to the associated site that is likely to make them less responsive to a new inducement.
More investigation is warranted.
Second, they must investigate the effect of web-rings on surfing behavior. One other high value opportunity area remains for new investigation. If you can distill the characteristics of this source site that generate a higher propensity to be interested in the target site, you might be able to find other high-performing feeder sites. These techniques are being applied to supply chain management, product positioning, portfolio management, niche market development in several industries, and many more situations. There is likely an opportunity to exploit Closed-Loop Analysis where you work.