The Performance Solution for Business Analytics And Marketing Automation
As a player in the performance marketing realm, you need the flexibility to build your own private affiliate network with your preferred partners, in order to grow your sales and marketing ROI. This is made possible with the Partnership Management functionality on Ingenious Enterprise.
Among others, it includes the affiliate network concept of paying only for the sale or a conversion. This concept is known as cost-per-acquisition or CPA marketing. CPA is sometimes more generally known as cost-per-action, as it encompasses both sales and leads as a benchmark for commissions.
In addition to CPA marketing, the Ingenious Enterprise platform provides you with the flexibility to monitor any other performance indicators. This is possible because Ingenious Enterprise includes the capability of tracking all activities delivered by your partners for your campaign. You will know which partner in your network has been performing and be able to determine how your commissions should be paid out.
As Ingenious Enterprise helps you to manage your partners and affiliates, as well as track all actions possible, you are able to select among commission models that are based on your preferred performance indicators, as well as standard online marketing approaches, such as CPC and CPM. These examples are explained here:
Running an affiliate programme with a cost-per-acquisition or CPA marketing model ensures a high marketing ROI, as advertisers pay only when sales are generated. This commission model is best used to serve sales objectives, as it rewards the partner that sealed the deal.
With cost-per-lead or CPL models, advertisers pay for each lead generated from the ad. This could be a newsletter subscription or other active engagement from a potential customer, and is often used for high-value products and services.
With cost-per-click or CPC campaigns, advertisers pay for each click delivered to a specified page. Being click-oriented, this model is often applied to ads aimed at a targeted audience.
With cost-per-mille or CPM campaigns, advertisers pay for every thousand views of their advertising media. Being traffic-oriented, this model is also often used to increase brand awareness.
Your partners can also be paid commissions based on any other conversion target you wish to track, such as a file download (cost-per-download), a video view, an online interaction or an offline call with a customer service officer (cost-per-call). Anything is possible.
The Ingenious platform offers greater clarity on your performance marketing activities beyond traditional commission models. You can track every performance indicator, even non-commercial ones, to better analyse the campaigns. This means that you are able to monitor several tracked events without having to pay out commissions.
Here’s an example: let’s say you have a video ad for your latest product. While your partners are given commissions based on the amount of sales delivered, you can also monitor video clicks and video shares as non-commercial indicators. These indicators can be set to be visible or invisible to your partners, depending on whether you wish to share this with them. With these additional indicators, you will be able to gain deeper insights on the performance of your campaigns.
Ingenious Enterprise also allows your defined performance indicators to be mapped into a customer journey. From this, not only will you be able to see which partners in your ad network are delivering sales, you will to identify and incentivise the partners that play a crucial role in assisting the sale and pushing customers to go further in the sales funnel.
Ultimately, we understand that strategic partnerships are fundamental success elements in online marketing. That is why our Ingenious Enterprise solution provides the flexibility of defining your commission models, so that you can optimise your affiliate programme, strengthen partnerships and maximise your marketing ROI.