The partnership marketing industry has lacked a unified standard for assessing which affiliate partners, content creators, and publishers deliver true incremental growth.
Leading independent partnership marketing agency, PartnerCentric, launched their Incrementality Index marketing technology and inaugural Incrementality Power Rankings Report at Affiliate Summit East to establish this definitive source of truth. The industry’s first data-driven, partner-agnostic technology and reporting is poised to revolutionize and deliver irrefutable credibility to the partnership marketing industry, while driving actionable insights for brands.
“At West Marine, we are boaters serving boaters. It’s important to our current and potential customers that we are accessible and informative where and when they need us the most,” said Dan Stone, Director of Customer Acquisition, West Marine. “PartnerCentric’s Incrementality Index aligns with our data-driven approach to marketing investments and creates the opportunity for affiliate marketing to be a discovery engine that could positively impact all of our digital marketing channels and drive the business forward.”
As part of the Incrementality Index technology launch, PartnerCentric has published the first Incrementality Power Rankings Report1 uncovering the industry’s leading categories and partners moving the needle:
- Buy Now Pay Later, slated to garner payment values of $125B by 2027 according to eMarketer, outpaced other categories in the June 2023 Power Rankings with an incrementality Index Score of 70%.
- Content Creators & Digital Content Publishing, which will grow at a compounded rate of 6.3% by 2030 according to Market Research Future, saw an Incrementality Index Score of 67% in June of this year.
- The Incrementality Index clearly demonstrated that a score improves nearly 100% when supporting media advertisements are present, confirming the benefits of a multi-pronged marketing strategy.
The Incrementality Index, a transformative marketing technology and service, brings a data-driven understanding of affiliates’ incremental impact through a combination of measures, including the:
- Unique ability to create new customers relative to existing customer transactions.
- Capacity to influence on early to mid-stage purchase funnel interactions.
- Power to reactivate stalled or dormant purchase paths.
These factors are combined into a clear and actionable score that uniquely harnesses a brand’s own back-office analytics to ensure alignment with other marketing channels, to eliminate self-reporting bias and paint a holistic picture of what is moving the business forward.
“Transparency and accountability have never been more important as the boundaries of affiliate marketing continue to blur with other marketing channels, such as influencer and public relations. Over the years, marketers have been in the dark as to which affiliate partners truly create incremental lift,” said Stephanie Harris, CEO & Founder, PartnerCentric. “We built the Incrementality Index and patented FUSE2 technology to debunk affiliate marketing myths, offer a clear data-driven view of each partner’s digital purchase pathway impact and deliver actionable and automated commission opportunities across all channels of influence.”
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