Impact: Optimizing Marketing Expenditure

Where are the paid media and marketing dollars going? In today’s marketing world, brands lack confidence in the knowledge that their marketing expenditures for both online and offline advertising are being properly optimized and free of fraud. “They are unsure whether their ads are being viewed by humans or bots, and whether the data being used to undertake sound decisions are accurate and trustworthy,” begins Scott Brazina, CMO of Impact.A SaaS-based marketing technology company, Impact is focused on helping marketers detect ad fraud, make more informed decisions about their marketing expenditures, optimize their marketing investments, as well as manage and grow their performance partnerships. “Our technology brings attribution, multichannel measurement, transparency, and optimization across marketing channels, along with ad fraud detection capabilities and data integrity to provide a trusted view of the customer journey,” explains Brazina.

Impact’s technology benefits clients through three core products within the company’s natively integrated software platform—Radius, Altitude, and Forensiq. The Radius solution focuses on tracking and managing brand relationships with affiliates or partners, and caters to all types of partner marketing relationships. Every brand has relationships with thousands of partners dispersed across markets and geographies. Impact successfully establishes performance marketing management by tracking every single partner and handling reporting and compensation. Through Radius, Impact has helped clients create and grow their partnerships, set up agreements, manage programs, and nearly $1.5 billion in partnership payouts for clients in real-time.

Many brands continue to use the last touch attribution model to ascertain the potential of a product prior to sale. Altitude, a multi-touch, channel measurement solution, analyzes the customer’s journey across marketing channels right down to the point of referrals to address the aforementioned predicaments. It provides visibility into touchpoints such as SEO content, page searches, email marketing, website visits, meetings, and phone interactions between business development representatives to measure performance across each channel (online and offline), to determine the most appropriate marketing strategy. It also solves the problem of conflicting data, cleansing marketers’ data and unifying it in a single system of record.

Across the digital marketing ecosystem, misrepresentation of website visit numbers, staging of mobile apps, URL mapping, and creating false downloads are all obstacles to a brand’s growth.