Impact, a privately owned US company founded in 2008, develops software for partnership management. Employing approximately 1260 people, the company focuses on creating and improving various partnership strategies, encompassing influencer marketing, affiliate marketing, mobile partnerships, business development, and SaaS partnership marketing. Previously known as Impact Radius, the firm's core business is software development within the partnership management sector.
A marketing manager recently faced a decision regarding budget allocation for marketing campaigns, choosing between high-impact, one-off campaigns with top-tier creators or sustained partnerships with multiple creators. This decision affects attribution tracking, cost per acquisition (CPA), and customer lifetime value (CLV). A podcast, The Partnership Economy Podcast, hosted by Todd Crawford, featured Brian Klais, CEO and founder of URLgenius, in a recent interview. The podcast's season included discussions about partnership programs and their performance. Some mid-tier publishers reported receiving rejection emails from premium brands regarding partnership programs. Concerns regarding the effectiveness of performance marketing attribution were also raised, noting that last-click attribution may not accurately reflect the contributions of all partners involved in a customer's journey.
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