After months of hard work by our R&D team, we are delighted to announce the opening of the Effinity Performance Center. This space, for the use of our advertiser customers and our experts, provides an exhaustive vision of the life of a partner network, and enables it to be managed with great finesse.
Digital media have never been so numerous, and today’s advertisers need to be omnipresent to reach their audiences. Gone are the days when the equation “Google + Facebook = I reach everyone” was king. What’s more, with the protection of private data (cookies, RGPD), it’s no longer the consumer that we have to try to follow throughout his or her journey, but it’s up to the advertiser to be present in the right way across all digital consumption venues.
Ultimately, this means that the monitoring data collected is highly complex, making it difficult to take the right decisions quickly. Against this backdrop, how can we put data to work for performance? That’s the thinking behind our Performance Center!
Over the coming weeks, we’ll be taking a closer look at the many indicators and action levers to which the Performance Center gives access. In this article, we offer just a quick overview of the possibilities it offers.
The Performance Center, reflecting new approaches to digital acquisition
The Effinity Performance Center’s vocation is to be able to manage (connect, track, animate, optimize, remunerate, etc.) the different types of players who cover our approach to digital acquisition:
- Targeting approach: target the profiles you want to reach
- Contextual approach: present a brand/product on thematic sites and media in phase with its universe(s)
- Referencing approach: referencing products, services and commercial offers
- Community-based approach: reach communities grouped around a particular area of interest
- Brand to brand approach: propose an offer by another complementary advertiser
The Performance Center, a place to simplify complexity
To make it easier to manage the partner network, theEffinity Performance Center is structured around 6 themes covering all advertisers’ needs:
Know your partners
Here, it’s a question of gaining perfect knowledge of your partner network, notably through the volume of traffic to affiliated sites or the number of followers and fans of social affiliates (influencers), but also of animating it or managing the sourcing of new partners. It’s like using a real CRM to monitor your network.
Manage your partner network
The Performance Center integrates a digital library dedicated to animating partners through the sharing of news, banners and all campaign media. This space also enables you to animate and optimize your presence on comparators and shopping guides, validate publisher proofs of delivery, manage dedicated codes, etc. Particular attention is paid to the monitoring of listings, with the possibility of accessing MEA captures on a daily basis, or obtaining a report according to MEA activity periods.
Customize commissions
Commissions are the lifeblood of any business… With the Performance Center, there’s no need to worry! Whether you’re looking to customize remuneration by type of commission (CPM, CPC, CPV, CPL, CPA, etc.), manage one-off increases in remuneration (MEA), remunerate differently depending on the products purchased, set up challenges, award bonuses according to objectives – all configurations are possible.
Precise monitoring of network performance
This is the heart of the reactor! All the data required for relevant analyses are aggregated here. Data from its partner network, of course, but also from Ads platforms (Google Ads, Facebook Ads, etc.), to enable campaign management and comparison. Multiple KPIs are available, and advertisers can also configure their own KPIs according to their needs or specific calculation modes (ROI, ROAS, COS, etc.). In addition, new angles for reading figures are offered, such as the possibility of tracking sales according to their date or according to the date of the click responsible for them.
Setting tracking modes
This is where we “lift the hood”, since it’s here that we set the Effinity tracking parameters adapted to your context: First Party Cookie or Server Side (cookieless), multi-affiliate attribution, Last Clic or First Clic, Multi-Touch tracking, engagement tracking, voucher attribution, and so on.
Ensuring data security
Data confidentiality and security are major issues for advertisers. The Performance Center takes account of their expectations in this area, offering, for example, blocking of account access by IP address, PenTest or a Security Assurance Plan.
Performance Center, putting performance at the center of attention
The development of the Performance Center responds to advertisers’ need for a management tool adapted to the protean composition of their partner network. This tool can be operated directly by the customer or by an Effinity expert.
By providing structured access to a multitude of data while simplifying its understanding, the implementation of the Performance Center is the first step towards true “Data Storytelling”, an evolution in the way data is presented that Gartner predicts will have a bright future. This evolution in data processing only makes sense if it leads to better, faster decisions.
As announced above, we’ll be coming back to each of the themes covered by the Performance Center over the next few weeks to present you with all its features. For those of you who can’t wait, don’t hesitate to ask us for a demo.
Mis à jour le 23 January 2025
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Mis à jour le 23 January 2025
