There are many ways partnerships can improve the consumer
experience. If you just start with why people go online in the first place,
it's mainly for just three things.
To find information, entertainment,
and connections with people.
What really makes partnerships such a driving force for growth is
really seeing the financial results that it is now driving for businesses,
who have developed mature partnership programs.
And besides the financial results, many
brands today just don't want to be an ad.
They want to be part of the information that consumers are searching
for, and not disrupting their online behavior.
These partnerships make businesses present and relevant in the lives
of consumers,
creating new sources of value,
and helping them thrive in the new partnership economy.
The partnership economy is the revenue that companies are
creating through all types of partnerships.
They are growing their revenues through streamlining
the processes of managing the entire partnership lifecycle,
which allows their teams to be more strategic
as far as finding new partnerships and optimizing those partnerships.
The opportunity is really endless.
As CEO,
I help to set the vision and strategy for the company in collaboration
with the company's founder and executive chairman, Per Pettersen.
This includes the planning and operations cadence to develop a rhythm
for the business. To ensure that we're
measuring the important things and that we're on track for both our
financial and strategic plan.
Impact's purpose and vision is simply to create partnerships
and on many levels.
For every business, for our employees, and in society.
We're committed to being the standard operating system that all
businesses rely on to aggregate, orchestrate,
and optimize the total value of the entire mix of partnerships
with ease and transparency,
driving growth and creating new value for consumers.
Impact enables businesses to forge partnerships with the brands and
communities that consumers trust and use daily
to learn, get information, interact,
entertain themselves, and make decisions.
It focuses on forming an alliance, getting a partner to really get behind
your products and services and recommend your business to their
audience or customer base.
One of the key things that makes partnerships a better
solution for customer acquisition is that it gets businesses
out of the coin-operated behavior of advertising.
Setting businesses up for a more enduring relationship with publishers.
At Impact, we've developed technology to help all different types of
companies automate their partnerships at every stage,
from finding new partners, to tracking the activity from those partners,
paying them out, analyzing, and optimizing those partnerships.
So, in order to support the partnership economy, we believe that
we should have an open platform. So what that means is we leverage
API and different app-to-app tracking to make sure
that we're able to pull and also send
information for our clients to all different types of systems,
and to other applications.
Automation is helping companies to manage their partnerships
through streamlining all different types of workflows.
From finding new partners, contracting with them, tracking, analyzing,
and also paying out their partners.
This allows their teams to spend more time
strategically thinking about how to scale the partnership program
by finding even better partners,
and also optimizing all of those partnerships.
Impact's Partnership Cloud is the leading operating system
allowing companies to bring together all of their different partnerships
into one platform.
It's breaking down silos within organizations
and allowing companies to strategically be able to create and optimize
partnerships of all types.
One of the things that was critical
for Ticketmaster and how they work with the Partnership
Cloud, was the tracking and the dispensation APIs that were used.
What they do is they have the information of where tickets are available
for something that you're looking for.
If I'm a partner, what's fundamental to me is having access to the
right type of information. I need to know
what gigs are happening within the sphere of music
that I'm trying to promote, or what sports events are happening
at the time of year that I'm trying to suggest
that there's something going on.
Ticketmaster leverages Impact's platform with their
partnership with Spotify in order to reach music lovers and
make it very convenient for their customers
to buy concert tickets right in the app.
Rather than putting a load of advertising on the Spotify app
that interrupts your experience either whilst your browsing
or whilst you're listening to music, what we do instead is we
facilitate the relationship where Spotify have built in a
"find this artist near me", so if you're listening to a particular artist
and you go onto their profile, you can see when they're
playing a gig in your area.
I'm the UK lead of eBay partner network and we work with
Impact as our platform provider, to measure all the performance
and track all the activity.
The Impact platform has really helped us to be a lot more detailed with
the analysis and the data that we can provide to partners.
I would say one of the key aspects of what the Impact platform
provides in terms of automation is that it frees up time for us to be
concentrating on other important elements of
what we want to be doing.
It allows us to move forward a lot more quickly and it allows us to really
match eBay to the right user.
Partnerships are essential to our whole activity.
Impact demonstrated themselves as an ideal partner. They are very
much a part of all the success that we have.
The foundation of it all is this and Impact very much provides that.
Winc are a wine subscription company.
They are based out of California.
They got involved with Impact because they were looking to
build out a partnership program across a lot of different types of
partners, their main focus was really on influencers.
What Impact provides for them is a level of automation that allows them
to scale up how they work with influencers.
Partnerships Experience 2021 or PX21 is Impact's annual thought
leadership event this year.
It's where Impact gathers all actors in the partnership economy to share
trends, experiences, best practices, and to network together
on business growth through partnerships.
Across the chasm in 2013 with large retail brands initially, such as
Target and Cabela's, one of the key things that we did was we got the
technology into the hands of our clients and their agencies,
and a lot of innovative use cases started to develop organically.
Forward thinking brands want to be more present and relevant
in the lives of consumers.
It is inevitable that partnerships become the
primary channel for revenue acquisition for business.
Partnerships is going to drive the next wave of growth
for all companies. To support that growth, Impact's created what
we're calling the Partnerships Experience Academy,
in order to educate the industry and to help companies of all sizes
be able to efficiently leverage partnerships and grow their business.
We will continue to enhance our technology to automate
the entire partnership life cycle and also work to educate
companies across all verticals on the value of
partnerships and the value of
consolidating partnerships and automation
with a platform like Impact's.