FUSE Incrementality™ Index Power Rankings

Welcome to PartnerCentric’s FUSE IncrementalityTM Index Power Rankings report, an exclusive, ongoing analysis that utilizes PartnerCentric’s proprietary incrementality insights to help crystallize which partners and categories create genuine business growth. We hope you find these insights valuable as you plan your own marketing investments for 2024 and beyond!

Top 10 Most Incremental Publisher Types: December Insights

Niche Content – 91%

3% compared to November

8% compared to 6-month average

Content/Editorial  – 83% 

6% compared to November

3% compared to 6-month average

Paid Search – 83% 

10% compared to November

2% compared to 6-month average

Search – 82% 

3% compared to November

1% compared to 6-month average

Content/Blog – 81% 

5% compared to November

7% compared to 6-month average

Review Sites – 80% 

17% compared to November

12% compared to 6-month average

Buy Now Pay Later – 75% 

3% compared to November

6% compared to 6-month average

Loyalty/Rewards – 75% 

1% compared to November

5% compared to 6-month average

Mobile Traffic – 75% 

25% compared to November

15% compared to 6-month average

Email Marketing – 74%

12% compared to November

9% compared to 6-month average

Decoding the Metrics: Incrementality by Publisher Type

This detailed Incrementality Index table presents an in-depth ranking of leading publisher categories, evaluated by various scores that form the complete Incrementality Index, along with metrics for return on ad spend and conversions. PartnerCentric teams have utilized this analysis to pinpoint optimization sweet spots, employing a comprehensive range of KPIs that enhance overall business growth and vitality. Refreshed data loading now – wait for it!

Strong Combinations of Incrementality and Performance:

Mobile Traffic (94% Incrementality Index):

High scores across Funnel Position, New Customer Acquisition, and Customer Reactivation scores indicate effectiveness in all stages of the customer journey. Strong ROAS and Conversion Rate Index scores contribute to their high Incrementality Index, showcasing efficient ad spend and high conversion rates.

Paid Search (92% Incrementality Index):

Similarly high Funnel Position and New Customer Acquisition scores imply effective targeting and acquisition strategies. While Customer Reactivation score is slightly lower, decent ROAS and Conversion Rate Index scores support its overall effectiveness.

Mobile/Tablet Application (86% Incrementality Index):

Good Funnel Position and New Customer Acquisition scores signify strong initial engagement and acquisition potential. A lower Customer Reactivation score might indicate challenges in re-engaging existing users, but moderate ROAS and Conversion Rate Index scores contribute positively to their overall performance.

Opportunities to Identify Upside and Improve:

Retargeting/Remarketing (55% Incrementality Index):

Low Funnel Position and Customer Reactivation scores suggest issues in both initial engagement and re-engagement. Moderately low ROAS and Conversion Rate Index scores further indicate inefficiencies in ad spend and conversion rates.

Influencer (41% Incrementality Index):

Very low scores across all three main components of Incrementality suggest significant challenges in the entire customer journey. Poor ROAS and Conversion Rate Index scores accentuate their struggles in effective advertising and conversion.

Ad Network (34% Incrementality Index):

Extremely low scores across Funnel Position, New Customer Acquisition, and Customer Reactivation imply substantial inefficiencies in all stages of the customer journey. Low ROAS and Conversion Rate Index scores emphasize poor performance in both ad spend efficiency and conversion rates.

Top 10 Most Incremental Publisher Categories Over Time 

Incrementality is a dynamic metric, demanding continuous monitoring akin to how marketers scrutinize return on ad spend and conversion rates across programmatic marketing channels. Over time, analysis reveals that while some partners and categories exhibit steady performance, others experience fluctuations. Intriguingly, these variable categories present opportunities for portfolio expansion, as they offer unique prospects for optimization. The following visual chart depicts the top 10 most incremental publisher types, capturing the fluctuations in incrementality over the selected date range. Watch as the most current data populates below:

Consistent Performers:

These categories show strong and consistent Incrementality Index scores throughout the period, suggesting a reliable ability to drive incremental growth outcomes.

“Old Reliables” Show Consistency:

Mobile Traffic, Paid Search and Email Marketing, recognized as marketing “safe havens” for their controlled costs and precision targeting, consistently rank high in Incrementality Scores. They are not just key revenue generators but also significantly contribute to incremental growth.These categories sustained high Incrementality Index scores throughout, suggesting a consistent ability to drive incremental outcomes. There are slight fluctuations, but they maintain relatively strong performance.

Diamonds in the Rough – Mixed Performance:

These categories show both high Incrementality Index Scores and low Scores throughout the period but also typically yield “diamonds in the rough” opportunities where clever optimization and commission structure improvements can yield big returns.

“New Walled Gardens” and Content are Still Big Opportunities:

Buy Now Pay Later, Content/Blog, and Loyalty Rewards remain categories rich in incrementality opportunities, as identified in our original Benchmark Report. These segments, akin to untapped audiences in walled gardens, are essential considerations in any partnership strategy. The real potential lies in individually assessing their strengths and weaknesses and tailoring optimization strategies accordingly.

Knocking on the Door – Notable Improvements:

Potential Challengers to the Status Quo:

Over the past three months, Review Sites, Price Comparison, Retargeting/Remarketing, and Cashback have seen notable enhancements in their Incrementality Index scores. This suggests that optimization efforts and the ongoing application of the Incrementality Index by client teams to pinpoint and leverage optimization opportunities have had a positive effect on incremental results.Review Sites, Price Comparison, Retargeting/Remarketing and, Cashback: witnessed significant improvements in their Incrementality Index scores over the three months, suggesting optimization efforts and continued usage of the Incrementality Index by client teams to identify optimization opportunities and capitalize on them to make those that positively impacted incremental outcomes.

Influencer Category:

In the realm of affiliate marketing, the Influencer Category experienced significant growth, with its Incrementality Score soaring from 26% to 66% during the period. This indicates a broader embrace of the channel, increased potential for program refinement, and the expansion of partnerships, all contributing positively to its incremental impact.One of the hottest areas of affiliate marketing, the Influencer Category as a whole Displayed a remarkable improvement from (26% to 66% Incrementality Score), indicating wider adoption of the channel, identifying potential strategic adjustments, and expanded partnerships that positively affecting their incremental impact.

Challengers:

Ad Network:

Although it improved from 13% to 54% in November, it still struggles to consistently drive incremental outcomes, indicating ongoing challenges in effectiveness.

Are your affiliate partnerships actually driving incremental revenue?

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Incrementality analysis relies on data and statistical techniques to measure the true impact of marketing efforts. By basing decisions on concrete evidence rather than assumptions or intuition, businesses can make informed choices that drive results and avoid wasteful spending.