Marketing: PXA
Definitions and Terms
- Brands - a Company or Firm seeking to market a good or service
- Partners and Affiliates - Work with Brand to achieve their marketing objectives
Pricing Models
- CPC - Cost per Click (including First Click Attribution)
- CPM - Cost per mille (Impression)
- CPA - Cost per Action
- Payment Types
- CPL - Cost per Lead
- CPI - Cost per Install
- Revenue Sharing - A portion of each sale is shared
- Payment Types
Four Key Players
- Tracking Technology
- Agencies
- Advertisers
- Affiliates
KPIs
Relevant Key Performance Indicator (KPIs):
- Volume-Based KPIs
- Clicks
- Transactions
- Revenue
- Commissions
- Number of new Partners
- Business KPIS
- Average Order Value
- Conversion Rate
- Commission Rate
- CPA
- Return on Ad Spend
- ROI
- Program Benchmark KPIs
- Click-Active Rates
- Sale-Active Rates
- New Customer Rates
- Performance Assessments
Partnership Lifecycle
- Discover and Recruit
- Contract and Pay
- Track
- Engage
- Protect and Monitor
- Optimize
Scenarios
| Marketing Program | Company Goal | Marketing Approach |
|---|---|---|
| Paid Search | Clicks, not Views | CPC |
| Paid Social | Clicks, not Conversions | CPC, CPM |
| Display | Views, not Conversions | CPM |
| Affiliate and Partnerships | Results align with varying objectives | CPA (CPL, CPI) |
| Retargeting | Ads follow a potential Customer with increasing accuracy | Varies, often combined with other approaches. |