Performance Horizon: Empowering Digital Marketers

Malcolm Cowley, CEO

A couple of years ago, advertising agencies and marketing professionals were solely relying on TV, magazines, and newspapers for promoting their products. Advertising the products and selling it to the world has not been an easy task for the marketers; marketing strategies has always been an uphill battle for them. Things have changed a lot since then. With the supremacy of Internet, online advertising has taken a new avatar. The online advertising has several offshoots like social, video, mobile, search, display, and affiliate. But affiliate marketing is a tested and dependable way for advertisers and digital marketing partners. Apparently, affiliate marketing might be a money-spinning and most preferred option in the digital marketing domain, but it is also extremely competitive. And to stay ahead in the race, marketing professionals should be aware of the market needs, should learn to endorse products. In order to be booming, the marketers should be responsive to the ongoing trends in the affiliate marketing space.

"Earlier the conventional affiliate model was restricted to cash back and coupon sites, but now it has progressed making room for partner marketing," states Malcolm Cowley, CEO, Performance Horizon. Organizations today look forward to developing products and services on the digital platforms and add tremendous value to its business. While in the marketing sector, one need not develop the product himself, the challenge lies in taking on the central role of connecting the buyer with the seller. Emerging as one of the best online marketing practices, partner marketing includes aspects such as aggregators, comparison engines, social media, mobile apps, and blogs bringing the digital marketers to the forefront.

Building the AI capabilities was a complex process, but our vision was simple— to help customers identify with future performance

For the selfsame reason, Performance Horizon was founded by a group of affiliate marketing veterans in 2010. Today, Performance Horizon is uniquely positioned to allow brands to connect with their marketing partners directly. The company deals with partner marketing technology and enables big enterprises to maximize sales through their marketing partners. With the inclination towards performance-based marketing than ever before, Performance Horizon empowers advertisers and partners to connect in real time to steer growth.

Keeping pace with the data-driven and performance-based marketing landscape, the firm helps marketing officials in digitizing their marketing activities through a sophisticated and complete performance platform. The platform offers reporting, tracking, partner management capabilities, and global payment. By providing marketers the lucidity around shared parameters, Performance Horizon facilitates better communication and improved optimizations in alignment with the other party’s goals. The Performance Horizon platform enables brands to determine the performance of the marketing partners in real-time and provides in-depth analytics for optimization and attribution purposes.

Bolstering the growth for digital marketers, Performance Horizon provides SaaS solutions to advertisers, agencies, and partners to connect directly to their marketing partners. The company’s partner marketing technology is mainly convincing for brands working with a multitude of partners worldwide as software is needed to manage their affiliation.

Today, over 155,000 marketing partners from leading retail and digital content, e-commerce, travel, and finance companies across 170 countries depend on Performance Horizon’s partner marketing technology.

Some of the major brands like Adidas, Google, Barclays, British Airways, and Emirates rely on the company’s platform to drive customer acquisition, increase revenue, and gain profitability.

Performance Horizon provides marketers with the proprietary artificial intelligence (AI) capabilities to hold up its rapidly growing network of marketing partners, merchants, developers, and technology companies. “Building the AI capabilities was a complex process, but our vision was simple—to help customers identify with future performance,” says Cowley. With constant evaluation, the platform vigorously selects the prediction model for each one of its client. He adds, “We don’t believe in ‘one-size-fits-all’; we make sure that we offer customized solutions to our customers.”

In addition to driving noteworthy revenue, Performance Horizon enhances the value of the customer’s brand through its transformational partnership programmes. These programmes allow marketers to share ideas, discuss similar challenges, and opportunities in the market. The partnership program enables marketers to optimize brand partnerships by employing real-time data that categorizes right products for the right partners, and tools to automatically compensate these partners. This is all based on a robust API first infrastructure for easy integration into existing processes.

Performance Horizon operates from the offices in the US, UK, Australia, and Japan and wishes for global expansion. Performance Horizon looks forward to investing in AI-powered functionality to build a strictly scalable partnership network. “We envision massive opportunities for our customers and also their marketing partners, therefore, invest in the long-term process,” mentions Cowley. He believes that providing vendors with the competence for calculating their partners' performance is the initial step towards accomplishing the company’s goal. Performance Horizon intends to integrate additional AI-enhanced capabilities across its platform in the near future aiming to help customers build other partnerships, drive efficiencies, and reduce risk.