March Madness Isn’t Over: Are You Betting On the Right Kinds of Partners?

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The excitement of March Madness is still with us — even though April is here. For most sports fans, brackets have long been busted, but now is a good time to consider some other odds. That is, are you betting on the right kinds of partners in your program?

Just as with March Madness, there are so many things to consider when choosing what players — or in this case, partners — to put your support behind. How will a particular partner affect your current marketing mix? Where along the customer journey does that particular partner fall?

An influencer, for example, is very good at starting conversations at the beginning of a journey. So, to compensate influencers appropriately, a first-click model might be necessary. On the other hand, if you’re working with a loyalty site that expects a certain amount of commission, your flexibility might be diminished and you’ll have to keep that in mind as you align compensation.

Here are three ways to make sure you choose the right partners for a winning game:

1. Don’t place your bets without the best data to fill out your bracket.

The real winners who bet on March Madness are the ones who make their picks with the deepest, best data, with true insights about who is playing better. Are you someone who simply fills out your bracket with the top seeds? Or do you incorporate personal details about players (was that point guard sick last week?) as

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