SeatGeek
Leveraging Affiliate Technology to Revolutionize Returns
Affiliate migration and CPA strategy overhaul saved $1M in fees and drove massive ROAS growth.
Solutions
In August 2023, SeatGeek entered a partnership with New Engen to enhance its affiliate marketing program, aligning with a broader company vision of optimizing performance and profitability.
Immerse
New Engen partnered with SeatGeek to conduct a comprehensive review of its affiliate program, including an evaluation of the current tracking platform and account structure. This assessment highlighted opportunities to enhance efficiency and scalability.
The existing platform presented two key challenges: limited access to advanced commissioning tools that could optimize partner payouts and a fee structure tied to a percentage of program revenue, which became increasingly cost-intensive as the program grew.
Inspire
Together with SeatGeek’s team, New Engen identified that the existing tracking platform's capabilities could be enhanced to better align with SeatGeek’s business objectives. New Engen’s extensive affiliate knowledge and experience with the industry’s leading platforms informed their recommendation to migrate SeatGeek over to impact.com.
The technology capabilities within impact.com would better support SeatGeek’s goal to reduce costs and pay partners based on incremental value. Additionally, New Engen was able to negotiate with impact.com on a flat monthly SaaS fee, which would dramatically reduce costs incurred by the previous percent-of-revenue model.
Implement
Throughout the migration, New Engen worked with SeatGeek’s developers to ensure all required tracking parameters were in place. Upon completing a thorough analysis of each migrated partner, the team worked with SeatGeek’s Director of Growth Marketing to develop a new CPA strategy that leveraged impact.com’s dynamic commissioning capabilities. New Engen then adjusted partner CPAs using the following methodology:
Low to mid funnel partners received lower CPAs, while content publishers received higher CPAs. CPAs were also lowered across primary tickets and existing customer orders.
Layered in impact.com’s dynamic commissioning features.
Enabled 0% commission for transactions using unapproved codes.
Impact
Migrating to impact.com and deploying a new CPA structure using the platform's dynamic commissioning functionality enabled New Engen to drive immediate, game-changing results for SeatGeek. From August to December 2023, SeatGeek saved $1M in technology fees and saw a +113% increase in Affiliate Channel ROAS.