The two-fold problem of data collection
Affiliate companies are often caught between the two sides of the ecosystem. On one side, there are different sources of traffic; mainly paid traffic in the case of Acroud Media. They generate a lot of data that offers insight into who the visitors are and what works for them.
On the other side, brands and operators have the most precious data, namely conversions. This shows who finally has registered and/or made their first deposit. This side is very often less technology proficient. Many affiliates can only get conversion data once or twice a week, making campaign optimization sluggish and inaccurate.
These two sides are separate realms that don’t necessarily work well with each other. The publisher side doesn’t collect additional characteristics on their visitors, and even if they do, they don’t offer any serious reporting system that would enable more in-depth analysis. The advertiser side, as was mentioned, for the most part, relies on manual reporting—this is in time when performance marketers adjust their strategy to hourly traffic fluctuations.
Acroud Media decided to conduct their business more efficiently years ago, ditching the approach where each team member was responsible for monitoring and managing a couple of campaigns. They chose Voluum and turned it into their centralized dashboard for reporting and optimization.
How Voluum connects all the dots
Voluum offers integrations with some of the most popular ad networks used in the iGaming space. It tracks each user’s click and adds over 30 data points. This feeds Voluum’s powerful reporting engine with detailed data that then may be analyzed with tools such as drill-down or groupings.
On the other hand, Voluum also records conversion data with reliable postback technology and, what is more, allows attributing them to original visits. This gives the full and detailed picture of profitability: Acroud Media could understand what traffic segments work and what they react to.
This is just the first step. The next step is to use rule-based paths to tailor their messaging to those specific segments and automation to limit jumping between platforms. This allowed Acroud Media to free their media buyers’ capacity from just maintaining and monitoring to more profit-generating tasks.
The shortest way of dscribing Voluum for iGaming companies is that this is a platform that brings performance marketing to online gambling space, with its focus on efficiency and on-the-fly tuning.
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