HOME > GLOSSARY >
I
>
Incrementality

Incrementality

Noun

[in-kruh-men-talitee]

In marketing, incrementality is a metric of how marketing and advertising increase desired conversion rates, such as revenue, website traffic, and profitability. It refers to growth, traffic, and revenue that can be attributed to marketing efforts.

Incrementality can point to how much a certain campaign, channel, or project affected metrics like revenue and traffic. The point of incrementality is to prove the impact of a marketing variable by isolating it. Incrementality can be measured in a few ways, including holdout tests and multivariate tests.

Example: To test the incrementality of a new newsletter design, Cole ran a holdout test with two subject groups. He found the new design increased click through rates by 6%.

More Partnership terms beginning with
I
Inactive partner

Noun

[in-ack-tiv part-nur]

An inactive partner is a partner who has joined your program, but has not performed activities that drive value for your business or has not done so in a long time. Inactive partners fail to send leads and traffic or make sales and do not actively engage with your program.

There are several potential reasons for partner inactivity and a few different ways you can attempt to reactivate inactive partnerships, which you can learn about here. Inactive partners may never activate, or they may go inactive after a period of activity.

Example: You realize a referral partner hasn't sent any leads in several months, making them inactive. You reach out to them and find out their business was acquired, so you start a discussion with their new ownership about rekindling your partnership.

Full definition ->
Influencer

Noun

[in·floo·uhn·suh]

In marketing, an influencer is someone who can influence potential buyers into conversion through their promotional efforts. Promotion is usually done on social media, through blog sites, or other means.

Influencer marketing may involve a one-time payment for the influencer from the brand directly or ongoing revenue through affiliate marketing. Influencers can be a powerful marketing tool and can be utilized by brands in both the B2C and B2B spaces.

Example: Because of their influence with decision makers in their niche, the influencer was chosen to market a new B2B software on social media using affiliate links.

Full definition ->

Grow bigger and better with PartnerStack

Go all in with partnerships. Demo our platform to see how you can diversify your channel and scale revenue.