Performance Horizon Group (PHG) provides real-time tracking and analytics for businesses wanting to optimize their performance marketing activity. It’s the latest venture from Malcolm Cowley and Paul Fellows, two members of the founding team that sold the buy.at affiliate marketing network to AOL in 2008 for $125million.
KGB will be using the platform to grow a more profitable database of customers for its stream of deals. Leads which are tracked by PHG’s API-based “cookie-less tracking” are subjected to pre-planned checks for quality before being sent to KGB’s database. The end to end system allows real-time tracking, greater visibility and more in depth reporting of the activity giving KGB more transparency and control.
KGB’s head of UK acquisition Christian Kudzi stated:
“The PHG system has enabled KGB deals to scale up our database quickly while being given total transparency over our partners’ performance from lead to sale. Driving volume is as important as measuring quality and performance against internal KPIs; the PHG platform has simplified that.
“PHG’s platform and service has also reduced admin times spent between IT teams and publishers, streamlining the process of integrating publishers.”
Sean Sewell, PHG leads MD, stated:
“The timing couldn’t be better as businesses in general are looking to invest more into the lead generation channel. Naturally more focus is being placed on quality which is where our technology comes into its own. We are delighted to be able to help KGB better understand the value of the channel and we are looking forward to growing the relationship into other territories.”