Home Depot came to Gen3 with a simple, yet difficult, challenge — Develop a program that could support revenue growth with 0% budget growth YoY.
Gen3 developed a 4-pronged approach to cost-savings:
1. Restructured the baseline, moving to a tiered commission strategy by publisher type, while customizing individual publisher commission based on their value proposition.
2. Moved to a SaaS fee network, migrating from CJ (% of sales/commission) to impact (fixed yearly fee).
3. Creatively leveraged CPA in multiple ways:
- Secured high-impact placements by reinvesting commission cost savings.
- Successfully negotiated high impact CPA-based exposures with a top loyalty publisher.
- Leveraged short-term, attractive cashback on seasonally relevant categories.
- Integrated SKU-based tracking to support category cashback.
4. Removed the #2 revenue-driving publisher (coupon browser extension) from the program.
- Coupons are never available for customers
- Sales were being misattributed.
- Commissions were being wasted.
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Through this integration, Gen3 Marketing will operate as a unified digital agency with a primary focus on the successful execution of affiliate partnerships and online marketing campaigns.
Now more than ever, our strategy will leverage proprietary data and established relationships to achieve industry-leading results.