Performance Marketing

A process where a team makes sense of ambiguous information and turns it into actions. In marketing, this means taking scattered metrics, user feedback, trends, and constraints, and assembling a meaning map that connects data, people, and strategy.

The process of purchasing advertising space across digital channels. In performance marketing, media buying involves traffic arbitrage, creative optimization, and systematic approach to ensure profitability over the long term.

Buying traffic from one source and monetizing it through another at a higher rate. Requires systematic processes, data analysis, and understanding of conversion funnels to remain profitable.

A performance-based marketing model where affiliates earn commissions for driving traffic or conversions. In iGaming, affiliate marketing is a major channel requiring systematic management and transparent partnerships.

A visual or structured representation that connects data, insights, problems, and solutions. Created during sensemaking sessions to turn ambiguous information into actionable strategies.

The structure of meaning that defines how a brand communicates. How messages, content, and interactions create coherent brand understanding for both algorithms and audiences.