Nanigans is one of those Boston companies that seems to always come up when someone asks, “Who is the next big thing?” in the local innovation ecosystem.
With their predictive lifetime value marketing platform, the company has been a marketing pioneer since its launch three years ago. Nanigans, which is best known for being THE targeted Facebook advertising powerhouse, has, as the press release announcing the deal states, “driven more than 1.5 billion conversion events” for its various clients.
Today, Nanigans announced that it has launched a new value added reseller program (VAR) that allows other agencies, trading desks, and digital vendor to access its social and mobile performance marketing platform.
In addition to letting third parties access its predictive lifetime value based bidding and optimization algorithms, Nanigans announced that it has partnered with industry leading digital-marketing/media companies AMP Agency, Merkle, and Varick Media Management.
Nanigans has over 250 customers over a wide range of sectors including gaming, e-commerce, travel, financial services, and education. With over 150 employees in offices here in Boston as well as London, New York, and San Francisco, the company is growing and hiring; they are looking to open a Singapore office in the near future.
When the company started, it was a client direct marketing firm only, it did not work with industry agencies. The reason was basically that it was so successful with the client direct model and didn't have the bandwith to allocate time and attention to agencies.
SVP of Marketing Dan Slagen explained that with the announcement today, Nanigans is "at the point now where its time to open up the tool and our services and our platform for the agencies."
Slagen added that, "From a financial perspective we've seen VAR programs be almost a third of a firms revenue, and the fact that we are seeing that other places is interesting enough for us."
"Agencies are always looking for something exclusive or new, and I'm not seeing any agencies on the performance side bidding to customer lifetime value," he added. "I think this is the first time agencies can go to their clients and say let's stop talking about CPA, let's stop talking about single-purchase-ROI, and who's the best customer today, but who's the best customer six weeks from now, twelve weeks from now, a year from now."
"Being a part of those conversations and allowing the agencies that we work with to be a part of those conversations is real interesting for us," Slagen told me.
Ric Calvillo, Nanigans CEO and founder, explained in the press release announcing the deals, “One of the most critical pieces to moving forward with a VAR program was partnering with companies who shared our commitment to both excellence in data-driven marketing and delivering measurable return and transparency to customers.”
Calvillo added, “We’re excited to formally launch a VAR program with these first-class partners, and are equally excited to make our predictive lifetime value SaaS platform available more rapidly to marketers worldwide.”
Nanigans is already the industry leader in Facebook marketing and advertising. A Strategic Preferred Marketing Developer for Facebook, Nanigans has access to both the native Facebook Ads API and Facebook Exchange.
By allowing key agencies to access its platform, services, and its signature predictive lifetime value program, Nanigans, which has teetered on the verge of explosive growth and success, may have hit its tipping point.
Dennis Keohane is a staff writer for VentureFizz. You can follow Dennis on Twitter (@DBKeohane) by clicking here.