Partner & Marketing Platforms
Build better decisions on top of better attribution
Partner and marketing platforms depend on knowing what actually drove a conversion, which partners deserve more investment, and where revenue is leaking.
Forma Pro helps build the data, scoring and decision systems behind attribution, partner performance, commissions and campaign intelligence.
Talk to us about your attribution or partner-data challenge
Attribution foundation
When the attribution layer is weak, everything above it becomes harder to trust
Most platform problems that look like “AI problems” or “analytics problems” start lower in the stack.
We work on the systems underneath those decisions, from event and attribution pipelines to scoring, anomaly detection and operational tooling.
Events arrive late or out of order
Channels report differently
Duplicate conversions need to be resolved
Commission logic sits in a separate layer
Partner-performance models are trained on incomplete signals
Reports disagree
Scoring models drift away from actual commercial outcomes
Teams spend more time reconciling data than acting on it
Decision systems
Where we typically contribute
Attribution and conversion data
Reliable attribution is an infrastructure problem before it is a modeling problem.
We help design and improve event pipelines that can handle inconsistent inputs, delayed events, deduplication, conversion crediting and the business rules that sit between raw activity and reported outcomes.
This creates a more dependable foundation for reporting, optimization and ML.
Typical applications
Partner and creator scoring
The biggest partners are already obvious. The harder problem is identifying smaller publishers, creators or channels with genuine upside before their value is visible in aggregate reporting.
We build scoring systems that combine conversion history, attribution signals, partner behavior and other relevant data to rank future potential rather than simply repeat past spend.
The same approach can support publisher development, creator programs, channel allocation and partner discovery.
Typical applications
Commission integrity and anomaly detection
Commission leakage rarely arrives as one clean fraudulent event.
It appears as unusual partner behavior, changing conversion velocity, duplicate or inconsistent crediting, payout timing anomalies or combinations of signals that are easy to miss in periodic manual reviews.
We build monitoring and investigation tooling that helps surface suspicious patterns earlier and gives operational teams enough context to review them.
Typical applications
Campaign and partner intelligence
Marketing data is useful only when it changes a decision.
We build analytics and ML systems for questions such as:
- Which partners are creating incremental value?
- Which campaigns or audiences are deteriorating before the headline metrics show it?
- Where should budget or partner-management effort move next?
- Which anomalies require human review?
- Which repetitive campaign or partner operations can be safely automated?
Where appropriate, agentic workflows can prepare analysis, recommendations or operational actions while keeping important decisions under human control.
AI and the source of truth
AI works better when it is connected to the source of truth
Adding an AI layer to a marketing platform is easy. Making its outputs reliable is much harder.
- Models
- Scores
- Recommendations
- Automation
- Attribution decisions
- Crediting logic
- Commission adjustments
- The underlying business logic
A scoring model that only sees clean reporting tables can miss the attribution decisions, commission adjustments and event-quality problems that created those tables in the first place.
Our approach is to connect models and automation to the underlying data and business logic whenever the problem requires it.
The tool follows the problem, not the other way around.
- Machine learning for scoring or anomaly detection
- An LLM-based workflow for operations
- Simply better data engineering
Partner economics
Built for platforms where partner economics matter
The strongest fit is with products where partner, affiliate, creator, advertising or performance data is part of the core business model.
Typical environments
Production perspective
Experience behind the work
Members of Forma Pro’s team have production experience with attribution, conversion tracking, partner scoring, commission logic and real-time crediting in large-scale partner-marketing environments.
That experience now informs the systems we build for smaller platforms facing the same underlying problems at a different scale: incomplete attribution, invisible partner potential, operationally expensive commission logic and fragmented campaign data.
Illuminating the Long Tail
How adaptive partner scoring and real-time crediting can help a creator-commerce platform identify high-potential partners that static historical reporting leaves invisible.
Read the Case StudyA useful first conversation
Have an attribution, scoring or partner-data problem?
We can review the product context, the data available and the decisions the system needs to support, then identify where engineering or applied AI can make a meaningful difference.
Talk to us about your attribution or partner-data challenge