How DMi Partners Created a New Revenue Stream with Orion

With LuminAI, DMi offers its affiliate expertise through self-service analytics at roughly a quarter of the price of full-service management.

For an agency, a prospective client can be a strong fit and still have the wrong budget. The brand needs help, sees the value in the agency’s expertise, and wants to grow. But a full-service engagement is more than it’s ready to commit to.

DMi Partners saw an opportunity in those conversations.

By building LuminAI with Orion, DMi created another way for brands to work with the agency: a self-service platform that combines affiliate performance analytics with DMi’s strategic expertise. Brands get guidance at a price they can support, and DMi gains a revenue stream from accounts that might otherwise have walked away.

Turning an unmet need into a new offering

DMi’s full-service affiliate programs bring together strategy, analysis, relationships, and hands-on execution. For emerging brands, that level of support can be ahead of their budget or stage of growth.

Those brands still have important questions to answer. What’s working in their affiliate program? Where should they focus next? How should they approach potential publisher partners?

LuminAI gives DMi a way to serve that need at roughly a quarter of the price of its full-service offering. Clients access the agency’s expertise through the platform and put the recommendations into action themselves. This creates a commercial opportunity for DMi: a prospect who isn’t ready for full-service management can still become a customer.

DMi’s expertise, delivered through Orion

Powered by Orion, LuminAI combines campaign analysis with DMi’s proprietary affiliate knowledge. It runs on the same underlying data as Lumina, DMi’s analytics platform, and draws on the agency’s strategies, best practices, and publisher outreach approaches.

Brands can explore performance, ask follow-up questions, and get strategic guidance directly. LuminAI also proactively surfaces trends and delivers scheduled reports and dashboards.

Self-service analytics becomes the delivery model for something DMi has spent years developing: its knowledge of how to grow an affiliate program.

Expanding the business beyond full-service engagements

LuminAI gives DMi a broader range of clients it can serve and another way to earn revenue from its expertise.

The agency can offer a lower-cost starting point for brands that need direction but are ready to handle execution themselves. Those clients gain access to DMi’s thinking earlier in their growth, with a path to full-service support as their needs develop.

For Orion and DMi, the success story is about turning analytics into a new business offering. Orion supplies the analytics foundation. DMi adds the expertise and customer relationships. LuminAI brings them together in a product brands can buy.

The result is a new revenue lane for DMi and a more accessible way for emerging brands to benefit from the agency’s experience.