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Category : CMO Strategy

Incremental revenue

Why Retargeting Providers Don’t Help You Deliver Net New Revenue

Here are two gripes that unify all marketers: First, there’s limited time to accomplish the tasks at hand, and second, as marketing efforts advance the list of tasks gets longer every year. Lack of time and an expanding workload have given rise to specialized services that help make a marketer’s life easier by removing the burden of being responsible for every function in the marketing funnel. For example, creative agencies take on graphic design and video production, eliminating the need […]

Incremental return

How Retargeting Delivers Incremental Revenue [Video]

CTR, CPA, ROAS. These are industry acronyms and metrics that everyone knows. But while they’re all fairly easy to report on, a lingering question persists: Do they truly reflect the effectiveness of your advertising? That’s the elephant in the room for digital advertisers. And the ugly truth is that by putting too much faith in these proxy metrics, the industry has been optimizing performance the wrong way. Related post: Dynamic Creative: What You Need to Know for Better Retargeting [Report] […]

incrementality over attribution

Why Battle Over Advertising Attribution When Incrementality Can Win the War?

If you advertise shoes on Facebook and 100 people buy them while the ad is running, is your advertising working? The answer, of course, depends. It depends on how much you spent on advertising versus the revenue generated from those purchases. It depends on factors like other ads on other channels, email marketing, or word of mouth that may have influenced shoppers’ decisions. And most importantly, it also depends on how many sales would have occurred if you didn’t advertise […]

Retargeting management

Retargeting Management: It’s Time to Change Your Approach

Remember when online advertising was easy? Not that long ago, getting a good-looking banner ad placed in a prime location on the world wide web was the best way to drive people to your website. The costs were lower, the click-through-rates were higher, and if you staked out a unique place for yourself within the online retail space, the sales were outstanding. Today, spending advertising dollars online is far more complicated. The average marketer now must devote time and resources […]

featured image - incrementality and cross-channel

Hey Retailers, You’re Missing the Mark on Retargeting [Infographic]

For ecommerce advertisers, retargeting customers and potential customers with dynamic ads has become table stakes. We’re pretty sure you’re already running retargeting campaigns, but how exactly are you optimizing and managing them? If you’re setting and forgetting your retargeting using a third-party vendor and trusting they’ll provide full data transparency, there’s a better way. If you’re only holding them accountable for metrics such as ROI (return on investment), CPA (cost per action) and ROAS (return on ad spend) rather than […]