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Incrementality ROI

Overstock.com: ‘If Advertising ROI Is Not Incremental, It’s Just a Number’

The acronym ROI (return on investment) gets tossed around a lot in advertising, but many ecommerce brands are still mistaking causation for correlation when it comes to ROI. Related post: Marketers Are Sacrificing Billions in Revenue by Not Optimizing for Incrementality They often measure returns by looking at how many consumers viewed or clicked on their ads and how much money came back via purchases, regardless of how many sales would have occurred without the advertising in the first place. […]

The Top 52 Retail Marketers to Watch in 2018

It’s an exciting time to be part of a marketing team at an ecommerce company. Traditional advertising methods are being replaced by fast-moving digital strategies that utilize data analytics, brilliant creative, and compelling brand loyalty programs to outpace the competition. Yet retail marketing can be as daunting as it is exhilarating. There’s mounting pressure from the C-suite to quickly turn marketing spend into sales and stay connected with busy consumers who have hundreds of digital options at their fingertips. And […]

Data science in marketing

Why Your Advertising Plan Should Be More Science than Art

Easy access to customer data has sparked a newfound sense of transparency for brands and newfound pressure on CMOs to turn that data into sales. But marketing is getting more difficult. Marketers are responsible for a growing list of digital channels. They must personalize creative and manage target audiences for each one. They’re being held accountable to optimize every dollar of their media budgets. The marketing data has always been there — consumers’ browsed websites, abandoned shopping carts and some channels performed better than […]

The Inner Workings of Amazon Advertising [Infographic]

Amazon is known to millions as a brick-and-mortar killing, Whole Foods acquiring, on-demand cloud providing, online marketplace where you can buy anything, industry-disrupting juggernaut. But as an advertising platform? Not so much. But that’s changing fast. After generating $1.7 billion in ad revenue in 2017, Amazon topped that amount in Q1 alone with $2 billion. The company is still far behind the Facebook and Google duopoly, but its skyrocketing ad revenue in Q1 (a 139% year-over-year increase) is setting the […]

Marketing books

Seven Summer Reading Books for Marketers

The advertising business (and every other business really) is coming to terms with huge disruption. In the ad world, the culprit is the increasing dominance of Google, Facebook, and Amazon. But every industry has its “disruptors” and there’s no shortage of advice books on how to navigate a crowded and relentless digital world. Given the sheer volume of “business” books, it can be difficult to separate the wheat from the chaff. But the best books in this genre are worth […]