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Category : Blog

Remarketing on a Fragmented Internet

Facebook, Google, and ‘Other’: Why Internet Fragmentation Creates Pain for Marketers

Potential customers abandon site shopping carts all the time. But the digital journey they now take after leaving a site has become much more fragmented and challenging for advertisers to keep track of. Does your potential customer visit a competitor’s site? Does she check her Gmail or Yahoo email? Where will she spend her next thirty minutes online or even her next ten “digital hours”? On Instagram? Buzzfeed? YouTube? Listening to music on Spotify? Related post: Remarketing on a Fragmented […]

Calculating Incrementality: Finding the Right Audience

Reaching the people mostly likely to generate incremental revenue really boils down to one thing — you must constantly be evaluating the difference — or lift — in performance between: Shoppers exposed to retargeting ads Comparable shoppers not exposed to retargeting ads Randomized control trials (RCTs), where lift is calculated with automated control (or holdout) groups, are the gold standard for measuring incrementality. Related post: How Retargeting Delivers Incremental Revenue [Video] RCTs will answer the question: Which of my users […]

Paid search ads

Are You Overvaluing the Impact of Search Ads?

Marketers have long presumed that paid search ads are one of the most effective forms of digital advertising. What better time to get your brand in front of consumers than the moment they’re searching for a product? Google has claimed that paid search ads increase visitors to your website by 89%. Even if you already have a No. 1 organic search ranking, paid search ads can drive another 50 percent of visitors. But correlation doesn’t prove causation. Runners may be […]

How Hopscotch Profitably Grows Online Sales with Facebook [Success Story]

Hopscotch, the India-based online retailer of baby and kids apparel from more than 3,000 brands, has achieved tremendous growth since its founding in 2011. A critical factor behind their growth is a data-driven and strategic approach to digital advertising, particularly on Facebook. Equipping an in-house marketing team to maximize growth and profitability Since its early days, Hopscotch recognized that Facebook was a powerful channel for customer acquisition and retention. Unlike many online retailers, they decided not to outsource management of […]

Retargeting Needs Fixing

Research: Consumers and Advertisers Agree That Retargeting Needs Fixing

Two new Nanigans surveys shed light on how today’s retail advertisers and consumers perceive ad retargeting, and neither are singing its praises. In short, both feel that retargeting in its current form is broken and needs to change. According to the data — which Nanigans collected based on responses from 1,000 consumers and over 100 top U.S. retail and ecommerce advertising executives — 83% of marketers believe retargeting ads have taken credit for sales that would have occurred without the […]