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Category : Retail

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] […]

Real time bidding

Real-Time Bidding: What Happens in 200 Milliseconds? [Infographic]

We frequently hear the phrase “in the blink of an eye” to describe something extremely fast. How fast? An eye blink takes 300 milliseconds, or one-third of a second. The real-time bidding (RTB) ad buying process happens even faster than a blink of an eye. It all takes place in an astonishing 200 milliseconds. Makes an eye-blink seem like a slacker. Advertisers using RTB to buy online ad impressions as part of retargeting campaigns rely on an amazing amount of […]

Why Every Digital Advertiser Needs to Test Like a Scientist

Advertisers have long been nicknamed “mad men.” But in the data-driven digital age, perhaps “mad scientists” is a better moniker. There is indeed a strong parallel between scientific testing and advertising testing. When doctors and medical researchers look to evaluate the effectiveness of a new treatment, a randomized controlled trial is the gold standard of testing. It splits study participants into two randomly selected groups, giving those in one group the experimental treatment while withholding it from the other. The […]

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 […]

How Rue La La’s In-House Advertising Team Grows Incremental Revenue at Scale

When Rue La La, an off-price online style destination, looked to grow net-new revenue from site retargeting, they turned to Nanigans for a new optimization strategy built on incrementality. The result? A dramatic increase in incremental revenue. Here’s how they did it. True measurement In order to accurately measure the lift in revenue from its retargeting programs, Rue La La abandoned the industry-standard, yet misleading, click and view-based measurement. This methodology does not take into account the organic baseline revenue […]