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Tag : attribution

Measuring advertising lift

Ecommerce Brands Should Take Measurement Notes from the TV Industry

Ever since the world’s first banner ad, in 1994, asked users to click “right here,” clicks have been the default measure of ad success. But clicks, it turns out, are a poor indicator of whether an ad drove sales. A consumer may have seen 10 digital ads before purchasing, but 100% of credit goes to the last ad clicked. Multi-touch attribution — an alternative to “last click” that awards a value to each digital ad a consumer sees — is […]

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. […]

Incrementality retargeting

Calculating Incrementality: Bucking the Status Quo

When it comes to retargeting, most agencies and third-party providers have rigged the system in their own favor by claiming credit for revenue that would’ve come through organically. Behind the scenes, they’re engaging in “status quo retargeting.” This approach targets shoppers with high organic purchase rates and low incremental lift who are already planning on buying regardless of seeing an ad. The result? Third-party providers’ self-reported performance looks strong because they’re measured based on last-click attribution. But you, the advertiser, […]

Start measuring incrementality

Incrementality: 5 Steps to Get Started [Infographic]

How much revenue does your brand generate when it spends money on advertising compared to when it doesn’t? This is a critical question for any brand, and the answer lies in incrementality. In short, incrementality is calculated as the difference in revenue between two groups: those assigned to a treatment group (who see ads) and those in a holdout group (who do not see ads). This difference reveals the additional revenue generated directly by advertising. Related post: Grow Revenue Profitably […]

Retailers ignoring incrementality

U.S. Retailers Are Leaving $5B on the Table [Infographic]

Yes, you read that right: five BILLION. By ignoring incrementality, U.S. ecommerce advertisers are sacrificing revenue and profit from their digital advertising in a big way. Related post: Retargeting Done Wrong: Marketers Sacrifice Revenue with Flawed Approach The infographic below tells the story of how online retailers can measure their advertising more effectively and grow revenue by optimizing their advertising for incrementality. How much growth, you ask? About a 200% increase over and above existing revenue. This story starts with […]