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Tag : incremental revenue

Research Confirms Retail CMOs Are in a Tough Position

A new Nanigans research report, The Retail CMO Pulse Check, takes a hard look at retail marketing leaders’ attitudes about their roles. The survey of 100 digital advertising decision-makers — including CMOs at some of the largest online retailers in the U.S. — found that despite marketing being held accountable for growing online sales and market share, roadblocks such as increased demands, organizational challenges, and external market forces are impeding success. Retail marketing leaders who took part in the survey […]

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 […]

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 […]

Consumers with high incremental lift

Calculating Incrementality: Why ‘Persuadable’ Shoppers Matter

It’s no secret the goal of retargeting is to turn shoppers into buyers. But what if those shoppers were going to come back to buy anyway, ads or no ads? Too often, marketers waste ad spend pursuing revenue that’s already in their pockets. Optimizing for incrementality allows marketers to reach shoppers whose decision to buy relies on seeing an ad. These are the “persuadables.” They’re the shoppers who will generate net-new revenue for your brand. So how do you find […]