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Tag : incremental revenue

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 […]

Retargeting done wrong

Retargeting Done Wrong: Marketers Are Sacrificing Serious Revenue

U.S. retailers are leaving $5 billion in revenue on the table Here’s an elephant in the room: CMOs are allowing their marketing vendors and teams to focus on advertising metrics that may not mean anything to their business. When I talk to marketing executives of large online retailers, I ask a lot of questions about revenue and budgets to get to the bottom of how they can measure they’re advertising more efficiently. The following bits of dialogue are from a […]

Grow Revenue Profitably with Incrementality [Ebook]

How can ecommerce marketers know for sure if they’re successfully allocating ad spend to people who will be influenced by ads? The answer lies in incrementality. Incrementality is calculated as the difference in revenue between a treatment group (who see ads) and a holdout group (who do not see ads). This method of using RCTs (randomized control trials) allows advertisers to measure the additional revenue generated by advertising that otherwise would not have existed without the ad spend. The main […]

Nanigans Reports Record International Revenue Growth

More than ever, marketers around the world are taking control of their digital advertising in-house and moving toward optimizing their efforts around the only performance metric that matters: incremental revenue. What’s the evidence for this growing movement? Today we’re thrilled to announce that Nanigans’ business growth in markets outside North America skyrocketed in 2017, with 49% year-over-year increase in annual SaaS (software-as-a-service) revenue. One company in particular, Hopscotch, the Indian online retailer of baby products, drove significant growth this year […]

Incremental revenue

Why Retargeting Providers Don’t Help You Deliver Net New Revenue

Here are two gripes that unify all marketers: First, there’s limited time to accomplish the tasks at hand, and second, as marketing efforts advance the list of tasks gets longer every year. Lack of time and an expanding workload have given rise to specialized services that help make a marketer’s life easier by removing the burden of being responsible for every function in the marketing funnel. For example, creative agencies take on graphic design and video production, eliminating the need […]