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Tag : incrementality

Ecommerce audiences incrementality

Navigating the 3 Ecommerce Audience Types

Brands that focus their ad retargeting spend on consumers who are predisposed to purchase or continue retargeting to customers who are no longer interested in their products ignore the nuances of ecommerce audiences. That fact is: A strong majority of your website’s audience doesn’t want or need to see retargeting ads. They’re either already a consistent buyer of your brand’s products or they’re no longer interested in you, at least for the time being. Related post: From Attribution to Incrementality […]

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, […]

2018 MITX Award

Nanigans Wins MITX Award for Most Innovative Ad Technology

We’re thrilled to announce that Nanigans took home the prize last night for The Most Innovative Ad Technology at the 22nd Annual MITX Awards. The award singled out Nanigans’ incrementality solution, which helps ecommerce marketers discover which consumers are most likely to be influenced by advertising. Brands can then dedicate ad spend to those consumers and stop wasting budget on consumers who would have purchased regardless of seeing an ad. Related post: How Rue La La’s In-House Advertising Team Grew […]

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 […]