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Tag : Retargeting

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 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, […]

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 […]

How Hopscotch Profitably Grows Online Sales with Facebook [Success Story]

Hopscotch, the India-based online retailer of baby and kids apparel from more than 3,000 brands, has achieved tremendous growth since its founding in 2011. A critical factor behind their growth is a data-driven and strategic approach to digital advertising, particularly on Facebook. Equipping an in-house marketing team to maximize growth and profitability Since its early days, Hopscotch recognized that Facebook was a powerful channel for customer acquisition and retention. Unlike many online retailers, they decided not to outsource management of […]

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 […]