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Our collection of musings on digital marketing, media and measurement.
Untangling Customer-Centricity: What is a “Customer Strategy” and Why Do It?
Your customer strategy must be crafted in the context of the broader business. This means segmenting customers based on dimensions that drive desired business outcomes, whether that be growth of total enterprise sales, sales within a population, or sales within a category.  Once you understand your customer segments, you need to work closely with cross-functional […]
Amazon Prime Day 2019
Amazon Prime Day has become the third largest shopping holiday in the United States. For the first time ever, this year’s Prime Day is going to be 48 hours long. Sam Bloomfield, Paid Media Analyst, speaks to the halo effect that Prime Day causes for other retailers, and what you can do to prepare your […]
Building Confidence in Attribution with Incrementality
Most attribution tools show display retargeting driving a $10+ return on ad spend. As a result, digital marketers invest millions of dollars annually on users who just left their website. Retargeting may receive millions in attributed credit, but what if 95% of those customers would have purchased without the display media? Through incrementality testing, we’re […]
Five Steps to Successful Adoption of Measurement Technology
Many marketers struggle with successful adoption of advanced measurement technology.  According to eMarketer, almost half of marketers were using multi-touch attribution in 2018 while MTA was simultaneously flagged as one of the biggest gaps in marketing research. Data holes, cross-platform QA, and complex methodologies all contribute to the problem. However, the greatest driver of failed […]

Latest Posts

Strategy Consulting
Untangling Customer-Centricity: What is a “Customer Strategy” and Why Do It?
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Amazon Prime Day 2019
Omni-Channel Measurement
Building Confidence in Attribution with Incrementality
Omni-Channel Measurement
Five Steps to Successful Adoption of Measurement Technology

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