Some of the smartest retail advertisers are now applying an underutilized practice called “data activation” in order to drive new customer acquisition through Google Ads. The results of these tests – with up to 50% more new customers acquired at the same spend levels – have recently attracted the eyeballs of the wider retail industry.
Nicolas Darveau-Garneau, Google’s Chief Evangelist, and Crealytics CEO Andreas Reiffen will present a success story with a large, iconic US retail brand which realized a step change in performance through data activation. They’ll discuss:
- Why the advertiser decided to go beyond ROAS and revenue as target KPIs
- The data requirements and predictive analytics capabilities needed to make tROAS perform better
- Techniques to gain buy-in across the organization to transform the approach of performance advertising
