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The Post-Exposure Attribution Trap: How Digital Ad Spend is Being Misallocated
In our last discussion with ad and martech expert Andrew Covato (ex-eBay, Google, Meta, Netflix), we explored how marketers should navigate common obstacles to adopting an incremental approach to measurement. This follow-up Q&A delves into how optimizing for correlative (vs causal) data has led many marketers to waste ad spend on campaigns that aren’t delivering
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Beyond the Quick Win: Why Revenue and New Customers Aren’t Enough
Beginning to question the accuracy of results coming out of your ad platforms and attribution model? Last week, we spoke with Sarah Richter, our Director of Measurement Solutions to find out how she advises performance marketers at eCommerce brands who are in this situation. Get her perspective on a few common “vanity metrics” that lead
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The 4 Reasons Why Marketers Are Hesitant About Incrementality
A few weeks back, we had a great conversation on measurement with ex-eBay, Google, Meta, Netflix and ad and martech expert, Andrew Covato. He now runs his own measurement consultancy Growth by Science, advising companies of all shapes and sizes from start-ups to Fortune 500 enterprises. We discussed how marketers can navigate some of the
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Revolutionizing Customer Acquisition: A Deep Dive into Google’s PMax Features
For digital marketers, acquiring new customers is not just a goal; it’s an essential strategy for growth and sustainability. Google’s Performance Max (PMax) offers features for customer acquisition, specifically tailored to enhance lifetime value (LTV) and strategic targeting. In this article, you will learn a few strategies to help you leverage these features and unlock
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How New Look Adapted its Microsoft Ads Strategy to Grow Channel Revenue 257%
New Look, a leading fashion retailer, successfully shifted its business model to emphasize digital with the pandemic. Its mission statement describes how today’s approach reflects a “changing retail landscape and a world of new customers, new challenges, and new opportunities.” This statement also reflects New Look’s and Crealytics’ joint strategy: to focus performance advertising on breaking into
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Scaling Sponsored Products: How One Retailer Grew its Retail Media Business
Challenge: Retail Media Relevance A nationally known office supplies retailer with close to $10 billion in revenue aggressively planned to scale its retail media business. Yet, it noticed a concerning pattern while reviewing its’ existing retail media platform as its Head of Retail Media explains: “We could clearly see that our customers didn’t click sponsored
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Lands’ End Boosts New Customers by 33%
Lands’ End asked Crealytics to build upon its strategic vision: driving better new customer acquisition in the U.S., U.K., and EU markets.
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