Unraveling the Impact of Pull Forward Promotions: Are They Really Incremental?

Sales and promotions are a tricky concept and many ecommerce brands struggle to measure them correctly. We’ve all seen the marketers who, after running a sale, go on Twitter to celebrate their “biggest day ever.” But was it the right thing for the business? It’s important to have a much more subtle understanding of how …

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The Conundrum of Brand Search: Is it Incremental and Actually Driving You That ROI?

Knowing whether brand search is incremental for your brand or not is often a question worth tens of thousands, hundreds of thousands, or millions of dollars. It directly impacts your overall marketing strategy and your budget allocation.  The answer to that question is often brand-specific and we can’t tell you whether it is incremental for …

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Shining a Light on the Dark Funnel: Overcoming Attribution Challenges with MMM

How can marketers track what cannot be tracked? The ‘dark funnel’ is one of the main challenges we all face when it comes to attribution. Over the past decade, marketers have relied on digital tracking and following consumers across their entire buying journey. However, there were “blind spots” where you’d lose visibility and they’d become …

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Halo effect: measuring the impact between different marketing channels

Marketing efforts in one channel can impact traffic and attribution in other channels. This positive or negative interaction between different marketing channels is called the halo effect. Here are some common examples: Measuring this impact between channels is extremely important to optimize the media mix: Heads of marketing usually allocate the budget per channel based …

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MER is a Road to Ruin

As a former agency owner, I know first-hand the importance of measuring marketing performance accurately. In the world of Direct-to-Consumer (DTC) marketing, the gurus you follow on Twitter will tell you that the Marketing Efficiency Ratio (MER) is the overriding measure of success. However if you blindly follow their advice, you’re going to run into …

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Is Less Really More? The Art and Science of Experimenting with Channel Cuts

Airbnb famously turned off their paid media and argued it turned out to be a successful decision. But was it? While Airbnb’s decision to turn off paid media may have resulted in some cost savings, it’s important to consider the potential long-term effects on its customer acquisition and brand equity.  It’s not the only time …

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