In the advertising world the impact of iOS14 has been apocalyptic. Offering users the ability to turn off tracking, has left a huge hole in the analytics tools marketers rely on to measure the performance of their campaigns. Meta advised they took a $10 billion hit in revenue as a …
Your email open rates aren’t as good as you think they are Read More »
Business environments are messy; people with different responsibilities need to work together on decisions quickly and without perfect information. That means that sometimes the statistically perfect approach isn’t the best one; faster or less-risky methods that are just good enough can work better than a fully reliable approach that takes …
When setting up e-commerce conversion tracking, you’ll often find that most of the events worth tracking are online such as add to cart, checkout sessions or online transactions. However this conversion tracking model doesn’t work well with bespoke, high cost e-commerce shops. I quickly discovered this whilst working with william …
Recovering 300% More Revenue by Matching Online Activity to Offline Sales Read More »
A few years ago I was running Facebook advertising for an eCommerce store selling print-on-demand products across Europe: think posters, framed pictures but later also t-shirts and hoodies. We were VC-funded, so predominantly cared about growth in the early stages, thinking that focussing our efforts on driving revenue should do …
For years after I left my agency I described myself as a “recovering agency owner”, and it would always get a knowing laugh from anyone who had experience running a services business. From the outside it might look like agencies print money, but I assure you that the economics aren’t …
Google’s Data-Driven Attribution: a $40,000 mistake Read More »
Ad platforms use their attribution models to tell you which campaigns contributed to conversions (leads, sales, subscriptions or whatever is most important to your business). The way they measure attributed conversions is an opinion based on the data available to the platforms. It’s subject to limitations (for example, conversions need …
Attribution is opinion, canonical conversions are fact Read More »
There’s a commonly cited Neilsen study that revealed that 92% of consumers trust referrals from family or friends more than any other type of advertising or referral. If you read that report and think “I wonder how much of my traffic comes from word of mouth”, well it’s actually not …
The difficulty measuring ‘dark social’ traffic and word of mouth Read More »
The Search Advertising Market has been valued at 178 Billion in 2021 and is expected to grow at an 8.5% Compounded Annual Growth Rate from 2021 to 2018. Search is an important part of the Marketing Mix for most companies. One of the drivers of Search Advertising’s rise is its …
At Recast, we generally believe that most brands should be running more experiments, including geographic lift tests. However, we think it’s important that marketers and analysts understand the limitations of these types of experiments so they know what they can be used for as well as what they can’t. In …
Anyone who’s ever run an online marketing campaign has encountered URL parameters. These are an additional section you add at the end of the URL, usually to track the marketing source of people who click on your ads, emails, or other marketing campaigns. Because over 60% of the internet uses …
