ROAS

Ken Ott, co-founder of Metacake, an e-commerce growth team, gives expert online marketing advice for small business owners in two recent articles for marthastewart.com's "American Made" section, dedicated to practical business advice and inspiration. Ken's May 6th interview focused on Building a Profitable Ecommerce Business, sharing Metacake's philosophy behind digital e-commerce basics, such as developing diverse business and marketing channels and focusing on customer lifetime value over ROAS. One bit of practical…

Traditional advertising has long been a core part of the brand advertising arsenal, because it has been perceived as reaching the largest audience. But the landscape of advertising has shifted heavily toward digital, with mobile’s rapid growth changing the status quo faster than any medium had before.  To underscore this point, Digital Advertising increased by 19.1% in 2019 to $129.3 billion, while traditional advertising fell 19% to $109.5 billion, meaning that digital will account for 54.2% of total spending. While this…

"Personalization tech powers regional call outs, product recommendations, local inventory counts and maps that drive foot traffic and sales." What are some of the changes you’re seeing in retail and how are they impacting consumer behavior? Retailers these days are easing the tension between mobile and brick-and-mortar. Brick-and-mortar stores are addressing the issue of showrooming—when people visit a store to look at a product and then buy it online elsewhere for a lower price— by pricing their merchandise…

"Our goal is to give marketers a detailed picture of how all the elements of their campaigns are contributing to the end result."Tell us a bit about your role at CAKE. Currently, I oversee CAKE’s business operations, plus our global technology and corporate strategy. As a marketing technology provider, our main focus is marketing intelligence. We build SaaS solutions that deliver accurate and granular insights about marketing campaign performance. Today’s marketers have so many options when it comes to where and how to…

Research by Econsultancy/Google shows that 76 percent of all marketers currently use marketing attribution or will use it in the next 12 months, yet only 17 percent say they are looking at the performance of all their digital channels together. While attribution models were created to help advertisers determine which sources are driving value and to avoid double counting conversions, there are so many competing models — first-touch, last-click non-direct, linear, time-decayed — that it can leave advertisers feeling dazed and…

Partnership Makes Cross-Device Video Personalization Available to Marketers to Improve Engagement, Increase Sales and Enhance the Customer Journey Clinch, a creative technology company that powers dynamic, personalized video, display, and social advertising, announced a partnership with Tapad, the company reinventing personalization for the modern marketer, to enable brands and marketers to personalize digital video campaigns across devices to create stronger consumer connections, increase engagement and return on ad…