We’re often asked why we charge on a cost-per-click basis instead of taking a cut of revenue based on a view-through attribution model as so many (but not all) of our competitors do. Using CPC is, for most advertisers, the clearest relationship between marketing dollars spent and value received.
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Entries by jweitzman
Attribution, Cost-Per-Click, and View-Through
Written by on Sept. 23, 2011 in Perspectives .
Impact of Display on Search
Written by on Aug. 1, 2011 in Current , .
A healthy percentage of consumers will see an ad and rather than click on it, type a few keywords into their browser’s search box and click on a paid search ad or an organic search result to visit the store. Even more will conduct a search some time after, having decided to check out the store when they saw the display ad.
(read more...)Study Questions Loyalty Programs
Written by on June 30, 2011 in Current , .
Two authors from Ryerson University in Toronto published an article questioning the wisdom of loyalty incentives for brands that already have high customer satisfaction. If loyal customers are staying loyal, focus the rewards on helping your loyal customers find new customers. Spend your budget on getting new customers and window shoppers to experience the service that is keeping existing customers loyal.
(read more...)Marketers Focused on Consumers More Than Branding
Written by on June 22, 2011 in Current , Perspectives .
When half of the heads of marketing at most of the biggest-spending sectors of the economy say their #1 priority is profitably and repeatedly engaging customers in transactional relationships, I’d say we’re certainly not wasting our time figuring out how to do it exceedingly well.
(read more...)Yahoo Study Finds Web Reduces Impulse Shopping
Written by on May 31, 2011 in Current , .
A recent study by Yahoo and Universal McCann examined the impact of the Internet on shopping behavior. Yahoo’s summary of the findings is available here. Turns out that people are less impulsive these days, using online resources to turn shopping into more of a group process than before. 55% said…
(read more...)E-Commerce Takes Off at Neiman
Written by on May 26, 2011 in Current , .
Neiman Marcus and Bergdorf Goodman don’t exactly evoke images of high-tech, scrappy retailers, firmly embracing the whiz-bang world of online retailing, streaming fashion shows, iPad apps, and flash sales. But that’s exactly what they are. The retail giant is seeing its fastest growth from the online shopping sector, and according…
(read more...)Buying in Real Time for Retail
Written by on May 17, 2011 in Data , Performance .
Successful RTB is somewhat like successful SEO – it’s part art and part science. Each exchange has its own learning curve and quirks. What works on one exchange doesn’t necessarily work on another. Bidding strategies can be counterintuitive. The ability to make intelligent bids using proprietary bidding technology is what separates the pros from amateurs in the RTB world, and that’s one of the keys to Buysight’s success.
(read more...)Landing Page Testing & Optimization
Written by on May 11, 2011 in Performance .
Retailers should make testing and optimization of their product pages a cornerstone of their merchandising strategy. High-performance landing pages are critical to achieving high return on advertising spend. No sense spending money driving traffic to your website it you aren’t closing the deal after they arrive.
(read more...)Multiple Touchpoints Drive Sales
Written by on April 28, 2011 in Current , .
A study of online retailers by Sucharita Mulpuru found that nearly half of purchases followed multiple exposures to web marketing efforts. The data highlights opportunities for retailers to think beyond the traditional “last-click” measurement they typically attribute to marketing programs.
(read more...)Loyalty & Remarketing
Written by on April 21, 2011 in Perspectives .
As Will Rogers said, “A stranger is just a friend I haven’t met yet.” That anonymous user on your product page may have only stopped by once, but they’re loyal customers-in-waiting. That’s why remarketing isn’t a media buy, it’s a marketing program that should always be running; making the most of all of your other marketing programs, and turning visitors into loyal customers.
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