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Measuring marketing incrementality: Best of the MarTechBot

Martech

A/B testing (split testing): This is one of the most straightforward and effective methods for measuring incrementality. Multi-touch attribution (MTA): While not as precise as A/B testing, MTA models can help allocate credit to various marketing channels based on their contribution to conversions.

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How to quantify the ROI of data using decision playbooks

Martech

I was talking with a marketing VP at a large retailer about their challenges with data. The fuzziness has prevented companies from quantifying the true ROI of data. Since ROI is tricky to measure , many companies avoid the discussion altogether. Specifically, it let them avoid the inventory glut that plagued other retailers.

ROI 96
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How to Analyze Your Email Campaign Performance and Optimize It

Single Grain

6) Overall ROI. Overall ROI is the total revenue generated from your email campaign divided by the total amount spent. Overall ROI = [(amount generated through sales – expenses incurred in the campaign)/expense incurred in the campaign] * 100. Dive Deeper: 5 Important Landing Page Elements You Should Be A/B Testing.

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How Remarketing Can Help Increase Conversions

Single Grain

One online retailer increased their conversation rate by a 161% (compared to their previous campaigns) as a result of a remarketing campaign. A retailer like J Crew has short buying cycles. Understand How to Measure the ROI of Remarketing Campaigns. Dive Deeper: How to Run A/B Tests that Actually Increase Conversions.

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Email outreach for marketers: Measuring and optimizing performance

Martech

Let’s go to the formula: Customer acquisition cost (CAC) This metric reveals the cost to gain a new customer and is crucial for evaluating marketing efficiency and optimizing outreach for better ROI. Return on investment (ROI) ROI metric is the ultimate measure of success, indicating if your efforts boost profits or drain the budget.

Marketing 125
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10 Effective SEO Techniques to Drive Organic Traffic in 2020

Single Grain

These things push organic listings further down the SERPs, resulting in fewer organic clicks and (conveniently for Google) an increased need for online retailers to invest in paid listings. Higher ranking equals more organic traffic and should boost the overall ROI of your SEO strategy. Many A/B tests can have surprising results.

SEO 145
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Five Ways to Make Creative Work in CTV

Martech Series

The key to personalization is experimentation, understanding what creative elements appeal to different kinds of people, mixing and matching those elements until the right combinations of elements and audience emerge (not as time consuming as you might think), and continually a/b/… testing throughout the campaign.

Retail 93