Applying LTV Models Across the Buyer Journey to Unlock ROI

Learn how to identify your highest-value customers and grow profitability. Most marketers are familiar with the concept of customer lifetime value (LTV), but many might not be aware of all the ways LTV models can be used to optimize marketing decisions. In its simplest form, customer LTV can be defined as the monetary value of a customer relationship, based on the present value of the projected future cash flows from the customer relationship. Customer lifetime value is an important concept in that it...

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October 8, 2021 |
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What Happens Without A Measurement Strategy?

Creating and running a new ad campaign means that your team works with many different moving parts. Your team builds creative, decides which audiences to target, and more, all within weeks or months of work by many different people at your company. After rigorous preparation, your team launches your campaign and wait for the sales to roll in. Sound familiar? That’s probably because your business follows this process when creating a new campaign. But it’s important to note how your business moves through this...

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May 26, 2021

Long Live Marketing Data Scientists

In today’s digital marketing landscape, the roles of marketing individuals and how they work together have changed. Media buyers and analysts originally had very separate skillsets and often worked in silos. While teams collaborated here and there, their relationships never went beyond sharing basic information. Each team completed their step in the campaign process and sent it on to other departments for next steps without ever looking back.  But today, a broader range of people and roles within digital...

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December 11, 2019 |

Google Ads: Smart-Bidding Best Practices

Google’s machine learning models for bid optimization are collectively called “smart bidding” Most of these models can be applied as “portfolio bid strategies,” allowing you to group together multiple campaigns into a single bid strategy with a common goal. All of Google’s automated bid strategies use a feature called “auction-time bidding”, meaning bids are optimized in each and every auction. Each bidding strategy that is currently available is ideal for different scenarios. In some cases,...

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December 9, 2019 |

Improved Attribution: Custom Channels using Google Analytics 360

Optimal budget allocation is one of the most critical requirements for a successful digital marketing campaign. You also need a clear understanding of how your channels work together, which helps your business make weighed decisions in budget allocation. CMOs report that their marketing budgets face cuts if they can’t prove ROAS. Therefore, Attribution is more critical than ever as part of your digital marketing solutions.  Google Analytics 360 provides you with a standardized basic grouping of channels,...

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December 3, 2019 |

Circumventing Suspension in Google Ads

Google Ads (formerly Google Adwords) account suspension issues when you create ads and manage ads can be very frustrating but we’re here to help. One of the most common account suspensions happens when Google flags your account for an attempt to circumvent. This is based on Google Ads Circumventing Systems Policy. Most circumventing systems violations can be frustrating but suspensions can be easily resolved by just correcting the offending issue. Click here for a link to the most common suspension...

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October 23, 2019 |

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