Retargeted Advertising: Measure, Mix and Move (Fast)!
2. Continuously measure and test. Famously, half the money spent on advertising is wasted. The challenge, so said John Wannamaker, a marketing pioneer, is understanding which half. Given the way that the ad industry has traditionally attributed revenue, this is as true today as it was for John in 1900.
Charles Nicholls is a social commerce expert and board advisor to several e-commerce startups. He founded SeeWhy, a real-time personalization and machine learning platform, which was sold to SAP. Serving as SVP of product, he built SAP Upscale Commerce, an e-commerce platform for direct-to-consumer brands and the mid-market. Today, Charles serves as chief strategy officer for SimplicityDX, the edge experience company. He has worked on strategy and projects for leading ecommerce companies worldwide, including Amazon, eBay, Google and many others. For more information, visit www.SimplicityDX.com or connect on LinkedIn.