Retargeted Advertising: Measure, Mix and Move (Fast)!
For remarketing, the answer is to use an A/B test to set up a control audience where a portion of the traffic gets no treatment, but you still measure the effect. This enables you to measure what happened over the same time period when no ads where shown, and to compare with the ad campaign. The test enables you to measure the precise lift of the campaign. You'll know when you're making money and when you're not. Best practice is to run a control test on an ongoing basis so that your revenue reports are showing you measured lift.
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.