Incrementality: How Do We Measure It?
We’ve all heard of the so-called “butterfly effect,” a theoretical concept wherein a small change ...
Strategy
87 Articles
Beyond ROAS: The Case for Lifetime Value (LTV) by Xevio
Numbers that tell a story have always been the focal point for performance marketers. Return ...
Contextual Targeting: Effective Marketing in a Cookieless World
In recent years, internet privacy laws have made it harder for marketers to harvest user ...
Optimizing the Lead Funnel for Conversion at Scale: Insights from Xevio
In the third and final part of our series on lead generation with Xevio co-founder ...
Content Strategies for High-Quality Lead Generation: Insights from Xevio
Welcome back to our series of lead gen conversations with Xevio co-founder and CEO, Nadim ...
AI-Powered Lead Generation on the Open Web: Insights from Xevio
If you read our series of e-commerce interviews with Xevio co-founder and CEO, Nadim Kuttab, ...
Back-to-School Retargeting Strategies to Reach Students Across the Web
Students are a valuable demographic for today’s marketers. This is especially true at the college ...
Ideal Customer Profile: Know Exactly Who You’re Marketing To
Say you owned a company that exclusively made jackets for men with a 42-inch chest ...
Beyond Last-Click — Measuring Engagement on the Open Web: Xevio eComm Insights (Part 3)
As the marketing funnel continues to get more complex, last click attribution is becoming a ...
How to Create A Black Friday Landing Page That Converts with Realize
Love it or dread it, Black Friday has changed the game for marketers and shoppers ...
Unwrap a High ROI: Holiday Creative Strategies That Drive Results
The holiday season is a major investment for advertisers, and for many businesses, it can ...
Customer Journeys: What Are They? How Are They Managed?
To convert a potential customer into a lifelong one, it’s essential to understand every step ...