Senior Business Development Director - Expert in Data Driven Marketing, Personalisation & Incremental Measurement
It’s Halloween 👻 🕷 👾 but it’s also National Magic Day 🧝♀️ 🐰 🎩 and World Savings Day! 🤑 So what started as a post to show off the excellent Chucky costume I got my son for Halloween, actually evolved into a couple of areas I find myself talking about regularly; Uncovering disappearing customers and saving money through measuring metrics that actually matter. On Magic day, brands may consider thinking back over the recent years, where have all my customers disappeared to, once they leave my site? The deprecation of 3rd party cookies has seen to this. This situation will only worsen next year, if the switch is finally flicked on Chrome. True magic in digital, is the ability to find them, retain a connection and conjure more sales from a better connection. On World Savings Day, this relates to the same area. If you understand and connect to a customer at the individual level, rather than seeing customers as cookies or email addresses, then this is the first step towards savings through media efficiency. Epsilon talk about saving money by measuring sales in the right way. Attribution in digital is flawed and will never give you a complete picture. Incremental Measurement, done correctly, shows a brand they are investing in the right areas. A scary prospect on Halloween for brands if they are investing in the wrong areas and seeing the customer base disappear. #daysoftheyear #digitalmarketing #incrementalmeasurement #halloween #3rdpartycookies #
