Symend’s Post

What were marketers' favorite advertising platforms in 2023? The results are in... 👀 We looked at the millions of queries marketers ran through our connectors in 2023 and arrived at this list. Any surprises? We're wrapping up this year by looking back at all the highlights and memorable moments — exciting product updates, new brand identity, our Customer Advisory Board initiative, and so much more! 🥳 'Supermetrics Wrapped 2023: A year in review and what to expect in 2024' 🔗 https://bit.ly/41mUXxM

Many marketers feel their ad platform numbers are not right, either too high or too low. However, they struggle to put their finger on why. The issue lies with not having a clear definition of what "right" means. What they tend to think is that the numbers they see in-platform don't reflect the actual impact the channel is having on sales. What they truly want to measure is the incremental purchases driven by the channel, but what they get is the channel's self-attributed purchases. Two very different things. In this blog post we dive into what incrementality is, why it matters, and how to measure it. (Hint: we help solve for this at WorkMagic.) Read it here: https://lnkd.in/gvY6c2Ua

We crunched some new numbers this time to pinpoint how mixing the right number of experiments with varied channel usage can significantly enhance your advertising ROI. Notably, companies engaging in 1001-2000 experiments across two channels notched an eye-popping average ROI of 17.6. However, the strategy of "more is more" isn't always effective. For those hitting the 5001-10000 experiments mark, the returns were less inspiring, highlighting that strategic focus trumps sheer volume. For businesses in the early stages of experimentation (0-100 experiments), sticking to one channel yielded an ROI of 6.6, proving sometimes simple is best. But as you ramp up (101-500 experiments), one channel can still deliver a solid ROI of 9.5. The sweet spot for those conducting 500-1000 experiments? Two channels, pushing ROI to 12.6. Full analysis here - https://lnkd.in/gvKrb2pp

𝗧𝗵𝗲 𝗯𝗶𝗴𝗴𝗲𝘀𝘁 𝗰𝗵𝗮𝗹𝗹𝗮𝗻𝗴𝗲𝘀 𝗶𝗻 𝗺𝘂𝘁𝗹𝗶-𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴? The PPCSurvey asked 1.041 marketers, 66% responded attribution. But why? Aren’t Media Mix Modelling or Uplift Studies going to replace attribution anyway? A clear answer, no. 𝗔𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 𝗶𝘀 𝗻𝗼𝘁 𝗱𝗲𝗮𝗱, 𝗶𝘁’𝘀 𝗯𝗿𝗼𝗸𝗲𝗻. Media Mix Modelling or Uplift Studies are great to show if revenue would occur without a specific channel or campaign (the pure definition of incrementality) but they do not replace the daily need for attribution. Seasoned marketers understand the imperative of fixing attribution to succeed in multi-channel advertising. They use tools such as MMM to complement the limitations of attribution. Big shout out to Miles for enlightening us with these survey insights in his weekly newsletter. 🙌

“Attribution is a literal cr*p shoot” Someone said this to me on a call a few months back and I couldn’t help but laugh at the accuracy of that statement. All advertising platforms want to give themselves credit for sales… When in reality it takes 7 touch points to convert a buyer. This means the platforms actually work in tandem to convert users into your customers. This doesn’t mean you need to increase spending on all platforms at all times. This means you need to choose a budget for each platform that will reflect where the buyer is at in their journey. What do you think about attribution and its purpose in 2024?

There is nothing to start the day off better, than getting an out of the blue email from a client praising a teammate for a project. A client asked us why their US campaigns weren't doing as well as they'd have liked. We looked at the customer journey and profiles, spoke to store managers, ran a buyer survey, understood the local nuances by state and store and reviewed the measurement framework. This has led to an understanding that challenge isn't with the campaigns, but the fundamental marketing proposition. It's so valuable to not make assumptions, bit to spend a fraction on the media spend on strategy and planning that will ultimately help you make more of every penny of your marketing budget. Massive shoutout to Andrew Mirzai. connective3 #planning #digitalstrategy #marketing

Research shows that direct mail is responsible for getting 39% of customers to try a brand for the first time. And 73% of consumers say they prefer direct mail for brand communication because it’s more tangible than digital ads. 🚚🏠 Connect with new movers as they settle into their new homes, guiding them through those crucial initial months as they establish their shopping routines. 🛍️✨ Learn More : https://lnkd.in/erUhWG4c 🌟 #mailmoment #newmovermarketing #businessSuccess

It’s time to evaluate the effects of #datadeprecation on your current media plan and learn ways to improve addressability in each of your marketing channels. Watch our latest webinar as experts discuss how you can de-risk your media plan in the short and long term. https://lnkd.in/gvEeW2Vy

It’s time to evaluate the effects of #datadeprecation on your current media plan and learn ways to improve addressability in each of your marketing channels. Watch our latest webinar as experts discuss how you can de-risk your media plan in the short and long term. https://lnkd.in/gvqH5YNX

It’s time to evaluate the effects of #datadeprecation on your current media plan and learn ways to improve addressability in each of your marketing channels. Watch our latest webinar as experts discuss how you can de-risk your media plan in the short and long term. https://lnkd.in/eSN6pPZP