What Drove That Sales Spike: The Season, the Promotion, or the Ad?

When you’re evaluating the true impact of advertising, you need to be sure you measure and model the impact of your ads, and the ads alone. To see how this could be a complicated feat to pull off, look no further than two of the biggest non-advertising factors in conversions: seasonality and promotions. For instance, if your sales spike this June, should […]

Set Your Measurement Right for Revenue Forecasting

Yes, you can ace the “How can we hit this number?” question.  One of the trickiest questions that marketers face from the CFO is whether Marketing can deliver a specific revenue target – and what the paid media breakdown looks like to get there. Answer that right, and you help prove the effectiveness of the marketing program overall, boosting […]

Marketing Benchmarks are Worse Than Average

Benchmarks guide brands to “Keep up with the Joneses”–and that makes for a bad marketing strategy.  By Jon Lorenzini, Vice-President of Marketing Science and Product Marketing. To understand the problem with marketing benchmarks, consider a company like SKIMS. A disruptor brand in the women’s shapewear space, SKIMS caters to women along a wide array of body shapes […]