Retail


Boost marketing


ROI with the power of data


Businesses everywhere are being confronted with economic uncertainty, as well as challenges emerging from market volatility. Brands are facing rising acquisition costs, supply chain issues, and pricing pressures and as they strive to increase consumer loyalty, they must be aware of fierce competition, such as Direct To Consumer brands that are thriving in their respective fields. Courtney Hopkins, VP of Strategic Partnerships at Rokt shares some insight on how businesses can get ahead.


A 28 | May 2023


s the inflation rate continues to rise, new pressures are placed on companies and there is a temptation


to cut budgets, with marketing oſten being top of that list. However, by prioritising marketing spend and leveraging first-party data to target the right customers, brands can diversify their customer acquisition and ultimately boost revenue. It’s therefore essential for brands to be able to market and advertise more efficiently, as well as collect and analyse rich data. Tis enables brands to gain a significant return on their marketing investment and during times of economic uncertainty, this is especially important.


Leveraging first-party data Previously, brands would only rely on using traditional marketing tactics such as display, social and paid search. However, this form of advertising is extremely competitive due to the demand for certain keywords and in a crowded market, brands would have to pay a premium for this method of marketing to be considered worthwhile. By leveraging machine learning technologies


on ecommerce confirmation pages, brands can gain actionable insights from the data gathered and introduce quality measures. Tis can include frequency capping to restrict the number of adverts shown to a customer,


www.pcr-online.biz


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52