Posts about Digital Strategy
Preparing for a cookieless future
TL;DR cookies are pieces of information about a user’s characteristics and behaviors that the user’s web browsers store as code every time they visit a website. Currently, Chrome alone has 63% of browsers globally so when they remove cookies, it’s a BIG deal. Cookies are the foundation of digital marketing targeting, tracking, and impactfulness — due to consumer privacy concerns, Chrome is getting rid of them. Likely by mid-2024 (but TBD, Google keeps pushing it back so keep an eye on the timeline here).
8 minute read
What to do when optimizing ROAS isn’t helping e-commerce business growth
TL;DR e-commerce businesses should take the time to understand the nuances around their profitability to create new strategies that support ROI over other traditional metrics like ROAS. One example we share here is how to maximize high-profit segments while finding a sustainable bidding strategy for low-profit groups.
4 minute read
10 steps to a successful sale
TL;DR There are 10 steps that Thrive often uses with our B2C and e-commerce clients to ensure a successful sale period. These steps are: 1) Optimize your creative by testing two distinct themes using A/B testing to determine a winner
7 minute read
Beyond attribution: understanding the incremental impact of your marketing
TL;DR The world of marketing measurement is complex and traditional attribution methods often fail to share the whole story. We believe that incrementality is a more reliable determiner of revenue outcomes than many attribution models. Incrementality is all about measuring the real impact of our ads – the stuff that wouldn't have happened without them. We measure incrementality in two ways: experiments and testing media mix modeling To get started, we suggest running small experiments and begin building an understanding of how different media channels contribute to top-line revenue.
8 minute read