Why does a 1940s-era model interest large advertisers and platforms? Three reasons.| Practical Ecommerce
A customer journey map outlines the process of buyers leading to a purchase. Optimizing each step can greatly increase conversions.| Practical Ecommerce
Google Analytics "Assisted Conversions" reports are hidden attribution gold deep in the platform's conversion analysis tools. While most Analytics reports show the immediate source ("last click") of traffic and conversions, Assisted Conversions identify the relationship between all channels and conversions.| Practical Ecommerce
Merchants have long dreamed of delivering the perfect marketing message to a specific shopper at the ideal time to close a sale.| Practical Ecommerce
To successfully integrate generative AI (gen AI) in marketing, companies need to balance automation, customization, and human oversight. As such, they should follow a few steps. First, determine whether a task requires gen AI for content creation or analytical AI for data-driven predictions—often, a combination of both is ideal. Next, assess whether to rely on general AI models or invest in proprietary training data to enhance accuracy and reduce risks. Finally, establish the appropriate le...| Harvard Business Review
Barry Hott recommends ugly ads, those that people won't skip over. First reactions to an ad largely determine its performance, he states.| Practical Ecommerce