The digital landscape has experienced a seismic shift with the recent sunset of Google Universal Analytics (UA) in favor of Google Analytics 4 or GA4, introduced in 2020. As of July 1, Google stopped processing data through UA, creating a forced migration. Ben Hardt, VP of business intelligence and innovation at X Agency, walks us through the changes and the impact on marketers.
Ecommerce business owners now face a reality in which inflation and slowing sales have changed the outlook entirely. Aggregators don’t have the funds they used to, with investments decreasing 60% from the first half of 2021 to the first half of 2022. With a slowdown in consumer spending, owners find themselves facing an important decision: prioritizing growth or profits.
Generative AI has pushed into nearly every corner of the B2B tech landscape, forever transforming ecommerce and the buyer’s journey. However, trusting generative AI on ecommerce sites comes with risks. Consider these preparation steps needed to bring generative AI into ecommerce, in order to deliver a competitive advantage and ensure ideal customer-buying experiences.
Given the explosion in retail media networks, and the vast potential of their rich first-party data insights, the Interactive Advertising Bureau (IAB) has released a buyer’s guide that explains the market and the players, helping brand advertisers more intelligently build media planning and buying strategies. Kroger and Walmart talk about the power of data science in their media networks.
The dynamics of the manufacturer-retailer relationship are complex and subject to power shifts. Where retailers often excel at customer loyalty, recognition and retention, manufacturers control stock availability and product development. As customers continue to demand innovative digital experiences across a growing number of channels, effective communication and collaboration is crucial.
With advertisers projected to spend upwards of $45 billion on retail media this year, launching a retail media network makes a lot of sense. However, it requires careful planning and execution amid a crowded marketplace. Here are five key steps you can take to establish a retail media network that drives transformational growth for your business.
Generative AI (GenAI) has dramatically changed digital marketing, especially in relation to ad targeting, lead gen and SEO. As effective, personalized customer engagement is crucial to thriving in this new retail landscape, retailers must evolve their approach. They must also find new ways to interact with customers and better methods to measure the impact of those efforts in terms of hard ROI.
The problem of coupon code leaks from influencers and creators to discount sites like Honey and RetailMeNot, leading to misattribution of affiliate commissions, is being addressed by a startup that uses one-time links much like those in password recovery to ensure proper credit. Social Snowball started with a platform that automates the management of influencer and creator partners on Shopify.
The high cost of a bad loyalty program is showing up on bottom lines, demonstrating a direct connection between retention and profitability that leaders can’t ignore. Consumers demand a deeper experience to earn their loyalty, going beyond transactional value. They want to engage in a close, personal way with brands they love, building relationships that evolve with their needs.
The California Privacy Rights Act (CPRA), an amendment to the 2018 CCPA, went into effect Jan. 1, requiring publishers/advertisers to comply with new consumer data privacy guidelines. Other states including Connecticut, Colorado and Virginia are getting onboard. We break down the initiatives and their implications in this podcast.