Illustrative strategy example
Retargeting
Consumer ecommerce
A retargeting plan for a consumer brand
Reconnect with visitors at an appropriate time.
Monitor
Reach and frequency
Monitor
Customer exclusions
Monitor
Blended acquisition cost
Monitor
Incremental orders
Overview
A consumer brand needs to balance helpful follow-up with acquisition cost and ad frequency.
The Challenge
Ad-reported return can overstate incremental impact when the same customer sees several channels. Review consent, exclusions, audience windows, and total customer acquisition costs.
Proposed Approach
Separate recent buyers from active prospects.
Match messages to the visitor stage.
Set audience windows and review frequency.
Reconcile reported conversions with store revenue.
What to Measure
Monitor
Reach and frequency
Monitor
Customer exclusions
Monitor
Blended acquisition cost
Monitor
Incremental orders
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