Last week I wrote an article about why Contribution Per Order (CPO) should be the critical revenue metric that businesses use rather than Return On Ad Spend (ROAS). As a reminder, while ROAS is an efficient measuring metric, it cannot assign health to a channel, making it a relatively useless tool. In contrast to ROAS, Contribution Per Order (CPO) brings in the magnitude of the campaign segment targeted. This metric subtracts the marketing cost and cost of goods from each order to determine how profitable each of those segments is contributing to top-line demand and bottom-line profits. In one of my side comments in this blog, I mentioned the need to analyze Paid Search programs utilizing the same metrics and by further separating into branded terms vs. non-branded terms. In a recent year-end seasonal review with one of my clients, Paid Search was only reporting at a macro level (combining branded and non-branded search), which can be misleading. As shown below, Paid Search has a relatively positive CPO compared to traditional print prospecting (+$1.16 vs. -$2.15). Without understanding the full impact, this client was considering marketing decisions to expand Paid Search, reduce print prospecting, and potentially eliminate print programs—leading to potentially devastating results.
by Laurie Sullivan @lauriesullivan
People willing to share data with brands increasingly want to know that the value they receive outweighs the risk of the data being compromised — so a greater number, especially older generations, are clearing their browser history and cookies, according to survey findings released Wednesday.
InfoGroup surveyed 1,000 consumers to better understand their attitudes toward privacy. The report — Privacy Matters: How Different Generations Think About Their Data — reveals the differences between generations and provides insight into the strategies companies can implement to build consumer trust.
Concerns about privacy continue to grow. Some 88% of consumers surveyed are concerned about the privacy of their data, and 80% are much more concerned today compared with the past.
Some 60% of consumers believe privacy no longer exists in this “hyper-connected” world, yet 57% are alarmed when they see a product they searched for online advertised on social media like Facebook or Twitter. This suggests a lack of understanding of common marketing tactics that use consumer data to improve targeting and ad relevance.
more at source: https://www.mediapost.com/publications/article/348011/65-of-consumers-believe-its-a-risk-to-give-up-th.html