By  on October 3, 2017

Timing is everything. Rue La La has explored this concept with its roll out of Nanigans Incrementality, a new cross-channel SaaS platform. The software enables marketers to measure and maximize digital ad spend as related to incremental revenue.

“Serving ads to shoppers who are already inclined to buy is a waste of money and skews ad spend effectiveness,” said Ric Calvillo, cofounder and chief executive officer of Nanigans. “The only true measure of ad effectiveness that matters is incremental revenue. This is the additional revenue generated by advertising that would otherwise not have been captured without the ad spend. You wouldn’t hand out $20 bills to shoppers at the register, so why advertise online to people who are about to buy without seeing an ad?”

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