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Great Retention Marketing Starts At The Top Of The Funnel

Getting the right customers in the door can dramatically improve your retention efforts and drive greater profitability for your business.

Mark Wasiljew

Sep 25, 2023 · 3 min read

Beginner's Guide to Predicting LTV and Optimizing for Profitability

Meta recently published a whitepaper on predicting Life Time Value and how to use it to boost your marketing efforts.  Here’s what you need to know as an ecommerce marketer:

Mark Wasiljew

Sep 08, 2023 · 4 min read

Understanding the Basics of Customer Lifetime Value

For Ecommerce merchants and marketers, Customer Lifetime Value (commonly abbreviated as CLV or CLTV) is one of the most important metrics for understanding how your business is performing and how to grow it. Here’s the basics you need to know to get started improving your business.

Mark Wasiljew

Aug 28, 2023 · 4 min read

Flavors of Lookalike Audiences: From Pixel-Based to Predictive Value-Based Seeds

As consumer brands strive to make their marketing campaigns more effective, lookalike audiences have become a crucial tool for reaching new customers who share similar traits and interests to their existing ones. However, the way in which these audiences are created has undergone significant changes in recent years. In this post, we'll explore the evolution of lookalike audiences from pixel-based to predictive value-based seed, and why this shift is important for marketers at consumer brands.

Reeto Mookherjee

May 01, 2023 · 5 min read

Unlocking Advertising Campaign Effectiveness: Different Methods to Measure Incrementality

Incrementality is a crucial metric for measuring the effectiveness of advertising campaigns. It involves comparing the difference in desired outcomes between two audience groups: one that has been exposed to an ad and another that hasn't. There are many philosophies on how to measure incrementality. However, regardless of which tactic you use, this measurement has become increasingly challenging in recent times due to data protection regulations and the limitations of online click-paths. This article explores popular methods for measuring incrementality, along with their respective pros and cons.

Reeto Mookherjee

Apr 24, 2023 · 8 min read

Customer Value from the Start: How Predictive Lifetime Value Can Help Brands Predict the Future

In this article we discuss how predictive lifetime value (pLTV) can help your brand identify your high-value repeat customers even before they make their first purchase. The sooner you can derive a pLTV signal in your customers' lifecycle, the more useful it becomes for nurturing, and as such pLTV signals can be used for retention marketing as well as prospecting marketing. Learn more in the post!

Reeto Mookherjee

Apr 17, 2023 · 7 min read

Unlocking the Potential of The Prospect Data Platform: Use Cases to Boost Your Business Growth

In our last post we introduced the Prospect Data Platform (PDP), the newest essential tool for growth marketers. In today’s post, we continue our introduction by discussing PDP's key offerings, and how consumer brands across the D2C space can benefit from integrating a PDP into their marketing stack.

Reeto Mookherjee

Apr 07, 2023 · 11 min read

Growth Marketing 2.0 in the Cookieless World: The Prospect Data Platform

The growth marketing landscape has changed significantly since iOS 14.5. Previously, growth marketers could rely on ad platforms to find new customers and scale marketing spend efficiently. Brands have since focused on collecting valuable zero- and first-party customer data, using Customer Data Platforms (CDPs) to unify customer profiles. However, CDPs have key limitations in relation to paid acquisition marketing and on-platform personalization, which led us to develop the Prospect Data Platform, the newest essential tool for growth marketers. Learn more in this article.

Reeto Mookherjee

Mar 31, 2023 · 6 min read

Understanding Meta’s Lookalike Audiences: Creation to iOS 14.5 ATT Changes and Beyond

Looking for ways to reach new customers for your business? Walled garden audience extension solutions like Meta's Lookalike Audiences, Google's Audience Expansion and TikTok's Lookalike Audiences are often the go-to solutions for advertisers to target prospective customers. But how do they work, and why have these solutions become less effective since Apple’s release of iOS 14.5? Let's focus on the largest and broadest platform, Meta, where most advertisers have found success for years.

Reeto Mookherjee

Mar 24, 2023 · 7 min read