Demand Generation

Lost Buy Box – How can Marketing Help?

lost buy box

Lost buy box continues to stupefy advertisers. As someone who is held accountable for Amazon sales volume, I’ve found precious little information on how to deal with a true cluster of a lost buy box situation. Let’s get started. What is the Buy Box? For those of you who are loathe to click my earlier…

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Performance Dashboards – Common Mistakes

the original performance dashboard

Performance dashboards are important. Just ask anyone in a digital marketing field. Now, ask those same people if they use everything contained in that dashboard. They real answer is likely “no”. Underutilized dashboards can waste resources, time, and money. Who should bear the responsibility of a dashboard that goes unused? Let’s look at a dashboard…

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How to Align Your Digital Media Metrics

misaligned KPIs

It’s not news that clients and digital media agencies share a higher level of distrust than in previous decades. The client holds an RFP and pushes agencies to deliver their service free of charge. Desperate to close new accounts, the agencies’ respective sales teams give away their most valuable asset for free. In the performance…

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Career Advice for the Demand Generation Professional

I recently began reading a friend’s book (“Adulting Made Easy(er)”) In it, the authors offer some salient tips for teens entering post-high school studies – and their parents. In high school, our guidance counselor (between cigarette breaks) had us take a career assessment exam. At the time, my career of choice appeared to be “Theater…

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Just say no to the digital media agency black box

In what seems like a lifetime ago, I joined performance digital agency with lots of big-name clients. Our value proposition was the holy grail of digital media – “We’ll only bill clients when we drive a sale for them.” And, in a way, it was true. We invested our own money and took the risk…

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A Media Buyer’s CCPA Defense

Media buying types have seen the privacy screws tightened over the last couple years. First, it was GDPR and now the the California Consumer Privacy Act (CCPA) is on the horizon. While a nice summary can be found here, Californians will have the right to: know what personal information is being collected about them know…

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Avoid being dumb about Google Smart Campaigns

We recently reviewed a Google account that had some financial success with Google’s Smart Shopping campaigns. Here’s Google’s definition of these campaigns: This campaign subtype combines standard Shopping and display remarketing campaigns, and uses automated bidding and ad placement to promote your products and business across networks. While this seems like a suitable solution for…

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The Amazon DSP Metric Glossary

Amazon DSP Glossary

If you’ve ever received a report on an Amazon Demand Side Platform (DSP) buy, you’ve likely been inundated with information overload. My most recent export report has 48 columns loaded with acronyms and nebulous definitions. Let’s go down the list of targeting and performance data and define specifically what it all means so we can…

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