How Data Can Bridge Retail's Digital Divide
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Therefore, if the goal of your campaign is to drive offline sales, which is true for many retailers, then plan and execute your campaign, and … wait. Monitor your campaign but don't make the mistake of thinking that it's all about the cost per click (CPC). Eye on the prize, and that's sales. Give yourself some time to build out a data set and you'll be able to tell what's working — and what's not — to drive return on investment. If you don't like what you see at the end of the cycle, then it's time to rethink your tactics. But not sooner.
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