Demystifying Google Shopping- Uncover buying patterns for advanced targeting and modelling
Mike Ryan
No matter your attribution model, Shopping has an inherent chaos in it: the clicked vs. bought dilemma, an effect of the consumer journey sometimes called “the messy middle”. This is compounded by widespread misuse of ROAS. Tracking and optimizing based on order profit instead of revenue allows you to both capture valuable consumer insight and get to the true business value of the channel. In this session Mike will show you how you can turn the chaos of clicked vs. bought into a new intelligence source for your broader marketing efforts. It is also a stepping stone to measurements like CLV, which are more advanced both in terms of audience targeting and profit modelling.