Closed-loop attribution is a marketer's dream… 'The hazard is that ROAS can flatten your strategy… Once you have that simple, one-size-fits-all measurement of impact on sales, it takes a certain amount of discipline not use it.'
Retail advertisers are learning that focusing too much on the bottom of the funnel can clog the whole system… not all inventory is suited to direct sales, said Mara Greenwald, SVP of commerce media at Night Market.
#closed-loop-attribution #marketing-strategy #retail-media #performance-metrics #campaign-optimization
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