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Tag Archives: Database Marketing

9 Actionable Customer Match Strategies For eCommerce Retailers

In late September, Google announced the rollout of their new Customer Match program – enabling advertisers to use their first party data for campaign segmentation. While the customer match program is currently limited to search (similar to RLSA), Gmail and YouTube campaigns, it is a tremendous leap forward for both Google and advertisers alike in terms of targeting capability and opportunities for improving performance, which will likely only grow from …Read More

How NOT To Use New And Returning User Segments In Google Analytics

Google Analytics allows for the measurement of new and returning user segments. While this data is handy, it’s important to make sure that you and your team are using it correctly. We have found that a surprising number of businesses attempt to use these new and returning user segments as a proxy for measuring new and existing customer behavior – often in the absence of a proper marketing database. This …Read More