Wringing Performance out of Amazon Marketing Cloud, with Ross Walker, Retailer Marketplaces Paid Media Team Lead at Acadia
Unpacking the Digital Shelf
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The Balance Between Acquiring New Customers and Getting More Value from Existing Customers
This chapter explores the uncertainty of the economic environment and how brands are focusing on acquiring new customers while maximizing value from existing customers. The importance of incremental growth metrics, like new to brand and incremental return on ad spend (iROAS), are discussed along with the significance of media allocation and understanding retail marketplaces.
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