Statisticians know that correlation does not imply causation – so, applying that same logic to advertising, a consumer who saw an ad and converted could have already been predisposed to purchase. One big issue with attribution, as it exists today, is that many marketers still rely on last-touch. Video also poses unique challenges, since brands […]
Advertising on Facebook and Google is a foregone conclusion for most brands. Hotel booking site Hotels.com does, of course. But it was also looking for an alternative. “There is bias in the walled gardens,” said Helen Cameron-Heslop, senior manager of ecommerce analytics at Expedia’s Hotels.com brand. On Wednesday, Hotels.com announced a year-long partnership with cross-device […]
The shopping app Ibotta, which gives users cash back for purchases, has streamlined app-to-app buying. Tech from deep-linking vendor Button now allows Ibotta users to make purchases from apps in Button’s network, which includes Hotels.com, Groupon, Jet and Spring. Ibotta hopes to connect commerce apps into an easy-to-use marketplace. While it’s easy to link and […]
Although an industrywide video viewability standard has not yet materialized, players in the digital ecosystem are making progress. As a marketer, “you need to make sure an ad was viewed and we know we will never make video profitable on a click-only basis no matter what KPI we’re using,” remarked DJ Harman, online marketing manager […]
Hotels.com estimates more than one in five transactions on its platform occur through mobile devices, representing a growing area investment for a predominant player in online travel booking. “We can always do better from a brand recognition standpoint,” commented Steven Quach, director of online marketing for Hotels.com. “Anywhere we can find pops of growth that […]
