Wildfire Systems, Inc’s Post

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Instead of focusing solely on incremental revenue driven, we recommend online retailers take a more nuanced approach to assessing the performance of new marketing channels. In this article for Total Retail, Wildfire SVP of Merchant Development Michelle R. Wood discusses other metrics, such as the impact of new vs. returning customers, average order value (AOV) increases, and conversion rate improvements. https://lnkd.in/gSyErxwH

Beyond Incremental Revenue: A Nuanced Approach to Assessing Marketing Channels

Beyond Incremental Revenue: A Nuanced Approach to Assessing Marketing Channels

https://www.mytotalretail.com

Working in this industry has given me a special ...let's call it appreciation for the word "incrementality."

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