What’s been sparking the interest of our readers on Think with Google Nordics & Benelux? We dug into the data to uncover the top three most-read articles in August 2020.
1. Why A/B testing with first-party data is key to uncovering customer lifetime value
Reaching and acquiring the customers who offer the best, long-term value is key to helping businesses grow. But in reality, sub-optimal ad spend has long been a major challenge in marketing, and not knowing which customers to prioritise is a key part of that. It was for this reason that Swedish fintech company, Qred, started investing in customer lifetime value. And by treating their business as one big A/B test, they became the fastest growing company in Sweden.
2. How the pandemic may affect holiday shopping
With 31% to 61% of shoppers in countries across Europe saying the pandemic will affect how they’ll make purchases this holiday season, we know that retailers face an environment unlike any they’ve experienced before. We have already seen a strong shift towards e-commerce, requiring retailers to be agile when planning their digital campaigns. To help them better understand what consumer behaviour may look like this holiday season, we surveyed global customers about how they plan to shop.
3. How a strong agency partnership helped one retailer crack automation
After an in-house experiment with auto bidding showed promising results, Dutch retailer Omoda decided to take it one step further and scale up its automation activities with the help of their agency partner. In simplifying the process and preparing the right data setup, this strong collaboration helped Omoda take more ownership over their data, allowing in-house teams to act quicker, and with more impact.