For retargeting & prospecting results – consumer engagement matters.

Unlike traditional retargeters, Merchenta focuses on the metric that matters most – consumer engagement. By focussing on consumer engagement, we’re able to optimise campaigns to those high-value consumers who drive the greatest results.

By using this insight, we drive great results for our clients – typically :

  • 5% to 20% revenue uplift
  • up to 5x conversion uplift
  • 30% to 100% higher average order value

Consumers who engage with our ads are 13 times more likely to buy than consumers who just click on ads. And these engagers spend on average 35% more, too.

 

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We go beyond retargeting…

Relevance drives results.

Each Merchenta IntelliAd comes bundled with its own real-time analytics. Over 100 metrics are gathered from every ad for analysis. By analysing these behavioural signals in real-time, we can adjust the ad content, messaging and creative to make ads that are relevant.

Our aim? To improve the relevance of each ad to each consumer – because relevance drives results.

Transparency & insight.

Merchenta distils the metrics into insights, available on the Merchenta Insight2 dashboard. Marketers find our consumer engagement metrics useful in understanding their prospective customers, where ads are served, how placements perform relative to each other.

Don’t just take our word for it.

Marketers who focus on clicks as their primary metric are missing the key source of consumer insight and sales revenue. Several studies have been undertaken independently by third parties, including this study by comScore in 2012 :

 

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“The research findings indicate that the traditional way of buying mass impressions and hoping for conversions (aka “spray and pray”) is not the most effective approach. The results showed that ad hover/interaction (correlation = 0.49) and viewable impressions (correlation = 0.35) had highest correlation with conversion, while gross impressions (correlation = 0.17) was significantly lower. Perhaps most interestingly, clicks (correlation = 0.01) had the lowest correlation with conversion, far under-performing all other metrics analyzed in the study. These findings suggest that advertisers and media planners ought to break their addiction to clicks and instead look to more meaningful metrics for evaluating campaign performance.”

Source : comScore, April 2012

 

Key Points

  • Consumer engagement model focussed on high value “engagers”
  • Behavioural analytics drive 32% site return rate
  • Conversion rate increased 80% over other channels
  • Incremental sales worth an extra 6% of revenue within 3 weeks

What is "consumer engagement"?

Engagement can take many forms - from clicking on a product carousel, to hovering over a product image to clicking a button or social media link within the ad.

Conceptually, in order to influence a consumer, they need to be able to see the ad. The ad needs to be relevant to their situation, carry the right products and brand messaging. Studies have shown that where consumers interact with an ad, they are more likely to purchase – and to spend more when they do.

Engagement can take many forms - from clicking on a product carousel, to hovering over a product image to clicking a button or social media link within the ad. Conceptually, in order to influence a consumer, they need to be able to see the ad. The ad needs to be relevant to their situation, carry the right products and brand messaging. Studies have shown that where consumers interact with an ad, they are more likely to purchase – and to spend more when they do.

Incremental sales have over exceeded our expectations. It’s a smart spend as it targets our own user base and we can easily measure our ROI. Highly recommend them.