Is your media more effective than the cost increase?

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National Retail Federation

NRF NXT 2019 July 23, 2019 Vic Drabicky, Founder and CEO, January Digital

Einzelhandel

Vic Drabicky, Founder and CEO
January Digital
July 23, 2019
SESSION:
Is your media more effective than
the cost increase?

3
Facebook CPM is +47% and
Google CPC is +14% YoY.
FB Source: Kenshoo trends Report, 07/19
Google Source: Sidecar 2019 Benchmark Report, 2019

6
Four ways you can
counteract the cost increases.

9
If your spend is +30% and
your ROI is +20%, you likely
have an issue.

$10 Remember! Each dollar you spend is fractionally less effective.$

12
What’s the value of one
customer’s data?

13
Focus on the three Cs:
Collection, Combination,
Conversation

16
Revenue stack typically resembles:
Email, Paid Search, Affiliate,
Natural Search, Paid Social,
Display, Other

18
Pinterest, Snap, Smart Shopping,
Placement Optimizer, Lead Gen,
DPAs, TikTok…

19
Four keys to combating high costs:
1. Planning
2. Data is an asset
3. Diversify
4. 10% mentality

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Is your media more effective than the cost increase?

1. Vic Drabicky, Founder and CEO January Digital July 23, 2019 SESSION: Is your media more effective than the cost increase?

2. 2

3. 3 Facebook CPM is +47% and Google CPC is +14% YoY. FB Source: Kenshoo trends Report, 07/19 Google Source: Sidecar 2019 Benchmark Report, 2019

4. 4 Source: eMarketer Feb 2019

5. 5 Shit. Damn. Sigh. Let’s do this.

6. 6 Four ways you can counteract the cost increases.

7. 7 1. It all begins with planning.

8. 8 Plan for cost increases.

9. 9 If your spend is +30% and your ROI is +20%, you likely have an issue.

10. 10 Remember! Each dollar you spend is fractionally less effective.

11. 11 2. Accept that data is an asset.

12. 12 What’s the value of one customer’s data?

13. 13 Focus on the three Cs: Collection, Combination, Conversation

14. 14 3. Diversification is a requirement.

15. 15 Build a foundation, not a pillar.

16. 16 Revenue stack typically resembles: Email, Paid Search, Affiliate, Natural Search, Paid Social, Display, Other

17. 17 4. Adopt the 10% mentality.

18. 18 Pinterest, Snap, Smart Shopping, Placement Optimizer, Lead Gen, DPAs, TikTok…

19. 19 Four keys to combating high costs: 1. Planning 2. Data is an asset 3. Diversify 4. 10% mentality

20. 20 *BONUS* Aim for an 85% success rate.

Is your media more effective than the cost increase?

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