In honor of Custora’s latest release—Segmentation Studio—the sock puppets return in a new music video. It’s a love song between marketer and software, man and machine. Without further ado…
New York, New York – September 28, 2017 – Custora (www.custora.com), an industry leading advanced customer segmentation platform for retail, today announced that Tom Ebling has joined Custora’s Board of Directors. Ebling most recently served at Demandware’s CEO from 2010-2016, and as the CEO of Lattice Engines, ProfitLogic and Torrent Systems. This appointment comes as Custora continues to expand rapidly by providing marketers with self-serve access to build powerful segments that improve the ROI of campaigns across email, facebook, display, and direct mail campaigns.
You may be familiar with the terms first and third party data. But you might just smile and nod when somebody starts going on about second party data. Or you may wonder which type of data can deliver the greatest ROI. Then this blog post is for you! In this post, I will break down the three types of data, explain what they mean, and help you understand the value to be gained by each data type.
Facebook has become one of the most effective advertising channels thanks to the amount of data it has on its users. This data allows for a wide array of targeting methods for advertisers. On one hand, the variety of options can be a blessing since it allows Facebook marketers to get more granular with targeting than they can anywhere else. For marketers who know exactly who they want to target, this is great.
On the other hand, the large number of options can also be a curse, since it’s very easy to waste ad spend testing various targeting combinations in an attempt to arrive at the best-performing audience segments.
At Custora we are big believers in the power of continuous testing and optimization. But we’ll let you in on a secret that we have found through our work with some of the largest and most sophisticated retailers in the world. Combining predictive customer lifetime value with Facebook Lookalike Audience targeting consistently delivers 5 to 10x improvements in Facebook advertising performance.