eTail Boston 2019

August 19 - 22, 2019

The Sheraton, Boston

Duncan Blair, Director, Marketing at Article
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Duncan Blair


Director, Marketing
Article

Check out the incredible speaker line-up to see who will be joining Duncan.

Download The Latest Agenda

Transform SEARCH & ACQUISITION Summit - Monday, August 19th, 2019

Monday, August 19th, 2019


2:00 PM ROAS Is Garbage

For the most part, digital advertising heralded a new era of measurability and accountability. The problem is, one of the most frequently cited KPIs for campaign or channel performance, return on ad spend (ROAS), doesn’t effectively measure anything. In short, ROAS sucks, at least in the way it is typically deployed. The alternative might not be a simple plug and play solution, but creating a measurement framework based on what matters is a critical part of ensuring long term brand growth. 
 
Duncan’s presentation will explore:
• How marketing's focus on efficiency is coming at the cost of effectiveness
• Why ROAS is a flawed metric; why some advertising vendors love it and marketers shouldn't
• A humble proposal for an alternative approach

2:30 PM Keynote Panel Discussion: New Tricks Of Breaking Through Digital Advertising

Customers are turning more to visual tactics versus text for discoverability when they search; images and video can create a journey of discoverability. With visual content being pushed as a top priority of the search changes, retailers should keep in mind immersive visual content that create stories. Learn from this panel how they are focusing on their digital and visual advertising strategies to attract customers…especially new ones:
• Targeting customers through YouTube based on Google searches
• What content is standing out, and what is just stale
• Ensuring you digital marketing is creative and informative to avoiding ad-blocking 
• Adjusting advertising based on generations targeted—how Millennials and Gen Z really differ

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