Seamless Search; Your Questions Answered

Read Time: 4 Minutes

Last week we were thrilled to host our second virtual event of 2021 – Seamless Search; Ask Us Anything. Incubeta’s Senior Commercial Manager, Sophie Dixon was joined by our Director of Strategy Damien Bennett, to discuss our new proprietary technology – expanding on the methods by which brands can use Seamless Search to achieve the best results possible for their business.

Since our launch event in September, Seamless Search has been recognised as  “Best Martech Solution” at the Wires, and “Best SEM Solution” at the Martech Breakthrough awards. And we’re grateful for the recognition of the results that Seamless Search drives.

Our ‘Ask Us Anything’ session took a deep-dive into Seamless Search itself, answering a range of questions from the audience, to provide more of an understanding of Seamless Search’s capabilities, and how it can solve key business challenges. 

The Origins of Seamless Search

The concept of Seamless Search is very much an idea that’s always been in the background. For many years we’ve had clients asking how incremental their paid search activity is – particularly focusing on the true incremental value of their search activity once you remove the cannibalization of their organic coverage performance. While the market was somewhat saturated with tests trying to assess this impact, none of the tests were optimal. Most weren’t comprehensive – running on a broad range of keywords, with many keywords within these sets producing remarkably different behaviours, which ultimately impacted the accuracy of the results. We realised that, using advancements in machine learning, we could produce a comprehensive and confident answer to whether or not you should pay to appear for keywords that you already hold a high organic position for. 

Initially Seamless Search started as a project to develop and run an advanced and accurate incrementality test, however, what it ended up becoming was much more comprehensive. As we started building out the test methodology, we considered the benefits of automation – making the insights derived from the test actionable through bid adjustments based on the incrementality of the two channels. 

Seamless & Search Ads 360

It’s important to stress that Seamless Search is an extension of SA360, not a replacement. Platforms such as SA360 are there to manage the scale of paid search activity, whereas Seamless Search is there for specific keywords that have a question mark around the incremental value of paying for them. Seamless Search acts as a complementary platform to the existing paid search software that advertisers are already using. 


When one assesses the interplay between paid and organic search, there’s multiple factors that can impact incrementality – which can be split into external and internal:

  • Internal factors are those that you can control, such as; current paid position, current organic position and promotions. 
  • External factors are those outside of your control, such as; competitor paid coverage, competitor organic coverage and wider marketing activity. 

Seamless Search takes all these factors into account, using ML to understand the different combinations which produce an incremental click. Once identifying the optimal position to appear in a paid perspective a bid adjustment is then made. 

Seamless Search & Google Ads

When discussing the difference between Seamless Search and Google Ads/Organic reporting it’s important to remember that Google Ads/Organic Reporting are looking at a single channel, whereas Seamless Search looks at the revenue attributed to that channel, minus the cannibalisation. Seamless Search handles the reporting and actioning on a basis that would not be possible through Google Ads or Search Console.

ROI Uplift

The best way to witness the ROI driven by Seamless Search is to analyse what happens when you add the two channels together. As it stands, using data from existing Seamless Search clients, we’re seeing the best of both worlds. Advertisers are seeing both an increase in revenue and an increase in ROI, as Seamless Search is finding areas where the advertiser can increase their coverage, and also identifying areas where the advertiser can create efficiencies.. 


Aware that Seamless Search is a new platform to market, we’re helping all prospect clients build a business case by providing  them with a projection of the likely impact that Seamless Search will have on their overall search results. This helps businesses decide whether or not the platform is the right fit for them. Click here to request your Incremental Revenue Forecast

During the onboarding process, you will be provided with specialist led guidance which will comprises of two sessions to enable the use of the Platform: i) Session one: A demo covering the platform functionality ii) Session two: An open Q&A session with the team which will be scheduled the following week. Pre Recorded videos providing an overview of the platform and its basic functionalities will also be available to support the users. There is also an option to opt for customised training on the more advanced uses of the platform, although this comes at an additional cost.

Click here to watch the full Seamless Search; Ask Us Anything session, or visit our Seamless Search FAQ page for more information. 

This blog was originally published on Incubeta

Incubeta invites you to Seamless Search; Ask Us Anything

Read Time: 1 Minute

Despite being arguably one of the most challenging years to launch a new product, our proprietary technology, Seamless Search has got off to a flying start in 2020. Our brand new software, is the first search management platform of its kind, enabling marketers to manage their paid and organic search holistically.  With 2 award wins and a jam-packed waiting list, we’re excited to show you what’s next for Seamless Search in 2021. 

Following our launch event, we’ve had a range of questions and queries about the capabilities of our software, and are therefore thrilled to invite you to Seamless Search; Ask Us Anything” as we aim to answer those burning questions. Join us on Tuesday 19th January 2021 16.30pm GMT.

We’ll be running through the FAQ’s about our new proprietary technology, and expanding on the methods by which brands can use Seamless Search to achieve the best results possible for their business. Register today to secure your spot.

To learn more about our Seamless Search Software, check out our website,

PI Live: Using Channel Optimisation to Enhance Marketing Strategy

Read Time: 4 Minutes 30 Seconds

At this year’s virtual PI Live Global our Head of Product Development Fred Maude was joined by Lily’s Kitchen eCommerce Director Michelle Corp, and Channel 4’s Digital Programmatic Lead Alex Wright, to discuss cross-channel data and how to enhance your marketing strategy.

Within the session, Fred, Michelle and Alex highlighted the importance of a cross-channel mix, focusing on evaluation, analytics and partnerships. As we move into a somewhat uncharted holiday season, this presentation provides the perfect overview of why channel optimisation should be at the heart of your business strategy going forward.


Primarily speaking, advertisers should start by evaluating the current and existing channels that they operate – identifying opportunities and gaps, whilst asking themselves questions such as ‘What is our brand deploying’ and ‘How are we reaching our audience’. As Fred pointed out, one of the biggest issues surrounding channel marketing is the overall lack of evaluation. Advertisers don’t necessarily realise what areas or channels that they are missing, and end up sticking with what they already know, thereby missing out on a substantial volume of potential. Fred then discussed how the issues we often see are surrounding the methods brands use to measure channel performance. Frequently we see advertisers operating on the last click model which  naturally doesn’t work with every channel. A solution to this issue would be to drive advertisers towards data-driven attribution which fairly credits each area relevant to their performance.

The conversation then moved to channel optimisation, led by Michelle, who discussed how channels should be thought of both independently and holistically. Advertisers need to be evaluating what channels they can use and how they can be used together, whilst aligning with brand objectives and remaining within budget. Brands should also be including a full funnel mix within their strategy, creating good content to attract specific audiences in specific sections of the funnel. All channels resonate well with different sections of the funnel, so providing advertisers are well informed on what’s happening across the board with their channels, they should be able to guarantee full funnel coverage within their strategy.

Whilst Michelle emphasised the importance of evaluation and identifying opportunities, as a brand, she also stressed the importance of brand privacy and protection policies. Going into 2021, advertisers need to be completely transparent with their methods, aligning with, and being open to their users and customers. Everybody has a very different view on data protection and it’s completely dependent on specific company needs. However, when brands look at their funnel and the people they want to work with, they need to be challenging what their audience is telling them, making sure that cookies are inline with data retention and ensuring compliance accuracy.


The topic of ‘trusting in analytics’ and the importance of data collection was brought up. Whilst recent events in the world have led to drastic changes in both consumer behaviour and demand – with unforeseen spikes in retail, shopping habits and platforms – the data analytics game has remained fairly consistent. Although change itself will always happen (and rapidly in a digital space), Fred discussed how by ensuring one’s data strategy is set up correctly, advertisers can guarantee that their analytics will work seamlessly, independent of how quick the changes around them are. The first way advertisers can do this, is through identifying their position on the data maturity framework, and subsequently earning the right to break out their data. 

Fred then went on to explore the four stages, or points, in which advertisers should view their data: initially through the analysis of data accuracy and consistency (across all channels), followed by first-party data (margin data, LVA analysis etc), third-party data (competitor comparison, business data etc.) and finally ensuring that you’re overlaying this with your customer data. Things are changing, and will continue to change at a rapid pace, advertisers need to respond to this by fully integrating themselves across all parts of their business, ultimately trusting their analytics to build the best possible picture of their business. If advertisers collect, build and automate, then they’re guaranteed an edge over their competitors.

The conversation then swung to that of GDPR compliance, and the concerns surrounding the legislation and data collection. Fred discussed how, although back in the day we could be much more granular with our targeting, Google are now launching their own solutions (such as Ads DataHub)  to target this, and advertisers can still access fairly granular data.

The panel was closed with a focus on what advertisers can expect to see in the holiday season and the start of 2021. Fred took the lead on this topic, raising a secondary question discussing the implications that the lockdown sales spike might have on the volume of sales anticipated later on in the year – in particular on Black Friday and the lead up to Christmas. Have consumers already spent their disposable income for the year, or will we still see a huge amount of revenue generated from festive shopping? Whilst Fred’s closing statement declared that he doesn’t expect to see as much growth this year as we’ve seen in the last couple of years, only time will tell.

Incubeta invites you to the unveiling of Seamless Search

September is upon us and with it brings an exciting new arrival. We are thrilled to announce the newest addition to the Incubeta family: Seamless Search.

Seamless Search TechnologyBe one of the first to get an exclusive look at this award-winning technology at our virtual unveiling on the 22nd September 2020.

This is the first time we’ll be showcasing the Seamless Search platform to the wider public; showing you first-hand how our one-of-a-kind software can enhance and improve your search strategy. Let Incubeta show you the true value of your paid and organic search and how to  use this data to achieve the best results for your business. Register today for our launch event and experience firsthand the true power of Seamless Search.

To learn more about our Seamless Search Software, check out our new Seamless website,


NMPignite: The Future of Performance

Read Time: 4 mins 30 secs

In our first all-virtual seminar, The Future of Performance, we explored some of the most exciting opportunities and advancements that our Performance Marketing Team have been working on throughout 2020. 

In today’s climate, finding ways to mitigate risk is crucial for business success. As digital marketing specialists, we’ve been focused on how brands can effectively market themselves in times of crisis and stay ahead in a rapidly changing landscape. 

We at NMPi by Incubeta strongly believe in the value of performance models and have continued to push the boundaries of what is possible. True performance marketing, in particular, has never been more relevant, being such a risk-averse model. Our all-virtual seminar covered the advancements that we’ve made in this model – including CSS, Creative and Amazon – and how they can support you as you power up your Q4 strategies. 

Feed Management

Online commerce has become a real lifeline for retailers and this is only set to increase over time. If you’re a retailer especially, your performance is directly influenced by the quality of your feed. According to ChannelAdvisor, 42% of consumers will be shopping more digitally in the future: more shoppers means more brands wanting to meet demand, which means that your online marketing needs to be airtight. 

Feeds and Feed Management have been a core part of our approach to all kinds of advertising, and our internal experts have covered the topic in-depth in pieces like “Taking Feed Management to the Next Level”. In short, however, the most important areas to focus on are ensuring consistency, improving the quality, and applying regular governance. If you’re looking to take your feeds to the next level, you can even begin to incorporate third party data such as weather, social triggers and even sports schedules. 

Find out more about our feed management offering in Shalaka’s slides.


Consumers are increasingly turning to Amazon for their online shopping needs and it’s easy to see why. The channel offers an ease of service, shipping, consistency and an overall great experience for the user. Compared to Google, the intent to buy is much much higher here; even if the user is only doing product research. Considering its relationship with the consumer, it’s no wonder that we see it as the Missing Piece of the Consumer Journey.

For retailers, the advertising offering has strong performance and ROI, a huge audience to take advantage of, and an active user base. As we ramp up to Q4 and the Christmas shopping period, then, it’s time to start putting your strategy into place. Our data highlights that 30% of users on Amazon plan to make their Christmas gift purchases in November, while 50% of consumers of still undecided about presents after Black Friday, so the majority of sales are made in early December. To make the most of this channel, we recommend that you start showcasing your brand before Black Friday, and keep the momentum going all the way until the end of the year. 

You can read through Pete’s slides on our Slideshare.


Unlike most performance channels, optimising to clicks isn’t an effective strategy for display. Expecting someone to see a display banner and click straight through to store to make a purchase when they’re in the middle of reading the news is like expecting someone to make a direct action after seeing an OOH ad. However, this doesn’t mean that display doesn’t contribute to performance.

To make display a truly successful performance channel, we have to shift our focus to being creative first. It’s the message that drives action, not the media selection. This lets you turn you optimisation approach away from clicks and towards engagement, and helps to unlock the power of smart media buying. Finally, it gives you the opportunity to really demonstrate your broader value to your business and marketing strategies. How do you get your strategy right? It’s actually pretty simple: just remember that if you want something from a customer, you have to offer them something in return. 

Anna goes into more detail about creative and display as a performance channel in her slides which can be found here.


The value of paid social is hopefully fairly apparent, and it’s something we’ve discussed at length before (for example, in 5 Essential Steps for Maximising Facebook and Instagram Advertising). With 3.96 billion active monthly users, both your new and existing customers can be found on social, and lockdown has formed new, permanent habits with the way we use these channels. 

Paid Social is often not considered to be a true performance channel, instead, there is a misconception that it is a branding-led channel. Since the wider social media user isn’t as in market as your average Amazon user, there is a belief that you can’t run performance-driven campaigns. While some platforms like TikTok are very much branding focused, Facebook and Instagram, in particular, are great performance channels to make the most of as you head into Q4.

To find out more about how you can use Paid Social in Q4, check out Jack’s slides on our Slideshare. 

Supporting your Strategies

We have a wide range of audits and workshops available to support your Q4 strategies and performance campaigns over the coming months. If you’d like to find out more, please get in touch with our team at [email protected].

Webinar Wrap-Up: The Customer Loop

Read Time: 4 mins

While we currently face an uncertain and challenging economic landscape, it’s important to remember that the situation is finite and we will come out of the other side. To help you prepare for the future, our experts are delivering a range of training initiatives in order to help you plan ahead. The first webinar of our virtual learning series – The Customer Loop – came from Incubeta’s Director of Strategy, Damien Bennett and looks a different way of understanding the customer journey.

Spending on digital channels has increased exponentially over the last five years and is expected to continue. Digital advertising spend in the UK between 2014 and 2019 increased by 108% to $19.2bn. 46% of that spend was on search marketing. Historically, these kinds of channels have been closely associated with performance marketing – activity that is specifically geared at driving sales. More traditional channels, such as TV and OOH, are instead typically used to raise awareness.

In addition to the growth in digital spending, consumer behaviour has changed rapidly, with shifts towards video, mobile, audio and voice content; but despite new avenues being opened up to us, many aspects of digital marketing, such as the measurement of performance, haven’t caught up.

The New Digital Playbook

The game has changed, and so must our approach. We must create a new digital playbook to allow us to navigate this space. We see this playbook being broken into three sections:

  1. Move the boundaries
  2. Refocus on creative
  3. Measure beyond sales

1. Move the Boundaries

The first part of this playbook is to change the way we think about digital advertising, shifting away from its perception as just a performance driver. To do this, we can start applying a new way of visualising the consumer journey: the Customer Loop.

While many of us are used to the customer funnel, there are certain limits to its portrayal of the customer journey. We now understand that the path to purchase is often not linear, and this doesn’t account for impulse purchases. On top of this, it’s clear that there is value in advertising to both in- and out-of-market audiences. Very few people will be in-market for a new car, but it’s incredibly important to raise awareness with audience who are out of market so that when they’re ready to consider their purchasing options, you’re front of mind.

The customer journey is instead an infinite loop of exploration and consideration until the moment of decision. Users swing from passive to interested to active, and this visualisation demonstrates that it’s just as important to target passive audiences as it is your interested and active ones.

There is also a need to go beyond online in our measurement strategies. Many marketing strategies have an omnichannel approach, and so reporting also has to consider how digital activity has impacted not only online sales, but overall performance.

And finally, in our constantly-evolving world of digital advertising, we must continue to test, to adapt, and to adopt. Voice search is still expected to be a big disruptor in the space, meaning that advertisers will need to remain on top of those trends to be able to adapt as necessary.

Refocus on Creative

When developing creatives for display and paid social, many marketers will repurpose assets from their TV or OOH campaigns. This is a practice that really needs to change, as users interact with digital ads differently to traditional channel. So, using a traditional creative for a digital ad placement with a digital audience is unlikely to be successful.

There are more tools at our disposal with digital creatives, with a whole range of placements aside from the big 5 able to help us bring our creatives to life. We have more opportunities to layer in personalisation and make the ads interactive, so building from a digital-first mindset requires us to utilise every tool at our disposal.

Speaking of personalisation, while it’s a very useful tactic for advertisers, there are times when it will be more valuable to be consistent and use the overarching brand design. Striking a balance here will be crucial when it comes to developing an effective creative strategy.

Measure Beyond Sales

As marketers move their traditional advertising budgets towards digital, it’s important that we don’t discard traditional marketing measurement models. Reach, Brand recall and Share of Voice still have a lot of value and are still really relevant for our purposes.

A mistake that we tend to see is that brands embark on a digital strategy without an idea of their overall objective. This often means that the KPI for the campaign incorrectly becomes sales. Setting and being aware of your objective from the outset will help you to develop a KPI which is relevant to your overall goals.

Ultimately, the big goal here should be to tell compelling stories, and not just to our audiences. We should be able to accurately and effectively portray to other stakeholders what the purpose of our campaign was, how we achieved that, and why is was (or wasn’t) successful.

The Customer Loop was the first webinar in our Virtual Learning Series. Over the next 10 weeks, we will be hosting weekly webinars and a series of virtual classroom courses.

If you enjoyed this post, check out the full line up here: Incubeta Ignite: Virtual Learning Series

This was originally posted on Incubeta’s blog.

M&S, Klarna, and Google take Centre Stage at latest Incubeta Ignite

Last week, Incubeta kicked off their events programme for the year with an in-depth look at the retail sector. The Retail Shakedown brought together a range of experts from across the industry, covering everything from influencers to sustainability. 

Access to the full presentations and session recordings can be found on the Incubeta’s website. Below is a short description of the presentations from M&S, Klarna, HSBC, The Planet Market, Google and of course our parent company, Incubeta.  

One to One with HSBC:

We kicked off our retail shakedown with a dive into the trends and insights from across Q4 in 2019. Finance Director Sally Laycock was joined by HSBC’s David Maddison for an in-depth fireside chat. If you want to catch up on the key opportunities for 2020, this is a great starting point. (See Full Write-Up)

New Loyalty with Klarna:

Loyalty. It’s not what it used to be, or at least; that’s the premise of Klarna’s Richard Blakeborough’s presentation. Experience, it seems, has also changed. With a look into Gen Z’s attitudes to loyalty, there’s a lot of practical guidance that you can take away from Richard’s session. (See Full Write-Up)

Influencer Marketing with M&S:

Influencers are a hot topic for retailers these days, but 84% of marketers feel that proving their ROI is a challenge. Hannah Tyrrell uses her experience with M&S to show how you can think differently about influencer value to extract and maximise ROI. If you’ve got your eyes set on influencers, you won’t want to miss this. (See Full Write-Up)

Why Successful Retailers Don’t Think Digital with Incubeta:

Despite the press’s constant scaremongering, Amy Jackson’s presentation reminds us that it’s really not as bad for the high street as we might think. Retailers are sitting on a huge, untapped resource that they can take advantage of. Find out how to make the most of it in this write-up. (See Full Write-Up)

Measurement Strategy with Google:  

The importance of an effective measurement strategy cannot be understated. In his in-depth presentation, Google’s Alex Maksimov provides an overview of the lay of the land as well as tips for choosing your measurement strategy. Make sense of measurement with the help from Google in this presentation. (See Full Write-Up)

From Talk to Action with The Planet Mark:

Sustainability is one of the most important topics for both retailers and consumers, but getting your messaging right isn’t always easy. Dave Carlos of The Planet Mark offers fantastic guidance on driving businesses and consumers alike from talk to action when it comes to our planet. With this playing such a key role in the decade to come, this is essential reading. (See Full Write-Up)

The C-Suite Conversation

Read Time: 3 mins

Yesterday, CEO Luke Judge joined the line-up of high-ranking industry experts at The Drum’s Programmatic Punch to face off on some of the biggest topics in Programmatic right now. Alongside Anna Forbes, UK General Manager of The Trade Desk, Luke answered questions from Justin Pearse, Partner of Bluestripe, on some of the business trends within the programmatic industry and the challenges still to overcome.

Whilst the advertising industry, and programmatic display in particular, has never had the cleanest reputation, and Marc Pritchard’s speech last year called out the lack of transparency within the programmatic space, on this panel the tone was much more optimistic. 

A Murky Past?

It’s no secret that the programmatic display industry is complicated, and there is an overall lack of understanding about what goes on. The panellists, Judge and Forbes, agreed that Pritchard was right to call out those who were engaging in bad practises and to put out a call to action for the rest. However, they also rallied against some of the hyped rhetoric of the claims and sought to demonstrate that things aren’t as murky or even as fraudulent as some might claim. 

Unsurprisingly, trust surfaced early on in the discussions as a central challenge still to overcome. While trust between both the consumer and advertisers, and between advertisers and agencies, has improved over the last year, it’s fair to say that it is still a major issue within the industry. However, Luke highlights that this is exactly the way it should be. Trust should always be the number one priority for advertisers and the industry at large, as it allows change to happen quicker and more fluidly. 

This bleeds into the trend towards in-housing that has made headlines throughout 2019. The case for brands to in-house their digital marketing is not always a clear one, but the panellists argued that it doesn’t have to be a black-or-white decision. There are degrees of in-housing that brands can take advantage of and this is often where the sweet spot lies. Perhaps this involves owning the technology platforms, or the data that your agency are using; the specifics will depend on your brand’s unique needs. 

Crucial to this is a great agency partnership; one where the relationship has become integral. The best work can be done when agencies are able to work closely with their clients and become a part of the team, rather than something external. 

With the basics covered, advertisers can begin to handle some of the other challenges that might be on their radar. The main discussion point here? The quality of creatives and the overall user experience. GDPR has required explicit consent to cookies, but more often than not, those pop-ups are more annoying than the ads themselves, thus having a hugely negative impact on the overall user experience. 


There’s a lot to be excited about that Luke and Anna were looking forward to as we move into 2020. 

New formats for video through Connected TV will allow smaller businesses to lean in to video advertising, further opening up the video advertising space even on non-TV devices. On top of this, new opportunities are beginning to crop up as publishers begin to develop their own supply-side platforms, allowing advertisers to make specific creatives that are designed to talk to the unique placements; for example The Washington Post’s Zeus Prime. While this will require additional expertise in a space that is becoming increasingly specialised, it does unlock more personalisation options so as to continue to make ads as relevant as possible. 

For the C-Suite, there’s a lot to take away from this panel, but perhaps the biggest takeaway is the overwhelming sense of optimism that 2020 offers. From new platforms to new ways of working with clients, there’s a lot to take advantage of here for those who are ready to jump in.


Amazon: The Missing Piece of the User Journey

At PI Live this year, Peter won the public vote to speak at the conference – and with Amazon such a hot topic this year it’s no wonder why. As we move into a key retailing period, his presentation provides the perfect overview of this newly evolving channel. 

The Rise of Amazon

A Feedvisor study from March this year highlights that two-thirds of US shoppers typically start their search for new products on Amazon; showing just how far the ecommerce giant has permeated into consumer habits. For contrast, only one-fifth of respondents used a search engine like Google, and only 3% looked on another marketplace. It comes top for vendors too, with nearly half of Amazon’s US vendors and sellers selling exclusively on Amazon; accounting for between 80-100% of their total business ecommerce revenue.

Unsurprisingly, we’re also seeing digital spend on Amazon Ads climbing. In 2018, Amazon saw YoY growth of 123% while this year’s forecasts suggest YoY growth of 53%. Driving this growth is the size of the audience available on the channel, all primed and ready to purchase. With over 200 million users a month in the US alone, retailers are able to chase some strong performance and ROI. 

Understanding User Behaviour 

Amazon offers an easy, efficient and familiar user experience, with a built-in feedback loop that keeps users coming back for more. This has ingrained the channel into the mindset of consumers, making it the primary destination for product searches. However, it’s important to understand its place within the user journey, especially with relation to the other ecommerce giant – Google. 

When it comes to Brand – related searches and Generic searches, Google comes out on top; with most users preferring to do their research here. Amazon instead dominates on specific product terms – as this is when they are at a much higher propensity to buy. Conversion rate is also much higher on Amazon, again reflecting the purchasing mindset, even if CTR tends to be much higher on Google. 

Creating a Less Siloed Channel

Amazon itself is notoriously siloed as a channel, but there are a number of things you can do to effectively enhance your performance. 

Amazon is very similar to other paid search channels, which means that you can share data across channels to optimise your performance. For example, you can analyse search queries and patterns across platforms to discover new keywords for your campaigns. 

With access to heaps of data from Google, you can use this to better inform bidding decisions on Amazon. This would allow you to utilise cost and conversion data from different channels to improve ROI on a multi-channel level. 

Finally, and perhaps most crucially, you’ll need to find an effective way of measuring your performance in a holistic way. One option here is to use Amazon Attribution to measure how user behaviour differs from your website compared to Amazon. This allows you to see patterns such as where users prefer to convert and how they behave between the two purchasing options. 

Amazon provides a huge opportunity for retailers, especially as we move into Q4. This is the perfect time to get to grips with this highly lucrative channel. To find out more about making the most out of Amazon, join Pete on 13th November for his upcoming webinar, covering more practical tips for your campaigns. 

Incubeta Ignite: Data: The Road Ahead

Read Time: 3 mins

The consequences of the industry’s misuse of data have finally caught up with us. Restrictions and technical limitations, enforced on us by legislation, web browsers and technology platforms, have curtailed many of our practices. With the turn of the decade upon us, Kate Jervis takes us through the road ahead for data.

Restrictions and Regulations

One of the biggest challenges we now face is that the “perfect” single customer view doesn’t exist. Of course, it never really has existed, however it’s something the industry has long been aiming for. Now, due to the impact of GDPR, it’s no longer a sustainable objective to work towards. What we’re able to track has fundamentally changed. 

GDPR wasn’t the first legislative restriction placed upon tracking; in 2011 the EU Directive stated that consent was now required to drop non-essential cookies. However, this wasn’t too limiting with the ICO providing guidelines which suggested implied consent (pre-ticked boxes for accepting cookies) was reasonable, and so we were still able to work towards tracking a complete view of the customer.

This all changed with GDPR legislation coming into play towards the turn of the century, and best practice guidelines from the ICO highlighted an important industry development; analytics cookies are considered non-essential and therefore need explicit user consent before they can be dropped and recorded.

Whilst they provide businesses with useful information that can help site optimisation for user experience, analytics cookies aren’t part of the functionality a user is requesting when they use an online service. If a website didn’t have any analytics on-site, a user would still be able to access the site itself, hence the classification as non-essential. Recent stats before GDPR came into effect show that between 8-20% of analytics tracking is being blocked, and so with all these legislation changes, it’s certainly likely that this number will grow.

Remaining Optimistic

Despite this, there is still a lot to be optimistic about and there are a few different solutions being discussed. Perhaps the most promising technical solution involves cross-industry unification, a blue-sky possibility conceptualised by the IAB; they talk of a world where information would travel with the consumer throughout the digital supply chain, giving any advertiser or website who is compliant with privacy regulations access to the consumer’s information. It may be a long way down the line, but it’s important to remember that the challenge of cookie-less tracking is not a singular business challenge – it’s an industry-wide issue, and therefore the true resolution lies in all our hands as a collective.

But in the short-term, what else is an option? There’s fingerprinting, or even a move from user-centric analytics to sessional data. Or if we were to stop thinking about the technical options for a second, we might realise that we could have a positive mindset, and work with what we’ve already got! We’ve become so obsessed with everything being measurable that our ability to take action has been seriously hindered. We will never be able to have the perfect customer view that we’ve pictured for years, so it’s time to let it go. Looking back from ten years ago to now, we have better technology, better insights and better skill-sets than we’ve ever had before, and so it’s time to start from where we are, instead of living in the past.