As the UK’s only retail-focused digital marketing and eCommerce specialists, we understand the role played by performance display in your customers’ journey – and in generating sales.
Summit helps you track the response to your display advertising – and attribute value – by ensuring your campaigns are:
- Synchronised with PPC
To maximise your incremental sales, we make sure that your PPC campaign(s) and performance display ads work in harmony.
- Thoroughly tested
We use multi-variate testing and customer tracking to measure the propensity of your shoppers to convert, based on different creative treatments.
We take your stock availability, price changes and margins into account to ensure that your performance display campaign reflects the day-to-day fluctuations of your business.
Performance display for retail – Summit expertise
Although performance display is a relatively new channel, we already qualify for veteran status having run numerous campaigns since 2010. We base our expertise in this field upon the following factors:
- Supplier experience
We have well-established relationships with the main performance display providers (e.g. Criteo, Struq) and were the first company in Europe to work with Google’s Teracent.
- Product feed optimisation
Our effective feed management solution lets you create special promotional inputs with updated creative treatments (e.g. to increase throughput of surplus stock) and to synchronise these feeds in real-time for the highest possible conversion levels.
- Channel overview
To help you get the best value from your budget, we use a number of suppliers across a broad range of services.
Performance display for retail – Summit technologies
To help you gain competitive advantage, we use Stingray – our proprietary tracking, reporting and marketing software suite. The performance display functionality of Stingray includes:
- Measurement and data validators
To get an accurate picture of channel activity, we compare our own data about click-throughs, impressions and conversions with the information supplied by the key performance display providers.
- View-through tracking platform
To attribute value to your performance display we use Stingray to measure the total view-through rate.
You can use Stingray’s built-in feed management tool to generate publishable feeds automatically, eliminating the need for your intervention.
Performance display for retail – Summit insight
Our statistical insight team can deliver detailed analysis of your customers’ behaviour and guide your decision-making about effective performance display campaigns. We provide:
We can help you understand the role of performance display in your customers’ journey, to determine whether it is an indicator, contributor or convertor.
- Cross-channel influence
We measure the effects of your performance display on PPC and affiliates, to establish how it can augment direct channels and bring new people to your site(s).