10 Stats to Consider When Crafting Your Digital Strategy: Email Marketing Strategy
Email is powerful marketing tool. Email marketing allows you to keep your audience in the know about new products, announcements, and other important information. It also presents an opportunity to target and connect with leads, turning them into loyal customers....
Attributing ROI To Non-Clickable Media (CTV, DOOH, Audio)
Attributing Return on Investment (ROI) to Connected TV (CTV), Digital Out of Home (DOOH), and Streaming Audio ads can be challenging but essential for assessing the effectiveness of your advertising campaigns in these channels. To attribute ROI to these ad formats,...
What Are Cohorts And Why You Should Pay Attention
In digital marketing, cohorts refer to groups of users or customers who share common characteristics, behaviors, or attributes. Cohorts are used to segment a broader audience into smaller, more homogenous groups. These groups are typically defined based on specific...
Year End Digital Ad Audit Guidelines
Before making any changes or setting new goals, take the time to review and analyze your digital marketing campaign's performance over the last year. This analysis should comprehensively examine key performance indicators (KPIs), such as website traffic, conversion...
Integrating Programmatic into Search & Social
Integrating programmatic advertising into your paid search and paid social strategy can help you create a more holistic and effective digital advertising approach. Here are steps to integrate programmatic into your paid search and paid social campaigns: Set...
Why you should hire a programmatic consultant
Hiring a programmatic consultant can offer several advantages for businesses and advertisers looking to navigate the complex world of programmatic advertising. Here are some compelling reasons why you should consider hiring a programmatic consultant: 1....
Cookieless Targeting Options
Targeting digital ads without using cookies has become increasingly important due to privacy concerns and changes in regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), which have limited the use of...
Programmatic Supply Path Optimization: Why It Matters
Programmatic Supply Path Optimization (SPO) is a strategy used in digital advertising, particularly in programmatic advertising, to improve the efficiency and transparency of the supply chain. It involves optimizing the path through which digital ads are bought and...
Mastering Demand Side Platform or DSP Buying: Best Practices for Success
In the world of digital advertising, Demand Side Platforms (DSPs) have emerged as indispensable tools for advertisers looking to reach their target audience effectively and efficiently. These platforms offer a wealth of opportunities, but to make the most of them,...
The Benefits and Downsides of Switching from UA to GA4
GA4 (Google Analytics 4) has been released for some time now and if you use Universal Analytics, you’ve seen the pop-up prompting you to switch over. At Population Science, we’ve switched all of our clients over to GA4 to start collecting data as soon as we could, but...