I’m a Canadian-Romanian entrepreneur helping businesses reach new markets and reporting on political and legal issues in the marketing / IT sector.

The data behind incrementality on Amazon

The key to driving incremental sales combines segmented bidding strategies, contextualizing ACoS metrics and proper campaign structure. Every marketer worth their salt is concerned about incrementality. Companies have, and should be, reevaluating their budgets, channels and service providers based on the ability to drive sales from advertising that they wouldn’t have captured otherwise. When it…

Coronavirus: How Travel And Hospitality Brands Should Respond

The travel and hospitality industries are reeling as #coronavirus #COVID-19 spreads around the world. By some estimates, the #coronavirus that is on the brink of reaching #pandemic status could result in tens of billions of dollars in losses for airlines, hotels and other tourism-related businesses. Obviously, travel and hospitality brands have no ability to avoid…