Target your Customers, Not Clicks: A Roadmap to Higher Return on Ad Spend

Nearly a century after his death, legendary retailer John Wannamaker’s famous phrase, “Half the money I spend on advertising is wasted — the trouble is, I don't know which half,” still resonates for today’s brands, marketing teams, and agencies. 

In order to see inside the “black box” of advertising spend, it’s time to flip the marketing funnel upside down. In the past, only online brands could capture actual customer sales data. With the emergence of new data analytics solutions, restaurant brands can now identify audiences at the sales conversion level for remarketing efforts. What’s more, they can even find look-a-like segments, which means they can stop depending on clicks, likes, views, and impressions to define their target audiences. 

Even with the application of machine learning to digital advertising, ad spend is still based on engagement and not on customer sales data.

Even with the application of machine learning to digital advertising, ad spend is…