Jan 5, 2018
Nangians is a young Boston company that’s redefining how
businesses measure online success. They help retail brands improve
retargeting strategies on social media and other digital channels
to track the impact advertising has on revenue. Right now, 90% of
marketers are doing retargeting wrong, and it’s costing them
billions.
Led by serial Entrepreneur, Rick Calvillo, Nanigans is an
advertising automation leader specializing in improving retargeting
and ad spend allocation, regardless of the channel. After starting
with as simply a Facebook Marketing Partner, Nanigans now works
with major brands like Rue La La to help optimize their ad spend
and bridge the gap between paid and unpaid social.
While retargeting is nothing new, Nangians differentiates itself on
how it measures success. Most marketers look at stats like CPC and
last-touch clickthroughs and claim success for driving new
customers. But, what about those users who would have bought
anyway, even if they weren’t shown an ad? It doesn’t tell the full
story. Instead, Nanigans’ platform is based on incremental revenue
- the additional lift generated by advertising that would otherwise
not have been captured without ad spend. This approach directly
ties ad spend to revenue and has helped Rue La La see 6.5x higher
return.
I invited Rick Calvillo Nanigans to learn more about the company’s journey, how its approach helps solve for many of the headaches marketers face, and how incrementality can help marketers take back control of their ad spend.