NestScale Updates 
As the holiday season approaches, eCommerce businesses are gearing up for one of the most critical times of the year. To help brands make the most of this period, we recently hosted a LinkedIn Live session featuring insights from industry experts. The session, titled “Boost Holiday Sales: AI Ads and Cross-Channel Marketing Attribution Synergy,” focused on leveraging AI technology and cross-channel marketing attribution to drive better performance during the holidays.
In this blog, we’ll recap the key takeaways from the live event. Whether you missed the session or want to revisit the highlights, here’s everything you need to know to supercharge your holiday marketing strategies!
Overview of the LinkedIn live session
We were excited to feature two experts in marketing optimization during our session:
- Derrick, CEO of NestScale, shared his insights on the importance of cross-channel marketing attribution and how data-driven decisions can optimize holiday strategies.
- Ahmed Tayib, from Enhencer, discussed the power of AI in boosting advertising performance and simplifying campaign management during the busy holiday season.
- Grace, NestScale’s Business Development Manager, moderated the conversation, ensuring we covered key actionable insights for our audience.
Key takeaways from the live session
Optimize and boost your advertising strategy with AI power
Ahmed emphasized that the holiday season is a unique challenge for eCommerce businesses. With a surge in consumer activity and fierce competition, brands need to be more agile and efficient than ever. This is where AI comes in. AI’s ability to automate tasks, optimize in real-time, and make data-driven decisions can free up resources and allow brands to scale quickly during the holiday rush.
With AI power, you can:
1. Automating your marketing campaigns
AI can analyze customer shopping behavior, learn audience preferences, and automatically adjust your campaigns based on real-time data. This automation not only saves you time but also ensures that your marketing is always optimized, even when you’re not actively managing it.
2. Better bidding strategies and budget optimization
There are typically two main types of campaigns: Reaching new customers and retargeting existing ones. AI plays a crucial role in both:
- Reaching new customers: When using platforms like Facebook, you often target new customers through Lookalike or interest-based audiences. However, with so many competitors, it’s possible to lose potential customers if your strategy isn’t strong enough. Without proper budget allocation or if your bids aren’t competitive, your ads may not appear at the right time. Therefore, by using AI effectively, you can automatically adjust your bidding strategy, ensuring that your ads reach potential customers at the right moment and improve your chances of converting them.
- Retargeting existing customers: When running a retargeting campaign, you’ll likely target website visitors, product viewers, or those who added items to their cart in order to optimize your efforts. However, there is a high risk of wasted spending if you continue targeting visitors who don’t convert. As Tayib pointed out, only about 3% of website visitors typically make a purchase. Furthermore, small audience sizes, like add-to-cart users, may not provide enough data for your campaigns to optimize effectively. AI can help by analyzing customer behavior and ensuring your bids are allocated to the right audience segments.
This helps you save budget by avoiding wasted spend, allowing you to target the customers most likely to convert without any extra work on your part.
3. Optimize your creative to target the right audience
AI can also improve the performance of your ad creatives by analyzing which designs, headlines, and formats resonate most with your audience. Better, more personalized creatives lead to higher click-through rates, ultimately improving campaign results.
Enhencer, the AI tool Ahmed represents, provides these solutions. With Enhencer, you can automate your campaign management, optimize bidding, and enhance your ad creatives to ensure you capture more customers during the holiday season.
Diversify your marketing effort across channels
In the next session, Derrick emphasized the importance of diversifying your marketing efforts across different channels, rather than relying solely on one platform. He outlined three main reasons why this is essential for holiday campaigns:
- Reduce dependency on a single channel: Depending on one channel can be risky, especially during the holidays when issues like ad approval delays or platform outages can affect your campaigns. By diversifying, you reduce the risk of putting all your eggs in one basket.
- Expand your audience reach: Each platform caters to different types of users. By spreading your marketing across multiple channels, you can reach a wider audience and tap into new customer segments that you might not reach through a single platform.
- Optimize your budget and performance: Diversifying allows you to push your budget into the right channels at the right time, based on performance data. By analyzing how each platform performs, you can allocate more budget to high-performing channels and cut spend on underperforming ones.
While diversifying your marketing efforts is essential, it does come with its own set of challenges. Derrick pointed out some of the key challenges brands face when expanding their marketing across channels:
- Data fragmentation: Managing multiple channels means dealing with fragmented data, making it harder to track performance across all platforms.
- Increased workload: Diversifying requires more work, as each platform has its own unique requirements and metrics. Managing multiple platforms simultaneously can be overwhelming.
- Complex insights: Platforms like GA4 have a steep learning curve, and it’s easy to over-attribute results if you rely too much on advertising platform reports.
To overcome these challenges, Derrick recommended using a solution like NestAds, which centralizes data from all your channels, provides clear insights into the customer journey, and ensures accurate data for better decision-making.
Utilize data to fine-tune your holiday strategy
Finally, Derrick and Ahmed both stressed the importance of using data to refine your holiday marketing strategy. With AI and cross-channel attribution, you can fine-tune your campaigns for optimal results:
- Refining your ad spend: If one channel or ad isn’t delivering the results you need, use customer journey data to make informed decisions. By understanding where your customers are in the buying process, you can adjust your ad spend to focus on high-performing channels or audiences.
- Improving data quality: With AI-powered tools, you can get better insights into customer behavior and leverage this data to improve your remarketing efforts. Personalized solutions based on data help you diversify your marketing and retain customers longer, even beyond the holiday season.
Link to our live session recording
If you missed the live session or want to revisit the discussions, you can watch the recording on our LinkedIn page. Additionally, we’re offering a 30% lifetime discount on the NestAds Pro plan to all participants who registered for our event through the Google form.
For more information on how NestAds can help you optimize your marketing strategies and achieve better results, check out our website or book a personal demo. Let’s take your holiday campaign to the next level!
Wrap up
As the holiday season approaches, eCommerce businesses must be prepared to face the challenges of increased demand, fierce competition, and fast-paced marketing environments. By leveraging the power of AI and diversifying your marketing efforts across multiple channels, you can ensure that your campaigns are not only optimized for the season but also positioned for long-term success.
With tools like Enhencer and NestAds, you can automate campaign management, fine-tune your strategy based on real-time data, and focus on delivering the best possible customer experience. By implementing the insights shared in our LinkedIn Live session, your business will be ready to capture more sales, maximize ROI, and thrive this holiday season.
Marketing Attribution 
