The complete Chango 'Exposed' white paper series is now available at
. Now before you roll your eyes and groan at the thought of having to read 4 whole white papers, I will make you a guarantee. If you find them dull or worthy of a cure for insomnia, I will come and personally buy you a beer to make up for it :)
Being sane, I too hate reading dull documents and so with these I tried to make them short and valuable, and included ideas such as 'cheat notes' that give you everything you need in a single page. Read one page, sound smart.
The 4 white papers are:
Retargeting Exposed: Not Another Whitepaper About Retargeting!
Whilst retargeting is a common term, very few marketers really understand what it actually is. This paper describes the background and basics to retargeting, as well as introduce the idea of Search Retargeting as a tool for prospecting.
View-Through Attribution Exposed: What 'last touch' isn't telling you
Very few marketing topics get me fired up as much as this one, and so when another prospect said they wanted to discuss it, I locked myself away for a night with a pot of Blue Bottle (try it if you haven't!) and wrote this document to help address the issue. You can also read summaries on
Search Retargeting Barometer: Why marketers are paying attention
So Search Retargeting is now a mainstream tactic for the smart marketer. But who is using, for what purpose and with what budget? In association with
, Chango has published the first barometer on the subject, built from the responses of real marketers.
Retargeting for Retailers Exposed: Driving More Dollars
Retailers are the biggest investors in retargeting, but are missing big opportunities. Learn why, and hear from real marketers including Tory Lerner @ Booyah Advertising, Candice Hahn @ iCrossing, Jeremy Jacobs @ Waitrose (UK), Jeff Campbell @ Resolution Media and Scott Grossman @ BrightTag.