New Engen

?? New Engen is a finalist for Best Affiliate & Partner Marketing Agency at the 2025 U.S. Partnership Awards! Affiliate and partner marketing is evolving, and so is the way brands think about growth. The most successful strategies aren’t built in silos—they’re built on collaboration, innovation, and a full-funnel approach that ensures every partnership drives real impact. At New Engen, we focus on: ? Understanding incremental impact—going beyond last-click to see the full picture ? Fostering collaborative growth—helping brands unlock true partnership potential ? Leveraging advanced analytics—combining MMM, incrementality analysis & multiple data sources This nomination reflects our commitment to helping brands unlock the full potential of their partnerships—through smart strategy, seamless execution, and measurable results. We’re proud to be recognized alongside an incredible group of finalists! Congratulations to the other finalists in our category: Acceleration Partners Paul Street Tombras We’re counting down to the U.S. Partnership Awards ceremony in Florida on April 24 at PI LIVE Show USA—see you there! ?? #PartnerMarketing #AffiliateMarketing #PerformanceMarketing #NewEngen #USPartnershipAwards

How should you think about running a full-funnel program on Meta? Remember, moving away from bottom of funnel efforts is about switching focus from IN-market consumers to OUT-of-market consumers. So your strategy should reflect that shift. Before taking any action, its critical to understand the fundamentals of the platform, and how campaign specific optimization should fit into your strategy. In short - your optimization decisions will have a massive impact on who you reach (in/out of market) & how much that reach costs. Those decisions involve: - Optimization event (i.e. purchase, video view, traffic, reach) - Optimization signal (i.e. pixel/CAPI data for lower funnel events) - In-platform Attribution (i.e. click, view, and window) Simply targeting broad or larger audiences will not achieve the desired shift of reaching out-of-market shoppers. You have to adjust your optimization strategy to break free from Meta's powerful, lower funnel/in-market algorithm. There are two general paths to take here: 1. The Stair-step approach: this involves slowly moving your dollars up the funnel, starting with add to cart and eventually walking your way to reach/video view. This is slower, but minimizes perception risk and is often more "comfortable" for brands, especially brands with lower budgets. 2. The Lunge Approach: this involves immediately moving your dollars toward reach/video views. This is the highest impact approach, but can be jarring to short term KPI's. In either scenario, you need to be capable of and prepared to measure via incrementality. Anything outside of purchase optimization will NOT look good via in-platform reporting (pixel) and traditional last touch models (GA). Haus just recently released a case study showing how optimizing to add to cart drove incremental ROI essentially on par with purchase optimization. But, as noted above, I'm sure the add to cart optimization looked terrible according to the pixel. As you get started on or advance your full funnel efforts this year, make sure your are considering and testing your optimization strategy. In a future post, we'll get into more testing and implementation specifics. New Engen #FullFunnel #Incrementality

??Rolling out the welcome mat for our VP of Growth, Conor Skea! ?? ICYMI—Conor is leading integrated enterprise sales at New Engen, helping brands unlock new opportunities across creator partnerships, retail media, and performance-driven marketing. With nearly a decade of experience, he’s worked with Fortune 100 brands and fast-growing businesses across CPG, retail, financial services, and B2B. "Conor’s expertise and leadership make him a strong addition to our team," said Heather Nichols, Chief Revenue Officer. "His results-driven approach will be invaluable as we continue expanding our capabilities and driving impact for brands." Drop a ?? to welcome Conor, and check the comments to read more! #Leadership #EnterpriseSales #GrowthMarketing #NewEngen #WelcomeToTheTeam

The 2025 CMO remit looks something like this: - Hit short term ROAS targets & grow business 15% - Transition from 95/5 to 60/40 performance/brand mix - Adopt and scale MMM/incrementality solution - Scale content production 5x - Integrate AI across customer journey - Do all of the above with 20% less budget vs. 2024 Easy, right? The rate of change and increasing complexity within our space can have a dizzying effect. Most leaders know what they need to do, but figuring out how to do it and how to prioritize the work leads to overwhelm, inaction and ultimately stasis. That’s exactly why I’m thrilled to announce the launch of our Strategic Consulting Team at New Engen. We've assembled an elite team of media and business strategists to help brands evolve and grow in any conditions. We've already partnered with brands on key projects for: ????????-???????????? ????????????????????????????: Aligning brand and performance efforts for measurable impact. ?????? ????????????????????: Crafting launch plans that fuel brand awareness, demand generation, and sustained growth. ????-?????????? ????????????????????????: Working directly with brand teams to amplify strategic efforts, AI-adoption and drive experimentation strategy. ????????-?????????????? ?????????? & ?????????? ????????????????: Unlocking growth through channel integration, planning and advanced analytics. Huge shoutout to my partners in this endeavor, Lucy McQueen and Robert Korbel. These two have an incredible breadth of skills and experience, making them some of the best strategists in the industry. If you’re aiming for a transformative 2025, let’s connect and see how we might be able to help. #marketing #consulting #strategy #digitaltransformation

“Google is no friend of affiliate marketing,” Brook Schaaf, FMTC "If you think GA4 is ‘bad for affiliate’ you may not be looking close enough,” Tom Rathbone, PartnerCentric, Inc. “You can’t rely on GA4 to get it right,” Lacie Thompson, New Engen At PI LIVE Show next month, we will debate the true value of GA4 for affiliate marketers, explore alternatives, and more widely discuss affiliate marketing's troubled relationship with the Google complex. You can read a taster for the session below. Secure your passes to PI LIVE USA here: https://lnkd.in/eYT_47qU

Very excited to join these gents for a healthy discussion about GA4… …but also to discuss how is best to measure the impact of partnerships!

?? Vegas is calling! Who’s heading to Shoptalk Spring at Mandalay Bay this month? Andrew Richardson, our SVP of Analytics, and Henry Prevette, our VP of Business Development, will be there, ready for three days of insightful sessions, great conversations, and catching up with industry leaders. If you’ll be at ShopTalk, let us know! Drop a comment below or reach out to Henry or Andrew directly. ?? #ShopTalkSpring #ShopTalk2025 #RetailInnovation #EcommerceStrategy #DigitalMarketing

Which is better: PMAX or standard shopping? Yes... If you have not run a PMAX vs. shopping experiment yet, it should be on your roadmap for Q2. There is a 50% chance you are leaving incremental revenue on the table. I previously posted about a number of tests we ran @ New Engen indicating that standard shopping outperformed PMAX. As a result, our portfolio share of PMAX (looking at total PLA spend) fell from its peak of 70-80% in 2023 to as low as 30-40% in Q4 2024. We have continued to aggressively experiment across our portfolio, and unsurprisingly, the results are incredibly mixed. The below table highlights a test we recently ran for a large retailer with distinct departments. In one case, PMAX beat standard shopping by 76%. In another case, standard shopping won by 13%. Shopping won in 50% of our tests and PMAX won the other 50%. Noisy! But the general trend I previously cited still holds. 18-24 months ago, 9 out of 10 tests we ran would go in favor of PMAX, largely driven by a stark CPC advantage. Now, only 4-5 of those tests will favor PMAX. The CPC advantage has largely disappeared, and Google is now treating Pmax and shopping as equals in the auction. Is this the beginning of the end for PMAX? No, probably not. We have a LOT more testing to do to understand how responsive each campaign type is to different inputs (Bidding signal, campaign structure, AOV/ASP, negative strategy, competition, etc) in this new era of auction parity. For a product like PMAX, these constraints and inputs have a massive impact on performance. In general, these "black-box", AI/ML products like PMAX are very misunderstood. Some will say these products have completely removed the need for media buying savvy. Others will say (as Eric Seufert has critiqued) that they are entirely a scam, burning your money. But as is always the case, the truth is somewhere in the middle. These products are still only as good as their constraints and inputs. True outsized performance can be achieved, but only through the act of thoughtful test design and execution. The great media teams are in continuous pursuit of these ideal conditions! #PMAX #DigitalMarketing #Measurement

?? Looking for your next move? If you're passionate about driving results and making a genuine impact in digital marketing, we want to hear from you! ?? Current Opportunities: ?? Director, Media Services – Remote ?? Director, Media Services – New York City Metro, NY ?? Senior Manager, Analytics – Remote ?? Senior Marketing Analyst – Remote ?? Marketing Analyst – Remote ?? Associate Director, Programmatic – Remote ?? Associate, Affiliate – Remote ?? Are you a good fit? The answer is “yes” if you have: ? A passion for excellence ? An innovation-driven mindset ? A collaborative spirit ? A love for data and strategy Why join New Engen? ? We Live Our Values: ? Be the Good: Integrity, respect, and care—inside and out. ? Expertise: Excellence and innovation that shape our industry. ? Growth Mindset: Embrace challenges, take risks, and grow. ? Empathetic Directness: Honest, empathetic feedback, always. ? All In: Team-first mentality with a shared purpose. Apply now at https://hubs.la/Q03bDRFf0 or check out our open roles under the Jobs tab! Know someone who’d be a great fit? Tag them in the comments or send this their way! #Hiring #MarketingCareers #DigitalMarketing #NowHiring #OpenRoles

With recession fears on the horizon, how will brands adapt? Heavy discounting is an easy answer. But what is the opportunity cost of running a sale/promotion? Promotions cost money. We (marketers) just don't think of them that way because the cost only shows up when we generate revenue (??). When we reframe promotions as a cost, the strategic formula changes. What else could you do with that money? - You could run more ads - You could experiment with a new channel or new creative - You could source and pay new influencers - You could save it and boost your bottom line Promotions are highly effective at driving short term sales lift. But we must be critical of the "hidden" costs. In the scenarios below, a 25% offer drives a 40% lift in customers but a 50% increase in CAC. The short term incremental ROI on this offer is just 1.14. Do you think any of the alternative investment areas noted above could yield a better ROI? Do you think the long term benefits of the alternative investment areas might be better than a price promotion? If so, build a case highlighting that business ROI for your CFO. Of course this isn't to say all promotions are bad. You may need to move inventory, you may have confidence in your repeat rates or you might need to fight a short term competitive price battle. But beware the hidden cost trap and short term sales boost dopamine hit. #DigitalMarketing #DTC New Engen