Snapchat has been moving fast from their brand-awareness model to a more direct-response model where advertisers care about ROI [return on investment] more than eyeballs, which is where we are. Which Snapchat ad formats have been the most effective for ROI? We do Top Snap ad campaigns and Snapchat Story Ads, which are the more common formats.

Did you know that nearly half of US executive-level marketers, recently surveyed by Forrester Consulting, verified they have greater spend control and better ROI in affiliate marketing—a pay-for-performance model—over other paid channels?

A recent survey from the CMO Club drove home the importance of media-specific ROIs for platforms like Google and Facebook among US CMOs today. But recently, we're seeing the winds blow in the direction of Amazon, now a strong No. 3 player that will generate $11.3 billion in digital ad revenues this year—good for 8.8% of the market. The biggest reason? Measurability.

Data is the currency marketers need to acquire optimal performance, efficiency and ROI—so why do so many retailers find themselves rich in data and poor in execution? The truth is, collecting data for the sake of having data is not only counterproductive, but directly affects performance.