Yann A. Skaalen

Founder and CEO Yann Skaalen has been involved in digital marketing since 1997. His latest venture was MyBank, a challenger bank which he co-founded Digger has been a pet project for Yann since 1998, with only a limited number of customers until recently when realizing the immense potential for the technology given the increasing difficulties for tracking
Cookieless Future

Cookieless future

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Home » Archives for Yann A. Skaalen

Tracking sounds a little bit scary. Almost a bit like “stalking”. And in many ways, this is how tracking has worked until relatively recently. Dozens …

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offline conversion tracking

Offline conversion tracking – key challenges

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Home » Archives for Yann A. Skaalen

Is there a mismatch between the conversions you are tracking and the actual revenue you are targeting?  Measuring CAC when you don’t really have a customer yet?  For many businesses, their digital marketing conversions are only leads or potential clients with wide variations in actual revenue. Let us look at a few examples.  If you are an optician, your conversions from digital marketing are largely bookings, typically a eyesight test.  However, the revenue from the test can range from nothing (no-show) to repeat orders of expensive prescription glasses and more.  Similarly, if you are a financial services provider, your conversion from digital marketing is typically an application form for a loan. The actual revenues and results however depend on later events such as approval, interest rates and performance of the customer.  A SaaS business or anyone …

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