eCommerce 101 – Part 2: Developing your Strategy
In this series I want to give the benefit of my experiences as both a traditional and online retailer and more recently (well 10 years!) as an ICT Specialist who has worked with numerous “bricks and...
View ArticleeCommerce 101 – Part 3: Specifying your Requirements
OK, we’ve done our research, we know what we’re going to sell, we know who else is in the market, we’ve established that there is a market and that there’s a fighting chance that we can make money from...
View ArticleHow You Can Use Online Video To Promote Your eBook
Marketing your eBook with Online Video Welcome to the Online Video Masterclass. Today we’ll be looking at how you can use online video to promote your eBook. So let’s get started. 1) Create...
View ArticleActions speak louder than “Time Spent”
5 Reasons Time Spent is a Terrible Omni-channel Marketing Metric When I was learning Photoshop in the early 90’s, my instructor told the class about her process for reviewing homework assignments. It...
View ArticleWeb Analytics Managers turning into Creative Directors
Web Analytics is a data-driven and figure-oriented discipline, yes. Web Analytics is a job profile requiring statistical exactness and data combination aspects, agreed. But what a Web Analytics Manager...
View ArticleeCommerce 101 – Part 4: Scoping your Requirements
OK, so we now know what we’re going to sell and to whom. We also know what price points we are going to go with and how much money we’re going to make per item. We know how we’re going to take payment,...
View ArticleThe Race to Convert
Any marketer worth their salt knows that a campaign’s real value is always going to be determined by its ROI, no matter how pretty the pictures or clever the copy. Ultimately, it’s about generating...
View ArticleImproving Product Performance with Adobe or Google Analytics
For a Category Manager of an online shop with hundreds or thousands of products, it can get difficult to find those products that are performing poorly AND are worth optimizing. You cannot simply work...
View ArticleAdvanced Refund Analysis with Google and Adobe Analytics
If your online shop analytics stops with the order, it is stopping short. Some product groups like Fashion tend to have high return rates, so looking at refunds can give you a different view of your...
View ArticleAverages Lie to You, It’s Time to Get Granular!
Averages lie to you. One of our publishing clients looked at the average sell-through rate of their online advertising inventory and noted it was 70 percent. “We can launch a metered paywall, and as...
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