A key theme at the recent Econsultancy Digital Cream roundtable on Personalisation was paralysis: being unsure how to prove the business case to justify investment and start the personalisation journey.
This uncertainty is leading to inertia as digital teams invest in what they know works, such as paid search, rather than take the leap of faith and pursue what they believe will work but don’t have a robust model to validate.
However, there are some simple steps that people can take to test the impact of personalisation before worrying about sophisticated options like using predictive modelling to drive on-site merchandising and geo-personalisation of online advertising.
This blog is a walk-through of what I think is a realistic roadmap for personalisation, starting with the absolute basics (hey basics often work really well so don’t think you’ve got to go all weird science straight away!) and gradually progressing to the sexy wizardry of advanced targeting.
It’s widely accepted that minimising page load speed is good practice for ecommerce, to ensure visitors get a fast service and search engines don’t mark the webpages down for usability.
But what does this mean? What are the techniques you need to use to achieve this? And if you’re not technical, how can you make sense of the jargon to make sensible decisions?
In this blog, I look at the most common causes of slow page loads speeds, which will hopefully give ecommerce managers a useful starting place.
When I started out in ecommerce, I didn't get this at all but i've spent time learning over the years to ensure that I know what questions to ask and what to look for.
You don't have to grasp the detail of the technical implications to understand the essentials and that for me is something all ecommerce managers must master.
From the list of 2012 shameless buzzwords, attribution analysis is the one that really interests me and is a hot topic amongst most senior ecommerce professionals I know.
Because there isn’t a right answer for how use attribution analysis. During the attribution modelling sessions I moderated on for Econsultancy’s Digital Cream event, a constant theme was uncertainty about how to start using attribution and how to apply it to the business.
For many there was scepticism about the reliability and validity of the data.
I'm hoping this blog kick starts a discussion......
I had the pleasure (or dubious honour?) of moderating on Econsultancy’s attribution analysis and modelling table at this year’s Digital Cream event at the Emirates stadium in London.
It was an intriguing insight in to what ecommerce teams are doing and what is holding them back. The common theme was a slight unease about how best to use attribution modelling to help the business grow.
There was variety in the type of company represented, from membership organisations to high street retailers, as well as the job roles of the people attending, from ecommerce managers to business analysts.
Here’s a summary of the six key issues that were discussed and the challenges that businesses are facing.
Back in September 2012, myself and fellow Ecommerce Consultant Dan Barker decided that there was a gap in the market for an ecommerce centric industry chat.
Why? You may ask.
Well, we both regularly get asked ecommerce questions via social media channels (Twitter, Google+ & LinkedIn being the most common) and we also tap into the fountain of knowledge that is our followers.
There is a constant flow of, and demand for, knowledge sharing. This blog takes a look at what we have learned launching a Twitter chat and the mistakes we've made along the way.
As someone who believes we all have a responsibility to contribute to society (not just in our home country but also to important global issues), I’m receptive to initiatives that marry consumerism with philanthropy.
When the industry I work in contributes to good causes, it puts a smile on my face.
That’s why I’m interested in how e-commerce facilitates socially responsible actions, such as enabling donations to Charities and not-for-profit organisations, without placing the burden on the individual to part with cash.
The latter is particularly important given the continued economic woes and financial pressures.
Econsultancy's Digital Marketing Template Files are designed to provide practical tools for managing digital marketing, either by giving you reference material to sense check against or files that you can simply plug your own data/information in to.
In short, they help you look smart and save time, and since they were launched, over 38,000 people have downloaded them from the site.
I recently updated the template files for Econsultancy, introducing some new ones to the collection, including a whole new section on content marketing.
As these are some of the most downloaded content assets on Econsultancy, I thought it would be useful to give some insight into how these files can be used to benefit your business (and no this isn’t an egomania drive for self-publicity!).
For this month’s post I thought I’d share a practical example of how you can use testing to validate the impact of your paid search campaigns.
This is aimed at client-side digital marketing teams and agency staff who are learning the paid search ropes and might not fully understand the interaction between SEO and PPC.
The example I’m using is a test plan that seeks to answer the question “Does investment in brand keywords cannibalise or deliver incremental sales?”
This is based on the most common form of paid search, Google Adwords.
I’ve often been asked the question, “What keywords should I target for paid search?”. I don’t think this is the right way to approach paid search investment.
Focusing on keywords first risks making your paid search program untargeted and alienating it from your overall business goals.
I prefer the question: “How can paid search support my business goals?”.
When I first looked at PPC (probably back in 2002), I thought in terms of keywords because I didn’t appreciate where paid search fitted in to the direct channel. Now I think in terms of goals. How can paid search support e-commerce goals and what do we want to achieve?
This blog is my explanation for why you should start your paid search project by defining goals and KPIs, and then let the keywords follow.
Pinterest is the current darling of social media, and for good reason. According to Experian Hitwise, it is the third most popular social network in the US in terms of total visits (21.5m visits in one week in January 2012, 30 fold increase vs. July 2011).
Pinterest is primarily considered part of an overall social media strategy, but whilst doing some SEO planning for a Client the other day I realised how well it could also fit within the SEO framework.
This blog gives my approach to using Pinterest to identify potential domains for link building and find relevant bloggers/influencers to build relationships with.
It’s deliberately simple because simple ideas are quicker to implement.