coupons

11 ways to track online to offline conversions (and vice versa)

Marketers can feel pressured, by blogs like this, into believing they are lagging in the race to master omnichannel attribution.

In the real world, what marketers need are discrete ways to track discrete actions. That’s why I thought a roundup of some methods of tracking online to offline conversions (and back again) might be useful.

Please add your own two cents in the comments.

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How to get the most out of your online coupon campaigns

Who doesn’t like a deal? Who doesn’t like to pay less than what everyone else is paying for the exact same item?

Coupons have been in existence since the dawn of the Modern Age and for good reason – they work. 

This is no less true, and perhaps even more so, in the Ecommerce Age. Using coupons is an easy way to increase conversions and augment sales.

J.C. Penney relents, brings back sales

When former Apple SVP of Retail Operations, Ron Johnson, took over as the CEO of American retail giant J.C. Penney, he had hoped to do for his new employer what he had done for Apple, where he led the development of the Apple Store and its Genius Bar.

Unfortunately for Johnson, the revolutionary tactic of ditching discounts and offering consumers straightforward low prices every single day of the year, turned out to be more disastrous than revolutionary.