ブログ（英文でのご紹介になります） – Page 23

eCommerce Trends - Marketing Trends | 2011年3月18日

Choose Your Own 2D Marketing Adventure: 7 Quick Tips for QR Codes

Just like the popular children’s gamebook series from the 1980’s “Choose Your Own Adventure,” the world of QR marketing offers many paths to choose from, and is fraught with both landmines and opportunities. As a follow up to my recent post on QR codes, I put forth seven quick tips for you to consider, as you embark on your own 2D marketing adventure!

1. Don’t settle for a gimmick. If it’s viral but doesn’t help your bottom line, you probably didn’t align your program with the right business objectives.

eCommerce Trends - Marketing Trends | 2011年3月8日

Why You Need a Virtual Goods Strategy Today

The virtual goods market is expected to exceed $2 billion this year. Are you ready to make the most of this hot e-commerce trend? We spoke with Suchit Dash, Co-Founder and VP, Product at Ifeelgoods to get his perspective.

Marketing Trends - Reporting & Analytics | 2011年3月1日

Swapping ROI for LTV: Optimizing the Return of Your Best Customers

Most of us who manage marketing campaigns in ecommerce get caught up in the daily grind of writing ad copy, tweaking creative, and managing ad spend. If you’re running direct marketing campaigns (search, affiliates, display, comparison shopping, etc.), you’re likely to be highly focused on measuring ROAS, number of new customers, or AOV.

While these tactics are valuable for building a solid customer base, none of them sufficiently address an equally important challenge: managing the customer life-time-value (LTV). Within most marketing channels, ALL customers/orders are created equal, which means you’re paying the same amount to acquire customers–regardless of quality. The best way to approach this problem is to ask a simple question: “which customers are going to keep me in business for years to come, and who’s sucking cash from my bottom line?” In other words, what’s a given customer’s true lifetime value, and how is s/he driving the future of my company? In this case, it’s more than likely that the 80/20 rule applies to most companies.

eCommerce Trends - Marketing Trends | 2011年2月24日

QR Codes: The Time is Now for Quick Response

In the late 90’s, a feisty startup called Digital Convergence Corporation rolled into market, delivering free barcode scanners to subscribers of Forbes, Wired and Parade. These scanners, called CueCats, were kitty-shaped (no, really – shaped like a cat – so, CueCat – get it?) devices that plugged into a computer. With a simple swipe, magazine readers had the “luxury” of accessing more advertising or editorial content … online. Each swipe was tracked, relaying gender, email address and ZIP code to advertisers without permission. And swipers couldn’t opt-out.

Data Mining & Algorithms | 2011年2月14日

Ensemble Learning: Live on TV's Jeopardy and Behind the Scenes on Leading Retail Websites

Starting today, IBM’s Watson supercomputer will go up against a pair of human Jeopardy champions. Regardless of whether man or machine comes out on top, it will be a banner day for a machine learning technique called ensemble learning. Ensemble learning is based on the notion that tens or hundreds of independent algorithms, each aimed and working in a particular kind of context are better than one bigger, more complex algorithm. This idea lies at the heart of both Watson’s approach to generating Jeopardy questions and RichRelevance’s approach to generating relevant product recommendations and advertising.

Reporting & Analytics | 2011年2月8日

Tracking the Online Customer’s Path to Purchase: Key Findings and Takeaways

The RichRelevance Analytics group recently conducted a series of studies for several of our larger, premium retail clients to explore customer behaviors and identify the greatest opportunities for optimization. The results of one such study*—which I am sharing here today, revealed some pretty astounding insights for this particular customer’s online shoppers.

Home page “schmome page.” The home page is for all intents and purposes the premier online brand presence for a merchant. It gets rendered more than any other distinct URL within the merchant domain and is often the gateway for the most loyal customers. Yet with only 4% of inbound sessions and 1% of total page views, you now know why that home page promotion didn’t do so well. These numbers paled in comparison to the search page, which was the landing page for almost 40% of all sessions followed by the category page at 26%, which narrowly edged out the item page at 25%. The lesson here? A simple UI or merchandising enhancement of virtually any dynamic page template will always be a more efficient allocation of resources than investment in the home page.