How should retailers measure impact of TV advertising on sales?

The drums have been beating for long that digital ad spending in the US will surpass Television spending. Digital already surpasses TV spending in some parts of Europe and Asia. Despite this TV remains a strong player. In fact this study on data collected from 2010-2014 found TV as outperforming digital, print and radio advertising on key performance indicators. A quote from the said study: “TV is the giant megaphone…When you want to…

How to check if display advertising is driving incremental sales? (with case study)

In 2016, digital display ad spending will eclipse search ad spending in the US for the first time [Source: Emarketer]. Overall, one in five dollars devoted to digital in 2016 will go to “banners and other” digital display ad types. Budget is shifting to display because the technology purportedly targets intent and is a superior method to content that drives click-throughs. Some studies (download PDF report from Nielsen ) show that click activity…

small retailers

How do small retailers do online marketing without breaking their marketing budget?

My small business  clients (a retailer with less than 200 employees) express concern over their limited resources. The marketing function is usually the last position to be hired – way after sales and operations. Usually someone from the technology side sets up online campaigns. There are two problems with this approach: it takes a lot of time and patience to set up various campaigns, especially search engine marketing reports are complicated and most…

Shopper journey analytics and marketing attribution

Introducing the Polytab app for marketing attribution

On December 22, 2015 Infernotions launched the Polytab app for marketing attribution. Polytab is a marketing attribution SaaS (software as a service) solution. It is the culmination of Infernotions’ consulting and product expertise in the space. Top 10 reasons for digital marketers to use Polytab marketing attribution Here are the top 10 questions answered by digital marketers What % of orders are attributed to organic search ? What % of orders are attributed to…

The 5-stage consumer shopping journey for Internet retailers

The traditional shopping funnel metaphor is no more. The old perspective was that a shopper could be pushed deeper into the funnel to the point of purchase where the potential decision points on the shopping choices would be narrowed down (as in a funnel) to the point where the sale was inevitable. This old model fails to capture the reality of multi-channel marketing. The physical world example of a shopper…

How to set up attribution tracking for your retail website

This is a basic how-to for setting up basic attribution tracking using the Polytab app . There are four basic steps. STEP 1: Gather the basic attribution set-up content Polytab app account login and password Google Adwords login and password Bing Ads login and password (if applicable) Google Analytics login and password Pixel codes from your Infernotions’ account manager. There are two pixels. One goes on your retail website’s sales confirmation…

These two common marketing metrics are misleading digital marketers & hurting bottom lines

The poet John Godfrey Saxe wrote a poem on six blind men who went to observe an elephant. Each blind man stumbled onto the elephant and whatever part they grabbed on to became their perception of the complete animal. So the man who grasped the tusk of the elephant claimed the animal was like a spear, and the man who held on to the tail claimed it was like a rope.…

Spectre: A review and implications for cross-device tracking

I saw Spectre (the latest James Bond movie) last night. By way of a review I’ll post what I emailed my wife while waiting for the parking lot chaos to clear. Movie was ok. Not the best. No real story. Rich cast but undeveloped characters. But lots of high speed action and the theater was high tech so every time there was an explosion the seat would shake and I could…

6-tips for retailers on using web analytics for marketing decisions

Marketers have very specific expectations from web analytics. But the need of the hours is a high-quality single purpose tool – much like the Mora knife pictured above. A swiss army knife approach works well as a general tool but is a poor choice for specialized tasks. For retailers marketing their products on the Internet, a good web analytics service must deliver much more than tracking and reporting website traffic.…

Google analytics and the case of the one-eyed horse

Following up on my colleague’s excellent post  on why Google Analytics could be a dangerous choice for retailers. Here’s my 2 cents to illustrate the risks. I call it the case of the One-eyed-horse. Name campaigns: So we’re working with a company that has excellent SEO. They are #1 in search for their product category across all search engines. They have also been bidding on their trade name and brand. Of course the ROAS…