Columnist Jonathan Opdyke continues his retail series; this time, explaining how brands can increase conversion rates for their products on e-commerce sites.
Return On Ad Spend, or ROAS, is a wonderful metric of digital media, but it is ultimately a measure of an acceptable cost of advertising. The real goal for product manufacturers is volume – to actually see a rise in orders shipping out of the factory. When something really works at scale, you don’t need […]Jonathan Opdyke | Jul 8, 2014 at 10:30 am ET
Consumer product marketers have long had to operate under the assumption that direct sales attribution, while an ultimate goal, is largely unobtainable and that marketing success must be judged through predictive modeling and sophisticated estimation. The exception is when brands decide to operate their own stores or e-commerce sites, where they can use and measure […]Jonathan Opdyke | Jun 4, 2014 at 10:00 am ET
Shopping has undergone a revolution, and it is still changing. It started with an Internet bookstore and an online swap meet introducing new ways to shop. Fast forward two decades, and online shopping continues to grow. In fact, in its report, “US Online Retail Forecast, 2012 To 2017,” Forrester predicts that e-commerce will reach $371 billion […]Jonathan Opdyke | Apr 25, 2014 at 9:30 am ET
Last year, Google made what was to some a surprising announcement: its previously free Google Product Search would become Google Shopping, which would ask a fee of product brands and retailers that wanted to be included in new Product Listing Ads. I can’t say that I disagree with Google’s decision. The company has hit on […]Jonathan Opdyke | Feb 7, 2014 at 10:05 am ET