Personal opinion on all things eCommerce from Kieran Clinton-Tarestad - eCommerce geek and strategist, ex-accountant, ducati rider, volvo driver, surfer, wii master and yes man
Last week I posted twice on the Pod1 blog.
The first was a photo I took while out for Brunch in Angel for a travel agent with offline advertising claiming to be “No 1 in Google.”
Not too relevant to ecommerce but it generated the most amount of comments the Pod1 blog has seen, and I [...]
My latest Pod1 blog post was about the factors you can influence in paid search and how you need to ensure you are on top of your game when starting out in paid search
Bring your ‘A’ game to paid search
Availability by pageview should be a KPI for any ecommerce site to measure true lost demand. This is a step on the way to being able to do it in Google Analytics
When you aggregate CPCs you change the rules of the game compared to how you do business with Google. Aggregation of publishers disconnects the joint value partnership that works well when dealing with one publisher and therefore requires a different approach.
Is conversion really a KPI? The key challenge is interpreting the data and understanding it and there is more than one occasion where the Maths appears to play tricks.
I’ve been frustrated for a while by the ‘last click wins’ method of attributing a sale. We know customers are only increasing the number of touch points they have with a brand yet we are still rewarding only the last click. It’s the equivalent of only paying a striker in your football team.
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The Internet should be the best example of an efficient market with transparent pricing. In my opinion Voucher codes are making it more like a Moroccan Souq Market.
With eCommerce growing up and ROI seemingly clearer Affiliates need to move with the times. A couple are giving the industry as a whole a bad name. Here is an open letter to Affiliates I wrote.
Marketing is changing because of the quality and quantity of data available. Business performance can be looked at in real time, ROI is becoming clearer, KPIs are becoming key, and someone needs to be trying to derive insights from the mountain of data. Here I discuss if that should be Finance