In developing our next generation of web analytics for merchandising, we’d like to compare notes with other online merchants who believe they have a sophisticated approach.  We’re looking for a company that has a well developed sense of whether GMROI or contribution index or net sales, or, whatever, is the best way to measure ROI on web merchandising [...]

Earlier this year in February, I wrote about Blockbuster vs. Netflix. The main word-of-mouth lesson learned in that post was one of “ bad profits.” Netflix simply took Blockbuster’s negative word-of-mouth regarding late fees and modeled their entire business model and ad campaign around it - “the end of late fees.” It worked, and Netflix [...]

Unsure of what fraction of your web advertising generates sales which close in your call center?
Sharp etailers are just starting to track web spillover to the phones by placing a visible code
on their web pages, asking callers for that code, and having their call agent punch the code
into the order [...]

You can learn a lot from surveys. In a multiple choice question, the survey writer thinks through all possible answers to a strategic question. Therefore, this list of answers is typically a starting point for many strategic options when faced with that question.
For example, I was sent a survey on web metrics. It asked [...]

How does one really understand their conversion rate when no real analytics are in place? Well the first issue I find is that we as marketers like to massage the numbers to make us look good in place of looking at what is really happening.
When we present our numbers ie conversion rates we include [...]