Comments on: Case study: Creating a digital strategy for a multichannel retailer

By: Cornelius Boertjens

Cornelius Boertjens — Sun, 09 Mar 2014 20:05:00 +0000

Great interview and great insights. Quite shocked to hear they are not seeing A/B testing and multivariate testing as a key priority as a lot of retailers are investing significant amounts of money in this to optimise their SEO and SEM efforts.

By: Dave Chaffey

Dave Chaffey — Mon, 27 Jan 2014 09:15:00 +0000

In reply to Dipesh Shah.

Thanks for your thoughts on Display Dipesh – good advice.

Cool you liked it overall – encourages us to do more of these types of practitioner interviews. Perhaps not always shared as much as Tips article, but the strategy issues touched on here are more important.

By: Dipesh Shah

Dipesh Shah — Sat, 25 Jan 2014 16:08:00 +0000

Excellent article – enjoyed reading it, it shows that having a long term strategy can work and I have seen the benefits of it as well. Also seen how short term strategy does not work and you end up back to square one.

Totally agree on running no media / channels activity for period of time, i worked with a client who called it a black out period. Think it is such a good idea but not tested enough.

Regarding Display: it is such a broad landscape it does require a test and learn approach to what is working on the KPI’s set against the wider mix and it can work with the right approach and long term planning

By: Dave Chaffey

Dave Chaffey — Fri, 24 Jan 2014 08:37:00 +0000

In reply to Alex Murphy.

Pleased that’s interesting + helpful Alex.

With the CTRs of display it’s not generally possible to get positive last-click ROI with display (unless it’s remarketing which should be separated). So as you’re doing you have to turn to attribution to justify based on view throughs.

To prove the value of display a test where it’s paused for a period can show impact on brand search volume and conversion which you can’t really see from looking at the attribution alone.

Have a looked at Google’s newish attribution modeling tool to determine the value of display – compare weighting approaches?

By: Alex Murphy

Alex Murphy — Thu, 23 Jan 2014 23:34:00 +0000

Hi David, interesting interview, and really good of your interviewee to share tactics. I, like many Ecommerce marketers, struggle with brand/top of the funnel channels like Display (especially networks) because even weighted (using an attribution modelling tool like DC Storm) it only pays for itself when you factor in retargetting to that audience too. What sort of ROI weighted or otherwise, would you expect from Display?

By: Dave Chaffey

Dave Chaffey — Thu, 23 Jan 2014 12:56:00 +0000

In reply to Abby Edgley Edgley.

Hi Abby – glad you like it – I did this interview also for my book so it was mid last year and is about timeless issues of strategy so hasn’t got the latest. What are you seeing on Facebook in reduced visibility? We are getting far higher PTAT in the new year, maybe because a lot of our updates are around images.

On Sponsored Stories ending there are other ad options and I think the privacy side has forced that move.

By: Abby Edgley Edgley

Abby Edgley Edgley — Thu, 23 Jan 2014 12:39:00 +0000

Nice move on the aspects of Digital Media Marketing..I think you could say more about the Facbook’s monopoly on their latest updates..

http://www.kreataglobal.com/blog/social-media-marketing/facebook-to-stop-sponsored-stories-from-april/