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My last column discussed the primacy of product detail page views as the core metric for digital marketers working at product manufacturers. One of the things HookLogic (my employer) does is to drive qualified traffic to product detail pages for our brand clients, so it’s something to which we pay close attention.
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 fancy metrics to know.
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 direct res ...
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 by 2017, when it will account fo ...