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Multichannel Economics

The Tail of the Tape: Measuring ROI in Q4

Title: The Tail of the Tape: Measuring ROI in Q4
URL: http://www.rimmkaufman.com/rkgblog/2009/01/06/q4-roi/
Printed: March 15, 2010
Source: The Rimm-Kaufman Group Blog, info@rimmkaufman.com

Many retailers will spend the next week or two studying the results from Q4 hoping to find action items for early Q1. A word of caution: don’t yank the rudder too quickly.

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Kevin Hillstrom: Catalogers Today Face A Big Inflection Point

Title: Kevin Hillstrom: Catalogers Today Face A Big Inflection Point
URL: http://www.rimmkaufman.com/rkgblog/2008/03/10/kevin-hillstrom/
Printed: March 15, 2010
Source: The Rimm-Kaufman Group Blog, info@rimmkaufman.com

Here’s a transcript and a podcast of an enjoyable conversation with multichannel expert Kevin Hillstrom.

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Recent Comments

  • George Michie: Jim, I think you’re right on that last piece. To me, Google doesn’t have to see this as either/or, by simply offering...
  • Jim Novo: I’ve also written about this “smart client” problem, the idea that a lot of what Google “suggests” or does...
  • Kathleen Raines: In my letter I did put the wrong month. I said April it should have been May.
  • Kathleen Raines: CEO Mike Ullman III, On January 26, 2010 I order a sofa, love seat and chair. I was told it would take 6-8 weeks since it was a...
  • Lance: George - Thanks so much for the interview and the kind words. Jake - We have seen the gains from our tests hold up. But I am sensitive to...
  • Andrew@BloggingGuide: I liked what he said: our approach is to never be satisfied, and always seek incremental improvement. This is absolutely true...
  • Jake Minturn: Great interview! One thing I am curious about, and I’d love to get Lance’s take on this, is if these boosts in conversion...
  • Bob: Would your call center stop answering sales calls because they’ve reached their budgeted labor for the month? This is considered...
  • David: Great post George, nice to see technology story telling alive. Kept me gripped and v interesting.
  • Rex Dixon: @George - That is too bad to hear. I don’t believe we have any PPC test results on our site currently.
  • George Michie: Ken, You’re absolutely right if the CR difference between A and B is small (2 or 3%) the odds of A running the table...
  • Ken Truman: Shay - I definitely think the same logic applies to day of week analysis. George - That’s an extremely interesting way of...
  • George Michie: Hi Laurence, We think folks spend far too much time worrying about mythical penalties. The account QS is dominated by the QS on your...
  • Laurence: Hi George, Thank you for the enlightening post. You’ve sold me on how important the long tail is so over the past few weeks...
  • Billy Wolt: take-away: Make sure you are bidding on your brand, broad topic, and specific model keywords :)

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