Earlier this September, we wrote about the importance of fostering an organization that embraces a data culture to drive revenue and improve organizational practices. The article generated a great deal of discussion and feedback across our online communities, and we were fortunate to have many industry leaders weigh in with their own experiences. We reached out to a few of them to hear a bit more about their own stories and perspectives.
Today, we speak with Flora Lewin of B-Pro on how to use data to shape company strategy, as well as some common strategy mistakes and pitfalls that organizations can avoid.Read More
Future marketing analytics tools should tell us what elements of a customer funnel experience are hurting conversions as soon as they start doing so, not after they affect your company’s top-line revenue numbers.
By now, nearly every forward-thinking retailer is using marketing automation, personalization technologies, and some form of business intelligence. Unfortunately, these approaches remain labour intensive and still make it difficult to understand what exactly your customers are experiencing day-to-day. Marketers may not be manually sending emails anymore, but something still feels missing in the larger marketing process.Read More
Thanksgiving and Black Friday may be another three weeks away, but many retailers are starting this holiday season a month early. Indeed, Walmart and Amazon launched their first round of holiday sales on November 1, and many others are following suit.
To prepare retailers for the competitive holiday season, we are launching our free Black Friday + Cyber Monday checklist. This document helps you assess your team’s marketing and operational readiness for the holiday rush, and highlights many common holiday mistakes and oversights that your team can avoid. The checklist covers timely eCommerce and retail subjects such as:Read More
This Thursday, October 30, we’re excited to participate alongside 100+ companies for Startup Open House Toronto. If you’re around the Queen and Spadina area, drop by our Toronto office between 4-7 PM at 130 Spadina Ave, Suite 405 (click here for a map) to learn more about our company – and meet our friendly team!Read More
Let’s consider this paradox: in a 2012 survey by Econsultancy and Google, only 14% of marketers believed that last-click attribution was a “very effective” process of revenue attribution – yet the same survey revealed that more than half of them continue to rely on it for their day-to-day reporting.
Today, customers are likely to make multiple touch-points with your business before making a purchase, from email newsletters to web searches to customer service requests. Basic models such as first- or last-click attribution can only tell you part of the customer journey, and ultimately contributes to an inefficient use of marketing spend. As the former U.S. Postmaster General John Wannamaker once said, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” Clearly, there is a wealth of data from e-mail, web, and other sources that can provide a better picture of the digital customer than a simple last-click analysis reveals.Read More
After many years spent working with businesses of various sizes, we’ve begun to notice patterns around the successful use of data and analytics. Many businesses tell us they want to be “data-driven” or use analytics to achieve their goals. One aspect that is often overlooked when it comes to using analytics is the role of team culture, or business culture, in actually making use of the insights generated by analytics.
All of the effort that goes into measuring and analyzing data is wasted without a commitment to actually use the data to promote meaningful behaviors and initiatives. This is easier said than done – just like personal habits, people tend to get excited about a new tool or metric, but often stop tracking or measuring performance after a week or two.Read More
If you run an online business, then you have probably encountered the challenge of replicating the sort of active customer interactions where traditional retail excels. Customers walking into a physical store can interact with your sales representatives, have their product questions answered, or test out these items in person.Read More
Holiday retail is more important than ever. According to Retail TouchPoints, consumer spending is expected to grow by 3.5% this holiday season. What’s more, eCommerce is projected to grow at an even faster rate, by another 9-12% over the 2013 holiday season.
This hits close to home with us at Canopy Labs; some of the retailers we work with generate more than 50% of their annual revenue during the holiday period, with their biggest sales days around Thanksgiving and in December. With such a quick ramp-up in traffic and sales, companies need to make sure they get their marketing strategy down well in advance of the holidays. Here are 9 tips on preparing your company for the busy months ahead.Read More
Earlier this month, Marks & Spencer announced the launch of its “Only M&S” strapline, the first time its Food and GM divisions are being placed under a single marketing campaign. This follows a £150m re-launch of the M&S.com website in February, and the company’s plans to expand its eCommerce offerings and strategies will help them stay ahead of customer expectations and competition on high street.Read More
If you work in the fashion, electronics, or entertainment industries, then you already know that the teenage market represents a big opportunity for growth. But with so many screens and networks competing for the teenage mindshare, how can your business stand out amidst the crowd? When they’re not in school, they’re either picking out an Instagram filter on their phones, sitting on the couch playing Call of Duty, or scrolling through Tumblr on their laptops. No matter where they are, they are attached to some form of technology.
To learn more about winning over this market, we asked a few teenagers in Toronto on their thoughts about social media, effective marketing, and email marketing – and have compiled their top tips here.Read More