2013 articles with this tag
Presenting marketing performance to boards and senior leadership. The key figures Business framing boards care about revenue, pipeline and efficiency Consistenc...
Rules about what customer data marketing collects, where it lives and who can use it. Where most projects go wrong The usual mistakes: Customer data copied betw...
Reviewing the tools marketing uses, what they cost and whether they are still needed. Why does it matter? Marketing tool subscriptions accumulate, overlap and o...
Training marketing staff on the advertising, privacy and industry rules that apply to their work. At a glance Advertising rules claims, endorsements and disclos...
Stopping or adapting advertising during incidents, disasters or reputational events. What is at stake Scheduled advertising running during a crisis looks tone-d...
Defining what marketing is trying to achieve in a period, and how success will be judged. The key figures Business alignment marketing goals should map to busin...
Checking whether the words a business uses actually land with the people it sells to. Where most projects go wrong The usual mistakes: Messaging chosen by inter...
Checkout optimization is the work of reducing the friction between a customer deciding to buy and the order actually being placed. Everything before that moment...
Product page design is the work of building the single page where a customer decides whether to buy. Everything else in a store, from search to category grids t...
Payment integration is the work of connecting an online store to the systems that actually move money: a payment gateway or processor, the card networks and ban...
Faceted navigation and filtering is the part of a store that lets a shopper turn "412 running shoes" into "the 9 neutral-cushion trail shoes in a wide fit, size...
Inventory and stock management, for an online store, comes down to one promise: what the storefront says is available matches what the warehouse can actually pi...
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