tag:blogger.com,1999:blog-32202893.post2617466266066952191..comments2023-10-18T08:32:17.510-07:00Comments on Kevin Hillstrom: MineThatData: Dear Catalog CEOs: A Failure To "Be Online"Unknownnoreply@blogger.comBlogger4125tag:blogger.com,1999:blog-32202893.post-79957713100824573202010-03-04T07:50:43.581-08:002010-03-04T07:50:43.581-08:00Oh yes, it is a different mentality!Oh yes, it is a different mentality!MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-30035291987915309822010-03-04T03:09:35.953-08:002010-03-04T03:09:35.953-08:00I think the key sentence "we are going to hav...I think the key sentence "we are going to have to "be online". This is different proposition than "having a website"<br /><br />This is hard for a traditional cataloger where the mentality is still - if I build it they will come.dianenoreply@blogger.comtag:blogger.com,1999:blog-32202893.post-32742053321465103622010-03-01T09:58:02.718-08:002010-03-01T09:58:02.718-08:00There are many different cases, all unique for eac...There are many different cases, all unique for each catalog brand. You outline a good example, thanks!MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-48856391811498912172010-03-01T09:32:05.420-08:002010-03-01T09:32:05.420-08:00Another great article, Kevin! But I don’t think t...Another great article, Kevin! But I don’t think the percentages of growth (or lack there of) tell the whole story.<br /><br />Catalog brands saw a decline in online sales because their largest driver, the catalog, is declining (as we all know). Even with the decline, the catalog still might be bringing in positive ROI. And you could be growing in e-marketing driven sales while declining in sales overall.<br /><br />Assume Brand A in 2008 has $2 million in total e-commerce sales. $1.8 million came from the catalog with the other $.2 million coming from banner ads, paid search, and other e-marketing. In 2009 their total e-commerce sales were $1.94 million (-3% growth). $1.7 million catalog driven, the other $.24 million from banner ads, paid search, and other e-marketing. The catalog saw -5.5% growth while the e-marketing drivers experienced the same 18% growth as other pure e-commerce brands did.<br /><br />My gut would tell me my example isn’t what is really happening with most Catalogers. What really needs to happen is to measure catalog driven sales on the website separately from the performance of other drivers like banner ads, paid search, etc. This will truly show what is driving the conversions on the website. I find that Catalogers’ websites aren’t the “shining stars” most Catalogers think they are. When Catalogers look at e-commerce they generally think of their emails, which have great ROI, and they see high conversion rates because the catalog (not the website) is driving those conversions. Pull catalog and email coded orders out of your website’s performance. Now compare it to the pure e-commerce brands. My money says your website isn’t as good as you thought it was.Derekhttp://twitter.com/dawescottnoreply@blogger.com