More and more these days, marketers are using big data to make decisions, and there’s no more critical time for decision-making than the holiday shopping season. With this in mind, we’ll soon begin publishing weekly data as part of The Marketing Land Online Retail Sales Report, to help retailers with their holiday marketing plans, and also to help them gauge their successes.
Our partner in this, HookLogic, possesses a unique and powerful window into the world of e-commerce because it operates a pay-per-click network for brands to advertise on retail websites. Through its Retail Search Exchange, HookLogic sees page views and conversions on some of the web’s top retailers, amounting to some $1 billion in transactions a month.
Its partners encompass multiple verticals and include Target, Walmart, Best Buy, Kohls, Kmart, Toys R Us, Staples and Sports Authority.
That’s where the data you’ll be seeing on a weekly basis throughout the holiday season will be coming from.
We’ll share how views to product pages and conversions are changing from week-to-week as the holiday shopping season heats up, as well as year-over-year comparisons to help you put things into perspective. And, today marks the debut of this feature, where we’ll share this data.
Though we know you’d love to see specific numbers, these will instead be indexed so proprietary data can be preserved while still providing you with insights into how things are changing over time.
A few of our columnists have already explored how marketers can use traffic and conversion data to manage their media bidding strategies at this highly-volatile time of the year (see links below). We hope the debut of this new data for retailers will be equally valuable!
Tune Your Paid Search Campaigns to Account for Holiday Volatility, by Google’s Matt Lawson
An SEM Christmas Carol: Q4 Past, Present and Yet To Come, by Susan Waldes of Five Mill Marketing
Optimizing Your Paid Search Bids Around The Holiday Rush by David Rekuc of Ripen eCommerce
PPC Bid Management Tips for the Holiday Season by RKG’s George Michie
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