5 false assumptions about your online traffic · adidas salomon. we were so wrong 0% brand...
TRANSCRIPT
![Page 1: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/1.jpg)
5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC
Andraž Štalec
![Page 2: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/2.jpg)
![Page 3: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/3.jpg)
Android will soon offer live subtitles on all videos
![Page 4: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/4.jpg)
![Page 5: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/5.jpg)
![Page 6: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/6.jpg)
€-
€50,000.00
€100,000.00
€150,000.00
€200,000.00
€250,000.00
€300,000.00
€350,000.00
€400,000.00
€450,000.00
€500,000.00
Revenue
You achieve great results for your client (or company)
![Page 7: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/7.jpg)
But then sometimes all this results in totally unexpected results
Pro
du
ctb
ran
ds
use
rsar
e s
ear
chin
gfo
rP
rod
uct
bran
ds
use
rsare b
uyin
gNike
Adidas
Salomon
Nike
Adidas
Salomon
![Page 8: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/8.jpg)
We were so wrong
0%brand stickiness
25%brand stickiness
50%brand stickinessP
rod
uct
bra
nd
su
sers
are
se
arch
ing
for
Nike
Adidas
Salomon
Nike
Adidas
Salomon
![Page 9: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/9.jpg)
Because we fail to see behind the standard reports.
MOST FAILURES ARE NOT EVEN CAUSED BY PPC CHALLENGES, BUT BECAUSE OF BAD ASSUMPTIONS
![Page 10: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/10.jpg)
IT’S TIME TO DIVE DEEPER AND TO UNDERSTAND WHAT IS REALLY HAPPENING.
![Page 11: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/11.jpg)
Brand stickiness report
Nike has a brand stickiness of 50 %
![Page 12: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/12.jpg)
Use this report to ….
Sitelink extensionsFor brands with low stickiness include
secondary brands as Sitelink extensions.
Dynamic remarketingPromote the products users are actuallyenggaging with on the website.
Estabilsh RLSAOn brands that are „stilling“ most of theconusmers from the primary brand.
Research low stickinessDo you have enough products on stock? Are your prices compepative?
![Page 13: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/13.jpg)
But do they?
THE MOST LOYAL USERS COME FROM DIRECT TRAFFIC
![Page 14: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/14.jpg)
It’s quite common to see channels like Paid Search, Organic Search and Emailoutperforming Direct
![Page 15: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/15.jpg)
98,70 % of users!
IGNORE CONVERTERSFOCUS ON THE ONES WHO DIDN‘T CONVERT
![Page 16: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/16.jpg)
Use Session Quality report to deliver more actionable insights
![Page 17: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/17.jpg)
Use Session Quality report to deliver more actionable insights
![Page 18: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/18.jpg)
WE ARE CREATURES OF HABIT
![Page 19: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/19.jpg)
BUT MORE OFTEN THAN TO PRODUCTS AND BRANDS, HABITS ARE CONNECTED TO OUR BEHAVIOR
![Page 20: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/20.jpg)
50%50%
75%
25% 25%
Display Organic Search Referral Paid Search Email Direct
![Page 21: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/21.jpg)
Cross-channel CDJ: First interaction is Direct
100%
40.48%
83.42%
18.31%
17.73%
5.14%11.74%
4.81%
First interaction Assisted interactions Last interaction
(Other) Direct Display Email Organic Search Paid Search Referral Social Network
![Page 22: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/22.jpg)
Check out this blog post to learn how to create these reports:
https://www.red-orbit.com/blog/e-commerce-cross-channel-consumer-decision-journey-report
![Page 23: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/23.jpg)
12 types of search users
Nike sneakersNike sneakers
Nike sneakers
Nike sneakers
Nike sneakers
Nike sneakers Nike sneakers
Nike sneakers
![Page 24: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/24.jpg)
12 types of search users
https://www.red-orbit.com/blog/12-types-of-google-search-users
![Page 25: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/25.jpg)
Revenue by channel
Online user behavior 2019, Red Orbit 9/2019
57%
13%12%
5% 4% 4%2% 2%
Organic Search Paid Search Direct Referral Email (Other) Display Social
![Page 26: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/26.jpg)
Denial.
A coping mechanism that gives you time to adjust to distressing situations.
Staying in denial can interfere with your ability to
tackle challenges.
If you‘re in denial, you‘re trying to protect yourself by
refusing to accept the truth about something
that‘s happening in your life.
![Page 27: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/27.jpg)
![Page 28: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/28.jpg)
WHAT DOES THIS HAVE TO DO WITH ANYTHING?
![Page 29: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/29.jpg)
WE THINK ABOUT E-COMMERCE AND DIGITAL ADVERTISING THE SAME WAY WE
THINK ABOUT ASTEROIDS.
![Page 30: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/30.jpg)
WE DON‘T REALLY DO ANYTHING ABOUT IT AND WE HOPE NOTHING BAD WILL HAPPEN.
We know e-commerce is evolving but we don‘t have to change yet.
![Page 31: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/31.jpg)
WE ASSUME THAT PAST BEHAVIOR IS AN INDICATION OF WHAT IS TO COME.
If our revenue grew for the past 3 years, we can plan growth next year as well.
![Page 32: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/32.jpg)
YOU ARE UNDER SIEGE!
![Page 33: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/33.jpg)
ADVERTISING PLATFORMS ARE TRYING TO STEAL YOUR CUSTOMERS AND TRAFFIC
AND CHARGE YOU FOR IT.
![Page 34: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/34.jpg)
PRICE COMPARISON ENGINES ARE TRYING TO STEAL YOUR CUSTOMERS AND TRAFFIC
AND CHARGE YOU FOR IT.
![Page 35: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/35.jpg)
COMPETITORS ARE TRYING TO STEAL YOUR MARKET SHARE.
![Page 36: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/36.jpg)
MARKET CONSOLIDATION TRENDS ARE FAVORING THE BIGGEST PLAYERS
ON THE MARKET.
![Page 37: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/37.jpg)
DISCOUNT DRIVEN MARKET IS EATING AWAY AT YOUR PROFITABILITY.
![Page 38: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/38.jpg)
SATURATION OF TRADITIONAL MARKETING CHANNELS IS RENDERING YOUR ADVERTISING
BUDGETS LESS AND LESS EFFICIENT.
![Page 39: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/39.jpg)
NOBODY CARES ABOUT YOU,BUT YOU.
![Page 40: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/40.jpg)
BOTTOM LINE: THIS IS A BAD TIME TO BE A MEDIOCRE E-COMMERCE COMPANY.
![Page 41: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/41.jpg)
WHERE SHOULD YOU IMPROVE YOUR BUSINESS?
![Page 42: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/42.jpg)
Work on customer retention and churn prevention.
#1: LOCK IN YOUR CUSTOMERS
![Page 43: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/43.jpg)
Being online is not a USP, nor is having a good price.
#2: FIND YOUR USP
![Page 44: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/44.jpg)
Think beyond the buy: shopping is a omnichannel activity
#3: REMOVE EVERY FRICTION
![Page 45: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/45.jpg)
Swim in a blue ocean
#4: INVEST IN NEW CHANNELS & STRATEGIES
![Page 46: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/46.jpg)
Consumer journeys are too complex and offline is just too important
#5: CREATE AND MEASURE OMNICHANNEL EXPERIENCE
![Page 47: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/47.jpg)
This is where the new battlefront will be.
#6: INVEST IN DATA
![Page 48: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/48.jpg)
FINDING THE ANSWER TO ROPO.We are testing marketing mix modeling to see if we can estimate
the impact of different advertising channels.
![Page 49: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/49.jpg)
![Page 50: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/50.jpg)
UNDERSTAND THE RELATIONSHIP BETWEEN ADVERTISING CHANNELS AND OUTCOMES.
We can‘t keep adding more budgets – we need to
find a reliable way to redistribute it.
![Page 51: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/51.jpg)
![Page 52: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/52.jpg)
Growth needs a catalyst
NO GROWTH CAN COME FROM STATUS QUO
![Page 53: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/53.jpg)
Online access
Google Search
Social media
Online payments
Mobile
Data & prescriptive
analytics
What fueled growth through time?
![Page 54: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/54.jpg)
Growth impact & tactics penetration curves
Innovators Early adopters Early majority Late majority Laggars
![Page 55: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/55.jpg)
Take advantage of new tactics & technologies
Innovators
AI
Voice search
IOT
Early adopters
CRO
Prescriptive analytics
Chatbots
Big Data
Early majority
Video advertising
Content marketing
Marketing automation
Late majority
Paid Social
SEO
Laggars
Google Search
Social Media marketing
Display advertising
![Page 56: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/56.jpg)
LET‘S MAKE AN IMPACT!
![Page 57: 5 FALSE ASSUMPTIONS ABOUT YOUR ONLINE TRAFFIC · Adidas Salomon. We were so wrong 0% brand stickiness 25% brand stickiness 50% t brand stickiness nds s hing or Nike Adidas Salomon](https://reader034.vdocument.in/reader034/viewer/2022042102/5e7ec7436077e9114f7be7a9/html5/thumbnails/57.jpg)
https://www.slideshare.net/redorbit/leicesterdigital2019
01 02 03 04
Twitter@andrazstalec
LinkedInAndraz Stalec
Webwww.red-orbit.com
Download the presentation
https://www.red-orbit.com/blog/
Further reading