The three lies: Why we can’t have good performance marketing

It’s been a while. Partly because my last post from February was a bit of a tough act to follow, partly because I’ve been caught up with a bunch of work projects. The company was acquired by LVMH, I spoke about e-commerce economics at SMU and NUS and got so pale from a lack of sunlight that taxi drivers started assuming I’m Russian. Today it’s going to be short and sweet and a little bit different: My thoughts on performance marketing and the pitfalls of spending large amounts of money on so-called data-driven marketing channels. Let’s go:

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The dangers of the “Google Analytics-powered Startup”

They did it again. With Google Analytics, Google has once again created a piece of free-ish enterprise software in a previously costly field (think Google Drive instead of DropBox/Box or Google Docs instead of Microsoft Office) which has become so omnipresent that it’s hard to avoid. Not only is it easy and free to install and deploy, it’s also simple enough that CEO’s to understand it and the de-facto standard for investor due diligence. But most of the time it’s completely wrong. Continue reading The dangers of the “Google Analytics-powered Startup”

Key Takeaways from Criteo’s State of Mobile Commerce

Confession time. Despite living and breathing online marketing and e-commerce, I never really shop online. It’s not that I don’t like the idea of it, it’s more that (a) I rarely shop, (b) I don’t really like shopping and (c) I don’t really know my own address. However, I recently decided to try out m-commerce in a few different sectors and was quite surprised by how convenient is. To me, tackling m-commerce has always been one of those typical important-but-not-urgent problems, but my recent experiences and the publishing of Criteo’s new State of Mobile Commerce report forced me to give it some thought. Here’s the most important stuff:

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How to assess the eCommerce value of any SEO keyword

Working with SEO professionally, keyword research and the related eCommerce revenue analysis has become an everyday task, and in this post I intend to share a very simple model for doing exactly that; Predicting the revenue potential of any keyword out there, using just a few handy metrics from Google and your eCommerce. Let’s go: Continue reading How to assess the eCommerce value of any SEO keyword

A Peek at Rocket Internet’s Regional Reporting Formats

Ever since I starting working with a large number of Rocket Internet alumni at Nova Founders in Kuala Lumpur before joining Luxola, I have heard many stories about Rocket Internet and how they work. Most of the stories are a bit bitter, but when it comes to the actual quality of their work there’s no doubt that they really know how to execute. I received a deck from Rocket Internet’s Investor day with Kinnevik, their main investor, around a month ago, and in this post I would like to share some of the most interesting insights I found. Continue reading A Peek at Rocket Internet’s Regional Reporting Formats

Key Takeaways from UBS Q-Series: ASEAN eCommerce

If you ask the Swiss investment bank and multinational financial services provider UBS what their Q-Series reports are about, they answer that it’s “Where Socrates meets Wall Street“. I think it’s more about positioning the rather conservative institution as a knowledgeable advisor on fast-growing business sectors, which the latest report on ASEAN eCommerce is a brilliant example of. I’ll skip all the boring stock recommendations and give you my favorite insights from the 64 page PDF.

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Key takeaways from Google’s ‘ZMOT Asia’ research study

Google recently released a 99-page research document titled “Winning The Zero Moment of Truth in Asia” authored by Jim Lecinski and Joanna Flint (press link), discussing how consumer behavior now in many cases includes a so-called ZMOT (Zero Moment of Truth) which is, simplified, the situation where a potential costumer first gets in contact with a brand online, searching or investigating either the brand itself or the underlying need of its products. This blog post will summarize my key takeouts from the document: Continue reading Key takeaways from Google’s ‘ZMOT Asia’ research study