文档介绍：May 17, 2006
Omniture Teleconference:
New Ecommerce Marketing Research:
Metrics & Consumer Trends
Anne Holland, President,
MarketingSherpa
Questions about
thisResearch drawn from:
presentation?
Email:
feedback@ Stefan Tornquist, Research Director,
Marketing MarketingSherpa
(877)895-1717
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Facts not opinion: MarketingSherpa
Methodology
1. Primary Research
MarketingSherpa’s Ecommerce Eyetracking Study
MarketingSherpa’s Ecommerce Benchmark Survey
MarketingSherpa 100 Ecommerce Site Study
2. Partnered Studies
MarketingSherpa & Directions Research Shopper Survey
3. ‘Best of’ Secondary Research from 94 Sources, including:
Atlas, Inceptor, AW eber, Informz, comScore, The Kelsey Group, Coremetrics, Lyris,
Demandware, Ratings, Doubleclick, Pivotal Veracity, EmailLabs, Return
Path, eROI, ExactTarget, Silverpop, Fathom Online, Hitwise, and Truverse
4. Anecdotal Evidence from MarketingSherpa’s Own 3,300 Case Studies &
Interviews
Research drawn from:
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© 2000-2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 2
Ecommerce Growth
% Growth for 2005 retail and online retail sales from same period 2004 © 2006 MarketingSherpa Inc.
30%
%
25% %
20%
15%
10%
%
%
5%
0%
Q4 retail sales Total retail sales Q4 online retail Sales Total online retail sales
Change in total orders 2004-2005 © 2006 MarketingSherpa Inc.
50%
%
Research drawn from: 40%
30%
20%
%
%
10% %
%
0%
Dow n in 2005 Flat in 2005 Rose 1%-10% Rose 10%-20% Rose more than 20%
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Budgeting for Online Marketing
Tactics
Paid search ads (not %
parison
%
shopping engines)
%
Website
%
Email marketing (retention %
and acquisit