Blog

Presented by David Deppner
Meet Magento UK, June 19, 2019

Security is often seen as the realm of the IT team or developers working on the site. But in fact, many of the security problems that merchants face are caused or made worse by the choices of managers and marketers. This presentation cove...

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Presented by David Deppner & Megan Deppner
Meet Magento New York, September 5, 2019

Whether you run your digital advertising in-house or hire an agency, every merchant faces challenges with PPC. It seems that ad platforms are always changing the game... introducing new technology, throwing out n...

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Advertising platforms and consultants are always pushing ecommerce merchants to "move beyond Last Click attribution" and use fancy new "data driven" attribution models. For related reasons, they are also pushing us to use longer conversion windows. But they're rarely explaining the unintended consequences of the changes they're trying to sell us. If you're considering changing your attribution model, go into it with both eyes open, and an understanding of how it will distort the figures you've been using to make business decisions.

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“Did you hear the news? More people perform product searches on Amazon than Google now.”

This buzz started a couple of years ago, and since then, it's picked up. Seems like every month or two we see a new headline about the latest data. Sometimes the headline says that Google took back the lead or that Amazon has been slowing. But the question of who is ahead is clearly of interest to a lot of people.

After hearing this "fact" about Amazon being more dominant than Google a few times, we decided to go digging. And guess what? It's BS… Probably.

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Advertising profitably on your brand terms requires some dynamic strategy and a real appreciation for the game you're playing. Whether you advertise on your brand terms or not, you’re already caught up in that game… and the rules are designed to drive profit to Google. Your competitors have taken their turns. They have stolen what was yours. The clock is ticking. What’s your move?

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