John McSloy PhD is CTO at INDEZ and specialises in Ecommerce Growth for Mid Market Ecommerce Businesses, Automation & Development, Data Science & PPC Management.
Gabriel Hughes PhD is CEO at Metageni providing expert data analytics using AI / Machine Learning to help companies grow online. Prior positions included VP, Web Analytics at Elsevier and Head of Attribution at Google.
Edward Upton is the founder and technical lead at LittleData. With a background in behavioural Sciences at Oxford, today, his work is directed at helping empower thousands of data-driven small businesses to make better decisions to accelerate growth.
Who should attend
This talk will be relevant for anyone involved in the running and management of an ecommerce business.
For more information about the Ecommerce Club including past and future events, visit https://www.indez.com/blog/ecommerce-club
Access details are sent out to attendees the day before the event.
The Talks
The Presentation by Edward Upton is available as an open link to Google Slides here.
If you are interested in reaching out to Edward regarding his talk or would like to learn more about how Littledata can assist you with data attribution solutions, please contact Littledata.
Polls and Questions
We had a total of 59 attendees for the event
Speakers
Knowing where your sales come from is a key requirement for marketing. This attribution of sales allows you to plan your ecommerce business. Correct attribution involves tracking, and focusing marketing spend onto those marketing channels that work best.
The marketing mix where some channels work better than others is affected by both the type of customer and the type of product. Understanding how a mix of marketing channels impacts customer behaviour helps businesses to plan and manage different campaigns.
A key part of this attribution process involves measurement through the use of dashboards that involve a variety of statistical measurements. These combine to show how customer behaviour can be predicted and optimised to create the best engagement, conversion and profit.
The three talks start with a client perspective about why attribution is an essential component of ecommerce management. Then follow two talks, the first geared towards enterprise-level solutions, the second aimed at small and micro businesses using platforms such as Shopify or BigCommerce.
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