Today’s issue is more technical than usual: best practices for tagging and tag managers (with lots of examples) or multi-channel attribution modeling (with probably even more examples).
But there are also two detailed and interesting case studies: Sephora crushing it in digital and a revamped email flow that generated $500k in revenue.
At the very end: some funny and sad stuff, too. Don’t miss it.
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How Sephora Built A Beauty Empire To Survive The Retail Apocalypse [CB Insights]
Sephora is aggressively expanding across the globe. The article dives into how Sephora has succeeded in today’s merciless retail climate, highlighting key lessons for retailers.
It’s a long and detailed 46-page report. Definitely read it if you’re in the beauty industry or interested in aggressively going digital. Here are the key takeaways:
- Make digital an executive priority.
- Enhance the physical store. Today, retail is all about the “offline experience.” Sephora drives value from physical retail beyond sales per square foot.
- Integrate in-store technologies to engage clients. Sephora helps clients solve for specific consumer pain points, leveraging augmented reality, facial scanning, and more.
- Personalize product or service recommendations based on customer data. Localizing data is key for reaching global markets. Sephora uses personalization to attract and maintain loyal customers.
- Build partnerships. Sephora leverages partnerships to support and cultivate smaller brands that could serve as future distribution partners or acquisition targets.
- Cultivate robust loyalty & rewards programs. Sephora aligns itself with customers’ values through benefits and rewards programs.
Best practices for tags and tag managers [web.dev]
Optimize tags and tag managers for Core Web Vitals.
This article discusses techniques for optimizing tags and tag managers for performance and Web Vitals. Although this article references Google Tag Manager, many of the ideas discussed are also applicable to other tag managers.
Detailed and actionable.
Multi-Channel Attribution Modeling: The Good, Bad and Ugly Models [Occam’s Razor]
By the time you are done with this article, you’ll have complete knowledge of what’s ugly and bad when it comes to attribution modeling. You’ll know how to use the good model, even if it is far from perfect, and the often hidden nuances.
What multi-channel attribution models are out there?
- Last Interaction/Last Click Attribution model.
- Last Non-Direct Click Attribution Model.
- Last AdWords Click Attribution Model.
- First Interaction/First Click Attribution Model.
- Linear Attribution Model.
- Time Decay Attribution Model.
- Position Based Attribution Model.
- Customized/Personalized Attribution Model.
Most important takeaway: last click model, which is the default in most analytics tools, tells the wrong story for most businesses. Don’t use it, unless you know what you’re doing. Read more about other models and decide which one works best for you. Or create your own.
How a Revamped Welcome Flow & Holiday Campaign Generated $500k in Email Revenue [Inflow]
An email marketing case study.
The whole campaign laid out, with all the emails and stats: welcome flow emails, holiday campaigns, next steps on how to improve it even further.
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Until next Thursday!
Radek Sienkiewicz
PS. I don’t have a complicated welcome email flow, a single simple welcome email. Also, after signing up visitors land on a welcome landing page. On that page, I ask a single quesion: “What was going on in your life that brought you to try GrowRevenue today?”
Some answers are funny: “I don’t do the next step in my life. . . everything looks teadious and I have been thinking of doing fraud which can’t help me, if this organisation will help me to stand out and grow in all aspects of my life .majorly financially…. I will be glad”
But some are sad: “My start up is suffering from income deficiency”
On that note: let your startup (or life) never suffer from income deficiency!
