E-commerce Metrics & Customer Acquisition

Data is king in a digital world. In fact, the most critical differentiator between a successful e-commerce company and a struggling one is data. Having the right kind and knowing how to use it allows for efficient, profitable, and scaled paid acquisition.This class will get you up to speed on how to get the right data, how to measure it, and how to use it for your paid acquisition campaigns, as well as how to optimize those channels including SEM, SEO, and Email Marketing.

Takeaways

• How to set up a proper customer data table
• How to segment a data table by marketing channel, CLV and CAC
• How to structure and run paid acquisition campaigns in SEM, SEO, Email Marketing, Referral, Retargeting, Affiliate and Group Buy
• How to optimize paid acquisition spends through landing page optimization
• How to optimize the conversion funnel for paid acquisition traffic

Session I

• Welcome + Agenda
  
• Customer Data Tables and Segmentation
• Conversion Funnel Best Practices & Optimization
• Landing Page Optimization

Session II

• Paid Acquisition Channels
• Paid Acquisition & Social Data-Referral Programs

Prereqs & Preparation:
A basic understanding of Excel along with a laptop with excel or similar program. (open office/google docs is fine)