Category Archives: analytics

we are hard-wired for ‘same day’

Much of the heat around the Walmart and ‘eBay Now‘ plans to test same-day shipping has been generated through the positioning of these efforts as a ‘retail/e-tail battle royale’ with pretty much everyone against Amazon.

Rebecca Greenfield at The Atlantic writes: “Walmart will send Internet-purchased items to you the very same day as online check-out, in 5 select cities…Amazon already offers that same quick delivery time in 10 cities…Walmart [has] 4,000 stores primed for this delivery option…Amazon…40 warehouse distribution centers. That means Walmart could offer same-day delivery to a lot more people in far more obscure places.”

Game on!

There are operational and logistical hurdles to overcome (and Amazon’s done this “e-mmediate” thing before – remember Kosmo?), but with the global near-ubiquity of mobile, marketers should pay close attention: when you can impulse-buy anywhere there’s a data up/down, every brand impression is a potential point-of-sale.

Imagine: on your lunch break, you see a Coca-Cola awning – a minute with your mobile, and Amazon ‘Same-day’ has a case waiting on your doorstep when you get back from work. All the light touches that add up to our personal brand experiences – vending machines, retail signage, delivery trucks, packaging, social media, and yes, advertising – are purchase-enabled product shelving in the infinite aisle of Amazon.

(And people LIKE instant gratification – the more instant the better. We are hard-wired for same-day. That’s why 3-d printing is the next industrial revolution and all this will change again.)

Granular sales attribution to individual brand expressions may be hellish, but if Amazon, eBay and Walmart (and their partners) enable infinite-shelf impulse-buy, could this be a way for CMO’s to use their brand footprints in entirely new ways to drive revenue? Could an unintended consequence of “Same Day” be a reconsideration of the right column for ‘Marketing’ on the P&L (revenue, instead of expense?), and with it, a reconsideration of the value of brand communications in the overall revenue mix?

I think it’s cool to get stuff the same day. Or even better: yesterday.

what do you think?



The web is full of tools

You had to got here, didn't you?  No really.  We are seeing lots of really interesting (free) tools emerging from the mist to help savvy marketers track their meme-contrails in digi-space.  A host of them I've used in the past week: Enables you to track WHO has sent a particular URL around, as well as the method folks used (email, IM, twitter, etc.).  Great way to see not only what's buzzing but who's buzzing about it.

Tweepz: Lot of folks let you search the content of tweets, Tweepz let's use search Twitter profiles for user's particular predilictions – the only problem being, of course, that the tool will only let you search what they've chosen to make explicit, and yes, Virginia, tastes changes and not everyone reveals everything – still, great as a directional tool and one that lets you rank by #followers, #following, etc. I'm still reeling with this one – grab any URL, add a '+' after it and drop it in your browser bar and get all the info behind that link.  Given their default position within twitter (and tweetdeck) this is the first of many analytics tools for tracking mini-URL propagation, and giving folks a glimpse into the new frontier of real time idea propagation.