Google ROPO study provides a great way to visualise customer behaviour
Value/Importance: [rating=4]
Recommended link: Google-GfK-Vodafone study
ROPO is a term coined to describe research published by Google in this study meaning “Research Online Purchase Offline” (although it Research Offline-Purchase Online is another behaviour which can also be important.
This study reviewed the role of the internet in the decision process for mobile & broadband contracts involving the Vodafone website and stores in Germany based on a panel of 16,000 web users and questionnaires about their intent and purchase.
For both of these services, the contract was signed online by around a third of the audience. However, a significant proportion signed the contract offline.
Marketing implications of ROPO visualisation
The matrix presented above is a great framework for evaluating and summarizing multichannel behaviour since it also shows…
A liveblogging summary from ECMOD 2010
Online, Kevin is best known as @minethatdata, his moniker showing his passion for getting the most from your customer and sales data. I has worked at some of the biggest multichannel retailers in the world including Nordstrom, Eddie Bauer, and Lands' End using an analytical driven approach to improve profitability.
I was pleased to be in the audience at the ECMOD Conference to learn from Kevin as he explained his consulting approach of multichannel forensics which he has applied over 50 companies in the last 3 years covering 1 billion purchase transactions!
Challenges of catalogue marketing
On a positive note he revealed that on average c40% of customers should return over time to buy again, the Internet hasn't changed this greatly.
Instead, acquisition is the biggest challenge for majority of his clients - it's becoming harder to acquire new customers through time, e.g. mailing lists are now…
