E-commerce Marketing Touchpoints, Channels, Funnels and Attribution

Rarely will a buyer click your advertisement, fill in the details, read a blog post, then purchase your product in one single continuous journey; the journey is just not that linear. Customers evolve w.r.t. their awareness, trial, usage and brand/product loyalty across time and across devices and platforms. Therefore, how you want to develop a touchpoint …

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The Psychology of Cart Abandonments

eCommerce cart abandonment is when online shoppers add items to the shopping cart, and then leave your site before completing the purchase. Category Managers witness that one of the primary reasons for a dip in purchase conversion is an increase in abandoned carts. While one witnesses statistics that 80% of the cart additions gets abandoned …

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How e-commerce merchandising teams study various customer cohorts to devise merchandising strategies that drive discovery and shape demand?

Merchandising essentially is answering the question of what products should we show to which customers. Merchandisers should show the right products to the right customers at the right time and drive maximum CTRs and conversions on various pages and slots on the website. Broadly, for any e-commerce website, there are customers coming and searching (showing …

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Whether to Expense or Capitalize An Expenditure

A capitalized cost is an expense that is added to the cost basis a fixed asset on a company's balance sheet. Capitalized costs are incurred when building or financing fixed assets. Capitalized costs are not expensed in the period they were incurred but recognized over a period of time via depreciation or amortization. A fixed …

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Cost of Capital and IRR, Explained!

When you take a loan, you pay an EMI for the loan at a specific rate of interest, which is the bank's rate of return. Similarly, when you invest in a home and lease it to a tenant, the returns you get are the monthly rent and the final underlying asset value. So, each investment …

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Why shouldn’t companies use equity for working capital requirements?

Companies requiring funds can categorize all their requirements essentially into two buckets, debt financing and equity financing. Typically, debt financing involves borrowing funds from a bank or from the general public by issuing bonds. Equity financing includes selling shares of stock or taking on additional owners. The one common mistake entrepreneurs make is thinking that these …

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Life lessons from Sportsmen and Sports

I've always found sportsmen's life very interesting. I believe that a sportsman's life encapsulates in a short span of 10-15 years everything that normal people see in their lifetime. They almost live in a fast forward mode. I just love the passion sportsmen exhibit on the field and the fire in the belly they have …

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