2005 was a great year for e-business.
Goldman, Sachs & Co., Nielsen//NetRatings, and Harris Interactive Inc. reported online sales grew 30 percent year over year this holiday season. That's great news. If you were one of the businesses that experienced this level of growth (or better), your online business should get lots more attention in 2006. On the downside, you'll be challenged to hit some lofty growth goals.
A few weeks ago, I shared some thoughts and advice on what you should work on in 2006. This week, I want to share some profound wisdom from my friend Sam Decker, former e-commerce and customer-centricity leader at Dell. Decker recently joined Bazaarvoice, a new company providing managed technology and services to bring word of mouth closer to a company's online experience (it's still in stealth mode, and, in full disclosure, I'm an advisor to the company).
Bottom line: when it comes to online success, Decker knows what he's talking about. He spent seven years at Dell, four of them leading the consumer site, Dell.com, to double conversion annually in the midst of a struggling PC industry and online sales slowdown after the dot-com crash. By 2003, Dell's consumer online sales reached $3.5 billion, making it the largest e-commerce site (according to comScore).
For several years, I've tapped Decker's expertise and shared his advice in this column as well as my recent book, "Call to Action." I asked him to reflect on his 13 years of online experience and share his top 10 principles for lasting e-business success. Like orange juice concentrate, below I've attempted to squeeze in as much of Decker's great ideas on e-business strategy, operations, metrics, and merchandising:
I told you Decker knows his stuff. Next, the remaining five bits of wisdom. In the meantime, if you've had successes or failures implementing these concepts, share them with me.
Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
May 22, 2013
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