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Shopper Typologies for Ecommerce

Eric Paquette, Senior Vice President, Copernicus
More and more brands that primarily sell through retail also use their websites to sell direct to customers. A brand’s ecommerce shoppers, however, not only differ in important ways from their retail targets, but also from each other.

Understanding these distinctions is critical to optimizing site effectiveness.

In this webcast, Eric Paquette will describe tools to identify, size, and profile a brand’s ecommerce shoppers and develop strategies to drive increased sales.

He will demonstrate how to:

- Identify the most valuable ecommerce shoppers for your brand
- Understand their needs from the brand’s ecommerce site
- Measure how your site delivers against those needs.
Apr 25 2012
31 mins
Shopper Typologies for Ecommerce
shopper marketing
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    Eric Paquette, Senior Vice President, Copernicus
    More and more brands that primarily sell through retail also use their websites to sell direct to customers. A brand’s ecommerce shoppers, however, not only differ in important ways from their retail targets, but also from each other.

    Understanding these distinctions is critical to optimizing site effectiveness.

    In this webcast, Eric Paquette will describe tools to identify, size, and profile a brand’s ecommerce shoppers and develop strategies to drive increased sales.

    He will demonstrate how to:

    - Identify the most valuable ecommerce shoppers for your brand
    - Understand their needs from the brand’s ecommerce site
    - Measure how your site delivers against those needs.
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    Learn how to:
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    Jeff Maloy, Senior Vice President, Copernicus Marketing Consulting & Research
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    Kevin Clancy, Chairman, Copernicus Marketing Consulting and Research
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    Eric Paquette, Senior Vice President, Copernicus Marketing Consulting & Research
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  • Setting Clear & Effective Objectives for Your Marketing Strategy Recorded: Jan 26 2011 34 mins
    Peter Krieg, President and CEO, Copernicus Marketing Consulting & Research
    While every marketer on the planet may share the same goal to grow sales, market share, and profitability this year, they each have to map out the most effective way for their brand to get there.

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    • Create a simple, but effective “model” of how your marketing works.

    • Pinpoint if the drag on your brand’s performance comes from your targeting strategy, advertising creative, brand positioning, or the product itself.

    • Realistically estimate how many people will ever even become aware of your campaign.

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    Kevin Clancy, Chairman, Copernicus Marketing Consulting & Research
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    • Creating a motivational brand vision that both rallies and focuses the entire company.
    • Discovering how long-term demographic trends will impact the performance of their brand or company.
    • Learning how to typologize both buyer segments and channels of distribution in order to maximize the power of marketing programs.

    Tune in to learn about what you can do in January to take advantage of new opportunities in 2011 and beyond.
  • Positioning SOS Recorded: Oct 27 2010 29 mins
    Kevin Clancy, Chairman, Copernicus Marketing Consulting & Research
    Some in the industry have started to suggest that in the digital age it's just not necessary for brands to offer a clear, compelling positioning anymore.

    In this complimentary webcast, Kevin Clancy will offer a mix of case histories, examples, and approaches to demonstrate why having a strong positioning these days is more—not less—important than ever.

    He will make the business case for positioning and show you:

    • How most brands today lack a positioning.
    • How positioning is related to the classic definition of marketing—solving customers’ problems.
    • Why you should consider both tangible and intangible reasons to believe in your brand.
    • How to use the perceptions of your brand and those of competitors’ to help you identify areas of opportunity.

    This talk will provide you with a solid understanding of how to identify unique positioning opportunities that your company or brand can use to breakthrough all the competitive clutter.
  • Activating Your Market Segmentation Recorded: Sep 29 2010 34 mins
    Henry Gamse, Senior Vice President, Copernicus Marketing Consulting and Research
    Too often, the end results of market segmentation research end up collecting dust on a marketing manager’s bookshelf. Why? Because he or she cannot use the results to identify the segments and bring them to life in the real world.

    In this webcast, Copernicus’ in-house market segmentation guru Henry Gamse will help you turn this situation around.

    In this presentation, you will learn about:

    • Ways to identify and leverage your segments in real world situations.
    • A variety of databases where your segments can be accurately classified, profiled, and reached through targeted marketing efforts.
    • Techniques to accurately recruit the segment members you want for more profitable sales or future research.
    • Understanding your options and prioritizing your goals for fully leveraging the segments in the real world.
  • 7 Questions to Ask About Buyers In Your Category or Industry Recorded: Aug 26 2010 31 mins
    Jeff Maloy, Senior Vice President, Copernicus Marketing Consulting & Research
    It’s one of the most basic decisions you have to make—who to target with sales and marketing efforts? Sounds simple enough, but finding the “best customers”—the ones most open and profitable to your brand—and motivating them to buy is a pretty complex operation.

    In this webcast, Jeff Maloy will give you seven questions to ask about the buyers in your category or industry to ensure you grab the attention and share of wallet of the cream of the crop.

    A former brand manager at some of the leading CPG companies in the world, Jeff will focus on the information and insights you can collect with good marketing research that will give you a comprehensive sense of:

    • The sales potential of different customer groups
    • Their interest in new products and services from your brand
    • Their likelihood to advocate for your brand
  • Super-Influentials: New Insights for Reaching Them on the Web Recorded: Jul 14 2010 31 mins
    Kevin Clancy, Chairman, Copernicus Marketing Consulting and Research
    Smart marketers regularly seek out “super-influentials,” the people who tell friends and neighbors what and where to buy and have an impact on an increasing number of purchase decisions. According to a brand new study, blogs are an important social media tool for impacting this key communications target.

    In this presentation, Kevin Clancy will present the findings of an in-depth Copernicus investigation that for the first time confirms a strong relationship between blogging behavior and personal influence across a broad range of categories.

    Get insights into:

    • The blogging behavior of Americans in general.
    • The relationship between blogging and cross-category personal influence.
    • How to identify super-influentials in your category or industry.
    • Demographics and personal characteristics of cross-category super influencers.
    • The product/service categories where the relationship between blogging behavior and influence is particularly strong.
    • Integrating information about the digital and social behaviors of key targets into marketing plans.
  • Build Your Brand Like One of the Big Boys Recorded: Jun 24 2010 33 mins
    Peter Krieg, President & CEO, Copernicus Marketing Consulting & Research
    You don't have to sit on the sidelines enviously watching major brands grow sales, profits, and loyalty anymore. You can build your brand like one of the big boys too!

    Recognized as one of American's leading marketing consultants, Peter Krieg will describe the 7 key components typically found in the marketing strategies behind some of the most successful brands around the world.

    In this free webcast, you will learn about:

    • Why it pays to build a strong brand
    • Common branding problems that often undermine success
    • Tools and approaches

    Drawing on more than 30 years of experience working with Fortune 500 companies across B2C and B2B industries, Peter will outline a process for pulling together the critical pieces into a strategy that can help your brand achieve dominant market player status.
Lively, topical webcasts for B2C and B2B marketers.
Tune in for helpful how-to information and big-picture perspectives on burning marketing and business issues from Copernicus' digitally saavy senior consultants and guests.

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