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RE: Compendium of Industry benchmarks (jungle.com)

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Subject:  RE: Compendium of Industry benchmarks (jungle.com)
Author:   Alex Chudnovsky:   view profile | all posts by this author | add to favourites
Date:   23:01:37 1 April 2003
 
> Very interesting stuff, in particular the uplift you got with
>your 'unique' targeting

;-) It was unique to the best of my knowledge, some things get developed at the same time and people don't know about it for a long period of time. I am not particularly bothered by who did it first, its fine by me to know what needs to be done to maximize sales. Naturally I am always on a lookout for new stuff.

>I have been trying to quantify the uplift companies have
>got by using viewing history as a targeting criteria (e.g.
>response to an email offering product 'X' from people who
>looked at that product yesterday but didn't buy it Vs the
>response you get by emailing the same message to all
>registered users)

In a nutshell thats the thing. Our first targeted email based on browsing history went out in June 2001. Thats almost 2 years ago, back then pretty much no UK B2C company did that. Amazon started using browsing history on the website only recently, and to the best of my knowledge they have not started using it in emails even now, I cant be certain about it however, since my main job was to maximize sales not analyse what competitor with 8 digit R&D budget can do :-(

What was unique you may ask? Well, once you establish that targeting using browsing history gives great results, you will want to do it all the time. And thats when you realise that you only track a fraction of customer on your site. Thing is, to target using browsing history you need to know who is browsing website at all time! Sure there are thigns such as auto-login, but even with this feature numebr of people who you are effectively tracking can be less than 5%! We had about 10-12% or so, but with some mods we increased it to over 50%. There were also some bits and pieces about being smart about usage of actual data, but these are details.

>Do you have any results of that type you could share with
>me?

Ask specific questions, I will try my best to give good answer.
 
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  • Compendium of Industry benchmarks, Ashley , 21 Mar 13:55
    A question that is often asked: "What is the industry standard for conversion rates / click through rates / drop out rates / traffic levels etc. etc.?" Most companies are only n ...
    • Compendium of Industry benchmarks, Barney , 24 Mar 11:01
      Hi Ashley.... I find these benchmarks very useful and agree with most of your estimates. Here are a couple of other benchmarks that could be useful: a) Percentage of traffic co ...
      • RE: Compendium of Industry benchmarks, Ashley , 24 Mar 17:59
        Thanks for those Barney - very interesting. I would say your average pages per visit was a bit high? My benchmark there would be 5-7. Perhaps it is more in your sector - all th ...
        • RE: Compendium of Industry benchmarks, robinedwards, 24 Mar 18:09
          From our sector (e-commerce, mainly B2C) the oft-quoted benchmark for browse to buy is 1-2% Many quote higher, and our mission is to get people there, but something to bear in m ...
          • RE: Compendium of Industry benchmarks, Ashley , 24 Mar 18:21
            Hi Robin I entirely agree about the need for sub-segmentation as you suggest. Care to bandy some figures around then for the segments you put forward? I haven't checked with ...
        • RE: Compendium of Industry benchmarks, Barney , 25 Mar 09:40
          My page views could be high... these are "entertainment sites", but this is a fairly solid benchmark for sites in this sector - probably simply reflecting the number of interesting ...
    • RE: Compendium of Industry benchmarks (jungle.com), Alex Chudnovsky, 27 Mar 10:39
      The following stats are based on about 1,200 email campaigns that I was involved with in the last 3 years in Jungle.com: CTR Conversion SalesPerEmail, £ Non-targeted: 2-4% ...
      • RE: Compendium of Industry benchmarks (jungle.com), silversurfer, 1 Apr 12:36
        I think this is all great stuff - but - it’s important that you consider cash in (gross profit) and cash out (operating expenses) alongside these numbers. Perhaps a few KPI's I ...
        • RE: Compendium of Industry benchmarks (jungle.com), Alex Chudnovsky, 1 Apr 13:19
          I'd like to apologize for providing not KPIs but general email marketing stats. I'd like to fix my error now. The KPIs that we used back in Jungle.com were (in no particular ord ...
          • RE: Compendium of Industry benchmarks (jungle.com), silversurfer, 1 Apr 13:57
            That's great - re industry benchmarks & KPI's. If you were to select 5 top line KEY performance indicators (industry benchmarks) which would they be? On 13:19:08 1 April ...
            • RE: Compendium of Industry benchmarks (jungle.com), Alex Chudnovsky, 1 Apr 14:23
              >If you were to select 5 top line KEY performance >indicators (industry benchmarks) which would they be? All of them and some more I omitted:-) But if you insist then my m ...
              • Philosopy and productitivty, silversurfer, 1 Apr 15:17
                I see - my last point on this ;-) So the aim of each business is to manage these numbers, are we clear how this should be conducted? Which department has critical dependence – ( ...
                • Philosophy and productivity -, silversurfer, 1 Apr 15:22
                  Philosophy and productivity - sorry typos.. On 15:17:18 1 April 2003 silversurfer wrote: >I see - my last point on this ;-) > >So the aim of each business is to manage these ...
                • Philosopy and productitivty, Alex Chudnovsky, 1 Apr 22:49
                  >So the aim of each business is to manage these numbers, >are we clear how this should be conducted? Unlike math this industry is too young to have something definate and cert ...
                  • 5 Phase planning, silversurfer, 2 Apr 11:10
                    That’s all very interesting stuff. I think you hit on a very good point here - this business sector is NOT a science and it need not be - but many have tried to make it so. Whil ...
                    • 5 Phase planning, Alex Chudnovsky, 3 Apr 09:23
                      >I think you hit on a very good point here - this business >sector is NOT a science and it need not be - but many have >tried to make it so. I don't think its wrong to think ...
      • RE: Compendium of Industry benchmarks (jungle.com), Martin Wright, 1 Apr 18:42
        Very interesting stuff, in particular the uplift you got with your 'unique' targeting. I have been trying to quantify the uplift companies have got by using viewing history as ...
        • RE: Compendium of Industry benchmarks (jungle.com), Alex Chudnovsky, 1 Apr 23:01
          > Very interesting stuff, in particular the uplift you got with >your 'unique' targeting ;-) It was unique to the best of my knowledge, some things get developed at the same t ...
    • Customer Acquisition Costs by sector, Ashley , 24 Apr 14:37
      Just came across a piece by Howard Seibel, Managing Director of Wharton Strategic Services which gives sample customer acquisition costs from various sources across the following s ...
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