We’ve made changes to our cross-selling and the time has come to determine the effectiveness of those changes.  The changes were made through common sense; we looked at the organic cross-sales that occurred, compared those to the cross-sell recommendations in our store, and added replaced ineffective cross-sell recommendations with strong organically occurring cross-sales. Simple really.

The difficulty I’m finding is in determining the attributable growth in store sales overall to cross-sell. Does anyone have any tips/tricks to get the numbers to show me something, anything useful at all?

We are very fast growing, in reach, in traffic, in brand awareness, and all those result in sales. Additional to the difficulty, is that when the changes were made we only looked at a handful of products, rather than the entire catalog.

So far my process looks like this: I’ve pulled comparison cross-sell reports and highlighted the products changed. The data has been normalized and I’ve looked specifically at the 2 things

  1. The ratio of cross sell for the changed items against the sales of the originating item
  2. The ratio of sales from cross sell to total sales for the changed item

So I have increases in individual item cross sales, but how can I know how much of an items total growth is due to cross sale growth, especially if total growth outpaced cross sell growth? And how do I take that one step further and extrapolate the growth of the store sales to cross sale growth?


Campaign Tracking

October 24, 2007

I’ve spent a few days thinking over how to track all our various campaigns both internal and external. We set up Site Catalyst, beyond the standard campaign tracking technique, to give us perpetual tracking based on the first internal campaign responded to, and separate reporting based on the most recent campaign response.

I wish Omniture would make a campaign value assignment similar to the page value that already exists. We have so many various email campaigns, adwords, etc that it is quite possible a visitor may respond to multiple campaigns sequentially leading up to a tracked event. It would be nice to see a break down of campaign value for when a campaign doesn’t lead directly to a conversion, but leads to future campaigns (or is at least within the string) that result in conversions.

The most difficult part (which probably wasn’t really that difficult) was determining how to manage ongoing email campaigns. We have a number of standard emails that run based on events, and then of course the weekly and monthly promotions, newsletters etc. How to set up campaigns for those? As individual campaigns for each email? As campaigns based around events that trigger emails?

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