Download - eCommerce AOV How to Show the Data To Measure Marketing Effectiveness

* Avg Order Val Dropped All But 2 Months This Year. So, Use Those Marketing Programs All Year!

E•S•Q Unlimited--Analysis• Insight• Action!Ready to measure your marketing?CallBruce E. Segal• 610-667-8188• [email protected]

Action(from Insight):• Use marketing programs used in July & Au-gust 2009 year round until AOV drops.• Increase pre-season AOV by returning tomarketing efforts used in 07 & 08.Insight(from Analysis):• In past year, we did horrible job selling on-line because in every month AOV is lowestever; except July & August 2009 when AOVis highest ever.

Analysis:• AOV for 2009 fell fell way below AOV for past2 years on every day of week.•In 2009, very few marks are higher than theprior year, median, or even 25th percentile.

Off SeasonJanuary February March April May June In SeasonJuly August September October Post SeasonNovember December2008 2009 2008 2009 2007 2008 2009 2007 2008 2009 2007 2008 2009 2007 2008 2009 2007 2008 2009 2007 2008 2009 2007 2008 2009 2007 2008 2009 2007 2008 2009 2007 2008 2009

$0$10$20$30$40$50$60$70$80

Avg. Daily AO

V ($'s/Order)

Median = 7$31

$42Median = 7$30

$44Median = $38$32$41

Median = $34$29

$45Median = $34$30

$45Median = $37$33

$45 Median = $49$42

$57Median = $65$61

$74Median = $65$64$68

Median = $57$54$63

Median = $41$40$47

Median = $38$33$41

In 2009, only July & August had an AOV higher than the any of theprior years. So use the marketing programs used in these monthsin the other months of the year until YoY AOV drops.

Weekend or WeekdayWeekendWeekday