TRU E Commerce Business
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Transcript of TRU E Commerce Business
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Toys “R” Us
Comprehensive BriefE-Commerce Strategies
4Q FY 2008By
Anam Ali
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On-Line Strategy Pyramid Constructing TRU Value Proposition Measuring Campaign Success Implementing interactive marketing strategy with TRU
cross functional units
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Interactive Channels Email Marketing Strategy & Creative Process SEO Optimization Driving SEO activities to gain marketing & PR objectives Optimization of web related activities, design, & digital
marketing efforts Visitor traffic, click through by product type &
conversion rate Campaign development & optimization Content for TRU Users not Search Engines
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Advanced Action Steps Evaluate at the campaign level Planning Customer Experience Evaluate at the Product Level Using Conversion rate to improve the
campaign Investing across the buying cycle Evaluating & picking most efficient
conversion types of Direct, Deferred, Indirect
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On-Line Strategy Flow Analyzing TRU site, website design Selecting Keywords most relevant to TRU customers Review of TRU/BRU offerings using all products &
services to generate keywords. Utilizing Buying Cycle to increase site traffic & time on
site Consider what TRU wants customers to do? Better
informed about the product or make a purchase? URL specific to search
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Tracking Conversion
• Goal Type: Successful Transaction- URL Destination- Time on Site Pages Visited• Number of Downloads, sign ups &
sales• Contact Form: Success Page (User lands on Home
pg Contact form Fills Submit Success pg)
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View Conversion Counter Data
Account Summary Page Manage Categories Page Activate Content Match Manage Bids Page Manage Listing Page & Reports URL Activity Detail Search Term Summary
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Interactive Marketing Analytics
Measuring Campaign Effectiveness Interactive Marketing Metrics Sales Cycle & Funnel Analysis Planning Customer experience by
user scenarios New vs. Repeated Business
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Interactive Marketing Strategy Flow
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Campaign Development
Form a 4QTR Action Plan Create a TRU Program Brief Develop Seasonal Timeline & Budget Develop Content Plan Design Test & Control Track Program Performance Analyze Campaign Results
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Conclusion To optimize on-line marketing strategy,
interactive marketing tools coinciding with business goals
To increase interactive marketing analytics, response, conversions, sales leads through cost effective measures
Driving SEO activities to achieve marketing & PR objectives
Focusing on content match, E-mail, Direct