This is a Quora question I was asked to answer. I don’t look at ROI in terms of consumer products or ecommerce because that number is not as meaningful due to its wide range across categories, channels and geography. EBITDA, net profit margin, payback period, and revenue-to-funding are metrics I prefer. Based on that, [...]
This is a Quora question I was asked to answer. There are a few reasons: Help differentiate the brand better against competitors. You want to capture attention so you use packaging to do that, and if you look like everyone else, then it is hard to do that. Take a walk down a retail aisle [...]
This is a Quora question I was asked to answer. Here’s how I would go about finding customers who will pay the highest price for my products. Direct-to-consumer (DTC) The first thing I would do is create high quality products that customers will rave about. I would create a highly polished brand that looks good [...]
This is a Quora question I was asked and my answer is as follows. The only ways I can think of where this happens is as follows: the existing supplier/vendor is doing a terrible job servicing the retailers and the category buyer is looking for a new vendor to replace them (for example, constant stock-outs, [...]
That's my Vizsla, Zooka at 10-months old. He does not stop for anyone or anything, particularly when he is off-lead having a good time bounding through the snow. The evolving consumer product retail landscape is like Zooka, not stopping for anyone or anything. This post is summarizes the evolving state [...]
In this post I am providing specific instructions for setting up a data science strategy for CPG and consumer product companies. It also includes the following tools: a downloadable template to use as a guide; a dataset of use cases for data in a CPG or consumer product company, to give you ideas for [...]
This was a Quora question I was asked to answer. I’ve not personally thought of or used ROI for channel sales, but I suppose you could. To be clear, when I think of channel sales in context of what I do, which is consumer products, I think of the retail channel, or a subset of [...]
This is a Quora question I was asked to answer. My answer as follows. If I read this correctly, you are asking what is the go-to-market retail strategy for a consumer goods company with snack products. Without knowing anything else, I always suggest starting with direct-to-consumer via online to test the product, its copy, images, [...]
This is a Quora question I was asked to answer. Do you mean the return on ad spend ratio (ROAS)? I have never heard of “advertising to sales” ratio, but it probably means the same thing (revenue or sales divided by advertising spend…not to include media development costs or technology costs, just the costs to [...]
This is a Quora question I was asked to answer. My answer is below. There are many things that can make or break and online retail business but some key ones in my experience are as follows. Marketing Not understanding what your breakeven return on add spend (ROAS) is for each product by channel. This [...]
