January 29th, 2015
By now, big retailers have dumped the last of their holiday decorations and e-marketers have already started making plans to boost revenue the next time around.
This makes it the most wonderful time if the year to look at the data to find out what worked and what didn’t in e-commerce for the 2014 holiday season. Conveniently, two predictive marketing vendors, Custora and Kenshoo, just released complementary studies that are chock full or data points.
Taken together, they confirmed the generalities that other studies have reported: e-commerce is growing rapidly, mobile is grabbing a bigger share the pie and desktop is still dominant. However, they also threw in some granular details about such things as ROI on paid search, revenue in social channels and the growing role of product listing ads (PLA) in the increasingly competitive e-commerce marketplace.