Crank Research, Podcast, Tools and our book
How our ecommerce resources are going to change your view on digital.
See our ecommerce resources, from our book, videos, podcasts through to our tools and glossary.
Our Book
Who is it for?
All those who work in digital and need to have a better grasp on metrics.
How will it help me?
It will help you understand the different levels of measurement maturity, the metrics and what they mean and how your and your organisation can improve their culture of measurement through better understanding your ecommerce Resources.
Who is it for?
All those who work in digital and need to have a better grasp on metrics.
How will it help me?
A list of ecommerce Resources in the form ofvideos, downloadable content and research to help you improve your digital measurement knowledge.
Podcasts
Podcasts to uncover the truth about digital
Digital Dirty Talk – Our Podcast
How will it help me?
How it help you . . . it might not, but it will entertain you.
The show hosted by Ben Salmon and Marc Elmer (from War Monkey Digital) focused on the latest things in digital, a pop quiz and with a special guest.
Guests – Podcasts
How will it help me?
See how Crank approaches digital and ecommerce talking about Your Number’s Up, digital measurement and the fun of publishing our first book.
Not forgetting - Digital Glossary for Senior Leaders
Why Read it?
We set out to create a glossary for senior leaders. We wanted to answer the questions senior leaders ask us. No jargon, no technical terms, just plain english. We are growing our Digital Glossary over time. If you want to see the full list of terms click here.
Alternatively click the button below, to see our digital glossary in sections.
Don't forget to check out our book - Your Number's Up!
Getting a grip on Data and Measurement to accelerate your Direct to Consumer ecommerce sales
With 280 pages in total our book is full of actionable material and a foreword by Avinash Kaushik.
We have created a series of tools to help you understand, measure and grow your ecommerce business. These include:
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Defining your digital measurement maturity
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4 x Cheat sheets for improving your ecommerce measurement
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A full glossary of over 60 metrics, understand what they mean and why they are important
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Practical scenarios for diagnosing your ecommerce website
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Common campaign measurement mistakes and challenges and how to overcome them.
Ecommerce benchmarking tool
Why benchmark?
Using industry benchmarks from a number of data sources we created an industry benchmark for ecommerce. This allows you to understand how much headroom or room for improvement you have.
We have build our first versions for Cost per Acquisition (CPA) and Conversion rate.
Check out our ecommerce Resources video library
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Introduction to Your Number's Up! measurement book for direct to consumer organisations
Every ecommerce business should have a very clear understanding of its ‘Contribution from Digital’ number.
This video is an introduction to the book and contents.
This book is aimed at those who work in direct to consumer (DTC) digital who are involved in or have responsibility for an ecommerce website.
Find out more about the book here:
https://wearecrank.com/your-numbers-up-book/?utm_source=youtube&utm_medium=referrer&utm_campaign=yournumbersup
We want to empower those new to ecommerce with what is possible to measure and how this can make a big difference to your ecommerce website’s performance.
For those experienced in ecommerce, we wanted to provide you with a list of metrics and to help you present the right information to your leadership so they take notice, not just another report!
For those who are new to digital, here is your reference manual for measuring your business. It outlines the metrics you need to be looking at, what they mean and how your can take action from them.
#ecommerce #ecommercebusiness #ecommercewebsite #ecommercestore #measurement #digitalmarketing #digital #marketing #marketingdigital #book #yournumbersup -
Analytics in marketing and why nothing ever gets actioned
This is an outline to Analytics in Marketing and why it often fails in businesses.
This is the first of two videos on analytics in marketing, looking at the growth of data, investment in technology and skills, but the lack of action in businesses.
Click on the times below to jump to the relevant section:
0:05 Introduction to the Analytics in marketing and why nothing ever gets actioned
0:14 Trends in analytics in marketing
0:48 Growth in demand for data science skills from Google Trends
1:16 Lack of adoption of data culture and AI from NewVantage Partners
1:59 Why there is a lack of action, the 50/50 resourcing model
2:55 How to resolve the lack of action with the 40/40/20 resourcing model
3:45 Summary and conclusion the 3 things you need to ensure is in place to make your analytics in marketing actionable.
For more information and to learn how to get your analytics in marketing working for you go here:
https://wearecrank.com/digital-marketing-glossary-for-senior-leaders/analytics-in-marketing/?utm_source=youtube&utm_medium=referral&utm_campaign=youtubechannel&utm_term=analyticsinmarketingpart1
#ecommerce #ecommercebusiness #ecommercewebsite #ecommercestore #measurement #digitalmarketing #digital #marketing #marketingdigital #analysis #analytics #googleanalytics -
5 rapid steps to diagnosing your B2B lead generation marketing
This is a how to on diagnosing your lead generation marketing.
This is the second of two videos on lead generation marketing, covering the diagnosis of campaigns. The first video, on monitoring your overall lead generation marketing performance is available here. (https://youtu.be/Vr6pwc-I7H0)
This is aimed at senior marketers and leaders in digital to help them understand how to dig into their campaigns and channels to improve their lead generation marketing.
Click on the times below to jump to the relevant section:
0:04 Introduction to the 5 steps to diagnosing your lead generation marketing
0:15 Step 1 - How did leads arrive on your website?
1:02 Step 2 - What did visitors engage with to become leads?
1:35 Step 3 - What channels performed the best?
2:37 Step 4 - Which is your paid campaigns generated the most leads?
3:26 Step 5 - What paid campaign was the best value for money?
4:16 Summary, recap and review
For more information and to learn how to diagnose your lead generation campaigns go here:
https://wearecrank.com/digital-marketing-glossary-for-senior-leaders/lead-generation/lead-generation-marketing/?utm_source=youtube&utm_medium=organic&utm_campaign=youtubechannel&utm_term=leadgenerationmarketingpart2
#leadgeneration #leadgenerationmarketing #leadgenerationtips #b2b #b2bmarketing #digitalmarketing #digital #marketing #marketingdigital #analysis #analytics #googleanalytics -
2 Innovative approaches to improve your lead generation marketing
Want to know how to monitor your lead generation marketing? Then this video is for you with a walkthrough on understanding your overall lead generation performance.
This is the first of two videos on lead generation marketing. To see our second video, on diagnosing your lead generation marketing performance click here: (https://youtu.be/JW5gQnoxKro).
This is aimed at senior marketers and leaders in digital to help them understand how to understand their B2B lead generation marketing performance.
Click on the times below to jump to the relevant section:
0:03 Introduction to understanding lead generation marketing
0:15 Overview of the metrics and how to understand lead generation marketing performance
1:31 A breakdown of 4 example campaigns and their overall performance
3:10 Summary and review
For more information and to learn how to understand your overall your lead generation performance go here:
https://wearecrank.com/digital-marketing-glossary-for-senior-leaders/lead-generation/lead-generation-marketing/?utm_source=youtube&utm_medium=organic&utm_campaign=youtubechannel&utm_term=leadgenerationmarketingpart1
#leadgeneration #leadgenerationmarketing #leadgenerationtips #b2b #b2bmarketing #digitalmarketing #digital #marketing #marketingdigital #analysis #analytics #googleanalytics -
5 easy ways for you to know your lead generation budget
Struggling to define your lead generation budget? Here we look at how to set your target spend at each stage of the lead generation funnel to help your create your lead generation budget.
There are 5 steps which will guide you through the tasks you need to perform to create your lead generation budgets based on the funnel from our first video. (https://youtu.be/04r39CPwdB8 )
This is aimed at senior marketers and leaders in digital to help them understand how to set their lead generation budget and spend.
Click on the times below to jump to the relevant section:
0:04 Introduction to lead generation budgets
0:12 Step 1 Calculate your overall lead generation budget
0:43 Step 2 Understand the cost per lead or CPL
0:53 Step 3 Work out your spend per marketing qualified lead
1:04 Step 4 Outline your cost per sales opportunity
1:14 Step 5 Knowing your overall marketing spend per won sales deal
1:51 LIVE EXAMPLE: Looking at a real world example for an organisation who need to have a budget of £125,000 to deliver their target revenue.
2:53 Summary and wrap up review
For more information and to learn how to set your own lead generation budgets go here:
https://wearecrank.com/digital-marketing-glossary-for-senior-leaders/lead-generation/?utm_source=youtube&utm_medium=organic&utm_campaign=youtubechannel&utm_term=leadgenerationpart2
#leadgeneration #leadgenerationmarketing #leadgenerationtips #b2b #b2bmarketing #digitalmarketing #digital #marketing #marketingdigital #analysis #analytics #googleanalytics -
4 simple hacks to set your lead generation targets
This walkthrough helps you set your lead generation targets and define your lead generation funnel.
There are 4 steps which will guide you through the tasks you need to perform to create your lead generation funnel.
This is aimed at senior marketers and leaders in digital to help them understand how to set their lead generation goals.
Click on the times below to jump to the relevant section:
0:04 Introduction to lead generation targets
0:12 Step 1 Know your revenue targets
0:30 Step 2 Understand the number of deals you need
0:52 Step 3 Define lead to sales opportunity and your sales win rate
1:11 Step 4 Set out your lead conversion and lead qualification rates
1:21 LIVE EXAMPLE: Looking at a real world example for a business wanting to generate £2.5m in sales
2:34 Summary and wrap up review
For more information and to learn how to set your own lead generation targets go here:
https://wearecrank.com/digital-marketing-glossary-for-senior-leaders/lead-generation/?utm_source=youtube&utm_medium=organic&utm_campaign=youtubechannel&utm_term=leadgenerationpart1
#leadgeneration #leadgenerationmarketing #leadgenerationtips #b2b #b2bmarketing #digitalmarketing #digital #marketing #marketingdigital #analysis #analytics #googleanalytics -
8 Little Tricks In AB Testing To Achieve The Best Results
How do you start out in AB testing? It is a minefield of data and what are my first tests? This comprehensive video will guide you through how to get started in A/B testing. There are 8 steps which will guide you through the tasks you need to perform to create your A B testing plan.
Before you can get your hands on Google Optimize, AB tasty, Monetate or other AB testing tools you will need a define and prioritise your tests, measure them and define what success looks like.
Click on the times below to jump to the relevant section:
0:12 How do you plan the perfect AB testing programme?
1:11 Step 1 Define your test hypothesis
3:23 Step 2 Set out your success criteria
4:22 Step 3 Understand the volume of traffic and test duration
6:00 Step 4 Set out your priorities
7:25 Step 5 Mock up design prototypes
8:59 Step 6 Create the tests in development
10:51 Step 7 Roll out and evaluate your live tests
11:50 Step 8 Push your test into production
For more information and to learn about how to create your own budget for marketing go here:
https://wearecrank.com/digital-marketing-glossary-for-senior-leaders/ab-testing/?utm_source=youtube&utm_medium=organic&utm_campaign=youtubechannel&utm_term=abtesting8steps
#ecommerce #ecommercebusiness #ecommercewebsite #ecommercestore #measurement #digitalmarketing #digital #marketing #marketingdigital #analysis #analytics #googleanalytics #abtesting -
Common Misconceptions About Average Order Value
Starting out in Ecommerce or are new to all of the acronyms? This videos describes what average order value (AoV) is, why it is important to your business and how to start to analyse it.
For more information and to learn about Average Order Value go here: https://wearecrank.com/digital-marketing-glossary-for-senior-leaders/average-order-value/?utm_source=youtube&utm_medium=organic&utm_campaign=youtubechannel&utm_term=definingaverageordervalue
#ecommerce #ecommercebusiness #ecommercewebsite #ecommercestore #measurement #digitalmarketing #digital #marketing #marketingdigital #analysis #analytics #googleanalytics #aov #averageordervalue
Trending Content
Below is content which is popular in the glossary, based on what people are looking at now.
Define: Budgeting for Marketing –Read how to define your marketing budget and determine where it is best to spend your budget for the highest return. Use our 5 step plan to use your data to build your forecast.
Define: Cost per Acquisition (CPA) – Read about one of the most important metrics when setting your marketing budget. Understand if your website traffic is profitable and how to diagnose the unprofitable channels.
Define: Average Order Value (AoV) – Learn about how much customers are spending on your website. Learn how to diagnose which channels are generating the best spend and how much to invest to drive traffic to your website.
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