Crank Research, Podcast, Tools and our book
How our ecommerce Resources are going to change your Business Strategies.
See our ecommerce resources, from our research, tools on measuring your maturity, and our recently released book Your Number's Up!
Reading fun
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.
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 videos, downloadable content and research to help you improve your digital measurement knowledge.
Our Podcast
Our podcast to uncover the truth about digital
Digital Dirty Talk – The Podcast
Who is it for?
Anyone involved in Digital
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.
Our Ecommerce Tools
2 tools to assess your Ecommerce maturity
Who is it for?
CFOs and Ecommerce Directors
How will it help me?
Want to know how good you are at forecasting and budgeting, then this is the tool for you. We assess your forecasting and budgeting maturity and compare you to others in the industry. We give you a bespoke plan broken down into 4 key areas. This will help you look at the different disciplines which make up marketing budgeting and how to improve in bite size steps.
Who is it for?
Ecommerce leadership and teams
How will it help me?
We have built a benchmarking tool. We have gathered data from a number of different industry sources and have build a tool which will allow you to compare your performance to a number of industries. We have started with Cost per acquisition and conversion rate.
Training, coaching & consultancy
Training and Coaching
Who is it for?
Teams responsible for growth
How will it help me?
Help you understand and be able to talk in detail about the numbers and actions that matter. Providing clarity on building effective; benchmarking and measuring your ecommerce performance.
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.
Forecasting and Budgeting assessment tool
Why take the assessment?
Using data from our Marketing and Budgeting forecasting research we decided to create an assessment tool. We wanted to create a tool rather than a report to help people assess their maturity and get a set of personalised actions, unique to them, to help improve.
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.
We would love to get your feedback about our research
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What did you like?
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What did you not like?
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What would is missing and would you like us to create?
Drop us a note with your feedback
Check out our 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. -
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 -
5 tips to know you’re budgeting for marketing the right way
Do you have to set your marketing budget, but don't know where to start? In this video we run through 5 simple steps which will guide you through the tasks you need to perform to create your budget for marketing.
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/budgeting-for-marketing/#Budgeting_for_Marketing/?utm_source=youtube&utm_medium=organic&utm_campaign=youtubechannel&utm_term=budgetingformarketing5steps -
4 top tips to analysing your average order value
This video is about analysing average order value to know how to increase visitor spend. We want to explain how you can get the most for each of your marketing channels. It will help you segment your marketing channels to understand the right offers and price point to maximise your Average Order Value.
For more information 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=aveageordervaluediagnose -
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 -
3 Conversion Rate Secrets Nobody Will Tell You About
This video is for senior marketers and leaders in digital to help them understand conversion rate.
It will help you analyse and understand why your conversion rate is low and how to diagnose where the issue might lie.
For more information and to learn how to analyse conversion rate and to understand more about it go here:
https://wearecrank.com/digital-marketing-glossary-for-senior-leaders/conversion-rate/?utm_source=youtube&utm_medium=organic&utm_campaign=youtubechannel&utm_term=analysingconversionrate -
Everything Marketers Need To Know About Bounce Rate
Our digital glossary for senior leaders seeks to explain common digital marketing terms.
This video is for senior marketers and leaders in digital to understand digital terminology and to help them steer their teams to focus on the right things.
This video is about bounce rate, what it is and how you can tell your teams what to look at.
For more information to learn about Bounce Rate go here:
https://wearecrank.com/digital-marketing-glossary/bounce-rate/?utm_source=youtube&utm_medium=organic&utm_campaign=youtubechannel&utm_term=bounceratedescription -
Best ways to diagnose Cost Per Acquisition to stop losing money
Our digital glossary for senior leaders series seeks to explain common digital marketing terms.
This video is for senior marketers and leaders in digital to diagnose key digital metrics, to help understand where issues lie or where to focus their teams.
This video is about cost per acquisition. We want to explain how you can find a profitable channel vs a losing making channel.
For more information to learn about Cost per Acquisition go here:
https://wearecrank.com/digital-marketing-glossary-for-senior-leaders/cost-per-acquisition/?utm_source=youtube&utm_medium=organic&utm_campaign=youtubechannel&utm_term=costperacquisitiondiagnose -
What I wish everyone knew about Cost Per Acquisition
Our digital glossary for senior leaders series seeks to explain common digital marketing terms.
This video is for senior marketers and leaders in digital to understand digital terminology and to help them steer their teams to focus on the right things.
This video is about cost per acquisition. We want to explain how you can calculate it, what is best practice, give you some example benchmarks and tell you how to identify your Cost per Acquisition (CPA.)
For more information to learn about Cost per Acquisition go here:
https://wearecrank.com/digital-marketing-glossary-for-senior-leaders/cost-per-acquisition/?utm_source=youtube&utm_medium=organic&utm_campaign=youtubechannel&utm_term=costperacquisitiondescription -
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 -
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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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