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online marketing - 6 results in Strategy Centre

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Cost of Revenue – Ecommerce's Dark Secret
IRP Ecommerce Financial Secrets
Ecommerce is going through exceptional growth, but what is lurking beneath the surface of this rise and how can companies navigate these choppy waters?
Published: 13 Aug 2022
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Attribution and Alignment in Ecommerce Teams
Inspiration & Opinion
In ecommerce, the combination of team alignment and a clear attribution model creates far more shareholder value than any technology.
Published: 20 Nov 2018
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The Implications of a Cost of Revenue Accounting Model in Ecommerce
IRP Ecommerce Financial Secrets
It is essential that accountants view online marketing costs as a Cost of Revenue and not an overhead.
Published: 05 Oct 2016
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Why Most Retailers Fail to Cross the Ecommerce Chasm
Inspiration & Opinion
It is very, very difficult for mid-market companies to take the ecommerce opportunity. This article aims to frame the challenge concisely and to outline the steps that companies need to take to make them successful.
Published: 01 Sep 2016
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Online Marketing Fees Should be Assessed as a Cost of Revenue and Not an Overhead
IRP Ecommerce Financial Secrets
Fundamentally, online marketing and web fees should be assessed as a Cost of Revenue and not an Overhead. This is an important thing for company accountants and business owners to understand.
Published: 09 Mar 2016
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Direct Traffic
Marketing & Acquisition
Direct traffic grows as general web traffic grows and it can form a large percentage of total traffic and sales. The importance of the direct channel lies in the fact that it is an unallocated source of traffic.
Published: 23 Mar 2015
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