Dalston

Showing posts with label Dalston. Show all posts
Showing posts with label Dalston. Show all posts

Tuesday 9 April 2013

Quantitative Decision Making



In my career, I have had the fortune to work with a very diverse set of businesses, from Fortune 100 companies to mom & pop shops, on their marketing efforts.  One commonality I have noticed between successful business of all sizes that allows those business to react nimbly and consistently make strong decisions is that many successful businesses intelligently track and apply data when making decisions.

In the field of marketing, while qualitative elements as extremely important in making a marketer’s message resonate with a target audience, every qualitative decision from the dimension of a banner or the copy of a tag line can be backed up and optimized by quantitative analysis as can a campaign as a whole. Below, I have included two examples of how a Merchant and an Affiliate could use a quantitative approach to calculating their profit in ShareASale.


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MERCHANT SCENARIO:

Ursula sells her own brand of clothing and accessories.  Her average order size is $100 per order.  Her profit margin on an Affiliate driven order is 37.5%.  Ursula wants to know, after she pays a $550 setup fee, how many sales in ShareASale would she need to obtain a profit on her Affiliate marketing campaign.  Ursula uses the below formula to calculate how many Affiliate sales will be the breakeven point for her campaign:

Number of Sales = Setup Cost / (Avegage Order Size x Profit Margin)
or:
Number of Sales = 550.00 / (100.00 x 0.375)
Number of Sales = 550.00 / 37.5
Number of Sales = 14.66
Ursula now knows that, upon her 15th sale, her Affiliate program will become profitable and thus she decides to proceed with the campaign.

AFFILIATE SCENARIO:
Jeremy writes a sports blog and works with a Merchant that sells baseball memorabilia and a second Merchant that sells golf memorabilia.  Jeremy knows a lot about baseball, and it only takes him 2 hour to write a blog post on baseball.  Jeremy has to do more research for his golf articles, and it takes him 4 hours to write a blog post on golf.  Golf memorabilia has a much higher commission rate than baseball memorabilia.  On an average baseball post, Jeremy earns $300 in commissions.  On an average golf post, Jeremy commands $500 in commissions.  Jeremy wants to know which type of post earns a greater return on his investment of time.  Jeremy can create can create a simple ratio to compare his investment of time:

Commissions per Post / Hours to create Post
Baseball:
$300 / 2 hours
$150 per hour
Golf:
$500 / 4 hours
$125 per hour

Even though Jeremy earns more total commission on Golf posts, he earns more per hour writing.  With this information, Jeremy decides to shift more of his writing time to baseball in order to increase his return on investment.

These are just two examples of how a Merchant and how an Affiliate can use quantitative analysis to make positive changes within an affiliate marketing context.  Within the ShareASale platform, ShareASale has created a variety or reporting tools to address data gathering needs – from visits to banners and sales – that can be used in quantitative analysis.  Give our reports a review, asking yourself how you can use each report to better your business.

BY CHRIS RUECKERT - Chris is a 6 year affiliate marketing Merchants in launching their affiliate programs

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London Weird and Wonderful Shops


Shopping, the British high street is the default destination for most of us. Reliable and dependable, the high street provides all our essential requirements in one clean sweep. However, if wonder and excitement are what you’re after from your shopping experience, then you need to explore a little further and luckily for you we’re here to help. Tucked off London’s high streets are some hidden shopping enclaves with weird and wonderful products to tempt the inquisitive. To let you in on our little secrets, The Curiosity Cabinet has selected its top 5 weird and wonderful shops for Art Wednesday readers.

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London’s most weird and wonderful shops are multi-functional stores which simultaneously work as exhibition spaces, shops, cafes, and are often artworks or curiosity cabinets in themselves. They are one-stop shops which stock a cross-over of antiques, fashion and interior products, providing an all-encompassing experience for the shopper. Below are a selection of stores which are bound excite and intrigue the curious in all of us.

Darkroom

As the name suggests, Darkroom is a lab of creative experiments. Combining new design, indigenous and African jewellery pieces with sculptural ceramics and textiles, Dark Room houses pieces that are simultaneously functional and decorative. The necklaces may be either worn on the body or hung on the wall as an ornament.  The well curated environment is a perfect space to peruse the sculptural ornaments, and for contemporary designers to showcase their jewellery, accessories and objects.

Wonderful – Sotis Shallow Large Bowl. This dark, moody ceramic bowl initially appears as a solid vessel yet it is so finely thrown that it is actually light as a feather. The textured, grain-effect of the exterior directly implies organic elements, but the dark, black colouring is obviously the result of the human hand. £275

Weird - Many of the objects sold in Dark Room have a similarly geometric style of clean lines and ethnic influences. This ‘Navajo Black’ Native Line wall hanging is a fine example of an object which is both geometrically bold in its design and materially delicate in its composition. The soft effect of the exposed warp threads and use of brass, gold and silver provides a stunning feature to this intricately woven tapestry inspired by the American Southwest. The tapestry’s designer, Justine Ashbee, is influenced by traditional Navajo patterns indigenous to this mountainous area and the rise and fall of the triangular pattern in this piece is reminiscent of a mountain range. £425

52 Lamb’s Conduit Street, London, WC1N 3LL.



Pelicans & Parrots

Oddly beautiful best describes the intriguing mix of vintage fashion, industrial furniture and antique interiors in stock at Pelicans & Parrots. A global treasure chest of wonderful discoveries, where the new and the old interact seamlessly, Pelicans & Parrots is an intelligently-styled store which lures you into its seductive world. Most of the pieces sold defy categorization, from a beautifully-constructed Ostrich feather headdress from Trinidad, a Tribal monkey skull in a Victorian dome, to a pair of late 80′s electric blue high-wasted ski pants.

Located on the edge of Stoke Newington and Dalston, that part of town where you never know what exciting discovery is next, Pelicans & Parrots has monopolised Dalston’s main stretch by opening an interiors based store and Pelicans & Parrots Black, just down the road, carries a highly-curated range of vintage fashion.

Wonderful - Ostrich feather headdress. Recalling the 1920s costumes of Les Ballets Russes, an Ostrich feather headdress from Trinidad exists as both fashion and art depending on the context in which it finds itself. Whether as a dramatic adornment or a piece of object art, the impressive array of shocking pink feathers, will excite even the most conservative shopper. £295

Weird - Taxidermy peacock. For the curiosity shopper this peacock is the perfect piece. Its exotic cobalt blue and sea green feathers are holographic in their intensity, demonstrating a perfect specimen of the awe-inspiring beauty found in nature. £995

Pelicans & Parrots Black: 81 Stoke Newington road, Dalston, London N16 8AD

Pelicans & Parrots: 40 Stoke Newington Road, Dalston, London N16 7XJ