The Background of an Industry Without Accountability
Remove the noise and eCommerce is about TRADING for PROFIT. That profit comes from a combination of Tactics, Services and Technology - but what it really comes from is some very basic MATHS (that matches all forms of retail).
VISITORS X CONVERSION RATE X AOV = SALES
Up to now if you want a job where you can earn well and avoid accountability - start a Digital Marketing Agency. You can claim expert status overnight - Google, Tiktok and Facebook will back you 100%. The more inefficient you are at wasting a Merchant's money on advertising - the more Facebook and Google will make in advertising Fees. They have your back!
Keep things vague, blame others, pepper conversations with abstract terms like SEO as required - & make sure to keep Sales Attribution as complex as possible. When results look BAD and you feel cornered by a Merchant questioning profits - suggest replacing technology and point to a bright future if they stick with you. Tell them campaigns will "kick in"….. hold on tightly and hope they keep paying your bills.
And then you also have a critical issue that Good Agencies cannot differentiate easily from Bad Agencies. Now we see the problem - let's look at how to transform a self serving industry to one based on Merchant Profit.
Services Largely Determine eCommerce Profit
How has IRP Solved Ecommerce Visibility?
IRP solves visibility of eCommerce performance through DATA. HOW?
1. When you MEASURE costs and sales you can COMPARE
When you accurately measure costs and sales universally for Merchants in all channels with a standard attribution - you can compare the costs and sales generated by each Service Provider. With that dataset - on every Single Provider and every single service - you now have the logical starting Dataset to solve eCommerce.
2. When you COMPARE you know relative PERFORMANCE
In an industry that currently compares apples with oranges, when you simply compare apples with apples it reveals the core performance data. This creates transparency where everyone’s performance is measured, known, compared and ranked. Relative performance is then known by all with complete transparency.
3. When you know Relative PERFORMANCE you can select the best TEAM
Universal measurement means that Team and service comparison is consistent across the entire market. When everyone's performance is known by all with total transparency you know how good your Team is versus their peers doing the same job. Selection of services like PPC can be based entirely on the basis of performance.
4. When you select the best TEAM you make PROFIT
When you have selected the best Team Players - whether eCommerce Managers or Service Providers - your results will be better than your competition. You will take market share, create sales growth and profits . The Data and Service Marketplace that IRP offers provides a logical foundation for profit.... and creates the basis for your Happiness.
5. When you make PROFIT you are HAPPY
Well…. this final step of being HAPPY noone can guarantee - but what we do know is that by building the right team of Professionals based on DATA - you will be happier than any other outdated form of eCommerce based on guesswork.
For those with time to read the maths behind profits you can read these here and here.
People say MONEY doesn’t make you HAPPY... but it sure helps
Conclusion - Comparison and Data bring Clarity
The IRP Trading Terminal and Service Marketplace are problematic to anyone not delivering the Merchant profit.
This includes underperforming Agencies and Teams - but it also includes channels like Tiktok and Facebook. Tiktok and Facebook rarely contribute profit and are actively rigging their attribution models to claim sales and profits that they did not generate.
Integrating the Service Marketplace directly into the Trading Terminal keeps Merchants aware of their traffic costs and empowers merchants to make service choices based on Profit all in real time. This makes eCommerce accountable, logical and profitable.
cCommerce is in need of reform - IRP helps by exposing the only thing that ultimately matters in eCommerce - MERCHANT NET PROFIT
Review our IRP Market Data...
