Untangling the Web
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Untangling the Web
News and Articles on SEO, Conversion Optimisation (MVT, A/B Testing, Multi-page Testing), Digital Marketing, NeuroMarketing, Social Media, Brand Outreach, Sentiment Analysis, Big Data Analytics, Google Analytics etc
Curated by Ashish Umre
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Akosha: Chat With Business Real Time

Akosha: Chat With Business Real Time | Untangling the Web | Scoop.it
Akosha is driven towards raising the voice of the consumers & getting their complaints resolved. We take every consumer complaint personally and ensure that we do everything that we can to get the consumer complaints resolved.
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101 Viral Marketing Tools. Course 1 - Introduction to 101 Viral Marketing tools

101 Viral Marketing Tools. Course 1 - Introduction to 101 Viral Marketing tools | Untangling the Web | Scoop.it

Creating viral marketing products and services. Everything that gives your customers tools, reasons & incentives to be viral should be considered viral. This course will offers 35 very specific tools and examples of how to do that, more is coming in Igor’s new book 101 Viral Marketing Tools.

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3 Actionable Ways to Get Your Site Mobile Ready Before 21st April

3 Actionable Ways to Get Your Site Mobile Ready Before 21st April | Untangling the Web | Scoop.it

On 21st April, 2015 the Google algorithm will be expanding its use of mobile-friendliness as a ranking signal for searches on mobile devices. 

This announcement is no surprise since Google continually factors in user experience into ranking evaluations, and mobile internet searches have increased dramatically over the last few years. The web design team at New Design Group has worked on three actionable ways to get your website mobile ready.

 


Via Kamal Bennani
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Product Recommendations: The 3 Ps (Presentation/Populate/Persuade) of Cross Selling in the Cart

Product Recommendations: The 3 Ps (Presentation/Populate/Persuade) of Cross Selling in the Cart | Untangling the Web | Scoop.it
The 3 Ps of Cross Selling in the Cart - checkout optimization, value propositions Checkout, Merchandising
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Atterbury forms new technology company, FATTi, to lead shopping centres into the future

Atterbury forms new technology company, FATTi, to lead shopping centres into the future | Untangling the Web | Scoop.it
Atterbury today announced the creation of a new technology company to drive its initiative to best understand consumer behaviour at shopping centres, by engaging with customers through multiple digital media.

The new company is called FATTi, coined by combining the words Wi-Fi and Atterbury, and is managed by Adrian Maguire. Negotiations are currently at an advanced stage with a number of different mall owners, such as Attacq, to roll out this technology at their various malls.

FATTi has deployed a solution that enables site analytics, giving Atterbury and their partners’ retail property managers an all-round view of shopping centre performance and customer behaviour. This will help it create better shopping experiences, which means happier customers. The result: better enjoyed and better performing shopping malls.
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Exceeding Mobile Expectations: You Need More Than An App

Exceeding Mobile Expectations: You Need More Than An App | Untangling the Web | Scoop.it
Apple’s widely successful, trademarked, and oft-quoted “There’s an App for That” campaign spoke well to mobile device users and technophiles of early 2009, seemingly creating an app-happy culture: we now wake up to our favorite music, catch up on news and emails on our commutes, and wind down with Facebook or a good Netflix binge all thanks to our mobile apps.

But the aforementioned applications are only examples of an extended web, desk or laptop experience: they’re typically all digital born-and-bred brands in which our interactions begin and end on internet-enabled devices. Conversely, retailers and service providers — brands whose roots aren’t nestled among the dotcom-only giants face a far greater challenge in effectively reaching the new consumer while staying true to their own histories and cultures.
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Staying Ahead of the Customer: Retail Transformation and Reinvention

Staying Ahead of the Customer: Retail Transformation and Reinvention | Untangling the Web | Scoop.it
Traditional retailers face an increasingly urgent need to reinvent multiple aspects of their businesses to ensure that their models are competitively viable today and sustainable for the future.
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Nielsen Releases First Multicultural 'Super Consumer' Report

With multicultural consumer spending in the United States today at $3.4 trillion, this "super consumer" group has tremendous impact on U.S. mainstream culture, according to a Nielsen report released today. The report, The Multicultural Edge: Rising Super Consumers, identifies multicultural consumers as the most dynamic and fasting growing segment of the U.S. consumer economy.

"The Multicultural Edge: Rising Super Consumers report builds on Nielsen's previous series of reports on the attitudes and spending behaviors of African-American, Asian American and Hispanic consumers," says Monica Gil, senior vice president and general manager of Multicultural Growth and Strategy, Nielsen. "The unprecedented influence of multicultural consumers on the behavior of non-multicultural shoppers is upending outdated assumptions and enlarging and expanding the multicultural market opportunity, which may be the key to the future."

The report identifies multicultural Super Consumers, which refer to the top 10% of households who drive at least 30% of sales, 40% of growth and 50% of profits of any consumer product category. The report suggests that by understanding the cultural essence that drives multicultural super consumer behavior today, marketers and advertisers can better understand future market trends.
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Amazon does the unthinkable, opens its first brick and mortar store

Amazon does the unthinkable, opens its first brick and mortar store | Untangling the Web | Scoop.it
Yes you read it right. A Brick & Mortar Retail store is the newest trick that Amazon has pulled out of its hat. The worlds “Everything Store” is finally toying with the idea of opening physical store and has setup its pilot in Purdue University in US.

The concept is simple yet innovative where the student can order a book and then pick it up the next day, there is no physical item for sale in the store though. According to a statement released by Paul Ryder, VP of media and student programs at Amazon: “Students can order everything from “textbooks, laptops, or mac and cheese”, and this is just the start because Amazon is planning three more locations by mid of 2015.

So now what happens to those who are all betting on online retail to change the face of the Consumer marketplace? To be precise, what about the thousands of online retailers popping up every day in Indian online landscape that promise to deliver astronomical profits through their online sales? Is there really a pot of gold at the end of the rainbow of online retail in India? It is a question not only for the Indian market but also for every other market in the world where online retail and use of technology is growing for shopping.
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Jack Ma’s Alibaba enters India by buying 25% stake in Paytm  

Jack Ma’s Alibaba enters India by buying 25% stake in Paytm   | Untangling the Web | Scoop.it
Alibaba backed Ant Financial Services Group and One97 Communications (One97), which runs mobile payment and commerce platform Paytm, announced a strategic agreement that will see Ant Financial take a 25 percent stake in One97 to support the growth of mobile payment and commerce platform in India.

According to media reports Alibaba pumped in about $575 million in Paytm to acquire 25 percent stake in Noida based company. However, Paytm and Alibaba haven’t confirm it yet.
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Can retailers bring personalisation from clicks to bricks?

A personalised online shopping experience powered by simple data collection is rapidly becoming a must-have for retailers.

 

In the past year alone, there was a spike in customer expectations for personalisationacross all shopping channels and it became critical for retailers to innovate in terms of customer experience in order to keep those shoppers engaged.

 

Recommended products and wish lists have become commonplace online, but can this model of personalisation transfer to bricks-and-mortar?

 

Clearly, the application of personalisation to the physical world has the potential to be powerful. In fact, a report by Econsultancy and Monetate last year found that 94% of companies agreed that personalisation is “critical to current and future success.”

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Omni-Channel Strategies Get You Digital Ubiquity But Not Digital Relevance

Omni-Channel Strategies Get You Digital Ubiquity But Not Digital Relevance | Untangling the Web | Scoop.it
CMOs are prioritizing mobile customer experiences because they have to. Mobile is after all only becoming more pervasive in the digital customer journey. Accordingly, CMOs have widely accepted a “mobile first”-design mindset when approaching campaigns and other important digital initiatives. But what does mobile first mean? New research suggests that mobile first design might be just the beginning of a complete mobile renaissance.

As of last year, mobile platforms accounted for 60% of total time spent on digital media, according to ComScore. A recent study conducted by Nielsen reported that roughly half of consumers believe mobile is the “most important resource” in their purchase decision-making.  More so, over one-third said they used mobile exclusively. And, as Google found, some 90% of consumers multiscreen between devices to accomplish a goal, using an average of three different screen combinations each day.
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Connecting Loyalty, Mobile and Payments: A Framework for the Omnichannel Age

Connecting Loyalty, Mobile and Payments: A Framework for the Omnichannel Age | Untangling the Web | Scoop.it
(With apologies to Mark Twain), the reports of the death of brick-and-mortar retail have been greatly exaggerated. These stores are not going to vanish, but the retail experience within them is about to change substantially. With the increasing proliferation of smartphones, the lines between online and in-store retail are blurring. Consumers are using their phones while in-store to look up reviews, compare prices, and even make orders online. Merchants, both online and in-store, are in a war for scarce consumer attention - the currency of the new omnichannel age.

'Connecting Loyalty, Mobile and Payments: A Framework for the Omnichannel Age' looks at the intersection between loyalty, mobile, and payments, arguing that an integrated approach to all three is needed for merchants to succeed in building a truly omnichannel experience. Success here is the ability to capture, hold, and monetize consumer attention, irrespective of the channel it is directed toward, whether that means in the store, on the phone, or online through a desktop computer. The report analyzes how some of the new in-store sensory technologies (such as BLE, NFC, QR codes, and WiFi) will make it possible for merchants to avoid losing the customer's attention as they move between channels. It identifies the key elements of successful loyalty program design and shows that loyalty incentives can drive consumer adoption of mobile payments. Finally it looks at case studies of successful omnichannel execution and identifies vendors who can help merchants recreate similar experiences.

Consumers are increasingly reluctant to expend valuable attention keeping track of the various loyalty programs they have chosen to participate in, let alone remember to bring their numerous plastic cards along every time they shop. Brands that understand this, such as Starbucks, have integrated loyalty and mobile payments in a way that saves time and rewards the consumer, comments Nikhil Joseph, author of the report.
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Getting Started with eCommerce Personalization

Getting Started with eCommerce Personalization | Untangling the Web | Scoop.it
Personalization can help increase conversions & upsell, boost average order value, and foster loyalty, giving customer lifetime value a bump. Here`s how.
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How brands should embrace the new Google mobile algorithm

Earlier this year, Google announced that it would expand its use of “mobile-friendliness” as a ranking signal on 21 April 2015.


When Google rolled out its Penguin algorithm, it affected around 4% of global searches and its Panda update affected approximately 12% of searches in England, but this new algorithm is likely to have a much bigger effect worldwide.

 

Currently Google states which websites are mobile friendly in the mobile search results with a little note saying “mobile friendly” next to each site, but once the new algorithm has been rolled out, Google will actually start to reward sites that provide a good mobile experience for users.

 

Of course the announcement of this new algorithm demonstrates just how important it is for brands to have a mobile-friendly website, but hopefully the majority of people already know that. In the last couple of years mobile usage has well overtaken desktop and now accounts for 60% of time spent online.

 

Brands should be embracing the new mobile algorithm instead of fearing it, so here’s a few ways you can prepare for the big roll out this week.

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Ecommerce Conversion Optimization Guide [Podcast]

Ecommerce Conversion Optimization Guide [Podcast] | Untangling the Web | Scoop.it

Top takeaways

Conversion optimization goes beyond the website – you can (and should) test any digital experience you build or designConversion optimization is not always about conversion rate, there are other KPIs/actions you can test forIf you’re a small site just starting out with testing, get good at the free tools before paying for testing toolsOne of the top CRO mistakes is testing minutiae like button color and headlines rather than identifying known usability problems and designing tests to fix themIt’s not always most important to test the checkout funnel first, depending on your business. You may get more mileage testing product description / creating demand up the funnel

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EY buys two Aussie analytics firms

EY buys two Aussie analytics firms | Untangling the Web | Scoop.it
Big four professional services firm EY (formerly Ernst & Young) is moving to quickly grow its technology operations via the acquisition of two Australian analytics providers.

EY today announced it would take over predictive analytics firm ISD Analytics - whose platform models human behaviour - for an undisclosed sum.

Just two weeks ago EY moved to take over C3, an Australian provider of business intelligence and advanced analytics.

The deal resulted in around 100 C3 staff joining EY's enterprise intelligence team to form the Asia-Pacific centre for advanced analytics and enterprise intelligence. 
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KISSmetrics moves from analysis to execution with Engage, a new conversion optimization tool

KISSmetrics moves from analysis to execution with Engage, a new conversion optimization tool | Untangling the Web | Scoop.it

KISSmetrics is unveiling a new product, and in some sense, a new identity. The company is launching Engage, a conversion rate optimization solution that is focused on taking traffic to your website and turning it into dollars. Engage will join the company’s existing product, which is now called Analyze.

 

“It is definitely a shift for KISSmetrics, but the ultimate goal stays the same: make it easier for marketers to increase conversions,” KISSmetrics CEO Brian Kelly told me via email. “Analyze shows you what to do and now Engage lets you do it.”

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Single Customer View: Myth or Omnichannel Nirvana?

Single Customer View: Myth or Omnichannel Nirvana? | Untangling the Web | Scoop.it
Many in retail and ecommerce dream of a Utopian future where a single view of the customer will close the gap between digital and physical customer activity, and drive a perfectly personalized, predictive and pinpointed experience to the right customer, anywhere, any time. A future where data from multiple channels and third parties lives in one place, and is integrated with every marketing activity across the purchase journey and customer lifecycle.

While this is certainly near-possible with the right company culture, systems, data, technology and marketing skill, it’s not a reality for most businesses – at least not yet.
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Four Digital Enablers: Bringing Technology into the Retail Store

Four Digital Enablers: Bringing Technology into the Retail Store | Untangling the Web | Scoop.it
Digital technologies in stores can help retailers improve operations and help customers shop faster and smarter. BCG explains the organizational changes needed to bring digital into stores.
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Indian E-commerce industry may touch $22 billion mark in 2015: PwC

Indian E-commerce industry may touch $22 billion mark in 2015: PwC | Untangling the Web | Scoop.it
The Indian E-commerce industry is expected to touch $22 billion mark in 2015, says PwC report. The sector in India has grown by 34% (CAGR) since 2009 to touch $16.4 billion in 2014.
Currently, eTravel comprises 70% of the total eCommerce market. eTailing, which comprises of online retail and online marketplaces, has become the fastest-growing segment in the larger market having grown at a CAGR of around 56% over 2009-2014.
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Indian News App NewsHunt Lands $40M To Evolve Into A Digital Content Marketplace

Indian News App NewsHunt Lands $40M To Evolve Into A Digital Content Marketplace | Untangling the Web | Scoop.it
India-based mobile news aggregation service NewsHunt has raised $40 million to continue its evolution into a digital content platform.
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How do you plan to cash in on the Valentine's Day shopping mania?

How do you plan to cash in on the Valentine's Day shopping mania? | Untangling the Web | Scoop.it
This article has been contributed by Satya Ganni who is a co-founder at MartMobi, a startup that helps you sell online and they’re just getting ready for the Valentine’s shopping rush. This article gives good insight into how big the market is and how small businesses can prepare themselves.

Valentine’s Day -one of the most popular occasions worldwide- is celebrated by giving gifts to loved ones. Until a few years ago, Valentine’s Day in India was men trying to woo women with red roses, but there is a lot more to it now. Indian men and women have become increasingly adventurous with their expression of love, expanding their range of gifts and consequently spiking e-commerce.

A made-up holiday, Valentine’s Day has nevertheless become one of the biggest shopping festivals around the world. How big? In 2013, Valentine’s Day spending in India was estimated at INR 15 billion and projected to grow at 25% in 2015. February 14th has become one of the three major shopping festivals along with Diwali and Raksha Bandhan. This is thanks to a series of commercial holidays around the theme of love starting with Rose Day on February 7th followed by Proposal Day, Chocolate Day, Teddy Day, Promise Day, Kiss Day, Hug Day all culminating into Valentine’s Day on February 14th.
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7 Conversion Marketing Terms as Explained by Urban Dictionary

In this post, we compare credible conversion marketing definitions to more creative ones pulled straight from the armpit of the web: Urban Dictionary.
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How the Next Generation of Botnets Will Exploit Anonymous Networks, and How to Beat Them

How the Next Generation of Botnets Will Exploit Anonymous Networks, and How to Beat Them | Untangling the Web | Scoop.it
Botnets are computer programs that talk to each other over the Internet. Some are entirely benign, like those that control Internet chats. But many botnets are entirely malicious, programs that send spam or participate in denial of service attacks and so on. These networks are controlled by individual criminals who use them for nefarious purposes such as generating illicit income or attacking other websites.

The work of finding and stopping this criminal activity has become a global endeavor. The first generation of botnets was relatively simple to stop. Since they were controlled by a single computer somewhere on the Web, the trick was to find that computer and shut it down.

That was straightforward when the programs themselves contained the information necessary to communicate with the command and control server.

But in recent years, this cat and mouse game has become much more sophisticated. Botnets now routinely take steps to hide the location of the command and control server. One approach, known as fast fluxing, is to create a constant stream of IP addresses and map hundreds or thousands of them simultaneously to a domain name. Anybody hoping to find the command and control server would have to search every IP address before it changes.

More recently, botnets have begun to exploit the Tor network which is designed to allow people to communicate across the Internet anonymously. This, combined with the advent of untraceable electronic currencies such as Bitcoin, has led to the rise of blackmail and ransomware that cannot be traced even after a payment has been made.

Today, Amirali Sanatinia and Guevara Noubir at Northeastern University in Boston say the next generation of botnets is likely to be even more sophisticated. They outline how they believe these botnets will evolve but also suggest a straightforward way to neutralize them.

Sanatinia and Noubir say that the anonymity offered by Tor-like networks will be irresistible to botnet masters, so most innovation will occur in this area. To exploit this anonymity, these botnets will have to exploit a technique called onion routing that encapsulates messages within various layers of encryption, like the layers of an onion.
Ashish Umre's insight:

Ref:  arxiv.org/abs/1501.03378 : OnionBots: Subverting Privacy Infrastructure for Cyber Attacks

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