Forrester: - Making Leaders Successful Every Day

Event Overview

As consumers increasingly use the Web as the first stop in their research process, companies are tasked with creating content and functionality that meets these goals. This Workshop provides attendees with benchmarks, client examples, and checklists to help companies expand their eCommerce channel both through direct-to-customer sales and sales through partner channels.

Topics to be covered include modules on budgets, head count, organizational structure, Web merchandising optimization, interactive marketing optimization, metrics and measurement, best-in-class multichannel eCommerce executions, and pitfalls to avoid while building and growing eCommerce functionality.

Who Should Attend?

Marketing professionals including, eBusiness & Channel Strategy professionals, Interactive Marketing professionals, Customer Experience professionals, and Marketing Leadership professionals.

Note: Marketing, merchandising, and general management team members will likely benefit the most from the Workshop. Multichannel executives may want to send staff responsible for creating project or business plans for various eCommerce initiatives.

Why Attend?

This Workshop provides attendees with benchmarks, client examples, and checklists to help companies expand their eCommerce channel both through direct and indirect sales.

Attendees should expect to learn the following:

• Key economic and psychographic factors driving eCommerce
• How much interactive marketing spending will contribute to revenue
• Which marketing and merchandising tactics are most effective to driving sales
• How to address core technology and operational challenges, including best-in-class vendors to consider
• How to staff a Web business for optimal impact
• Quick wins for driving conversion
• How much to spend online to grow an online business