Bricks to Clicks

1. Front Matter

   Pages i-xiv

   PDF

2. Transforming the Organization

   • David Feinleib

   Pages 1-15

3. Regaining Control

   • David Feinleib

   Pages 17-29

4. First Insight, Then Action

   • David Feinleib

   Pages 31-53

5. Confront the New Path to Purchase

   • David Feinleib

   Pages 55-69

6. Activate Your Brand Content

   • David Feinleib

   Pages 71-84

7. Using the Master Catalog

   • David Feinleib

   Pages 85-102

8. The Retailer Challenge (and Opportunity)

   • David Feinleib

   Pages 103-120

9. The E-commerce Flywheel

   • David Feinleib

   Pages 121-138

10. From Bricks to Clicks to Omnichannel

    • David Feinleib

    Pages 139-150

11. Glossary

    • David Feinleib

    Pages 151-154

12. Back Matter

    Pages 155-156

    PDF

Learn how to sell online. Real-world case studies and market insights from the world's largest brands reveal what the best brands are doing right to win online. Gain knowledge of best practices that enable brands and retailers to survive and thrive in the dynamic, fast-paced, and highly competitive world of e-commerce.


Leveraging his first-hand knowledge as founder and CEO of Content Analytics, serial entrepreneur and author David Feinleib examines the threats and immense opportunity facing today’s most valuable brands. He demonstrates how brands that want to succeed in the fiercely competitive environment of e-commerce must understand and embrace the four key elements that control how much is sold and by whom: algorithms, content, convenience, and execution.



What You'll Learn


Learn the best practices in e-commerce of the world's leading brands and how to:

• Make the transition from selling in-store to selling (and winning) online
• Conduct online brand audits to pinpoint opportunities for improvement
  
• Increase brand equity through high-quality content
  
• Maximize onine sales by understanding the key metrics you need to measure and optimize
  

Who This Book Is For




Brand managers, shopper marketing professionals, e-commerce managers, and sales professionals at brands and manufacturers; buyers, category managers, and merchants at retailers; and agency and search engine marketing professionals looking to develop expertise in e-commerce so they can expand the work they do with their brand and retailer clients

• e-commerce
• content marketing
• brick and mortar
• bricks and clicks
• selling online
• millennials
• shopper marketing
• search engine optimization
• dashboards
• Shopify
• BazaarVoice
• B2B commerce
• digital asset management
• product information management
• e-commerce trends

“The book gives real-world case studies and market insights from the world's largest brands reveal what the best brands are doing right to win online. … The author examines the threats and immense opportunity facing today’s most valuable brands.” (Erfurter Hefte zum angewandten Marketing, (54), 2017)

• San Francisco, USA

  David Feinleib

David Feinleib is Founder and CEO of Content Analytics, the Control Center for ECommerce. Prior to Content Analytics, David was Managing Director of The Big Data Group, where he produced the well-known Big Data Landscape. Previously, David was a general partner at Mohr Davidow Ventures, a Silicon Valley venture capital firm. David co-founded Consera Software, which was acquired by HP; Likewise Software, which was acquired by EMC; and Speechpad, a leader in web-based audio-video transcription. He began his career at Microsoft. David holds a BA from Cornell University, graduating summa cum laude, and an MBA from the Graduate School of Business at Stanford University. The author of Why Startups Fail (Apress, 2011) and Big Data Bootcamp (Apress, 2014), David is an avid violinist and four-time Ironman finisher. He lives in the San Francisco Bay Area with his wife Nicole.

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