E-commerce growth - Alfredo Gómez Soria

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The vast majority of Hanapin's clients are using an attribution model outside of last click, and for good reason.

The best option, and what more and more advertisers want, is a data-driven model. This will split a conversion between the campaigns that played a role in the conversion path. DDA (Data-Driven Attribution) requires at least 600 conversions in a 30-day period to be eligible, which disqualifies most advertisers.

Linear and position-based models are more data-driven than last-click, are easier for smaller advertisers to access, and can provide a good picture across the entire conversion process.

Linear attribution evenly splits the conversion across all clicks in the path, while position-based attribution provides 40% of the conversion to the first and last click, with the remaining 20% ​​distributed across other clicks in the path.

These models are still limited compared to DDA, as DDA creates a custom model specifically for your account that breaks down each conversion. Ultimately, the most important thing when selecting an attribution model for your clients is to choose one that the client fully understands and that gives them a complete and true picture of performance for the types of campaigns they are running.

11.- Convert global events into sales
E-commerce companies have an incredible opportunity to take advantage of, for example, major sporting events.

Users spend more money and invest their money in products they would not normally buy.

To put into context the influence these events have on online activity, the 2014 World Cup is a prime example.

Over the course of the event, host country Brazil saw a 27% increase in e-commerce sales ; this resulted in an estimated US$16.6 trillion boost to the Brazilian economy.

Even more impressively, Germany saw a 75% increase in e-commerce activity in the days following its World Cup victory.

So why not take advantage of these sporting events?

Check out the techniques you can use to gain more conversions during sporting events:

1.- Researched and targeted paid ad campaigns will help you expand your presence significantly, leading to more conversions. Make sure to include keywords and terms commonly used during sporting events and showcase the functionality of relevant products that have strong sales performance.

2.- Offer fast and free shipping, this will help you stay competitive and can help you get last minute purchases that you might have missed otherwise.

3.- Offer product recommendations on your site, using featured product sections to show visitors additional items they might like. This method increases the likelihood that they will purchase more than one item.

4.- Run high value pack promotions to increase purchase value. Offer deals such as free name/number email list australia printing on their items if they buy a full England kit, for example.

5.- Create a sense of urgency to drive more sales. Urgent situations cause people to think less clearly about their purchase, which can result in impulse buying. Set countdown timers and low stock indicators to also indicate shortages.


Both B2B and B2C e-commerce businesses make significant investments to have a presence at events aimed at each business' target audience.

However, this is not the case for e-commerce sites of any size. Online stores that are just starting out or have not yet gained much traction tend to opt for cheaper digital marketing strategies with faster results, such as paid ads or email marketing. However, the prices between on and off-line are becoming more balanced, and being present in all areas is a requirement to take into account.