Kevin Hillstrom: MineThatData

Heavy Lifting

Every category plays a role in your customer/brand ecosystem.

Category 17 - the highest sales category - is responsible for bringing new customers to this brand. This category truly does the heavy lifting for the brand.

Loyal customers are attracted to categories 4 / 6 / 7 / 13.

There's a natural ebb and flow to your business. Customers enter via certain categories, develop in another set of categories, then spend their loyal efforts across a handful of categories. Knowing this ebb and flow allows you to calibrate your marketing efforts. It's stuff you need to know, correct?

New Logo

There are things a marketer can do to improve business performance. A new logo is not one of them.

At worst case, you become Cracker Barrel. At best case, absolutely nothing happens. Either way, dollars are spent and time is wasted.

Thirty years ago I worked for a Sr. VP who suggested that business was 70% merchandise, 20% marketing and 10% creative. If marketing is 20% of the reason why a business is successful (it's more than that, by the way, not a lot more, but more), the tactics you choose to work on define whether sales are +10% or -10% ... in reality, they're the reason why your business is profitable or unprofitable. Yes, correct, it's that important. All of the little things you should be working on add up and make the difference between profit/loss.

In other words, you can't waste your energy on a logo.

P.S.: Yes, I realize I just offended 40% of you.

Conflicting Data

As you've been told, I write a Weather Newsletter. I also write a Pickleball Newsletter, but that's a topic for another day.

About three weeks ago an epic heatwave gripped the Western third of the country. I received two themes of feedback.

This is what happens when climate change is amplified. The future is worse than this.
This weather pattern is a normal weather pattern with an extreme outcome and has nothing to do with climate change.

Both sides are very passionate about their argument. They're quick to educate, they're in some ways overconfident ... they surely believe they are "right".

Forty years of data analysis suggest that humans struggle with conflicting data. We struggle with feedback loops. We struggle with interactions.

It happens in ecommerce. Remember our Category Impact table.

Category 17 is the biggest sales driver (sales are not shared in this table). It is also the biggest source of new customers. It also negatively impacts Category 6. This means when Category 17 does a good job, Category 17 hurts Category 6.

Assume you are the CEO of this brand. The merchant in charge of Category 17 looks great. She's responsible for a high-volume category that brings in new customers. And yet ... every time she does a good job, the poor merchant in charge of Category 6 looks bad. His sales decrease.

Should the CEO fire the guy running Category 6 if sales decline in Category 6? Or is the guy running Category 6 at the mercy of the woman running Category 17?

It's a nuanced situation, isn't it?

Just like weather / climate is a nuanced situation.

Obviously, you need the right data to even consider a reasonable response.

Almost none of you have the data to answer this question.

Selling Chickens

If you think you're performing ecommerce magic, you probably are, but you aren't doing what Sears did in the 1930s and 1940s when they (checks notes) sold live chickens via catalog.

Categorizing Categories

Based on the table below, we can categories our categories into three groups.

Givers.
Neutral.
Takers.

You want Givers/Neutral categories. You want to de-emphasize Takers.

Here's the table.

There are ten obvious Giver categories.

2 / 3 / 6 / 7 / 8 / 9 / 12 / 13 / 14 / 17.

There are a handful of Neutral categories.

0 / 4 / 10 / 14.

There are a few Taker categories.

1 / 5 / 11 / 16 with 11 being an egregious Taker!

The email marketer tells stories about anything not in the Taker category.

The social marketer can do "something" with Taker categories, but not much. If you have to promote Taker categories, do so with channels that have essentially no variable cost ... like oraganic social.

The search marketer adjusts spend based on Giver / Neutral / Taker ... spending more on Giver categories, spending less on Taker categories.

The catalog marketer? You won't do this, but you cannot put Neutral / Taker categories in your catalog. Maybe just the winning items in those categories, that's enough. Those pages are TOO DARN EXPENSIVE to cause harm to your existing customer base. If you disagree (and you will disagree), talk to the paper / printing / postage / boutique agency folks and demand they align the expense structure of the discipline back to 2006 levels.

Alright, I'm off the soapbox.

Next week, we'll put all of this category stuff into perspective.