Big data, metrics, dashboards, analytics, clickstream data…. It’s the era of quantitative, fact-based management. Does that mean only numbers matter, or is there still a place for qualitative input into the process?

Have you ever received a gift that was nice, but wasn’t exactly what you were hoping for? Or even worse, how about spending big bucks on a product and bringing it home only to discover it not only requires assembly but also accessories you didn’t even know you needed?

When I was a young child, my father would take my siblings and me to the fast food restaurant.  I didn’t like pickles, mustard or onions, so he ordered me a hamburger with ketchup only. I would then spend the next five to ten minutes waiting for this burger, since it was considered a special order.  Now many years later when I order that same burger, it’s delivered with as many or few condiments you would like, with no extra wait time!  So, as I view the eCommerce space and the possible ways to connect with customers, I’d ask in which scenario are you working? 

Price, product, placement, promotion. These four areas of concentration have long been held as essential elements in successfully marketing a product or service to the consuming public. Oftentimes simply referred to as the 4 P’s, each of these categories in and of itself are important factors in going to market.