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It’s actually a hopeless job. Originally, many companies are fairly stuck in multi-year plans. That is a big difference with the companies that are showing the highest growth rates today. They steer on data, conduct experiments, look at Lebanon Phone Number just carry it out. Maneuverability of a large tanker versus a speedboat. Efficiency vs. flexible Many ‘traditional companies’, on the other hand, use the word ‘efficiency’ more often than ‘flexible’. While a strong focus on efficiency and the associated processes is in many cases at the expense of flexibility. For the boardroom of this type of companies, this is actually the most important priority. With the right leadership, you can work to build or reshape a corporate culture more in tune with today’s reality.

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It is important that the KPIs on which you manage are in line with the business objectives. Your online marketing activities should always be able to influence these in a positive way. You simply need more information to be able to say something about it. If a company’s primary goal is to increase bottom line profits, a bidding strategy should never focus on a fixed CPA, CPL or CPS. In those cases, you focus on the efficiency of individual (trans)actions instead of on the absolute profit of the total number of (trans)actions. It is precisely the difference in volume, among other things, that a steering on a CPA of 80 dollars versus 90 dollars causes, should determine which option provides a better absolute profit at the bottom.

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Anyone working on optimization should then be able to influence all important variables. Think of things like the numbers, the average order value, the margin and the lifetime value. Within your bidding strategy, the trick is to always look for the optimum. A search that is always in flux – partly due to competition and auction mechanisms. So it’s never finished. 14. Culture remains the most important for (online) success Apart from all substantive trends, the most important, overarching trend is actually that (traditional) companies will have to work on a culture change in order to continue to grow strongly online. The speed with which companies are able to solve challenges and turn opportunities into actions has by far become the most decisive factor.

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