Author: Christopher Ratcliff

Christopher Ratcliff

Christopher was the Deputy Editor at Econsultancy. He runs pop culture site Methods Unsound and you can hound him on Twitter @Christophe_Rock.

The next 10 years in wearable technology

Any technology can theoretically be wearable right? 

As long as I have enough gaffer tape and a heavy-duty staple gun, I can pretty much fix any device to my body for a decent enough time, before it falls off or I pass out from the pain.

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What is agile marketing and why do you need it?

“What the heck was that? It happened so fast!"

A pop-culture news-story just blew up on Twitter whilst I was idly colouring in the boxes of The Guardian cryptic crossword.


17 ways your ecommerce business can beat Amazon

There are many reasons why someone might buy something on your ecommerce site, aside from the promise of free cake and endless Gifs of kittens yawning.

Here are the three most glaringly obvious:


Moving from data to action: report

You can collect and store every bit of data available to your website, but if you’re not actively using it to refine the customer experience, then you’re seriously missing out on huge opportunities for growth.

According to our latest report, Measurement and Analytics 2015 produced in partnership with Lynchpin, two in every five companies (40%) say more than half of their collated analytics data is useful for driving decision-making.

This optimistically represents an 8% increase since 2014 and is the highest proportion of companies since 2012.


10 neat innovations to make your ecommerce site more interesting

Here on the blog we insist that if you’re running an ecommerce site, you must get the basics right.

If you’re not testing, collecting and analysing data, and iterating your site so it provides the best customer experience possible, then your business will disappear into a fug of mediocrity.

Make the UX of your site as easy to use and customer-focused as possible. That’s the very basic necessity.

However that doesn’t mean you can’t have fun. 

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Combining programmatic with traditional direct advertising can boost revenue: stats

This year programmatic is leading the charge for how marketers reach consumers online.

In fact, 82% of marketers have executed digital ads programmatically in the last twelve months.

The spend on programmatic in the UK alone was an incredible £1bn. A figure that is double that of the previous year. 


15 brand new social networks you’ve never heard of but should definitely try

Roll up, roll up, be one of the first ever brands to join these obscure yet soon-to-be-game-changing social media networks. 

And don’t worry, each one of these channels will be fully monetisable, with multiple ad formats available, all of which can pop-up or completely takeover a user’s news feed as many times as you like. 


Three key takeaways from our new Measurement and Analytics Report 2015

Data is helping companies to become more customer-centric but many still lack a strategy.

This is according to our new Measurement and Analytics Report 2015 produced in partnership with Lynchpin.

The vast majority (86%) of our surveyed companies indicate that their “understanding of customers is increasing over time”, while more than half (55%) “use data effectively to build their understanding of customers”.


What is conversion rate optimisation (CRO) and why do you need it?

In this revised and updated beginner's guide I’ll be answering the following questions: What is conversion? What is CRO? What techniques can be used to improve CRO?

According to 59% of company respondents, CRO is crucial to their overall digital marketing strategy. While 98% overall believe CRO’s impact on their digital marketing carries some kind of importance.


10 retailer blogs that are genuinely worth reading

Retailers should definitely learn the value of running a decent blog, or ‘online magazine’ as many like to refer to it.

A blog gives your audience a reason to come back.

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16 awe-inspiring immersive websites

Lose yourself in a world of web design gorgeousness with these incredible online experiences.

Some are single-serve only, designed to help attract attention or investment. Some were built purely on a creative whim, designed to inspire others to experiment.

Others are fully immersive experiences, where you have to devote significant time to explore the highly detailed worlds on offer.


How marketers can convince their organisations to take more risks

As part of our Skills of the Modern Marketer research we set out to define the soft skills needed to be successful within an organisation coping with all the changes that digital transformation brings.

Although classic marketing skills are essential, these will have to be combined with more digitally focused skills – a natural gravitation towards collaborative work, adaptability, creativity, insights driven by data - in order to be well positioned within the broader organisation.