Steve Davis

e-Commerce Set to Soar in 2008

Yes, Scot, that is a help. I have been driving around thinking about it more during the day and came back to find your comment, covering the territory my mind took me through.
I thoroughly agree with you comments regarding paid search. Surveys really should discriminate between head and tail and the relative degree of competition to enable an apples to apples comparison. But that would make surveys themselves more complex and expensive, etc. Overall though, your figures and analysis, as I mentioned yesterday, play a key role by challenging assumptions and forcing us to exercise our grey matter. Many thanks for you articke and follow up.

e-Commerce Set to Soar in 2008

Scot, your insight into the ETRs comparing eBay/Amazon with Paid Search is quite startling. It seems counter-intuitive, but I always trust the math over gut instinct.
I work with many small business clients as a Marketing Consultant and this will provide plenty of food for thought as we explore secondary (online) sales channels.
Thank you.