Why Amazon Australia’s Christmas numbers don’t add up
Thursday, February 8, 2018/
I want to talk to you this week about Amazon and the recent launch of Amazon Go stores in the US, as well as the retailer’s arrival in Australia. The Australian Financial Review recently published a story that said Amazon’s Australian traffic rose almost 81% between last November and December, based on statistics collected by Nielsen.
Now, that would have been an extraordinary feat, so I took a look at how Nielsen collected this data. One of the main ways they do this is through the use of audience panels, using a proprietary method of probability sampling. In other words, using a small sample to predict what a large group of people will think or do.
Me, I’m using trusty Google Trends. I’d much rather have the actual data than a small sample that tries to predict that same data. What the Nielsen numbers are showing is Amazon’s false launch — when it came to their actual launch, fewer people were looking for them. When we took a look at Google Trends for the period of time we’re talking about, they had a big spike followed immediately by an even bigger drop off. When you start looking for retailers with big sales during November and beyond, Kmart eclipsed everyone. After that, the big winners were the large grocery store brands, which make sense because of the nature of the holidays.
The bottom line is: if you want to find out how your brand is doing, don’t rely on sampling and trends. Focus on building your brand and the conversion rates will follow. The more people you can convince to talk about you in relation to your target keywords, the higher you’ll end up ranking for those keywords.
This article was originally published on stewartmedia.com.au.
Be honest about your situation: How vulnerability helps businesses thrive Sue Parker DARE Group founder
Own it: The 10 things you need to do to manage your personal brand Lisa Stephenson Who Am I Projects founder
Six invaluable lessons: What 20 years in aged care taught me about being an entrepreneur Natasha Chadwick NewDirection Care founder
An entrepreneurial superpower: Eight tips to help develop resilience Adala Bolto ZADI Training co-founder
Going through a lull? Five areas you should invest in when sales drop Tamara Alaveras and Sonia Majkic 3 Phase Marketing co-founders
Stop telling us how busy you are, it's boring and charmless Ian Whitworth Scene Change co-founder
Blandification™ and the state of modern branding Jeffrey Oley The Offices co-founder
Why you should find the right role for the right person — not the other way around Bruce Stronge Outfit founder