The document outlines Anthony Tattum's PACT principles for eCommerce marketing. PACT stands for Product, Availability, Competitiveness, and Traffic. Tattum advises assessing businesses on these four pillars before investing in digital marketing to ensure success. He provides an example dashboard and case study of how applying PACT analysis to an online footwear retailer called Cloggs helped identify areas needing improvement, like low product availability, leading to increased conversion rates and cost savings. The document promotes Tattum's consultancy and upcoming events for Birmingham digital marketers.

1. The ImPACTful
Principles of eCommerce
by Anthony Tattum
@anthonytattum

2. WELCOME TO
BIRMINGHAM
DIGITAL
MARKETERS
AGENDA
• Introduction – about me, my company and this group
• 10-15min Presentation on the PACT Principles
of eCommerce
• Pizza & Networking
• End: 8pm

3. ABOUT
BIRMINGHAM
DIGITAL
MARKETERS
• An informal group of Brummie techies & marketers
• Monthly events at PdP
• Sharing knowledge, expertise, contacts
and eating Pizza
• Meetup topics and speaker suggestions
• Short presentations so far… should we do more?

4. ABOUT ME
• MD of marketing communications agency, Big Cat
• 20+ years experience in marketing communications
strategies & campaigns
• Co-founded Big Cat in 2000
• 15 staff in Birmingham
• Specialist in Food & Drink, Retail and Destination
• We integrate Marketing, PR and Creative Design -
digital underpins all service

5. WHO WE
WORK WITH

6. INTRODUCTION
• eCommerce is the trading of products or services via an electronic
medium and most commonly via the Internet
• We are interested in the performance of all business functions
and the state and health of a business holistically, ensuring all key
functions are in place to operate efficiently
• Digital Marketing is one of those key business functions that
depends on other operations of the business in order
to be successful
• PACT is designed to make us focus on these core elements of the
business and avoid distractions, commonplace in the digital world

7. THE PACT
APPROACH
• Before commitment to expenditure online we carry out an
assessment of clients’ businesses by benchmarking their
proposition against our PACT Principles
• This is a critical step to ensure that any online marketing
investment has the greatest opportunity to be successful
• This is a collaborative approach, reviewing key business
propositions and review of the competitive landscape

8. WHAT ARE
THE PACT
PRINCIPLES ?
• There are millions of factors that aid or hinder generating online
sales but in reality there are only a handful that are important to
get right in order to optimise sales
• PACT helps focus on what’s important in the early days of a digital
marketing campaign and provides a simple framework to ensure
the right pillars are in place at the outset to provide a sound
bedrock for digital investment

9. THE PACT
PRINCIPLES
PRODUCT
AVAILABILITY
COMPETITIVENESS
TRAFFIC

10. PRODUCT
• Designed to establish the strength of the product
and the size of its market
• What is the strength of the demand?
• What is the breadth of the range you have to offer
versus the competition?
• If no-one wants your product it doesn’t matter how much
you invest in marketing

11. AVAILABILITY
• Making your product or service available
• It’s similar visual merchandising: blending, busy but not too busy,
• Make sure all your services are well presented: listed or visual
• Information architecture & hierarchy = category structures makes
the services or products more easily found
• No point in making the shop smell and look nice without product
properly merchandised - by category, all your styles

12. COMPETITIVENESS
• How do you stand out from the crowd?
• Price is very important in every sector - so need to
be on the pulse
• How can you be a better business - service proposition,
sharing information, how quick can you deliver?
• Why should someone buy from you rather than someone else?
• Better buying / service experience

13. TRAFFIC
• What type of customers are you looking to attract,
Browsers vs buyers?
• Once P.A.C. is established we can start building
online campaigns
• Deploy tactics like Email, Search, Affiliate, and Social Media

14. PACT WORKFLOW
TRAFFIC
COMPETITIVENESS
AVAILABILITY
PRODUCT
By building on each of these pillars in
turn we can be sure the right foundations
are in place to deliver a successful digital
marketing campaign
One of the most common errors businesses
make in eCommerce is to rush into driving
traffic before these are correctly assessed
and optimised

15. EXAMPLE PACT
DASHBOARD
PRODUCT AVAILABILITY COMPETITIVENESS TRAFFIC
Range Visibility Price Quantity
Popularity Prominence Service Value
Search Stock Promotion Quality
Display Data USP Targeted
PRODUCT AVAILABILITY COMPETITIVENESS TRAFFIC
Target Actual Target Actual Target Actual Target Actual
Range 1000 Visibility 50% Price
Weekly
Quantity 15k
Popularity 1.1m Prominence Weekly Service
Monthly
Value £1.0pv
Search 10k Stock 50% Promotion
Monthly
Quality 1.5%cv
Display 90% Data Daily USP
Monthly
Targeted 70%

16. CASE STUDY:
CLOGGS
THE BRIEF
• Cloggs is a leading online retailer of branded footwear and has
been trading online since 1998
• In July 2015 Big Cat were asked to consult on their branding, values and mission and to
then advise on a more wide reaching campaign to start building their brand awareness
online and offline
THE PROCESS
• As part of getting a greater understanding of the core elements of the business,
the first phase of the project was to understand how Cloggs was benchmarked
against the PACT principles
• This involved consulting with all key stakeholders in the business to understand the
various critical factors surrounding performance in the business

17. CASE STUDY:
CLOGGS
THE PROBLEM
• Digital costs of marketing were rising while becoming less effective
• The market was getting ever more price competitive, thus traffic (T) was becoming more
and more expensive to justify and to maintain at desired levels
• We discovered Availability of the product was under performing and was calculated to be
75% of their ‘core’ product due to a new stock system
RESULTS
• Once we defined the problem and then distilled it into a new KPI the
true extent of the problem was identified
• After 12 weeks this figure was reported weekly and driven up to 88%. It now sits at 91%
• Conversion rates improved by 22%, marketing costs of sale have been trending down
week on week producing a saving year on year of 15% as of May 2016

18. CASE STUDY:
CLOGGS
CONCLUSION
• Even to well established online performers the PACT analysis brought to light areas of the
business that needed attention at relatively minimal investment
“ The process of PACT Analysis helped bring key areas of the business that needed
attention that were going unnoticed during the routine, daily trading of the business and
the fast paced nature of the online world . It was a beautifully simple way of cutting out
the noise and focussing on what is important ”
Christopher Thomas, Managing Director, Cloggs

19. NEXT BDM
MEETUPS
TUESDAY 19TH JULY:
SUPERCHARGE YOUR INFLUENCER MARKETING
TUESDAY 23RD AUGUST:
KICKASS DIGITAL STRATEGIES
TUESDAY 20TH SEPTEMBER:
SEARCH MARKETING 101
SPEAKER CALL OUTS ON TWITTER AND MEETUP
VENUE: PASTA DI PIAZZA
TIME: 6-8PM

20. Thanks!
Any Questions?
by Anthony Tattum
@anthonytattum