The Chamber of the Digital Economy of Uruguay (CEDU), which brings together the main players in e-commerce, closed its Webinar 2020 teleconference cycle with two presentations by two leading specialists who addressed the main measurements that need to be taken into account in online business.
Natalia Borrazás, Business Development Manager Latam at MailUp, and Pablo Simon, Chief Commercial Officer at Bunker DB, were the protagonists of the event, which was supported by Fenicio eCommerce, FedEx Express, Geant and MailUp.
Borrazás dedicated his virtual talk to how to analyse the data coming from e-mail marketing campaigns and detect the most appropriate strategies to take advantage of this information to optimise resources.
"As we already know, today's marketing is data-driven and this is both in the strategy generation phase and in the measurement phase. However, what is often overlooked is that there is no continuity between the two phases. For this reason, I think it is quite important to understand what data we need to look at in our email marketing campaigns and how this data will help us to better plan our strategy, which will ultimately have the ultimate goal of achieving conversion," he said.
As he explained, given the premise that "you can't improve what you can't measure" and compare other digital channels, "email marketing today has an advantage, that it is perfectly trackable in all its aspects. It is possible for us to know precisely, for example, how many users opened a campaign, how many clicked through and how many of those campaigns brought us multiple conversions".
The main key metrics of e-mail marketing, conversion rates and the actions that can be taken to improve the company's objectives were some of the topics covered by Borrazás.
"Today it is inescapable to stop talking about everything that is happening in the wake of the coronavirus and how, in my opinion, within all the bad news that this is bringing, there is ultimately a great opportunity for the digital industry. I think we can talk about an analogue crisis, but we can also talk about a great digital opportunity," said Pablo Simon in the second part of the teleconference.
In this sense, he stressed the importance of understanding the medium, taking as a basis that the consumer is at the centre and is constantly receiving stimuli from social networks, e-commerce sites, comments, media advertisements and influencers. "This whole universe generates a lot of information and it is important to understand which of this information I will need for my strategy. We have a greater volume of data to analyse and less time to do so. Therefore, it is essential to understand what quality data we are going to need for each of our strategies. Moving from Big data to Small data. The advantage of digital is that everything can be measured almost in real time to make decisions accordingly," he said.
The Webinar 2020 cycle also included a teleconference on the legal aspects of telework in Uruguay. Both events are available on CEDU's official website on Youtube.
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