What is Top Right?

You're probably wondering, "what is top right?"  "what do you do?"

Well, we help online retailers use their most valuable asset - customer data - for more effective marketing programs.

The most basic use is email.  As it stands now, most marketers are sending the same email to their entire customer list on some set frequency - batch and blast!  Given the busy schedules of online retailers, it's easy to see why this happens. Just getting an email out from time to time is enough work.

Working with our clients we focus on the "60" of the 60/20/20 rule.  The 60/20/20 rule is an old rule of thumb from direct marketing.  According to the rule, effective direct marketing is driven 60% by who you send it to, 20% by offer and 20% by creative.

The 60% is hard to get at for most online stores. Swamped with data and so focused on getting new customers, it's hard to take the time to figure out much about existing customers.

So, we help do just that. We get details about existing and prospective customers. How much they spend, how often, where they come from and so on.  Then, we work with our clients to develop strategies and plans to grow sales from customers and convert prospects.  We also analyze customer data for keyword and search performance, but that's another post altogether.

Why the name "Top Right"?  If you are looking at a sales chart, where do you want your sales headed? To the top right! I can think of very few graphs where the good stuff doesn't happen in the top right, for the most part, we are trained to think that heading up and to the right is good.

The top right chart is also something we use to help analyze relationships with customers. Stay tuned for another post on that.  Suffice it to say at this point, that we help our clients move sales to the top right!