17 Jun 09 Focusing on yield

Being brought up as a farm boy, I like to think of web real estate in terms of farm real estate. Find fertile grounds; nurture them to derive the most optimal output that will fetch the greatest value on the market. Web real estate is the same, only without and geographic boundaries.

Use analytics to identify the fertile ground. Structure your creative proposition to be planted on this real estate (and the real estate along the conversion funnel) such that it will return the greatest fruit bearing yield. Learn from historical trends and evolve methodologies. This metaphor lends itself to an even more important lesson for retailers – you’ll grow more fruit if you plant seeds in places other than your backyard.