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How Converse went from bankruptcy to a $1.4 billion business

October 5, 2013

As its parent company commands, Converse is just doing it.

The 105-year-old brand has grown at breakneck pace since Nike rescued the company in 2003, two years after it filed for bankruptcy. Since its cultural heyday in the ’80s, the hip sneaker has experienced a rebirth.

On Thursday, Converse posted an 18% increase in revenue over the past three months, a shining star on an overall impressive balance sheet for Nike. From now on Converse will report its earnings separately, heralding the brand’s standalone success.

In 2002, the flailing company reported just $205 million in revenue. Since, Nike has transformed the brand into a $1.4 billion business—and this year’s revenue is on pace to surpass that number. Converse has seen the strongest growth in the North America, China and the UK, where it’s made significant investments over the past several years.

How was Converse able to turn around? Read more…

The future of online advertising: Part 3

October 2, 2013

Rumours of the death of the media buyer may have been greatly exaggerated, but that doesn’t mean technological change won’t be putting the squeeze on her role, especially with her new colleagues earning all the attention and money.

Before delving into this instalment, we highly recommend reading Part One (or at least the glossary of terms at the end), andPart Two, on DSPs and marketers, to get up to speed.

Considering the tone of conversation surrounding the rise of automated, programmatic buying of online media, it is easy enough to get the impression that the days of having a human hand involved in the buying process are nearing an end. Read more…

The future of online advertising: Part 2

September 29, 2013

DSPs and marketers: in this, the second instalment of Marketing’s serial feature on automated trading, we look at what the rise of data-driven online advertising is going to mean for your brand, your department and you.

We highly recommend you read Part One (or at least the glossary of terms at the end) before delving into this instalment.

Complexity and uncertainty are looming for marketers and advertisers entering the daunting territory of automated trading. As a payoff, however, there also exists great opportunity: to take advantage of the efficiencies and targeting precision brought about by data-driven advertising; opportunity to measure, analyse and adjust campaigns on the fly to maximise ROI; and, opportunity to streamline previously disjointed business processes, minimising wastage of information, energy and money. Read more…

7 Lessons Neil Patel learnt from his $1.8 Billion competitor, Omniture

September 29, 2013

Take the time to read this article by Neil Patel and you might pick up a few practical growth strategies along the way. Enjoy!



Over the last 7 years I’ve been in the software as a service space. More specifically I’ve been in the web analytics space. My first analytics startup, Crazy Egg, helps you understand how people interact with your website. And my second one, KISSmetrics, helps you understand your customers so you can maximize your lifetime value.

In the analytics world the biggest player in the space, by far, isOmniture. And although they aren’t a direct competitor to either of my startups, I’ve had the privilege of watching them go from being just another analytics company to turning themselves into a 1.8 billion dollar company.

Here are the 7 most important lessons I’ve learned from watching my competitor, Omniture, dominate the analytics space: Read more…

A Social Roadmap

September 29, 2013

I don’t subscribe to the approach of ‘infographics for the sake of infographics’, but if a graphic truly achieves its purpose of organising complex information into something useful, then great.

Exhibit A, social media. Even super geeks can’t keep up with the ever growing galaxy of social sites, let alone their capabilities.

The Conversation Prism infographic is a visual map of the entire social media landscape, created by Brian Solis and visualised by JESS3. This is version 4.0 and forms part of an ongoing study in digital ethnography that tracks dominant and promising social networks and organizes them by how they’re used in everyday life.








Source: Digital Buzz

10 charities and how they use Pinterest

April 13, 2013

Much of the work we do on the Econsultancy blog focuses on major consumer brands and how they use various marketing channels, but we occasionally get asked why we rarely mention charities.

It’s a topic we looked at a few years ago in a post that flagged up which charities use Twitter, so I thought it would be interesting to take a similar look at charities that use Pinterest.

To be clear, these aren’t necessarily the ones that I think are doing the best job of using Pinterest, it’s really just a look at how recognisable charities with different aims and causes are making use of the social network… Read more…

Leo Burnett’s $100k prize hits the sweet spot for start-ups

April 13, 2013

Advertising agency Leo Burnett has made a surprise switch from the top end of town by offering start-ups the chance to win up to $100,000 in strategic and creative advice – as well as the chance to appear on the side of a cider bottle. Read more…


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