By Hayden Sutherland

I spend a lot of my time working with online and e-commerce clients to plan out activities that benefit their businesses. From creating digital strategy roadmaps through to building implementation plans for online transformation projects, I must spend a great deal of time forecasting what will happen at certain points & times.

However, it never actually works out exactly the way you want it to. Things never go precisely as planned, such as:

• Buyer personas don’t exactly match the types of customers you actually get
• Traffic volumes are higher (or lower) than expected – and consequently don’t match the volume & performance Read full story ›

  Source: The Drum