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Bricks to Clicks: Why Some Brands Will Thrive in E-Commerce and Others Won't by David Feinleib

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© David Feinleib 2017

David Feinleib, Bricks to Clicks, 10.1007/978-1-4842-2805-0_4

4. Confront the New Path to Purchase

David Feinleib

(1)San Francisco, California, USA

“Content Analytics gives us the tools to make sure we’re not just watching, but instead are leading the charge.”

—Mattel

Supplier Case Study

In 2016, using the Content Analytics platform, bricks-to-clicks supplier Mattel had their single best year ever on Walmart.com. They increased their shipments to Walmart.com 39 percent over the previous year. That was more than five times better than the industry average of 7 percent predicted by research firm NPD. As Mattel put it, “We’ve never seen numbers like this before.”

Mattel is one of the world’s largest toy makers, with nearly $6 billion ...

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