In the ever-evolving world of digital commerce, the launch of a robust marketing campaign can propel businesses to new heights. Discover how to craft effective eCommerce campaigns in the digital age.

In today's fast-paced digital world, businesses of all sizes need to have a strong capability in creating and maintaining digital services that meet the needs of their customers and stakeholders.

The bottom line is that measuring marketing effectiveness is hard. There is no silver bullet, no one-stop shop to address each need and use case. Fortunately, constructing a workable solution is possible – it just needs a bit of time, effort, and patience. I’ll introduce my way of thinking which consists of three levels; helicopter view, street view, and the microscope.

One of the easiest areas to overlook when trying to increase the profitability of your commercial operations is the cost of existing tools and platforms. The systems, tools and platforms comprise a "stack" which in simple terms can be tiered into layers of data, decisioning and delivery.

Let me start with a word of caution: a full-blown composable commerce architecture is not for everyone. Setting up and managing multiple services, their integrations and the resulting shopping experiences is not a journey that should be taken with light understanding of business value.

Payments happen as the final step in checkout right before confirming an order and letting customers know that the goods will be soon on their way. A fairly simple step at the end of the funnel – right?