Anyone who has been selling on eBay for any length of time probably has pondered these questions: where are my buyers coming from, how are they searching to find my items, and what can I do to drive new traffic to my listings? In fact, a recent survey conducted by eBay found that 70 percent of the community’s most active sellers believe that more access to marketplace data would help increase their sales. Most serious eBay sellers are eager for more details about eBay shoppers, but this information was not readily available until fairly recently. The emergence of data-analysis tools has opened up a world of information. And as the tools become more robust, the data that sellers can access is becoming more abundant. eBay users who apply that knowledge to their listings will increase their sales, and their eBay-selling experience—not an MBA—is all they need to get started.
In Turn eBay Data Into Dollars: Tools and Techniques to Make More Money on Every Transaction (McGraw-Hill; January 2006; $29.95), Ina Steiner shows how to research new products and determine if they will be lucrative in the competitive eBay marketplace. Readers will learn how to increase their sales and profits by using tools and techniques that help them sell smarter, not work harder. Steiner provides a first-hand look at the kinds of eBay data tools that are available, how to use them, and how to apply them for great results.
Steiner offers practical techniques eBay sellers can apply immediately to their everyday eBay sales activities, and includes reviews of such tools as eBay sales and traffic reports, Andale Research Tools, Terapeak, DeepAnalysis, and Sellathon ViewTracker, enabling readers to learn how to use data from these tools to make key decisions about their eBay business. Topics covered in the book include the following:
• The basics of data mining and analysis
• What eBay data can – and can’t – do
• Measuring and analyzing sales performance to increase profit margins
• Applying data to fundamental listing strategies
• Making better inventory acquisition decisions
• Using competitive intelligence techniques to get a leg up on the competition
• How PowerSellers are increasing revenue through data analysis, and more.
The book assumes that its readers know the basics of selling on eBay and uses terms and concepts familiar to intermediate-level sellers. Part-time sellers will benefit as much as full-time and high-volume sellers. Companies that don’t sell on eBay but wish to learn more about how eBay data can be mined for sales data, market information, and competitive intelligence will also find this book useful.
ABOUT THE AUTHOR
Ina Steiner, M.B.A., is founder and editor of AuctionBytes.com, publisher of content for the online-auction industry. Prior to founding AuctionBytes, Ina worked for more than a decade in market research and product management; her research has been published by International Data Corporation. She is a member of the Online News Association. Ina has been quoted as an eBay authority in The New York Times, Wall Street Journal, USA Today, Smart Money magazine, Fortune Small Business, CNET.com, San Jose Mercury News, and the Boston Globe. She has also appeared on TV and radio, including Public Radio’s “Marketplace” and Bloomberg Radio’s “Tomorrow Tonight.” Ina is a weekly guest on the syndicated radio show “Calling All Collectors,” which reaches nearly 10,000 listeners each week, and she appeared on eBay Radio last July in a segment about AuctionBytes called “A great resource for the SERIOUS eBay Seller.” Ina also writes “The Web Page” column for New England Antiques Journal.
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Bettina Faltermeier, Publicity Manager, McGraw-Hill
2 Penn Plaza, 12th Floor, New York, NY 10121 / T 212.904.3604 / E-mail bettina_faltermeier[.]mcgraw-hill.com
Turn eBay Data Into Dollars: Tools and Techniques to Make More Money on Every Transaction by Ina Steiner
Pages: 256 pp / Price: $29.95 / Publication Date: January 2006
ISBN: 0-07-226236-2 / A McGraw-Hill Book