John Readman, CEO of Modo25, emphasizes that accurate forecasting should start from a bottom-up approach, rather than relying on top-down targets influenced by agencies and media owners. He highlights the industry's over-reliance on PPC at the expense of brand building and urges brands to focus on organic traffic and data-driven strategies for sustainable growth.

The post You shall go to the Crystal Ball: John Readman on forecasting the eCommerce future appeared first on Browse Basket Buy - eCommerce podcast.