The Oxford English Dictionary defines the verb, to raid, as “a rapid surprise attack on an enemy by troops, aircraft, or other armed forces such as a bombing raid”. A raid is one of the better ways of assuring victory in military scenarios. R.A.I.D. is also a good way to be a successful in eCommerce. This is not your typical R.A.I.D., however. R.A.I.D. is a a four letter acronym which stands for victory.

Reach

Advertisers seek to extend their reach as far as possible. The reason for this is quite clear. The more people that you reach, the larger your potential market is. This is the same for eCommerce, and perhaps even more critical. Those in the industry who score highly in terms of reach tend to be the ones that dominate the market. eCommerce players need to have the longest possible reach.

Adaptability

Selling advertising works within the B2B market. This is contrary to the B2C model that eCommerce companies are typically based on. You therefore need to be able to navigate through both methods of doing business. By understanding this, you will be able to create an organizational structure which manages ads in the most successful manner possible.

Innovation

This goes hand in hand with adaptability, but it occupies a separate place for a good reason. This goes beyond having the silly acronym of R.A.D. instead of R.A.I.D.. Competition is fierce. It is very intense. In fact, you need to invest a lot in innovation, and perhaps even have it at the forefront of your business strategy. Without this, you will not be able to keep up with, let alone get the edge over your competitors, and therefore be left in the sand.

Data

This might be the most critical part of the entire R.A.I.D. methodology. For any business strategy to work, you need the right data. It is not enough having a lot of it. You need to use it in the right way in order to be able to firstly identify the most valuable customers. Then you need to study their behavior. Once that is done, you will be able to serve them in unimaginably beneficial ways.