HPshopping.com won the Web Marketing Association’s WebAward for best e-retail site yet again for the fifth year in a row. When you’ve been successful for so long, how much can you really improve year-over-year to increase ROI? Catherine Paschkewitz, hpshopping.com Director of Consumer Marketing, and her team focused on data and analytics to improve search ROI by studying their gross margin data. They divided search terms into product category based on margin and were able to bid more aggressively than before in some categories, and improved profit margin by over 10%.