Monthly Archives: November 2012

Running Full Speed In The Dark

If your business does anything in the digital space you probably have some sort of system in place to measure that digital activity.

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Having run an online commerce site I can tell you that those analytics are second only to actual sales figures in importance.  Having run and consulted on sites where content is king (as opposed to commerce!), the data helps you to understand user preferences, content gaps, and how best to engage the reader.

That’s why something I saw the other day was so disturbing to me.  The folks at DBD Media recently conducted research on Google Analytics implementation across 50 e-commerce websites and found that 80% of retailers don’t know how to use Google Analytics:

  • Only 50% of e-commerce businesses track main conversion
  • 73% of businesses are inflating traffic in their analytics reports,through self referral issues.
  • 60% of GA accounts were not correctly synced with Google AdWords, meaning Pay Per Click data is not being passed-on and is hampering accurate ROI measurements for paid search.
  • 67% of websites haven’t integrated social media tracking
  • 30% of websites have incorrect e-commerce tracking implementation.

There are more findings but for a commerce site these are the most critical ones.  I suspect that if we were to survey content sites we’d find similar issues.  Why does this happen?  According to the folks at eConsultancy:

Our recent Online Measurement and Strategy report finds that the most commonly cited barrier for company respondents was a lack of budget and resources, with 50% of respondents listing this as an issue. Following this was a lack of strategy (31%) and siloed organisation / lack of co-ordination (26%).

For supply-side respondents the most commonly cited barrier was a lack of understanding / don’t know what to measure (47% compared to only 24% for company respondents), followed by a lack of budget and resources (42%) and a lack of strategy (37%).

The first item is particularly galling.  I suspect that has to do less with an actual lack of funds that a failure to reallocate the funding from some legacy activity into analytics support.  What could be more important, especially if your entire business is online?

When you’re doing your next budget, think about what activities add revenue and profit   Maybe those need to be your top priorities as you’re allocating funds? “We did it this way last year” isn’t a system – it’s an impediment.  You with me?

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Consumer Supression

Happy Election Day! I hope all of you here in the U.S. have voted or will do so before the day’s end. While I’ve often stated we don’t do politics in this space, I’m going to make an exception today and talk about something that’s been going in the political world that I find repugnant. I can hear you all wondering which of the hundred of things from which one can choose I’ll mention!

I’m doing so because today a business point makes the political one (usually it’s the other way around here) and they’re both instructive   Think about your business and businesses in general for a minute.  I know of very few that discourage customers.  Some country clubs and co-op apartment complexes won’t do business with consumers wanting in.  Some professionals in the service sector – doctors, some consultants – are picky about accepting new clients.  That’s about it.  I’m not talking about an overbooked hotel or a full restaurant – they’ll take your money but they don’t have room.  Even when business is going well we all need new customers to keep it going.  We’re not in the business of doing anything that suppresses consumers from becoming customers.  Turning people away in good times discourages them from ever coming back, particularly when we need them the most.

Government’s consumers are voters.  Part of what each citizen receives for their tax dollars along with roads, schools, and protection is the right to vote.  The ability to influence everything else that the government does.  The more citizens that participate in the voting process the more likely it is that those who are elected will reflect the majority will of the people, which is a good thing in my mind.

That’s why the efforts by some to suppress the vote is not only repugnant, but short-sighted.  Government needs customers – voters – just as any business does.  Curtailing voting hours, sending out misinformation about polling places, and positioning poll-watchers to intimidate voters discourage customers.  No business can succeed doing that and maybe that’s why government is failing in many ways.

There is another truth here.  No business can succeed by cheating.   Neither can a political party.  Voter suppression, which seems to be perpetrated by one party almost exclusively – is cheating.  Suppressing the votes in areas that historically have not voted to support your candidates is wrong, and writing it off as “politics” is worse.  When a business sells you something using bait and switch tactics they’re cheating and we all get angry when that deception is discovered.  Maybe this kind of behavior is part of why many people feel disconnected and angry at government?

There are many ways to give feedback to a business these days and many people do so via online reviews and social media.  If you’re being smart about your business you’re listening carefully to it.  You’re certainly not telling customers to go away.  Today is the day when all of us as customers of government have the chance to offer feedback.  I’m intending to offer mine.  I hope you all do the same.  Let’s hope they’re listening.  What do you think?

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Working Backwards To The Web

When I work with clients on how they’re going to approach digital, I’ve been telling them something a bit different lately.  While I still believe that a company’s website is the primary point of contact, how that site is designed and built needs to be very different   They -and you- need to be thinking mobile first and working backwards to the web.  Sites that aren’t optimized for smartphones and tablets as a primary access channel are going to be out of date very quickly.  How do I know?  Check this out:

Underscoring the mobile migration story, IDC … issues a report … arguing that the number of people in the U.S. accessing the Internet from PC will decrease in coming years. The 240 million consumers currently using desktop and laptop PCs to go online will shrink to 225 million by 2016, they contend. In 2015, the tipping point will be reached where more people will come to the Internet through a device than through a traditional PC (emphasis added).

Think about how you use media these days.  You’re probably watching TV with a second screen somewhere nearby, and more often these days that means a tablet.  More people are likely to leave home without their wallet or keys than without their phone.  The desktop computer and even the laptop is an afterthought – something with which we do work but don’t necessarily consumer media or interact with brands.

Here’s a nagging thought to keep in mind.  Click through rates on mobile ads are awful – even worse than the pitiful rates we see on banner ads.  If it weren’t for the “fat finger” effect (people hit ads accidentally), I suspect these rates would be even worse.  How are you going to overcome that?  Have you been experimenting with mobile search and learning what makes it different from web SEM?  Maybe now is a good time to do so.  Is your site optimized for mobile access?  Maybe we should chat?

Working backwards to the web isn’t really working backwards.  It’s a forward look into the future.  Thoughts?

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