Category Archives: Consulting

The Four Minute Mile

Late post today so I’ll make it brief.  I was returning from some morning meetings (hence my lateness) and I heard someone talking on the radio about one crisis or another – geopolitical, financial – who knows.  They kept saying that a fix was “impossible” and spent the better part of the segment explaining why that was so.  I, of course, immediately thought of Roger Bannister.

 

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(Photo credit: I am I.A.M.)

 

Right up until that day in May of 1954, it was thought that running a mile in under four minutes was not humanly possible.  I’m sure there were a lot of sportswriters who pontificated much as did the person on the radio this morning about why that was so.  15MPH for that period of time?  No way.  I’m sure they were doing so right up until Bannister crossed the finish line in under four minutes.  To show it wasn’t some superhuman feat, John Landy finished right behind him – also under four minutes.  Suddenly, the common knowledge – and the mental barrier it imposed – changed.  Miles have been run hundreds of times under that barrier now and the record is 3:43, closer to three and a half minutes than to four.

 

We often do the same thing in business.  A sales goal is not achievable   A product can’t be built.  The person with the qualifications we really think are required for the job can’t be found so we settle on someone lesser.  Four minute barriers we can’t break.  Until we do.

 

I’ve used the Bannister example with groups before to get them to think about how our mental barriers hold us back.  What do you think?

 

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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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Image via CrunchBase

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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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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