Rich Clark Marketing

Opinions from Rich Clark one of the UK's leading Marketing Professionals


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Web Analytics – how can you utilise to create improvement?

Web Analytics

In today’s economy most organisations have a website.  Most organisations invest in the design of the site.  A high proportion invest in usability.  A number of organisations invest in additional content.  A good proportion of organisations invest in web analytics, however a good proportion don’t.

Of the organisations that do invest a number don’t really utilise the full benefit.  So those that don’t realise the full potential of web analytics or don’t use them at all are really missing the real advantage of the web.  Most people love the internet because it is ‘so transparent’ or ‘it is the most measurable channel’.  However without fully utilising web analytics those benefits cannot be truly reaslised.

How do you make it work?

Most organisations completely fail to realise the full potential of their investment because they invest in the tools, however don’t invest in the resources needed to make the tools work.

The main building block to making web analytics truly work is to invest in personnel that can both operate the tools and as importantly understand the outputs, analyse and put plans into action to improve, based on the results.

Companies also need to recognise what they want from web analytics.  It may be that all you need to know are basic traffic numbers, or sales per visits.  These parameters should be set and where possible, dashboards shWeb Analyticsould be set to ensure consistency of output and easily comparable data.  In addition, this should create efficiencies within business decision-making processes.

What should you use Web Analytics to achieve?

The obvious areas are measure, analyse and optimise on your KPIs.  Simple, however many organisations fail on these basic central points.

A key reason for adopting a thorough approach to web analytics is to input into your optimisation strategy.  Let the data identify key issues that are impacting on your conversion in both a positive and negative way.

Web analytics should also allow you to track the sources of your traffic.  You should be able to track all your sources of traffic, de-dupe and prove what channels are driving traffic, sales and ultimately conversion.  With the two elements combined you should be able to optimise both your site (layout, call to action, customer journey) and your media/creative mix.

Going back to the original point, if you clearly define your objectives and KPIs, web analytics can really

The continuous improvement process

The continuous improvement process sometimes termed kaizen (Japanese for improvement) is what should underpin any web analytics implementation or strategy.  The basis of this concept is actionable measurement.  You need to do more than just measure results, feed the output back in to everything you do.  Change both the elements that are measured and review everything it impacts.  Even though you may be identifying a away to optimise your call to action buttons on your website, it may be down to the language – this in theory could influence how retail staff interact.

top5Top 5 Key considerations

1 Delve into your analytics and get past the top layer

2 Mirror the output with the objectives

3 Once the basics are cracked, undertake more complex initiatives such as multi-variate testing, which allows you to make dynamic changes to your site to speed your optimisation cycle

4 Can areas of improvement being made on the website improve other areas of the business?

5. Don’t just collect data, act upon it, optimise and review

Cost Vs Benefit

Remember, web analytics doesn’t have to be expensive.  You can get complex systems such as Omniture, that can interrogate all levels of detail and integrate into all your business systems.  However if your requirements aren’t as complex, your implementation timescales are shorter or quite simply you don’t have those levels of budget, you can get a very rich layer of information from free tools such as Google Analytics.  Whatever happens, don’t let cost be a barrier to implementing web analytics.  The benefits of a small investment will far outweigh any costs, as long as you act on what you are being shown.

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Teenagers Don’t Regularly Read Newspapers

Morgan Stanley Revelation

Well it seems to take a 15 year old boy to tell the corporate world the blinking obvious.  Matthew Robson a 15 year old school boy had a work experience stint at Morgan Stanley.  As part of his spell there he was asked to write a research paper on teens media consumption.

Now this isn’t a dig at Matthew Robson, or particularly at Morgan Stanley, but does it demonstrate a distinct lack of awareness at large corporations about online and other emerging media channels.  Matthew probably didn’t expect to become when he wrote a summary of what he and his mates thought.  Yet it seems his work hit the tables of analysts, investors and CEOs.

So what inspiration did Matthew afford to his six-figure salaried friends?  Well here are a few items:

Teens prefer streaming sites (e.g. Napster and Spotify) to regular Radio – as, wait for it, they don’t like adverts

Teens prefer Facebook to Twitter as it is seen as a better way to stay in touch – (apparently Stephen Fry isn’t cool for teens)

Teens also watch TV (a lot) but via internet rather than TV, so they can watch what they want when they want on channels such as iPlayer

Teens don’t buy newspapers, or indeed don’t buy CDs

Teens also find online advertising pointless

Well as I said, this is not against Matthew, I just think the stating of the blooming obvious really illustrates a lack of corporate understanding.  This lack of understanding is both lack of education of online and also most are so far out of touch with ‘youth’  the obvious becomes a breakthrough.  I just hope Matthew’s efforts opens the eyes of some corporations. 

I have thought of some other bright ideas that Morgan Stanley can get excited about:

Top 5 ideas

1. School boys like football and can often be found to wear replica football shirts

2. Very young children struggle to eat solid food, they prefer liquidised food which is easier to swallow

3. Kids enjoy sending text messages on their mobile phones

4. Children play games on their consoles

5. Girls and boys are different, as a result they should be treated differently when targetting products at them

Matthew is also quoted as saying that he is now considering a career in investment banking.  Matthew, I am not surprised, good luck.


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Top 5 TV Ads

 

This is a list of my Top 5 favourite recent or current TV ads.This won’t feature the usual high-budget productions from Nike, Guinness or Coca Cola that you are used to seeing. For me the ads on this list off something different. Create engagement, impact or break the mould in their sector. 

1. Cadburys Dairy Milk

The latest series of ads are both creative and show a brave move from the Cadburys Head of Advertising. Rather than concentrating on the chocolate or people enjoying the flavours, Cadburys have created a new stance. They have managed to mix music with humour and creativity and not once does if feel like the brand is being bastardised. Hats off to Cadburys and their agency on these. I could have picked any of the recent series, the Gorilla is probably best known, however due to currency and sheer weirdness I have selected the two kids with the 80s watch and eyebrows.

2. Compare The Market

This ad is a fine example of where creativity takes a lead over the brand police. Obviously the outcome of a creative think tank, the agency that came up with this concept probably couldn’t believe their luck when their client bit. The ad lends itself to some neat viral activity with a spin off website comparing Meerkats. It also very simply gets the message of Compare the market across. Its use of the web to extend the campaign further is a fabulous example of using all channels effectively. The Meerkat with his simples slogan, could also become a great icon. Visit Compare the Meerkat – its worth a look

3. PG Tips

The series of ads featuring Johnny Vegas and Monkey from ITV Digital is a genius idea from the outset. However the latest ad which shows the over complex method of making a cup of tea. Including the milking of the cow and Vegas dancing with Monkey to the Stripper by David Rose. It takes on some classic cartoon style moments as well as classic slapstick. There is no other tea to beat PG

 4. T-Mobile

The first time this was aired was as an exclusive to channel 4. With over 2 minutes of footage from a ‘flash mob’ in Liverpool Street train station, London – it took a while for the pay-off to show that it was an ad for T-Mobile. What T-Mobile created here was a talking point, a stand-still moment that is very rare in advertising. The slimmed down versions are no less entertaining. Whether this is more than a good one-off remains to be seen. The snippet showing a bar-code is hardly inspirational. However as a piece of creative with standout, this is up there.

5. Virgin Atlantic

The ad works on a number of levels. Maybe it is a generation thing. Maybe it’s the visual clues to the 80s, Wimpey and Our Price. Maybe it’s the distinctive Frankie sound-track. Maybe it’s the vivid colours used on the cabin crews uniform and the photogrpahy in the background. Whatever the reason. The ad works – it simply and effectively puts Virgin’s birthday message across (something I wasn’t even aware of before the ads)

Nearly made it: 

 

Nationwide Building Society OK, so I may be a little biased here (having had a hand in the development of these ads). However, Nationwide broke the mould in terms of advertising Financial Services products. Rather than solely concentrating on the product and the potentially good rate, they took a brave step of moving to a situational approach. It focussed on exactly what Nationwide isn’t by introducing the bungling Bank Manager, played by Mark Benton. This combination of good story, good one liners and a pay off, mean it is without doubt worthy of a place. Also, it was a contributory factor to the downfall of those annoying Halifax/Howard ads.

 Barclaycard  The ad with the slide is another fine example of standout within a sector. Finance is slowly moving away from the stayed boring ads. Visually it stands out with good filmography and great visual clues to every day life (Scanning card in supermarket). The music is unusual (Let your love flow by The Bellamy Brothers) offering standout. The addition of a few funny elements such as getting stuck on the slide and the towel line, means this deserves a mention.

Love to hear your views.  Do my choices resonate with you?  Or do they jar with every sense you use?