Analytics

Where do you draw the line between analytics and privacy?

Where the customer feels like their privacy is being violated. That is the line. Customers have expectations on what happens with their data, and those expectations need to be managed. Over time, they may change. But companies that start from a point of, what would a reasonable person want, are going to have an enduring approach. In most cases, for analytics purposes, going deep on one single customer isn’t instructive. Analytics tends to look for broad trends across populations of… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

What is web analytics that respects privacy?

Nudge. Nudge is built with privacy in mind, to ensure that brands can get insights to make informed decisions but not at a cost to their customers. This is the best long term approach for all parties involved. To provide insight, in a reasonable manner. Nudge enables you to get customer insights with ease, diving straight into how customers are engaging, what they’re paying attention to, where they’re coming from, on what devices. And then it makes analysts jobs easier… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

What role does analytics have in research?

Analytics help inform research teams, and guide them to areas that may need more exploration. It’s kind of like a compass in providing direction and like a coach in providing feedback on what’s working. Analytics enables research teams to be more agile and make data-informed decisions. To identify areas of opportunity. And provide confidence in models or predictions that may have been made. They can also provide early indicators of success in experiments. However research teams need to know how… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

How to drive short term sales with content marketing

It can seem like an oxymoron, why drive short term sales, when the reality is yes you always want to grow long term. But you also have to deliver today. And content marketing can be great for driving short term sales, as it helps to cut through with your audience, and speak to the immediate use case, or why to buy now.  For example, you may make some seasonal content, talking about fall, and what products/services you have that… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

How to measure original content

Many marketers are looking to original content to deliver on their objectives. In terms of measuring original content, marketers should start with, what is our business objective, what are we trying to achieve with original content? You may reference SalesForce+, their tv/streaming project. Their objective, could have been, how do we engage business leaders, when they’re not in the CRM. So their objective is to use smart content to engage their current and potential customers. This then, makes the measurement… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

How marketers can reduce complexity in analytics & measurement

Ever been to a yard sale? With all the knick knacks people have collected over the years. Old basketball cards, that well used couch oh and the lamp that is no longer in fashion. Every brands analytics set up is like this. Old conversions that no longer work, that one platform that was tried for two days and never turned off. Duplicate tags firing from the tag manager, the template and maybe an old plugin. In short, measurement set ups… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

How analytics can drive growth of customer base

Growing your customer base, is every companies key objective. How can we add more customers, where can we find them, how can we deliver a good experience to them. And analytics is the key to unlocking growth in your customer base. It helps identify early pockets of new customers, that you can then go and grow. It then plays as a feedback loop on how those customers are engaging with your sales and marketing efforts.  Nudge enables you to… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

How to show the impact of marketing spending on intermediate KPIS

Proxy measures, or intermediate KPIS are used in more complex purchasing cycles, to help demonstrate that a part of the marketing mix is delivering on shifting customers through the customer journey. They help address gaps in the purchasing cycle, or help address business objectives. i.e. maybe you need to help drive sales through a retail partner and are unable to fully measure purchasing through them. So you measure, how many people click out, or visit a product page. This is… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

How to build a financial case for marketing spend on existing data

Existing data is an intelligence asset for marketers. It houses, your past results and learnings from engaging with customers. It really is a great asset to have, and one that can always be utilized better.  When building a financial case, past analytics data, helps you to see how past spend went. If you haven’t really done this before, it can be useful to backtrack on a couple of initiatives. And outline; What you did.  What you spent. … Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

What is analytics role in scenario planning for marketing?

Scenario planning is a valuable management exercise to help plan for circumstances in an unknown future. It helps to ground all the unknown into multiple scenarios, which should ideally cover off most of which brands will land in. It’s a great process for turning the unknown into the known, then working through that. And then when circumstances arise, to better arm teams on how they can handle it. Analytics plays an important role, it can provide an idea, of what… Continue reading

Ben Young
Ben Young
October 21, 2022