Archive for June, 2015

Ad of the Month – Samsung

Friday, June 19th, 2015

Ad of the Month

Samsung released an ad for the Galaxy S6 called, “#TextsFromMom” which documents the struggle that Millennials have trying to decode the “Mom text.” The ad outlines some of the characteristics of mom texts, and why they happen, which included:

–  They sign off all of their texts with “Love, mom,” because they think we don’t know it’s them.

–  They don’t understand selfies–why we take them or what they are.

–  Hashtags are a lost cause. Don’t even try to explain. Just don’t.

–  Emoji use is often misguided, but not as badly as hashtags.

–  Autocorrect is their worst enemy.

–  They try to incorporate slang even though they have no idea what it means.

Samsung takes us through the comedy of Mom texts and then ends with, “But the important thing to remember in this is that they try so hard to text us because they care.” The ad may have been inspired by a Jimmy Fallon show back in 2013 in which he asked viewers to tweet their Moms’ best text messages to his show using the hashtag #MomTexts.

Since the Internet has made original ideas more scarce than public phone booths, sourcing your commercial from an old Jimmy Fallon segment isn’t the worst idea ever. Or is it? What do you think?

Analytics 101 for Small Businesses Part II of II

Monday, June 15th, 2015

Google Analytics is free.

In Part I, we discussed connecting your website’s content to your overall business goals. (Yes, it sounds so incredibly elementary, and yet many small companies still don’t know how to do this.) Now we’ll look at measuring the ROI of your website which is done with analytics.

There are many analytic tools on the market, but the most accessible is Google Analytics because it’s free and very comprehensive.

Google Analytics

Many small businesses have set up Google Analytics on their website to collect visitor data, but they often don’t know how to make the information actionable. Again, if your content isn’t strategically aligned with your sales and marketing goals, the data collected won’t be either. Business goals are at the heart of the functionality of a good website. In order to track these conversions using web analytics, you first have to clarify those business goals and list them in your Key Performance Indicators. (KPIs)

One of the leading authorities on web analytics, Avinash Kaushik, segments conversions into two types: macro and micro. The macro would be the dollars. The micro would be things like getting people to register on your site or downloading a white paper. These conversions are track-able, measurable, and like any good statistic, slice and dice-able–but only if you have already included them in your list of Key Performance Indicators in your analytics tool. And more importantly, the success of your website is only measurable if you’ve set up your analytics architecture correctly.

Andrew Edwards of ClickZ suggests the following check list:

Make sure:

  • You’ve planned your analytics environment advantageously.
  • You’ve gone through a stringent KPI definition exercise and know what your site goals are.
  • Your KPIs are logical and match your business needs.
  • Your tagging and reporting reflects the choices you’ve made.

This will require mapping business requirements to actual possible reports that can actually be achieved within the tool. It’s a bit harder than it sounds, and should be placed squarely in the hands of folks who understand how analytics really work.

So mapping out macro and micro business goals are a must before you implement an analytics tool. Similarly, you must come up with your benchmarks of success. Is 100 white paper downloads per month success? Is $100,000 per month of sales your goal? Defining the targets for each KPI is foundational to your analytics strategy.

This may sound ridiculously simple, but it’s not easy. Once you get the pages and pages of data from your analytics tool in front of you, having those very clearly defined parameters will help you sort through what is important and what is just nice to know. All the data in the world will not help you if you are not clear about your goals and you do not understand how to make that data actionable.

Your small business may not have the IT resources of Amazon or Walmart, but you can still use analytics to compete more successfully. Just remember, before you can make use of analytics, you have to first decide what you want to measure.


Analytics 101 for Small Businesses Part I of II

Friday, June 12th, 2015

Analytics has been the hot topic in business for a decade now. And for good reason. Using data to drive business decisions has helped corporations like Walmart, Amazon, and Netflix become dominating forces in their industries. By using analytics to measure consumer behavior, they can anticipate and react to consumer needs in a way that serves the customer better and cuts their costs on things like distribution and inventory. (And many other areas too, but for our purposes, let’s keep it simple.)

The Solution for Small Companies

But if you are a small company grossing less than $5M a year, without the deep pockets to buy the hardware infrastructure and employ an IT team, how can you make use of analytics to more deeply engage your customers and cut costs?

You can start with your website. In web analytics we are speaking specifically about the data associated with user interactions on your website. This is the measurement of the ways in which people actually engage with your website. By carefully recording and examining this data, a company can not only learn valuable insights about their visitors, but can also use the intelligence to streamline their site’s performance and make it more in line with their business goals.

Wait, a minute. Let’s go back to that point. Have you made your website strategically in sync with your business goals? Surprisingly, many small businesses haven’t. They put their products and services up and never think about connecting all of the content on their pages to their specific sales and marketing objectives. And by the way, we do this every day at Fig—connect our clients’ goals to their website’s content and analyze the traffic data to constantly improve the site.

So step 1 is connecting your website’s content, products, and services to your overall business goals. Step 2 is using analytics to measure the ROI you’re actually getting from your website. In part II next week, we will talk about how you can use analytic tools to measure where your business currently is and gain strategic insights into how to get where you want to go.