If your company didn't encounter tightening budgets over the past year, get ready. You surely will.
Most Web teams already work with limited staff and resources, plus they have plenty of projects and potential ideas. Prioritization is always a problem. Think about your Web team: how long will it take to roll out a new idea introduced this week? Can you even get a basic change (other than copy) made within a few weeks? For large organization, new opportunities often go to the end of the list -- which could means it will take months to a launch.
Now think about this issue getting even worse as resources tighten up more. And this will combine with the need for greater accountability, meaning more work justifying the potential impact of initiatives.
All this adds up to more work with fewer resources and much greater accountability. But there's a potential upside to the market challenges: focusing on analytics and site optimization to increasing your Web channel's ROI (define).
If you've been struggling to get people within your organization to really integrate Web analytics and optimization into the daily decision-making process, the economic downturn may be the motivation your company needs. Analytics and site optimization can truly help companies better understand the impact and ROI of the dollars they spend.
The following outlines a few ways to get your organization to enhance its focus on analytics and optimization. I have written about many of these things in past columns but will examine how to position these and build enthusiasm about moving in this direction:
Yes, times are tough. Yes, they may get tougher before they get better. Now is the time to focus on smart spending, prioritization, and ROI. Take a shot at turning lemons into lemonade. As we emerge from these tough economic times, you will have helped improve ROI and set your Web channel up for greater success going forward.
Focusing on the four items above will help greatly improve the success of your Web team and can positively impact your overall business.
Know your Ambiguous Customer: Effective Multi-Channel Tracking
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As the Chief Performance Marketing Officer for POSSIBLE, Jason supports the agency's global Marketing Sciences and Media Services programs.
His primary role is to help POSSIBLE teams and clients use data to craft digital strategies that attract, convert, and retain customers - maximizing ongoing ROI across paid, earned, and owned channels. He believes that brands can better serve their customers by understanding audience behavior, and that messaging should be targeted to individual customers through the use of testing, behavioral targeting, and CRM initiatives.
Jason has written extensively about digital analytics, optimization and digital strategy, including an ongoing column at ClickZ.com. He is the co-author of "Actionable Web Analytics: Using Data to Make Smart Business Decisions," which is one of the leading texts in the field of digital analytics. His client roster includes Microsoft, Nike, Nokia, Dell, Ford, Sony, PayPal/eBay, P&G, Alcoa, Expedia, Mazda, Intel, and Motorola, and more. Jason is a frequent speaker at conferences and seminars around the world ranging from the Cannes Lions, Adobe Omniture Summits, eMetrics, SES, ad:tech, BazaarVoice, and many other WPP events.
Follow him on Twitter @JasonBurby.
June 5, 2013
1:00pm ET / 10:00am PT
June 20, 2013
1:00pm ET / 10:00am PT