New High Score

Analytics. Visualization. Data. Design. Marketing.

Posts Tagged ‘rant

What Good is the Microsite?

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Recently, the agency I work for built a microsite for a client’s campaign.

The client, not the friendliest even in good times, was full of questions about how ‘effective’ the microsite (and the entire campaign) is. To add to the mess, it was an ‘engagement’ campaign, designed to generate thought about the brand, and an awareness of the impact the brand has had on it’s customers. No loud calls-to-action, no sales push.

If you ask me, it’s a great campaign. I can not tell you more about the details because I’m bound by confidentiality. But the buzz, whatever little, is very positive. It’s a B2B service and not the sort of thing that website or microsite visitors will sign up for immediately. It’s not Amazon or eBay.

Naturally, being the Data Monkey here, I was dragged into heated discussions on the campaign and it’s impact. The client wasn’t in a position to share ANY internal data with us. Nor is there any brand health tracking.

While the battle is ongoing, and I’m continuously coming up with different metrics to ‘prove that the campaign works’, which is the most annoying task, I found this eMarketer post on Deep Brand Engagement very useful. It essentially gives benchmarks from a study about how people who interacted with a brand online either buy it, or recommend it.

Fortunately, my client bought the stats (I don’t, completely, without seeing the data and the methodology). I’m posting because someone else might find it useful, too.

Sorry for the ‘Rant’ish nature of the post, it’s been a hard week so far.

Written by newhighscore

November 19, 2009 at 12:59 pm

Measurement And Ownership

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This is a bit of a Rant.

Very often, I find that it’s the Research Department that ‘buys’ analytics (or the IT folks, if it’s only web analytics). I have found this to be a problem-area. These departments are not directly measured on the quality of insights generated, or to go a step further, business success. They look at themselves as operational or implementation folks, the guys who have to get the system in place, and ensure everything is running smoothly. Which is great, because someone has to. Otherwise we’d be in the stone ages.

But that affects the specialist analytics and insights (and even business consultants). Because these guys are usually the people holding up analytics work.

“Our Omniture implementation has to be tweaked a little more before I can give you the data”

“The agency hasn’t come back with the data – we can’t afford to pay them simply for the datapull”

“Why do we need an analytics vendor? The research agency should give us the insights”

And the best one:

“I don’t have clearance to give you data”

Seriously, folks. Your firm is paying an analytics agency to answer some questions (which you could have answered, but didn’t). The least you can do is to help out and be part of the entire process of answering the questions, instead of being a bottleneck. Because when this situation is flagged by the ‘owner’ of the results (the Brand Manager, the Product Manager, the Website Channel Manager, whoever), the data will end up being shared anyhow.

Sorry for the rant, but I’ve recently been facing the wrath of a few such individuals, who insist on ‘safeguarding’ the data with their own insecurity.

Written by newhighscore

June 30, 2009 at 4:06 pm

Posted in Analytics

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