December 31, 2012 • 9:24 am
I remember being distinctly underwhelmed by a recent talk by someone with a fancypants innovation title in a major high street retail group. It sounded like ‘innovation’ was shorthand for’ interruption’. Tricks and charlatans do attract people to the fair, but circuses come and go and I doubt whether even Barnham and Baily worried about loyalty.
It’s obvious that few retail startups would invest in physical estate so if you’re running a big national retailer looking to give people a reason to come to your store, why not try some of these free ideas:
1. Get rid of the merchandising and turn your shop into a learning and discovery centre for customers. Make sure the wifi is free and the coffee good.
2. Bring other real world services people need under your roof – parcel collection, ID verification, childcare. Ann Summers could do with sex therapy what Boots did with dispensary services. And on a topical subject for today: it beats me why on earth banks haven’t cottoned on to offering free financial advice seminars and drop-in sessions.
3. Offer on-site repairs. Sending precious personal kit away for 2 weeks – or binning it altogether – is surely a thing of the past for commercial as well as environmental reasons.
4. Try paying twice as much for store staff and see whether this gives customers a reason to come in rather than trawl the abyss of opinions online.
5. Use mobile to bring the benefits of the web to the real-world that even heavy web users enjoy. But make sure the experience is beautifully crafted and the mobile experience truly value-adding.
6. Shut it all down and move online. Although a start-up, you’ll have the advantage of existing brand awareness and customer data. The poor people at Comet all lost their jobs in the end anyway- I wonder how many of them would still be employed if they’d cut-and-run online sooner.
Filed under: Uncategorized
January 16, 2012 • 9:30 am
In spite of the proliferation of online analytics packages available, most marketers don‘t realise how much rich, detailed information about their online video can be fed in. Actual data is the only way brands can understand what content their consumers find appealing and even this short article should be able to reveal some of the faculties of online video measurement that are often obscured – or withheld completely.
YouTube has shown us how great video can look on the web, but it’s not shown us the full breadth of fantastic information that can be gleaned about viewers‘ behaviour. Similarly, self-hosted content (i.e. where it‘s put on your web server and pointed to from your site with a free Flash player) will only tell you how many times each video file has been accessed, if you‘re lucky.
Even the most basic of online video platforms should be able to offer you the following data about how your videos are being consumed:
- View counts by day
- View counts by hour of the day
- Views per host site (the different places where the video is available)
- Duration monitoring for every view on every video (how far through the video people watch and which parts were re-watched the most)
- Comments and when they were made
- Social media sharing per video and day
- Interactivity performance (appearance of ads or clickable regions, click through rate, close rate and crucially, when the ads were clicked)
These basic insights should be the very minimum set of data you look at to make simple assessments about the return on investment of your online video or the effectiveness of a particular piece of content as an awareness builder.
However it‘s all very well sitting down at your review meeting and remarking at how great it is that 4,362 people watched your video yesterday – but what are you really trying to measure? Video is interactive, and when a viewer or customer does something around a video, it‘s likely to be a choice from several options rather than a simple ‘response‘ that we‘re used to from traditional media measurement. A click is incredibly useful of course, but on its own doesn‘t reveal the extent to which an ad is involving the customer with the brand. Rather than focusing on simplistic measurements like click through rates or video views, you need to look at aspects like engagement rates and duration monitoring too.
If you‘re using online video for retail, look at which products viewers are interested in, not just the raw number of click throughs. Compare people’s browsing behaviour to their buying behaviour by plotting video views throughout the day against purchase volumes – you might find people prefer to browse video in the evenings, but make their actual purchase decisions during lunch breaks the following day. These insights could fundamentally affect the way you organise your website during different times of the day, and when you dispatch outbound marketing messages.
Ensuring you have visibility of your video metrics in the same system as your overall analytics reporting will help you do everything from attribute individual commercial values to each piece of content, to see where video fits into visitors’ overall engagement with your site. A/B testing will help you determine the impact a video is having when inserted at a particular point in the user journey – meaning you can use actual information to improve where in the site customers are presented with video, and what type of content has the biggest impact on conversion.
Filed under: Uncategorized
January 2, 2011 • 11:21 am
The stats helper monkeys at WordPress.com mulled over how this blog did in 2010, and here’s a high level summary of its overall blog health:
The Blog-Health-o-Meter™ reads This blog is doing awesome!.
The Leaning Tower of Pisa has 296 steps to reach the top. This blog was viewed about 1,000 times in 2010. If those were steps, it would have climbed the Leaning Tower of Pisa 3 times
In 2010, there were 10 new posts, not bad for the first year! There were 7 pictures uploaded, taking up a total of 149kb.
The busiest day of the year was April 19th with 63 views. The most popular post that day was Who is Venio run by?.
Where did they come from?
The top referring sites in 2010 were twitter.com, linkedin.com, facebook.com, producersforum.org.uk, and uk.linkedin.com.
Some visitors came searching, mostly for venio, venio services, venio steffan aquarone, does anybody dealt with venio, and steffan aquarone venio.
Attractions in 2010
These are the posts and pages that got the most views in 2010.
Who is Venio run by? April 2010
What does Venio do? April 2010
Reaching the top of the hill July 2010
Just tell me what you do! June 2010
Get in touch April 2010
Filed under: Uncategorized