Torque

Building an optimisation culture

12 March 2009

I came across this very interesting article, which is well worth a read if you have a couple of minutes spare in the coming week.

There are a number of areas in the article that really resonated with me, and make it well worth a read.

Firstly, that "less than half of American and British marketers use analytics to measure their online campaigns" - and you can be sure the number will be similar in Australia. Whilst at first glance this seems bizarre - a lot of on-line reporting is free and easy to get - it uncovers what I believe is the more deep rooted problem that most marketers don't like to report hard measures against their campaigns. Which is great news for those brave marketers who are measuring (and optimising) their marketing - and building a culture where measurement is encouraged and embraced.

Secondly, I thought the following quote was very apt in these trying times: "Most campaigns would perform better if people only realized how many times a visitor engages with your campaign and then abandons only to search or reach for your “home base” later. This recession will weed out many of those who don’t pay attention to this".

And finally, the thought that "New isn't always better" I felt was particularly relevant to on-line analytics. It is always better to get an older system reporting the right things accurately, than a shiny new one which is nearly right.

SC