The more I discuss the value of understanding a company’s digital brand the more possibilities people start to think of where they can use this information. I saw this infographic from Wipro and think it is spot on. When you have senior level management striving to reach company goals then digital analytics come into play.
For those of us in a service industry like architecture/engineering/construction I want to point out a few things that might make you say “Uh … that doesn’t apply at my firm!”
For the case study on Anheuser-Busch, they used data from SKUs on their products to give them feedback. Instead of SKUs, think about a case study you may have on your firm’s website. Where is it located? Do visitors have to go two pages in to find the case study? Is it “above the fold”? Is there a call-to-action button driving your audience to the case study? Your firm’s website is a lot like a grocery store. Where you put the goods depends on how your customers will “purchase” them. There is a reason Wal-Mart puts the beer section next to the diaper section. Wal-Mart knows the likelihood of mothers sending the fathers to the grocery store for diapers. Late at night. And as a trade-off for getting out of their recliners, into their cars, and driving across town to get diapers they might as well pick up a case of Miller Lite. Besides, it is not like they have to walk across the store to grab a pack. IT IS RIGHT THERE! Do the same thing with your firm’s goods on your website.
The Fortune 100 chemical giant case study … how the heck do you improve operational efficiency from analytics in the A/E/C industry?! Simpler than you think! At my wicked-awesome day job (Beck Technology) everyone is going in a million different directions at warp speed. Do you know how many times I was asked for a specific case study? Or the company’s twitter handle? Or when a specific webinar was coming up? So many times that I decided to make our website not only useful for customers but also for our team. I put all of those links right on the website so anyone in the company could find the documents, articles, community page, and whatever else they needed right at their finger tips. It reduced workflows! They no longer had to email me to ask where something was (and then wait on me to respond). They also could send the URL to a customer (which we could then track on the back end)! Even that small amount of change has given our team vast amounts of “extra” time and made us more efficient.
The risk management case study from NXP also works for the A/E/C industry. Let’s say your company becomes an annual sponsor for an organization for $10,000. First, make sure you know what you are getting for your sponsorship. When my company sponsors something I want to see our traffic on our website increase. And I want there to be a direct correlation to the organization’s website. (You can see this data in Google Analytics.) The more unique visits from their website or their digital publication to our website usually means greater visibility for us to potential customers. Second, stay in contact with the organization. If you aren’t seeing the increase in numbers then talk with the organization and discuss promotion opportunities (email blasts, webinars, mailings, social media campaigns, etc.) Your $10,000 sponsorship could have been a write-off but if using your analytics correctly you can make that sponsorship really pay off for your firm.