Moved on slightly since then….!

Last week I attended a conference here in London organized by PM Forum, the association for marketers in professional services firms. Entitled “What’s your big idea”, the focus was on using innovation to create distinct client value.

Perhaps the most interesting workshop of the entire day was that hosted by David Jabbari, Global Head of Know-How at London law firm, Allen & Overy, on their use of internal wikis and blogs to disseminate key, current information between interested parties.

In view of current debates within the legal profession regarding ‘commoditisation’ (‘Tesco Law’) – the use of such wikis and blogs is a far sighted attempt to really ‘add value’ and to maintain a ‘talent based’ competitive advantage.

From my own perspective, perhaps the most enlightening aspect of the day was the clear absence of understanding amongst several attendees of the practical and commercial use of internet marketing and web analytics, not only as a means to garner potential new clients but also as a means to ensure that existing clients’ use of the site is successful (e.g; they can perform the task they set out to do, such as listen to a podcast or read relevant articles)

Having spoken with friends and contemporaries who work within the legal profession in London, I have heard them anecdotally state that they “want their site to work more for them”, yet my experience at the conference very clearly showed me that there is still a lack of understanding about what this actually entails in a practical, commercial sense. (Whether or not this is because those attending the conference were primarily marketing team members and not partners or fee earners who have more of a life or death interest in billable hours, it is hard to say.)

What this does not simply mean is overhauling a site for the sake of it or simply because X years have lapsed since the last update, nor does it mean ‘prettifying’ up a site for the sake of it.

Everything should have a commercial purpose.

Whilst I realize that marketing and the accountancy and legal professions may appear, at prima facie (forgive the pun…) to be at odds, internet marketing and web analytics have a clear, practical use for both law and accountancy firms:

Practical applications of web analytics for law and accountancy firms

Improve the visitor on site experience and ‘task completion’

Visitors to your law or accountancy firm site may be doing so for several reasons including

• Apply for a job
• Book a training course
• Find a training product
• Read articles on legal/accountancy issues
• Find out whether your firm can help with a particular legal / accountancy issue
• Look up details on a person in the firm
• Find office details
• Find out more about your firm
• Collect articles, products, courses etc. of interest in one easily accessible place, then either print, download or save them for future reference
• Subscribe to e-mail alerts on hot topics
• Subscribe to receive articles by RSS
• Watch a video (e.g. staff or client testimonials, training etc.)
• Listen to a recorded training course (podcasts)
• Submit comments on a particular subject or service

Analysis of your web data can help you to find out not only where your visitors are coming from (both on a geographic basis but also in terms of referral sites and specific search engines) but also why they have come to your site (keyword analysis).

Analysis of this data can work out how successfully they have managed to complete the task in hand and identify key ‘drop off’ points in that journey so that ongoing improvements can be made so that visitors are actively moved towards their end goal.

Use this information for advantage vs. your competitors:

1. Competitor advantage: Without risking accusations of ‘commoditisation’ (‘Tesco Law’), the reality is that you are competing online against other firms in your areas of expertise. You need to be found in Search Engines for your specific specialist areas of expertise. Analysis of your web data enables you to find out which keywords and phrases users are using to search for individual practice areas and this in turn enables you to refine your SEO (Search Engine Optimisation) ; i.e., how well the specific pages on your site relating to each of your practice areas are found in Search Engines vs. other firms specializing in these areas.

Use this information to refine your search engine optimization strategy:

1. On site optimization: By analyzing keywords used to come to your site as well as in your on site search box, it is possible to use this information to refine how each page on your site is optimized for Search Engines (e.g., employment law or forensic accounting) and to identify key areas for improvement so that the user reaches their goal (e.g; to contact you : lead generation)
2. Make more of client guides and industry awards: whilst we are aware that these are regarded, certainly within the legal profession, to be a less-than-perfect evaluation, they still have powerful potential in terms of attracting new clients. Again, focus on users’ keyword/phrases helps to bring these to the fore as a potentially compelling argument to use your services.
3. Geographic relevance With Google currently increasing their emphasis on local search, analysis of your web data and segmentation by geographic use is particularly useful in this context. This is especially important given the international flavour of firms and their clients today.

Use this information to refine your current marketing activities and spend:

1. Identify key areas of marketing focus: By analyzing your site referrals, it is possible to identify which of the online journals or sites you are currently advertising in are working for you. This allows you to decide how to focus or refine your marketing spend on those areas and to identify potentially new powerful areas of focus.

2. Reduce your PPC spend: Similarly, if you are investing in PPC advertising (e.g., the google adwords adverts which appear to the right of the main search results : PPC = pay per click) , analysis of your web data enables you to ruthlessly analyse which of these are working for you and to control your budget. This is particularly important if, for example, you are advertising on a relatively expensive term like ‘medical negligence’.

Allow measurement of your innovative Web 2.0 activities

1. RSS feeds, videos, podcasts: How successful are these? Not only in terms of numbers of downloads or subscribers but also in terms of ‘engagement’.

So, which law and accountancy firms are currently using web analytics?

We’ve compiled a couple of brief pdf overviews which might be of interest. Please click on any of the below to access the pdf for each:

Accountancy Age Top 50 UK Accountancy firms 2007 using web analytics

The Lawyer UK Top 100 Law Firms 2007 using web analytics

‘ “Show me the money”: Podcasting, measurement and ROI’

Admittedly, this is being posted a little later than I had hoped, as I have been away on holiday, but what follows is a précis of a presentation/discussion we gave at PodcampUK earlier in September entitled :’ “Show me the money”: Podcasting, measurement and ROI”

Why is there a need to measure podcasts?
As for measuring podcasting and its ROI, it’s a very important issue, especially in relation to marketers, advertising agencies and publishers. How to track the number of times an advertisement is heard, how to track the PR/brand value of being associated with a podcast or of reaching an influential audience and also in terms of impact in terms of outcomes :e.g.; increased task completion rates/ improved customer satisfaction numbers/ increased depth of visit over time on site/ increased lead generation/ increased sales etc.

Why are podcasts so difficult to measure?
In essence, this is because there are no real agreed standards of measurement. There are several methods being used (more of which below) some of which attempt to measure ‘hard stats’ - or not so hard stats as we shall see!; i.e; numbers of downloads and subscribers - and others which attempt to measure ‘engagement’.
None of these are perfect, by any stretch, nor arguably to be used in isolation.
As will be made clear further below, some even argue that attempting to use and apply metrics in such a potentially hard and fast way could be detrimental to the ongoing development of podcasting as a communication medium (note: not as an advertising tool)
The below goes through some of the various methods used, all of which are far from perfect. Broadly speaking, this can be carved up into 2 camps:
1/measurement of downloads/subscribers
2/ measurement of ‘engagement’ which try to infer user behaviour and intent

What methods are being used to try to measure downloads / subscribers?

1. Number of hits to file:
Whilst tracking file requests is a good place to start, it’s not a perfect method of measurement. For one thing, can you determine how much of the file was actually transmitted? Also, there’s the issue of repeat requests - same ip address, same file. How should you count them? If they’re within a few seconds of each other, it may be an artifact of the way some podcatchers work and the duplicates should be discarded. On the other hand, e.g, if you get popular at a university halls of residence that’s behind a firewall, it may actually be legitimate downloads. Some have argued that a way to work around this difficulty is to adopt some form of arbitrary cut-off and keep it consistent, for example, not to count two file requests for the same file from the same ip if they occur within 5 minutes of each other. Clearly, though, not ideal.

2. Bandwidth transferred
This file had x bandwidth transferred / average download of that file.
Using number of bytes downloaded vs. file requests is seen as preferable by some since there are so many spiders/crawlers out there that hit mp3 files daily.

3. Measuring downloads
Another approach is to compare the number of downloads that various podcasts get. However, as accurate data on downloads is not available for all podcasts, this makes it impossible to rank podcasts in terms of actual downloads or listens.

4. Podcatcher Software Subscriber Statistics
Podcatcher software records the ip addresses of people who click on the RSS or subscribe button. Some users might take advantage of the “subscribe” feature to receive a podcast series, while others use it to sample a single episode. While subscriber numbers can provide counts of users who clicked a subscribe button within various podcatcher software, subscriber numbers derived from “subscribe” button-clicks are not entirely perfect, e.g. a subsequent decision by the user to cancel the subscription, or to interrupt the download, may not be successfully matched back to the original subscription.

5. RSS subscription reports
RSS subscription reports provide data to podcasters regarding recurring subscriber access to RSS hosting feeds. This measures access to the feed itself, but does not provide any confirmation that subscribers actually downloaded episodes reported in the RSS feed. ( For more on the issue of RSS feeds and the complexity of their measurement, see Avinash Kaushik “Web Analytics:An hour a day” - pg 185ff )

6. Podcast Directory User Statistics
Podcast directories offer users the ability to sample a wide variety of podcasts. Some directories collect data and provide rankings based on the number of users clicking a subscribe button for a particular podcast series, within the directory, whilst other directories base their rankings on some measure of users’ opinions of the podcast expressed as the number of users voting for a specific podcast. However, the problem with this is that it could be self-selective and biased towards those who are either willing to vote or for those who use this for more nefarious reasons, much as in the same way some have tried to ‘game’ Digg by paying users to submit content or,as could be the case in this instance, pay for votes. (Clearly, also, this latter aspect of rankings reliability very much applies to evaluating theories of engagement metrics - see below)

7. The iTunes top 100 lists
iTunes publishes a top 100 list for all of the podcasts in its directory and separate top 100 lists for each podcast category.
However, the iTunes top 100 lists are based primarily on new subscriptions initiated in the iTunes podcast directory during the past week, with the more recent subscriptions weighted more heavily. So, in this context, iTunes is useful to identify the up-and-comers and growing podcasts, but again, not an absolute definitive as it also doesn’t count the proportion of the audience that doesn’t use iTunes. Again, even this form of measurement is regarded by some as controversial, as is evidenced by debate on this issue on various blogs such as the Astronomy Blog

Measures of ‘engagement’
These metrics have already been set out very comprehensively by my co-presenter, Marianina Chaplin, a.k.a. Web Analytics Princess, on her blog here

How does this all work in real life? (*discussion)
This was perhaps the most controversial aspect of our presentation as it was suggested that by trying to apply metrics to podcasts, or even discussing what types of metrics are being used not very successfully / which should or could be used, this was tantamount to holding podcasters to the same standards in other advertising formats and could ‘kill off’ podcasting in its infancy.
Far from it!!!! This was not our intention at all !!!! But clearly, for potential sponsors, advertisers or corporates looking to create and host their own podcast, there is the issue of monetisation: what kind of bang you get for your buck: why should I pay you X to sponsor your podcast or pay for an advert in the podcast? Am I going to see any kind of increase in my online sales or leads generated? If I create a podcast, what impact will this have on my business goals?
This was the issue which we tried to draw out by highlighting the different methods used to track downloads / subscribers and also other ‘engagement metrics’ and use this to try to create a discussion.

On a personal viewpoint - whilst I am a big podcasting fan and am resolutely in favour of podcasts being used to communicate ideas to/with often small,fragmented audiences (cf the excellent Slam Idol poetry oriented podcast) , I do see that the need arises where there is a necessity to monetise your actions, particularly if you are using podcast sponsorship/advertising or creation as part of your advertising strategy.

This may be less of an issue (-is it?) with larger enterprise sized corporates who have time, energy and resources to devote to a brand-building exercise, and are ?happy? to see it in isolation as simply that and use engagement metrics in combination with a rough and not-entirely-reliable form of attempt at measurement of downloads/subscribers, but what if you want to try to tie your podcast hosting/sponsorship/advert into some form of direct correlation with your overall business strategy outcomes :eg, increased task completion rates/ improved customer satisfaction numbers/ increased depth of visit over time on site/ lead generation/ increased sales etc.
What,then, is “success”? How do you define your Return on Investment?

If so, how to do this? How to package the advert so that it can be tracked back to the podcast in question?
Does this mean resorting back to conventional methods such as custom telephone numbers or offer codes so that you have some way of definitively tracking, for example, ‘this user listened to podcast episode #3 (whether 2 days/2 months/2years hence) and purchased goods on my site/made firm enquiry”?

Furthermore, particularly if you are a company and have chosen to create and host a podcast yourself, how do you monetise your actions taken to do all this? Although the barriers to entry to podcasting are low and relatively inexpensive (*eg, you can record your interviews via Skype using a conference call facility, edit using open source Audacity software and use a simple to use podpress plugin on a wordpress blog, all of which are very, very straightforward ) , there are still the issues of time and (wo)manpower to consider. ( : here, apply Avinash Kaushik’s method of measuring blog ownership to that of podcast ownership to work out how much all this time and effort is costing you: see Avinash Kaushik “Web Analytics:An hour a day” - pg 189ff )

How do you determine when or indeed if the podcast isn’t working for you in terms of your envisaged business goals and outcomes? For example, you might be getting lots of fantastic feedback on the content of your podcast (i.e, you have great engagement metrics in place which tell you that everyone loves your podcast - but as we know KPI’s aren’t the same as business goals), but if you can’t discern a correlation over time between that great *crunchy* qualitative user opinion to any discernible increase in eg, orders/leads generated over time or any other outcomes - is it worth it? At which point can you definitively say - this is not working for us.

I don’t claim to have the answers to this but I would love to hear about your experience or thoughts on the matter.

Don’t forget your toothbrush: apparently, this gets lots of “hits”

Writing this as I escape London for a couple of days holiday and head off to climb Mount Snowdon in Wales, it brings to mind some intriguing comments made regarding holiday advice on The Foreign Office website.

A couple of weeks back, The Times highlighted a section on the The Foreign Office website entitled “The Wags’s Guide to travel”, a list of handy travel hints ostensibly for young women written by the girlfriend of a Premier League footballer. ( “Wag” being the name coined by the tabloid press as a collective term for wives and girlfriends of high profile male sportsmen and has come to be associated with ostentatiously flashy patterns of consumption)

Whilst it goes way beyond the remit of this blog to dive into the controversy surrounding use of taxpayers’ money on what some have argued to be a populist attention grabbing ruse , (: I’ll leave that to the likes of Guido Fawkes et al ) or even to speculate what Holly Buchanen and others might make of this kind of ‘personalisation’, what is particularly interesting are the comments made by an unnamed FCO spokesman in terms of measuring the success of the campaign:
According to the Times article
“The FCO said that the guide was tongue-in-cheek with a serious message. A spokesman said: “These pages are the most-used part of the website, getting hundreds of hits.” ”

On one hand, it is really encouraging to see that proactive efforts are being made to track and measure and to see how doing this can go some way towards providing quantitative evidence to demonstrate a point/back-up an argument (*or in this case, a rebuttal of charges of ‘dumbing down’)
However, on the other hand though, I can help but find it slightly frustrating that whilst resources have clearly been spent out on paid-for web analytics tracking software, someone somewhere still doesn’t know enough or understand enough about the basic concepts involved..ie, realise that ‘hits’ is not really the most reliable term to use at all.
Ok; this might all just be a case of semantics, things getting lost in translation or just plain mis-reporting, but in some small sense I can’t help but this goes to restate the 10/90 rule for magnificent web analytics success.
Or as 80s Brit band Bananarama put it so succinctly: “It ain’t what you do, it’s the way that you do it” - ie, having a paid for solution in place is great, but if you don’t ‘get’ the terminology used……then is it worth it?

Shinkansen Snack Queen: we could all learn a thing or two from her

A fascinating article recently in The Times featured the story of Kumiko Mogi, who has risen to become the most successful snack saleswoman ever on the Japanese Shinkansen (Bullet train) network.
Whilst there may not appear to be an immediately obvious link between this and the world of internet marketing and web analytics, there are actually more than a few overlaps.

For one thing, Shinkansen sales(wo)menship is retail at its most raw: each trolley girl is in charge of her own trolley and completely in control of determining what the 800 passengers will be able to snack on. In short, their role is simply to keep on selling until the doors open. A poor choice in terms of which snacks to bring on board is clear: a dent in profits. A case in point being dried fish snacks on a train packed full of school kids.

Mogi manages to collect 5x what her fellow trolley girls collect, by virtue of “absorbing data at lightening speed: the ambient temperature, the size of the passengers’ baggage, the books and newspapers tucked under their arms, what the youngsters are wearing and a bewildering range of other variables.”
As Mogi goes on to explain in the article, she “works constantly to read and engage with the customers…and switches between regional accents to suit the person ”
As she willingly admits herself, her greatest innovation was to pull, rather than push, the trolley through the train “By pulling the trolley, and never turning my back towards the customers, I can constantly look at their faces and work out what they are going to want”

To me, this is the epitome of what internet marketing and web analytics should ideally be all about: analysing your data and using that to find out as much as you possibly can about your target customers and delivering what they want, all with a clear objective in mind.