Understanding who your site visitors are is one of the most critical steps in optimizing your online presence. Too often, companies focus exclusively on marketing or overall site performance, without taking the time to understand the types of people they are trying to interact with.
In no particular order, here are five things I learned that a leader can do to guide their team safely through choppy seas.
It is possible to measure the effectiveness of social media by looking at how it helps your customers make decisions. This customer-centric view of social media will give you a better understanding of when and how to use it.
Prioritizing analysis can be messy and political. When multiple teams clamor for limited analysts, the decision of what work will and won't be done usually doesn't leave anybody happy. After trying different approaches to take the politics out of prioritization, I realized that we were approaching the problem backward. We started with the assumption that as a support group the analytics team has to be reactive. The solution is for the analytics team to be proactive in setting the agenda for analysis.
These four steps have helped me in multiple situations to create a customer-centric content strategy. Armed with this kind of framework you can stop playing with window dressing and instead address the fundamental questions about how to interact with customers.
Considering all that big data can accomplish for a company, there has to be a catch, right? Big data offers new opportunities, but it presents new risks, and it makes some current risks even bigger. They can be avoided, but only if we are aware of them upfront.
Web analysts frequently gripe that they are ignored and that their stakeholders ask them to do things that add no value. Big data just might provide a solution to that complaint. This is because big data, by its nature, puts company goals in the proper context of customer needs.