Three Ways Brands Should Be Using Data Before a Product Launch

Apple. Taco Bell. Amazon. Gillette. These aren’t just popular companies with a loyal following. Historically, they’ve been the curators of successful product launches, from innovative smartphones to a new way to look at breakfast. But as we’ve seen quite often, these brands are the outliers when it comes to unveiling a new offering.        To achieve success throughout product launches and their life cycles, it’s become more important for brands to understa...
By Cara Buscaglia
About the Author:

Cara Buscaglia is ‎Insights Director, Market Intelligence at Ebiquity, plc.

How Brand Managers Can Define Clear Objectives and Goals

We’ve all been in a kickoff meeting with a brand manager who starts telling us how they would like to measure clicks on the hero banner, the links in the footer, and of course, that social widget in the left stack. As analysts, it’s our responsibility to pull the brand manager from the weeds by asking them why they want to measure these elements. But, how do we do this?    We use that four-letter word “goal” and its buddy “objectives” a lot. When you focus effort...
By Scott Friedman
About the Author:

Scott Friedman is a Manager of Client Services at Stratigent.

The Business of Benchmarking: 4 Insights to Consider

Every organization wants to set expectations for progress, especially if they revitalize their analytics ecosystem with a brand new implementation. Benchmarks are key for contextualizing data and evaluating KPI progress in reporting. However, benchmarking is only useful if the strategy is accurate. While it would be great to see a 5% increase in conversions every month, you’d better have a reason to expect that aside from wishful thinking!    Similarly to other data analys...
By Luke Johnson
About the Author:

Luke Johnson is a Senior Analyst, Team Lead at Stratigent.

Two Easy & Effective Ways to Maximize your Digital Content Offering

Just about every organization distributes information intended to engage visitors, whether on their website, mobile app, via TV/ radio, print, etc. With so many available media sources, now more than ever, it is true – content is king – and there really is no substitute for great content that attracts visitors and makes them stick. But achieving maximum results is not just about great content, a variety of content types is also necessary in keeping users engaged and interested in your dig...
By Victoria Sawtelle
About the Author:

Victoria Sawtelle is a Senior Analyst, Team Lead at Stratigent.

An Adaptive Approach to Competitive Benchmarking

Let's face it, every business likes to stay on top of the competition. In fact, we need to because there are things they do better and vice versa. Competition is a necessity of business; without it, you're going to get comfortable and complacent. In the words of HHH (for those of you who are avid WWE fans like me), you either "adapt or perish."   Adaption vs. adoption. An adaptive business is one that will thrive – look at LEGO, a fairly old-fashioned business that has bounced back fr...
By Bill Bruno
About the Author:

Bill Bruno is the CEO - North America, Ebiquity.

Collecting and Utilizing Competitor Data

Typically, I write exclusively about leveraging the data that is collected directly from your organization’s own website via tools like Omniture, WebTrends, Visual Sciences, Google Analytics, etc. For this month’s newsletter, I’ll be looking beyond the site centric data collection methods to discuss a different method that has the potential to play an integral role in the optimization of your website: competitive data. Last spring, Avinash Kaushik gave an insightful presentation...
By Bill Bruno
About the Author:

Bill Bruno is the CEO - North America, Ebiquity.

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