Data, what data?

The digital revolution means that you can now access more data and insight than ever before to understand the impact of your marketing. With so much being available for free and at a click of a button there are now real opportunities for you to better measure your marketing.

Through our day to day work we still support companies that feel they have no or very little data or insight. For many of these businesses we go on a journey of discovery, helping them to think about their needs. We work with them to identify what data and insight they actually have, what they need as well as how it can be captured and stored – and yes at times that includes uncovering all the data and insight stored in numerous note books, diaries, excel spreadsheets, business card holders and even their own heads.

So if you think you are marketing data and insight poor or want to better measure the performance of your marketing consider some of the following to build your knowledge and understanding:

• Website analytics – many websites have some form of analytics platform linked to them so you can understand where your visitors are coming from and how they interact with your site.

• Social media analytics – these will tell you a lot about the types and levels of engagement you are receiving from your posts. Platforms like Facebook will also give you some demographic data so you can be sure you are reaching the correct people.

• Email – platforms like Mailchimp will tell you how many people open your emails, how high or low your bounce rates are and your click through rate to your website. If you A/B test your emails you’ll also get a much clearer idea of what type of content or subject headlines work better with your audience.

• Voice of the customer – such things as feedback from your customers as well as interviews and survey ratings will give you a clear view of what they think of your product offering or service levels.

• Competitive intelligence – It’s important to monitor the performance of others. For example monitoring the social media engagement that your competitors are gaining can be a useful benchmark for the performance of your own social posts.

• Sales data – understanding what and how frequently your customers are buying from you is key. What channels are they reaching you to make that purchase – is it via your website, retail outlet or exhibition stand?

• Customer churn rate – establish how many customers are cutting ties with you over a given time. Monitoring your churn rate is the first step in understanding how good you are at retaining customers and identifying what actions might result in a higher retention rate.

• Your top customers – sounds simple but identify which customers drive the most profit your business. When you can look at a single list and see your main customers you have the power to identify the unique characteristics of this group and work on attracting more.

• Cost of acquisition – calculate how much you spend in acquiring leads and turning these leads into new clients. How does that differ using different channels? The key here is that the fees you charge need to at least cover your associate costs.

• And finally conversations with customers – always a great place to start

Need some help on where to start with your data and insight gathering?

At e-nexus we undertake marketing audits where we’ll work with you to identify your data and insight needs, what you already have access to and how you can begin to fill the gaps. Just email us at info@e-nexus.co.uk and we’ll organise a time to meet.

Use Web Analytics to grow your business

There are numerous web analytics management platforms out there for you to use to monitor the performance of your website. Through them you can see where your website traffic is coming from, how many visitors you get, where they are going, and through which channels e.g. search, social and advertising they found your site.

One of the most popular is Google Analytics, used by many organisations to monitor and measure the impact of their website and other parts of their marketing mix. Here are just some of our top reasons why we at e-nexus think you should add Google Analytics or a similar system to your website and most importantly use the insight gained to boost your marketing.

• It provides key insights that can help you shape the strategy of your business.

• It’s easy to use. New users can quite easily grasp the basic principles of Google Analytics such as goals, conversions, visits, referrals etc.

• It’s free – Google doesn’t charge you for using this tool.

• Google Analytics is key when trying to understand where your website visitors are coming from. You’ll be much better able to see who they are and what they want.

• It will enable you to determine the impact of your related marketing activities outside of your website. Set up correctly you’ll have a huge amount of data around which adverting campaign or social media platform is working best for you.

• It provides real-time tracking. You can see who is visiting your website right now! This means that you will know amongst other things how many active users are on your site, which pages they’re looking at and where they are from.

• Automated data collection. Once you set up your account and copy a simple piece of code onto your site, Google Analytics will start collecting the data automatically. You can access a wide range of reports immediately whether they be set up by Google Analytics or custom reports created by yourself.

• Extensive help is available online. If you are a first-time user, Google’s documentation and videos on Youtube can help you get started quickly.

Google Analytics and tools like it can do wonders for your business. They provide you with easily accessible insights that can be used to improve the performance of your website and other areas of your marketing mix. Get set up and use the knowledge to enhance your marketing efforts.

Want to learn more?

For further tips and hints on how to connect data and insight to enhance your marketing impact visit our e-nexus blog at http://www.measure4success.wordpress.com

It’s not just a scorecard it’s a state of mind

Young woman with checklist over shoulder shot

Our Corporate Social Responsibility scorecard is how we can measure our success, without having a measure set against the context of business size how can we know if we are improving or that our work on CSR is meaningful.

The scorecard is not just about the statistics, its about changing business attitudes and for all businesses to see our three aims as critical to their success

 

• Support Charities – We aim to increase business donations to charities, increase staff volunteering and increase payroll giving
• Support Employees – We will encourage employers to support staff with flexible working, home working, stress management, gender and disability equality
• Support Local Businesses – Encourage businesses to buy from local and UK based businesses to create sustainable business communities and economic stability

Focusing your business on CSR will actually improve your bottom line because it will

1. Increase customer and brand loyalty as a result of greater community awareness
2. Improve productivity by having a happy and engaged work force with high morale
3. Improve the planet by becoming more sustainable

Come to our launch event on the 9th April and work with us to make Business in Bournemouth even better

 
https://www.bournemouthchamber.org.uk/event/bhbanter-april/
https://bournemouth.blog/csr/

BCTC SJB

It’s Official!

Our Social Enterprise has been formed.

CORPORATE SOCIAL RESPONSIBILITY AWARD LTD CIC
Company number 11259411

Our official launch will be at our BH Banter on Monday 9th April at 6pm at Ocean Beach Hotel, 32 East Overcliff Drive, Bournemouth BH1 3AQ.

We want you to be there!!! book in now https://www.bournemouthchamber.org.uk/event/bhbanter-april/

I want you

The purpose of the scheme is encourage businesses to
Support Charities – We aim to increase business donations to charities, increase staff volunteering and increase payroll giving

Support Employees – We will encourage employers to support staff with flexible working, home working, stress management, gender and disability equality

group of successes people
Support Local Businesses – Encourage businesses to buy from local and UK based businesses to create sustainable business communities and economic stability

Buy Local Pin Map Words Shop Your Hometown 3d Illustration
To demonstrate support businesses are asked to complete our Scorecard (estimates are acceptable, new businesses can provide forecasts, if you don’t have a policy – simply say no policy). Initially, we will make a judgement on the award to give but as we collect more data will create a more scientific approach to award levels.
Click here to download a PDF copy for reference
Click here to complete the scorecard and take part in the scheme

There is a small annual charge to join the scheme
Start Ups (under 12 months old) £10
Small Businesses (under 10 employees) £20
Medium Businesses (11 to 100 employees) £100
Large Businesses (over 100 employees) £200
Half the money will go to Bournemouth Chamber of Trade and Commerce and the other half to a new Social Enterprise which will develop resources and promote CSR. All Directors in both organisations are unpaid volunteers.
To make payment e mail
treasurer@bournemouthchamber.org.uk

BCTC SJB