Back in October 2007, Budget Rent A Car was using an agency to drive their Pay Per Click (PPC) campaign. Even though Budget’s media cost exceeded their revenue, Budget thought nothing of it. It was a cost of marketing online, and if Budget wanted to be visible in Google, it was a necessary evil. Budget had the same mindset for PPC as they did with offline marketing. The Agency would add it to their communication mix to ensure the “Budget” brand was in everyone’s face, whether people were looking to rent a car or not.
This was scary stuff for Warner Music. It was their first attempt in creating a true multi channel strategy with the incorporation of an online plan with eCommerce being the only method to purchase the CD set. The pressure was on for Warner Music not only to do something, but to do it right. Their colleagues around the world regularly apply online channels to sell concert tickets, apparel, and music.
It has been suggested that one of the greatest accomplishments of the Web is it’s ability to spit out a multitude of data on our customers’ behaviour – far more than is readily available offline.
No matter how solid or reliable, the data alone isn’t much of an achievement. We don’t marvel at how solid or reliable the brick is that the Ancient Egyptians used. We marvel at what they did with it. We marvel at the structures - The Great Pyramids of Egypt.
There are multiple schemas to which we can base our Great Pyramids of Data. Firstly, we will touch on one of the most well known conceptual pyramids in business (but maybe one of the least used), and then briefly introduce three more that can help to build insights into customer behaviour on the web.
Exceed Online is proud to announce the launch of Yourway Car Rentals, a fully online Car Rental business with two locations based in Auckland and Christchurch. The Senior Management team of Budget Rent A Car New Zealand approached Exceed Online stating they have plans to take on the third tier car rental market, and felt an online business model was the best approach. The Exceed team felt there was potential to be involved with something special. What made the project more interesting was they guidelines under which the project must follow:
Apparently this was put together by Google and is really focused at the ease of utilising their tools. Not to mention the fact that you can actually make some real money. I love the way they have made this so simple and really focusing on the integration of Google Analytics, Google Check Out and Google Adwords. Great creative.
In my previous article I discussed why Analytics can escalate the performance of your website.By the end of the article there should have been at least one person (I hope) saying, “OK, I get it, but how can I make this happen!”Answering this question represents the largest reasons why Analytics is so poorly utilised.The focus this week is to discuss the processes required to getting on the “Analytics Road to Success”.
If you ever try to broaden your horizons by taking a management course, Management 101 teaches you the importance of understanding what is happening in your business (or department). If you are unable to build transparency (define) you will never be able to control outcomes, improve the business, and/or grow the business.
