Posts Tagged ‘buying search services’

What data tells us, and how it helps us to improve.

February 4th, 2011

“Data consists of propositions that reflect reality, such as measurements or observations of a variable.” (Wikipedia)

The definition doesn’t necessarily fire one up with enthusiasm or excite your imagination, right? Once I had a boss once who was fond of saying to me, usually when I’d come up with a new and crazy idea for a product or service, “Ah, Mary… that’s all very good, but what does the data tell us?”. She would then squint her eyes and turn on her heel in a most disturbing and enigmatic way. I finally realized, years later, that what my boss hoped for was by my burying myself in the ‘data’, and scrutinizing it for pattern, shape and linear connectivity, the empirical truth and Holy Grail of marketing certainty would emerge… and into the bargain, she would avoid the risk associated with impulsive experimentation. Today marcomms, marketers and media folk have the collective opportunity to use data to afford both discovery and alacrity of purpose.

All around us, the web provides endless streams of real time data… after all, that’s what enabled the internet to become a reality – bits of datum connecting with other bits of datum. Now that should makes us EXCITED, because as it is real time data, we can test and experiment with our new ideas, and gauge almost immediately if those ideas are having the desired impact on our customers and our commercial objectives. We have this opportunity to disseminate and analyse enormous amounts of consumer behavioral data, sound bites, conversations, blogs, films, tweets, transactions and check out drop offs etc.  There’s so much of the stuff, where does it begin and where/when will it end?  THE TRICK IS – DO NOT BE OVERWHELMED!

Reform recognizes that our clients and their agencies will need independent expertise and informed guidance into how best to manage all this information and shape it into meaningful business insights.

We also recognize that solutions must be both robust and cost effective, and most often a selection of automated tools alongside human squirreling, will yield the most powerful results.  To this end we have developed sway, our proprietary tool for developing business strategy based on information derived from amalgamating digital data sources. Our sway breakfast seminar on February 15th is a must attend event, and the opportunity to learn more about Reform’s services in this area. (for more info about this event please contact events@reformdigital.com). I hope to see you there!

Blog post by Mary Keane-Dawson, Non-Executive Director at Reform

Time for transparency of Search practices?

September 24th, 2009

At ad:tech in London this week there was the usual good representation from the Search agency community: DBD Media, Oban Multilingual, Jellyfish and Efficient Frontier, to name a few of the regular crowd; and Just Search, Optimize and High Position to name some newer kids on the block.

Each agency has its own USPs – whether this is an algorithm, a technology or planning tool. Some claim to be technology providers; others stick with the agency theme. Some have slicker marketing then others – glossy handouts and snazzy logos for tools; others have fast talking sales folk, who can counter any argument on the planet with “yes, but we’ve got a secret sauce”.

Poor, poor clients. Where do they start in evaluating what really sits behind the ‘smoke and mirrors’ sales rhetoric? How do clients know that they will get quality of service, efficiency of management, a best of breed piece of kit, and – perhaps most importantly – transparency of ROI?

Here’s the thing. What all of these Search agencies and technology providers are selling is a service. It’s a combination of people, process and technology. Technology is really important because it is the enabler, the heavy lifter, the lawn mower. But someone’s got to mow the grass.

Here’s the other thing. There is no perfect algorithm for delivering a service. Efficient Frontier call it an “intelligent learning algorithm”; we call it great minds, nimble fingers, Excel macros, spreadsheets and 50 people in India.

Oh, and clients, do ask about who’s doing the do. Is it in-house, or is it outsourced to a country where labour is cheaper? Many Search agencies nowadays are outsourcing. Because there is a lot of heavy lifting to do. If so, do they understand the nuances of your target language and how people search in that language. Are your business and marketing objectives being lost in the Chinese whispers translation from client to search agency to overseas outsourcing agency.

Search is already complex enough without suppliers masking the truth about delivery and adding extra layers for sales and marketing purposes. When will the mist clear so that clients know exactly what they’re buying? Isn’t it time that Search agencies started being transparent with clients about their practices, so that clients can make informed buying decisions?

Is it too much for clients to expect a straight answer to the questions “how?” and “who?”