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Posts Tagged ‘Analytics’

Social Media Reporting – when will it become a “real” channel?

February 6, 2011 Leave a comment

Ok I admit the title was intentionally provocative. ūüėČ

Typically organizations are organized with someone owning marketing and/or sales, someone owning customer service, someone owning the retail line. As I described in this post the digital “channels”, e.g. website, mobile touchpoints, kiosks or other digital signage typically fall under marketing.

Lately the use of social media to solve different types of problems have matured, in the sense that it’s gone from experimental to clear articulated purposes and with that demands for bottom line impact and measurements.

Something I’ve always enjoyed when working with call centres is the detailed measures on effectiveness. It is typical to get numbers on AHT (Average Handling Time), Availability (incoming calls vs answered calls), categorizations of types of questions, sales per minute. This is delivered weekly, every second spent gets a $ amount and changes and operations are thoroughly reviewed. Anyone working with website analytics or PPC is also used to detailed reports and breakdowns of virtually everything, ROI calculated and improvements identified. But… I have not seen any examples of that type of weekly reporting from a social media initiative that have entered a Business As Usual state.

This is really an open questions, but for the service focused initiatives out there do you have the weekly excel report of number of contacts, average handling time, or is that the next step? What KPIs do you report on? And tying back to the organizational questions above – who gets the report? Or is it not needed, and if so, why? I’m curious…

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Some Multichannel examples

January 27, 2011 Leave a comment

Some interesting news and posts related to Multichannel commerce, thought I’d collate what I’ve run into this week here.

Phone and Web integration: Connecting and tracking conversions between the call center and website, over at Unbounce. I got information that a company called Freespee offered services around this, check it out here. I couldn’t really judge from their website their main target audience, so have requested more info. Not sure yet if they would be competing with e.g. ATGs (now Oracle) Optimization services click-to-call and click-to-chat, where you’ll get great stats on where people are calling from.

Web and store integration: The other great example was an article in New York Times, describing how Nordstrom have linked all their stores inventory to the web, so a web shopper could get the item packed and shipped if a store had that available. I’m sure there was some technical challenges and work on thresholds etc to get that to work. The article was well worth a read.

Mobile: And third, Thomas Husson at Forrester had a good post about mobile predictions for 2011. Some interesting things there regarding mobile bridging the gap between digital and physical worlds.