DÚN LAOGHAIRE

1 days / 12 talks
Thought Leaders & Digital Innovators

8th June 2017, Pavilion Theatre
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Improve Reach and Generate Engagement with Easy Analytics

If you’ve ever come up with a great idea for an Instagram post for your business or updated your organization’s Facebook feed, you know online marketing is an effective and cost-efficient way of reaching consumers. However, if you aren’t taking the time to read the numbers, you may not be getting the most out of your digital marketing strategy. Utilizing data and analytics tools is a must if you want to make the greatest online impact possible.

With so many analytics tools and applications out there, approaching data interpretation can be intimidating. What do the numbers mean? What is the most effective method of digitally marketing your product? Which platform works best for your business?

This list will help you sift through the junk and find the easiest, most effective data and analytics tools for your business. Read on to find out how you can use data to measure your marketing campaigns and increase reach and revenue!

Google Analytics

One of the best known data analysis tools is Google Analytics. This application provides you with important information about how well your website is performing, both in general and in regards to specific elements on the site. It measures customer interaction, demographic information about your audience, and which aspects of your website are the most frequently visited.

Google Analytics is helpful in determining where your customers are coming from and why they’re visiting your site. If you feel confused or overwhelmed by the interface at first, you aren’t alone. However, Google are constantly updating and improving the Google Analytics user interface, working towards a platform that provides comprehensive information on an easy-to-navigate interface.

Clicky Web Analytics

clicky

If you’re looking for a more user-friendly Google Analytics, try Clicky Web Analytics. The site provides real-time audience analysis. With Clicky, you can monitor users surfing your website while they’re on the site. Additionally, you can access individualized user reports and visitation history. On-site heatmaps make it easy to monitor which elements of your content are the most popular.

Buffer

Is your marketing strategy focused more on social media platforms than on websites? Consider installing Buffer, a wonderful tool that analyzes social media engagement and impact. Buffer’s free plan provides data about social media platforms such as Instagram, Facebook, Twitter, and Pinterest. For a busy schedule, take advantage of Buffer’s scheduling software, which allows you either to publish your own schedule or leave it up to the program to publish at times when your content is likely to make the biggest impact.

Are you truly engaging with consumers through social media, or could your strategy use an upgrade? Buffer’s statistics reads will make it easy to determine if you are reaching your social media marketing objectives.

Cyfe

cyfe

There’s a reason Cyfe has been consistently named one the top most useful applications for data analytics. Its business-focused, user-friendly dashboard configures data from across a multitude of sources. By drawing information from places like social media as well as websites, Cyfe provides an in-depth analysis of online impact with a large scope. Cyfe allows you to monitor all of your data in one place. The dashboard feature makes it easy to look at your digital marketing strategy as a whole, or focus on specific aspects, such as social media platforms or finance.

Facebook Audience Insights

Increase your reach by implementing targeted social media campaigns with Facebook Audience Insights. Audience Insights helps you determine how effective your Facebook content is. By using demographic data, Audience Insights allows you to develop content that is specifically targeted based on interests, occupations, locations, or ages of your audience. This platform ensures you have a cutting edge in consumer engagement by enabling you to break down your competitors’ audiences through interest-based data.

Crunching numbers is necessary when developing an online marketing strategy. With so many free tools and programs available, it’s easy to make the most of your online presence and ensure your business is a success.

DLR Summit

A version of this article can be found on the 3XE Digital Conference blog.


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Online Retail Booming for Irish E-Commerce

From  Laura Slattery for the Irish Times on May 4, shopping in Ireland continues to move off high-street to online. According to a recent study by Wolfgang Digital, Irish e-commerce revenue grew by 45 percent in 2016, marking major growth for the second consecutive year.

Wolfgang Digital notes that this online growth translates into a rate at nine times the rate of Ireland’s gross domestic product. Chief executive Alan Coleman said that Ireland can “expect this rampant growth to continue” in years to come.

According to Coleman, online spending accounts for 6 percent of the Irish economy, where in “the advanced UK market, online’s share of spend is as high as 16 per cent.”

This recent report studied a sampling of Irish retail and travel companies. The organizations surveyed had combined earnings of nearly €300 million for the year 2016.

Retailers cited a revenue growth of 24 percent. As for Irish travel sites, Wolfgang determined these businesses had a “whopping” 79 percent swell in earnings. These sites also boasted a 15 percent rise in average transaction value, in addition to an improved rate for converting visitor traffic into revenue-earning transactions, likely due to a recent tourism boom in the country.

Holiday Holdings

Shoppers took to the Internet for the yearly Christmas shop, figures from the fourth quarter suggest. As transaction growth exceeded revenue growth, the study indicates that online retailers offered customers online discounts, which were readily taken advantage of by holiday shoppers.

Cutting-edge advertisement formats such as “conversion-focused” strategies earned retailers who adopted these formats early-on higher revenues. Google Shopper ranked as the top-performing revenue-driver for companies included in the study. The format, which promotes search results from various retail sites in response to keywords, was only launched in Ireland in 2016’s fourth quarter.

Online Shopping Credit

Wolfgang cited smartphones as the primary mode of shopping online. The devices accounted for 45 percent of online traffic, with desktop browsers holding 42 percent of traffic, and 13 percent generating from tablet devices.

Coleman wasn’t surprised by these results, despite this being the first Wolfgang study to find mobile traffic outpacing desktop.

Brexit

Wolfgang Digital found that the portion of revenue for retail sites originating from outside of Ireland cooled from 36 percent in 2015 to 19 percent. The study cites this trend as a result of the weakening of the pound in comparison to the euro.

However, Coleman said Brexit offers Irish e-commerce retailers an opportunity in regards to the European market. Not only is competition in the UK is “floating further and further away from the valuable European market,” but also “the EU’s drive to enhance the Digital Single Market” make the European market a prime target for Irish e-retailers.

Alan Coleman is the CEO and founder of Wolfgang Digital. He will be speaking at the DLR Summit on 8 June 2017. 

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DLR Summit

 


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Digital Transformation in Irish Business ‘Struggling’ to Meet the Challenge

John Holden reports in today’s (4th May 2017) Irish Times, that “struggling” is the term most associated with Irish Businesses when it comes to Digital Transformation, according to the recently-released 2017 KingramRed Digital Transformation Report. Surveying a multitude of Irish business sectors, the report found senior-level staff are “not developing a vision of their digital future.” Further, “leadership capabilities and awareness are not sufficiently developed in this area to drive direction and mitigate risks.” 

Of the organizations included in the report, less than half had developed a set strategy for future digital improvement in order to stay competitive in a digital landscape. A mere 53 percent of businesses surveyed acknowledged an immediate necessity to establish a digital strategy. 

Autopilot: Digital Leadership

A majority of those surveyed felt the move to digital lay below upper-level management and executives, believing it was the responsibility of IT departments, instead. Out of the participants at management and senior-levels, 60 percent stated that digital transformation was not a crucial issue for CEOs. 

This neglect of senior-level employees in leading digital transformation has caused preparation efforts to become “dissipated in silos across organizations.”

Adoption Agents: Implementing Digital in Irish Business

Irish sectors including finance, analytics, and agriculture were included in this second report by the KingramRed digital consultancy firm. The survey considered businesses’ engagement with developing technologies, such as analytics, AI, smart devices, and robotics. 

Out of organizations surveyed, 65 percent were already engaged with technologies such as algorithms and data analytics, with a “further 20 percent expecting to take advantage within two years.”

Alternatively, robotics proved to be a technology that Irish businesses have been hesitant to adopt. Only “30 per cent of organisations” are currently examining how to implement robotic solutions in their business or considering adopting robotics.

Digital Transformation Screens

This lack of advancement in digital transformation could be boiled down to one major agreement in the report. A strong majority felt there is a current “shortage of skills and resources,” making it difficult to implement a digital transformation strategy. Although 72 percent of participants are funding digital in their businesses, only half of business are confident in their digital resources, claiming that their organizations have the skills necessary to implement digital action plans. 

Overall, the report claimed that “the shortage of resources and skills is a serious challenge to driving forward with change.”

DLR Summit


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Conference Cool: Tips and Tricks for Making Your Next Conference a Success

Approaching a conference can be a little intimidating. While you know there are excellent networking opportunities at any conference, the experience could feel like a mind-boggling blitz of speaking events, chit-chat, and meet-and-greets. How do you make the most out of your conference without feeling frazzled? Read the following tips to ensure your next conference experience is a success! 

#1: Prep Before 

Spend some time thinking about what you want to get out of the conference. Take a minute in the days before the event to jot down some goals and questions. What do you hope to learn from the sessions? Are there particular groups you want to network with? Consider what you want to discuss with other attendees. 

When you’re at the conference, be aware that there could be some awkward moments. To ease the uncomfortable silences after saying hello, have some material ready to go. Be friendly and offer your details–who you are, what company you’re with, why you’ve decided to attend this conference. Keep the conversation rolling with a list of stock questions you can ask anyone you bump into. 

You won’t be the only one doing some hard work while networking. Be sure you’ve brought your laptop and mobile phone chargers with you! You’ll be using them to take notes, names, and numbers all day. Don’t get caught with a dead device.

#2 Make Connections

Approach the conference hoping to make purposeful connections, rather than a list of names and numbers. Avoid rushing around trying to pass your business card to every attendee or awe the big guns. It’ll be much more beneficial to establish the base for positive, rewarding business relationships by connecting in an authentic way. 

Make your first connection count. Perhaps this person is attending with a group of associates, who they can then connect you with. If they’re alone, the two of you can team up and approach larger groups. Don’t forget tip number one: be prepared with interesting, applicable dialogue.  

Breaking into a bigger group is a necessity, but it can be uncomfortable. Stay confident and ease into the conversation by approaching someone solo. Introduce yourself and bring up suitable industry topics. Ask for their opinions, and let the conversation flow naturally.

#3 Making It Social

Take advantage of the wonderful networking opportunities provided by social media. Search conference-related hashtags before the event to get a better idea of the conversation. 

When you’re at the conference, check in on Twitter! Use conference hashtags to find other attendees, or to make it easy for them to find you. Note the usernames of tweets you find engaging and be ready to bring up the topics you notice in conversation. 

If you’d feel more comfortable in a more formal setting, use LinkedIn to network online with other professionals. LinkedIn gives you a more in-depth look into professional backgrounds, so you are better informed as to who you’d like to network with, what their interests are, and how their experience can be relevant to yours. 

#4 Take Note

Between names, Twitter handles, presentations, and networking topics, there will be a lot of information to soak in. Know your best note taking strategies. What works best for you: pen and paper? Tablet word processors? Head in to every presentation prepared to jot down key information. 

After each session, take a few minutes to note a few main points. If you have follow-up questions or comments, write those down too. When you return to the office, you’ll have a list of handy info ready-to-go. 

#5: After the Conference

Networking is meant to help you establish rewarding business connections. In the days following the conference, send comments, questions, and requests to the people you want to follow-up with. 

Make your message stand-out by reminding your connection of what you discussed. Attendee inboxes will be overflowing after any networking opportunity, so it’s important your message is personal and memorable. 

DLR Summit

A version of this article can be found on the 3XE Digital Conference blog.