November 7, 2024 • 42 mins
Philippa has clocked over 25 years in digital marketing strategy and analytics, consulted with nearly 500 clients, and worked with websites that have cumulatively generated hundreds of millions of dollars. Owners and marketing executives hire Philippa to find hidden insights in their web analytics that will grow their business and cut wasted spending, because many are missing those “hidden gems”. She has helped clients in N. America, Europe and the Middle East to translate the numbers into transformational ideas that move the business forward, reveal opportunities for new markets, products and services, and maximize return on investment. Philippa is the author of “42 Rules for a Website That Wins”, endorsed by Guy Kawasaki, and has taught at three international business schools.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:03):
Thank you for listening to pictures media radio.
Speaker 2 (00:26):
Rat you readying to me? Oh will bad stop? I
(01:09):
just need.
Speaker 3 (01:14):
Solidly lash.
Speaker 2 (01:27):
Its events.
Speaker 1 (01:38):
Welcome back, everybody. Philippa has clocked over twenty five years
in digital marketing, strategy and an analytics consulted with nearly
five hundred clients and work with websites that have cumulately
generated hundreds of millions of dollars. Owners and marketing executives
(02:04):
hire Philippa to find insights into their web analytics that
will grow their business and cut waste spending because many
are missing those hidden gems. So she helps clients in
North America, Europe and in the Middle East to translate
(02:27):
the numbers into transformational ideas that move the business forward,
reveal opportunities for new markets, products, services, and maximize return
on investments. Philippa is also a author and she wrote
(02:48):
the book forty two Rules for Websites That Win and
it was endorsed by Guy Kawasaki and has taught at
three international business schools. So why don't we invite Philippa
to our show and hear more about how we can
(03:12):
find those hidden gyms in our business that will push
it forward. Find more clients and bring us more successes
(03:37):
than we can. So, Philippo, welcome to the show. And
(03:58):
you've done amazing things in the digital marketing sector. And
how did you get started? How did you decide to
just to take that journey anyway?
Speaker 3 (04:10):
Well, I guess I when I first came to the US,
I was working for a nonprofit in Chicago, and it
was it was a national organization, so they had a
chapter in every state. And okay, so this is going
to date me. So I have sort of been around
since the very early days of the internet. But back then,
(04:34):
you know, we had things like bulletin boards, and you know,
that's how it kind of really started. Email, bulletin boards
and stuff like that. And I was much younger, I
should add. They wanted somebody to kind of basically evangelize
this technology so that every chapter across you know, in
(04:58):
each chapter in each state, would use this kind of
technology to work together because obviously it's much more efficient
than individual faxism, phone calls and what have you. But
because it was fairly new and a nonprofit. Organizations are
interesting because it's much harder to say to somebody you
will do this or you're fired. You know, it was.
(05:20):
It was basically a sort of well evangelist kind of thing.
It was. It was a lot of trying to inspire people,
because the response from the chapter's staff was literally across
the board from Wow, this technology is really exciting through
to over my dead body, literally over my dead body. Right,
(05:44):
I'm used to doing it this way, and this is
how we've always done it.
Speaker 4 (05:47):
And you know, yeah, I remember those days before AOL. Right, well,
AOL is around.
Speaker 3 (05:55):
I mean this was Earl, those kind of early days.
But you know, in terms of let's set up systems
whereby we can all work together, share ideas, you know,
share campaigns, you know, all this sort of cooperation stuff.
And the problem is if you've got you an X
number of people who are all in an X number
of people who won't touch it, then you've got a
(06:16):
problem because you've got fragmentation. So that was my very
first position in the US, and so it got me hooked. Actually,
I was just fascinated by the technology and by the possibilities.
And I'm kind of a data geek to some extent,
I suppose, but I only like data for for the
(06:40):
sake of what it can do for us, Like how
it can move us forward what we can learn, not
just messing with data for the sake of it. And
so I guess it all came together. And when analytics
started coming out, I was really excited because Okay, now
we've got these fledgling websites, but now we can actually
see what's going on with them. And even back then
(07:01):
when it was really new, I could say the potential
of analytics, and I was absolutely very excited. And at
that time, again it was back to a lot of
people not very excited and me jumping up and down.
And so that's I guess how I got into analytics consulting.
Speaker 1 (07:17):
Yeah, well, back way back when there were a few
of us who were really excited, Oh wow, we can
we look at what we can do. And then there
was a few that were like, this is a waste
of time. Yeah, I could spend my time doing something
way better, something way better. And I do remember that,
(07:39):
you know, because one of my very first professional jobs
was in those in that same error.
Speaker 3 (07:47):
You know, so right, And in addition, you know, this
isn't your issue, but women in this, in this part
of technology, or in technology in general, there are far
fewer women. I'm really they probably still are excuse me,
than than men, and so that was something to navigate
(08:08):
as well.
Speaker 1 (08:09):
Yeah, well, well what if you like, we can touch
on that topic a little bit, because because women have
have actually helped advanced technology a lot more than what
most think. It's just that that the male ego has
(08:33):
diminished the role of what women have actually done. Because
there's a lot of things that in technology and science
did women could do that the male brain just simply
can't do. Yeah.
Speaker 3 (08:47):
I don't know about the science of it, but yeah.
Speaker 1 (08:52):
Yeah, but so there's there's a lot of of of
the of the math and everything that the help help
us discover the technology was actually done by women, and
of course it all had to be turned over to
a man who took credit for it, which I'm glad
(09:13):
to see some of that ending. You know, it could
a lot more, could end a lot sooner.
Speaker 3 (09:21):
So.
Speaker 1 (09:22):
But but with all that being said, because we're pretty
close in age that you you push forward anyway, you
push forward, and you and you're you're a superstar in
this space.
Speaker 3 (09:39):
Oh, I don't know about that. I think I'm trying
to do something that I'm not sure I see that
many people doing it. I mean, you know, I'm really
trying to help business owners understand this from a business
perspective and in English, because what what what I know
(10:01):
from my experience is that when people come to me
as you know, as a consultant and they want my help,
they at the same time, it's a subject that if
you're not a techie and you're not excited by this stuff,
it can be very overwhelming very quickly. And honestly, I
understand a lot of people are not excited by this
(10:22):
and it's not interesting. They just want to know the
bottom line. My favorite question when somebody comes to me
as a business owner is they say, Philippa, what do
I need to know to run my business better? That's
the question, what do I need to know to run
my business better? And it's not philipp Let's look at
fifty pages of analytics reports? Right, there's a big difference.
Speaker 1 (10:45):
Yeah, I wouldn't think that that would be the latter
would be a question, let's look at fifty pages I
think the first question.
Speaker 3 (10:53):
But what I mean is they don't necessarily even want
to see one analytics report. What they want to know is, so,
what can you tell me? Because the analytics reports in themselves,
like I said, if you don't know what you're looking at,
can be very difficult to understand and difficult to tease
out the information and even more difficult to apply it
(11:16):
and say, so, what, so what does this mean for
our business? What should we do? And I think that's
where people like me come in and that's where we're valuable.
And so for business owners wanting to understand analytics better
or say the power of analytics better, there's not as
(11:37):
much information as That's what I'm trying to do, because
there's a huge amount of information if you want to
understand all the technicalities, but if you don't, you just
want to know how to apply it. And so, in fact,
I'm currently in the process of writing a new book
which is all about that. So oh cool, I'll let
you know and that, yeah.
Speaker 1 (11:55):
Because you wrote was it forty two ways? Was it?
Speaker 3 (11:58):
Or forty two rules for where presidence it wins? That
was quite a while in, about ten years ago. Now, yeah,
And what's interesting about the book actually is that a
lot of it still applies, which is really interesting. The
principles it's about, it's about strategy, it's about where and
digital marketing strategy, and in many ways you know, the
(12:19):
principles don't change. The tools change, and you know, now
we have AI for example, so what you can do
changes the way you do it, I should say changes.
But you know, there are fundamental marketing principles like know
your customer are still absolutely one hundred percent there. It's
just what you do with that principle.
Speaker 1 (12:40):
Let's talk about know your customer and how you and
how using analytics can we learn more about our customer.
Speaker 3 (12:49):
Yeah, so well, and obviously before people freak out, analytics
rules very clearly state that that when we say no
your customer, unless the person is logged in and has
you know, a relationship with you that they've given permission
for analytics is anonymous when we can't tell who exactly
is on the site, what their name is, for example,
(13:12):
But what we can tell is the patterns of behavior.
So you know, people like this product more than this product.
People are really interested in this video, but not this video,
and so looking at the commonalities there and you know,
being able to sort of extrapolate out what some of
(13:32):
the things we might be able to figure out are
is quite important. And I should say, you know, I'm
talking about things like Google Analytics. Obviously, that gives us
lots and lots of numbers. What it doesn't tell us
is why. So numerical analytics is really helpful, but you
also actually have to I had a prospective client that
(13:52):
I talked to earlier in this week, and at some
point he said to me, you're basically telling me that
I have to speak to I have to talk to
my customers. And I said, yes, you know, like I
have to ask my customers, like, you know, what do
you like about our product? Yes, because there is still
no substitute, I think, but for talking to people, and
(14:15):
because numbers don't tell you the why a lot of
the time.
Speaker 1 (14:18):
Yeah, I agree with you on that one. I've also
run into more and more business owners did want to
shall we say, they rather than talked to their customer.
They would they would rather them their customers type things
(14:39):
in at them.
Speaker 3 (14:41):
Yeah, so you know, I try getting somebody to do that.
I mean, you can get somebody to do that if
you offer them the right incentive. But you know, what's
interesting about conversation is that it goes places that you
may not have expected. If you ask a lot of questions, Yes,
that can give you some helpful information, but having an
(15:02):
actual conversation where you can probe is probably going to
give you a deeper level of information. Yeah, well, you
know where you start asking the questions that say, tell
me more about that, you know?
Speaker 1 (15:15):
Yeah, well, I would think that the more you understand
about why and the emotional levels of why people are
buying stuff would help you to guide them to unnecessarily
maybe some more product, but add more value to the product.
Speaker 4 (15:37):
Right.
Speaker 3 (15:37):
And it's interesting, I just was talking about marketing fundamentals.
I mean, you know, people buy emotionally and that hasn't changed.
So just because we're on a screen doesn't mean that's
not happening. And so another thing that I've often talked
about is how to create some of those emotions in
(15:58):
an online environment. You know, for example, like trust right,
people have to believe that you are who you say
you are. Because we know for sure that there are
so many online entities that aren't who they say they are,
or that you can do what you say you can do.
People have to be able to trust that, and you know,
(16:19):
and you do that by things like reviews and testimonials,
by proof statements. You know, we've been doing this for
twenty years or whatever it might be. You know, we've
won all these awards, we've got PR coverage, we've got
certifications as licenses, whatever it might be, but any kind
of proof of yes, we are credible. And then all
(16:40):
you know content like authority pieces that show your expertise.
But you know, you have to be able to create trust,
just like you do in an offline relationship.
Speaker 1 (16:52):
Yeah. Yeah, people don't buy from people that they don't trust.
Speaker 3 (16:57):
Right well, but they do see a very interesting thing.
I mean, I was just reading about the latest scam online,
which is a potentially you know where Again it's people
who are vulnerable and you know, somebody comes along and
befriends them and the next thing you know, they're spending
hundreds of thousands of dollars on whatever that turns out
to be nothing and they've lost the money. And you know,
(17:18):
so and most of us who are kind of savvy go, yes,
I know this is a scam, but not everybody does.
Speaker 1 (17:23):
So you know, oh, okay, I'm gonna gonna turn myself
admit to I had. Yes, I I I got really
close to being scammed. I was in a desperate situation,
as like I was between employments and hadn't really started
going to going completely down the entrepreneur route. To the
(17:47):
point is like, hey, do or die? But this guy said, uh,
sent me this text message, Hey, I can help you
if you if you help me set up an office,
and he sent me these checks and everything, and it
just happened to be that I had spent a number
of years working in a bank, and I was like,
(18:09):
this is the wrong paper. But had it not been
for something as silly as the wrong paper, I would
have got scammed. Wow. So even it doesn't matter how
savvy you are, if they can catch you at a
vulnerable state and then churn you into the right emotional state,
(18:34):
they can get you.
Speaker 4 (18:35):
Right.
Speaker 1 (18:36):
But conversely, if but you can do that for good though, right.
Speaker 3 (18:40):
Oh, of course absolutely. And you know, and even on
reaptable sites like Amazon, I know, has all sorts of
people checking the products that people say they're selling are
real and authentic and made in the way that they
say they made and so on, you know, and that's
that's a constant headache for even big retailers like Amazon.
Speaker 1 (19:00):
Yeah, yeah, I can see that being true, you know,
because there's a lot of ways to put things together, right, right,
So yeah, so how do you okay, So you're sitting
here with the business owner, Hey, I want to do
better with my business, and you start pulling out the analytics,
(19:24):
and how do you start putting it into statements to
start start guiding them towards the right way to the
best way for them to do things right?
Speaker 3 (19:35):
Well, I mean the first thing that has to happen
is is a conversation about what the business owner's trying
to do. And so you know, you don't have to
understand analytics, but you for sure, I have to understand
your own business.
Speaker 1 (19:46):
Hmm.
Speaker 3 (19:48):
What's the business about? What are your goals when people
come to your website? What do you want to happen?
And not just what you want to happen overall, like well,
I want to make some sales, But what are all
the other points where you want something to happen? Like
you might want somebody to sign up for your your
newsletter right or register for some sort of discount or
special offer, or you know, watch a certain video or
(20:11):
whatever it might be. So what are all the different
places where somebody you're hoping that somebody is going to
do something? Because then what we're going to do with
the analytics is figuring out if that's happening, and if
it's happening at a rate that's acceptible or not. And
also how are you getting visitors and what are you
(20:33):
what are visitors costing you? And can can we reduce that?
I mean, I can't tell you how many examples recently
I've seen of people doing social media ads. And social
media ads are great, they're not half as expensive, for example,
as Google Google ads, but the traffic that you get
tends to be pretty low quality because people are not
(20:58):
necessarily shopping on social media. They're on social media in
order to talk to friends or watch entertainment or whatever.
You know, So are all the things you're doing to
get traffic and to get visitors the right things to
get the right people who are likely to buy from you?
And you know, once we've got the basics down, you know,
(21:19):
have you got your calls to action in the right place?
Are they working? Once you know are you are you
getting the right people? Then you can start doing more
interesting stuff like are there potentially opportunities for new products
or services that you haven't thought of before? And I've
actually found quite a few of those in my consulting career.
(21:44):
So you know, there are the places where we can
actually having got the things that you already know about
running as best they can, are there places that we
can actually find ways to grow your business from here.
Speaker 1 (21:59):
Right, So, if say you have three products A, B
and C or A, you you can analyze which which
are those products is best to push forward and which
you can build one well.
Speaker 3 (22:17):
I mean, if you've got a product that isn't selling well,
then it's not quite that simple. I mean you probably
need to think about a few different options. You know, A,
is it not selling well because people don't want it?
Speaker 1 (22:31):
But B?
Speaker 3 (22:33):
I mean let's say you're you're selling online. Is it
not selling well because people aren't finding it due to
the way that your navigation or your promotion is set
up is set up for it? Is it not selling
well because you know, yeah, people do want it, but
they can't you know, your price is too high, or
once they find out how much the shipping costs that
(22:54):
put them off, or you know, it's so you have
to do some digging, you know, you have to say,
what's going on here? What can I what seems to
be the issue, and just some testing, you know, and
try some different things. And of course again you can
(23:15):
you can get back to your customers and actually ask them,
you know, why aren't you buying this? And yes, of course,
well there will always be some products that are going
to sell better than others, right So, But the thing is,
usually unless it's something really basically like you know that
there's a page broken or there's some functionality that's not
working properly, usually at that point you're you're saying, Okay,
(23:37):
what could be some of the reasons this is happening,
and then trying to do some testing to see what
it is, and then you know, from there you can
go to what do we do about it?
Speaker 1 (23:48):
Yeah, you keep you keep saying a couple of of
common words here, testing and conversation, as it's sounded like
the that communication with the people that you're trying to
serve is.
Speaker 3 (24:09):
Paramount here, right well, and testing means you know, if
you think, for example, often I find that, say you've
got a very long web page, right and people are
supposed to scroll down at the bottom there's a call
to action that says buy this or click here or whatever.
The next thing that you want them to do is, well,
(24:32):
if people don't go all the way down the page,
they're not going to ever see that call to action,
so they're not going to do it. So one of
the things that analytics can help you with is noticing
how far down the page people typically go, so which
is helpful because it tells you of the content on
the page, what do they see. Like if you've got
(24:52):
the most important content towards the bottom and nobody's going
there and they'body seeing it, so that's something that you
need to know because you want to reposition that content.
So maybe what you want to do is add in
some additional calls to action before they get to the bottom.
You know, Amazon has a like one click by this
now button right, it's top the screen for people who
come in and go right, this is what I want.
(25:14):
I don't want to mess about, just give it to me,
boom right. And so one of the things you can
do is to test by adding some calls to action,
does this improve our our conversion rate? Is that actually
the problem you know that people aren't seeing that the
content at the bottom. If we move some of that
really important content that people aren't seeing to a place
(25:37):
where it's more prominent and they do see it, does
that change things? So the analyst is is noticing what's
going on and making recommendations. Those recommendations usually require some
sort of proof, and you know, you can easily implement
software which you basically we call it ab testing, which
(25:57):
means you've got two different versions of the same thing.
So one is where you leave the things as they were,
which we call you know, the control version. And then
and then you have a version where you've made a change,
like you've added in that call to actually you've change
the color of the button or whatever the heck you do, right,
And then you you can get technology which will serve
(26:19):
those pages to people at random, so visitors see either
one page or the other, and and you track the
results and so until you get a statistically significant outcome.
Speaker 1 (26:33):
Right that that you know, and that makes sense that right,
So positioning color, I would imagine, even text size are there.
Speaker 3 (26:48):
And actually the words I mean click here is not
particularly exciting, right, get your discount now and get your
free trial. Now, you know, things that actually tell you
what you're gonna do, what you're gonna get for clicking.
It's actually more more inspiring, right.
Speaker 1 (27:10):
Okay, So so instead of say click now, the hey
get here for you for for your bagnificent life result
it would be more effective.
Speaker 3 (27:26):
Well that's a bit long, but yeah, yeah, yeah, right.
Speaker 1 (27:29):
Yeah, going off the top of my head. Sorry it's
a bit worthy, but yeah, and actually I actually I
have seen that it was a sound sort of thing
that they were trying to get wake up part of
your brain or something sort of thing, and I have
a clicking for that. But anyway, but you also need
(27:52):
to make sure that you're guiding that to whatever the viewer,
your audience that you're trying to attract to the product
is going to find appealing, right, right.
Speaker 3 (28:07):
So you have to know where your audiences are where
they're looking, so you know, maybe you do have a
good social media audience. Yeah, I mean obviously different social
media platforms have different audiences for different reasons, and so
you need to know where your your audience is hanging out.
I mean, are they on TikTok as opposed to YouTube
or Instagram? Right, right, So you do need to understand
(28:30):
your customer at that level as well, because if you're
doing a load of advertising on Facebook, but nobody who's
really interested in your products is probably looking at Facebook,
then obviously that advertising is kind of wasted.
Speaker 1 (28:43):
Yeah, and you might be advertising a product that no
one is actually going to be looking that that audience
isn't really looking for anyway, right, Right, So is there
kind of when you're helping people with this, is there
kind of a breakdown or a job that each social
media platform is actually doing for their audience.
Speaker 3 (29:07):
No, but they have different emphasis, right, I mean TikTok
obviously is right now short video for example, Pinterest right
is about kind of you know, it's a scrapbooking side,
it's about visual images. I mean, it's obviously, say's Instagram,
So people go to Pinterest for inspiration around creating something
(29:27):
for example, right, where maybe Facebook is a bit more
interact to you know, I want to talk to somebody.
I want to watch and see what my community, the
group that I belong to is doing. You just have
to kind of and obviously then there's LinkedIn, which is
which is professional, So you have to you have to
(29:50):
figure out where people are going to be that they
would be interested in seeing what you have to offer.
Speaker 1 (29:57):
Right, and hiring someone like you would would be what
would help us figure figure all that out with the
whole digital marketing.
Speaker 3 (30:09):
Uh somewhat, yeah, I should say I'm not necessarily a
social media expert.
Speaker 1 (30:13):
But yeah, well, let me ask you this, because you
are an expert in the in the analytics, and when
when you're looking at the analytics, is it tell you that, oh, well,
you're getting this percentage, this amount of your of your
traffic coming from this social media platform as opposed to
(30:35):
that social media platform. So maybe you want to adjust
your advertising over to one in less than one of
the other.
Speaker 3 (30:44):
Yeah, exactly, So it tells you more than that, because
what it will say is you're getting X number of
visitors from these different social media platforms, and you can
then say how many of those visitors from each platform
fulfilled one of my goals? Right, So that's how you
can tell which of the social media platforms that you're
(31:05):
using generates you the best results. And you can also
break that down if you if you it's a little
more technical, but you can put what we call tags
on your links from your ads that tell you not
only which platform is it coming from, but which specific campaign.
So say you've got I don't know, a Mother's Day
(31:26):
promotion and a spring sale or whatever that you know,
stuff like that, So they're slightly different messaging messages you
if you if you set it up properly, then you
can tell again which campaign generated the best results from
that same platform. So if there was something specific about
the way you did the messaging that worked better, that
(31:49):
would be become apparent.
Speaker 1 (31:52):
Okay, So so not only by by way of platform,
like say, if UH see cups from did you did?
Did You're trying to you? You put it on Facebook,
you put it on Twitter, you put it on uh
on on LinkedIn, and then you tag Okay, this one
(32:14):
came from LinkedIn, Well, they came from a B or
C campaign, so you label that all in there.
Speaker 3 (32:21):
Yeah. Now, and I want to emphasize that doesn't necessarily
happen automatically. You may it may or may not, but
but you need to figure out you need to ensure
that the links are set up in order.
Speaker 4 (32:32):
For that to happen.
Speaker 1 (32:33):
Yeah.
Speaker 3 (32:33):
Well, which obviously is something something that if you have
somebody like me around can help you with.
Speaker 1 (32:38):
Yeah. Well, let me ask you this because because there's
a lot of talk about automation with the with with
these sort of systems, how does that come into play
if you're especially trying to tag your or name different campaigns,
so you know where where the traffic's coming from from
a campaign, right.
Speaker 3 (32:57):
A lot of them do have automatic tagging, but you
just need you know what you want to set up
is what it's called, just so everything's consistent across platforms.
So you want to make sure whatever you name your campaign,
you know, Spring promotion or whatever, is the same regardless
of where you're doing the promotion, so that you can
compare because obviously if you don't, if you don't have
(33:19):
your naming the same, then they're not going to stack
up against each other.
Speaker 4 (33:23):
In the analytics, yeah, there is a specific way of
gathering the analytics.
Speaker 1 (33:31):
Did you prefer over others?
Speaker 3 (33:33):
Well, I personally use mostly Google Analytics. I mean there
are various different tools, and obviously there's there's other tools,
and especially in Europe, there are other tools. I like
Google because it's potentially can be very very powerful. If
you customize it out of the box, it's pretty good.
But if you really go in and customize it to
tell you the things that your business specifically needs to know,
(33:56):
then it gets to be very very powerful.
Speaker 1 (33:59):
That's going back to know your own business so you
know which how to customize it so you get the
right information, right. So yeah, that's pretty it. It actually
all sounds like pretty powerful stuff.
Speaker 3 (34:15):
It is powerful stuff if if you can harness it
to do what you wanted to do.
Speaker 1 (34:20):
Yeah, so mh would There's a bunch of questions running
my head at this point, and I'm like looking at
the clock and I'm like, oh my god, we're gonna
We're getting close to time and everything. Right, So how
(34:42):
different is it save for for like, I'm obviously a
movie and media company versus another consultant company, versus somebody
who sells hard products. You can work with all of them.
Speaker 3 (34:59):
I yeah, I mean, you know, there are people who
say you have to have experience in a certain industry.
I personally don't agree with that because, as I said,
my first my first mover as a consultant is going
to be asking the business owner, what are you trying
to do? The business owner, all the client, whoever, you know,
whoever it is my contact, right, what are you trying
to do?
Speaker 1 (35:18):
Right?
Speaker 3 (35:19):
Because the principles of what I do are pretty much
the same. You know, what are they trying to do?
Speaker 4 (35:24):
Is it happening?
Speaker 3 (35:25):
If it's not happening, why not? You know? And there
might be nuances within your industry that impact that, but
I think that the business owner should be it should
know that, and so to me, it's a partnership, right,
It's it's I have my expertise. I'm never going to
be as much of an expert in your business as
(35:46):
you are, so if we put that together, we should
be able to get to some results.
Speaker 1 (35:51):
Yeah, it sounds like you're not trying to be an
expert in that particular business or in that particular industry.
You're you're an expert in helping people find that particular
or helping helping join together customer business so that everybody
has what they want, right.
Speaker 3 (36:09):
And you know, there's also an argument that says that
because if you work across lots of different industries, then
things that you learn that work in one industry perhaps
can be translated to another. So there is that piece too.
Speaker 1 (36:24):
Yeah. So ultimately, because we are starting run out of time. Also,
what is it you're trying to help business owners do
or help a business do? What do you what's the
result you want to give them?
Speaker 3 (36:41):
So on my website, which hopefully you'll put in your
show notes, there's a free ebook which if people are
welcome to download, it's called Hidden Gems and it's stories
of action from my experience, actual changes, transformational level changes
that we made to businesses strategy with new products or
(37:03):
services or markets, or to the website based on things
that we could only have seen once we started looking
at the analytics. And that's an e book. Like I said,
it's in English, there's no technical stuff in it it
and you're welcome to download it in My goal is
for it to inspire people to try things a little bit.
(37:26):
And so what I'm really trying to do is to
encourage anybody who's got a website. I mean, if you're
not looking at your analytics, in my opinion, you're shooting
in the dark with your investment. You don't know what's
going on. You can't tell I mean just because you're
getting sales, you could be getting more sales, right, you
could be expanding your markets. You really don't know what's
going on. And so I'm trying to demystify it, to
(37:49):
make it perhaps a little more well, maybe not fun,
but if you really don't like that stuff, but interesting
and profitable and transformational right in English, without getting in
to all of the technical jargon. And I really haven't
used any jargon while we've been talking. Analytics is full
of jargon, but that's my goal. I'm trying to get
(38:09):
rid of that and talk to business owners in business language,
business terms, and and see if I can get them
to make better use therefore of the information that's available.
Speaker 1 (38:21):
Yeah, it sounds like you're you're you're doing amazing work
for people.
Speaker 3 (38:26):
Well, thank you. And if any and obviously if any
of your your your your listeners would like to chat,
we I do offer a free discovery call, so you know,
we can just have a have a chat and get
to know each other a bit.
Speaker 1 (38:40):
Are they're with that being said? Best ways to actually
get to that discovery call?
Speaker 3 (38:46):
Yeah, so find me on LinkedIn. I think I'm the
only person in the world with my names that you
can easily find me and please connect. I'm happy to
do that. All my website is websites that win dot.
Speaker 1 (38:57):
Com, Websites that win dot Com. Awesome, all right, thank
you for joining us today. It's it's been educational and
I'm definitely downloading that book please. Yeah, it was like,
see I need to look more at your website. It's
been a much Yeah, okay, thank you so much.
Speaker 3 (40:01):
Say this is days.
Speaker 4 (40:08):
A reason.
Speaker 1 (40:15):
Save me out.
Speaker 2 (40:19):
Job in the wall shots we can't trust wait to see.
Speaker 1 (41:46):
The show has been produced by Depictions Media. Please contact
us at depictions dot media for more information.
Thank you for listening to pictures media radio.
Speaker 2 (00:26):
Rat you readying to me? Oh will bad stop? I
(01:09):
just need.
Speaker 3 (01:14):
Solidly lash.
Speaker 2 (01:27):
Its events.
Speaker 1 (01:38):
Welcome back, everybody. Philippa has clocked over twenty five years
in digital marketing, strategy and an analytics consulted with nearly
five hundred clients and work with websites that have cumulately
generated hundreds of millions of dollars. Owners and marketing executives
(02:04):
hire Philippa to find insights into their web analytics that
will grow their business and cut waste spending because many
are missing those hidden gems. So she helps clients in
North America, Europe and in the Middle East to translate
(02:27):
the numbers into transformational ideas that move the business forward,
reveal opportunities for new markets, products, services, and maximize return
on investments. Philippa is also a author and she wrote
(02:48):
the book forty two Rules for Websites That Win and
it was endorsed by Guy Kawasaki and has taught at
three international business schools. So why don't we invite Philippa
to our show and hear more about how we can
(03:12):
find those hidden gyms in our business that will push
it forward. Find more clients and bring us more successes
(03:37):
than we can. So, Philippo, welcome to the show. And
(03:58):
you've done amazing things in the digital marketing sector. And
how did you get started? How did you decide to
just to take that journey anyway?
Speaker 3 (04:10):
Well, I guess I when I first came to the US,
I was working for a nonprofit in Chicago, and it
was it was a national organization, so they had a
chapter in every state. And okay, so this is going
to date me. So I have sort of been around
since the very early days of the internet. But back then,
(04:34):
you know, we had things like bulletin boards, and you know,
that's how it kind of really started. Email, bulletin boards
and stuff like that. And I was much younger, I
should add. They wanted somebody to kind of basically evangelize
this technology so that every chapter across you know, in
(04:58):
each chapter in each state, would use this kind of
technology to work together because obviously it's much more efficient
than individual faxism, phone calls and what have you. But
because it was fairly new and a nonprofit. Organizations are
interesting because it's much harder to say to somebody you
will do this or you're fired. You know, it was.
(05:20):
It was basically a sort of well evangelist kind of thing.
It was. It was a lot of trying to inspire people,
because the response from the chapter's staff was literally across
the board from Wow, this technology is really exciting through
to over my dead body, literally over my dead body. Right,
(05:44):
I'm used to doing it this way, and this is
how we've always done it.
Speaker 4 (05:47):
And you know, yeah, I remember those days before AOL. Right, well,
AOL is around.
Speaker 3 (05:55):
I mean this was Earl, those kind of early days.
But you know, in terms of let's set up systems
whereby we can all work together, share ideas, you know,
share campaigns, you know, all this sort of cooperation stuff.
And the problem is if you've got you an X
number of people who are all in an X number
of people who won't touch it, then you've got a
(06:16):
problem because you've got fragmentation. So that was my very
first position in the US, and so it got me hooked. Actually,
I was just fascinated by the technology and by the possibilities.
And I'm kind of a data geek to some extent,
I suppose, but I only like data for for the
(06:40):
sake of what it can do for us, Like how
it can move us forward what we can learn, not
just messing with data for the sake of it. And
so I guess it all came together. And when analytics
started coming out, I was really excited because Okay, now
we've got these fledgling websites, but now we can actually
see what's going on with them. And even back then
(07:01):
when it was really new, I could say the potential
of analytics, and I was absolutely very excited. And at
that time, again it was back to a lot of
people not very excited and me jumping up and down.
And so that's I guess how I got into analytics consulting.
Speaker 1 (07:17):
Yeah, well, back way back when there were a few
of us who were really excited, Oh wow, we can
we look at what we can do. And then there
was a few that were like, this is a waste
of time. Yeah, I could spend my time doing something
way better, something way better. And I do remember that,
(07:39):
you know, because one of my very first professional jobs
was in those in that same error.
Speaker 3 (07:47):
You know, so right, And in addition, you know, this
isn't your issue, but women in this, in this part
of technology, or in technology in general, there are far
fewer women. I'm really they probably still are excuse me,
than than men, and so that was something to navigate
(08:08):
as well.
Speaker 1 (08:09):
Yeah, well, well what if you like, we can touch
on that topic a little bit, because because women have
have actually helped advanced technology a lot more than what
most think. It's just that that the male ego has
(08:33):
diminished the role of what women have actually done. Because
there's a lot of things that in technology and science
did women could do that the male brain just simply
can't do. Yeah.
Speaker 3 (08:47):
I don't know about the science of it, but yeah.
Speaker 1 (08:52):
Yeah, but so there's there's a lot of of of
the of the math and everything that the help help
us discover the technology was actually done by women, and
of course it all had to be turned over to
a man who took credit for it, which I'm glad
(09:13):
to see some of that ending. You know, it could
a lot more, could end a lot sooner.
Speaker 3 (09:21):
So.
Speaker 1 (09:22):
But but with all that being said, because we're pretty
close in age that you you push forward anyway, you
push forward, and you and you're you're a superstar in
this space.
Speaker 3 (09:39):
Oh, I don't know about that. I think I'm trying
to do something that I'm not sure I see that
many people doing it. I mean, you know, I'm really
trying to help business owners understand this from a business
perspective and in English, because what what what I know
(10:01):
from my experience is that when people come to me
as you know, as a consultant and they want my help,
they at the same time, it's a subject that if
you're not a techie and you're not excited by this stuff,
it can be very overwhelming very quickly. And honestly, I
understand a lot of people are not excited by this
(10:22):
and it's not interesting. They just want to know the
bottom line. My favorite question when somebody comes to me
as a business owner is they say, Philippa, what do
I need to know to run my business better? That's
the question, what do I need to know to run
my business better? And it's not philipp Let's look at
fifty pages of analytics reports? Right, there's a big difference.
Speaker 1 (10:45):
Yeah, I wouldn't think that that would be the latter
would be a question, let's look at fifty pages I
think the first question.
Speaker 3 (10:53):
But what I mean is they don't necessarily even want
to see one analytics report. What they want to know is, so,
what can you tell me? Because the analytics reports in themselves,
like I said, if you don't know what you're looking at,
can be very difficult to understand and difficult to tease
out the information and even more difficult to apply it
(11:16):
and say, so, what, so what does this mean for
our business? What should we do? And I think that's
where people like me come in and that's where we're valuable.
And so for business owners wanting to understand analytics better
or say the power of analytics better, there's not as
(11:37):
much information as That's what I'm trying to do, because
there's a huge amount of information if you want to
understand all the technicalities, but if you don't, you just
want to know how to apply it. And so, in fact,
I'm currently in the process of writing a new book
which is all about that. So oh cool, I'll let
you know and that, yeah.
Speaker 1 (11:55):
Because you wrote was it forty two ways? Was it?
Speaker 3 (11:58):
Or forty two rules for where presidence it wins? That
was quite a while in, about ten years ago. Now, yeah,
And what's interesting about the book actually is that a
lot of it still applies, which is really interesting. The
principles it's about, it's about strategy, it's about where and
digital marketing strategy, and in many ways you know, the
(12:19):
principles don't change. The tools change, and you know, now
we have AI for example, so what you can do
changes the way you do it, I should say changes.
But you know, there are fundamental marketing principles like know
your customer are still absolutely one hundred percent there. It's
just what you do with that principle.
Speaker 1 (12:40):
Let's talk about know your customer and how you and
how using analytics can we learn more about our customer.
Speaker 3 (12:49):
Yeah, so well, and obviously before people freak out, analytics
rules very clearly state that that when we say no
your customer, unless the person is logged in and has
you know, a relationship with you that they've given permission
for analytics is anonymous when we can't tell who exactly
is on the site, what their name is, for example,
(13:12):
But what we can tell is the patterns of behavior.
So you know, people like this product more than this product.
People are really interested in this video, but not this video,
and so looking at the commonalities there and you know,
being able to sort of extrapolate out what some of
(13:32):
the things we might be able to figure out are
is quite important. And I should say, you know, I'm
talking about things like Google Analytics. Obviously, that gives us
lots and lots of numbers. What it doesn't tell us
is why. So numerical analytics is really helpful, but you
also actually have to I had a prospective client that
(13:52):
I talked to earlier in this week, and at some
point he said to me, you're basically telling me that
I have to speak to I have to talk to
my customers. And I said, yes, you know, like I
have to ask my customers, like, you know, what do
you like about our product? Yes, because there is still
no substitute, I think, but for talking to people, and
(14:15):
because numbers don't tell you the why a lot of
the time.
Speaker 1 (14:18):
Yeah, I agree with you on that one. I've also
run into more and more business owners did want to
shall we say, they rather than talked to their customer.
They would they would rather them their customers type things
(14:39):
in at them.
Speaker 3 (14:41):
Yeah, so you know, I try getting somebody to do that.
I mean, you can get somebody to do that if
you offer them the right incentive. But you know, what's
interesting about conversation is that it goes places that you
may not have expected. If you ask a lot of questions, Yes,
that can give you some helpful information, but having an
(15:02):
actual conversation where you can probe is probably going to
give you a deeper level of information. Yeah, well, you
know where you start asking the questions that say, tell
me more about that, you know?
Speaker 1 (15:15):
Yeah, well, I would think that the more you understand
about why and the emotional levels of why people are
buying stuff would help you to guide them to unnecessarily
maybe some more product, but add more value to the product.
Speaker 4 (15:37):
Right.
Speaker 3 (15:37):
And it's interesting, I just was talking about marketing fundamentals.
I mean, you know, people buy emotionally and that hasn't changed.
So just because we're on a screen doesn't mean that's
not happening. And so another thing that I've often talked
about is how to create some of those emotions in
(15:58):
an online environment. You know, for example, like trust right,
people have to believe that you are who you say
you are. Because we know for sure that there are
so many online entities that aren't who they say they are,
or that you can do what you say you can do.
People have to be able to trust that, and you know,
(16:19):
and you do that by things like reviews and testimonials,
by proof statements. You know, we've been doing this for
twenty years or whatever it might be. You know, we've
won all these awards, we've got PR coverage, we've got
certifications as licenses, whatever it might be, but any kind
of proof of yes, we are credible. And then all
(16:40):
you know content like authority pieces that show your expertise.
But you know, you have to be able to create trust,
just like you do in an offline relationship.
Speaker 1 (16:52):
Yeah. Yeah, people don't buy from people that they don't trust.
Speaker 3 (16:57):
Right well, but they do see a very interesting thing.
I mean, I was just reading about the latest scam online,
which is a potentially you know where Again it's people
who are vulnerable and you know, somebody comes along and
befriends them and the next thing you know, they're spending
hundreds of thousands of dollars on whatever that turns out
to be nothing and they've lost the money. And you know,
(17:18):
so and most of us who are kind of savvy go, yes,
I know this is a scam, but not everybody does.
Speaker 1 (17:23):
So you know, oh, okay, I'm gonna gonna turn myself
admit to I had. Yes, I I I got really
close to being scammed. I was in a desperate situation,
as like I was between employments and hadn't really started
going to going completely down the entrepreneur route. To the
(17:47):
point is like, hey, do or die? But this guy said, uh,
sent me this text message, Hey, I can help you
if you if you help me set up an office,
and he sent me these checks and everything, and it
just happened to be that I had spent a number
of years working in a bank, and I was like,
(18:09):
this is the wrong paper. But had it not been
for something as silly as the wrong paper, I would
have got scammed. Wow. So even it doesn't matter how
savvy you are, if they can catch you at a
vulnerable state and then churn you into the right emotional state,
(18:34):
they can get you.
Speaker 4 (18:35):
Right.
Speaker 1 (18:36):
But conversely, if but you can do that for good though, right.
Speaker 3 (18:40):
Oh, of course absolutely. And you know, and even on
reaptable sites like Amazon, I know, has all sorts of
people checking the products that people say they're selling are
real and authentic and made in the way that they
say they made and so on, you know, and that's
that's a constant headache for even big retailers like Amazon.
Speaker 1 (19:00):
Yeah, yeah, I can see that being true, you know,
because there's a lot of ways to put things together, right, right,
So yeah, so how do you okay, So you're sitting
here with the business owner, Hey, I want to do
better with my business, and you start pulling out the analytics,
(19:24):
and how do you start putting it into statements to
start start guiding them towards the right way to the
best way for them to do things right?
Speaker 3 (19:35):
Well, I mean the first thing that has to happen
is is a conversation about what the business owner's trying
to do. And so you know, you don't have to
understand analytics, but you for sure, I have to understand
your own business.
Speaker 1 (19:46):
Hmm.
Speaker 3 (19:48):
What's the business about? What are your goals when people
come to your website? What do you want to happen?
And not just what you want to happen overall, like well,
I want to make some sales, But what are all
the other points where you want something to happen? Like
you might want somebody to sign up for your your
newsletter right or register for some sort of discount or
special offer, or you know, watch a certain video or
(20:11):
whatever it might be. So what are all the different
places where somebody you're hoping that somebody is going to
do something? Because then what we're going to do with
the analytics is figuring out if that's happening, and if
it's happening at a rate that's acceptible or not. And
also how are you getting visitors and what are you
(20:33):
what are visitors costing you? And can can we reduce that?
I mean, I can't tell you how many examples recently
I've seen of people doing social media ads. And social
media ads are great, they're not half as expensive, for example,
as Google Google ads, but the traffic that you get
tends to be pretty low quality because people are not
(20:58):
necessarily shopping on social media. They're on social media in
order to talk to friends or watch entertainment or whatever.
You know, So are all the things you're doing to
get traffic and to get visitors the right things to
get the right people who are likely to buy from you?
And you know, once we've got the basics down, you know,
(21:19):
have you got your calls to action in the right place?
Are they working? Once you know are you are you
getting the right people? Then you can start doing more
interesting stuff like are there potentially opportunities for new products
or services that you haven't thought of before? And I've
actually found quite a few of those in my consulting career.
(21:44):
So you know, there are the places where we can
actually having got the things that you already know about
running as best they can, are there places that we
can actually find ways to grow your business from here.
Speaker 1 (21:59):
Right, So, if say you have three products A, B
and C or A, you you can analyze which which
are those products is best to push forward and which
you can build one well.
Speaker 3 (22:17):
I mean, if you've got a product that isn't selling well,
then it's not quite that simple. I mean you probably
need to think about a few different options. You know, A,
is it not selling well because people don't want it?
Speaker 1 (22:31):
But B?
Speaker 3 (22:33):
I mean let's say you're you're selling online. Is it
not selling well because people aren't finding it due to
the way that your navigation or your promotion is set
up is set up for it? Is it not selling
well because you know, yeah, people do want it, but
they can't you know, your price is too high, or
once they find out how much the shipping costs that
(22:54):
put them off, or you know, it's so you have
to do some digging, you know, you have to say,
what's going on here? What can I what seems to
be the issue, and just some testing, you know, and
try some different things. And of course again you can
(23:15):
you can get back to your customers and actually ask them,
you know, why aren't you buying this? And yes, of course,
well there will always be some products that are going
to sell better than others, right So, But the thing is,
usually unless it's something really basically like you know that
there's a page broken or there's some functionality that's not
working properly, usually at that point you're you're saying, Okay,
(23:37):
what could be some of the reasons this is happening,
and then trying to do some testing to see what
it is, and then you know, from there you can
go to what do we do about it?
Speaker 1 (23:48):
Yeah, you keep you keep saying a couple of of
common words here, testing and conversation, as it's sounded like
the that communication with the people that you're trying to
serve is.
Speaker 3 (24:09):
Paramount here, right well, and testing means you know, if
you think, for example, often I find that, say you've
got a very long web page, right and people are
supposed to scroll down at the bottom there's a call
to action that says buy this or click here or whatever.
The next thing that you want them to do is, well,
(24:32):
if people don't go all the way down the page,
they're not going to ever see that call to action,
so they're not going to do it. So one of
the things that analytics can help you with is noticing
how far down the page people typically go, so which
is helpful because it tells you of the content on
the page, what do they see. Like if you've got
(24:52):
the most important content towards the bottom and nobody's going
there and they'body seeing it, so that's something that you
need to know because you want to reposition that content.
So maybe what you want to do is add in
some additional calls to action before they get to the bottom.
You know, Amazon has a like one click by this
now button right, it's top the screen for people who
come in and go right, this is what I want.
(25:14):
I don't want to mess about, just give it to me,
boom right. And so one of the things you can
do is to test by adding some calls to action,
does this improve our our conversion rate? Is that actually
the problem you know that people aren't seeing that the
content at the bottom. If we move some of that
really important content that people aren't seeing to a place
(25:37):
where it's more prominent and they do see it, does
that change things? So the analyst is is noticing what's
going on and making recommendations. Those recommendations usually require some
sort of proof, and you know, you can easily implement
software which you basically we call it ab testing, which
(25:57):
means you've got two different versions of the same thing.
So one is where you leave the things as they were,
which we call you know, the control version. And then
and then you have a version where you've made a change,
like you've added in that call to actually you've change
the color of the button or whatever the heck you do, right,
And then you you can get technology which will serve
(26:19):
those pages to people at random, so visitors see either
one page or the other, and and you track the
results and so until you get a statistically significant outcome.
Speaker 1 (26:33):
Right that that you know, and that makes sense that right,
So positioning color, I would imagine, even text size are there.
Speaker 3 (26:48):
And actually the words I mean click here is not
particularly exciting, right, get your discount now and get your
free trial. Now, you know, things that actually tell you
what you're gonna do, what you're gonna get for clicking.
It's actually more more inspiring, right.
Speaker 1 (27:10):
Okay, So so instead of say click now, the hey
get here for you for for your bagnificent life result
it would be more effective.
Speaker 3 (27:26):
Well that's a bit long, but yeah, yeah, yeah, right.
Speaker 1 (27:29):
Yeah, going off the top of my head. Sorry it's
a bit worthy, but yeah, and actually I actually I
have seen that it was a sound sort of thing
that they were trying to get wake up part of
your brain or something sort of thing, and I have
a clicking for that. But anyway, but you also need
(27:52):
to make sure that you're guiding that to whatever the viewer,
your audience that you're trying to attract to the product
is going to find appealing, right, right.
Speaker 3 (28:07):
So you have to know where your audiences are where
they're looking, so you know, maybe you do have a
good social media audience. Yeah, I mean obviously different social
media platforms have different audiences for different reasons, and so
you need to know where your your audience is hanging out.
I mean, are they on TikTok as opposed to YouTube
or Instagram? Right, right, So you do need to understand
(28:30):
your customer at that level as well, because if you're
doing a load of advertising on Facebook, but nobody who's
really interested in your products is probably looking at Facebook,
then obviously that advertising is kind of wasted.
Speaker 1 (28:43):
Yeah, and you might be advertising a product that no
one is actually going to be looking that that audience
isn't really looking for anyway, right, Right, So is there
kind of when you're helping people with this, is there
kind of a breakdown or a job that each social
media platform is actually doing for their audience.
Speaker 3 (29:07):
No, but they have different emphasis, right, I mean TikTok
obviously is right now short video for example, Pinterest right
is about kind of you know, it's a scrapbooking side,
it's about visual images. I mean, it's obviously, say's Instagram,
So people go to Pinterest for inspiration around creating something
(29:27):
for example, right, where maybe Facebook is a bit more
interact to you know, I want to talk to somebody.
I want to watch and see what my community, the
group that I belong to is doing. You just have
to kind of and obviously then there's LinkedIn, which is
which is professional, So you have to you have to
(29:50):
figure out where people are going to be that they
would be interested in seeing what you have to offer.
Speaker 1 (29:57):
Right, and hiring someone like you would would be what
would help us figure figure all that out with the
whole digital marketing.
Speaker 3 (30:09):
Uh somewhat, yeah, I should say I'm not necessarily a
social media expert.
Speaker 1 (30:13):
But yeah, well, let me ask you this, because you
are an expert in the in the analytics, and when
when you're looking at the analytics, is it tell you that, oh, well,
you're getting this percentage, this amount of your of your
traffic coming from this social media platform as opposed to
(30:35):
that social media platform. So maybe you want to adjust
your advertising over to one in less than one of
the other.
Speaker 3 (30:44):
Yeah, exactly, So it tells you more than that, because
what it will say is you're getting X number of
visitors from these different social media platforms, and you can
then say how many of those visitors from each platform
fulfilled one of my goals? Right, So that's how you
can tell which of the social media platforms that you're
(31:05):
using generates you the best results. And you can also
break that down if you if you it's a little
more technical, but you can put what we call tags
on your links from your ads that tell you not
only which platform is it coming from, but which specific campaign.
So say you've got I don't know, a Mother's Day
(31:26):
promotion and a spring sale or whatever that you know,
stuff like that, So they're slightly different messaging messages you
if you if you set it up properly, then you
can tell again which campaign generated the best results from
that same platform. So if there was something specific about
the way you did the messaging that worked better, that
(31:49):
would be become apparent.
Speaker 1 (31:52):
Okay, So so not only by by way of platform,
like say, if UH see cups from did you did?
Did You're trying to you? You put it on Facebook,
you put it on Twitter, you put it on uh
on on LinkedIn, and then you tag Okay, this one
(32:14):
came from LinkedIn, Well, they came from a B or
C campaign, so you label that all in there.
Speaker 3 (32:21):
Yeah. Now, and I want to emphasize that doesn't necessarily
happen automatically. You may it may or may not, but
but you need to figure out you need to ensure
that the links are set up in order.
Speaker 4 (32:32):
For that to happen.
Speaker 1 (32:33):
Yeah.
Speaker 3 (32:33):
Well, which obviously is something something that if you have
somebody like me around can help you with.
Speaker 1 (32:38):
Yeah. Well, let me ask you this because because there's
a lot of talk about automation with the with with
these sort of systems, how does that come into play
if you're especially trying to tag your or name different campaigns,
so you know where where the traffic's coming from from
a campaign, right.
Speaker 3 (32:57):
A lot of them do have automatic tagging, but you
just need you know what you want to set up
is what it's called, just so everything's consistent across platforms.
So you want to make sure whatever you name your campaign,
you know, Spring promotion or whatever, is the same regardless
of where you're doing the promotion, so that you can
compare because obviously if you don't, if you don't have
(33:19):
your naming the same, then they're not going to stack
up against each other.
Speaker 4 (33:23):
In the analytics, yeah, there is a specific way of
gathering the analytics.
Speaker 1 (33:31):
Did you prefer over others?
Speaker 3 (33:33):
Well, I personally use mostly Google Analytics. I mean there
are various different tools, and obviously there's there's other tools,
and especially in Europe, there are other tools. I like
Google because it's potentially can be very very powerful. If
you customize it out of the box, it's pretty good.
But if you really go in and customize it to
tell you the things that your business specifically needs to know,
(33:56):
then it gets to be very very powerful.
Speaker 1 (33:59):
That's going back to know your own business so you
know which how to customize it so you get the
right information, right. So yeah, that's pretty it. It actually
all sounds like pretty powerful stuff.
Speaker 3 (34:15):
It is powerful stuff if if you can harness it
to do what you wanted to do.
Speaker 1 (34:20):
Yeah, so mh would There's a bunch of questions running
my head at this point, and I'm like looking at
the clock and I'm like, oh my god, we're gonna
We're getting close to time and everything. Right, So how
(34:42):
different is it save for for like, I'm obviously a
movie and media company versus another consultant company, versus somebody
who sells hard products. You can work with all of them.
Speaker 3 (34:59):
I yeah, I mean, you know, there are people who
say you have to have experience in a certain industry.
I personally don't agree with that because, as I said,
my first my first mover as a consultant is going
to be asking the business owner, what are you trying
to do? The business owner, all the client, whoever, you know,
whoever it is my contact, right, what are you trying
to do?
Speaker 1 (35:18):
Right?
Speaker 3 (35:19):
Because the principles of what I do are pretty much
the same. You know, what are they trying to do?
Speaker 4 (35:24):
Is it happening?
Speaker 3 (35:25):
If it's not happening, why not? You know? And there
might be nuances within your industry that impact that, but
I think that the business owner should be it should
know that, and so to me, it's a partnership, right,
It's it's I have my expertise. I'm never going to
be as much of an expert in your business as
(35:46):
you are, so if we put that together, we should
be able to get to some results.
Speaker 1 (35:51):
Yeah, it sounds like you're not trying to be an
expert in that particular business or in that particular industry.
You're you're an expert in helping people find that particular
or helping helping join together customer business so that everybody
has what they want, right.
Speaker 3 (36:09):
And you know, there's also an argument that says that
because if you work across lots of different industries, then
things that you learn that work in one industry perhaps
can be translated to another. So there is that piece too.
Speaker 1 (36:24):
Yeah. So ultimately, because we are starting run out of time. Also,
what is it you're trying to help business owners do
or help a business do? What do you what's the
result you want to give them?
Speaker 3 (36:41):
So on my website, which hopefully you'll put in your
show notes, there's a free ebook which if people are
welcome to download, it's called Hidden Gems and it's stories
of action from my experience, actual changes, transformational level changes
that we made to businesses strategy with new products or
(37:03):
services or markets, or to the website based on things
that we could only have seen once we started looking
at the analytics. And that's an e book. Like I said,
it's in English, there's no technical stuff in it it
and you're welcome to download it in My goal is
for it to inspire people to try things a little bit.
(37:26):
And so what I'm really trying to do is to
encourage anybody who's got a website. I mean, if you're
not looking at your analytics, in my opinion, you're shooting
in the dark with your investment. You don't know what's
going on. You can't tell I mean just because you're
getting sales, you could be getting more sales, right, you
could be expanding your markets. You really don't know what's
going on. And so I'm trying to demystify it, to
(37:49):
make it perhaps a little more well, maybe not fun,
but if you really don't like that stuff, but interesting
and profitable and transformational right in English, without getting in
to all of the technical jargon. And I really haven't
used any jargon while we've been talking. Analytics is full
of jargon, but that's my goal. I'm trying to get
(38:09):
rid of that and talk to business owners in business language,
business terms, and and see if I can get them
to make better use therefore of the information that's available.
Speaker 1 (38:21):
Yeah, it sounds like you're you're you're doing amazing work
for people.
Speaker 3 (38:26):
Well, thank you. And if any and obviously if any
of your your your your listeners would like to chat,
we I do offer a free discovery call, so you know,
we can just have a have a chat and get
to know each other a bit.
Speaker 1 (38:40):
Are they're with that being said? Best ways to actually
get to that discovery call?
Speaker 3 (38:46):
Yeah, so find me on LinkedIn. I think I'm the
only person in the world with my names that you
can easily find me and please connect. I'm happy to
do that. All my website is websites that win dot.
Speaker 1 (38:57):
Com, Websites that win dot Com. Awesome, all right, thank
you for joining us today. It's it's been educational and
I'm definitely downloading that book please. Yeah, it was like,
see I need to look more at your website. It's
been a much Yeah, okay, thank you so much.
Speaker 3 (40:01):
Say this is days.
Speaker 4 (40:08):
A reason.
Speaker 1 (40:15):
Save me out.
Speaker 2 (40:19):
Job in the wall shots we can't trust wait to see.
Speaker 1 (41:46):
The show has been produced by Depictions Media. Please contact
us at depictions dot media for more information.
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