Archive for the ‘web experience’ Category
Live @ IBM Smarter Commerce Global Summit Madrid: IBM Product Manager Mark Frigon On Smarter Web Analytics & Privacy
Effective Web metrics are critical to the success of businesses looking to succeed in e-commerce and digital marketing these days, and IBM has a number of experts who spend a lot of their time in this area.
One of those here in Madrid at the IBM Smarter Commerce Global Summit, Mark Frigon, is a senior product manager for Web analytics in IBM’s Enterprise Marketing Management organization.
Mark sat down with me to discuss the changing nature of Web analytics, and how dramatically it has evolved as a discipline over the past few years, including the increased focus by marketers on “attribution,” the ability to directly correlate a Web marketing action and the desired result.
Mark also spoke at the event about the importance for digital marketers around the globe to be more privacy-aware, a topic we also discussed in our time together, calling out in particular the “Do-Not-Track” industry self-regulatory effort that intends to put privacy controls in the hands of consumers.
If you spend any time thinking about Internet privacy or Web analytics, or both, this is a conversation you won’t want to miss.
It looks as though Twitter may finally have settled on a deal to buy renowned Twitter client, TweetDeck (my still all-time favorite Tweeting tool).
According to TechCrunch’s Mike Arrington, the deal is finally going down for between $40-50M (includes both cash and Twitter stock), but it’s mainly a defensive posture, working to prevent UberMedia from grabbing all the key Twitter-related startups.
Of course, after the Bin Laden episode, Twitter may need all the horsepower it can get.
TechCrunch also reported that the breaking Bin Laden news had the highest sustained Tweet rate in history, at 3,440 Tweets per second.
Guess you can’t really say Osama didn’t go out without a bang.
Meanwhile, the Sony Online Entertainment (SOE) network saga continues, with Joystiq reporting the company servers were offline across the board, and that the user data was stolen as part of the original intrusion.
Yesterday, Sony executives in Japan were seen taking their customary humbled bows of apology before a press conference.
Hopefully it was a deep bow, as this latest news indicated the attack resulted in roughly 24.6 million accounts possibly having been breached. Ouch.
This could be a good time to head back to school. If you’re in the business of providing access to information and services via the Web, the IBM Exceptional Web Experience Conference might just be the trick.
The event will be held May 16-19 in Orlando, Florida, and will feature some of IBM’s key thought leaders in this area, including Larry Bowden, our VP, Portals and Web Experience Software, and Sandy Carter, VP, Social Business and Collaboration Solutions.
This event sold out in Chicago last year, and is dedicated to helping organizations be more successful by highlighting proven business solutions and technical strategies designed to keep pace with rapidly evolving Web user demand and expectations.
You can learn more here.
For much of my career, my work has been centered on or around the IBM Web experience.
As you’ve seen from my blogger biography, my longstanding personal mission here has been to use the Web to drive business effectiveness and efficiencies, and to better serve IBM customers leveraging the unique capabilities of the Internet.
I should probably add another sentence, to also say “and in turn help IBM customers benefit from the knowledge, wisdom, and technology application from our own experience on the Web.”
On occasion, I get both the privilege and opportunity to talk to our customers face to face or via conference call.
Typically, we share notes or swap war stories, and I’ll also share how our organization is designed and how we work as an extended global team.
But what really gets my juices flowing is when I have the opportunity to talk about experiences that leverage the Web to directly help customers and, better yet, use the Web to help customers help other customers.
When I talk about social media, I’m not talking exclusively about the ecosystem of external social sites like Facebook, LinkedIn, and the like.
I’m typically referring to the more social experience that electronic networks have facilitated, and now, with more focus of computing moving into the cloud, the incredible range and variety of tools and technologies being developed to improve the customer experience.
Not simply the online customer experience: The customer experience overall!
Think back to when you could first make an airline reservation via the Internet, whether on the airlines’ site or a third-party one. Didn’t a small light bulb go off? Didn’t you kind of think to yourself, wow, this is kind of like when I first went to the ATM. I don’t have to deal with a teller anymore!
That’s not to say I was a fan of putting tellers out of a job. But I was a huge fan of the convenience and simplicity of using an ATM which, for me, was a high value transaction but which, for the bank, was probably a very low value one.
But we’re now seeing businesses go much, much further with this approach. We’re seeing the wisdom of crowds and the participatory model create whole new ranges of value for organizations large and small around the globe.
Increasingly, those experiences are no longer limited to a one-to-one experience between consumer and vendor via a land-line connected Web site.
No, more and more every day, we’re seeing those experiences reach into new devices unleashed from their electronic umbilical cord and extended into new devices, ranging from iPads to smartphones to some that probably are still in the design lab.
These experiences are also increasingly social in nature. Look at how companies such as BazaarVoice help vendors from IBM to Dell to Wal-Mart and beyond capitalize on the wisdom, insight, and sentiment of the crowd through their ratings and reviews capabilities.
The influence of the purchaser is now empowered by word of mouth online, which travels at the speed of light, but the trusted influencer could, in fact, be a complete and total stranger.
Welcome to the 21st century. Deal with it.
Probably most interesting of all, for marketers and business decision makers across the board, these new capabilities leave digital footprints. Tracks through the otherwise unbroken snow. Hansel and Gretel-like digital breadcrumbs helping you understand from whence you came, and for what.
It used to be, you didn’t know what you knew until you knew it. Now there’s so much to know so quickly, you have to figure out now only what you knew, but also what’s likely to happen in the near future. We call that predictive analytics.
Speaking of predictions, here’s the truth: Shortly, you’re going to be hearing some very exciting news from IBM on the subject of experience.
And when I say shortly, I’m talking about in the next couple of days.
Other than that, I’d have to shoot myself or go find a job at Microsoft, which I fear could be a fate worse than death.
So I’ll let the great guitar philosophizer himself, Jimi Hendrix, provide the segue to this new experience. In 1967, by the album of the very same name, he asked that most provocative of questions, “Are You Experienced?”:
If you can just get your mind together
Then come on across to me
We’ll hold hands and then we’ll watch the sunrise
From the bottom of the sea
Trumpets and violins I can hear in distance
I think they’re calling our names
Maybe now you can’t hear them, but you will
If you just take hold of my hand – Jimi Hendrix, “Are You Experienced?,” 1967
The experience will be coming to a Web near you soon.
Keep an ear out for it, and the Twitter hashtag #ibmexperience could be a key way to tune in.