New User Driven Book Survey
This post was made Apr 26, 2010 by Carlos del Rio
We are starting a new book. In the spirit of User Driven Change we are opening the decision up to you. Please read over the descriptions below and give your thoughts at the bottom.
Thanks,
Jeff and Carlos
Geolocation:
Geolocation by IP address has been around for quite a while, but with the rapid increase in website visitors from smartphones and geolocation apps, geolocation has taken on a whole new level of visitor customization. This is creating many questions about how to properly monitor and respond to the opportunities created apps like FourSquare and Gowalla. Clearly geolocation games connect with the Competitive customer type, but how can these apps be modified to better serve the other customer types and create customer relationships? Finally, we’ll talk about how to define success through your existing web analytics metrics.
Practical Metrics:
Beginning with a set of common problems from real websites we will layout how to diagnose possible solutions based on customer behavior, define performance indicators, and plan next steps. This will come in the form of a framework for choosing what tests to perform and what metrics to track to determine success and define follow-up steps.
Channel Failure:
You invest a lot of money into your marketing channels and if you are a good marketer, you have a good mix of channels. But what happens if you lose a channel? For instance, what if Google decides that your SEO is not up to their standards and your natural search links drop from page one to page 20? What happens when MSN shopping changes to Bing Shopping? What if an email goes out and none of the links are active? You can only control so much of what goes on in your channel. We will provide you with some quick and actionable answers that you can utilize today.
Social Change:
Are you using social data to make decisions about your website? It certainly couldn’t hurt. Monitoring your company’s social activity is critical, but what do you do with this data? We’ll utilize our four main visitor types: Relational, Researcher, Competitive and Immediate; and apply them to how you can utilize their social data to make changes to your website. We’ll define some of the metrics that we think are key for you to look at; explain how you can capture that data; finally, we’ll provide you with example of improvement you can make to your website based on your social data.
