Web Analytics

There’s a vast ocean of raw customer data on the Web. Ever thought of the implications if somehow you could harness all that data and transform it into useful information? Information that perhaps you can use in your SEO (Search Engine Optimisation) and conversion optimisation?

There are web analytics tools you can employ for these purposes. But using web analytics tools will only win you half the battle. You’ll have to be proficient in configuring these tools to generate insightful and actionable results out of them. A poorly configured tool can produce confusing or even misleading information.

Our web analysts possess the expertise to configure and use web analytics tools, as well as analyse results and leverage information obtained from them.

These are the things we can do to help you take advantage of web analytics.

  • Discuss with your managers to establish your specific goals, to determine what specific data we have to collect/analyse and to plan out how to go about with the entire process.
  • Help you select an appropriate tool, install it and set optimal configurations including page tags, filters, funnels, reports and others.
  • Wield the full force of your analytics tool(s) to make sound business decisions.
  • Monitor the entire web analytics system and implement adjustments when needed.

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2015 – What’s ahead for UK Business?

According to reports just in, the global environment industry is down. Less money is available for what some CEO?s still see as grudge expenditure, and many U.S. agencies are seeking soft budget cuts. The UK is proving to be an exception following the announcement of ESOS, and EcoVaro does not expect the May elections will have much impact in this regard.

ESOS calls for mandatory energy assessments in companies above a certain size, and requires specific proposals to cut consumption. There is no indication of compulsory follow-through, although it is clear the Environment Agency hopes rising electricity prices and the prospect of monetary savings will do the trick.

It is an open question whether the Tory government would have interfered with commerce to this extent, were it not for the European directive that enforced it. The overall goal is to cut EU energy consumption across the board by 20% by 2020. Energy consultants are rubbing their hands in glee. EcoVaro?s response is to provide cloud-based software.

We will be interested to see how many UK companies make the first deadline of 5 December 2015, in the light of reports that half the 9,000 firms affected appear not to even know that ESOS exists. Some will no doubt pay last-minute lip service. Those with an eye on their own sustainability will grasp the Energy Saving Opportunity Scheme with both hands.

The initial ESOS deadline was always going to be a challenge. Some big corporates have stolen a march albeit egged on by green stakeholders. The next challenge comes in June 2015 with the implementation of the European Union?s ?Waste Catalogue? of hazardous substances, and rules for their disposal. We hope a new ISO 14001 will arrive soon and pull the loose threads together.

The introduction of carbon trading late this year brings further opportunities to increase profits through wise stewardship. Auditable metrics are essential for this.

EcoVaro can assist by processing your raw data. We provide this service on a virtual cloud. In return, you can get advice on optimising the quality of your graphs for presentations. 

How CRM-eCommerce Integration can help you Win a Price War

There are a number of reasons why more people are buying stuff online. One of the biggest is price. You can afford to sell your goods at cheaper prices on the Internet because you’re free of the usual operating expenses like rent, electricity, and staff salaries. That should translate to some nice savings, right?

No savings in a price war

Sadly, there?s one more thing that can drive your prices even lower: a price war. Just like in the brick-and-mortar world, a good number of online retailers are now trying to undersell each other. So even if they are able to achieve reduced OPEX, they would still find it difficult to make substantial savings.

What you need to understand is that, while price is a big motivator for buying online, it is no longer the only factor experienced online shoppers consider when choosing between two online shops.

Customers who buy purely on the basis of price, are very fickle. They can easily jump ship as soon as they discover another online store offering better discount. If what you’re looking for are repeating, loyal customers, you can’t make low prices your key differentiator.

Winning customer loyalty

Just like in the brick-and-mortar world, buyers will keep coming back to you if they find in your website true value for their money. There certainly are people who don’t just look at price tags when buying products from the Web. These folks are looking for the total package.

But other than affordable prices, what factors can win customer loyalty? You’re probably thinking a fresh user interface, multiple payment options, a good return policy, prompt delivery, reviews and testimonials, product comparisons, and so on.

Well, those are important too and you certainly should have those features and characteristics in place.

Meeting customers? needs through CRM-eCommerce integration

But there?s more you can do to enhance the customer?s experience on your site. Offering exactly the products they’re looking for and providing all relevant information they need when they need it, will give them a sense of belonging.

Since different customers have different desires you obviously would have to know your customers first before you can attempt to fulfil those desires. And, honestly, the only way to do that with accuracy and precision, and the only way to collect a significant amount of relevant customer information and make sense of it all, is by integrating CRM with your e-commerce platform.

Increasing Sales and Savings from integrating CRM into e-Commerce

The main benefit of integrating CRM with e-commerce is that it will help you enhance the customer experience. That’s cool but what does that translate to monetarily? Well, for one, that can significantly increase customer retention. Higher customer retention can only lead to increased sales in the long run.

As with regards to savings, if you are able to deliver exactly what your customers want, you can significantly bring down refunds and charge-backs.

Very few businesses have the financial resources to meet their competitors head on in a price war. Chances are, you’re not one of those few. Still, whether you like it or not you’re already in the thick of it. By building customer relationships, you can win the price war without engaging in it.

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How Small Irish Businesses Avoid the GDPR Sting

Accountants providing chartered accounting services and tax advice are alerting smaller Irish companies to the consequences of the pending General Data Protection Regulation (GDPR). They believe these are going to feel the most pain come 25 May 2018, if they do not implement GDPR by then. We are trying our best to help avoid this situation by providing advice.

How to Kick the GDPR Ball into Play

The Irish Information Commissioner?s Office has produced a toolkit regarding where?s best to start. They suggest beginning with an information security assessment to determine the gaps companies need to close. Once quantified, this leads naturally to a plan of action, and resources needed to fulfil it. Here?s how to go about it:

1. Start by assessing your current ability to identify, assess, and manage threats to customer data security. Have you done anything at all to date? You must be holding some customer information surely, and it is highly likely the GDPR applies to you.

2. Next, review your company?s current customer data security policies. Are they documented and approved, or do new employees discover them sitting next to Nellie? Rate yourself on a scale where ten is successful implementation.

3. Now consider how well you have pinned responsibilities on individuals to implement policies and take the lead on GDPR. The latter should be the business owner, or a board member with clout to make things happen.

4. By now, you should have a grasp of the scale of work ahead of you, remembering the EU deadline is 25 May 2018. If this sounds overwhelming, consider outsourcing to your accountant or a specialist provider.

5. Under the General Data Protection Regulation you have only 72 hours to report a breach of customer data security to the Information Commissioner?s Office. Do you have a quality assurance mechanism to oversee this?

Tangible Things to Bring Your Own People on Board

With all the changes going on, there is a risk of your employees regarding GDPR as ?another management idea going nowhere.? Thus, it is important to incorporate the new EU regulations in staff training, particularly with regard to data security generally. They may fully come on board only once they see tangible signs of progress. You should in any case put the following measures in place unless you already have them:

1. A secure area for your servers and for any paperwork your customers provided. This implies access control on a need-to-know basis to protect the information against loss, damage, and theft.

2. A protocol for storage media and record disposal when you no longer require them or something supersedes them. You are the custodian of other people?s information and they deserve nothing less.

3. Procedures to secure customer data on employee mobile devices and computers: This must extend to work done at home, at consultant sites, and by remote workers.

4. Secure configuration of all existing and new hardware to minimise vulnerability and storage media crashes. These quality assurance measures should extend to removable media and remote backups.

So Is This the Worst of the Pain?

We are at the heart of the matter, although there is more to tell in future articles. You may be almost there, if you already protect your proprietary information. If not, you may have key company information already open to malware.We should welcome the EU General Data Protection Regulation as a notice that it is time to face up to the challenges of data protection and security generally. The age of hacking and malware is upon us. The offender could be a disgruntled employee, or your competition just down the street. It is time to take precautions.

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  • (+353)(0)1-443-3807 – IRL
  • (+44)(0)20-7193-9751 – UK

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