I’ve been thinking about what happens when we try to apply the Jobs to be Done (JTBD) lens to business-to-business situations. Uncovering needs by carefully interviewing consumers is so powerful when we are talking directly to the end user but what about those buying design or marketing services from an agency or negotiating a fleet… Read More B2B JTBD: Functional Jobs will always align with business goals?
Lauren Currie and I have been working together to run a workshop with Hyper Island for European parts of the Dentsu Aegis Network for three days in Poland. We talked, makes and played with Design Thinking, Jobs to be Done, Agility, SCRUM and agency processes and behaviours. This morning we worked together to create a… Read More A Canvas to Explore Client Agency Relationships
Clustering keywords can be useful to help identify content topics and marketing opportunities. There are specialist tools around but you can achieve many of the same outcomes using the tools you are probably already using including Google Adwords Adplanner. Step 1: Start by generating or finding your list of keywords. I’ve downloaded words from Google… Read More Using Google Adwords Adplanner to do keyword topic clustering
I spend a lot of time producing reports for clients to help them explore the data generated by their digital activities. Some of this is from Google Analytics and it is easy to simply cut and paste what Google presents to create pages and pages of numbers: average session durations over the last month, sessions by… Read More A draft scorecard for Google Analytics
When Google decided to make Analytics free it did agencies and brands a great service. They could use data insights about their customers, markets and businesses to make informed decisions without a costly technology barrier. Unfortunately the tool being free set the expectation that using the tool would be free and that advice and support… Read More Calculate your Google Analytics Power Score
So, the agency who built your site installed the tracking code for Google Analytics and you have a login which you’ve tried a few times. You’ve asked for reports and get a dashboard emailed to you every month. Your sessions are going up month on month and you are selling a few more things this… Read More Using Google Analytics to drive growth in your business
I did the first test of our new cards today: 50 cards with data on one side and business questions on the other. Participants, from one of my ecommerce clients, started by identifying the data that means most to their business; first 10 metrics then reducing to 4. Next they explored dimensions, Then they chose… Read More Observations from a first workshop test of our Analytics Cards
Last year I created some training cards around customer interviewing using the Jobs to be Done framework. They have been quite popular and I’ve had lots of positive feedback. People seem to like the tangibility of physical cards and the fact that they can use them to plan an interview or to remind them of… Read More Prototyping new training cards for Google Analytics
Jobs to be done theory, JTBD, looks at the world through the eyes of the consumer rather than from a brand or business perspective. JTBD suggests that by understanding underlying needs and motivations we can design better products or marketing to meet these needs. Surfacing the needs of our customers should also help us design… Read More JTBD Analytics: What jobs are site visitors trying to get done?
I’ve been reviewing GA for new clients again in the past few weeks and one thing seems clear, most of them are not taking full advantage of what analytics offers. In this post I want to start a checklist and explain what we need to do to bring GA up to date and get the… Read More Analytics has changed: go back and check that you’ve fully installed GA