Tuesday, February 28, 2012

Every Visitor Counts

I took the title of this post from the Beonic Website.  It's their motto and highly descriptive of their service.  They count, track and analyze visitor flow and behavior, for industries such as:
Super Markets
Retail Stores
Gaming Venues
Department Stores
Public Facilities
Shopping Centers

They're a good example of a service that retailers can purchase to help collect primary data about the customers who enter their premesis.  Their Beonic Solutions packages include the software component of their tracking and analytic system.  The major hardware required are Thermal Sensors. 

When the point-of-sale software is incorporated with the rest of hte Beonic Solutions Suite, Key Performance Indicators (KPIs) are distilled from the data and transmitted to management.  The benefits include:

Merchandising performance
Store/design performance
Sales conversion
detailed visitor trac profiling
Benchmarking against other locations

Trend analysis

Our customers use the Traffic Pro information in the follwing way
Sales conversion

> Provide in-store accountability

> Determine unrealised sales potential

> Adjust sales campaigns quickly



Sta scheduling

> Roster for peak and slow periods

> Balance sta numbers with visitor numbers for better customer service

> Reduce costly over-staffing
 


Marketing e ectiveness


> Monitor visitor traffic before and after campaigns

> Measure the success of promotions


>Redefine Marketing Strategies to increase sales conversion

Wednesday, February 22, 2012

Ch 4 Emerging Economies and Internet access

Though I found plenty of links to charitable organizations that donate new and used computers to developing countries (a bing search for' recycled computers + Africa + charities' yielded over 47,800 results) I could not find the story I heard on public radio (not even on the NPR website).  Still, I love reading about efforts to bridge the digital divide in developing countries, especially Africa, so here are some of my favorite articles I found on the topic and my thoughts on these efforts.  I realize some of hte articles are shorter than the ideal length, but if you put them together, they would be much longer than your typical WSJ article.

The Bill and Melinda Gates foundation (under the direction of Bill and Melinda Gates and Warren Buffet) offered an endowment to the Botswana public library system in August of 2009.  http://www.gatesfoundation.org/press-releases/Pages/free-access-to-computers-botswana-libraries-090807.aspx Together with the Botswana government they are working to bring about improvements to that country's library system through the technology endowment in order to diminish the digital divide and improve the lives of the citicens of Botswana.  This joint effort is called Sesigo. 

I felt the impact of this strategy more when I readtThese quotes from the library's website:

Computer Training

"In an endeavour to bridge the digital divide normally exacerbated by the lack of access to computers and know how to use them, libraries now offer free access to as well as free computer training to all citizens. Contact your nearest library to find out the training dates."

Internet Access

"Internet is available for public access in Ghanzi, Thamaga, Lobatse, Kanye, Moshupa, Gaborone, Shoshong, Mochudi, Mahalapye, Palapye, Selibe Phikwe, Molalatau, Ramokgonami libraries. More libraries are to be connected. The public can access internet for free. Library staff is available at all times to assist the public."

I read a book from one of my favorite series, which happened to be set in Gaborone, this week. That made me want to look up what the smart people who want to help Africans have been doing in that particular neck of the plains. 

 http://www.sesigo.org.bw/index.php?id=50
Computer Aid International is a UK registered charity that aims to reduce poverty through practical ICT solutions.
The ticker on their website reports that they have already provided 197,975 computers to developing countries.  http://www.computeraid.org/
Also on their website I learned, "Most recently, Computer Aid has launched the ZubaBox, a solar powered IT hub, which will enable access to solar powered ICT anywhere in the world."

EcoFriend's article published in April of 2010 reported that Computer Aid International used this technology to open a solar powered internet cafe in Zambia. http://www.ecofriend.com/entry/computer-aid-international-provides-solar-powered-internet-cafes-in-zambia/

While we have all heard of the plan to burry broadband fiberoptic cable to reach Africa and how the UN supports this initiative, I found dissent where I expected to find support for this proposal, from the NPR website.  The author of the article has impressive credentials, but his emphasis seemed to be largely based on questioning the economic impact of the initiative, with less attention paid to the overall quality of life improvement that can come from a greater knowledge base. 

NPR article argues for better and more consistant research to verify the link between growth of GDP in developing countries and broadband access in this article posted May 20, 2011, written by Charles Kenny, a senior fellow at the Center for Global Development and a Schwartz fellow at the New America Foundation. http://www.npr.org/2011/05/20/136491388/foreign-policy-put-the-breaks-on-broadband
While stressing the conspicuous absense of hard data or credible research cited in the United Nations summit on the Millennium Development special report, issued the preceeding September. 

Monday, February 6, 2012

Ch 3, Facebook IPO, market value and marketing revenue

So does Facebook's marketing revenue justify the 5billion IPO?  Analysts speculate investors could be tapped for closer to 10 billion according to recent article in Reuters. http://www.reuters.com/article/2012/02/02/us-facebook-ipo-idUSTRE80U29V20120202

"Its IPO prospectus shows that Facebook generated $3.71 billion in revenue and made $1 billion in net profit last year, up 65 percent from the $606 million it made in 2010." (Reuters)

Does this IPO have anything to do with the new "Time Line" format that Facebook introduced this year?  Apparently so... "Facebook aims to be more attractive to potential large advertisers. It has improved its ad targeting capabilities as it collects user data through new features such as the Timeline, said George John, founder of Rocket Fuel, a digital marketing company."

It's interesting that while Zuckerberg, who would become the 4th richest man in America if Facebook is indeed valued at 10billion due to his 28% retained ownership, claims that the money is to fund a better service rather than the service becoming a product with its own purpose of generating revenue. 

My cynical mind sees the new time-line format as an improvement for marketers more than an improvement for users.  In 2011 Facebook earned 69% of its revenue from ads and another 12% from Zynga games (which run their own ads).

Sunday, February 5, 2012

Social Networking with a Purpose

http://www.nytimes.com/2010/09/30/technology/personaltech/30basics.html

I loved this article about LinkedIn because it is a practical description of why and how to use LinkedIn not only to expand your own network and help job seekers market themselves, but how you can find potential customers through LinkedIn.


For Example, this is my LinkedIn profile
 http://www.linkedin.com/profile/view?id=85719797&trk=tab_pro

One of my favorite things about LinkedIn isn't mentioned directly in the article, it's the advertising you can do through LinkedIn.  If you want to market your product or service to members of a certain group, the advertising is very cost effective and can be well targeted if you take the properly identify your target market.

It's like using Google Adwords, but for less money and with better aim. 

http://www.linkedin.com/advertising?src=en-all-el-li-hb_tab_ads&utm_medium=el&utm_source=li&utm_campaign=hb_tab_ads&trk=hb_tab_ads

 You can target by:
Job Title, Industry, Geography, Company Title, Seniority, Age, Gender or Group

Since the charge is pay-per click and you can set daily limits on how much you want to spend, it is a very flexible, cost effective and practical tool.

The step-by-step guide makes it easy to create ads, even if you are not in advertising.  Great tool for any B2B, especially those with limited budgets.

To maximize your social network in a way that will drive traffic to your ad, consider joining an industry group that includes your target market.  When members of the group post questions for other members to offer advice on, try to find answers for them.  Become a problem solver for your potential customers.  They will be more likely to remember the name of the company you represent when you do this and the likelihood that they will click on your ad goes up.