The importance of brand in a changing talent landscape

This article originally appeared in Media Post

A brand is more than a logo — it’s a promise. In today’s talent landscape, organizations must use the power of their internal brand champions to remain relevant in a competitive job marketplace.

Today’s talent pool is different than previous generations, but what accounts for this transformation? Three major shifts have changed the way top talent navigates corporate America, leading to a rise in new demands on company culture, growth development and purpose.

Shift 1: The Mindset Shift

It’s no longer just about a paycheck, but, instead, a holistic employee experience that encourages people to bring their whole selves to work. Traditional benefits are now table-stakes, giving rise to a new normal in which employees seek dynamic work environments, creative company culture, and inclusive work communities. How this experience comes to life across an organization is critical to a brand’s reputation and its ability to retain top talent.

Shift 2: The Technology Shift

Digital channels have fundamentally changed the recruitment process. The new status quo resembles a virtual employment shopping mall where talent can peruse, consider and shop for their next gig. While you may have once found job inquiries in the local newspaper, it won’t be long until we see talent swiping right for their next big break.

 Shift 3: The Generational Shift

While past generations were steadfast in their loyalty to companies, newer generations’ loyalty to their craft supersedes loyalty to employers. This shift creates a macro climate in which employees are willing to change companies for better growth opportunities where they have the ability to create impact. Engaged employees who reap these benefits are more likely to become brand champions, who are 35% more likely to feel productive on a typical workday and 40% more likely to look for ways to improve their work. 

Companies that embrace these shifts leapfrog the competition to retain top talent. Case in point: Google which prioritizes culture, growth, and purpose to attract top talent.

Culture: Google has fostered a clear and distinct company culture that champions uniqueness and rallies behind those who break barriers and defy the status quo. This further reinforces Google’s brand promise to be the world’s number-one source of information for its customers, employees and stakeholders.

Growth: Google reinforces its information for everyone mission through personalized employee growth plans. With an emphasis on personal development, Google exemplifies its brand promise to enable knowledge expansion.

Purpose: By empowering team members to solve the world’s most pressing problems, Google provides its employees an opportunity to have a global impact.  This opportunity to make a difference gives deeper meaning to work and aligns team members toward a higher purpose that ignites innovation and unites team members toward a common goal.

By aligning team member initiatives with brand strategy, Google has changed the conversation about talent. Employees are Googlers, each celebrated for their unique googliness. If you’re a programmer and loyal to your craft, you can be a programmer anywhere. But, if you’re a programmer at Google, you’re a Googler first and a programmer second. And you can only be a Googler at Google.

Cultivating Brand Ambassadors

Brand experience is cultivated from within an organization. Creating and living up to an employee value proposition that empowers, entices, and invigorates team members is critical to a brand’s success. By cultivating a strong culture, companies can empower ambassadors that will excite and delight customers, in turn, driving business performance and positive brand perceptions.

Joanna Komvopoulos is a senior brand strategist at Siegel+Gale

The post The importance of brand in a changing talent landscape appeared first on Siegel+Gale: Brand Consulting, Experience, Strategy, and Design.

Performics Wins U.S. Agency of the Year at the Bing Agency Awards 2018

Performics has been awarded 2018 U.S. Agency of the Year by Bing. The Bing Agency Awards recognize the innovation, passion and work of advertising agencies and technology partners from across the Americas, celebrating individual, team and agency talent. Saturday Night Live alum Vanessa Bayer hosted the awards event at Capriani in New York.

“We’re thrilled to be honored as Bing’s U.S. Agency of the Year. Bing has been an incredible partner to Performics in 2018, in the U.S. and across the globe,” said David Gould, Performics Global Brand President. “Bing helped us celebrate our 20th Anniversary with clients, and collaborated with us on research in the Performics Intent Lab, where we uncovered the power of search query language as a behavioral insights machine. We thank Bing for their continued support, as well as their commitment to helping drive performance for our clients.”

Kyle Jackson, SVP Group Director, Spark Foundry Performics Practices Team, also took home the honor of 2018 Executive of the Year, which recognizes the agency executive who has done the most exceptional job championing search marketing, and partnering with Bing Ads. “Kyle is an embodiment of the ‘demand performance’ spirit of Performics and beloved by his team, clients and partners alike,” said Scott Shamberg, CEO, Performics U.S. Overall, Performics was nominated in seven categories this year.

 

 

 

 

 

 

 

 

The post Performics Wins U.S. Agency of the Year at the Bing Agency Awards 2018 appeared first on Performics.

Things We Love September

Welcome to our September instalment of Things We Love. A little something we hope will help you to get to know us at GV a little better. Every month we’re sharing things we’ve worked on and loved, new technology we’ve been looking at which could be applied to digital OOH, all things creative or something we’re just really geeking out on.

Buffalo Bill Gates – PETE – MGFX DESIGNER

“Artist Kalle Mattsson, aka Buffalo Bill Gates, creates celebrity portrait mash-ups of famous faces with other celebrity identities/fictional entities to create offbeat hybrid personalities. We commonly see this ‘meme’ type artwork primarily online, however, it is great to see that Kalle Mattsson has an upcoming print exhibition showcasing his many wacky creations.”



Mixed Reality Graphic For The Weather Channel – ADAM – MGFX DESIGNER

The Weather Channel utilised mixed reality while reporting on the power and danger of Hurricane Florence. The graphics showed flood waters rising well above the meteorologist’s heads, with howling winds and cars floating on the surface of the water. The technology is incredibly effective, and I’m keen to see the evolution of mixed reality and how that can be translated to digital signage and beyond.”



Interactive display in AR – STEVE – CREATIVE

Apples ARKit has enabled many software developers and hobbyists to push Augmented Reality technology further, producing ideas and concepts that could change the way we interact with products, and advertisements. AR IRL (in real life) is a proof of concept which shows that users can interact with Augmented Reality elements onscreen in order to have an impact on physical objects. This example shows a user interacting with an AR keypad lock which unlocks a physical box. It’s an exciting thought to be able to interact with some kind of puzzle on your phone to unlock a digital vending machine DOOH activation.”

things we love cryptocurrency

Jackson Palmer – FREDDIE – DEVELOPER

As a tech guy, I find cryptocurrency interesting from the development perspective and recently I’ve been enjoying Jackson Palmer on YouTube. He’s great at explaining the technicalities of cryptocurrencies and stays clear of the trading side of things. For instance, his latest episode outlines what Dapps are (decentralised applications – apps run by many users rather than a company) and why no one is using them. It’s interesting if you want to get a critical look at the current state of cryptocurrency technologies and what the future is likely to hold.”

 

The post Things We Love September appeared first on Grand Visual.

Presenting: The Experience Brand Index

Despite the billions of dollars brands spend each year in advertising, nearly half of global consumers agree that if a brand doesn’t live up to the image it promotes through its marketing, they can no longer trust it. But there’s good news: Brands that deliver experiences that live up to their promises reap big returns.

At Jack Morton, we believe in the power of brand experience, but we were curious about what consumers thought. So we fielded a global Experience Brand Index study in late Spring 2018, surveying 6,000 consumers in the US, UK and China.

Brands must balance promises with proof of delivery
We learned consumers care more about and buy more from brands that deliver proof on the promises they make. And brands that ranked as Experience Brand Leaders are more likely to boast higher recommend-ability and loyalty rates.

Learn the five lessons in brand promise and proof
To help you deliver the best consumer experience for your brand, we’ve broken down what we learned in greater detail. Fill out the form below to receive the full report!

Privacy, Data, and the Consumer: What the U.S. Thinks About Sharing Data

This article, written by MarTech Advisor’s Research Director, Surajit Nath, was first published on MarTech Advisor on September 18th, 2018.

We like our privacy. We don’t want others to have access to our lives. But as consumers, we also want our favorite brands to read us like an open book. In fact, digital guru Mary Meeker in this year’s Internet Trends report mentioned that tech companies are experiencing a ‘privacy paradox’, where they’re caught between using data to provide better consumer experiences and impinging on consumer privacy.

Yet, in “Data privacy: What the consumer really thinks”, a report commissioned by Acxiom in partnership with the DMA, it was found that the 2,076 US citizens that were surveyed were willing to share their information where it makes sense.

The report found out that consumers see value in the data-driven economy. However, marketers must nurture their trust through responsible marketing and inform consumers of the value received through the exchange of data.

‘The companies that produce and interact with connected devices, from smart TVs, smart cars to smart medicine, need to be operationally equipped to ask the right questions at the right time. Operational readiness and applied data ethics must be built into the early stages of product development, all the way through to launch and beyond’, writes Sheila Colclasure, Chief Data Ethics Officer, and Public Policy Executive, Acxiom and LiveRamp.

We asked Jed Mole, Vice President, Marketing, Acxiom, about his opinion on personal data and data exchanges:

What are the top reasons consumers may be wary of brands holding their personal data?
More than anything, the answer is a lack of true understanding of how marketers use data. Brands understand that their ability to source the right, relevant marketing-related data ethically and use it in a way that benefits consumers rather than causing worry or harm, is the key to building trust with consumers.

When consumers search online for free, check their free email accounts, post on their free social media accounts and more, all this value is not linked to the data, despite it being fundamentally underpinned by it. Data supports jobs in the economy, sustains a free press, and enables a brand to narrow the focus of its outreach, which results in more relevant marketing and lower prices for the things consumers buy.

It is understandable that consumers are wary of trusting brands when so little of this economic and societal value exchange is understood; simply speaking, they don’t see the full picture.

What should brands do to make consumers feel better about the data exchange?
I believe it is relatively simple. Consumers want organizations to keep their data safe, to only have data they should reasonably expect to have and then to use it to drive value to them; not forgetting the new imperative of also making that value transparent to the consumer.

To prevent data being lost or stolen is the most obvious “table stake” for consumers. Just as important is the question of whether marketers should have it in the first place. This links clearly to the likes of GDPR in Europe where the bar has been raised for all organizations around justification of the data they hold. But if we have the right data, for the right reasons, if we keep it safe and if we can make it more transparent how we’re using that data to provide a more respectful, personalized, fairer and rewarding service to the consumer, the trust will grow. Equally, we need to trust the consumer, again by providing transparent access to the data we hold, clarity around how we use it and the ability for them to control their data.

Overall, the research shows that while consumers are rightly concerned about data privacy, they are also aware that data is an essential part of today’s economy, with 57% on average, globally, agreeing or strongly agreeing. Factor in the neutrals and around two-thirds of consumers are accepting or neutral around data use in today’s data-driven, data-enabled world.

MTA: Thanks for that perspective, Jed!

The following infographic, which is based on the report, explains why consumers believe that sharing data and personal information online is not intrusive. It also delves into the perception of the value of such data, what types of data consumers are willing to share, and how trust, transparency, and clarity are essential in a data-driven economy.

Some of the key takeaways from the report are:

  • Most consumers are data pragmatists.
  • There’s a pressing need to address the perceived asymmetry between industry and consumers.
  • Data control and autonomy are critical for US consumers.

Dive into the findings of the report in this infographic and find out public attitudes, perceptions, and concerns over data, how these are changing over time, and the impact of GDPR on data privacy.

 

Want to Improve Your Analytics? Learn from the Three Cornerstones of Fitness

A leading fitness icon, during one of his now-famous workouts, stated that there are three cornerstones of ultimate fitness: speed, balance, and range of motion. Together they form the three pillars that support overall physical well-being.

During one of his grueling workouts, convincing myself that today’s pain would be worth tomorrow’s strength, it dawned on me: Much like fitness, data science also has foundational anchors that, when exercised in combination (pun intended), will maximize analytic potential and results.

Cornerstone #1: Speed

In data science, we obviously don’t think about speed the same way as in fitness. Humans aren’t trying to manually calculate or predict faster, but we do need the computers we rely on to demonstrate analytical speed and perform computations with increasing rapidity. And, we need the software we rely on to seamlessly manage vast amounts of data. In a world where complex models can be built in minutes (sometimes seconds), we must be prepared to leverage the tools at our disposal.

Consumers are creating more data points than ever before, and our ability to handle them with scalable solutions will shape our future success. The rise and adoption of machine learning techniques, artificial intelligence, and cloud environments will serve as the means to our end – equipping us to aggregate and synthesize all the data points into meaningful insights and recommendations. Our ability to provide expeditious results is critical to understanding the consumer behavioral ecosystem and simultaneously supplying marketers with the real-time information required to credibly navigate through it.

Cornerstone #2: Balance

Holding a one-arm plank for 45 seconds is quite an accomplishment but getting there takes practice. You may start out wobbly and hold steady for 15 seconds. Gradually, you get to 30 seconds. Eventually, as your strength grows, and your muscles adapt, you hit 45 seconds. The moves vary in difficulty, but each one targets distinct muscle groups.

In analytics, the problems we solve also vary in difficulty. Through practice and repeat exposure, we achieve analytical balance by recognizing that some problems require less complicated solutions (e.g. portraits), while others necessitate advanced techniques (e.g. machine learning algorithms). Knowing which solution to implement means knowing which of the three analytic phases the ask falls into. Descriptive Analytics (Phase 1) helps us understand what has happened. We use portraits, reporting and cross-tabulations to understand patterns, behaviors and distributions. Simple summary statistics and aggregations can provide meaningful insight with minimal effort. Predictive Analytics (Phase 2) helps us understand what will happen. Forecasting and predictive modeling identify likely future behaviors based on historical actions to help maximize spend and targeting efficiency. Prescriptive Analytics (Phase 3) helps us understand what we should do. In this phase, we combine and leverage our learnings from the descriptive and predictive phases to help optimize recommendations. Often, a business challenge cuts across all three phases, so It’s important to qualify each problem at the onset to identify the complexity involved in achieving the end deliverable.

Cornerstone 3: Range of Motion

Healthy joints are crucial to overall wellness. Fighting to increase mobility and flexibility provides conditioning to expect a wide range of motion. Doing so also helps prevent injuries from simple, daily activities.

In data science, we must also be flexible and consider a wide range of techniques in our toolbox to analyze any given problem. For example, when we are working with a binary target (1/0), there are several techniques worth evaluating. Logistic regression is a robust approach that provides a significant amount of transparency. But sometimes, we can get a better prediction if we use ensemble modeling algorithms such as Random Forests or Gradient Boosting, even though doing so may sacrifice our interpretability. Also, there is often work done prior to performing analyses because we frequently have large amounts of data that need to be condensed and two very common methods of dimension reduction are Principal Component Analysis (PCA) and Factor Analysis (FA). Although the back-end algorithms differ, the front-end results are mostly similar. (FA is slightly easier to interpret.)

Having the flexibility to compare multiple techniques that solve the same problem means we are no longer hamstrung (pun intended, again) by the limitations of each one individually. We are now able to take full advantage of all the tools at our disposal and boost the results for the organizations we support.

In data science (as in any discipline) being successful requires more than one skill or competency. It’s important to take an inventory of your current capabilities and ask yourself: Do you need to improve your computation speed and scalability? How balanced in complexity are the offerings you provide? Do you have a solid understanding of various data science techniques? As with any endeavor, being able to identify and bolster areas of weakness improves the overall value of data science in your organization. And hey, if you apply them to your fitness too, you may just improve your own physical well-being along the way.

Why Carlsberg got back in touch with its Danish roots

Ryan Newey - Everyday magic

By Ryan Newey, ECD and Founder

Last month, Carlsberg unveiled a new pub. Its maiden pint was pulled not in a well-trafficked city-centre location, but in a woodland clearing. Instead of a glamourous launch party, the cheers of just six people greeted the first round.

It’s a little odd to think of a big beer brand undertaking a marketing campaign which goes so far to be so far out of the way.

It’s also unusual that the pub – called the Carlsberg Cabin – was built by complete novices who first met five days earlier at the end of a dirt track near Tintagel in Cornwall.

But this pub, and the stories of the strangers who built it, represents a much larger overhaul of Carlsberg’s conventional approach to marketing.

When the craft beer trend disrupted the industry, challenging established brands’ credibility and authenticity, it put many on the back foot. But for Carlsberg, a brand with over 150 years of craft brewing to its name, it was a shot in the arm.

The wake-up call was realising how its legacy had been clouded by ad campaigns focused on associations with long-standing British culture, rather than Carlsberg’s own. Could it stand for something more than football match refreshment?

The rebrand campaign which followed put Carlsberg back in touch with its roots, not just as a brewery but as an ambassador for Denmark. The resulting campaign – “The Danish Way” – was launched in 2017, and brought craft and philosophy together to introduce new tools for a happier life, fronted by Mads Mikkelsen.

A stronger cultural role proved powerful, as the campaign lifted Carlsberg sales by 20 per cent. But in a world of brands out to “make a difference”, Carlsberg would be challenged to prove its philosophy and put it into action.

Which brings us back to the Carlsberg Cabin. This little pub in the forest is a first step to making the brand’s philosophy concrete – or in this case, timber. The building is Danish in form and function, and the Danish way was integral to the building process itself.

When that first round was poured in that Cornish clearing, it wasn’t shared among six influencers or celebrity ambassadors. Instead, it was savoured by a group of strangers in celebration of more than their newly-built pub. As behind-the-scenes videos show, the group forged new relationships, confidence, and self-awareness in the process.

As audiences continue to search for authentic experiences, there may yet be many more philosopher-brands presenting great thoughts or lofty ambition. For those brands, success beyond their competitors will rely on making worthy principles tangible, useful, and human.

This article first featured in City.AM

How to Use Advanced Segments in Google Analytics

If you’re reading this article, you’re probably already using Google Analytics (GA) to help you gather data to assist you in making better business decisions. Though everyone’s goals and objectives are different, analytics data can be invaluable in providing insight regarding the type of customers that visit and engage with your site, as well as their journey from start to finish. It’s safe to say that the commonality would include increasing qualified traffic through various sources and increasing conversions via phone call, forms or sales through a checkout cart.

The beauty with GA is that you can break down traffic into various categories known as advanced segments. GA segmentation allows you to group visitors depending on the characteristics they may share. GA collects this data through cookies on browsers and/or sites they visit, how long they stay on a site, their screen size, and their specific page views. The good news is, GA already has segments laid out for you in order to capture certain data. It also allows you to customize your segmented traffic into different categories that can be further segmented into sub-categories or groups.

What Segments Should You Have?

The type of business you have will determine the type of advanced segments you will create and pay attention to. For example, you may want to A/B test two landing pages to see which performs better, including figuring out which of the two pages visitors tend to click on more often. You can compare whether various site pages are performing better with this data. Perhaps you want to find out the behaviour pattern, demographics or age group, what device they are using and what country or the city they are located in. All this can be captured by creating advanced segments within GA.

GA has an awesome comparison feature that allows you to compare data. You can, for example, use this feature to compare whether mobile devices convert better than desktops, perhaps because it loads faster. Depending on the demographics, they might be using mobile devices more than desktops to visit your site. Consumers often look for the most efficient way to buy a product or service; filling a form or adding items to a cart needs to be immediate and effortless. As a result, creating a page that has a responsive design is critical to ensure leads turn into conversions.

The question is, where in the GA dashboard do you create the segmentation filters? We’ve got you covered.

First, you need to go to the advanced segments menu located in the reporting area at the top left of the page. There you will see the advanced segment selection box.

 

When segmenting data for the purpose of A/B testing, it’s best to use behavioural data. This kind of data can provide better context as to how consumers behave on your page by providing engagement data for your pages. Below is a breakdown of groups that you can create that can provide more detailed insights to the various groups.

Customer Journey of Your Most Valuable

Traffic Source

This can vary in the customer journey, and knowing where your customers come from can be valuable information when assisting them throughout their journey.

-Social Media: Facebook, Instagram, Twitter, Pinterest etc.

-Google search engine,

-Display Advertising,

-Direct Traffic,

-Search Engine Marketing,

-Email and Newsletter.

Paid Search Visitor Type

This can generate massive potential value and help with your business analysis:

-Paid Traffic: Google, Bing, Facebook

-Organic Traffic: Google SEO

-Brand Name Keywords

-Keywords with specific keywords included

Type of Visits

-New visitor

-Returning

-Current client/customer or new client/customer

-Type of device used: mobile, desktop, iPad, type of browser

Location

Markets can be broken down into towns, cities, countries etc.

-local

-national

-global/international

A custom report is a great way to review this.

Content Viewed

-entrance or landing page

-service or product page

-e-commerce cart checkout completion

Landing Page

This data can be valuable, as it’ll help you determine how your website visitors behave. Customers can come to your landing pages with their own expectations as to what they’re looking to buy. The landing page group can pinpoint the point of entry for your customers to give you a clearer picture on where they are on their buyer journey. Information like bounce rate, pages per visit, and conversion rate can paint a picture as to how well your landing pages are performing.

Action Taken

-form filled out

-downloaded a pdf

-completed a checkout

Demographics

In setting up this advanced segment, you will have to create custom variables to capture customer data. They, therefore, would provide their age, gender, business type, business sector, business size, and business role.

To do so, you have to set up custom variables on GA via Google Cookie. These variables will trigger when customers fill out a form with their profile details and browsing information, as well as undergoing a search or making a purchase (product or service).

You should be aware that Google can penalize you for adding personal information to cookies without a consumer’s consent. This can include collecting email addresses, or unique visitor personal details.

Engagement

-Less < or greater >  than

The engagement group can be very handy if you are looking to test whether a page is performing well or not. The group can provide customizable data specific to your needs. For example, if you are looking to analyze how well the engagement on your website is, you can filter the data so that only metrics greater or less than what you want to analyze will appear.

Technology Platform

-mobile

-desktop

-browser and version

-screen resolution

You can set up the segments that allow you to compare behavioural traffic and website performance year over year or month over month. With a responsive design, you may find a difference in desktop popularity compared to the following year, an increase in the use of mobile to surf your website. The insight thus is valuable in allowing the business owner to focus on making sure the mobile version is conversion friendly.

So, there you go. Setting up GA will not only provide great insight into your web traffic it can assist in making the best and most accurate business decisions for you. Good luck and happy (advanced) segmenting!

For more information on how you can use Google Analytics to take your business to the next level, call TechWyse Internet Marketing at 866.208.3095 or contact us here.

The post How to Use Advanced Segments in Google Analytics appeared first on The TechWyse ‘Rise to the Top’ Internet Marketing Blog.