In--house In -house Management versus Management Outsourced
Module III
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5 Pros and Cons Pros: 1. Specialized - you can get the best 2. Personal attention from a senior practitioner 3. Each campaign treated uniquely 4. Holistic view - consultant is intimately aware of all aspects of the campaign 5. Relationship - it¶s easier to form a long term relationship with the owner/operator than an account rep that may change jobs
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Why aInSense Skepticism and Unease order to print thisof document from Scribd, you'll first need to download it.
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5 Pros and Cons Pros: 1. Specialized - you can get the best 2. Personal attention from a senior practitioner 3. Each campaign treated uniquely 4. Holistic view - consultant is intimately aware of all aspects of the campaign 5. Relationship - it¶s easier to form a long term relationship with the owner/operator than an account rep that may change jobs
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Cons:
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Specialized - yet another vendor vendo r to manage Has to wear many hats (eat what w hat they kill) Physical limitations limitations on number n umber of clients that can ca n be serviced Can be more expensive per hour Limited in the number of things that can be done well
Cost versus Value of Advice: What can big Print document companies do today? Organize. Hire an in house In order to print this document from Scribd, you'll search specialist or project manager, who should be first need to download it. a strong communicator along with a strong Cancel
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understanding of SEO
Establish an internal team may include Person from technology Marketing Editorial/content production Product development Strategic planning Sales
Then analyze the data and the roles,- the goal is to not become beholden consultants. Lastly, educate,
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When
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For a core competency outside your department. If you do not have the time and resources, a ³buy in from the top,´ it is not worth the time to bring in a consultant or imbedded There has to be a strong commitment from leadership to perform.
There
are 3 options that should be considered to be the best model for the company. Print document
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³All outsourced´ (what most people do) ³Hybrid,´ and ³all in house.´ People have started to think along the lines of ³I can build a great team for the $2 million that I am spending on Project Management This is a growing problem for agencies that need to provide value Another question to consider: ³is the current model working?´
What
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is the culture? Will vendors fit in, and how order to print this document from Scribd, you'll are they Infirst managed? need to download it.For the execution, ask ³what is the labor resource required? What are Download And Print customized Cancel tools«do we ³need something custom?´ For cost efficiency, What is the total cost of each program? What are the barriers to implementation and what will the costs be to overcome them? In measuring/predicting time and success,, he feels that in the end some form of hybrid marketing will rule. You can do well completely in house, especially for the low-hanging fruit
Then
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there are more advanced things that may In order to print this document from Scribd, you'll require help such first need to downloadas it. architectural issues and more advanced coding problems. Cancel Download And Print So, if you are going with completely in house: spend time at conferences, understand you market share. What are you getting versus what your competitors are getting. Completely outsourced: It is nice to have someone to assign the work to, but you still need to remain educated, in order to not go in the wrong directions. Remember that you will also have to guide the consultant, especially for keyword selection and copywriting, as well as link building.
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The larger the company the more complex In order to print this document from Scribd, you'll the politics, first need tousually. download it.
What
are theCancel questions out before hiring Downloadto Andfigure Print someone? ³What is the staff t- client ratio?´ ³What is the employee turnover rate?´ ³What is the level of customization?´ What is the standard deliverable, and what will cost extra? How does process, training, and on boarding work? Lastly: Meet your team. At the end of the day it is about the people who are working with your business.
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data. It may take longer to become comfortable with sharing sensitive data,Download but when you can, it will And Print improve performance. Invest in learning, and plan for long term gains. Reward success structure something in the contract to give agency extra based on performance. Push for innovation and exceptional results. In order to print this document from Scribd, you'll first need to download it. Cancel
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Summary of the pros and cons of being in-house: In order to print this document from Scribd, you'll first need to download it.
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Pros: Strong connection to the product / service offering and in depth understanding of the industry and top competitors. Concentrated focus on servicing just one client instead of balancing the needs of multiple clients. It may be less expensive to maintain internal resources, depending on the size and experience of the team. Timely and complete access to forecasts, sales data, inventory, etc. Better integration and coordination with other internal departments, including: marketing, merchandising, IT, and finance.
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Cons to being in house:
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Many of the best consultants are extremely competitive individuals, yet internal positions do Cancel Download And Print not usually foster this competitive spirit. There is often a sense of boredom and eventual lack of motivation that comes with continually working on the same site as opposed to new challenges and opportunities. As part of a small internal team there is often a lack of informal learning opportunities which inhibits professional growth and the ability to deliver in a rapidly changing environment. With a single in house resource, you will be constrained to a single set of strategies, as opposed to best of breed solutions that result from an inte rated team a roach.
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Professionals are rarely equally trained or In order to print this document from Scribd, you'll first need to download it. experienced in both organic optimization and paid search marketing Cancel Download And Print
You may be sacrificing by relying on one resource or investing in a larger team. It is often difficult to drive organizational change from within.
External resources are needed to justify priorities, directional change, and budgets.
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At the moment across the ecosystem there does not seem to be a single model that is totally dominant. We have Download And Print some web analytics teams in companies that are all in-house. We have a whole bunch that are sort of a hybrid, some work done in-house but most of the work done by individual outside Consultants or via one of the larger web analytics consulting Companies. There are fewer completely out-sourced models for some reason. In order to print this document from Scribd, you'll first need to download it. Cancel
So
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here is a framework to think through stage In order to print this document from Scribd, you'll of the journey and some characteristics of eac first need to download it. stage. Cancel
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Printtage document S
One: Birth What does it look like?
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have nothing, no web analytics implementation or a really new one. You are just getting started but have some support from management. What do you need? 1) Web analytics tools implementation. 2) Show promise from data and convert the masses.
What
is your role? Print document 1) Find the most senior person who owns your company policies and Download And Print assign them the accountability for deliverables. 2) Dont expect perfection and dont pick the most expensive tool and dont pay the consultant lots and lots of money upfront (youll do that later). 3) Ask to speak to a client that the consultant has recently lost.
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What
Print document is the consultants expected role? 1) Talk to the client owner a lot and some data consumers. Download And Print 2) Help you find and implement the best fit first tool fast. (Suggested vendor selection process.) 3) Teach you not to make mistakes all their other clients make. 4) Do lots of training sessions and dog and pony shows around your company (makes you look good and shows promise of whats possible).
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should you be careful about? order to print this document from Scribd, you'll Most ofInfirstwhat willit.be done in this stage will be need to download thrown away later, and it is ok. Make sure Download And Print you set thatCancel expectation with your internal company customers / partners. As your first phase targets choose people who have data affinity and your friends (so theyll stick with you through the birthing pains), most definitely dont over-stretch and give 500 people login accounts to your new web analytics application. What do you pay consultants? Small dollars, more frequently.
What
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Stage Two: Toddler to Early Teens In order to print this document from Scribd, you'll first need to download it. Cancel
does it look like? You have won over a few converts, the consultants are pumping in reports that people are using and you are drowning in questions, some people have started to complain about the fact that they dont know what action to take, the VP of Marketing is wondering why we keep changing the site but the analytics tool is not telling them why conversion rate is tanking.
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do you need? In order to print this document from Scribd, you'll first need to hiring download it. a Web Analyst to be the 1) Consider in-house resident expert, someone wholl Cancel Download And Print collect tribal knowledge and be on the beck and call of the VP. 2) Customized solutions for your business (because you have realized you are unique and standardized KPIs from books dont apply to you). 3) You will find lots of data is missing and the tags are not right so you will need a massive effort to update your tags and collect new data (say site structure, site outcome details, new cookies/ parameters, campaign meta data etc).
What
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What
isPrint your role? document 1) Help fill the Analyst position as soon as you can (look for acumen, curiosity Download And Print and simple web smarts). 2) Have the consultant spend a lot of time on the problem talking to the people who run your businesses. 3) Find out what the financial goals are for the project or problem, look for benchmarks, find out how the success of others channels is being measured .
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What
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is the consultants expected role? 1) Really understand your business Download And Print and your business success criteria and bring their business acumen to the table (vs. tool expertise in Stage 1). 2) Create those aforementioned customized solutions that incorporate core financial or other goals for key metrics to show real success. In order to print this document from Scribd, you'll first need to download it. Cancel
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3) Help you put standards in place to capture meta-data that you need to do Download And Print data round optimal analysis (meta campaigns, products, website customers etc). The consultant has to help you nail all the data problems (either missing data or bad data) in this stage. 4) Teach you how to do reporting for yourself. In order to print this document from Scribd, you'll first need to download it. Cancel
should you be careful about? In order to print this document from Scribd, you'll first need to download it. This is a very painful stage for you, the client. There is more data than you can Cancel Download And Print digest and yet it means little. Be patient, practice zen. You very deliberately want to bring reporting in-house now mostly because it will be cheaper for you to do (and a great way to train your Analyst) and you really want to focus the consultant on doing true and powerful analysis (and teaching you that as you move from toddler to a teen). What do you pay consultants? Medium sized dollars, less frequently.
What
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Print document Stage Three:
The Wild Youth like? What does it look
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Problems and analysis rule the roost. Your conversion rate (or Problem Resolution Rate for support sites) has doubled from 1% to 2%. Your decision makers have realized that Path Analysis is a waste of time. You have extracted all you can from your data Analytics tool.
What
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do you need? 1) Experimentation and Testing Download And Print expertise, to realize you are wrong about what your customers want. 2) You need to start moving into collecting Qualitative data (for example surveys). 3) Help creating a strategy that would integrate all the new pieces of data you will capture. In order to print this document from Scribd, you'll first need to download it. Cancel
What
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is your role? 1) Expand your team in the company to And Print involved on get other brightDownload people problem and solution analysis. 2) Identify decision makers who get Customer Centric Decision Making and cozy up to them (youll need their sponsorship / air cover / money). In order to print this document from Scribd, you'll first need to download it. Cancel
What
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is the consultants expected role? 1) Bring tools and expertise to the table Download Andyou Print for these new things know nothing about. 2) Knowledge transfer (because soon the general ideas wont bear huge fruits and youll have to bring business expertise to the table) and implementing best practices. In order to print this document from Scribd, you'll first need to download it. Cancel
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3) Help you integrate your various data to print this document from Scribd, you'll sourcesInfirstorder so that you can do analysis for need to download it. survey responses or figure our multi-channel Cancel experiments/tests. Download And Print impact of your What should you be careful about? Start with modest goals and dont underestimate the immense resistance youll get from your company culture. It is very hard for companies to truly have a customer centric mindset and at very step you should be prepared to massage egos and re-frame things so that they let you bring customer voice to the table and not just kill it because of their opinions.
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Create case studies when you do a great test or find out a huge nugget of information viaDownload the And Research work.(it Print will pay you back big). What do you pay consultants?
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Big
sized dollars, a bit initially and then only periodically.
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Stage
Four: Maturity
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does it look like? You have truly implemented something akin to the Trinity. You dont have enough people to do the analysis work.
do you need? In order to print this document from Scribd, you'll need to download it. 1) New firstand different ways to capture data. 2) More people. Cancel Download And Print 3) Create self sustaining processes that feed active decision making. 4) Maybe another challenge! : ) What is your role? 1) Chief Cheerleader. 2) Find the right talent. 3) Find Insights from Six Sigma and Process Excellence (books maybe). 4) Truly consultants who really dont do much work except come talk to you and give you ideas.
What
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In order to print this document from Scribd, you'll is the consultants expected role? first need to download it. 1) For the new technologies you are trying Cancel Download And Print you will need help in understanding them and instrumenting new ways of capturing data. 2) Bring truly radical outside perspectives (that a select few consultants in the world have) that will both energize you but also help influence strategy (vs. KPIs or page design).
What
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should you be careful In order to print this document from Scribd, you'llabout? first need to download it. You are going to be in very rarefied air, Cancel Download And Print make sure your organization has the appetite for risk and they back you. You will make more mistakes here (but you will also win big), be prepared for it and make sure that that is ok. Ensure that you dont go so process crazy that people have meetings and do graphs just for the sake of process meetings (this happens all the time). Your personal job is to motivate your team (analytics/research/web/whatever) and keep the organization on the right track time and people evolve.
What
What
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do you pay consultants? Huge sized dollars, infrequently. Download And Print Its that simple. There are many great consultants / consulting companies.Some of them have different sizes and specialties but they all know what they are doing In order to print this document from Scribd, you'll first need to download it. Cancel
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Future trends In order to print this document from Scribd, you'll first need to download it.
The numbers of both in-house and agency will decline; this drop will be Cancel Download And Print partially countered by growth in selfemployed consultants. An interesting uptick in the number of those "not employed" in Induvidual advisers(IA¶s). Considering how this number had steadily declined, this is somewhat surprising, but many respondents indicated that they'd move into management, broader work, or new activities altogether. This is supported by predictions in what portion of our jobs will be dedicated to IA in the future. IA ain't the end-all-be all y
