Almost astounding. We informally polled 100+ senior execs (encompassingCEO, CMO EVP Sales; EVP/IR; and EVP Communications) and 65% of them told us that "really didn't know" the data points with regard to their company's online strategy
Little things (not); like: search and visitor metrics with respect to their company's corporate website, or their on sales site.
i. most visited day(s) of the week
ii. most visited hours on each day
iii. the daily/hourly frequency of online searches i.e specific phrases, or words.
iv. most popular key words that drive traffic to their site(s).
Without knowing the above (and other) data points, how can you justify your online ad spending and related "sales/marketing/awareness" campaign strategies?
Without this data, how can you know that your sales people are actually missing critical sales opportunities?
Without this data, how can you have a true grasp and understanding of who your customers are?
Basic stuff, right? 65% couldn't answer the questions. This is the exactly the wrong time not to be able to answer those questions.
No comments:
Post a Comment