Category Archives: Analytics

COVID-19 Changed B2B Buying Forever

COVID-19 impacted nearly every aspect of everyday life. The B2B landscape was not immune to those changes – buyer expectations, preferences, and behaviors rapidly shifted, bucking “business as usual” for good.

The pandemic ushered in digital adoption in a massive way. The shift may have started as a crisis response, but it has transformed into the next normal, with implications for how buyers and sellers will continue to do business in 2021 and beyond. Buyers and buying cycles have changed, and there’s no going back.

We’re sharing how both B2B buyers and traditional buying cycles changed as a result of the pandemic, and how you can adapt your business to thrive in the new normal.

COVID-19 Increases B2B Online Buying

The lines between B2B and B2C continue to blur, and buyers expect the buying journey to mimic the consumer experience, offering the same online buying options. McKinsey found that 70-80% of B2B decision makers prefer digital self-service and remote sales rep interactions, due to safety precautions, ease of scheduling, travel cost savings, and a faster buyer experience.

More and more, B2B buyers were adopting self-service options in recent years, but they’ve often been limited to reordering products or making smaller purchases. Failing to expand beyond these options is a missed opportunity – 70% of buyers are now willing to independently purchase new items online in excess of $50,000, and 27% of buyers are comfortable purchasing in excess of half a million dollars.

We don’t expect buyers’ preference for convenient self-service tools to go away. In fact, 90% of B2B buyers reported that they expect the remote and digital buying model to stay for the long haul, and three out of four believe the new standard is as or more effective than the old model.

To meet this demand, a strong e-commerce presence and digital strategy is critical.

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Free Webinar: How to Thrive in 2021’s Digital-First Sales Environment

Can’t join us for the live webinar? Register anyway, and we’ll email you the recording and resources after the webinar.

CCPA: Understanding California’s New Privacy Law

California Consumer Privacy Act (CCPA)

You’ve probably heard of the European Union’s General Data Protection Regulation (GDPR), but what is the CCPA?

The California Consumer Privacy Act (CCPA) took effect January 1, and although it’s a state law, it holds companies around the world accountable for the customer data they collect. New year, new privacy regulations.

Here’s a quick look at the new law, who must comply, and how to ensure your business is compliant.

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3 Steps to Become More Data-Driven in 2020

Data is the foundation of every modern business, technology, marketing campaign, and sales initiative. Your data (and how you use it) is a critical distinction between you and your competition.

At Whereoware, we’re obsessed with all things data. Data drives everything we do—from our Creative team using data to track user experience, to our client marketing team analyzing performance data to optimize every campaign, to our Customer Insights (CI) team (who are all.data.all.the.time) creating sophisticated business intelligence dashboards and predictive models. Before saying go, we look to data to validate our strategy and guide our execution, and then measure activity and results along the way.  

If there’s one thing to commit to in 2020, it’s becoming a data-driven company. Leaders across industries share this goal. A survey from CMO Council and Deloitte found, “more than half (56%) of growth CMOs prioritize data and intelligence analysis as the top skill to help them evolve their growth agenda.”

Depending on your organization’s current comfort level, this might mean undertaking a few specific projects to elevate your data game; connecting your systems to breaks down silos; or starting from the ground up to set a reliable data foundation.

Whether you’re just getting started or doubling down on your data pledge, follow our three steps to becoming a more data-driven company in 2020.

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Webinar Recap: Google Analytics 101

Thank you to all who joined us for our webinar, Google Analytics 101.

In our 20-minute webinar, we covered actionable tips on using Google Analytics to effectively analyze your business data.

Watch the webinar recording to learn must-know terminology, best practices for maximizing your data, and easy-to-use reports for harnessing the insights you need to better to measure your marketing and website success.

Need some hands-on help? Set up a free 30-minute consultation with a data expert on our Customer Insights team. Limited time offer expires on September 25.

Below, you’ll find the webinar recording, slides, and checklist.

Watch the Webinar Recording:

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Combine Data in Domo for Deeper Strategic Insights

Today’s data-driven marketers struggle to track and measure campaigns spanning a variety of disparate channels, technologies, and audiences. Reporting is time consuming and overwhelming, especially when you manually pull reports from each tool and cobble the insights together. Luckily, a business intelligence (BI) tool, like Domo, is a lifesaver for the time constrained, data-driven marketer.

BI tools turn huge swaths of data into simple visualizations (called “cards” in Domo) to cut through the clutter and reveal the big picture. By letting us connect disparate data sources into a single system, we can layer and analyze complex data instantaneously, without the typical headaches associated with manually pulling reports (and pulling our hair out).

Today, we’ll highlight a few Domo cards demonstrating how combining data sources in a BI tool offers deeper, actionable insights to improve your marketing strategy and business.

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Automate Manual Tasks to Take Back Your Day

Ever feel like Stretch Armstrong – pulled in too many directions?

To Do List

If you’re like most sales, e-commerce, and marketing teams, you face an overwhelming daily task list that leaves too little time for the fun stuff – analyzing results, optimizing performance, and strategizing your next big sale or campaign.

We’re lucky to have more opportunities than ever to engage our omni channel customers. Accenture reported that multi-channel customers (visiting a combination of our website, social networks, sales reps, and in-store) are 15% more profitable than digital-only customers and 25% more profitable than human-only experiences. The opportunity is huge, but means we’re creating more campaigns, analyzing more data, and ultimately, juggling more balls.

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Analytics tip – 3 metrics to benchmark holiday success

B2B vendors are already in the holiday marketing swing to help their retailers fulfill inventory, while B2C brands are brainstorming and executing holiday campaign strategy for their stores, websites, emails, and more.

Everyone wants a piece of that huge holiday pie. Last year, holiday sales during November and December increased 5.5% over 2016 to $691.9 billion.

A smart digital strategy is step one to getting a big, fat piece of that seasonal spending. Of course, the best way to map out a winning digital strategy is to first look back at what worked last year.

To get started, we’ve outlined 3 Google Analytics metrics to benchmark from last season to help you develop this year’s marketing plan.

Conversions + most popular shopping days

First, identify the days your website saw the highest conversions last year.
To benchmark high-level conversion numbers from last season in Google Analytics, navigate to Conversions > Ecommerce > Overview.

The Overview graph at the top of the page displays the E-commerce Conversion Rate by default, but can be modified by clicking the dropdown. You can click “Select a Metric to add additional metrics, like Average Order Value, Quantity, Revenue, Transactions, and Unique Purchases. We selected Revenue and E-commerce Conversion Rate.


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New Google Ad Suite Branding

In June, Google announced changes to their Google Ad suite branding, effective July 2018.

To streamline the user experience across both small- and enterprise-level businesses, and simplify their brands, Google consolidated their current offerings into three new ad brands. The new ad suite includes: Google Marketing Platform, Google Ad Manager, and Google Ads.

Let’s quickly review each.
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Business Intelligence vs. Predictive Analytics

This month, we welcome a guest blog post from our Business Analyst, Bryan Sauka.

BryaBryan manages Whereoware’s business intelligence tools, develops predictive models, analyzes data, and identifies trends to help Whereoware clients make data-driven decisions.

If last year’s buzzword “big data” is about capturing and understanding data, intelligence is about achieving big-picture insights and making data actionable.

Today, we’re breaking down business intelligence (BI) and predictive analytics to help you understand how each can impact your business.

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