 Wysłany: Pią 10:02, 24 Sty 2014 Temat postu: |
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| The Future of Web Analytics Consulting
We recently had a Hajjlike gathering of all Semphonic consultants at the headquarters in California, to plan generally for 2008 and discuss web analytics more broadly. One topic that came up was the question: Will Web Analytics still exist as a separate discipline in a few years' time? It was an offhand remark during lunch, but left me pondering some basic identity issues about Web Analytics as a separate consulting discipline. The argument goes like this: companies will eventually realize that online business success is not just complimentary to, or an interesting side of, overall business success, but is actually the same thing. This means that a traditional Web Analytics consulting company will no longer be justified in coming in and optimizing the web channel, but must necessarily focus also on all facets of a given business, both online and offline. Take advertising effectiveness, for example. Traditional web analysts can analyze the quality of leads coming from all online media banners, PPC,air max hommes, emails, etc. But increasingly, I've seen offline media work its way into the picture: vanity URL's tied to TV, Direct Mail, or other Print media; call center integration with distinct phone numbers or robust visitor sourcing; online activity correlated with offline spending behavior matched through credit card or telephone numbers; more nebulous but certainly valid concepts like "brand equity" associated with website interaction and compared to offline advertising. Where once online costperconversion was the baseline KPI for advertising effectiveness, we now have "lifetime visitor value" or "lifetime user margin", encompassing all online and offline customer value. "We propose to analyze and optimize your website" may well give way to "We propose to analyze your business," in this way of thinking. Such an expansion is exciting, but also dangerous. There already are numerous consultancies who claim to look at all facets of a business and provide comprehensive consulting around this. These are the Accentures and McKinseys of the world, with vast resources, histories, relationships, and branding, against which any Web Analytics consultancy would stand little chance. Web Analytics consultants have thrived in the last few years largely because such companies do not have the expertise to analyze or integrate web data into the "big picture", and because the online channel has always seemed independent and distinct, with its own "peculiar" issues and challenges, and managed by separate teams within an organization. But if the online business success starts to be treated (as it should be) as consubstantial with general business success, these consulting directions may start to converge. Along this train of thought, Web Analytics consultants will either be bought up by the big consulting agencies, or will have to diversify or partner in order to tackle the nonweb aspects of business success. I don't think this has to be the case. Web Analytics can continue to be its own discipline and field of expertise as long as the online channel remains at the core of the consulting engagement. A Web Analyst can be happy to analyze callcenter data, but only in the context of callcenter savings because the same visitors use the website instead of the telephone. Offline conversions are interesting in so far as the same people can be identified as also visiting the website, or were sourced online originally. By not keeping the online channel as the focus of analysis or consulting, Web Analysts run the risk of losing their identity. In my view, Web Analytics consulting has a future as long as it remains true to its core: the online presence of a company and how it contributes to business success. |
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| Wysłany: Pią 6:49, 24 Sty 2014 Temat postu: |
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| Wysłany: Nie 6:52, 12 Sty 2014 Temat postu: Anna Wintour |
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| Anna Wintour
India's status as a burgeoning style capital was sealed last year when Cond Nast launched Indian Vogue, with 33yearold Priya Tanna as its editorTanna, who despite her youth is already an alumna of the Times of India and has launched several newspapers and supplements, sees it as her role to guide her 50,000 readers through the myriad luxury brands that are clamouring to set up camp in India. Since 1991, when India's government relaxed its grip on the country's industries, its economy has been expanding at a rate of eight per cent a year, making it the world's secondfastestgrowing major economy. With this financial boom has come a new generation of women keen to channel their surging spending power into Louis Vuitton bags and Jimmy Choo shoes. 'We decode the best of fashion from all over the world for our reader,' says Tanna, from her Mumbai office. 'Though she has the money and power and the guiltfree consumption, we are educating her about fashion she is still evolving.' For the inaugural issue of Indian Vogue, Patrick Demarchelier photographed the model Gemma Ward against a backdrop of Bollywood film sets, and a feature charted how labels from Christian Dior to Gucci have been inspired by India's traditional women's trouser, the churi. 'We needed to establish that we have the connections to draw in the best of fashion,' says Tanna. In turn, the denizens of the old fashion world are keen to access Tanna's insight into Indian women's changing tastes not surprising, considering the luxury market in India is estimated to be worth about 2.3 billion (according to a 2007 survey by the management consultants AT Kearney). Giorgio Armani attended a party thrown for the magazine's launch and Gucci's creative director, Frida Giannini, hosted a dinner in Milan in Tanna's honour. 'You do become a soundingboard to the design industry for what Indian women are seeking,' says Tanna. 'That's a big responsibility, to help them understand who the Indian woman is and what she really wants.' According to Tanna, that means women mixing pieces from Mumbai and New Delhi's clutch of designer stores including Chanel, Gucci, Christian Dior and Versace with shimmering Indian gold jewellery, and adding a flash of colour with a fuchsia or parrotgreen stole. Tanna is also at pains to shed light on the fact that Indian women's wardrobes aren't limited to a sari. 'People think that we shy away from dresses, but Indian women are beginning to show some good leg,' she says with a laugh. Chinese designer fashion may carry with it connotations of giant logos and counterfeit handbags, but Sarah Rutson, the fashion director of Lane Crawford, the Far East group of designer emporiums, aims to take her Chinese customers down a more subtle route. When its Beijing branch opened in October with a party attended by designers such as Christian Louboutin Rutson saw to it that niche labels such as the American designer Rick Owens and Acne Jeans from Sweden were given as much of a push as more established brands. 'We're not going to treat the mainland Chinese like a poor cousin,' she says. Rutson (who prefers not to reveal her age) is a Brit who's lived in Hong Kong for the past 15 years, and has been a noticeable figure on the fashion circuit in her uniform of Lanvin and Azzedine Alaa dresses and skyhigh Louboutin heels buying for Lane Crawford's four Hong Kong stores. But she says that the purchasing power of mainland China's new elite (according to a survey by the management consultants Bain Company, China already buys 12 per cent of the world's luxury goods, and that figure is set to grow) has opened her eyes to the more voracious consumer. 'For our customers in Hong Kong the process of shopping is a slow one, it's an emotional thing. But in mainland China a customer will go straight in and pay in cash for a 3,000 dress in under eight minutes.' While China is still a nominally socialist state, over the past three decades its government has allowed foreign investment and privately owned businesses to flourish, and it's now on track to become the world's thirdlargest economy this year. Rutson says that her Beijing customers' tastes can run from Alexander McQueen dresses through pieces from Dries van Noten to House of Holland slogan Tshirts from London, of which she says the store sells 'hundreds and hundreds'. Her eyecatching initiatives in Lane Crawford's sleek Beijing shop such as installing an Alexander McQueen couture gown in the lobby, and beaming coverage of Paris and Milan shows on to giant screens have made Rutson something of a celebrity. 'I get jumped on in the store and on the street,' she admits. Her influence on the Beijing fashion scene also extends beyond Lane Crawford. Last year she placed a promising young Chinese designer with Givenchy's haute couture atelier in Paris. 'The world is opening up to the Chinese they're travelling more, they have more access to the internet, they're buying international magazines. Our customer is so switched on,' says Rutson. 'I've been in retail for 25 years, and I've never experienced such a consumer hunger or necessity to buy.' Evelina Khromtchenko, 36, the diminutive blonde who edits the edgy Russian fashion magazine L'Officiel, has been a vocal ambassador for Russia's emergence from the fashion wilderness since the magazine's launch in 1997. Thanks to a more stable political system and a demand for the country's oil, gas and coal, Russians' spending power has soared in tandem with the country's growing economy. And, unlike the region's luxury consumers in the early 1990s, who were stereotyped as brash arrivistes on the hunt for the gaudiest of designer trinkets, the new breed of fashion lover has moved on, says Khromtchenko. 'Russians don't pay with packs of cash tied with elastic any more. Very quickly they've found out what the crme de la crme is in the world of luxury. They don't buy less, but now they buy wisely.' As the threat of an end to cheap credit curbs spending in the West, designer brands are moving into Russia and neighbouring countries such as Azerbaijan and Kazakhstan. Ralph Lauren opened an 8,000sq ft flagship store in Moscow in May last year, Alexander McQueen launched there in September and even the ultraminimal Jil Sander has recently set up shop on Red Square. L'Officiel's boundarypushing editorial policy reflects this more nuanced sense of fashion. The magazine is known for featuring Russian designers such as Denis Simachev and Vyacheslav Zaitsev shot by emerging Russian photographers alongside Chanel and Dior. Khromtchenko also sees to it that the standard of writing matches up to the challenging images. 'In Russia every street cleaner reads War and Peace Tolstoy is a part of the school programme,' she says. 'In terms of reading, Russians have always had the highest demands.' Khromtchenko is just as exacting of herself; as well as editing the magazine, she hosts a 45minute talk show called Fashion Verdict on Russia's Channel 1 every morning, and even found time to provide the voice for Meryl Streep's character Miranda Priestly in the Russiandubbed version of The Devil Wears Prada. She says this entrepreneurial spirit is filtering through to her readers. 'Girls are taught that the main thing is not to meet a tycoon, but to get a good education, to earn money using their heads. And to spend it using their heads.' When Sheikh Majed AlSabah speaks the fashion world listens. The 35yearold is the founder of the Villa Moda network of luxury designer shops, which began with a boutique in Kuwait in 1992 and now has branches in Qatar and Syria. During the past 16 years he has convinced labels such as Prada and Missoni to make kaftans especially for his customers and persuaded Gucci and Dolce Gabbana both known for their skinbaring designs to alter eveningwear to include longerlength dresses and to add sleeves to strapless tops. Now AlSabah who this year opens two stores in Dubai and one in Bahrain is observing the influence of the Middle East on designers' mainline collections. 'Women who cover their heads were very happy with Prada developing the turban,' he says from his office in Kuwait, referring to the knotted, jeweltoned silk turbans that Miuccia Prada sent out for Prada's spring/summer 2007 collection. Since AlSabah,[url=http://nikefree.mobilejeti.com]nike free[/url], who's part of the Kuwaiti royal family, first launched the store in a modernist glass building next to the Dasman Palace in Kuwait City (it has now relocated to a larger space in the port), he says he's been fighting luxury brands' perceptions of fashion in the Middle East. 'How many Hollywood films have you seen that present our women in the best shape?' he asks. 'They always look at it like we're a bunch of guys from the desert, like we still have our camels and our oil, and our women are covered in black from head to toe.' In fact, he says, Middle Eastern women are just as eager to embrace fashion as their Western counterparts and have the means to do so. 'The countries in this region have very wealthy governments, and they distribute this wealth to the people. There's no income tax, no duties, so there is a surplus of disposable cash in the people's pockets.' While political relations between America and the Middle East might sometimes be strained, this doesn't extend to fashion. 'Some of our best selling brands are Juicy Couture, Seven Jeans, all these brands from LA,' says AlSabah. 'Our customers want to buy fashion; they don't think about politics.' Whatever brand customers choose, a relentlessly glamorous aesthetic reigns in the region. 'There is no way a Middle Eastern woman will walk out of the door without having perfect hair, perfect makeup, perfect nails,' says AlSabah. 'Unlike the grungy woman in the Western world, this is something in the DNA of the Middle Eastern woman.' Eliana Tranchesi's So Paulo shop, Daslu, is a world away from the country's reputation for laidback beach culture. The 210,000sq ft shopping mecca, the entrance to which is flanked by imposing Doric columns, stands near to So Paulo's favelas, a stark illustration of the country's wealth divide. Brazil is the most important fashion market in South America. 'What exists here is a community of highly educated, powerful, cosmopolitan and very rich people concentrated in So Paulo and Rio who are the engines of the luxury market in Brazil,' says the fittingly tanned and blonde Tranchesi. Daslu is Chanel's only location in Brazil and it's said to have one of the label's highest sales figures worldwide. Prada, Christian Dior, Valentino and Calvin Klein all have concessions within the store. Tom Ford also plans to open up there, while the cosmetics brand Mac even created a lipstick named Daslu Pink. The shop was opened in 1958 by Tranchesi's mother, Lucia Piva de Albuquerque, to sell clothing and accessories to her friends, with profits going to charity. Tranchesi took over the business in 1984 and has since weathered Brazil's wild currency fluctuations and periods of political turmoil. She also gives her bit back alongside a champagne bar, sushi restaurant, helipad (So Paulo boasts the largest private helicopter fleet in the world) and estate agency is a school for her employees' children. Tranchesi has worked since the 1980s to convince international designers of the importance of Daslu's Brazilian customer, by visibly demonstrating her own style savvy. 'Every time I travelled to Europe with my team of buyers, the professionals of these brands always noticed the outfits we were wearing,' she says. 'The first Chanel jackets worn with jeans were seen on Daslu girls,' or the Dasluzettes, as they are known. The store's ownbrand clothing collection sells internationally and its embellished tunics and cocktail dresses are changing the perception of Brazilian style as a strictly beachy look. 'We make it a point to display in our showrooms not only Daslu clothes,' says Tranchesi, 'but the Daslu way of life, our Daslu spirit.' |
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