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Inside the industry and inside the agency

28 May 2010

Google Analytics is a wonderful thing. Firstly, it’s free. Secondly, it is a vastly powerful tool that can offer insights of ridiculous proportions (for free!).Thirdly, it’s free. However, day in day out we see this tool being under-used and quite often misunderstood.

Here at Wickedweb we want to offer a couple of insights into how you can learn more about your traffic:

1) Who is Visiting You?
Without being big brother, Analytics cannot tell you exactly who’s visiting you, but sometimes you can learn enough to identify potential customers, competitor activity and more. So how?
•    Access Analytics
•    Click the Visitors Tab on the left
•    Then click Network Properties and click Service Providers

Ok, you’re now faced with a list of Service Providers that on the whole means very little. However, occasionally there’ll be a named network that may just prove to be your next customer.

2) How did they Visit You?
You now know who’s visited, so it’s time to know how. Starting from the Service Providers page, click on the ‘Pivot’ button shown below.

Analytics Pivot Image

This now gives you the list of service providers pivoted against the different traffic sources (broken down by sites too). Now you know where a particular visit comes from. However, to know even more about this visit, especially from a marketing perspective, you can filter the information again to know the medium.

Analytics Medium

Was the visit organic or pay per click? If the visit converts, you now can attribute the conversion to a source or even a keyword.

20 May 2010



A "timely" extra post from me this month.

The latest social network to be making waves (with an explosion in popularity since it's launch in November 2009) is

The premise is simple - simpler than most sites. "Ask Me Anything"

To get the full benefit of the service, you need to register and follow your friends, however, even registered members have the option to ask their questions anonymously.

Whilst the service has raised a number of privacy issues, leading to a hypocriphal tale of a New York teenager who allegedly committed suicide as a result of anonymous cyber-bullying via the service, there is no real evidence that it is more or less succeptable to misuse than, say, Twitter.

At its most positive (and the reason for posting today) is its use in viral marketing. The much hyped "final ever" episode of BBC1's cops-in-a-timewarp drama "Ashes To Ashes" has seen an ingenious example of the service, not only used for good, but for engaging viewers and raising hype to fever pitch.

Users following "poshmouthytart" can ask questions directly to lead character DCI Alex Drake, or her colleague DI Chris Skelton "superskelton" (the characters are also on Twitter, along with @genehunt and @jimkeats).

"But... if the action takes place in 1983, how are the characters supposed to use Social Networks?"

Apparently, they're using a Telex Machine to communicate - have no clue they are in a TV series or that "we" are in 2010.

For example, asking "Alex":

"Surely you should know what happens as the last episode was filmed months ago."

...garners the reply:

"Last episode of what? I'm not in the television business, I'm a detective inspector. It's a bloody big difference."

If Ashes To Ashes is a "brand" then this campaign is the perfect example of Digital Brand Engagement. Imagine, for example, if your customers could ask you ANYTHING about your product. You, by return, can ask users what THEY think of your product, how they use it, any funny stories they have about it... pretty much anything. Because in order to really understand the client, and for them to understand you - asking the right questions is key.

As for Friday, who knows how it's going to end, but the excitement about the A2A brand has reached fever pitch because, in the 6 days of waiting, instead of asking yourself the questions, you can go straight from the stakeholders' mouths. So to speak.

If this sounds like something that would work for your brand, or you would like to know more, give us a call on 020 7183 4999.

Fire up the Quattro and ask us anything.



14 May 2010

Do I win an award for the first Cliff Richard reference in a blog post? Well? Do I?

Don't worry. It's not an article about Cliff Richard. It's about mobile phones.

Do you remember your first mobile phone? I do. I've still got it. It looked like Fig 1:

Mobile Phones

It made calls. It sent text messages (but you could only keep 10 at a time). It was the size of my current iPod, mobile and camera put together, had a black and white screen, and dangled the promise of "forthcoming fax and data" in the manual - but no instructions.

Fast forward 15 years. What do you look for in a mobile phone?

Internet Browsing?




E-Book reading?

Media Player?


Office Suite?

Games Console?

Flash Drive?


Of course for many, the zenith for this is the iPhone - a device that actually is less powerful than many others on the market, but to which champions of so-called Smartphones can owe much, having finally brought the potential of the 3G networks, which (if you'll recall) the operators spent, literally, billions of pounds on, in terms of licensing and infrastructure, to the masses in an easy to use way.

It was a heavy gamble - especially as the initial reponse to grainy Wikipedia entries like Fig 2 (c.2002) was "hmmm, it's a bit fiddly.... there's not much to see... how slow?... seems a bit pointless" and other such burbles suggesting that it was all going to take a long time to take off.

And of course, clunky is what it was. My first internet enabled phone, back in 2001, had WAP, which could only handle especially designed pages, in black and white, and at a measly 35.6k (!). As an aside, it also had a free mp3 player - a tiny, but seperate add on, that could handle a mighty 32mb (that's about 1 album).

My first true Smartphone was 2 years later - the HTC Canary - AKA the Orange SPV E100 (the "SPV" stood for "sounds, pictures, video"):


As you can see (Fig 3), it boasted a mighty 64mb of data and.... gasp.... a VGA camera that clipped on the bottom.

Looking back now, it seems ridiculous, but at the time, the zenith of technology. Wish I still had it!

And here's where we come to the crunch. It's 7 years later, and the way we use our phones dramatically. Just as engineers who had a little feature in early phones to allow them to update it had not a clue what they were unleashing (it's called SMS and 4.1 Trillion of them were sent in 2008), the 3G network, despite its slow start has lead us to a world where we're using our phones for e-mail, music, navigation, high quality digital photos, movies... in fact almost everything except phone calls.

So what's my point? Well there's kind of two of them. I'm sure you were afraid of that. The social one is simply this - the way we communicate has changed dramatically, and even though we're talking more, we're talking less, existing instead in a virtual space of MSN, Facebook and e-mail, from the middle of the city to a top of a mountain.

From a commercial point of view, ask yourself this... if all my potential customers, clients and contacts are using mobile internet - then why aren't I? With mobile versions of your websites, dedicated mobile social media networks like Foursquare, and apps that leverage huge website traffic to download them, there's a definite potential for ROI on your investment in mobile platforms. And with 4G and WiMax round the corner, making it all more accessible than ever before, then it's time to start thinking about your presence on the mobile web.

If you want any information on leveraging mobile technology on iPhone, Android, Symbian, Blackberry or WinMo platforms... give us a call - 020 7183 4999

12 May 2010

Check out Uniqlo's online tool using either your own Tweets or a specifc keyword that creates a short movie that pulls through your latest updates.

We think the music is quite catchy too! Altogether now ... 'u' ... 't'



6 May 2010

May 1st marked the start of our exciting new sporting challenge.  In a bid to get fit and tone up, a group of us have set out to swim the 22-mile cross-channel distance between Dover and Calais!

Fortunately however, no goose fat is required!  We'll be swimming the distance in our local pool, covering a total of 1416 lengths each in just 12 weeks.  Stuart, Kalli, Chris and I will be waving goodbye to our dignity as we don our speedos and goggles.  We'll be supporting each other on the outside, but are really in competition to be the first to cross the line.  Meanwhile, Denis will be attempting to show us all up, swimming to France and back in the same time!

You can keep track of our progress by checking our blog for updates, and watch out for our channel map showing the distance we've covered and who's taken the lead.

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