Daniel Robertson: Freelance Data Analytics Specialist
The current crisis is tough on everyone. I recognise that even in the good times, charities, non-profits, and NGOs can struggle to fund, deliver, and justify their essential work.
We’ve all suffered losses in business, funding, and activity (not to mention the terrible human toll of Covid-19), so I’ve decided to offer some pro bono consultancy to any charities large or small who would like to explore the potential of data analytics.
“It lives, Igor!” Or so I wanted to shout out across the cafe as I was sitting working on my laptop. Probably best that I didn’t.
After months of architecture documents and repeating the phrase “from an analytics point of view…” as part of a website rebuild, it was time to put my process to the test.
Rome wasn’t built in a day. That’s as true if you are talking about an historic city, a megalithic software project, or a web analytics implementation.
Brand. The word oddly conjures up a cold feeling; sending shivers down the spines of communications professionals in many organisations. That is, if it doesn’t remind you of a mediocre comedian-cum-revolutionary.
“Brand police”. Being “on brand”. These phrases that we all use stifle creativity and remove freedom, sucking the life out of something which should be vibrant, exhilirating, or even comforting.
Over the last few years, I have specialised in what can loosely be called “website optimisation”. Across the online industry, this might variously be known as “conversion rate optimisation” (CRO), “revenue optimisation”, or more specifically “multivariate testing” or even “web analytics”.
