Kaoru Ishikawa was a Japanese University professor and proponent of quality management practices in industry culminating in the publishing of the Ishikawa diagram in his books of the 1980s. If you look at the example that’s used in the Wikipedia entry for Ishikawa diagrams you can see why they’re called Fishbone diagrams. You may have heard of them as Ishikawa or Fishbone diagrams too. Applying cause-and-effect diagrams for marketing analysisĪ technique that I have used for a while to help in my analysis of digital marketing for businesses are cause-and-effect diagrams. help-me-choose and comparison tables) and different merchandising toolkits such as product customisation and offer personalisation, real estate optimisation and message balancing. reviews and ratings, product videos) major site path changes decision-support tools (e.g. Similarly, I’ve also heard Angus Cormie, EMEA Online Marketing Director at Dell describe how Dell divide their key performance drivers into Tactical on-page levers of messaging and usability and Strategic online levers such as merchandising (e.g. For example, I’ve head Karl Blanks of Conversion Rate Experts, talks about how conversion rate optimisation for Ecommerce sites can suffer from “ meek tweaking” where optimisation is limited to template features or copy as part of CRO, rather than pulling the more significant levers of value proposition or customer journeys on the site. How should we define these? There is a natural tendency for us to focus on the “low hanging fruit” or efficiency factors whereas (see my post defining Efficiency vs Effectiveness) whereas it’s often the more challenging Effectiveness factors that will have the biggest impact. So, for success in managing Ecommerce you need to consider the most effective levers to pull. Identifying the right levers for Ecommerce Or at least a social media command centre like this. Managing digital marketing today is more akin to this nuclear power station control console. Think of the old-school railway signal boxes - there is a straightforward cause and effect with different levers having a different impact, but each important. The way I see it, successful digital marketing involves management of different levers that affect performance, some more important than others. In this post I’ll describe another approach which helps you define the main success factors for online marketing. Our RACE marketing strategy framework is one way we have looked to simplify all the different activities that need to be managed. Using the right levers to impact salesīut how do you check you have considered all the relevant factors that will keep your Ecommerce optimisation on track? At Smart Insights we hope to help by developing frameworks that help managers or consultants think-through or analyse complex challenges of managing digital marketing. It's structured around our RACE planning framework so can be applied to other sectors too. So I've created a top-level Ishikawa template for Smart Insights Expert members to summarise the success factors for transactional Ecommerce sites. This technique seemed to me to be a perfect fit for many aspects of modern marketing, but particularly creating digital experiences and customer service since processes for systems development, integration and workflow are now so important in digital marketing. As I got involved in digital marketing I was reminded them when I heard Sam Decker, then responsible for Dell’s consumer web site, explaining how Dell used this as part of their Six Sigma thinking to improve operations, content, design, analytics, and P&L management. I first started to use Ishikawa diagrams when I was responsbible for managing software development teams where we used them to identify the potential cause of problems and minimise bugs. With the increasingly complex range of channels companies use for communications today and alternative customer journeys on site, mastering best practices is helpful to make best use of each channel or digital marketing technique and how it integrates with other channels. If you’re involved with managing Ecommerce, there are many inter-related marketing activities that are important for success. Using Cause-and-effect or Ishikawa fishbone diagrams for marketing analysis and management
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