SPRINGBOX / Insights

The Syzygy of Analytics and Client Management: Part 2

by Springbox, September 23, 2015

Welcome back! I suppose you’re here for more wit and wisdom from Jeff Burslem and Katie Castellano. Well, you’re in luck!

You’ll recall that in Part 1 of our Syzygy Series we talked about a couple of ways that we achieve alignment between Analytics and Client Management. Specifically, we discussed the ideas of Education and Gravitation.

As promised, we’re back with more tips on how to align your agency rockstars with two more words that end in ‘-ation’!

This time we’ll talk about Communication and Aspiration. How do we ensure that Springboxers are aligned when working with clients and how can we iterate our relationship with them to iterate and improve our service offering?

Communication

Katie: Communicate, communicate, and over-communicate.

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Since it’s not feasible for all agency team members to be involved in every single client conversation, it’s vital that Account Management keep Analytics updated with any information that could potentially affect the insights and recommendations we provide – for instance, don’t let the Analytics guys recommend testing a form when in fact the client is already testing that form!

When this happens, the perception from the client is that you don’t communicate internally and there is a risk of important pieces slipping through the cracks. This causes losses of trust, which can start adding up after too many miscommunications.

To learn more about our agency communication tactics, check out the Communication Styles article written by some savvy Springbox Project Managers!

 

Jeff: What’s that, Katie? I wasn’t listening. Just kidding! Or was I…?

Anyway, the improvements that Springbox has made with sharing relevant information – and encouraging clients to do the same – have helped tremendously with aligning everyone towards the same objectives.

Prior to presenting analytics to clients, we host internal reviews and dry runs with all the relevant Springboxers to ensure that we have the most complete story possible for the client and that everyone leaves the room aligned on the insights we’ve found and what next steps will be.

Being a Brit in America like myself can pose its own challenges too. I can think of lots of words that either don’t exist or mean different things here. Nobody knows what it means to over-egg a pudding, for example. Or throw a strop! I had never buried a lead before I moved here. Anyway, the key point here is to ensure that everyone understands and agrees with what is being communicated.

 

Aspiration

Jeff: In September 1962, John F Kennedy made a famous speech asking why we should bother going to the Moon. The response: Because it was a challenge that he was willing to accept – and more importantly – a challenge that he was willing to win.

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When we first engage with clients, we provide what we consider to be the fundamental building blocks of data-driven insight in the form of discoveries and regular analytics – which is a great starting point, but deliverables like those only have a limited life span.

The perpetual question facing Analytics is: what are our aspirations for iterating and improving the offering in order to lead more informed and intelligent conversations with our clients?

Since we wrote Part 1 of this Series, Springbox has become a Google Analytics Certified Partner, which definitely affords us more kudos when presenting our insights and recommendations.

To that end, leveraging analytical insight to highlight areas for optimization has paid dividends in terms of being able to start Test and Learn initiatives, which have proven successful in terms of running lots of interesting A/B tests.

But even with this extra string to the bow, the A/B testing will only run for so long. When do we start thinking about Multivariate testing, for example? How about pulling together data sources to start some interesting Data Science projects? At what point does Predictive Modelling begin? As you can see, it’s a process that just keeps on running.

It’s not exactly like rocket science, but we very much want to make Moonshots of our own – you know, like Google X! Although I think it’s because I secretly want to be a Captain of Moonshots like Astro Teller. I digress. Where was I? Oh yes. Aspiration.

Having such lofty ideals is all well and good - but there are times when you do need a sounding board. Analytics is across all accounts here at Springbox, which is great - but we sometimes lack the depth of knowledge and history of a client that our esteemed Client Management colleagues have.

 

Katie: It’s not a secret now that you’ve told everyone, Captain! It’s like the time when you secretly wanted to… never mind! You’ve sorted that out with Human Resources now. Let’s all move on.

To be truly aligned, Client Management should share similar aspirational goals to Analytics - but as per Jeff’s point, we also need to apply a reality check from time to time.

First and foremost, is the Moonshot grounded in reality? By that I mean: what’s a realistic timeline given the client’s objectives, priorities and amount of budget at their disposal? Is there a political landscape that we need to negotiate?

Jeff’s point is also linked to Gravitation from Part 1 of our Series, which is key to ensuring that we’re setting everyone up for success.

 

What’s next?

Thanks for reading the second part of our Syzygy series. Although sequels are great, people also love trilogies – so we’ll be sure to put together another syzergistic article soon!

Did we mention that we’re hiring for analytics and account management? Why not apply? You could hang out with us all day! Feel free to drop us a line and get in touch.