October 1, 2009
The percentage of Web video production is exponentially increasing. There is an important “logic” to this accelerating trend for your business or organization:
Independent Web shows can attract advertisers, sponsors, and thousands of viewers — but marketing and profiting from them is a challenge; yet, what isn’t these days? Here is proof it is worth your effort with our guidance.
The word Trinity comes from Trinitas, a Latin abstract noun that literally means “three-ness” (or “the property of occurring three at once”).
For YOUR business or organization:
* What's happening? - Understand your customers' experiences with you and beyond.
* Why is it happening? - You are then able to influence your customers' behaviors.
* So what? - Lead to positive outcomes for your customers through your success -- more leads, higher conversion rates, and greater revenue.
This is from the author of Web Analytics: An Hour A Day (please see Helpful Weblinks section below), and one of the significant influencers, the VIPs, involved with Google Analytics, the highly respected (far beyond data and marketing) Mr. Avinash Kaushik -- who another major, respected Google Analytics VIP, Mr. Brian Clifton, also references and praises; for more, please see Helpful Weblinks below.
Mr. Kaushik writes at his blog, Occam's Razor:
Is it really possible to influence outcomes (customer or donor cash flow, or other essential actions by them, to and for your business or organization) without understanding why things are happening?
Trinity is a mindset and a way of thinking. Don’t get stuck in clickstream tools and expect insights; drive yourself to have a robust and deep understanding of outcomes -- and by God (literally), if you are not into understanding "customer experience" hard core, then you are not going to get a competitive advantage on the Web (or in your real life office or store).
Even if you dip your little toe into this Trinity mindset you will very quickly leave the individual (Web customer) sessions mindset behind because Trinity encourages broader and more holistic thinking and puts customer experience first (totally, across all customer encounters, including not on the Internet).
I do believe that while there are dependencies between each part of the Trinity (customer experiences and behaviors, and towards positive outcomes for you and them), and there are very strong dependencies, these three parts are equally important and exist all at the same time (and they cannot be silos, or in a hierarchy or pyramid).
I’ll give you an example: In our case we can measure Customer Satisfaction and if we are increasing “Net Promoter” or “Likelihood To Buy” over time and that in of itself is valuable and golden -- because if you are not doing well the open-ended Voice of the Customer will be illuminating. Yet we can also take all the “unhappy” people (low customer satisfaction) and see what they did on the Website by using ClickTracks (behavior) or measure Navigation or Content ratings for people who buy different products (outcomes).
Click Here For The Diagram: We Walk The Talk For This.
The Trinity mindset empowers you to understand the customer experience so explicitly that you can influence the right customer behavior which will lead to win-win outcomes for the company (or non-profit organization) and its customers.
That last part is important: Trinity aims for (truly) win-win.
If the right version of the product for you -- as customers, donors, clients, whatever(!) -- is (so to speak) "Basic," and not "Premier," then our job is for us to help you figure that out and buy Basic. We could make more money in the short term if you buy Premier today -- but you will get frustrated as Premier is not really want you want or need now, and you’ll never buy from us again. Yet if we help you buy the right for you version, Basic, then next year you’ll be back for Premier.
Trinity aims to "solve" for the long term...(even with all this data) it is just that simple.
Monetize Your Data 