A person’s passion is the sincerest definition of who they are. Passion can manifest itself in a hobby, an aspiration, or if you’re really lucky, a career. Take two people, Joe and Jane, as an example. Joe has a passion outside of his career. He devotes a lot of his free time to this passion and naturally speaks about it to his peers.
When his peers think of him they probably define him as “person passionate about X.” Now take Jane, one of the lucky few who has made a career out of her passion. She devotes twice the amount of time, twice the amount of energy and twice the amount of conversation to her passion. How do you think her peers define her?
If you’ve read Simon Sinek’s bestseller Start With Why, then Jane will remind you of Herb Kelleher, co-founder of Southwest Airlines, or Steve Jobs, co-founder of Apple Inc. Joe will remind you of the Wright Brothers. Each of these individuals built empires by undyingly following their passion. Sure, you can claim that these individuals are used as examples because of winner’s bias. But they succeeded because not only were they extremely passionate. They succeeded because they were able to clearly communicate their visions.
I consider myself extremely lucky. Like Jane, I’ve built a career out of my passion. When I first launched my film production company, my team asked the same questions regarding our clients that our competition was asking:
What is this client doing that’s different?
What do they bring to the table?
What problems are they solving for their customers?
While these questions helped us understand our clients, we realized they weren’t getting to the core of what defined them. We were part of the same old convention of business. We were focusing on what our clients were doing and not why they were doing it in the first place. Once we realized this, we began asking ourselves different questions:
How can we harness the passion that defines the client’s company to create a story?
Are their employees inspired by that passion?
Does the story align with their core values?
How can we align the story with the company’s brand mission?
How is that story going to connect with their audience?
How are we going to make the story authentic and engaging?
The biggest takeaway, however, didn’t come in the form of one of our clients’ videos going viral. It came in-house. 2016 was the first year we set a quantitative benchmark for the number of videos we wanted to produce. Not only did we not hit the benchmark, but with all the energy we put into hitting a quota we lost focus on creating a better product. We produced more videos, but they were watered down compared to previous years. We lost our own purpose.
We got rid of all quantity benchmarks in 2017 and as a team, we held a meeting to refocus. In this meeting, we asked ourselves the same questions that we asked our clients. We ended the meeting with a mission to create a video channel to tell impactful and authentic stories that inspire others.
That channel has been a remarkably accurate reflection of the meeting where it was first conceptualized. We’re now using the same techniques that helped us define our purpose in our core business for our corporate clients. Not only has it righted our ship and produced success but it has also provided us with an entirely new set of questions to ask our clients:
Is their organization helping others?
Is their mission connecting with others?
Are their customers genuinely understanding their mission?
Are employees buying into their mission, do they believe their roles play an important part in promoting the mission?
Are they building a community?
Are they staying true to their core values and the values of their customers and employees?
The beauty of these questions is that you can propose them to your clients, to your employees and even to yourself. They’re not specific to video production or any industry for that matter. If you already have the answers, that’s incredible. If not, then use them to refocus your strategy or reenergize your team.
Just swap “their” and “they” for “your” and “you.” Connecting to people on a deeper level, nurturing a human connection, evoking emotion and inspiring are key ingredients to building loyalty and bringing the best out in people.
Note, however, that not all ingredients are created equal. Like apples grown on two separate farms, the ingredients that I listed — those that were seeded and cared for with passion — will always taste better.
If everyone who reads our articles and like it , help to fund it. Our future would be much more secure if you send us your donations…THANK YOU
This Regulation lays down rules relating to the protection of natural persons with regard to the processing of personal data and rules relating to the free movement of personal data.”
It’s no “We hold these truths to be self-evident…” but when the European Union (EU) drafted the General Data Protection Regulation (GDPR) that goes into effect on May 25, 2018, they definitely had individual freedoms in mind.
In this case, it’s freedom of individuals to control their personal data.
The GDPR is a broad regulation that outlines how companies may legally collect and use individual personal data—and what rights EU citizens have concerning their data.
It’s a major regulation with major effects. Companies that collect data from EU citizens must follow a number of regulations around collecting that data in order to legally use it. They must also respond to citizen requests to alter that data in certain circumstances.
Notes Elizabeth Juran, a consultant at marketing agency PR 20/20 (which powers the Marketing AI Institute):
“The GDPR is a European privacy law that protects consumers from unfair, unclear and unethical uses of their data. You may have noticed updates in your automation software or data collection tools like the one below from Google Analytics:
These aren’t your average skim-and-delete email notifications. The GDPR will change how we, as marketers, use data. Historically, companies haven’t been required to disclose information like the following:
What kinds of data they store about consumers.
What they’re using consumer data for.
Why they ask for (or require) the data they do.
This is big for marketers of all stripes. But what effects might GDPR have on the use of artificial intelligence?
Turns out, a significant part of the regulation also deals with AI and algorithms. Like the rest of GDPR, the language may be construed broadly. No precedents have yet been set with the regulation. So a lot is up in the air as to what will actually be enforced and how it’ll be enforced.
The GDPR being implemented in Europe place severe restrictions on the use of artificial intelligence and machine learning. According to published guidelines, “Regulations prohibit any automated decision that ‘significantly affects’ EU citizens. This includes techniques that evaluates a person’s ‘performance at work, economic situation, health, personal preferences, interests, reliability, behavior, location, or movements.’” In addition, these new rules give citizens the right to review how digital services made specific algorithmic choices affecting people.
This statement alone creates substantial uncertainty if you know anything about artificial intelligence and machine learning.
Lots of AI systems run into the “black box” problem, in that they’re not very transparent about how their machine learning algorithms reach decisions. For consumers, this means you don’t necessarily know why AI may recommend what it recommends or take the actions it takes.
There’s no doubt the black box problem becomes troublesome the more AI is adopted in marketing and other industries. At some point, marketers will want some idea of how systems make decisions, especially as these systems recommend more sophisticated marketing actions.
For instance, if I have an AI system that prescribes how I should allocate my marketing budget, I’ll at least want some idea what inputs the system uses to make those decisions. (At least, I will if I need to explain any of this to my executive team or board.)
Does that mean you need to know exactly how the AI’s algorithms work? Probably not. But there’s a balance here that likely needs to be established.
Another problem, however, is that sometimes the creators of AI systems can’t always explain fully why AI makes its decisions. For sophisticated AI, like deep learning and neural networks, it is sometimes extremely difficult for the people who created these systems to pinpoint each and every step in the decision-making process.
“The best learning algorithms are these neural network-based ones inspired by what we find in humans and animals. These algorithms are very accurate as they can understand the world based on a lot of data at a much more complex level than we can. But they are completely opaque. Even we, the experts, don’t understand exactly how they work. We only know that they do. So, we should not allow only algorithms which are fully explainable. It is hard to capture the whole complexity of reality and keep things at the same time accurate and simple.”
Hard as it is to believe, he’s right. There may not be an easy way for an AI system’s creator to explain how the system works. In the meantime, regulations like GDPR that require such explanations may limit the amazing efficacy of these systems, Domingos points out:
“Let’s take the example of cancer research, where machine learning already plays an important role. Would I rather be diagnosed by a system that is 90 percent accurate but doesn’t explain anything, or a system that is 80 percent accurate and explains things? I’d rather go for the 90 percent accurate system.”
GDPR presents some interesting conflicts and considerations for the companies that build AI. Brookings notes that it could hold back AI development in the EU:
“If interpreted stringently, these rules will make it difficult for European software designers (and American designers who work with European counterparts) to incorporate artificial intelligence and high-definition mapping in autonomous vehicles. Central to navigation in these cars and trucks is tracking location and movements. Without high-definition maps containing geo-coded data and the deep learning that makes use of this information, fully autonomous driving will stagnate in Europe. Through this and other data protection actions, the European Union is putting its manufacturers and software designers at a significant disadvantage to the rest of the world.”
Now, a lot of the effects will utterly depend on how lawmakers within the EU interpret GDPR.
Somewhat ironically, it’s not at all clear how they’ll come to their decisions, as they operate in a bit of a black box of their own.
Disclaimer: We love talking about everything related to AI—even legal regulations—but we’re not lawyers, nor should this content be construed in any way as legal advice. We recommend all companies consult with legal counsel about GDPR-related questions and actions.
Your bounce rate can be such a scary number, right?It’s common knowledge that a high bounce rate is bad and a low rate is good.Every time you log into your Google Analytics account, it’s right there waiting for you.
I understand the feeling when you see that number creeping up.But the problem is that numbers can be misleading.After all, how high is really too high?In this post, I’m going to show you how you can fully measure and assess your bounce rate. That way, you’ll know if it’s actually too high for your industry or if it’s perfectly normal.
I’ll share tips and tricks on how to audit your bounce rate and understand what’s driving it up.I’ll also tell you some of my secrets for lowering your bounce rate.But first, let’s talk about exactly what a bounce rate is and why you should care.
What is a bounce rate and why does it matter?
A “bounce” occurs when someone visits your website and leaves without interacting further with your site. Your bounce rate shows you the percentage of your visitors who bounce off of your site.
By default, Google Analytics considers a visitor to have interacted with your site if they visited at least one additional page.
The bounce rate you see in your overview report on Google Analytics is your site-wide bounce rate.
It’s the average number of bounces across all of your pages divided by the total number of visits across all of those pages within the same period.
You can also track the bounce rate of a single page or a segment or section of your site.
I’ll show you how once we start looking at the different segment reports.
The bounce rate of a single page is exactly what it sounds like. It’s the total number of bounces divided by the total number of visits on a page.
If you run an e-commerce site that also has a blog, you may want to implement a segmented bounce rate.
Your blog posts may have a very different average bounce rate than your product pages.
We’ll get into the exact details later, but segmenting the two can make your numbers more meaningful when you’re looking at the data.
Now that you know the different ways that you can segment your site traffic, I’ll show you how you can create adjusted bounce rates.
You can adjust what Google Analytics considers an interaction. This will directly impact your bounce rate.
For example, you might feel that a visitor has interacted on your site if they watched a video.
In Google Analytics, you have the option to set an event like playing a video, clicking a button, or completing a download as an interaction.
Then, users who complete these “events” will no longer count toward your bounce rate.
However, you need to careful with this. Make sure that automated events don’t skew your results.
If you’ve set up your videos to play automatically, you need don’t want to count video views as interactions.
The simple way to modify how Google records interactions is by sending events into your Google Analytics that tell you when a user spends a certain amount of time on a page, scrolls through a certain percentage of a page, or sees a specific element a the page.
You can send events from Google Tag Manager:
1. Adjust your bounce rate through scroll percentage events
The “Scroll Depth” trigger allows you to create custom events based on how far a visitor scrolls down a page.
First, you need to create a new tag.
Then, name your tag, select “Universal Analytics” for tag type and choose “Event” for the track type.
Next, you need to type in the event category and event action.
To get the action, simply click the small plus sign beside the field and select “Page Path.”
For the event label, pick “Scroll Depth Threshold.”
If you don’t see this option available, go to your “Built-In Variables” screen and enable the scrolling variables:
Now, select “Non-interaction Event” as “False,” and add in your UA tracking ID .
If you’ve completed all of those fields, it should look like this:
For this tag, I recommend setting the scroll to 75% of the page. That means that Google will consider a visitor to have interacted on your site if they scroll 75% of the way through the page.
Make sure you’ve selected “Scroll Depth” as the trigger type. Then, in percentages, put down “75 percent”.
Once done, you can save, preview, debug, and then publish.
2. Adjust your bounce rate through the timer function
You can also decide that Google should consider a visitor to have interacted on a page if they spend a minimum amount of time on it.
Create a new tag and give it a name, such as “UA — Adjusted Bounce Rate — Timer.”
You can choose the length of time that you want to start with. I suggest trying 30 seconds.
To do this, add a new trigger and name it “Timer — 30 seconds”.
The interval is in milliseconds. So, for 30 seconds, you need to put enter “30000.”
Select a limit of one. Then, in the conditions section, set it for “Page URL matches RegEx*.”
This will make it so that Google Analytics includes all of your pages in the tracking.
Make sure you save, preview, and debug before publishing.
Other methods for decreasing bounce rate
Here are some more ways to see where visitors are bouncing and how you can use that information to boost conversions.
Review top exit pages
Another report you should check out is your top exit page report.
You can find it right below the landing pages report in the left-hand menu.
This report will show you which pages people most often abandon your website from.
Take a look at your top traffic pages and compare your bounce rate and your exit rate.
This will show you who’s landing directly on that page and bouncing versus who’s arriving there from an internal link and exiting.
It can help you narrow down where you should spend your time testing and making improvements on your site.
Review in-page analytics
Another great report within Google Analytics is the in-page analytics report.
Are you looking for ways to improve your business website? Want to know the key aspects you should measure to maximise performance? Website Analysis share their guide to analysing your site in this infographic. BONUS – Need a tool that can analyse your website from an SEO perspective? Check out our free website analyser. …