MD Of Mezzo Labs based in Farringdon, Adrian Kingwell introduces us to Web Analytics and the creation of Mezzo Labs
We interviewed Adrian Kingwell, MD of Mezzo Labs based in Farringdon about Web Analytics, his career and the creation of Mezzo Labs.
Not able to watch, then read our transcript below.
I started in web analytics as a result of running digital departments for other corporates and I realised after a while that there was a real big opportunity to get better data about what people are doing on websites. I started Mezzo about seven years ago, and in the early years it was just me completing contract jobs. Once I managed to get out of the cycle of being a one-man band I started to recruit other people to work for me, I was able to do a lot of things within digital, some good and some maybe not so good, but we grew the company pretty successfully over the next seven years. Over this time we were constantly focusing on stuff that we were good at doing and stuff that drives and creates best value for our clients. Therefore where we have ended up is to focus exclusively on web analytics. Web analytics at the moment is the best opportunity to focus on how clients are going to get the most value out of their digital channel.
How would you describe your role at Mezzo?
My role is to make sure my staff have the right jobs to keep them happy, by that I mean interesting analytics projects. In order to do that I need to find clients that are ambitious with what they want to do with their analytics, clients that are eager to get the best out of their digital channel and we can help them do that. It’s also part of my job to make sure I have got enough staff to keep my clients happy, so I do have a constant balancing act between keeping my clients happy and finding staff who are looking for interesting work to do.
What is a typical day like for staff at Mezzo?
It is very difficult to describe what a typical day looks like but overall what we at a high level is to take our clients from basic vanity reports in analytics; by that I mean the client asks for ‘how many visitors visit our site?’, ‘What’s our bounce rate?’, and we take them on that journey of what we call the 5 steps to analytics heaven. This is a journey that will take them beyond vanity reporting, the second step would be to try and get our clients in a position where they are using data in decision making. So a typical day for a Web Analytics manager would be to define what success looks like for our clients and how they can start to use data to drive decisions. Success metrics might be things like increase in sales or increase retention of clients, or increased engagement on a content based website. Once we have identified what the objectives are on a business and digital level for our clients we can then start to agree KPI’s, metrics, and put tags in place on pages and construct reports and dashboards for our clients. So, a Web Analytics manager takes the client through that journey from basic business requirements right the way through to where they can make decisions with the data. Once we have got that in place we can start looking at the really cool stuff, things like the multi-variant testing, personalisation and connecting them with the CRM databases with other sources of data as well. We might then look at the data coming in through the media, through the advertising; we might look at email and social media and so forth. So, we bring all that data together and have a look what is going on to help our clients make better decisions. We can then start to test things and target individuals and do all the exciting things that can be done with analytics. It all starts ultimately right at the beginning with, ‘what are you trying to achieve’, ‘what are your objectives’ and ‘how can we help you get there’ with better information.
What tips would you give someone who is looking to start their own agency?
First of all, if you are ambitious and you want to start your own business then you would probably want to be a one-man band to start with in this business. You would want to go out and become a consultant and set yourself up as limited company and start growing a list of clients. The challenge that I found in the early days of Mezzo was to just break the cycle of being a one-man band and you to get your first employees on board. That was tough, it actually took me two years to bring on board my first staff members because very few people would actually want to work for one person, but once you have built up a substantial client list; and I used temporary contractors to start with and then over time you can justify bringing people on board. So that was the real challenge for me breaking that cycle of being a good independent consultant to actually starting a proper business that employs people.
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