Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Production Inkjet Tools & Resources     Industrial Print Analysis     European Coverage     Conversations on Print Podcast

Original Thought's CEO Bob Lieber on data analytics

Published on November 29, 2010

Bob Lieber, CEO of Original Thought sits down with Cary Sherburne to discuss data analytics, why it's important to have data analytics capabilities and how it can affect your ROI (return on investment) and even offers a few solutions.

Cary Sherburne:  Hi, I’m Cary Sherburne, Senior Editor at WhatTheyThink.com, and I’m here with Bob Lieber, who is CEO of Original Thought, LLC, one of the great thought leaders in our industry. 

Bob Lieber:  Thank you. 

Cary Sherburne:  And you know, we talk a lot about, in the industry about how print service providers need to make this transition to marketing service providers and one of the things that typically they have to add because they haven’t had to have it before is a whole area of data, and particularly data analytics.  First, could you maybe talk about a little bit about why it’s important to have data analytics capabilities? 

Bob Lieber:  Sure.  Maybe 10, 15 years ago, the whole subject of measuring the results of communications was almost impossible for people to get their arms around.  Everybody talked about ROI, but very few people actually had a good way to do it.  With the advent of social media and email marketing and things like constant contact, all of a sudden all of this data is available that never was before.  So the ability to show the value of any kind of communications that you do it’s never been greater. 

So now the question is, how do you actually get that capability or get that expertise to do it, and the fact of the matter is that if you could just find people with expertise in statistics, they can parse the data; they can make it basically presentable in any way that you would need it.  So it isn’t even a matter anymore of getting the d data, It’s not a matter of packaging the data in a way that actually demonstrates to a client or a customer that they’re communications is really working. 

Cary Sherburne:  And there are toolsets available, so if a printer said, “Well, hey, I want to do this, maybe I’ll have to hire a more statistically oriented kind of person.  I want to do this internally,” here are tool sets available to help them do that. 

Bob Lieber:  Sure, there’s no question that there are tool sets available and what I would say is, even within programs like Excel, there is really simple kinds of templates for doing graphs and bar charts and maps, so again, it’s almost a matter of like taking the data, taking platforms that are available, finding somebody who is good at making it meaningful and making that into a presentation. 

Cary Sherburne:  And then the other piece is that if they choose not to do it in-house there are plenty of companies out there that can do that and it seems to me, and you tell me if I’m right, but it seems to me that that element might be an easier part to outsource than some other parts of the business. 

Bob Lieber:  Yeah, I would say, you know, looking out at the show floor today, there’s lots of analytical capabilities, but again, you can go onto websites like eLance.com, which you know is a place to find any kind of freelancer that you’d want and for literally $50 an hour, $60 an hour, you can hire them for a $200 project.  You send them the data they send back to you a way that you need to present it and it turns out to be a fabulous value to customers. 

Cary Sherburne:  So you don’t even really have to go get into a contractual relationship.  You can just find a freelancer out there. 

Bob Lieber:  That’s how I would approach it if I were in the business because it’s kind of a toe in the water approach.  You know, once you do a couple and you show your customers what the value is, they start to get excited about it and then you can expand from there and you can find analytical companies or smaller boutiques that actually do this work and then you can form your partnerships once you know that customers are accepting of it and it’s helping you build your business. 

Cary Sherburne:  That’s great.  And I hope that information is really helpful to our listeners you know, because they really are struggling with how do I –- you know, this part intimidates me and how do I do it.  And you make it sound like it’s a lot easier than they think it might be. 

Bob Lieber:  And even you know, if you’ve fooled around with Facebook, the demographics that are available on visitors to Facebook is pretty amazing.  I mean you get age breakdowns and geographic breakdowns and it’s funny, most of the customers are clients out there.  They don’t actually take the time to go pull that stuff up, so because it’s generally available, any printer or any printer that’s looking to get more into marketing services can go do that and really impress their customers. 

Cary Sherburne:  That’s great.  Thank you. 

Bob Lieber:  Sure. 

Email Icon Email         

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: Frank Talks about a Slowdown In Ebooks And An Upsurge In Printed Books

Frank Talks about a Slowdown In Ebooks And An Upsurge In Printed Books

Published: November 17, 2017

Frank found an article in the Wall Street Journal about print books and ebooks. One graph showed a slowdown in ebooks and an upsurge in printed books. This warranted commentary, of course.

 

Video preview: PrintIQ's Approach to MIS and Workflow

PrintIQ's Approach to MIS and Workflow

Published: November 16, 2017

Mick Rowan (Director) and Adrian Fleming (Sales Director) at PrintIQ share their vision and approach to a cloud based management workflow system that goes beyond traditional MIS.

 

Video preview: Benefits of Belonging to a Purchasing Cooperative

Benefits of Belonging to a Purchasing Cooperative

Published: November 15, 2017

John Braceland of Graphic Arts Alliance talks about the member-run purchasing cooperative and how it helps printing companies increase buying power and save money on equipment and supplies.

 

Video preview: GMG Shows off Color Server 5 and PrintFactory by GMG at SGIA 2017

GMG Shows off Color Server 5 and PrintFactory by GMG at SGIA 2017

Published: November 13, 2017

Bart Fret, Director of Sales at GMG, talks Color Server 5 and PrintFactory at SGIA 17. These two products were the main focus of the show for them and Bart differentiates them both from other software offerings in the wide format segment.

 

Video preview: Ricoh Introduces Ricoh Pro T7210 at SGIA

Ricoh Introduces Ricoh Pro T7210 at SGIA

Published: November 13, 2017

Dan Johansen, Marketing Manager at Ricoh, talks about their new Ricoh Pro T7210 flatbed device shown at SGIA. With new ink development, this device is able to produce custom graphics with a large diversity of substrates.

 

Video preview: Frank Visits Gamse Lithographing Co

Frank Visits Gamse Lithographing Co

Published: November 10, 2017

Gamse Lithographing has been around since 1894. Production Manager Mark LeDonne took me on a whirlwind tour of a super label plant that uses almost every printing process. But Frank found Mark’s personal history more interesting.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2017 WhatTheyThink. All Rights Reserved