Neil Mason

Here at Foviance we’re always looking to strike new partnerships with innovative technology providers that are able to bring new ideas and perspectives to online customer experience. Tealeaf is very much a company that fits that billing.

Tealeaf’s aim is to enable businesses with busy online channels to see and understand their customers’ actual online experiences, analyse their motivations and gain greater insight in to why those customers do what they do while engaging with the site. We’ve been aware of Tealeaf’s talents for some time, and were keen to embark on any project that allowed us to add mutual value to customer experience management and measurement.

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 This article, written by Neil Mason, was originally published on Clickz.com and is republished here with permission.

I’m increasingly convinced that the issues that most businesses face around the successful deployment of analytics in their business are not to do with their technologies but to do with their businesses processes. That view was reinforced this week when I was running a workshop with a group of students studying on a Masters Programme in Internet Retailing. Read more…

This article, written by Neil Mason, was originally published on Clickz.com and is republished here with permission.

It’s often interesting how businesses can be lulled into a false sense of security by looking at superficial “topline” numbers without investigating what is really going on at a more granular level. I think this is often the case in online channels where there is some element of registration or subscription involved. A story from a business I worked at makes my point. Read more…

This article, written by Neil Mason, was originally published on Clickz.com and is republished here with permission.

Despite the tough trading conditions a trend that I have observed here in the UK and I expect, is that organisations are continuing to build out their web analytics capabilities and grow their teams. A number of clients I work with are looking to bring on new people and the job market for web analysts remains reasonable healthy. In some cases this means that companies are looking to appoint their first person into a new role, but increasingly some organisations are looking to to expand the team to 2, 3 or more people. Read more…

This article, written by Neil Mason, was originally published on Clickz.com and is republished here with permission. 

The past few weeks I have been looking at the need for organisations to focus more heavily on the user experience and to more rigouroulsy understand what their customers want online and how best to deliver that to them. Good customer insight is core to that process and insight comes from a range of systems, methodologies and techniques. Last time  I looked at the use of quantitative approaches to customer insight and this week I want to look at some of the more qualitative approaches. Read more…

This article, written by Neil Mason, was originally published on Clickz.com and is republished here with permission.
In my last column I discussed the need for organisations to develop a more customer centric approach to the development of their online channel and outlined a simple framework to help organizations improve the quality of the customer experience. Underpinning this framework is the need for a range of quantitative and qualitative measurement and analytical techniques as customer insight is a key component of delivering improved customer experiences. This time I’ll be taking a brief look at some of the tools in the customer experience toolkit. Read more…

This article, written by Neil Mason, was originally published on Clickz.com and is republished here with permission.

Over the past few weeks I’ve been exploring the use and applications of maturity models to help organisations understand where they are in their analytical capabilities and developing strategies and roadmaps for moving forward. In my own simple maturity model the third stage is customer centricity where the organisation moves from a focus on the site to a focus on the customer. It’s a move from process optimisation to customer optimisation. But why is customer centricity important, what does it means from an analytics perspective and what are the challenges involved? Read more…

This article, written by Neil Mason, was originally published on Clickz.com and is republished here with permission.

There’s the saying doing the rounds at the moment “why waste a good recession?, meaning that times like these provide an opportunity for organisations to become leaner and trim off some of the fat in the business. Whilst it’s not necessarily a very pleasant experience, the trading conditions that we are experiencing at the moment helps organisations focus on being both effective and efficient. Data and analytics have been helping organisations to optimise their processes and improve their returns. My sense though, is that the focus of analytics over the past year or so has become increasingly tactical and operational, now with murmuring in some quarters about green shoots of recovery it’s time to start thinking about how analytics is going to help companies gear back up for growth. Read more…