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Analytics sits at the heart of many of Europe’s leading organizations.

The use of data and analytics to manage risk is growing consistently, and analysts who can harness large and complex data sets to analyze risk and present findings are invaluable to these businesses. 

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With over 10 years experience working solely in the Data & Analytics sector our consultants are able to offer detailed insights into the industry.

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CRO: Getting Customers Past Your Digital Door

Conversion Rate Optimization. CRO. If you’re an established business just getting on the technology track to improve your business, these words and acronyms can sound difficult and confusing. So, let’s put things a little simpler. Your website is your digital doorway to your business. Your service is your digital handshake. When you’re able to meet with customers face-to-face, you can get a firmer grasp on their likes and dislikes. You get to know your customers over time, they get to know you, and you begin to learn what the want so you can improve your business. If you’re a startup, you’ve opened your business because perhaps you’ve been a customer and saw a need no one could fill but you.  Whichever type of business you are, when you make changes to your website to improve your customer experience, you’ve worked through conversion rate optimization, though you may not have realized at the time. What is Conversion Rate Optimization? It is the penultimate testing strategy to convert visitors into customers. Let’s assume your eCommerce business is bringing in leads, but no one is clicking the ‘buy now’ button. If you’re wondering why, this is your chance to test your CRO through A/B testing. This kind of testing examines your original version against a change in your wording or colors. Consider the number of times you’ve seen Amazon’s logo change over the years. Today, the name is no longer needed, only the smiling arrow. The simplest of tweaks to your call-to-action (CTA), logo, colors, wording, or even a well-read or reviewed article can drive more leads for your business. Simple testing with big consequences can be overwhelming to consider. But with a few key points to consider, you may have a better focus on what you need to do. This focus will help you identify your goals, your audience, and the best conversion touchpoints for your business. What Do You Want to Optimize? Conversion means many things to many people. While ultimately the goal is to convert visitors to customers, there are a variety of ways to get there. So, what do you want to do? Do you want to have more visitors call or fill out your contact form? Do you want new subscribers to your website? Or do you want your visitors to click ‘buy now’ or ‘add to cart’? Choose one goal and work from there. Data you may already have or can gather, can offer you insight into your customers to help you know the best way to move forward. Know Your Customer Digital and Web Analytics can help you navigate the Data gathered about your customers. For example, who’s already visiting your site? How did they find you? Age, gender, and location are additional demographics which may help your team make informed decisions about what to test, why, and how it will improve your conversion rate. Bringing Your CRO Team Together There are three main roles most often brought together for conversion rate optimization. Smart businesses make CRO a part of their Marketing Strategy. So, it’s only fitting Marketing is on the list.  Marketing - These are the professionals who understand people. They know the strategy behind every level of the sales funnel within the customer journey. And from these understandings, they can troubleshoot, if needed, with acquisition, qualification, or optimization. Acquisition – These are the professionals responsible for bringing in new business. New leads. New customers. It’s their experience which can help to identify what’s optimizing well and what isn’t whether from targeting the wrong data point or on-page issues. Web Developer or Designer – These professionals assist with the technical aspects of conversion rate optimization. Begin at Your Homepage If you’re wondering where to begin, it’s best to begin at the homepage. This is where prospective customers find you and determine whether they’d like to look around a little more or not. So, knowing this there are a few things to keep in mind. ABT – Always Be Testing. This is a circular exercise in keeping up with the Jones’s of business. The more you know about your site, your goals, and your customers needs, your improvements can help to generate leads and increase sales. OTE - Optimize the Experience. When setting your goals, you’ll want to consider three goal types and set one or more. The first is to ask yourself, what do you want to happen immediately? If you want more clicks or views, this is an immediate goal. If you have a finite amount of time to generate leads, say fourth quarter of a given year, you may wish to set a campaign goal. And if you want to project net revenue or lead quality, you’ll want to set a long-term goal. Ready to optimize your conversion rate in your job search? Harnham may have a role for you. If you’re interested in the Digital Analytics, Data & Technology, or Machine Learning just to name a few, Harnham may have a role for you. Check out our current vacancies or contact one of our expert consultants to learn more.  For our West Coast Team, contact us at (415) 614 - 4999 or send an email to sanfraninfo@harnham.com.  For our Mid-West and East Coast teams contact us at (212) 796-6070 or send an email to newyorkinfo@harnham.com.  

Joe Gibbs

Joe Gibbs

25. February 2021

Black History Month: Ethical AI and the Bias Within

According to Brigette Hyacinth’s 2017 book entitled, The Future of Leadership, the author suggests this when considering the ramifications of AI. “Using AI to improve efficiency is one thing, using it to judge people isn’t something I would support. It violates the intention on the applications of AI. This seems to be social prejudice masquerading as science…” How often have big tech companies backtracked their facial recognition software? What are the ethical implications of moving forward and leaving AI unchecked and unregulated? 2020 was in no way a traditional year amassing change on our daily lives at near lightspeed, or so it seemed. But what was brought to bear were unrest and tensions boiled to the breaking point. And when you look at it from the perspective of AI in our daily lives. What might the world look like in another year? When Social Sciences and Humanities Meets AI “To err is human, to forgive, divine.” Humans make mistakes. Biases are unmasked with and without intent. But, when it comes to AI, those unintentional biases can have devastating consequences. From 2015 to 2019, use of AI grew by over 250 percent and is projected to boast a revenue of over $100 billion by 2025. As major businesses such as Amazon and IBM cancel and suspend their facial recognition programs amidst protests against racial inequality, some realize more than regulatory change is needed. Since 2014, algorithms have shown biases against people of color and between genders. In a recent article from Time.com, a researcher showed the inaccuracies of prediction for women of color, in particular. Oprah Winfrey, Michelle Obama, and Serena Williams skewed as male. Three of the most recognizable faces in the world and AI algorithms missed the mark. These are the same algorithm and machine learning principles used to challenge humans at strategy games such as Chess and Go. Where’s the disconnect? According to one author, it may be time to create a new field of study specific to AI. Though created in Computer Science and Computer Engineering labs, the complexities of human are more often discussed in the field of humanities. To expand further as well into business schools, race and gender studies, and political science departments. How Did We Get Here? At first blush, it may not seem comparable to consider human history with the rise of artificial intelligence and its applications. Yet it’s human history and its social construct which explains the racial and gender biases when it comes to ethics in AI. How deep seated are such biases? What drives the inequalities when AI-enabled algorithms pass over people of color and women in job searches, credit scores, or assume status quo in incarceration statistics? Disparities between rational and relational are the cornerstone from which to begin. Once again, in Hyacinth’s book, The Future of Leadership, the author tells a story of her mother explaining the community around the simple task of washing clothes. Though washing machines now exist and do allow people to do other things while the clothes are washed, there is a key element recounted by her mother washing machines lack. The benefit of community. When her mother washed clothes, it was her and her surrounding community. They gathered to wash, to visit, and connect. A job was completed, but the experience lingered on. And in the invention of a single machine, that particular bit of community was lost. But it’s community and collaboration which remind humans of their humanity. And it’s from these psychological and sociological roles, artificial intelligence should learn. Create connections between those build the systems and those who will use them.  BUILDING AI FORWARD Voices once shuttered and subjugated have opened doors to move artificial intelligence forward. It is the quintessence of ‘those who don’t know their history are doomed to repeat it’. The difference within this scientific equivalent is there is no history to repeat when it comes to technology. And so it is from the humanitarian angle AI is considered. The ability to do great things with technology is writ in books and screenplays, and so are its dangers. While it isn’t likely an overabundance of ‘Mr. Smiths’ will fill our world, it is important we continue to break out of the siloes of science versus social sciences. If AI is to help humanity move forward, it’s important to ensure humanity plays a role in teaching our machine learning systems how different we are from each other and to consider the whole person, not just their exoskeleton. If you’re interested in the Data Sciences, Data and Technology, Machine Learning, or Robotics just to name a few, Harnham may have a role for you. Check out our current vacancies or contact one of our expert consultants to learn more.  For our West Coast Team, contact us at (415) 614 - 4999 or send an email to sanfraninfo@harnham.com.  For our Mid-West and East Coast teams contact us at (212) 796-6070 or send an email to newyorkinfo@harnham.com.  

Stephanie Brooks

Stephanie Brooks

18. February 2021

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