Archive for category Technology
84?!?
Posted by George Michie in Technology on September 6, 2010
For many years, RKG has tracked its Net Promoter Score, Fred Reichheld’s measure of how successful a business is in turning its customers into its sales force. Indeed, we were honored to have Fred stop by our blog for an interview 2 years back.
Last month, I made the case that, in our industry, retaining clients may end up being the key to long term success. Acquiring new business through sales and marketing is expensive, and it is through long-term retention that companies will be profitable as the industry matures.
Fred’s argument takes this two steps further.
First, he argues that sustained, profitable growth comes not simply from generating loyal customers, but from creating promoters, those who are so enthusiastic about your firm they tell their friends about you. These promoters act as a tremendously powerful and effective sales force.
Second, Reichheld makes the case that this same measure should be applied internally. Are your employees enthusiastic fans of your company? If so, they’re much more likely to go that extra mile to create promoters among your client base. The more enthusiastic the employee base, the easier it is to attract, hire and retain talent, and the wheel keeps turning.
We buy it. We hire really really sharp people, but just as importantly, we hire really good people.
We’ve tracked our NPS since 2006 and have found inspiration and good advice from the client surveys. We ask The Ultimate Question: “How likely is it that you would recommend our company to a friend or colleague?”, but also many more. We’ve found the feedback valuable and it has helped us build a better company.
The NPS is calculated by giving your firm one point for every promoter — those who answer the Ultimate Question with a 9 or 10 on a scale of 0-10. Subtracting from that total, the number of detractors — those who answer with a 6 or less. No points are awarded or subtracted for those who answer with a 7 or 8. Divide the point total above by the total number of responses.
A company receiving 30 9s and 10s, 40 7s and 8s, and 30 5s and 6s would have a Net Promoter Score of 0! (30-30)/100
In our most recent survey conducted this summer, RKG had a Net Promoter Score of 84!
In honor of Labor Day I’d like to offer a public “thank you” to our amazing team! Our client service staff plays a major role, obviously, but it’s the whole team that makes it happen. From our IT folks building amazing software to make their job easier, to our office staff for keeping the business running smoothly, and finally to our sales staff for never making a promise we can’t keep. Good job, gang!
We continue to add services to our core paid search offering. The challenge is do so at a pace and in a manner such that we keep our eyes on that all important metric. Thanks for keeping us focused, Fred!
Beware of svctm in Linux’s iostat
Posted by Xaprb in Technology on September 6, 2010
I’ve been studying the source of iostat again and trying to understand whether all of its calculations I explained here are valid and correct. Two of the columns did not seem consistent to me. The await and svctm columns are supposed to measure the average time from beginning to end of requests including device queueing, and actual time to service the request on the device, respectively. But there’s really no instrumentation to support that distinction. The device statistics you can get from the kernel do not provide timing information about device queueing, only a) begin-to-end timing of completed requests and b) the time accumulated by requests that haven’t yet completed. I concluded that the await is correct, but the svctm cannot be.
I just looked at the sysstat website, and it has been updated recently to warn about this, too:
svctm
The average service time (in milliseconds) for I/O requests that were issued to the device. Warning! Do not trust this field any more. This field will be removed in a future sysstat version.
Related posts:
there’s something odd here
Posted by John Wills Lloyd in Personal, Technology on September 4, 2010
Why MySQL replication is better than mysqlbinlog for recovery
Posted by Xaprb in Technology on September 4, 2010
You have a backup, and you have the binary logs between that backup and now. You need to do point-in-time recovery (PITR) for some reason. What do you do? The traditional answer is “restore the backup and then use mysqlbinlog to apply the binary logs.” But there’s a much better way to do it.
The better way is to set up a server instance with no data, and load the binary logs into it. I call this a “binlog server.” Then restore your backup and start the server as a replication slave of the binlog server. Let the roll-forward of the binlogs happen through replication, not through the mysqlbinlog tool.
Why is this better? Because replication is a more tested way of applying binary logs to a server. The results are much more likely to be correct, in my opinion. Plus, replication is easier and more convenient to use. You can do nice things like START SLAVE UNTIL, skip statements, stop and restart without having to figure out where you left off, and so on.
Replication also has the ability to correctly reproduce more types of changes than mysqlbinlog does. Try this with statement-based replication:
insert into tbl(col) values(connection_id());
That’ll work just fine through replication, because the SQL thread on the slave will change its connection ID to match the original. It won’t work through mysqlbinlog.
Related posts:
xkcd on universities’ Web sites
Posted by John Wills Lloyd in Personal, Technology on September 3, 2010
Unfriendly skies: Forest Lakes, the Miracle on the Hudson, and Canada Geese
Posted by Courteney in News, Technology on September 1, 2010
The way that a pilot named Chesley “Sully” Sullenberger saved all 155 onboard his disabled commercial jetliner was the feel-good story of 2009. Locally, however, the “Miracle on the Hudson” helped launch some bad feelings in the Forest Lakes neighborhood.
Since the incident and following a series of Congressional hearings and the release of previously confidential FAA data on bird strikes, thousands of the geese across the country have been rounded up and slaughtered as part of the airline industry’s efforts to make flying safer.
But the mass killing has outraged bird lovers and ruffled feathers at Forest Lakes where 90 Canada Geese were rounded up and killed in early July. Some Forest Lakes residents have come forward to say that despite their neighborhood’s proximity to the airport, Forest Lakes geese actually pose little risk to planes.
“It’s hypocrisy, and it’s all about money,” says resident Arthur Epp, who lives in a house overlooking a lake where the geese once swam and raised their young.
While federal officials say the geese killing will bolster the safety of the flying public, Epp says there’s plenty of data to back up the claim that the airline industry is most concerned with making people think they’re safer.
Who is right?
Natural neighborhood
Just two miles from the Charlottesville Albemarle Regional Airport, Forest Lakes is a planned community of 1,400 homes, most on family-friendly cul-de-sacs and with many houses overlooking tranquil bodies of water. Paths for walking and biking wind through the neighborhood to provide nature lovers ample opportunity to commune with wildlife. Until July, the Forest Lakes community included families of Canada Geese who’d parade their young each spring and summer.
A family of Canada Geese at Forest Lakes prior to the round-up and slaughter .PHOTO COURTESY CAROL RASMUSSEN
Carol Rasmussen says the lake— and the geese that lived on it— were a main attraction when she and her husband purchased their home in 2007.
“We only looked at one house– this one,” she says, standing in her kitchen where a picture window offers an ample water view. “We made an offer on the spot.”
Diagnosed with breast cancer in 2008 and undergoing brutal radiation and chemotherapy that kept her housebound and often alone, Rasmussen, 59, says the geese soon took on a more important role.
“Watching geese have families was a spiritual thing for me,” she says. “They were my lifeline.”
So when she awoke one morning this past summer and noticed the lake was empty of her feathered friends, her concern quickly turned to outrage when a neighbor informed her that agents from the U.S. Department of Agriculture had swept in, rounded the geese into mesh enclosures, and transported them to a slaughterhouse (and turned them into zoo food, according to a USDA official).
The explanation for the extermination came in a May 26 letter to the Forest Lakes Community Association. The Charlottesville Albemarle Regional Airport asks for help with a “critically important safety project,” and cautions the neighborhood that failure to comply with the request could lead to “serious injury and death to the flying public.”
Given the dire language that might summon images of plane wreckage and bodies strewn over Route 29 and given how close Sully’s passengers came to becoming fatalities, it’s perhaps not surprising that the Community Association readily agreed.
“We gave it considerable consideration,” says Association president David Shifflett in an email to the Hook, “and in the interest of human safety and accident prevention, we approved the request to conduct a humane roundup during the summer molt,” a time during June and July in which the geese lose their flight feathers.
Rasmussen and others didn’t learn of the letter until much later. They’re incensed that the decision to allow the round-up was made without notifying residents, despite the fact that the effort may have required agents to cross private property.
“It was done like a thief in the night,” she says. She even began running ads in the Hook and the Daily Progress decrying the killings. And like neighbor Epp, she denies that her neighborhood’s geese would pose a safety risk. They aren’t the only ones making that claim.
David Feld, spokesperson for a group called Geese Peace, also dispute’s the government’s slaughter approach.
“It looks like they’re solving the problem, but they’re not solving it,” says Feld. “If they rounded up all the Canada Geese in the whole world, it might reduce the number of strikes by a small fraction compared to everything else.”
Feld points to statistics that show that of the 1,299 recorded bird strikes between 1990 and 2008 in Virginia, just three percent involved Canada Geese while nearly a quarter were caused by gulls. Of the incidents involving Canada Geese, several caused “minor damage” to the plane. Other more frequent offenders: starlings and pigeons. Nationally, just one percent of bird strikes are attributed to Canada Geese, although that number could be as high as three percent if one counts in the possibility that they are among the additional two percent of strikes attributed to “unknown” large birds.
At the Charlottesville airport, FAA data shows that of the 24 reported bird strikes since 1990, only one— in November 1995— seemed to involve a Canada Goose. In that daytime incident, which occurred under clear skies, a Cessna 152 encountered the large bird during take-off at 200 feet and at an estimated speed of 65 mph. There was no reported damage. And in fact, according to the remarks from the incident, the bird struck was only assumed to be a Canada Goose from the date and location of the strike.
In fact, the FAA agrees that Canada Geese pose no greater risk than any other birds, according to spokesperson Jim Peters.
“We just want to make sure that when aircraft come into any densely populated urban area, they can do it safely,” he says.
And at the Charlottesville Albemarle Airport, gulls are certainly a greater culprit, responsible for six of the 24 local bird strikes, including one incident in May 1995 in which a gull struck the left propeller of a Delta Connection BA-31 Jetstream, causing the passenger line to lose some power during take-off. The pilot managed to abort take-off, and there were no injuries.
But Canada Geese can’t seem to lose their reputation as airline enemies, and it is true that the Miracle on the Hudson isn’t the only time Canada Geese have brought down a plane.
In September 1995, a military plane carrying 24 occupants and taking off near Anchorage, Alaska struck three dozen Canada Geese, according to the website birdstrike.com. At least four birds entered the engines, causing the plane to crash just one mile past the runway, killing everyone on board.
More recently, in October 2007, a flight instructor and his student perished after crashing during a night flight between Minneapolis, Minnesota and Grand Forks, North Dakota. Investigators identified Canada Goose remains in the wreckage.
Scapegoosed?
Anyone following the news back in early 2009 knows “Sully,” the dignified, white-haired pilot who managed to ditch the U.S. Airways Airbus he was flying into the Hudson River after a gaggle of Canada Geese collided with both engines causing catastrophic double engine failure.
That all 155 people on board survived the crash of Flight 1549 earned Captain Chesley Sullenberger hero status.PHOTO FLICKR/davidwatts1978/Janis Krums
Terror soon turned to joy as all 155 passengers and crew aboard that morning’s Flight 1549 survived. But good news for those passengers and crew was decidedly bad news for Canada Geese, the species eventually ruled responsible for the crash.
No one argues that birds aren’t a menace to planes— or to an airline’s budget.
According to the FAA’s birdstrike data, there were approximately 112,000 bird strikes reported between 1990 and April 2010, and yet a study posted on the USDA website asserts that the number may represent just one fifth of the actual incidents. The estimated cost in lost airtime and repairs between 1990 and 2008, according to the study, has been placed at anywhere between $95 and $400 million.
Feld dismisses the idea that 80 percent of birdstrikes go unreported— or that costs could soar that high.
“It’s a big lie,” he says. “If a plane hit a goose, it was reported. The only ones not reported didn’t cause any damage, and the pilot may not have even known. It’s common sense.”
Still, while gulls and pigeons are statistically more likely to collide with planes, Canada Geese, some aviation experts claim, are among the greatest feathered menaces not only because of their size– they can weigh up to 20 pounds– but because they can fly at high altitudes and in large flocks as they migrate to and from Canada.
But Geese Peace’s Feld says it’s the Geese’s biology that both give them an unfair bad rap and also make them among the easiest wildlife to mitigate— because they are flightless during the early summer months.
And one big misunderstanding, he says, is the belief that they are all migratory.
In the mid-20th century, ornithologists believed that the Canada Goose, common in America until the early 20th century, had disappeared from this country due to overhunting. But in 1962, to the great excitement of conservationists, a wildlife biologist discovered a flock living on a Minnesota lake kept warm through the winter because of its proximity to a heat-generating power plant. The geese were taken into captivity and bred, then were reintroduced to the American wild where their proliferation makes them one of the great conservation success stories.
As their numbers have soared, so have complaints.
“It’s a nightmare for maintenance,” says Pete Mazza, golf pro at the Spring Creek golf course in Zion Crossroads, where the geese live year round. “It’s not just that they’re a nuisance,” says Mazza, “it’s that their waste can be toxic to the greens.”
The director of the Meadowcreek Golf Course at Pen Park shares his frustration with the approximately 100 Canada Geese that live on the course.
“With all the food and water they can consume and no predators, they live in paradise,” says Rion Summers, citing the park’s proximity to the Rivanna River. The geese, he says, leave an “enormous” quantity of waste, damaging the greens and mucking up shoes.
“Playing golf is difficult enough,” says Summers, “without this unpleasantness and potential health risk.” Meadowcreek, he says, is currently seeking a license from the U.S. Fish and Wildlife Service to eradicate the geese, which are protected by the Migratory Bird Treaty Act of 1918, making it illegal to hunt or harass them without a federal permit.
But if some people wish the birds would fly back up north and stay there, that’s not going to happen for a simple reason. The geese “imprint” on the location of their birth, a biological process that has led to two different classifications of the geese here in the United States: resident Canada Geese, which nest and remain here in the states, and migratory Canada Geese, which fly more than 1,000 miles to winter in the warmer U.S. before returning to nest in Canada each spring.
“It’s not that these Canada Geese decided they weren’t going to migrate,” says Feld. “They’re biologically stuck because we interfered with their migratory patterns. Once they nested here, the goslings biologically had to nest here.”
When the Smithsonian Institute undertook scientific analysis of the goose remains in the engines of Flight 1549, the results showed that the offending birds were migratory geese and not members of the resident Canada Goose population living in and around LaGuardia Airport.
“Hero” Captain Chesley “Sully” Sullenberger won’t comment on the issue of Canada Geese management.PHOTO FLICKR/INGRID TAYLAR
That, however, didn’t stop New York authorities from formulating a plan to slaughter nearly 200,000 geese– many of them resident geese– in the name of airline safety. In one incident similar to the Forest Lakes goose slaughter and timed to coincide with their summer molt, 400 resident Canada Geese were rounded up in Brooklyn’s Prospect Park in July. The action by USDA agents involved no community notification and elicited anger from nearby residents and local politicians who vented in various news articles including one posted on thedailybeast.com that asked, “What hath Sully wrought?”
If the famed pilot, who also runs an aviation safety consulting firm, has an opinion on what he hath wrought, he’s not saying.
“Captain Sullenberger is not commenting on this issue at this time,” says his PR rep.
Is there an answer?
So what are the real risks of Canada Geese to planes?
Local pilot Skip Degan, who often takes aerial photos for this paper, has had two run-ins with birds— neither involved a Canada Goose. One was a starling he struck while piloting a small plane. “It hit the windshield and left a spot,” he recalls. That incident, he says, occurred at a low speed and didn’t pose much of a hazard.
The other incident occurred when he piloted a twin-engine plane into a massive turkey vulture. “It cracked the windshield,” says Degan, who aborted the flight and landed without further incident.
Degan says he believes the greatest hazard from birds is at altitudes under 2,000 feet– mostly during take-offs and landings– and comes mostly from gulls and blackbirds. He also notes that while birds are a menace, “they’re very visible.” And he says that in most instances, pilots can avoid collisions if they keep their eyes open and one thing in mind.
“It’s the sky,” he says. “That’s where birds live.”
Their lives can cause human casualties. A joint report by the Department of Transportation and the Department of Agriculture puts the total human death toll as a result of wildlife strikes at over 200 worldwide since 1988. And the biggest killer appears to be one of the smallest birds: common starlings.
In 1996, starlings reportedly brought down a plane in the Netherlands, killing 34. Worst of all was an Eastern Air Lines flight that took off from Boston into a flock of starlings in 1960. Sixty-two people died in the ensuing crash.
So what about altering planes so that they’re less vulnerable to a strike? In fact, planes have long been engineered to withstand bird strikes. Beginning in the 1950s, scientists have used the “chicken gun” to fire frozen poultry at planes in order to simulate a bird strike and find ways to strengthen the aircraft. Windshields remain one source of vulnerability, as are engines.
And while numerous articles have questioned why there can’t be some sort of mesh placed over engines to prevent a bird from entering, Geese Peace’s Feld– who is also an engineer– says the wind drag and consequent reduction in both power and fuel efficiency makes that method impractical.
“If it could have been done,” says Feld, “it would have been done.”
Even if some bird lovers argue that geese have been unfairly targeted, they don’t believe Canada Geese or any other birds should be allowed to bring down planes carrying humans.
“We certainly sympathize with the need to protect human safety concerning airports and bird strikes,” says Lynsey White Dasher, an urban wildlife specialist with the United States Humane Society. “But all research points to these slaughtering programs not working.”
That, says Dasher, is because unless the habitat is significantly changed, new birds will quickly come in to take the place of the slaughtered geese.
“It creates an ongoing cycle of needless killing,” says Dasher, who believes that the USDA– paid by airports to cope with wildlife management– kills Canada Geese because they are, during molting season at least, “sitting ducks.”
A quick round-up, she says, is simpler than focusing on longer term if more sustainable solutions or on other bird species. And Dasher complains that the agency tasked with advising airports on wildlife issues has become a sort of federal pest control firm.
“USDA’s Wildlife Services has come up with some great nonlethal solutions, but unfortunately they almost always resort to the killing method,” she says. “There is a conflict of interest.”
Not true, says Carol Bannerman, spokesperson for the Wildlife Services, the branch of the USDA responsible for managing airport-area fauna.
“We’re looking at addressing a human safety risk,” says Bannerman, noting that airports are required by the FAA to mitigate wildlife risks in a five-mile radius. “That’s what we’re focusing on– it doesn’t have to do with whether or not it’s easier.”
Frequent flier Christine Cornwell, who often takes business flights into and out of the Charlottesville airport, says she’s grateful for efforts taken to make flying safer, but she does question the need for the killing.
“I don’t want to upheave nature too much,” she says, noting that none of the numerous flights she’s taken— going north or south— has flown over Forest Lakes. “The chance of geese flying to the airport and flocking are slim to none,” she notes. “I think there are bigger threats to that environment.”
But if killing them causes so much upset, what is the answer to controlling their numbers?
Goose be gone
The one thing the USDA and the animal activists agree on: limiting reproduction of Canada Geese is a valuable tool, and the best way to do that, they agree, is by “egg addling,” in which oil is applied to eggs soon after they’re laid, preventing a gosling from developing.
Dasher says making the environment less hospitable through the use of trained dogs also effectively controls geese.
“They can be brought in prior to nesting season to create a hostile environment for the birds,” says Dasher, noting research that shows that, contrary to claims that the birds will simply move to the nearest body of water and still be in the vicinity of the airport, many geese will relocate further away, and some may actually return to Canada.
Naturalist Marlene Condon condemns slaughter as an unsustainable way to control goose populations and says natural predators such as fox and coyote would do a better job.
“People need to accept their presence and learn how to live safely with them,” she says of predators. She wishes more parents would teach their kids to raise their hands and scream to scare away predators.
“Children are far more likely to get killed by people in car accidents, by drowning, or accidental gun shootings or even by pets,” she says, “than to ever get hurt by a coyote or fox.”
Condon agrees with Dasher that egg addling is an answer, particularly since Canada Geese, like most birds, nest and hatch their young only during the spring and summer months, so efforts to control them don’t need to be year round.
“It would be much more humane to destroy eggs,” she says, “than to roughly handle sentient birds that would be terrified as a result and then to kill them in God-only-knows what manner.”
The USDA’s Bannerman, however, says that in addition to recommending habitat changes to airports in order to deter birds and other wildlife from tangling with planes, her agency does perform egg addling of Canada Goose eggs on a regular basis, and has even resorted to using “goose contraception”– a process by which agents capture female geese daily prior to nesting season and inject them with birth control hormones. That, she says, is an extremely expensive and time-consuming method. In the Forest Lakes case, she says, it was too late for prevention— “immediate action” was called for.
The slaughter won’t keep new geese from arriving, however, and cancer survivor Rasmussen wonders if there’s a plan in place to prevent future goose slaughters at Forest Lakes.
According to homeowner rep Shifflett, who agreed to answer the Hook’s questions by email only, Forest Lakes has always performed annual egg addling and has used strobe lights in an effort to deter geese. He did not respond by presstime to further inquiries about the timing, cost, or scope of those efforts, or what approach the neighborhood will take in the future.
Charlottesville Albemarle Regional Airport spokesperson Barbara Hutchinson did not return the Hook’s repeated calls for comment.
Sign of hope or further loss?
A month after the Forest Lakes geese were killed, Carol Rasmussen looked out her window and saw a sight she’d longed for since they disappeared: a single Canada Goose gosling swimming in the middle of the lake. But its presence, she says, prompted none of the happiness it might once have inspired in the self-described nature lover.
“I knew it wouldn’t survive all alone,” says Rasmussen, who confirms that it promptly disappeared, perhaps the victim of a predator, before she could capture it and deliver it to a wildlife rescue association.
During treatment for cancer, Forest Lakes resident Carol Rasmussen found comfort watching the Canada Geese in the lake behind her house. PHOTO BY COURTENEY STUART
She also fears for the flocks of Canada Geese she has seen flying overhead, perhaps scoping out a new place to nest and raise their young in the lake behind her house. It’s a likely scenario, if one looks at Brooklyn’s Prospect Park, where five weeks after the 400 geese were slaughtered, new geese have already moved in.
Rasmussen says she has spoken with other Forest Lakes residents about undertaking a volunteer egg addling effort, although it may be months or years before it will be needed.
“The lake is dead,” she says sadly from the same kitchen seat from which she used to watch the geese swim past. “I paid a premium to live on the lake because of the flora and the fauna,” she says, admitting she’s now pondering selling her house.
“I don’t want to live in community,” she says, “where there’s no compassion.”
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The Pendulum
Posted by George Michie in Technology on September 1, 2010
Back and forth and back again…
Much of life seems to move like a pendulum.
Economic cycles of boom and bust and boom again are but one example. New ideas in teaching pedagogy today were also new ideas 20 years ago…and 20 years before that. We’ve gone from mainframes and centralized computing, to desktops and distributed computing and now back towards a centralized cloud model. We see this in our national politics, business management philosophy, on and on.
Consider the news business. In the 19th century there were thousands of independent local papers. Anyone with access to a printing press could start one, and, if the copy was good, they had a chance at catching on. Economies of scale, however favored the companies that could afford the best writers and journalists, could land and execute advertising deals, and produce papers at the lowest cost per page. By 1990 there were essentially 6 companies that controlled the news. Enter cable TV, the internet, and the blogosphere and now there are millions of sources of information accessible 24/7 and largely free of charge.
But the pendulum isn’t likely to stop here, either. At some point, the absence of fact checking, lack of funds for in-depth journalism, and the impossibility of sifting through all the different sources of information to find what you want will pull us back towards edited, quality, consolidated, screened news.
Will we see something similar in retail? In the bad old days folks were limited in choices to the stores within a few miles of their homes. Cars extended shoppers range, somewhat, but catalogs really threw the doors open. As time goes on, more efficient business models win and the mom and pop stores lose out to the chains, and the weak catalogs fold. Then, the internet expands the range of choices and the number of specialty shops blossoms beyond imagination, but will the countervailing desire for “one-stop shopping” mean Amazon or Google will be all that’s left standing? At least, until the pendulum swings back the other way?
The root cause of the pendulum seems to be human nature. We get a sense of which way the pendulum is moving and jump on board creating tremendous momentum in one direction, but at some point we cross beyond the mid-point of reason and keep going until something fundamentally breaks and forces the pendulum to change directions again. It is in our blood to carry every concept too far.
At the risk of echoing Seth: could it be that the real leaders are the folks who are always angling for the middle whether the mob is behind them or the mob has left them behind to push a movement beyond the reasonable?
Top 10 Rejected Functions for the New U.Va. iPhone App
Posted by Dan in News, Technology on August 31, 2010

From the home office in the Fontaine Research Park, we offer the top 10 rejected functions for U.Va.’s brand-new iPhone app.
10. Committee to Pave the Lawn Donation Site
9. Thomas Jefferson Tombstone Cam
8. (Coach) Tony Bennett Sings the ‘Good Ol’ Song’
7. Parking-Ticket Lady Tracker
6. Football Locker Room Remote Air Quality Monitor
5. Lawn Streakers’ Lost and Found Clothing List
4. Dell Pond Fishing Forecast
3. Steam Tunnel Maps
2. Coach London’s In-Game Suggestion Box
… and the No. 1 rejected function for the Virginia iPhone app …
1. Video: Hokie Hoofers Teach ‘The Chicken Dance’
7 Weeks of Blog Post Ideas for Interior Designers (#6-#10)
Posted by Alexandra in Education, Technology on August 30, 2010
A series to get your creative juices flowing for your interior design firm’s blog. Read the introduction here.
- Choosing towel colors. How to use a spa-like approach or to accent with your bath towels.
- 5 favorite pedestal sinks.
- How to tell good upholstery from bad. Possibly show pictures that will educate your reader on what they can look for when selecting a piece of upholstery.
- Effects of glazing cabinetry. How different glazes change the natural colors of woods.
- Choosing the right area rug. Size, style, and more. Do you put the sofa legs on it?
Be sure to check back next Monday for five more blog post ideas!
Time is Money in Paid Search
Posted by George Michie in Technology on August 30, 2010
My monthly paid search column for SEL in case you missed it.
In my last column for SEL I wrote about 6 common business fallacies that lead paid search managers to spend time unproductively. Unproductive work is costly in that someone internally or externally is paid to do work that adds no value, and that same person is prevented from doing work that is valuable.
Prioritizing tasks is difficult in the abstract: what is most impact-full for one account will be less important for another. Triage experience dictates that almost any weakness taken to an extreme can be devastating. Lousy, un-targeted, un-compelling ad copy can hurt quality score so much that bid management is irrelevant. Landing all the traffic on the homepage will hurt conversion so much that no amount of wizardry elsewhere will save the program. Account structures that prevent ad copy from being targeted can by itself sabotage performance. If there are just a couple of hundred keywords attempting to cover a product catalog in the tens of thousands, you will not be able to make the program hum until that problem is addressed. No question about it, if the account foundation isn’t reasonably solid the priorities below won’t make sense.
So, for the sake of argument, let’s assume we’re talking about a program where some time and thought were put into keyword development and the connection between keywords, landing pages and ad copy is reasonable. The question then becomes:
How should the paid search manager prioritize her/his time?
Here is how we think the priorities should go in tiers:
HIGHEST LEVERAGE ACTIVITIES
- Measure value accurately. The wonky data mining and paid search tips and tricks below are irrelevant if the program doesn’t accurately measure the value of traffic generated. In lead generation all leads are not created equally. Establishing a back feed of lead valuation info is the first order of business. For eCommerce sites measuring the margin rather than the sales is crucial if the spread varies across different parts of the inventory. For many there may be multiple success metrics that need to be track to understand the full value of traffic, including email sign-ups, catalog requests, and a host of different advertising revenue metrics for the arbitrage advertisers.
- Measuring spillover and breakage. For many advertisers, spillover to the call center is an essential part of the equation. Some products and services are more likely to have “clicks to bricks” influence than others. Even the online tracking isn’t clean. Javascript tracking drops between 10 and 30% of the traffic it’s trying to track.
- Measure cross channel effects. Those crediting only the last touch are likely to be losing sales to cannibalistic channels. Some folks even mistakenly credit brand paid and natural search (navigational searches) that follow visits from truly competitive marketing initiatives, blinding themselves to the real value of each channel.
- Think long and hard about cookie windows. The higher the ticket and longer the consideration cycle the more important cookie considerations become.
- Carefully develop efficiency targets. What is the role of paid search in the overall marketing plan? Is it a “cash machine”? Is it a prospecting vehicle focused on acquiring new customers? Or, recognizing that oftentimes “my” customer is also one of my competitor’s customers, is it focused as much on wallet share as anything? Have lifetime value considerations been carefully studied and baked into the above assessment?
Without a clear understanding of, and execution around the fundamentals above, the tactical issues below are merely window dressing. The above determines the size of the opportunity; what’s below can help determine how much of that opportunity is realized.
Sidebar rant: There are folks who don’t know how much value paid search traffic brings to the table because they haven’t set up the tracking and understood its limitations; haven’t thought about channel interaction; or even how much they should spend to generate a lead or a dollar in margin, and yet they still want to talk about account structure — it blows my mind!
HIGH VALUE ONGOING WORK
- Study performance by keyword and by clusters. The key to smart bid management is to marry the bids to the value of the traffic coming from each ad. A sophisticated bid management system will run the statistical analysis across all the different ways the data can be logically aggregated or disaggregated to determine the net effect of each variable. Absent such a platform, a smart analyst with a spreadsheet can look for important trends in the data that may help inform how they set bids (eg: “That’s interesting, when you look at the combined performance of all the terms that include words like “cheap, discount, bargain, wholesale” they perform as a group very differently than other words in the same product categories!”). Product categories, subcategories, geographies, manufacturer brand names, traffic volume level, keyword length…all kinds of ways to cluster the data.
- Get away from campaign budgets. If you’re hitting campaign budgets regularly you are wasting money, guaranteed. If there are legitimate reasons for budgeting use bidding to hit the target spend. Would you prefer to have 100 visitors at $1 each or 200 visitors of the same quality at $0.50 each? Pretty easy question to answer, yet so many folks rely on campaign budgets. As I argued before, campaign budgets are like guardrails: they’re a great safety feature, but they’re not a substitute for steering.
- Build out the Keyword list. Keyword list maintenance can be a daunting task at the highest levels, but for folks without tools, focus the build out around the top selling products and product categories. It may seem logical to focus efforts around keywords related to the stuff that isn’t selling, but remember that paid search is demand driven. Assuming the basic coverage is decent, build out the winning categories in depth first.
- Study user search strings. This is tremendously valuable for both negative creation and new keyword development.
- Hand-write copy for the top volume keywords. Writing keyword-specific ad copy for tens of thousands or hundreds of thousands of keywords is impossible, and not worth the time involved. However, having super-target, tested copy on the head is absolutely worth the time.
- Hand-pick landing pages for the top volume keywords. Landing traffic on the ideal page is tremendously important for conversion rates. Designing special pages may or may not be cost effective, but taking the bulk of the traffic to the best available page is well worth the effort.
- Study seasonal impacts on traffic quality. How much does the value of traffic vary with the seasons? If the answer is “significantly” for some categories of keywords then there is a significant opportunity for anticipatory bidding to capture more traffic as the season ramps up and avoid over spending as the season winds down.
- Study match-type and syndication partner performance. Add layered campaigns with exact match versions bid highest, modified broad match or phrase bid next highest, and broad bid lowest as the data dictates.
- Product-level keyword build out. This is hugely valuable for folks with makes and model numbers. Should be done once for every advertiser; must be done regularly for others. This can be less valuable for others, it just depends on the importance of the tail for that particular advertiser.
- Build and track geo-targeted campaigns. Folks with brick and mortar footprints, and lead-gen advertisers may find this most beneficial.
- Tie in Google product extensions if possible. The click-through-rate benefit is real and worth going after for folks with clean Google base feeds.
- Test landing page templates. Do sub-category pages convert as well as search results pages? Does sorting, or limiting the view of search results pages help/hurt conversions? These tests often need to be done across a wide portfolio of keywords to generate actionable volumes of data.
- Test “unique selling propositions”, static versus dynamic headlines and calls to action in the ad copy. It gets hard to raise the bar on copy after a while, but these tests are worth doing particularly in the early stages of a program.
- Test offer copy in the ads. Well-written promotional copy improves CTR and QS, but often brings in lower quality traffic as well. Find out early on whether touting promotions helps or hurts and apply the findings of those tests ongoing if the promo copy typically helps.
- Study time of day and day of week effects on traffic quality. Day-parting can have material benefits for some companies and not much for others. It’s worth investigating and making adjustments as needed.
- Build out content campaigns. Constructed properly and bid properly, content ads whether text or display can be cost effective. They’re not likely to be huge, and we recommend wading in slowly.
- Study keyword-level data over longer and shorter time windows. Sometimes interesting and actionable trends appear when you look at different windows than “normal”. We’ve found, for example, that keywords tied to particularly high-ticket items often have very low conversion rates. That can make them bounce from being “goats” to “heros” depending on the window of time studied; that fluctuation can result in irrational bidding and lost opportunity if not spotted. Keep statistical significance in mind.
- Play with Google’s Bid Simulator Data! You may find that there are opportunities to bid more aggressively and make up the lost efficiency in volume; and, you may find opportunities to drop bids and save significant amounts of money without losing much traffic.
- When available, add Product Listing ads, and non-brand site-links. We anticipate both will be material wins for well-managed programs.
- Evaluating a Paid Search Program A layered approach to assessing paid search effectiveness. Now is the time to raise the bar....
- Paid Search on the Margins In paid search the more accurately we can gauge and react to the "true value" of the traffic for each...
- Branding through Paid Search? We’ve seen clients reallocate branding funds from offline marketing efforts to paid search recently. Why search?...
VALUABLE PROJECTS AS TIME ALLOWS
This list is not intended to be complete, but a mixture of tried and true essentials and perhaps a few new ideas that folks haven’t tried yet.
I’m speaking at SMX East on the Industrial Strength Paid Search panel. Y’all come!
Related:
Useful links from RKG Blog
Posted by George Michie in Technology on August 29, 2010
Hi folks,
To avoid any appearance of link spamming, below are a list of “more information” links for my “Time is Money” Post going live at SEL on Monday 8-30-2010. If you’re a regular reader of RKG Blog, you’ll want to skip this one for now and wait for the full article at SEL or RKG Blog on Monday.
Measuring the value of traffic.
Measuring spillover to the call center
Javascript tracking drops between 10 and 30% of the traffic it’s trying to track.
Developing efficiency targets.
Advanced Keyword list maintenance.
The importance of anticipatory bidding.
Syndication partner performance.
How to calculate Day-parting rules.
Related:
- 2009 Best of RKG Blog A collection of our most enduring posts from 2009...
Do You Keep Anything Sacred in Social Media?
Posted by Alexandra in Business, Personal, Technology on August 26, 2010
I am fairly transparent…with my social media profiles. I don’t mind that people I know professionally see the more personal side of me. Most people know I love martinis and Boise State football. I tweet things that are not work-related and may sometimes border on unprofessional but I think it actually helps sculpt a fuller picture of who I am. People want to do business with people, and not with logos. May I turn a few people off by a few things that I say? Maybe/probably. However, I hope to endear more people by being more personable, by showing a sense of humor, and by being a real person–flaws and all (I know, you’re probably asking “what flaws?” and if so, you’ve been talking to my grandparents too much).
I do not limit who can see my tweets and our blog is completely open. I only limit my LinkedIn account to people that I know, especially from school or professionally, because I think that a LinkedIn connection is somewhat an endorsement in and of itself. However, on LinkedIn, I’m on my best behavior because that’s what people do on LinkedIn; they sit in their virtual suits with their virtual resumes and they virtually shake hands. They don’t fist pump, take tequila shots, and wear jorts (jean shorts).
Facebook is another story. When Facebook started showing business potential, we quickly jumped on the bandwagon with groups and then later with business pages. However, I always kept my Facebook personal profile for me. While it will not surprise any readers, there are probably pictures on there that I don’t want broadcasted to everyone and their mother, literally, and I have friends that post things on my wall that I might not want our banker to read. That’s okay- I use privacy settings for anyone who is not a friend. As Facebook has become more and more prevalent amongst professionals, I have started receiving many friend requests from people that I know purely in a professional capacity. I used to never accept these; I made a conscious rule that my Facebook profile was for me and I could share it with whomever I wanted (that would also like to be my friend in return, of course). A couple of months ago, when privacy settings became more robust, I started accepting purely professional contacts and put them on limited profile. I broke my own rules.
I immediately felt weird about it, but I felt worse denying someone that I do like “friendship.” As a result of breaking my own rules, I paid the price. It was a minor incident and, for all intents and purposes, a miscommunication. However, it was my fault and I knew better than to break my rules and boundaries. I knew what I was comfortable with and I should not have wavered.
Since then, I “defriended” everyone that I previously had on limited profile. If you are one of those people, I apologize. It has absolutely nothing to do with how much I like you or a change in the “status” of our relationship. I feel the same about you before the defriending that I feel about you now.
Is it not enough to connect with someone on LinkedIn and to follow them on Twitter? Can’t they like our Facebook business page? My Facebook profile is for me, and if it means that my friends get to know me better and end up referring business to us because they like me, then that is tremendous. Am I still friends with some people on Facebook that I first knew, and may primarily know, professionally? Yes. However, I feel comfortable with those people seeing more of my life. I won’t give you reasons and I don’t have to give reasons. It is my prerogative. It usually has to do with how cute your profile picture is. Of course I’m kidding but if I want that to be my friend guideline, then that is my guideline. It is not our company rule–it is my rule.
The bottom line that I’m making here is that even the most transparent of us social media people might want to have a sacred online place too. Don’t be offended if someone that you know does not choose to connect with you on a certain platform. Everyone has different rules and guidelines and we don’t all need to be hyper-connected.
This is obviously my opinion considering I started about 80% of the sentences in this post with “I” but “I” would be curious to know what you all think. Do you keep anything sacred or do you let it all hang out there?
Dean Woo Welcomes ’21st Century Men and Women’
Posted by Dan in History, Technology on August 25, 2010
Meredith Woo, dean of the College and Graduate School of Arts & Sciences, made some interesting remarks to incoming students and their families on Saturday, which she has posted on her blog.
She recalled the experiences of noted American historian Henry Adams, and his observations about the quickening pace of American life at the turn of the 20th century. Adams fancied himself as being more of a creature of the 18th century than the 20th, and wondered about his place in the world — much as the students’ parents may be marveling at the pace of change in the 21st century and wondering if they will be able to keep up with their children and their children’s children.
“Adams heard the roar of the rushing waterfall at the turn of the last century. I hear it today, coming even faster, bringing with it a similar fear, terror, and exhilaration at the speed of new knowledge,” Woo said. “In what complexities will the Class of 2014 think? We don’t know, but we do know they will be twenty-first century men and women, people for whom (quite unlike us) the twentieth century is of the past.”
There’s much to ponder there.
What are your favorite MySQL bug reports?
Posted by Xaprb in Technology on August 23, 2010
Bug reports can be fun. They can also be terrible. Either way they can be entertaining. On the Drizzle IRC channel today I saw a couple references to MySQL bug reports: it is stop working and Does not make toast (which reminds me of the Mozilla bug report about the kitchen sink). Got any other favourites1?
1 This one’s for Jay.
Related posts:
Made me laugh
Posted by John Wills Lloyd in News, Personal, Technology on August 23, 2010



