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The recent announcement that Sir Dave Brailsford has stepped down as British Cycling performance director to concentrate on Sky team management reminded me of his famous philosophy for improving performance from his team and how it can be applied to digital marketing.
British Cycling describe his marginal gains philosophy as perhaps his greatest British Cycling legacy. The technique is encapsulated by this quote:
“If you broke down everything you could think of that goes into riding a bike, and then improved it by one percent, you will get a significant increase when you put them all together,”
Implementing his marginal gains approach initially led to success in Chris Hoy’s gold in the kilometre time-trial and Bradley Wiggins’ gold in the individual pursuit in Athens. More recently, multiple Olympic gold medals and the Tour de France victories by Wiggins and Froome again showed the technique in action.
With results like this, unsurprisingly this philosophy has been discussed around how it can be applied in the business world too, so I thought it would be interesting to step through how this can be applied to digital marketing.
First, it’s worth exploring more how Brailsford explains how the approach is applied to cycling. In this 2010 article on the aggregation of marginal gains. He explains it with this example:
“It means taking the 1% from everything you do; finding a 1% margin for improvement in everything you do. That’s what we try to do from the mechanics upwards.
If a mechanic sticks a tyre on, and someone comes along and says it could be done better, it’s not an insult – it’s because we are always striving for improvement, for those 1% gains, in absolutely every single thing we do.”
He also gives the example of Nicole Cooke winning road gold in Beijing:Applying the aggregation of marginal gains approach to digital marketing
So, how can we apply this approach to digital marketing? You can see that the mindset of marginal gains is closely linked to the mindset of data-driven marketing and improving online sales through conversion rate optimisation. Many companies are already following this approach at level 4 and 5 of what we called Always-on marketing in our research on Managing Digital channels from earlier in the year:
To create this “Always-on” philosophy of testing and improvements these are the actions that I have seen working with companies who are applying the marginal gains approach to digital marketing.
1. Adopt the optimisation mindset. Optimisation is a way of thinking in the same way that British Cycling and Sky call their approach a philosophy. Optimisation requires a dedicated process and resource. It is difficult to make it part of existing processes or roles.
2. Gain senior support for resourcing and optimisation initiative. In all companies, a senior manager who champions optimisation is needed. They can help ring fence the resource and time needed for continuous optimisation. Without this other campaign activities will tend to always take chúng tôi research on supporting digital initiatives from PwC shows that leading organisations have a champion for major digital initiatives.
3. Use specialist resource. Brailsford brought in many performance specialists such as nutritionists and psychologist Steve Phillips. In the digital marketing world, although vendors of AB/multivariate testing services will say that it is easy to setup a test and this is true, designing the test and evaluating the results at the right level of statistical confidence is not. Specialist CRO consultants and agencies can help here.
4. Identify and prioritise your performance drivers across customer touchpoints. Optimisation is much broader than testing some key landing pages. Every page template on the site can have an impact as can media through remarketing and email marketing, even more with targeting and personalisation. Persuasion needs to be optimised across the whole customer journey.
Here are some common digital marketing optimization initiatives, which would you add?
Conversion rate optimisation. Removing inefficiencies in customer journeys and optimising different page template types using AB and multivariate testing.
Email marketing optimisation. Testing subject lines and email creative – particularly for automated emails that are used to boost conversion or retention.
Social media optimisation. Defining the best type of content and timing using SMO.
Media optimisation. Improving the efficiency of display ad investments across publishers and social networks by refining bidding and creative, for example using Real-time bidding services or AdWords display network optimisation.
So, there are many optimisation techniques that can be applied IF their importance is recognised and they are resourced accordingly.
A final point to bear in mind is that many of these techniques centre on boosting efficiency rather than communications effectiveness. Often, bigger gains are possible through improvements to the good old 4Ps of the online marketing mix, that’s Product, Price and Place (Promotion is well covered by optimisation). Developing a desirable, engaging brand is also part of this mix. I’m reminded of an AB test I was involved with for a credit card provider where it was all about the rate on the card rather than the page layout, creative and copy. The product managers needed to look at that to get the improvements needed.
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Citing an increase in IT spending across all sectors of its business and all global geographies, IBM announced record revenue and earnings for the first quarter that exceeded analyst projections.
After the close of trading on Monday, IBM (NYSE: IBM) reported a first-quarter profit of $2.6 billion, or $1.97 per share, a 13 percent improvement from the $2.3 billion, or $1.70 per share, from the same quarter last year. Revenue rose 5 percent year-over-year to $22.9 billion.
Analysts on average had expected earnings per share of $1.93 on revenue of $22.7 billion, according to a consensus survey by Thomson Reuters.
However, while IBM CFO Mark Loughridge was optimistic about the overall economic climate during a conference call with analysts, he pointed out some of the more near-term indicators of strength for his company.
Total Global Services revenues increased 4 percent with $12.3 billion in services contracts signed, including 13 contracts greater than $100 million. Consulting services signings were up 18 percent, with 25 percent of signings related to Smarter Planet and Business Analytics.
IBM now has a services backlog of $134 billion at actual rates, compared with $126 billion in the first-quarter 2009.
The one real area of services weakness came in IBM’s Application Management Services group, where revenue fell 23 percent, or $700 million, over the same quarter last year. Loughridge’s explanation is that AMS had enjoyed a particularly strong quarter last year, so it was hard for the group to match it.
The better news, in his view, was that there was an 18 percent year-over-year growth in revenue from outsourcing and consulting, a service that’s often the first to be cut when belts are tightened.
“This is important because consulting has been a leading indicator and has the greatest impact on near term-performance,” Loughridge said. “We expect our services business to return to modest growth in the second quarter.”
Software revenues for IBM totaled $5.0 billion, an increase of 11 percent from a year ago. Among the best performers were Tivoli, up 23 percent, while WebSphere business was up 13 percent and information management was up 11 percent. Sales of ILOG software rose 30 percent from a year ago, thanks to its use in IBM’s Smarter Planet program.
Systems and Technology, IBM’s hardware business, delivered $3.4 billion of revenue for the quarter, up 5 percent year over year. It saw an 11 percent sequential improvement in hardware sales, in particular for storage, System x and the Power 7 mid-range. Loughridge said x86 blade sales rose 55 percent year-over year.
IBM continues to pursue HP and Sun customers, racking up another 170 competitive wins for $125 million in business for the quarter, Loughridge said. Most of that share came in low- to mid-range systems. He said that IBM will introduce the next-generation of its System z mainframes coming in the second half of the year as well as some new high-end System p computers running IBM’s new Power 7 processor.
Big Blue’s Global Financing segment revenues decreased 7 percent from last year to $537 million. Loughridge said that this quarter’s economics were driven more by business opportunities than currency. “With a strong dollar, currency was less of a help,” he said. Adjustments for the dollar only changed things by 5 percent instead of the usual 6 to 7 percent and impacted revenue by $250 million.
“So business was better than expected,” Loughridge said.
IBM said it now expects to earn $11.20 a share in 2010, up from its prior projections of $11 per share. Analysts had projected an average FY2010 EPS of $11.12 a share.
The company also said it expects constant-currency revenue growth for IBM and for its total services, software and hardware businesses in the second quarter.
Andy Patrizio is a senior editor at chúng tôi the news service of chúng tôi the network for technology professionals.
Earlier this year, Microsoft solidified its focus on AI by introducing its GPT-4 powered Bing AI, which has had its fair share of the limelight. Eventually, we saw the integration of Bing AI into Windows 11 with the new Windows Copilot and now, Microsoft is looking to make your shopping experience much more easier with AI. Here’s a look at what this is about.Use Bing and Edge To Shop With AI!
As per the official announcement, Microsoft is looking to offer a “fully immersive shopping experience” to Bing and Edge users by combining AI with online shopping. There is a slew of AI tools within the Bing Search Engine and the Bing AI chatbot located in the Edge Sidebar.
The first update is in the form of Buying Guides. As the name suggests, based on your input keywords, the AI will create comprehensive buying guides and curated lists that fit your requirement. For example, if you are looking to build a PC, you can simply type “PC Build” in the search bar. The AI will create an expansive list that will include all the peripherals to complete a PC buildup. It will give you options for monitors, CPU choices, GPU choices, case choices, keyboards, and much more.
Additionally, you can also see side-by-side comparisons of similar products to make better purchase decisions. This feature is available right away in the U.S. for both the Bing sidebar and the Edge Chat. Global rollout of this feature has started as well and you can expect it to reach more regions soon. You will be able to access this feature via your PC and mobile devices as well.
In this way, you can be sure to get the best deal for the products you want. Even after you have completed your purchase, the AI will monitor the product price and will let you know if there is a better deal available on a similar product elsewhere. This will be an in-built feature and will be automatically initiated whenever you access shopping tools. It will soon arrive in the U.S. There is no word on a global rollout.
The last feature is in the form of Summarized Reviews and Insights. So, you have selected the monitor you want to buy and are aware of the best time of purchase. Now, how do you know if your choice is the best one? Maybe there is a better option available out there. Maybe you have overlooked a major con of the monitor. And even if none of this is your concern, based on the myriad of options available online, it is often easy to feel overwhelmed.
This comes after Google’s attempt to make shopping easier with AI using Search and Bard. There’s a virtual try-on feature to let you pick out the clothes you want and try them out online to know how well they fit you. Similarly, you can input your purchase query and Google’s generative AI will curate a list for you with current pricing, reviews, buying links, and other relevant information. You will be able to see the key pointers to keep in mind before making a purchase decision.
POV: Celebrating Pride Month Amidst a Context of Gains and Setbacks for LGBTQIA+ Rights
Photo via iStock/Ryan Rahman
Pride MonthPOV: Celebrating Pride Month Amidst a Context of Gains and Setbacks for LGBTQIA+ Rights We need to recognize the challenges the community still faces
In 2024, the US Supreme Court, in Obergefell v. Hodges, guaranteed the right of same-sex couples to marry. Last year, President Biden signed the Respect for Marriage Act, codifying into law this fundamental right. From an historical perspective, this marked a rapid shift from a status quo that denied the basic human rights of same-sex couples to one that has begun to support them, however imperfectly. Just a little over a decade ago, the prospect of federally recognized marriage equality seemed far off, with even some of its eventual supporters, such as President Obama, initially opposing it. Then—happily, seemingly suddenly—it became the law of the land.
There are a range of reasons for the speed of this change, but surely a key driver of progress has been a wider acknowledgement that to deny LGBTQIA+ populations the fundamental right to be who they are is to deny them the possibility of living fully realized lives. It is an attack on the central autonomy of human beings, the capacity to live in a way that reflects our innermost selves. As the visibility of LGBTQIA+ populations increased, more and more Americans saw the cruelty of denying this population these rights. In the majority opinion for Obergefell v. Hodges, Justice Anthony Kennedy wrote of same-sex couples: “Their hope is not to be condemned to live in loneliness, excluded from one of civilization’s oldest institutions. They ask for equal dignity in the eyes of the law. The Constitution grants them that right.” This decision reflected the core function of a politics that supports healthy populations—the upholding of dignity through law and policy. It was a step towards a politics that finally respected the fundamental autonomy of LGBTQIA+ populations by affirming their ability to be who they are, to love who they love.
As we reflect on Pride Month, it is worth taking a moment to think about the meaning of pride in the context of LGBTQIA+ rights. For a long time, to be a member of this community meant facing conditions of stigma and shame, which often forced LGBTQIA+ identifying people to hide or downplay their identities. In celebrating pride, we celebrate the visibility, acceptance, and imperfectly realized progress that is helping to shape a better world for LGBTQIA+ populations. Pride also acknowledges that, even as we work for progress, the dignity and worth of this population is not dependent on broader societal attitudes. It is not up for debate. The dignity of LGBTQIA+ populations is inherent in the fundamental humanity that we all share. No matter the historical moment—whether in the days when LGBTQIA+ identity was criminalized, during the height of the AIDS crisis, or in the present moment of progress and challenge—there has always been cause for pride. The LGBTQIA+ population has always been here, making essential contributions to our collective life. There has always been much to celebrate, even as our society has been far too slow in acknowledging this. Pride Month, then, is about making up for lost time as much as it is for celebrating the moment. It is a time to celebrate for all those who could not, to mark both the present and the past, to look ahead to a better future, and to recommit to making this future a reality.
We all have a fundamental human right to live in accordance with who we are, with our deepest nature. An assault on a population’s identity is an assault on the fundamental core of dignity and autonomy that enables health. Attacks on transgender populations, efforts to roll back the rights of same-sex couples, bigotry and phobia in the public square—we should call these what they are, an abrogation of our collective responsibility to support the health for all by supporting the dignity of all. They are also, at their core, expressions of fear. Fear of “the other,” fear of change, fear of the truth about ourselves and our society. Fear can do much harm to the health of populations. But there is an antidote to fear: love. It is the love of same-sex couples and their allies working for decades for the right to marry. It is the love of parents for their transgender children. It is the love of those who are willing to look beyond bigotry to see the humanity of those they once vilified. Love is stronger than hate, stronger than the forces that would take us back to a less compassionate, less inclusive status quo. This love is at the heart of Pride Month. It is a love which strives towards justice, because, in the words of Cornel West, “Justice is what love looks like in public.”
Acknowledgement: I am grateful to Eric DelGizzo, media engagement associate at SPH for his contributions to this POV.
Sandro Galea is dean and Robert A. Knox Professor at Boston University’s School of Public Health. He can be reached at [email protected].
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Last week we started to see an early pump in the crypto market and bitcoin managed to hold its head above the $21,000 mark. There are many different kinds of altcoins which started to rise such as Stellar (XLM) and Fantom (FTM) but there is one new altcoin on the block which has got the whole crypto community excited and it’s called Orbeon Protocol (ORBN), which has the potential to show 100x gains in the short term future.Stellar XLM ready for a rebound as the crash stalls
Stellar (XLM) was facing a crash for a long while, but as the crash begins to stall and Stellar XLM slowly stops losing value, now there is nowhere to go but up. For those who bought into Stellar XLM recently at its lower value, all you have to do is hold on to the Stellar XLM coins that you do have while the currency goes up in value.
Stellar XLM is definitely a coin you could gain 100x value on if you bought very low and sold very high. With Stellar’s current position, very low as it is, now would be the best time to do that.Fantom FTM freefall slows after nearly a year
Unlike Stellar XLM, Fantom (FTM) has been in freefall for nearly a year. Fantom (FTM) has not had any real success in almost twelve months, and the few short periods of growth that it did have were not long at all. Now that Fantom’s freefall is finally beginning to slow, however – after a tremendous period of time – similar to Stellar, upwards should be the direction from here.
Fantom (FTM) can only decrease in price so much. Since Fantom (FTM) has already gotten past all of that, now is the best time to buy in, while the currency is worth very little. Once prices start to rise again, you can expect people to buy in, and your chances at making a 100x gain off of Fantom are low and few indeed. Investing in Fantom (FTM) now, rather than later, is the best decision.Orbeon bounding towards success, huge presale
Orbeon Protocol is a project designed around crowdfunding and venture capital through the clever use of NFTs and blockchain technology. Orbeon’s launchpad allows anyone to fractionally invest in startups that have the potential to become the next Google or Facebook.
For decades the everyday investor has been unable to invest in high growth companies unless they happen to be a venture capitalist or angel investor and most crypto projects nowadays are heavily backed by VCs making it difficult for normal investors to buy tokens at cheaper prices, Orbeon’s mission is to change this.
Still in its first stage of its $10.5m presale Orbeon has already managed to sell over 93 million ORBN tokens, and with so much value being added to the project, it’s hard to tell where the token is going to fail in achieving a 100x return of it’s token holders.
Crypto experts and analysts have predicted the price of the Orbeon token to rise significantly after it launches and some have placed price targets as high as $0.40 per chúng tôi the massive push behind Orbeon, the token can only succeed, especially with it being tied to such a new, popular idea.Conclusion: Orbeon investment could result in 100x gain
Investing in Orbeon could result in as big as a 100x gain on your investment. Consider investing in Orbeon if you’re interested in getting a huge profit in the short to medium term, or making massive windfall profits in the long term. Orbeon is a coin that could be really great, and many people are likely going to get wealthy by investing in it.Find Out More About The Orbeon Protocol Presale
In these day’s international of digital development, matters have changed for the betterand when it comes to education and getting to know, there’s no debate approximately how the sector of lecturers has risen to a whole new degree of digitisation.
College/school students in recent times no longer must knock on the doors in their professors physically. At present we all used digital platform, the role of technology in the education of the Future is very robust and essential part.
you’re immediately delivered to a multitude of research materials, references, samples and a plethora of topics to read and recognise approximately.
A lot so, you’ll get in contact with essay help on line and different instructional experts to have their assignments customised for easy referencing and this is the effect of the role of technology in the education of the Future.Here’s how it is changing the Role of Technology in the Education of the Future 1. Digital classrooms prove to be pretty helpful
Digital school room refers to the circumstances wherein college/school students get to study and have interaction with real-time tutors through digital communique.
Opposite to the traditional modes of teaching, digital lecture rooms are stated to be smarter in lots of methods and this happen because ofthe role of technology in the education of the Future.
Right here’s the whole you want to understand
It allows in promoting better information retention, as students get to participate greater actively in classes taught through augmented truth projector displays.
As an end result, it Adopts creative wondering abilities amongst college/school students.
Cloud structures such as google Drive, Microsoft Azure and the likes make it less complicated for instructors and college/school students to manipulate and collaborate, no matter the location.2. Social media is making its presence felt in education
96% of students with internet get admission to have already incorporated social media networking technology.
No longer most effective college/school students but principals and directors also are being benefitted by using social media.
They get to proportion school/college news through social media bulletins and hold meetings with mother and father thru on-line modes of verbal exchange via social media.
Students get to stay connected with their classmates thru digital communities, brainstorm over study room instructions, percentage ideas via normal updates on social media pages etc.3. Video mastering modules show to be similarly beneficial
Using video content material in the school room is stated to increase gaining knowledge of and allow college/school students to locate multiple interactive approaches to access their direction lessons.
Right here’s how it’s far converting the face of training in an all at once beneficial manner and this miracle happen only by the role of technology in the education of the Future.
The how-to academic films available on the net build up what college/school students have already discovered or studying in class.
Further to it, on-line instructional motion pictures are stated to be pretty fresh for the scholars as they get toKnow about numerous subjects in motion photo codecs.
This, as an end result, kills boredom or monotony that one may increase within the limited walls of traditional lecture room coaching.
No wonder, 86% of young newcomers frequently consult with video apps and structures including YouTube to learn new things through themselves.4. Smartphone devices are replacing blackboards
Earlier, students used to study blackboards as their go-to screens to consult what has been taught in class. Instructors could list out all key takeaways of the lesson on chalkboards, and college/school students could be aware of the identical of their exercising books.
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At a Notre dame instructional institute, it’s been observed that Students majoring in philosophy choose to use their mobile telephone gadgets to get the stick of sure lessons.
In preference to going thru overly complicated and compressed textbook material, college/school students are seen attractive with philosophy writing via interactive digital essays on cell devices.
Numerous Californian educators have deployed snapchat as a flashcard device to assist students of ecology in figuring out one of a kind species of bird.
In line with a current survey, a huge 94% of college/school students want to apply mobile Telephone gadgets in lecture rooms for instructional functions.5. On-line instructional boards are a blessing in screen
The maximum beneficial component of online education systems is that they’re price-efficient. you need nothing but a stable net connection, and you are accurate to head.
Permit’s take a look at how digital instructional boards are Reforming training
As an example, a student suffering with a complicated verbal analysis essay can clearly avail on-line essay writing offerings to acquire reference materials and samples.
This helps him/her to recognise how to get started with a selected academic challenge without just counting on the know-how of private tutors, magnificence teachers or professors.
Platforms along with khan academy, ResearchGate, Coursera and edX provide well-knit academic samples and other studies materials for college/schoolstudentsto get admission to on the cross.6. Artificial Intelligence is the cherry on the cake
How can we no longer communicate approximately AI improvements when it comes to the future of generation in reforming the destiny of education? the utility of artificial intelligence in schooling is selling like hotcakes, it is specified that the idea of one-to-one tutoring on a huge scale has been possible due to the appearance of AI.
AI is the miracle for digital platforms and this miracle is happened by the role of technology in the education of the Future.
Right here’s what you need to understand
AI tools together with presentation translator can make Global lecture room to be had to all with the help of developing real-time subtitles because the educator speaks. This facilitates students speaking extraordinary languages in getting the hang of the lessons taught on line.
AI is being utilised to automate duties on behalf of school and university administrators. As AI steps in, educational administrators find it less complicated to perform powerful enrolment and admission approaches.
AI-pushed apps which include 0.33 space studying, brain, and smarted are already being adopted to personalize Textbook content, such apps also are said to attach students from everywhere in the global.To End With
In line with a record, about 63% of K-12 instructors use generation in the lecture rooms. introduced to this, using technology in education among college students is predicted to increase by using 47.5% by using 2023.
Considering the existing scenario and the projected future of academics inside the fingers of technology, evidently things will simply improve for the Higher.
Education is clearly one of the awesome domains a good way to be benefitted and this is all impact of the role of technology in the education of the Future.
Anjula jangir is a teacher and content writer. Her passion for helping people in all aspects current technology, health, fitness and wellness and also in self-development. Her latest work on all these topics for students and for those people who want to stay healthy and develop something new in themselves.
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