How technology can help companies measure their purpose and values- Tempemail – Blog – 10 minute

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Companies that know and understand their purpose do better. Study after study shows that having a strong vision, well-defined values and a varied culture leads to improved financial results and a happier workforce.
While the idea of stakeholder capitalism isn’t new, it’s rapidly taking hold. Chief executives from 180 US companies say social responsibility should come before profit, and the World Economic Forum’s new Davos Manifesto seeks to ensure corporate leaders are taking their pledges seriously.
With corporate purpose and values in the spotlight, business leaders must take responsibility for ensuring the ideas are authentic, clearly communicated and accurately benchmarked. Defining and measuring success lies at the heart of this, with artificial intelligence, machine learning and data mining offering new ways to evaluate progress.
Done right, this could underpin a shift away from traditional metrics, such as profit and the bottom line, toward a holistic and dynamic overview of what’s being achieved.
Here are three areas in which we can all use technology to better understand our impact, regardless of industry or sector.
Reducing your carbon footprintPutting climate change and the environment at the heart of policy is a good first step for any corporation. It’s not just about reducing your own environmental impact, but also helping others to reduce theirs.
Harnessing ICT products and services can help lower everyone’s carbon dioxide emissions by as much as 20%. BT Group has pledged to achieve net-zero carbon emissions by 2045 and has already set and reached some rigorous science-based targets.
Investing in renewable energy sources, cutting emissions from buildings, and moving toward electric vehicles are just some of the steps to hitting these targets.
Technology can not only assist in setting and measuring these goals – it can help us achieve them too. For example, in cutting business travel. Where in the past employees might have jumped on a flight, constantly improving collaboration tools, not to mention augmented and virtual reality, now reduce the need for face-to-face meetings.
In a similar way, technology such as robotics or 3D printing can also help improve product and factory efficiencies, meaning fewer materials and resources are used to get the same, or even better, results. And artificial intelligence is already being used for the predictive maintenance of equipment.
The Internet of Things offers ways to utilize data to reduce carbon footprints. For example, Auto Mate – an IoT-enabled vehicle-monitoring system – collects fuel economy and carbon data and suggests ways drivers and fleet managers can act to improve their environmental impact.
Improving access to technology for all While using technology in this way can only be positive, we must also be mindful of those at risk of being left behind.
About half the world’s population doesn’t have access to the internet, cutting them off from opportunities and limiting their potential to build the skills they need to thrive. Improving this can bring benefits like mobile banking and access to financing to remote areas, while access to social media can give a voice to communities that may otherwise feel isolated.
It’s not just an issue for developing countries. In the UK, almost 12 million people lack the digital skills they need for everyday life. BT’s Skills for Tomorrow initiative aims to reach and help reskill 10 million people by 2025. By targeting teachers, young people, older citizens, small-business owners and families, the program has a wide and ambitious scope. It’s also gone global, with a three-year partnership with the British Asian Trust in India to enable girls to access information, skills and opportunities – improving their understanding of equality, supporting their employability, and informing them about support for good health.
Programs like these are vital to ensuring the proliferation of technology doesn’t create a two-tier society.
Treading the ethical tightropeIn a similar way, making sure the spread of technology is also ethical should be central to any measure of success. While we’ve focused on the benefits these advances can bring, corporations must also guard against the potential for them to be misused, either intentionally or unintentionally.
Corporate leaders should work with their stakeholders to help people feel safe online and instill confidence that their transactions and data are secure, while also protecting privacy and freedom of expression.
For example, when we harness the power of artificial intelligence, we need to make sure we understand how it is making choices and that those decisions don’t include an inbuilt bias caused by the data.
Regulation alone is not the answer. All corporate leaders need to step up to gain trust and ensure their data is not misused.
As technology reshapes our world, corporations can take advantage of new and innovative approaches to benchmarking success. We have discussed a few ways it can enhance the power of communications while also creating a meaningful impact, as well as some alternative metrics that can underpin corporate benchmarking and help plot a course for the future.
Understanding corporate purpose and measuring its results is a task that’s constantly evolving. In 2020, business leaders must ensure all stakeholders are included and served, ensuring people remain the focus as technology marches on.
Authored by Jennifer Artley, Managing director, Technology, Life Science & Business Services, British Telecom

If you have an interesting article / experience / case study to share, please get in touch with us at [email protected]

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How technology can help companies measure their purpose and values- Tempemail – Blog – 10 minute

Read Article

Companies that know and understand their purpose do better. Study after study shows that having a strong vision, well-defined values and a varied culture leads to improved financial results and a happier workforce.
While the idea of stakeholder capitalism isn’t new, it’s rapidly taking hold. Chief executives from 180 US companies say social responsibility should come before profit, and the World Economic Forum’s new Davos Manifesto seeks to ensure corporate leaders are taking their pledges seriously.
With corporate purpose and values in the spotlight, business leaders must take responsibility for ensuring the ideas are authentic, clearly communicated and accurately benchmarked. Defining and measuring success lies at the heart of this, with artificial intelligence, machine learning and data mining offering new ways to evaluate progress.
Done right, this could underpin a shift away from traditional metrics, such as profit and the bottom line, toward a holistic and dynamic overview of what’s being achieved.
Here are three areas in which we can all use technology to better understand our impact, regardless of industry or sector.
Reducing your carbon footprintPutting climate change and the environment at the heart of policy is a good first step for any corporation. It’s not just about reducing your own environmental impact, but also helping others to reduce theirs.
Harnessing ICT products and services can help lower everyone’s carbon dioxide emissions by as much as 20%. BT Group has pledged to achieve net-zero carbon emissions by 2045 and has already set and reached some rigorous science-based targets.
Investing in renewable energy sources, cutting emissions from buildings, and moving toward electric vehicles are just some of the steps to hitting these targets.
Technology can not only assist in setting and measuring these goals – it can help us achieve them too. For example, in cutting business travel. Where in the past employees might have jumped on a flight, constantly improving collaboration tools, not to mention augmented and virtual reality, now reduce the need for face-to-face meetings.
In a similar way, technology such as robotics or 3D printing can also help improve product and factory efficiencies, meaning fewer materials and resources are used to get the same, or even better, results. And artificial intelligence is already being used for the predictive maintenance of equipment.
The Internet of Things offers ways to utilize data to reduce carbon footprints. For example, Auto Mate – an IoT-enabled vehicle-monitoring system – collects fuel economy and carbon data and suggests ways drivers and fleet managers can act to improve their environmental impact.
Improving access to technology for all While using technology in this way can only be positive, we must also be mindful of those at risk of being left behind.
About half the world’s population doesn’t have access to the internet, cutting them off from opportunities and limiting their potential to build the skills they need to thrive. Improving this can bring benefits like mobile banking and access to financing to remote areas, while access to social media can give a voice to communities that may otherwise feel isolated.
It’s not just an issue for developing countries. In the UK, almost 12 million people lack the digital skills they need for everyday life. BT’s Skills for Tomorrow initiative aims to reach and help reskill 10 million people by 2025. By targeting teachers, young people, older citizens, small-business owners and families, the program has a wide and ambitious scope. It’s also gone global, with a three-year partnership with the British Asian Trust in India to enable girls to access information, skills and opportunities – improving their understanding of equality, supporting their employability, and informing them about support for good health.
Programs like these are vital to ensuring the proliferation of technology doesn’t create a two-tier society.
Treading the ethical tightropeIn a similar way, making sure the spread of technology is also ethical should be central to any measure of success. While we’ve focused on the benefits these advances can bring, corporations must also guard against the potential for them to be misused, either intentionally or unintentionally.
Corporate leaders should work with their stakeholders to help people feel safe online and instill confidence that their transactions and data are secure, while also protecting privacy and freedom of expression.
For example, when we harness the power of artificial intelligence, we need to make sure we understand how it is making choices and that those decisions don’t include an inbuilt bias caused by the data.
Regulation alone is not the answer. All corporate leaders need to step up to gain trust and ensure their data is not misused.
As technology reshapes our world, corporations can take advantage of new and innovative approaches to benchmarking success. We have discussed a few ways it can enhance the power of communications while also creating a meaningful impact, as well as some alternative metrics that can underpin corporate benchmarking and help plot a course for the future.
Understanding corporate purpose and measuring its results is a task that’s constantly evolving. In 2020, business leaders must ensure all stakeholders are included and served, ensuring people remain the focus as technology marches on.
Authored by Jennifer Artley, Managing director, Technology, Life Science & Business Services, British Telecom

If you have an interesting article / experience / case study to share, please get in touch with us at [email protected]

Tempemail , Tempmail Temp email addressess (10 minutes emails)– When you want to create account on some forum or social media, like Facebook, Reddit, Twitter, TikTok you have to enter information about your e-mail box to get an activation link. Unfortunately, after registration, this social media sends you dozens of messages with useless information, which you are not interested in. To avoid that, visit this Temp mail generator: tempemail.co and you will have a Temp mail disposable address and end up on a bunch of spam lists. This email will expire after 10 minute so you can call this Temp mail 10 minute email. Our service is free! Let’s enjoy!

Why marketers need to unite on how we measure impact- Tempemail – Blog – 10 minute

Working at a performance agency, my job put simply, is to generate revenue for our clients. So it’s probably no surprise that we use revenue-based metrics such as Return on Investment, Cost per Action and Return on Ad Spend to define performance. These metrics allow us to calculate and understand the success of our campaigns. When we plan and forecast, we do so in fixed time periods; typically weeks and months, and we set our targets based on the business’s needs.
I completely understand the need for targets; businesses need to be profitable and people need to be held accountable for performance. But revenue based targets set over fixed, short term time periods have side-effects.
Short term targets lead to poor decisions
We continually analyse and benchmark each piece of marketing activity on whether targets are being met. We analyse in great detail, on a daily or weekly basis, what’s ‘working’ and what isn’t, allowing us to optimise and improve performance. Typically, if we spot something that isn’t hitting our target, we make a call on whether to test and improve, or to move that budget into other activity.
Inevitably, the behaviour of analysing over short time periods and looking at revenue-based metrics, results in the same outcome every time; focusing on tactics that return a profit instantly. Instant profit is what every marketer dreams of, but in the world of digital marketing, this tends to limit us to tactics that favour the end of the purchase journey, such as paid search or remarketing. This also tends to be the easiest activity to track and attribute, which further feeds our views on it being the most lucrative. However, it limits us to targeting users who are actively showing intent and are in-market for your product or service right now.
Naturally, all marketers have rushed to the same place to target these in-market audiences, through paid search and social platforms. The continual year on year revenue growth by the giants of Google and Facebook are testament to the billions of pounds in marketing budget that are being placed here. Over recent years, brands have piled more and more of their budget into bottom of the funnel activity, turning off the less attributable, broader targeted, brand building activity such as TV.
The battle at the bottom of the funnel
The truth about tactics such as paid search and paid social, is that they’re more expensive than you might think! Firstly, if we study the mechanics of how these platforms operate, they trade on an auction basis; and the highest bid wins. As a brand marketing on these platforms and bidding against your competitors, you’ll find that over time, your profit margin will eventually be eroded. While there is a profit margin, brands can afford to outbid each other, fighting to maintain position in the search results, or in a user’s timeline until slowly, competitors are priced out.
That’s why recent trends show the cost of a paid search click rising at five times the rate of inflation. This is a battlefield, and it’s only getting harder.
But the real cost to brands is that, while focusing more and more energy in this space, we’re forgetting to invest in how our brands are perceived, remembered and valued by our potential customers. Performance has been mistaken for quick returns, instead of long term growth and the value of the brand is being diminished.
A change in behaviour is needed for peak performance
While all of this continues to distract us, the basic truths of marketing stay the same. Countless studies by the likes of Binet and Field have shown that emotion-led brand building activity will result in a greater return on investment over long periods, when compared to the short-term return of direct response campaigns.
But when benchmarked against the wrong targets and put under pressure to make quick returns, tactics that deliver long term performance are off the table. Marketers will cut any activity that isn’t helping them hit their target, before it has a chance to deliver.
This isn’t anything new, but if marketers want to grow successful brands over time, it requires a change in behaviour. If your marketing activity is benchmarked on weekly and monthly targets, and your reporting structure puts pressure on you to deliver instant results, you’re heading for a challenging future.
At RocketMill we understand this challenge, which is why we work with clients to deliver our Total Performance strategy; a marriage of the short and long term that aims to deliver performance in both. When audiences are not actively in-market, we can serve them an emotional brand building experience and when they become active and have signalled an intent to purchase, we can serve them more rational communications that give them reasons to buy.
Doing this well might require you to hold your nerve, and ask the difficult questions, but if your brand is going to stand the test of time, it’s a necessity.

Tempemail , Tempmail Temp email addressess (10 minutes emails)– When you want to create account on some forum or social media, like Facebook, Reddit, Twitter, TikTok you have to enter information about your e-mail box to get an activation link. Unfortunately, after registration, this social media sends you dozens of messages with useless information, which you are not interested in. To avoid that, visit this Temp mail generator: tempemail.co and you will have a Temp mail disposable address and end up on a bunch of spam lists. This email will expire after 10 minute so you can call this Temp mail 10 minute email. Our service is free! Let’s enjoy!