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Guy Cranswick

info@ibrs.com.au

Guy Cranswick was an IBRS advisor between 2002 - 2017 who covered Google (Apps and Search), broadband/NBN, Web 2.0 technology, government and channel strategy, including areas of business productivity. Guy had worked in the UK and France as Strategy Manager for Initiative Media and director of European operations for Modem Media (Poppe Tyson), the first online marketing and development company. In Australia, Guy was Senior Analyst at both Jupiter Communications and GartnerG2 covering online technologies and strategy in Asia-Pacific. He has published analytical articles in business and technology media, including the AFR, and was the winner of the Australian Institute of Management 2003 essay prize on the topic of corporate communications.

Conclusion: Short-term targets have affected planning but many companies will want to ensure that a qualified planning procedure will remove any shocks. This process can be isolated into various scenarios depending on market conditions. Scenarios minimise risk while maintaining the firm’s potential for reward relative to competitors.

The status of a market is affected by the number of competitors. This a major variable which could change rapidly, so it is significant to create a scenario for such a possibility and plot the effects and outcomes on the firm.


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Conclusion: For medium sized companies there is no opportunity to fail at the planning stage otherwise it’s burning the investment capital and not even dealing with the big ROI issues.

Whatever web analytics software is selected it ought to be accountable over four key criteria:

  1. Enterprise Resources

  2. Capital Invested

  3. Human Capital

  4. Web Productivity

This is a progressive evaluation of a system and is therefore robust enough to assess the return on investment over many dimensions.


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Conclusion: Over the next 5 to 10 years marketing to the mature, that is, over 50 consumers will become an essential element in the business of all types of enterprises as the entire population ages. The largest portion of consumers will be in this age group. Grasping the demographic difference will set a marker between those companies that can prosper and those that are living in the past.


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