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Google Analytics

New Features coming to Google Analytics

By Morgan International Staff Writers 

Google’s recent announcement of their ‘Advanced Analysis’ tool has given Google Analytics 360 customers cause for excitement. The new tool offers three new techniques to help webmasters discover new things about their visitors’ browsing behaviour. These are:

  • Exploration
  • Funnel Analysis
  • Segment Overlap

Let’s briefly consider what each of these involves.


Google have sought to present data in an intuitive way that’s easy for users to explore. You’ll have access to multiple analysis tabs, and you’ll be able to organise variables by dragging and dropping them. While this doesn’t actually provide you with new data, it does make the existing data far more easy to interpret and act upon.

Funnel Analysis

These changes apply to the Custom Funnels feature in Analytics 360. As it stands, you can add up to five steps along the way from the initial visit to the purchase. The new tools allow for up to ten, allowing for a greater depth of insight into the purchasing process. You’ll be able to see exactly which people are navigating away, and at which point in the visit. This will allow you to focus your attention on those areas of weakness, and thereby secure better conversions.

Segment Overlap 

Segment Overlap is another data-interpretation facility that displays your users via a Venn diagram. So, if you’d like to see which proportion of people who make purchases come back to your site to make another, you’ll be able to do it fairly instantaneously. You’ll also be able to zoom in on key demographics, which, among other things, allows you to evaluate how effective your marketing efforts have been.

In Conclusion 

Modern webmasters are swamped in data. If they don’t have the tools to interpret that data, then they can’t make use of it. These latest functions make life just that little bit easier. Google are rolling out the beta over the next few weeks, allowing Analytics 360 customers to familiarise themselves with the new features in order to get the best from them. If you’d like to learn more, then why not enrol in our courses? The CDMS strategy course devotes an entire module to analytics, and will provide a rounded skillset for would-be online marketers.

Talent poachers

How to Fend off Talent Poachers

By Morgan International Staff Writers 

Talent Poaching is a big issue for organisations. If you hire the best and then train them to be even better, it is no surprise that another business comes along to try and steal those people away. Not only have you invested a lot in them, they have a huge amount of intrinsic knowledge, and worse, know-how that you do not want your competitor getting access to. Even if your organisation is extremely cash rich, you can’t end up in high stake bidding wars every time an employee threatens to leave.

So the big question is, how can you make your organisation a place that people want to stay, where it is not all about the money?

  • Share a vision

Nike’s vision is to “Bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)” For the Alzheimer’s Association it is “A world without Alzheimer’s disease.” Whilst very different visions, they are both powerful messages – they have a clear direction that people can get behind and feel part of. The vision must be authentic and it must be at the centre of everything the organisation does. It should be almost like a membership card that employees are carrying around – their commitment to delivering upon that vision every day.

  • Give employers power

People want to feel that they have responsibility for achieving something, and that the results are clear for all to see. Get people involved, give them something that they need to deliver. Make people accountable and give them a reason to care. You need them to feel a commitment to what they are doing at the organisation – that they are important and integral.

  • Have a stand out culture

Organisational Culture is that really hard to define, intangible set of characteristics that bind employees together. You can’t create a culture overnight. It grows organically and should be nurtured. Culture is important because when it is strong within an organisation, it can provide a sense of belonging that makes employees reluctant to leave.

In Summary

There will always be turnover within any organisation and it is important to have renewed ideas coming in to promote innovation. However retaining the best talent is a priority for most businesses. We have shared some top tips to avoid poaching, but it is also useful to take advice from an HR professional who can devise retention strategies.

Ethical supply chain

5 Tips for the Ethical Supply Chain in 2018

By Morgan International Staff Writers 

The world we are living in is changing and individuals and businesses are increasingly paying attention to the ethical attributes of their supply chains. Some of that interest is altruistic and some of it is surely driven by the desire of their customers to be more socially responsible. These are our 5 top tips to maintain an ethical supply chain in 2018.

  1. Do your due diligence

Before you begin working with vendors, or indeed their vendors, plan out how you are going to find out if anything unethical is happening within their businesses. Consider asking questions around human trafficking, child labour, poor working conditions and so on. It may also be appropriate to conduct a site visit.

  1. Define your CSR policy

As a business, define your CSR policy and socialise it internally. Ensure your own employees are committed to maintaining ethical processes and procedures. Then make sure your entire supply chain commits to the policy. It may be worthwhile to run training sessions to bring vendors up to speed with your expectations.

  1. Review and update supplier contracts

Have a look through the contracts you have with your suppliers and ensure that they are bound by your CSR policy and any changes that you introduce in line with updated country level legislation.

  1. Audit

Check what your suppliers are doing. Within the contracts you have with them, make sure you have the right to periodically visit site. Go to their facilities or offices, speak with employees and check there are no unethical practices.

  1. Hire a CSR manager

This one will very much depend on the size of your organisation and their ability to fund a full time CSR manager. If this is not possible, ensure that somebody within the organisation has responsibility for ethics and CSR. This may fall quite neatly with an individual in a supply chain role.

In Summary

The attention given by customers, governments and businesses to ethics within the supply chain has exponentially increased in recent years and is only set to expand further. It would be prudent to begin the process now of reviewing the current supplier contracts and producing a robust CSR policy.

Ecommerce Marketing

E-commerce Marketing Advice to Live by

By Morgan International Staff Writers 

Selling things online can sometimes be tricky. Setting up a store isn’t enough; you need to get your message out to the right people to have any hope of attracting customers. Let’s consider a few pieces of e-commerce strategy through which new merchants can effectively market their goods.

Don't neglect e-mail 

Most new visitors to an online store won’t buy something on their first visit. They’ll need to be lured back for more. An e-mail remains among the most powerful means of doing this. Around a fifth of marketing e-mails are opened; which compares very favourably with Facebook and Twitter. Moreover, a far larger proportion of those clicks will translate into site visits and conversions.

But don't neglect social media, either

With that said, you might wonder why anyone bothers with social media. But the fact is that social media does things that email cannot. It generates long-term engagement, particularly if the content becomes viral. Emails are opened once and discarded; well-crafted tweets can spread to reach vast audiences. The most successful e-commerce marketing strategies incorporate both. An online course in social media marketing will give you the skills necessary to get the best from your Facebook, Twitter and Instagram activity.

Keep mobile in mind 

A growing proportion of customers do their shopping through mobile devices and tablets. And since such behaviors are more prevalent amount millennials, it follows that this trend will continue. Craft your approach to marketing accordingly.

Upsell everything 

If you’ve ever been shopping for a laptop, camera or smartphone on Amazon, you’ll have noticed that they provide you with a list of models in the same line. A customer might arrive thinking that they need an $800 laptop and realize that there’s a $1000 alternative available. This is a form of upselling: persuading a customer to buy something more expensive than they originally intended.

Encourage reviews 

Customers are more inclined to buy something if they believe that someone else has done so and had a positive experience. A genuine review from a customer carries far more weight than even the most well-crafted product description. You can incentivize reviews by offering your customers discount codes in exchange for one – if it helps to get your product off the ground, it’s often a worthwhile exchange.

If you’d like to learn more about the art of online marketing, then our course in digital marketing strategy is sure to appeal. Why not enroll today?

Square Large

How to Start a Career in HR

By Morgan International Staff Writers 

There are many different routes into a career in HR. None are necessarily better than the others. It really is dependent on the circumstances of the individual. So let us look at the main options.

  • Straight from school

Whilst this route is not hugely popular, there are some people who look for a junior role within a business after they finish school and work their way up. It can be quite difficult to obtain these roles, and the salary will obviously we low. However if you find the right organisation for you, you will get training on the job and even the opportunity to pursue formal qualifications at some stage. This option is perfect for someone who does not want to continue further education.

  • Graduate schemes

Many larger organisations have graduate schemes that either have specific HR placements, or rotations which include a period of time within HR. If you are certain you want to work within HR, apply for full time HR placements. If you want to experience other functions, apply for a rotational scheme.

  • Full time role after university

Graduate schemes are very limited in number and are also highly competitive. They also are not the right choice for every candidate. With a relevant degree, it is with relative ease that a good candidate can secure a full time permanent HR role

  • Professional qualifications

A lot of candidates decide to pursue a full time professional HR qualification after they finish university. Whilst others secure a permanent role and then pursue that qualification, often with the financial support of the employer.

  • Side step

Plenty of people do not start their career in HR but move into it at a later stage as a side step. Consider looking for opportunities within your organisation to be seconded into a different role.

In Summary

There are many different routes into an HR career. No one of them is better than the other, and what you decide to pursue is dependent on your own attributes and circumstances. If you'd like to learn more about the Professional Qualifications route, why not check out our SHRM-CP & SHRM-SCP credentials?

finance and accounting professionals

Accredited Finance and Accounting Professionals are in Demand in 2018

By Morgan International Staff Writers 

According to a salary survey report published in 2017 by the Institute of Management Accountants (IMA), a professional with an advanced qualification earns 37% higher average median salary when compared to someone with a bachelor’s degree. Robert Half also shared the most in-demand qualifications by employers when hiring finance and accounting professionals; CPP, CMA, CISA, CIA, CGMA, CFA, MBA and CPA.

There are macroeconomic factors at play in the Gulf region which are creating some of this demand. In particular, the implementation of VAT which is boosting demand for VAT professionals. They also pointed to specific demand for both CAs and CFAs.

The CEO of Monster Gulf, Abhijeet Mukherjee, said since UAE businesses are now required to submit tax returns they have a need to recruit appropriate accounting and financial professionals to meet this obligation. Further, he said, "Of course, this is not only businesses, but we have even seen the UAE government planning to create a 'tax team' and the Ministry of Finance announcing 28 tax-related positions." Resources are expected to be needed on an ongoing basis to keep abreast of changing taxation regulations and continuous auditing to ensure penalties are avoided.

The VAT implementation will have a wider impact on the economy as additional jobs will be needed in IT – so that is another area that has seen a big boost – as businesses check their systems are VAT ready.

Furthermore, the increasing focus on digital transformation in general within all business functions, including finance, has meant that professionals with a specific technology focus are in high demand. This may for example be finance/accounting professionals who have also had experience of systems implementations.

In Summary

The implementation of VAT in the UAE has undoubtedly created more jobs and opportunities, particularly for tax specialists. However it is set to bolster the economy holistically.


Supply chain planners

3 Top Tips for Supply Chain Planners

By Morgan International Staff Writers 

Perhaps you already work within the profession, or maybe you are interested in working within a supply/inventory planning role. We have compiled our top 3 tips that we think you should know (if you don’t already).

  1. You can’t be certain of the future

The majority of this role is about predicting the future – predicting what we expect consumers to do based on a number of factors. Indeed the demand planning models really can become rather complex, taking account of hundreds of variables including the weather, fashion, macroeconomic events, and so on. However they remain predictions. None of us can be assured of what the future holds. Therefore the best supply chain planners embrace uncertainty and factor in the reality that some predictions made are likely to be incorrect. That means build in some slack.

  1. This isn’t a one-time only exercise

We already said that plans have a high chance of being wrong, but as time moves on and the reality becomes clear, you need to re-plan. We are not suggesting you be overly reactive when sales take a slight dip. However set boundaries for action and stick to them. For example, if sales increase/decrease more than 5% against the plan in a given week then look into the detail of what is happening and reassess purchase commitments.

  1. Check the big picture

Sanity check the final results of all of your calculations. Hopefully the demand planning model is spot on. But there could be an error that delivers some unlikely predictions. So validate what you have and also triangulate the entire picture. What do we mean by that? Let us take an example to explain. You should look at overall sales of a product range as well as a single product. So you may know that one product within that range is likely to increase, perhaps because of a seasonal colour trend. However you know that the range numbers tend to be stable. Therefore you would expect to see that increase in one product cannibalise the other product sales rather than increase sales of the product range overall.

In Summary

The role of a supply chain planner is really interesting as it works at a number of levels – product, line, range level, and so on. To be successful in this role, the individual needs to use demand planning models, sense check the output, and build in shock absorbers whilst not being overly cautious.

Facebook business

New Features Coming to Facebook Business

By Morgan International Staff Writers 

Facebook is the largest social network on the planet, and thus it’s an enormously powerful marketing tool. May has witnessed the launch of version 2.4 of Facebook’s Messenger platform, which incorporates several business-friendly features. Let’s explore them!

  • Customer Chat 

Businesses will have access to a Customer Chat SDK, through which they’ll be able to integrate messenger into their own websites. The chat window can be customised with automated greeting texts, and either shown or hidden as the page opens.

  • Broadcast API

Broadcast APIs are also getting more targeted. Businesses will be able to send messages to large numbers of subscribers using a single request. What’s more, they’ll be able to use conditional operators to select exactly the sort of demographic they’re targeting.

  • Workspace plugins 

Facebook have seen fit to address an oft-cited flaw in their Workspace service, which allows remote workers to collaborate with one another. It now supports more than fifty third-party platforms like Microsoft SharePoint, Bloomberg, and Surveymonkey.

Upcoming Facebook Features 

This month has seen a trio of new features announced for Facebook more generally, all of which will be piloted in India before making their way to the rest of the world.

  • Cloud-storage for photos 

Currently, Facebook requires that we first save a picture to our phone’s local storage before uploading it. This presents a problem to users who don’t have much space to spare, and must erase old images before they’re able to upload new ones. Cloud-storage neatly solves this problem.

  • Voice posts 

Users will soon be able to record voice posts via the Facebook camera. This neatly sidesteps the need for users (and business owners) to be proficient in their written language.

  • Archives

The archive function will allow Facebookers to save the posts they most appreciate, so that they’ll be able to refer to it even weeks, months or years later.

To get the best from Facebook’s marketing features, why not enrol in Morgan’s CDMS-Social course? It addresses how to get the best from Facebook, as well as a host of other social networks, and makes a great alternative to the more rounded Certified Digital Marketing Professional, which dedicates a module to the topic.


FRM® vs. CFA®: All You Need to Know

By Morgan International Staff Writers 

Within the finance industry, there are two accreditations you are likely to have heard of – the CFA and FRM. If you already work within finance, or are looking to make a start, you may be considering one of these qualifications. We are going to explain the differences between the two so that you can get a better idea of which may be best for you.

The CFA® Charter 

CFA stands for Chartered Financial Analyst and is provided by the CFA institute. It covers a wide range of topics related to financial analysis, financial products, and investment and portfolio management. It also provides an overview of the finance industry in general.

The FRM Credential 

FRM stands for Financial Risk Manager and is provided by the Global Association of Risk Professionals. Its primary purpose is to give candidates a strong understanding of risk management concepts within the financial markets.

How are they similar?

  • They are both suitable for financial professionals who are have analytical skills.
  • For each you must pass a set of exams and you must pass each level before you move to the next.
  • Each requires a commitment to study hard.


How are they different?

  • The CFA accreditation is more generalised than the FRM accreditation which is quite specific. FRM is really for candidates who want to learn about all different types of risk. Whereas the CFA is useful for all finance roles.
  • The exam structure is different. There are two FRM exams and three CFA exams.



To earn your CFA chartervyou need to:

  • Have a bachelor’s degree or be in the final year of your program. There is also a work experience option – 4 years of professional work or a combination of university and work as long as it totals 4 years.
  • Pass all three exams.
  • Become a CFA institute member.
  • Work in a relevant full-time role for 2 years.

To earn the FRM accreditation you need to:

  • Pass the FRM exams. You do not need a degree or any requirements to take the exams.
  • Work in a financial risk role full time for 2 years.
  • Assure GARP of your experience by describing your professional role in a financial risk management role.

In Summary

The decision about which certification you should pursue depends on what you want to learn and what you want to achieve in your career. If you want to specialise in financial risk then FRM is likely to be the right choice for you. However, if you want to work in a less specialised role, or indeed have a good grounding to move between specialisms, the CFA charter would be more appropriate.



Personality clashes

Handling Personality Clashes in the Workplace

By Morgan International Staff Writers 

Most of us will experience a personality clash in the workplace at some stage in our careers. This can occur for a number of reasons including differences in working style, background, and/or attitude. It is also common for issues to arise when some individuals take a competitive stance, whilst others are attempting to work collaboratively. The first thing to say is that personality clashes are not necessarily negative. Conflict can be harnessed in a positive way to drive innovation, change, and increased productivity. However, if personality clashes are not addressed it can have an incredibly negative impact on the individuals concerned, including stress, and reduced productivity.

With that in mind, how can personality clashes be managed?

  • Take a step back

Sometimes we become so close to an issue that we are not being objective. By taking a moment to consider the situation from an ‘outsider’s perspective’ it can help us to evaluate and find a resolution to the problem. Adding into this some kindness and understanding also helps.

  • Be professional

Some conflicts can become quite heated. Be mindful at all times that the relationship with your colleague is professional in nature and you should be calm and courteous. It is particularly important to be mindful of your tone both in person and all communications.

  • Speak to somebody impartial

You do not need to disclose the name of your colleague. But it can be very useful to discuss the situation with someone who is impartial but will be honest with you if they also see wrongdoing on your side.

  • Take it to management

Clearly it is preferential to try and resolve these issues yourself. However, if the situation is escalating and having a negative impact on you, it is time to speak to your boss. They may be able to intervene and help to mediate between the two parties. In rare circumstances the parties involved have to be separated and may need to work in other teams. This is clearly a last resort.

In Summary

Personality clashes at work are not unusual but unfortunately they can cause stress and a negative atmosphere. We have shared some strategies to employ to attempt to resolve the issue. Remember that personality clashes, addressed appropriately, can actually result in increased productivity at a later stage.