Essays.

Driving Small Business Growth Through Data Insights

A few folks who have called our office recently have noticed that our auto-attendant sounds like a child. That’s because it is. Most of the comments have been very positive: “I LOVE the voice recording when I call your office!” “Who IS that sweet child whose voice I heard when I called you? She’s AWESOME!” “Can we hire the youngster who recorded your phone greeting?” Is she real? Yes. Is she for hire? Yes! Just give us a call and we’ll let you know how to do that. We DID get one negative comment: “It sounds like you have a little GIRL answering your phones. I think that’s very unprofessional and it doesn’t make any sense at all.” First of all, in response to the negative comment: as unprofessional or senseless as you may think we are, our talent is nothing BUT professional. She is a voiceover talent who is available for hire for video narration, animation, auto attendant greetings, and commercials. As her website says, “she's got a voice that can make rainbows jealous and unicorns do a double take!” How could we not hire her? She aced the script right off the bat! So, why did we choose a young girl for our phone system? First of all, the list of our customers who serve children is one of which we are very proud. Consider these websites as a few good examples of ways in which we help advance the mission of making the world better and safer for children: mentorakid.org noahbrave.org tnhandlewithcare.org youthencouragement.org livebrave2gether.org marthaobryan.org tnhistoryforkids.org owlshill.org tnicac.org We want to acknowledge the good work of these and other clients who work hard to serve children. Second, kids are part of our One Eleven staff families. We want the best for them and, frankly, being a kid has been tough these past few years. COVID made life hard enough for everyone but there wasn’t a parent in Nashville who didn’t panic about the welfare of their child when they learned about a deadly school shooting on March 27, 2023. We know hiring a child to record our phone greeting is a little thing in business but part of our mission is to maintain the human interaction that seems absent with so many other businesses, especially in our industry. Kids are human and humans are what we are about! So, to honor children and to remind ourselves how important it is that we listen to them, and care for them, we hope that you will enjoy being greeted by Kylie when you call us.

In the ever-evolving realm of digital marketing, staying on top of the latest trends is not just an option; it's a necessity. Enter Google Analytics 4 (GA4), the next chapter in the analytics story. At One Eleven, we recognize the significance of this transition, and we're here to be your strategic partner in embracing the power of GA4. The Analytics Evolution Unveiled: GA4 is more than an update; it's a strategic shift towards a user-centric analytics model. It's like upgrading from a flip phone to a smartphone – a necessary move to keep up with the times. GA4 offers a comprehensive view of user interactions across various platforms, providing insights that were previously hard to come by. Why GA4 Matters: User-Centric Focus: GA4 puts the spotlight on your users, offering a more comprehensive understanding of their interactions with your brand. This shift enables businesses to tailor their strategies based on genuine user behavior, resulting in more meaningful and effective campaigns. Event-Based Tracking: Moving away from session-based tracking, GA4 introduces an event-based model that allows for more granular tracking of user interactions. It's like switching from a snapshot to a full-length movie, capturing every click, scroll, and action for a more nuanced perspective. Advanced Machine Learning: GA4 incorporates advanced machine learning models, bringing predictive metrics and insights to the forefront. This empowers businesses to anticipate trends, identify opportunities, and make informed decisions with greater accuracy. Why Choose One Eleven for Your GA4 Transition: Seasoned Expertise: Our team at One Eleven comprises seasoned professionals well-versed in the intricacies of Google Analytics. We stay ahead of industry changes and best practices, ensuring that you benefit from the latest advancements in analytics. Tailored Solutions: We understand that each business is unique. Our approach is not one-size-fits-all; we analyze your specific needs and goals to create tailored solutions that align with your business objectives. Comprehensive Support: Transitioning to GA4 involves more than just technical know-how. It requires a strategic approach and ongoing support. At One Eleven, we offer comprehensive assistance throughout the transition process and beyond, ensuring that you derive maximum value from your analytics investment. The transition to GA4 is not just a technical update; it's a strategic move toward a more insightful and user-focused analytics approach. At One Eleven, we're not just experts; we're your partners in navigating this transition seamlessly. Let us guide you through the process, ensuring that your business leverages the full potential of GA4 for sustained success in the digital landscape.

You drop your child off at the daycare center and drive away knowing that she is in good hands with a licensed and insured provider. Your lawyer most likely has professional liability insurance to protect against claims of malpractice. Your realtor can’t help you buy or sell your house without an errors and omissions policy. You wouldn’t hire a contractor to upgrade your kitchen unless they were bonded and insured. So, why would you trust just anyone to handle your website if they are not protected against the MULTITUDE of risks involved in the cyber world? Back in the 90’s it was okay for your high schooler to build your company website but nowadays, your online presence and those who are responsible for it must be sensitive to the very serious risk that exists. We do not mess around when it comes to the danger, which is why we carry the best protection for ourselves and our customers. When your “marketing person” says, “And I’ll take care of getting you a new website,” you need to start asking questions immediately like, “Exactly WHO is going to do that work? You? If not, are you contracting it so someone? Are you insured? Are THEY insured? Why not? When you say YOU are going to host it, does that mean you run your own hosting business? If not, then where? Are they insured?” Now, more than ever, you need to know where the risks are with your online services. You can’t simply trust someone’s “I’ll take care of it” response any more than you would when someone is standing in front of the daycare center and says, “Hand the kid over to me. I’ll take care of everything,” and then walks away.  Our company, Multiply, LLC, is covered by a comprehensive insurance policy issued by Beazley Group. Our Beazley MediaTech policy is underwritten by Lloyd’s of London and includes the following coverage: Media, Tech, Data & Network Liability damages and claims expenses related to: Tech and professional services wrongful act Tech product wrongful act Media wrongful act Data and network wrongful act Breach Response Indemnification for actual or reasonably suspected dat or security breaches Regulatory Defense & Penalties Coverage for penalties and claims expenses Payment Card Liabilities & Costs PC fines, expenses and costs First Party Data & Network Loss Business interruption loss Dependent business interruption loss Cyber extortion loss Data recovery costs eCrime Fraudulent Instruction Funds transfer fraud Telephone fraud

The local hardware store. The local cafe. The local barber. The local garage. The local coffee shop. The neighborhood farmer’s market. It reminds us of the phrase, “Think global. Shop local.” It’s a fine phrase but some don’t always understand how to take that message to heart when it comes to web and tech services. Well, we’re to help you understand our message, “Think global. Host local.” Big tech companies offer tons of tech products and services at low costs so we do understand that our industry is everywhere and it’s easy to “Think global. Shop cheap” when it comes to a website. In some aspects, very large companies have really standardized how internet-based services function. Luckily, our team knows how to leverage the best of the industry to deliver the right solutions and services at a fair prices with a focus on making it easy to get what you need and get help when you need it. We want to give you the best of both worlds - best in class technology with local, no-hassle, human support. We see a lot of problems when people try to get cheap services from large providers. They make it VERY easy to buy but VERY hard to get help. If you don’t fit into their little box, your cheap service is likely to have a greater cost than you calculated. Let’s start with customer service- it can be frustrating and difficult. No one from a call center really knows you and if your issue does not fit their script, you’re in for a long journey of despair. How many times did you call the toll free number and follow a mile-long phone tree only to have the system hang up on you…and your problem never even got addressed? Or how many times have you tried to submit your question online and the chat bot gave you 5 options to describe your problem, but none of them were relevant? That’s how it works…or doesn’t. We do these things- answer the phone or call you back if you leave a message. We can log calls so that we know who calls and when. We use a ticketing system (big tech for a good cause) so that we can document your issue, assign it to other colleagues as needed and keep a record so we can refer back to it in the future. It is unlikely that we will ask you to repeat the last 4 digits of your social security number, service address, name of favorite elementary school teacher, date of last tattoo, or date of last booster shot. Customer service should be about, well, customer service. It may seem like a novelty that you can have a pleasant experience getting help. It’s all about “Think global. Host local.” We want you help you be at your best online and we want to be neighborly about how we do that. Another difference in our approach may surprise you and that is the wide range of things that we provide and do for our customers. Perhaps this is your situation: Your domain is registered with GoDaddy. Your email is through Google. You had a website with GoDaddy but your digital marketing contractor suggested that she build a new site for you at SquareSpace. You had to make some DNS changes, whatever that is, and that was either with GoDaddy but it may have been with CloudFlare because your IT service provider suggested it. Your digital marketing contractor is supposed to do your social media and blogs but she can’t get you to provide any new content and none of the passwords that you sent her worked when she tried to access your account so the retainer you pay might get you a Twitter post or two but it really didn’t do much because you don’t even do Twitter anymore. But then it doesn’t matter because the digital marketer took a new job and no longer does independent contracting. She got a better gig. Your lawyer does not typically handle privacy policy law but suggested that it might be $5,000 to review and draft a policy but he really needs to know what you want it to say. Let’s review. How can WE help you? Maybe this will help. We can handle… Domain registrations (we can also help wrangle them from other registrants) DNS (it stands for domain name service and it’s like playing traffic cop for your domain name- we direct the website and email traffic so it goes to the right places) Email Web hosting Website building/editing software eCommerce - sell things, sell memberships, get donations Apps to do cool tings and enhance your site - get appointments, integrate with social media, create an events calendar, offer multiple translations, get metrics on your site and visitors Legal and compliance - Privacy policy and ADA compliance tools Site edits Digital marketing - legitimate, focused, and based on your needs Think about it - one place to get help, get answers, get updates, get technical support, get compliant…and get on with what you really need to be doing. Our goal is to know you, anticipate your needs, quickly handle matters, document everything, and help you think about other things.