Covid-19: How to Gain a Competitive Edge During a Pandemic

We talked to Agata Adamiak of Business Ahead Ltd about website optimization, and she had the following to say:-

First of all, how are you and your family doing in these COVID-19 times? 

Agata Adamiak: Luckily, we’ve been able to stay at home and safe. We’re missing friends and family and can’t wait to see them again, but we’re trying to use this time to recharge as much as we can.  

Tell us about you, your career, how you founded Business Ahead.

Agata Adamiak: I’ve worked in digital marketing for over 12 years and specialized in web analytics for over five years, having worked for and with international and UK brands like Brother, Ocean Finance and the Post Office. Each company I worked for had one thing in common: they were transitioning from a traditional set up into becoming more digitally savvy. This meant I was part of that digital maturity transition a number of times – each time with a different team, a different company culture, a different organizational make-up and different project management techniques.

During these transitions, I was in charge of ensuring that Google Analytics data was collected accurately and that it was connected and visualized to provide value. I found it fascinating how good quality data can empower teams to become more cooperative, focused and productive. This is then reflected in higher revenues and reduced costs. I’ve been hooked ever since.

I built up a unique skill set of technical, marketing and business abilities. I also developed and refined a set of frameworks that I use for organizing, connecting and visualizing data. When web analytics data can be related to marketing, advertising and CRM data, you can truly increase conversion rates, optimize marketing spend and activate high-value segments. Becoming an independent consultant became a natural step. I can now help even more companies become data-driven and reap the rewards.

How does Business Ahead innovate? 

Agata Adamiak: I’m an efficiency and organization junkie. I love developing processes, and I’m a true believer that improving processes is one of the best ways to innovate. On top of that, I constantly refine my frameworks for auditing and maintaining web analytics data. Digital analytics is a field that is constantly changing – specializing in the Google Suite of products; I’m able to stay on top of the innovations and incorporate them into client work.

How the coronavirus pandemic affects your business, and how are you coping?

Agata Adamiak: Fortunately, digital innovation has been a priority for many businesses that were able to invest during the pandemic. The services I provide support that need: I was able to find new clients and the business has been growing steadily. Naturally, all work has to be done remotely, which I think actually made communication and collaboration easier.

Did you have to make difficult choices, and what are the lessons learned?

Agata Adamiak: I have to be mindful not to take on too much work and to make sure I am able to deliver on my promises. We’re still a small team, and I’m closely involved with each client.

The way I don’t compromise on quality is by being transparent in my communications with potential clients when discussing timelines. One key focus for me right now is to increase my resource by documenting more processes and investing in my team.

What specific tools, software and management skills are you using to navigate this crisis?

Agata Adamiak: Our go-to tool for internal business management is Notion – I love how it allows you to store and organize information, manage projects, add notes and collaborate with people – all in a single platform. There’s a learning curve, and setting it up takes time, but it’s worth it in the end.

I’m a big fan of agile and the flexibility it offers – I follow its principles in everything I deliver.

Who are your competitors? And how do you plan to stay in the game?

Agata Adamiak: There are a number of optimization agencies and data consultancies. Where I stand out is in my exclusive use of the Google suite of products: Google Analytics, Google Tag Manager, BigQuery and Data Studio. My clients also appreciate my unique style of communicating progress and the coaching element of each project delivery. They can really see how data supports their teams to take action.

Your final thoughts?

Agata Adamiak: Spending money during a pandemic may sound counterintuitive. But making an investment in data and processes will help you stay competitive. You will be able to support your audience better, and you’ll reduce marketing costs that you don’t even know are not bringing in that much return.

Your website?

businessahead.co.uk