Making analytics make a difference - our interview with David Sealey
How do you try to make use of your analytics? We all know that in theory web analytics tools give us fantastic insight to help us improve results for our digital marketing. In practice you need to know the right questions to ask and use the right reports and measures to find the answer. You also need to know the intuition to follow-up on a hunch.
Every marketer and every analyst will have their own unique style. As a consultant I'm always keen to learn how others tackle a problem so I can learn from their ideas. In this interview, David Sealey of Design and Analytics Agency Quba shares his approach on how to avoid "analysis paralysis".
Current marketing challenges for 2011
Question 1: What do you see as the current major challenges faced by marketers and how can analytics help?
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Don't be the disaster client, agency or freelancer!
Value: [rating=3]
Our commentary: Mashable have interviewed several designers regarding what makes an effective and productive client relationship, I felt their post was interesting because it has echoed some of my own experience of working with many clients of lots of different sectors in an agency>client relationship. Having also spent 4 years 'client side' I have also seen an alternative perspective! As Mashable note, nobody really wants to be 'that guy' whether you're the supplier or the buyer of products or services. The consequences of poor relationships are obvious, from delayed timings and ultimately impact the bottom line for both parties.
Marketing implications: So, what's the key to nurturing good relations - here is my take on Mashable's 5 lessons:
Honour your commitments: this is the worst. How frustrating is it for anyone to be told one thing and then another thing happens. The basis of…
Question: Our company is planning to out-source our SEO. We have lots of companies pitching, what are the major things we should be looking for from these agencies before we hire one?
Answer: You will hear many similar promises or processes from SEO agencies so it can be difficult to tell them apart. Based on several SEO pitches I have run for clients and reviewing a lot of proposals talking to a lot of clients on SEO courses, here are 7 important questions that I would advise asking - it"€™s vital that you do all you can to find the best fit possible!
Exactly how will they improve our results? Some SEOs may be unwilling to disclose techniques, but ethical techniques are well understood and documented and so an open relationship about SEO methods is essential. It will aid internal learning as well as ensure that you integrate better. Take an example…
Anyone who"has worked in an "in-house" B2B or B2C marketing environment likely understands what it means when there's so much to do that you might scream, yet commercial pressures from within the business are pushing even harder for results. To work effectively with these pressures, it's important to still get the marketing fundamentals right and avoid distractions which will divert you off track. Here's what I've found are 7 de-railers that limit any chance of marketing success and my advice on how to avoid derailment!
1. Flying Blind
If you don't know where you are going you'll end up somewhere else. Operating without considered objectives and/or a means to measure progress, including web analytics, is essentially flying blind. You might have an activity list, but you don't have a plan.
It's impossible to define success if you have no way to establish and track your objectives. Those objectives have to relate directly to…
I often receive questions about the best way marketers can develop their digital marketing skills and experience to help get digital jobs, or just to keep yourself employable.
Here is my answer to a question I received recently, whick I think is worth sharing (with her permission). Which approaches do you think will work best for employers and job seekers?
Digital marketing careers question:
I, and possibly many other of your readers would appreciate your guidance/advice on transitioning from a career in traditional marketing to one that has an online / eMarketing focus.
There appear to be many jobs advertised for online marketers of various flavours, however, they all require 2-3 years online experience. While I am an experienced marketer (10 years), an avid Internet user and am developing my theoretical knowledge through the CIM course and online resources, I am finding it difficult to gain the requisite practical experience demanded by employers.
Any suggestions/advice? Are you aware of…
