Tag Archives: digital marketing

Web Analytics is not for measuring unique visitors to the web site

The single biggest mistake companies do is running web traffic analytics without a purpose.

We record tons of data. And yet our data collected (Business intelligence) has very little impact on the business in terms of action taken by company leaders.

Almost always we dive into the ocean of data first. We never ask ourselves why?

No questions. No tie to what’s important. No impact from the data.

We somehow think that the default dashboards from the web analytics programs tell us something about our business. Without us telling it what we do, how we do it, and what to measure in the first place.

Result? Most businesses end up measuring number of web site visitors and Facebook likes. How does that impact the bottom line? What is ROI on investment in PPC, social media or SEO?

The Digital Marketing & Measurement Model by Avinash Kaushik, as a simple, structured, five step processes to infuse the much needed thinking process:

  • Step one is to force us to identify the business objectives upfront and set the broadest parameters for the work we are doing. Sr. Executives play a key role in this step.
  • Step two is to identify crisp goals for each business objective. Executives lead the discussion, you’ll play a contributing role.
  • Step three is to write down the key performance indicators. You’ll lead the work in this stop, in partnership with a “data person” if you have one.
  • Step four is to set the parameters for success upfront by identifying targets for each KPI. Organization leaders play a key role here, with input from Marketing and Finance.
  • Step five, finally, is to identify the segments of people / behaviour / outcomes that we’ll analyze to understand why we succeed or failed.
  • The above digital marketing measurement model enables you to use your vast amount of web analytics data for optimisation of your digital marketing budget.

    The data analyst will be able to identify what channels are underperforming or where you don’t get the traffic or revenue at all. For example you can have a fabulous web site and great KPI’s but not be aware that the traffic from iPhone has 0% conversions.

    Tracking KPI’s is great for measurement of the marketing campaigns. Finding out what is not recorded within the KPI’s is where the real business intelligence starts.

    How to interview SEO people?

    Hiring an SEO Manger, PPC Analyst, SEM Manager, Online Marketing Manager or a Digital Marketing Manager? For all those you are looking for someone who truly understands the SEO. More often than not the benefit is if a person is a hands on and ready to roll the sleeves up and get into the programming code as well.

    SEO is a skill that is complex to hire for.

    SEO is Marketing. SEO is IT. Both is true, and here is a problem. Your marketing person and your programmer are very different types of people. Their background, education, training and work experience have almost no touching points at all. Jet now you are hiring a person that should somehow be an expert in both. A Marketing Director proficient in Java and C++?

    What makes things worse, if you are like a majority of companies, you are likely hiring your first staff dedicated to SEO. The likelihood is that that is the skill that is actually missing in your company. The question is then who will interview the SEO candidates then? In most cases it is your HR that does the first interview. Hence the SEO candidates are quite often asked the HR questions, and wonder when will they actually ask me something that shows my vast knowledge of my SEO “Black Magic”? The person SEO candidates have a real problem answering most of the HR questions. Here is the sample.

    Where do you see yourself in 5 years?

    SEO is in its current from less than 10 years old. 5 years is therefore half of the life time for the industry. The SEO industry is developing rapidly and at accelerating pace. To try to predict what will the industry of SEO look like in 5 years is really a long shot. It requires skills that a SEO person is very unlikely to have. SEO people have analytical skills for data mining (Google Analytics). Although SEO is called the “Black Magic” or similar names, it is an exact science. Ruled by numbers, figures and facts. And in SEO all those rules are changing constantly and rapidly (think Google Panda for instance!). SEO is reverse engineering of the search algorithms and exploiting their “imperfections”.

    The much better question for a SEO job candidate is the question that actually assesses the knowledge and skills the candidate has. The exact questions are the best for the screening and filtering. Here is the sample of a good interview question for a SEO job candidate.

    Interview question:

    What is the maximum size of a sitemap for Google?

    Answer:

    Sitemap files have a limit of 50,000 URLs and 10 megabytes per sitemap. If you have more pages you want to submit You can have more than one Sitemap file.

    With a short list of 5 questions like this you can easily filter the job candidates. The answers are Yes/No or the exact figure. You can shortlist your SEO candidates within minutes by asking the right questions.

    Managing Google AdWords Pay per Click (PPC) campaign very often falls under the responsibility of your SEO person. Especially in the smaller companies where both SEO and PPC fall under the online marketing umbrella. Here we will not discuss the questions to ask the PPC candidate in the interview but here is just one question you can ask to check how well do they understand the PPC model:

    Interview question:

    What is the total sum you have earned from Google AdSense?

    Answer:

    First you are filtering out job candidates that do not have experience with Google AdSense. Understanding the Google AdWords and Google AdSense programmes from both sides is crucial for truly understanding of how to spend your online budget on PPC. So what is the correct answer? An experienced Google AdSense publisher has most likely earned more from the AdSense revenue than the annual salary if offered for the job he is being interviewed. If the figure is much bigger than then the annual salary you will have a problem with the motivation hiring such a candidate. If the Google AdSense earnings are less than a half of the annual salary, it shows a limited experience and possible the understanding how to successfully run a PPC campaign as well. Note that this is not a definitive showstopper, but one would feel much more comfortable hiring a Google AdSense and AdWords all-rounder.

    If the article above doesn’t give you enough hints on how to interview a SEO job candidates @IrishRecruiter is available to help! Here are the contact details.

    Are the Right People on Your Marketing Team?

    Are the Right People on Your Marketing TeamHubSpot is definitely a company everyone in the online marketing world should watch closely! I wrote about them before, and still use their Grader products.

    I got a preview of the new book by: Brian Halligan and Dharmesh Shah, both co-founders of HubSpot: Inbound Marketing: Get Found Using Google, Social Media, and Blogs (The New Rules of Social Media). A great read really. Since the in my ‘past life’ I was into the recruitment and jobs, it was really interesting to read the part about the Recruitment of the Marketing Team. Here is a short snippet:

    What does this change mean for your marketing staff? Simply put, your hiring
    criteria need to change and your way of measuring performance needs to change
    along with it. The following is a suggested framework called DARC for hiring and
    developing inbound marketing savvy employees.

    • D = Hire Digital Citizens
    • A = Hire for Analytical chops
    • R = Hire for Web Reach
    • C = Hire Content Creators

    They also wrote a long list of the handy questions for the recruiters hiring Inbound marketing staff. The list is really, really good:

    • What RSS reader do you use? Can you show it to me?
    • What blogs do you read?
    • Do you rank first for your name in Google?
    • Do you use Delicious? Can you show it to me?
    • Do you have a blog? Can you show it to me?
    • Do you use Facebook or LinkedIn? When was the last time you updated
      your profile?
    • Do you use Twitter? Can you show me?
    • Do you have a channel on YouTube? Can you show it to me?

    Interview questions about the Reach:

    • How many subscribers to your blog? Do you talk about our industry on
      your blog or about personal stuff?
    • How many Facebook followers do you have? Do you talk about our
      industry at all on your Facebook account?
    • How many LinkedIn followers do you have?
    • How many Twitter followers?

    The writing style is extremely light. A complete novice to the digital marketing should have no problems following the book. There are tons of good tips, pointing a reader on how to organise the Inbound Marketing team in the eBook itself. Well worth reading!!!!