INTERVIEW NO.Â 7 inÂ INTERVIEWS WITH TOP BLOGGERS series
Manoj JasraÂ has been in the digital marketing industry for 10 years and is the author of Web Analytics World (a top 100 online marketing blog). Currently Manoj leads digital marketing / analytics strategies at Shaw Communications and also provides digital marketing consulting through his firm, Jasra Inc.
Spotlight Ideas: Any tips for measuring your online influence?
Manoj: There are several indicators you can look at when measuring a personâ€™s online influence. Metrics such as Twitter/Facebook followers, your followerâ€™s influence, retweets, LinkedIn connections, and blog subscribers are all part of the equation. A technology called Klout, does a pretty good job at measuring influence based on your Twitter and Facebook presence.
I also think itâ€™s important to look at influence with some context, for example someone may be influential in B2B, but that doesnâ€™t necessarily give him the same influence in another industry or something like Twitter specifically.
Spotlight Ideas: What are some of the most basic things that people get wrong / or donâ€™t use enough in Google Analytics?
Manoj: Having done dozens of implementations, I can honestly say that 3 basic things I see missing the most are: goals, site search, and ecommerce tracking. Goals are integral in understanding whether users are performing key actions on your site. Site Search lets you know what content people are searching for on your website as well as the overall performance of your site search. Ecommerce reports give us information such as popular products, average order value and most importantly how much money weâ€™re making. Without goals and ecommerce tracking itâ€™s impossible for us to understand where we should be spending our marketing dollars.
Spotlight Ideas: What is iGoogle? How useful is it in Analytics?
Manoj: iGoogle is a personalized information aggregator which allows you to see content from multiple sources in an AJAX-based webpage. I personally use it multiple times a day to monitor industry content as well as related technology news. From an information/news perspective it could be very useful if you wanted to see a holistic view of whatâ€™s happening in the Analytics industry.
Spotlight Ideas? Which skills best compliment Analytics?
Manoj: There are several skills that compliment analytics and some Iâ€™d even consider prerequisites before getting into a career in analytics:
â€¢ Online Marketing â€“ Whether, itâ€™s SEO, PPC or Social Media, I think having a solid understanding of how online strategy works can really help an analyst make good recommendations
â€¢ Web Development / Programming â€“ These skills can come in handy when it comes time to getting your hands dirty with implementation.
â€¢ Statistics / Data Modelling – This is more of a nice to have, but can be very useful in validating assumptions made from analytics data.
Spotlight Ideas: What are your favourite web analytics tools of 2010?
Manoj: My two favourite tools of 2010 are Unbounce and Foresee Results.
Unbounce is a do it yourself landing page solution which you can get up and running in about 30 minutes. It has a built in A/B testing framework whereby you can add and compare variants to your main landing page. The framework also helps select the ‘winner’ of the test.
Foresee Results has been around for quite some time but over the last year I have gotten to work with it a lot more. Foresee is voice of customer technology which allows you to understand your usersâ€™ satisfaction with your website. Foreseeâ€™s customer satisfaction score can help predict future behaviors of your customers such as: whether theyâ€™ll buy more services, continue as a customer, or recommend your services to their contacts.
Spotlight Ideas: How has social media affected web analytics?
Manoj: 2 ways I think social media has affected analytics are with: responsiveness and technology. Responsiveness: the real-time nature of social media has made us step up our games both in terms of reporting and data capture. Technology: social media has blown the doors open with a number of new types of analytics tools for reputation management, online influence, URL shorteners, etc…
Finally, I believe social media has also been a great catalyst for creating new types of careers in the analytics space.
Spotlight Ideas: How do you see web analytics changing in 2011?
Manoj: There will be a number interesting things happening in 2011 including:
â€¢ There will be continued increase in the interest in web analytics data throughout organizations.
â€¢ Measuring user experience on the mobile web will receive a lot of attention.
â€¢ As mobile and desktop app usage become as â€˜regularâ€™ as the web, so will the corresponding analytics.
â€¢ Data integration will be a hot topic because we will want to measure customers across all channels, all platforms and all campaigns.
â€¢ How to best measure things like Apple TV/ Google TV and Boxee.