Here at E-Nor, we pride ourselves on being a global leader in web and mobile analytics and digital marketing optimization. When we have the chance to grow our team to make the company stronger, we jump at the opportunity. So when well-seasoned analytics industry veteran, John Henson came into the picture, it made perfect sense for E-Nor to welcome him with open arms.
John has a very strong background in all things analytics, from strategy to implementation to analysis and consulting, across enterprise digital analytics platforms including Google Analytics, Adobe Analytics (SiteCatalyst), CoreMeterics, customer experience tools such as ClickTale, qualitative/voice of customer tools, as well as data visualization and analysis tools including Tableau. He has worked with a variety of industries including business-to-business, e-commerce, media, education and governmental agencies. Early in his career, John held a consultancy position with our friends and very smart folks at LunaMetrics in Pittsburgh. He was heavily involved in Google Analytics before moving to San Francisco where he took an in-house position in the online education space with Apollo Group. Here, John leveraged his mastery of Google Analytics and SiteCatalyst to support the advanced analytics needs of the Apollo Group. According to John, experiencing the practitioner side after a consultancy position gave him a lot of enlightenment about how consultants can be more effective in empowering large organizations with data and insights.
“It’s a level of understanding that I’m not sure how to put down in writing. You get to see the day-to-day operations of the organization and you start to understand some of the behavior that baffled you as a consultant. And then you work with consultants, and are baffled by some of the behavior that used to make perfect sense,” states John. He shares with us that one of the challenges with being on the practitioner side is that you become focused on just the tools you use at one organization, solving for one set of problems. The work and experience feels deeper than on the consultancy side, but more narrow and focused. John is hoping to regain a broader expertise again by coming back to the consultant side of things.
John has spent numerous years within our industry, but he didn’t start off that way. He is originally from Ohio, where he attended the University of Dayton, earning a bachelor’s degree in Chemical Engineering. It wasn’t until a few years after college that John discovered his interest in measurement and optimization. And even though (as it may seem to most) that there’s a huge difference between chemical engineering and analytics, he has seen the connection between the two. According to John, chemical engineering is very much about problem solving, which is a great for working in analytics.
“(Start) with a set of information that often seems to fall short of having enough pieces to solve a problem, and figuring out how to solve it anyway. These are the types of skills that make engineering a great foundation for almost any endeavor, including analytics. Although there isn’t a lot of coursework in the program around statistics specifically, there is a strong grounding in calculus, differential equations, numerical methods, etc. that one can at least be comfortable hanging out with the real mathies. And sometimes even get some of their jokes,” says John. “I really like solving problems and figuring things out. I like the satisfaction from helping other people find and accomplish their goals. I like making decisions based on logic, and data, and facts and using those things to find the right answer to a question. Digital analytics brings those and other things all together nicely in one place, so it is a really good fit.”
John joins E-Nor as a Solutions Architect, assisting global brands solve very complex digital measurement challenges. He will also support E-Nor’s clients in analytics tool evaluation, advanced implementations and deliver maximum value from Google Analytics Premium. It is John’s goal to move back to Ohio soon to spend more time with family and friends, as well as enjoy various outdoor activities in his home state. This move allows for enhanced support of E-Nor’s clients in the Eastern Time Zone, and will provide additional assistance to our New York and Tampa Bay area offices.
In addition to his analytics expertise, John is also an experienced blogger within the digital analytics industry. While if you asked him, John would be modest about his contributions to the industry as a whole, he’s written several blog posts that hit on foundational elements within the digital community, bringing focus to key points in which people were struggling with.
We are excited about the opportunity to bring John on board, and who knows, with his expert blog writing experience in the past, we may be able to get him to share some of his knowledge and stories here with you!
As the need for digital analytics continues to grow throughout the world, so does the need for a highly experienced and global organization.
That would be…us! We’re expanding our services to accommodate this growing demand!
In 2003, we established our headquarters in the heart of Silicon Valley, in Santa Clara, California. Since then, we’ve grown to include offices in Southern California, New York City, Dallas and Tampa Bay.
This year, we’re really excited to announce our most significant expansion ever with the opening of a European office headquartered near Brussels! The new office will serve the growing digital analytics markets in EMEA.
We welcome Miko Kershberg, Managing Director (Europe) – who plays a key role in our expansion. Miko has more than 15 years of experience as an internet marketing expert. He has a passion for digital analytics and an in-depth knowledge of conversion optimization, SEO, SEM, email marketing and social media.
“We are absolutely delighted to welcome Miko to the E-Nor team. His extensive experience and noteworthy track record complement our core values and mission to deliver unsurpassed analytics consulting, ensuring our continued growth in Europe and beyond.”-Feras Alhlou, Co-Founder and Principal Consultant, E-Nor
For more than a decade, we’ve proudly advised many of the world’s top brands, Fortune 500 and governmental agencies. We’re dedicated to keeping current with cutting edge internet and mobile technologies, constantly perfecting and evolving our digital analytics strategies for the benefit of our clients. The new European office will not only expand our presence, but allow us to continually offer premium services to organizations throughout the world.
And when we say “Premium”, that’s what we mean! Google Analytics Premium, in addition to E-Nor’s comprehensive suite of analytics consulting solutions, will be available to serve all global customers on an expanded basis!
In case you missed part 1 and part 2 of this series, I discussed:
How and why you should segment your list
Quick tips on how to capture quality subscribers
Clean your contact list by optimizing your unsubscribe process
How to present information that will keep your subscribers engaged
And one of the most important tips – that spelling matters
In this post, I’m going to discuss avoiding “spam”-like subject lines, and how and when to assess the best time to send out your post.
Hook, Line, and High Open Rate!
9. Get creative with subject lines
Would you open an email with your own subject line? If you are selling a product or service, you will need to be creative in the way you communicate that in the subject line, sparking the readers interest, but without overselling it. Apple, for example, always has great subject lines that entice customers to open their emails (see image below).
“Overselling” or being too excited could otherwise lead your email into their spam folder and never be seen. Avoid using phrases, without qualifiers such as:
Using ALL CAPS & exclamation marks almost guarantees your email will get lost in spam. Subject lines should be brief but also provide incentive for the viewer to open the email. Apple’s subject line is so great because of its simplicity. Their main goal is to sell the new iPad and they make sure to include the product in the subject line without quick sell phrases.
Check, Check, Ready to Send
10. Time it correctly
Now that you’ve got the right content, audience and subject line – it’s time to send the email. What is the best time to send? After some research, E-Nor finds it best to send out email blasts on Tuesdays and Thursdays around 11am PST for our clients. According to MailChimp, Tuesday and Thursday are the highest volume days. MailChimp (http://kb.mailchimp.com/article/when-is-the-best-time-to-send-emails) discovered that, “more people open email during the day than at night.” Below is MailChimp’s Email Opens by Time of Day Chart. According to the data, subscribers are more likely to open emails after 12pm, more specifically between 2-5pm (see chart below).
However, the real answer is it depends on the nature of your business. If your audience consists of working executives who check their email in the morning at their office, this might be a good time. However, if your audience consists of moms who check emails early in the morning before their munchkins wake up, you might have to adjust accordingly. The only way you will know though is to test, measure, and optimize. Send different types of emails over a few months and gauge what time gets the best open rate.
You may think that time and day doesn’t matter because the email is sent to the customer’s mailbox either way, but it makes a big difference whether a customer deletes the email or takes a few minutes to read it.
Following these tips will help you organize your emails & email lists. Most of them are pretty straightforward and in the long run will benefit your company’s open rate. Be sure to look out for more of our email marketing posts, including tips for email design, and measuring email marketing.
“I…i…i…i… I’m soooo in love with you… whatever you waaaant to dooo… it’s alright with meeeee…!” – lyrics from the “Reverend of Soul” himself – Al Green.
It’s Valentine’s Day, love is in the air! So, we thought we’d shoot cupid’s arrow through this next post about data and measurement. Give it some “love”, so to speak.
If you’re heavy into Google Analytics, you might be “infatuated” with quantitative data - “views”, “visits”, “bounces”, etc. – and…ahem…”RAW” numbers. That’s only one “better half” though. That is, it’ll tell you “what” is happening on your site. However, what about the other half – “why”??? One way to answer that question is by “marrying” your quantitative analytics data with qualitative, “voice-of-customer” survey data.
“Why… why do people break up? Then turn around and make up… I just can’t seeeeeeee….”
Let’s take a statistic of love. Unfortunately, it looks like approximately 50% of marriages fail [Cupid, what the hec are you shooting at?] The Reverend of Soul, Al Green stated in his immortal lyrics, that he could see “what” was happening, but for the life of him, just couldn’t see “why” people break up!!!
This Valentine’s Day, let’s pretend to try to solve this urgent matter of the heart. WHY is this happening?! Is the aforementioned statistic enough for you to take action? Doesn’t look like it.
Those of you who’ve been through a tough time in your relationship know it’s not black and white – there could be a plethora of reasons:
You might have grown apart
Stresses like money could have strained the relationship
Communication could be missing
As any counselor would tell you, they wouldn’t just diagnose “what” is going on in a couple’s troubled relationship, then right away present solutions. In order to solve the issues, they would go into several deep counseling sessions so they can get to the nitty gritty of “why” this is happening.
Similarly, diagnosing “what” the issues are with your website is only part of the process. Voice-Of-Customer qualitative surveys could potentially give you insight into “why”, insight that may not be readily apparent from quantitative data.
“Let’s Stay Together” – Putting Voice-Of-Customer Together with Quantitative Data
You have several ad campaigns leading visitors to a landing page asking them to register for your event. As the example figure below indicates, your analytics may be telling you that your landing page is getting all the traffic you’re paying for, from Facebook/Google Adwords campaigns, etc. You’re spending good money, and your micro conversion, say an agenda for your event, is getting all the downloads you want. But according to your data, the bounce rate is really high and no one is registering for your conference. Why?!
We recently ran into a similar situation with a project our consultants were assessing, and tried to figure out the issue:
Was there not enough sales information? We listed all the bullet points…
Did clients not trust the organization/service? We listed impressive certifications and testimonials…
Was the registration call-to-action button not clear enough? It’s big and yellow, and it looks like people are clicking on it according to our data…Just not completing registration
At this point, even if you had all the unsampled data in the world from Google Analytics Premium, you’d still be stuck. There’s always an option of implementing A/B testing, but that would take time and coding. Plus, what do you start testing? You can make educated guesses, but you’re pretty much taking shots in the dark (like cupid).
So even before we explored A/B testing, we tried implementing Qualaroo – an awesome, quick, non-invasive survey that quietly pops up based on criteria you set (ex. 30 seconds on the page, after 2 pages have been visited, etc.). You can ask any question – open-ended, multiple-choice, etc. And after each survey is complete, get reports in the native interface or download reports into .xls for deeper crunching.
So we asked – “Second thoughts about registering? Why?”
Sample responses were as follows:
As you can see from the responses (after ensuring we had enough replies for an acceptable confidence level/ statistical significance…), it was pretty much unanimous – pricing was the issue!
It would have been extremely hard to conclude that with just the quantitative data. We may have stumbled upon this after some A/B testing, however, after marrying the qualitative, it pointed us towards a pretty reliable direction in a quick and efficient manner. Even if we wanted to verify using A/B testing, we now have an idea of where to start. They lowered the pricing and registrations started rolling in!
So when you’re having dinner by candlelight tonight, gazing into your lover’s eyes… slowly move in close, and whisper ever so gently… “My quantitative is incomplete without your qualitative…” <3
Okay. I have to say if I were wearing my ego (bragging) hat, and if no one in our office had a higher number of LinkedIn profile views than mine (ahem… Feras Alhlou), I might be more excited about the latest brilliant LinkedIn marketing email blast. Recently, they sent a blast about their 200 million members milestone.
While I appreciate the fact that my LinkedIn friends made the effort to update me about the state of their network in 2012, the message I got today about my profile, Allaedin Ezzedin, being “one of the top 5% most viewed LinkedIn profiles for 2012” is more misleading than informing.
As an analyst…
As an analyst scrutinizing the data, the first question that came to my mind was, “I wonder how many of these profile viewers were…
…random profile stalkers?”
…peers from the Analytics community (that is you if you are reading my post now)?”
…prospects who are considering hiring my firm; E-Nor?”
…Jasmines searching for Aladdin?”
The number LinkedIn provided doesn’t explain any of this! In the analytics world, we call this metric “page views”, which we give an extremely low value in understanding user behavior and engagement. It doesn’t tell you “who” is viewing your page or “why” they are viewing it, which is the real actionable insight you need.
Segmentation is always essential. Each one of us has different social networking goals, objectives, and interests. Someone using social media for branding has a different target audience than someone who is searching for a job or someone who is using social media to advocate their ideologies or methodologies.
As a marketer…
Now, as a marketer, my first reaction to the email campaign was, “Wow, no one is viewing profiles on LinkedIn!” If my profile, which is getting an average of X views per month, made it to the top 5%, then how many views are the bottom 95% profiles getting? Also, if most LinkedIn users are not socially active, then what is real value of LinkedIn as a marketing tool? What does 200 Million users mean to me? How will the new numbers impact my social marketing strategy? Shall I continue to invest on my paid campaigns in LinkedIn? Are my potential prospects on LinkedIn? Are they active? How can I increase engagement with my personal or corporate profiles? What metrics should I track in LinkedIn?
If there is one thing we learn from the latest LinkedIn email campaign is not to run after bold numbers and to have a clear objective for every marketing channel we invest in. Don’t be fooled by the marketing numbers because most of the time they are tweaked/formatted to serve marketing interests, not yours.
1) Disclaimer: I love LinkedIn, as it is by far my number one social network of choice when it comes to connecting to my professional circles (ex-classmates, ex-workers, the analytics community, volunteering community, partners, clients, vendors, etc.). My critique here is solely limited to their latest marketing email blast.
2) For my friends who didn’t make it to the top 1%, 5%, or 10% profiles, I would say don’t sweat it. Your profile’s success is about how far you are from reaching 100% of your target audiences, not just any audience!
3) Let’s all hope that next year, the annual update from LinkedIn looks something like this…
Clean your contact list by optimizing your unsubscribe process
In this post, I’m going to discuss the actual content, and how to present information that will keep your subscribers engaged.
Let’s Talk Content
4. Respect your subscribers
Your list is now clean. Most of your subscribers have “opted in” – they chose to receive your emails. They already like what you’re offering, so make sure not to bombard them with millions of emails.
Also, when sending emails to your subscribers, make sure your content is beneficial to them and makes their subscription worthwhile.
5. Short & sweet
Be concise and don’t waste your reader’s time. Online readers tend to have a very short attention span so send only the most necessary information. Think of the emails & deals you get daily, do you read every single sentence written? Most likely not.
If your content is more than 2 paragraphs, link the additional content back to your site. Most likely readers skim the contents of their inbox. If something catches their eye, they will read more carefully. So best practice would be to ensure very important information is at the top of the newsletter. If the reader is interested in the content, they will click to your site and read more. To learn more about getting creative with your email subject lines, look out for part three of this series.
6. What can you provide for your subscribers?
Make sure to entice your audience with helpful tips or special offers. For example, every couple months give your clients a chance to win a product or 10% off of a service you provide. To benefit you, send out a short survey to ask your customers how you’re doing, and by doing this sign them up in a drawing for a chance to win something. This will keep your subscribers engaged and helps you in getting feedback from customers.
7. Keep an open conversation
It’s proven that having a conversation with your readers – rather than throwing information at them -makes you more approachable.
The easiest way to engage conversation is through social media. You can ask a question in the email that requires an answer via Facebook or highlight your social media as part of the email. But to get viewers to answer and connect with you via social media, you will have to give them an incentive to join the conversation. Use giveaways like a free iPad, discounts on products, and/or special offers such as two for one deals to sweeten their interest. These types of offers will get your users more engaged on email and social media.
Note: If you use social media, make sure to constantly ask questions and promote your products. And think about sending your readers a poll to gauge your performance!
8. Spelling matters
This is a big one. Make sure your spelling is correct. It’s such a simple tip, but it goes a long way. Having something misspelled on your site, let alone an email, can turn your reader away from respecting you as a viable resource.
Next Post: Part 3
Thanks for reading! Now that you’ve figured out what content to put in your email, it’s time to discuss subject lines & sending your email blast. Check back next week or subscribe to this blog for the next part of this post.
When Google Analytics makes changes to their platform, it’s usually a good thing, and helps users navigate through the dashboard easier, offers a more powerful data experience and overall is seen as beneficial to the user.
Google Analytics did just that this time around, as they rolled out some improved features earlier this month. We at E-Nor dove right into the changes and have been loving them.
The first change you notice when logged into Google Analytics is there are less tabs at the top of the screen. Just the simple Reporting, Customization, Admin and Help tabs are now available here. This area had been freshened up a bit, and some of the reports here have been moved to the left sidebar. We’ve noticed this definitely makes more sense, and offers up a more unified placement for the tools. Plus, the top orange navigation bar floats as the user scrolls down the page. Pretty cool!
Create Your Own Custom Dashboard
We all have our own preferences, right? So too is the case when working with Google Analytics, and the gurus at Google have figured that out! The platform now offers new enhanced personalized dashboards. Users can choose from a variety of layouts, giving them a handful of options available. This feature expands the way the dashboard is laid out, and how users can see their data.
1. Advanced Segments
Anyone who works regularly in Google Analytic is aware of the Advanced Segments feature. Well, thanks to this most recent round of changes, this tool has been added to the dashboard. (Yay!) Users can find this button in the upper left section of the dashboard near the Audience Overview header.
2. New Widgets
The Geo Maps and Bars widgets are both new additions to the Google Analytics dashboards. You will also find the Geo Maps have been added for custom reports. These are available on the improved dashboard, and provide yet another set of data gathering tools that help users. The Geo Maps widget allows users to color code data by country, state and so on. The Bars widget give more advanced graphic data abilities.
Examples of Widgets
So if you haven’t already noticed the improvements to the Google Analytics interface, now is a good time to jump in and check them out.
We at E-Nor have found these new and/or revised features and tools highly beneficial, and love the fact that they allow us to continue to provide top-notch analytic services to our clients. We hope you enjoy the changes too!
Superbowl Sunday! GO NINERS!!!! Is mobile phone traffic on your site going to be the same during the game? During commercials? During halftime? In this post, we’ll show you how to figure that out!
Mobile is taking over! The ability to access the Internet from everywhere is so convenient – when you’re at the supermarket, gas station, even when you’re driving (don’t do that). Sometimes, I’m too lazy even open my laptop at home, it’s simpler to just pull out my mobile phone in front of my TV and connect.
And mobile use is only growing:
In 2013, more people use mobile than PC’s (Gartner 2011)
50% of U.S. cell phone users have smartphones
47% of consumers look up local information (for example, stores they want to visit)
Marketers who don’t start accounting for this trend will surely be left behind. The design and structure of your site, how your visitors use it, how visitors buy, etc. – is completely different on mobile devices vs. desktop – even vs. tablets. A mobile visitor is on the go, the screen is significantly smaller than a PC and tablet, it’s touch screen, etc. As a marketer, you need to be able to do dive deep and figure out exactly what’s going on to get insights unique to each.
Ideally, the following insights is what you want to see. You can see in this case that mobile phone and tablet behavior is different – tablet visitors are much more engaged, spend more time on the site, and view an average of one more page than phones:
“Mobile” (including Tablet)
It’s tricky. Google Analytics lumps tablets into the “mobile category”. But what if your design is responsive, and you have a different design for your mobile phone site vs. your tablet site? What if that’s impacting your traffic differently? You’ll need to separate the data.
Advanced Segment: Mobile Phones Only
Google already has a default segment to analyze ONLY “Tablet” traffic. But where’s the “Mobile Phone only” default segment? We love Google, but hint hint, cmon guys…
Have no fear – our resident analyst genius, @charlesfarina created a simple advanced segment to do this. Here’s how:
Step 1. Create a New Custom Advanced Segment
At the dashboard, choose Advanced Segment and click on “New Custom Segment”
Step 2. Name Your Custom Segment
Name it something useful like “Phones”
Step 3. Include Mobile Traffic
Get all of mobile traffic, including Tablets and Mobile by selecting “Include” > “Mobile (including Tablet)” > containing “Yes”.
Step 4. Get rid of Tablet traffic
In order to separate mobile phones from tablets – you want [Mobile (which is mobile + tablets)] – [Tablet]
Add an “and” statement and “Exclude” > “Tablet” > containing “Yes”. This will get rid of tablet traffic.
Your advanced segment should look like this:
You are ready to slice and dice only mobile phone traffic!
Just in case, here’s a quick link for the segment http://goo.gl/TTCEM (so you can just save it to your profile automatically).
There are so many screens, features, tools, filters, searches, etc. For the heavy data cruncher, it’s always nice to have a set of shortcuts for quick execution of common tasks. In case you couldn’t find it on the Google Analytics Blog, we laid them out for you.
Here are a list of keyboard shortcuts in Google Analytics:
Date Range Shortcuts
Set date range to TODAY
Set date range to YESTERDAY
Set date range to LAST WEEK
Set date range to LAST MONTH
Toggle date comparison mode (to the previous period of whatever you are looking at. Example, if you’re looking at 6 days, this will compare it to the 6 days before it)
Toggle date comparison mode (to the previous year of the period you are looking at)
Open keyboard shortcut help
Search help center
open account panel
shift + a
Go to account list
shift + d
Go to the default dashboard of the current profile
Some of them not working? If you’re a genius like me, it’s probably because you pressed one of the keys on accident and it took you to the search box. Make sure you are out of the search box when you try these.
As 2012 was coming to an end, a lot of our customers were interested in sending end-of-year email blasts. It got me thinking about all the email marketing our clients have done and how this has benefited them in different capacities. A year ago, I began trying different ways in approaching email marketing. As long as it’s been around, you may be thinking, “are there really new ideas and tips for email marketing”? Simply put, yes, there really are. Whether it is segmenting customer lists or choosing the right subject line, I’ve found that simply adding the voice of the customer into your email blasts will benefit marketers that much more.
When creating an email blast, as a marketer, you easily remember what’s important to you (conversion, buying your product, signing up for your service, etc) but often you overlook the most obvious thing – what’s important to your audience. When an email encompasses what’s important to both you and your audience it produces the best conversion rate.
As a marketer, obviously your goal is to “sell”. However, the email reader isn’t concerned about YOUR goal – they’re concerned about theirs: “Am I getting a good deal or discount?” “Is this email relevant to me?” “Is it providing relevant and interesting information?” Readers are more likely to open an email if it’s relevant to them, which actually translates into a higher conversion rate for you.
Here are proven tips to best structure – and reap the rewards of – your email campaigns:
Who should I send my emails to?
1. Segment Your List
Customers are more likely to open an email that aligns with their interests. As a marketer, segment campaign/email lists based on people’s backgrounds e.g. their shopping history. As people sign up for your newsletter, separate them into lists by leads, customers, purchase activity, interest, demography or even geography. When it’s time to send emails, all you have to do is find the specific list you want to target and send (most online email marketing services allow you to easily do this). For example, I want to target women in New York. By segmenting my lists, I can filter for and target women that live in New York. Segmenting lists and sending emails to the appropriate demographic will prevent a high unsubscribing rate.
Figure 1 (Image Courtesy of Hubspot.com)- According to HubSpot’s Blog Post about segmenting lists, “39% of marketers who segmented their email lists experienced higher open rates, 28% experienced lower unsubscribe rates, and 24% experienced better deliverability and greater revenue.“
2. Quality is better than Quantity
Many marketers think in terms of quantity but when it comes to sending emails, quality customers are key. It’s better to attract customers organically, rather than buying lists.
Have a subscribe form on your site, preferably on the home page or somewhere consistent on every page such as the header, footer, or sidebar.
Add a subscribe form on your social networks if they allow tabs.
Have a subscribe option on your checkout page when customers fill in their billing information, or even better, when they register to be a user.
3. Clean your contact list
When readers are searching the web, and find something they are interested in, the natural thing is to sign up for the email list. But what gets people to unsubscribe from that email list is that they’re receiving far too many and/or irrelevant emails. This is why tip #1 is very important. Segmenting your list allows you to send different types of emails to different types of viewers. Obviously trying to make sure every email caters to all your customers is virtually impossible but what you can do is optimize your unsubscribe process. When customers click unsubscribe, give them the option to unsubscribe to less frequent emails or only unsubscribe from a certain type of email that you send out, rather than unsubscribing completely. Ironically, by following this process you will find that your customers are happy because they’re only receiving information that they find relevant to them, and your list will be clean, thus proving to have a less unsubscribe rate overtime.
Next Post: Part 2
Thanks for reading! Now that you’ve figured out your contact list, it’s time to tackle the content of your email. Check back next week or subscribe to this blog for the next part of this post about content and how you can best serve your contacts with information that they actually want to read.