Archive for the ‘google analytics’ Category

Larry Williams
Houston, TX
281-455-8300
lwwilliams@suddenlink.net

Summary

A results-motivated professional seeking an opportunity that utilizes his experience with IT sales, online marketing, SEO and web analytics to impact and grow a company’s productivity.

Employment Experience

eVariety Company 1/06-6/11
Online Sales & Marketing
• Sold collectible items through customized e-commerce websites, maintained a 100% positive customer service rating and shipped more than 75% of items within 10 days of posting.
• Utilized search engine optimization (SEO) methods and strategies to improve SERP rankings for multiple websites using tools including Google Webmaster Tools and SEO PowerSuite.
• Created and managed pay-per-click (PPC) advertising campaigns using Google AdWords to generate traffic and grew sales using keyword ads, as well as multiple blog and website placements.
• Increased ROI by adjusting multi-channel advertising budgets based on web analytics reports generated by Google Analytics, Omniture Site Catalyst and Google AdWords.
• Created promotional ads and links using HTML tags, Java widgets and RSS feeds on multiple websites, blogs and social media networks including Facebook, Google+, LinkedIn and Twitter.
• Researched, tested and trained on new SEO, online marketing and web analytics tools and techniques.

RSA 8/05-12/05
Senior Account Manager
• Marketed IT business solutions including project, contract and permanent staffing services.
• Met with prospects and gathered detailed information to determine future technical needs.
• Researched and analyzed prospective businesses using Salesforce CRM and industry web portals to forecast sales opportunities.

Bridgewater Resources 8/02-6/05
Business Development Manager
• Sold IT staffing solutions for a start-up business by developing and maintaining lasting relationships with companies seeking technical professionals and services.
• Drove sales production with a $500K/yr. average and a gross profit margin (GPM) exceeding 33%.
• Developed most of the CRM workflow process, website content and multi-channel marketing material to promote and advertise a new company and its services.
• Made presentations to corporate executives and hiring managers, gathered detailed information on job orders and planned search strategies with recruiters to target qualified technical candidates.
• Identified target companies and recruited prospects by attending Trade Shows, Career Fairs and multiple business, marketing and technology association meetings.

IntelliMark 11/94-6/02
General Manager – Account Executive
• Sold regional B2B IT staffing and project solutions by developing and maintaining lasting relationships with companies seeking technical professionals and services.
• Met with decision makers, gathered information on qualified sales orders and developed multi-channel marketing campaigns using cross-promotions and viral marketing.
• Managed Houston branch operations, including budget, marketing plans, sales forecasting and employee hiring, firing, training and yearly reviews.
• Developed and made corporate presentations and co-hosted a national business conference.
• Managed an internet strategy team project that designed and launched a new company web site that included a new layout and content, job posting and search capability and new marketing material.
• Managed a CRM migration project and created a paperless workflow process.
Sales & Recruiting Manager – Account Executive
• Sold IT services, recruited candidates and managed account executives and recruiters.
• Identified target companies and recruited prospects by attending Trade Shows, Career Fairs and multiple business, marketing and technology association meetings.
• Led in-house training sessions and created internet training presentations, videos and documentation for sales and recruiting teams.
Technical Recruiter
• Recruited, interviewed and prepared qualified technical candidates for interviews with client companies.
• Received feedback from candidates and clients after interviews and negotiated starting salaries, benefits, start dates, sign-on bonuses and/or relocation packages.

Management Alliance Group, Inc. 3/94-11/94
Recruiter
• Sold staffing services to businesses and recruited candidates in multiple industries, including Finance, Medical and Oil/Gas.

Professional Achievements

• Inbound Marketing Certified Professional – HubSpot
• Manager of three (3) Presidential Award recipients
• Manager of one (1) Chairman Award recipient
• Quarter-Million Dollar Producer Award*
• Top Five Producer Award*
• Rookie of the Year Award*
• Member of Top Three Blended Services team*
* Texas Association of Personnel Consultants, Houston Area Association of Personnel Consultants

Education

Bachelor of Arts – Communications – Marketing, 1993
Stephen F. Austin State University – Nacogdoches, Texas

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Larry Williams

Houston, TX

281-455-8300

lwwilliams@suddenlink.net

Summary

 

A results-oriented professional seeking an opportunity that utilizes his experience with IT sales, online marketing, SEO and web analytics to impact and grow a company’s productivity.

Employment Experience

 

eVariety Company                                                                                                    1/06-1/11

Online Sales & Marketing

  • Sold collectible items through customized e-commerce websites, maintained a 100% positive customer service rating and shipped more than 70% of items within 10 days of posting.
  • Utilized search engine optimization (SEO) methods and strategies to improve SERP rankings for multiple websites using tools including Google Webmaster Tools and SEO PowerSuite.
  • Created and managed pay-per-click (PPC) advertising campaigns using Google AdWords to generate traffic and grew sales using keyword ads, as well as multiple blog and website placements.
  • Increased ROI by adjusting multi-channel advertising budgets based on web analytics reports generated by Google Analytics, Omniture Site Catalyst and Google AdWords.
  • Created promotional ads and links using HTML tags, Java widgets and RSS feeds on multiple websites, blogs and social media networks including Facebook, Google+, LinkedIn and Twitter.
  • Extensively researched, tested, trained on and utilized new SEO, PPC, online marketing and analytics tools and techniques.

 

RSA                                                                                                                            8/05-12/05

Senior Account Manager

  • Marketed IT business solutions including project, contract and permanent staffing services.
  • Met with prospects and gathered detailed information to determine future technical needs.
  • Researched and analyzed prospective businesses using Salesforce CRM and industry web portals to forecast sales opportunities.

 

Bridgewater Resources                                                                                             8/02-6/05

Business Development Manager

  • Sold IT staffing solutions for a start-up business by developing and maintaining lasting relationships with companies seeking technical professionals and services.
  • Drove sales production with a $500K/yr. average and a gross profit margin (GPM) exceeding 33%.
  • Developed most of the CRM workflow process, website content and multi-channel marketing material to promote and advertise a new company and its services.
  • Made presentations to corporate executives and hiring managers, gathered detailed information on job orders and planned search strategies with recruiters to target qualified technical candidates.
  • Identified target companies and recruited prospects by attending Trade Shows, Career Fairs and multiple business, marketing and technology association meetings.

 

 

 

IntelliMark                                                                                                                 11/94-6/02

General Manager – Account Executive

  • Sold regional B2B IT staffing and project solutions by developing and maintaining lasting relationships with companies seeking technical professionals and services.
  • Met with decision makers, gathered information on qualified sales orders and developed multi-channel marketing campaigns using cross-promotions and viral marketing.
  • Managed Houston branch operations, including budget, marketing plans, sales forecasting and employee hiring, firing, training and yearly reviews.
  • Developed and made corporate presentations and co-hosted a national business conference.
  • Managed an internet strategy team project that designed and launched a new company web site that included a new layout and content, job posting and search capability and new marketing material.
  • Managed a CRM migration project and created a paperless workflow process.

Sales & Recruiting Manager – Account Executive

  • Sold IT services, recruited candidates and managed account executives and recruiters.
  • Identified target companies and recruited prospects by attending Trade Shows, Career Fairs and multiple business, marketing and technology association meetings.
  • Led in-house training sessions and created internet training presentations, videos and documentation for sales and recruiting teams.

Technical Recruiter

  • Recruited, interviewed and prepared qualified technical candidates for interviews with client companies.
  • Received feedback from candidates and clients after interviews and negotiated starting salaries, benefits, start dates, sign-on bonuses and/or relocation packages.

 

Management Alliance Group, Inc.                                                                           3/94-11/94

Recruiter

  • Sold staffing services to businesses and recruited candidates in multiple industries, including Finance, Medical and Oil/Gas.

 

 

Professional Achievements

  • Inbound Marketing Certified Professional – HubSpot
  • Manager of three (3) Presidential Award recipients
  • Manager of one (1) Chairman Award recipient
  • Quarter-Million Dollar Producer Award*
  • Top Five Producer Award*
  • Rookie of the Year Award*
  • Member of Top Three Blended Services team*

* Texas Association of Personnel Consultants / Houston Area Association of Personnel Consultants

 

 

Education

Stephen F. Austin State University

Bachelor of Arts – Communications / Marketing – 1993

 

 

 

My Top 5 Most Used Custom Reports in Google Analytics – Search Engine Watch (#SEW).

4 Steps to Measure Social Media ROI with Google Analytics

, June 16, 2011

Social media ROI has remained elusive for numerous marketers despite their best efforts to develop a calculation that will prove the business value of the allotted social media resources.

Through a new feature in Google Analytics, some customization to your Google Analytics tracking, and diligent work on the part of your social media team, the ROI of your social media efforts can be discovered using Google Analytics. To get to the point where you can calculate social media ROI, there are four steps that need to be taken.

Step 1: Implement Proper Social Media Tracking

Ensure that you’ll have the ability to segment revenue that’s generated through social sources by your internal direct efforts and revenue that resulted through external social means. In other words, revenue that’s generated as a result of links your team placed on social sites and revenue generated through links placed by people outside your company.

In order to measure your direct impact, you need to ensure you’re always using campaign tracking on any links you put out on social media sites that point back to one of your sites. It’s a fairly easy process, but one that can be a bit tedious to manage at the outset. Once you’re in the habit of always adding campaign tracking, it will become second nature and the results will be well worth the effort.

Google offers a simple URL builder tool to help create campaign tracking strings, but you should either build your own tool or creating one in Excel that allows you to manage the names that are used for each parameter. This is very important because you don’t want to cause yourself reporting headaches by using different names for parameters that should be the same.

The last piece is creating an Advanced Segment that allows you to get a breakdown of the last-click transactions that occurred as a result of your direct social media efforts. This would be accomplished by combining parameters that were used in the campaign tracking. For example, if all the links you place have “social media” as part of the medium, then you’d use Medium as the dimension and containing “social media.”

direct-social-media-efforts

You’ll now be able to segment out the visitors who got to your site as a result of your direct efforts, but you’re still missing the segment that came to the site through a non-campaign tracked social source. To key in on this segment, you’ll need to create another Advanced Segment.

The second Advanced Segment should use Source as a dimension and should contain a regular expression that matches all social sites that are relevant to your company. You’ll then want to include an “and” statement that excludes the segment that was included in the first Advanced Segment. For example, if you used “social media” as the Medium in the first Advanced Segment, you’d now exclude it here.

external-social-media

You’ll now have the ability to segment revenue generated through your own internal direct social media efforts and revenue generated through external means.

Step 2: Track Social Media Last Click Transactions

Last-click transactions are typically how all transactional data is reported in web analytics tools. Through this method, each transaction is generally attributed to the source that drove the visitor to the site when the transaction occurred.

When looking at just social media referred visitors, you’ll want to apply the Advanced Segments that was created in the first step to the ecommerce reporting in Google Analytics. By applying each of the Advanced Segments, you’ll be able to see the revenue that’s generated by your direct social media efforts and the social media revenue generated by other external means.

This will get you part of the way to calculating social media ROI, but much of the value from social media likely doesn’t come from last-click transactions. That’s why the next two steps are critical to gaining an understanding of the overall ROI of social media

Step 3: Track Social Media Assisted Transactions

This step is not yet available for the vast majority of Google Analytics users as it involves multi-channel funnels, which are still in limited beta. Once it’s released to the masses, however, it will provide incredibly valuable data on transactions that were assisted by social media sources. An assist means that the referring source wasn’t the last click, but the source did refer the visitor to the site in the 30 days prior to the transaction.

When measuring assists, you’d again make use of the Advanced Segments that you created in step one to breakout your social media efforts from what was referred by means external to your company. Instead of looking at last-click revenue that was generated by each segment, you’d instead be looking at the revenue that each segment assisted in generating.

Once this data is compiled, you’ll now have last-click revenue generated through social media and assisted revenue generated through social media.

So what about transactions that occurred where a social media source wasn’t involved in an assist or the last-click but did influence the buying decision? This is where it gets tricky, but it’s possible to capture that data in Google Analytics as well.

Step 4: Track Off Site Social Media Influence on Transactions

In many cases, social media will lead to transactions without ever referring the visitor to your site. A new customer may become aware of your brand and make their purchase decision through social media, but come through search or another source to make the purchase. When this occurs, there’s no record in Google Analytics of social media having any impact on the transaction.

To begin gaining insights into the influence of off site social media behavior, it’s important to include a couple quick questions in the checkout process that will allow you to find out what factors played into their purchase decision. Simple questions like the following examples where the user selects from a drop down list of possible answers can provide the information you need.

  • How did you hear about us?
  • What had the greatest influence on your purchase decision?

Just having customers fill out these types of questions during the checkout process isn’t enough. In order to provide value in a social media ROI calculation, you need to capture the answers in Google Analytics as part of the transaction information.

Use the Affiliation attribute in the e-commerce tracking to capture the answers instead of using it for its typical purpose. By doing so, you can see the answers that were chosen for each transaction that’s recorded in Google Analytics.

The end result is that for every transaction that occurs you can see if social media was responsible for the last click, assisted in the transaction by driving a previous visit, influenced the purchase decision off site, or a combination of the three.

The last piece is to determine an appropriate attribution model for your business. Once that’s been determined, you’ll know the amount of revenue generated from social media and can determine the ROI based on the cost of your social media efforts.

These same steps can also be applied to goal values in Google Analytics, where actual revenue isn’t produced, but value is generated by accomplishing a non-transactional goal. To make this work, you need to ensure that each goal in Google Analytics has a value that’s been established and is defined as part of the goal setup.

Lastly, don’t forget about the value of social media beyond ROI. You may not be measuring it as part of your ROI calculation, but you shouldn’t ignore it, as it likely will have an impact on the long-term health of your brand.

What is the Emerging Web Technology Stratosphere?

How can I possibly keep up with the most relevant “beta” and “latest releases” to stay on top?

Here is a quick list of the basic ABC’s for 2010 Techies:

  • Analytics
  • Blogs
  • Cloud
  • Debug
  • ECommerce
  • Flash
  • Google
  • Holistic
  • Ipad
  • JavaScript
  • KPI
  • Link bait
  • Metrics
  • Netbook
  • Opensource
  • PPC
  • Query
  • RSS
  • Social Networks
  • Twitter
  • UI
  • Viral
  • Wiki
  • XML
  • YouTube
  • Zip

by Larry Williams

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Eleven Steps to
SEO Heaven – Part 1

By Tim Meadows-Smith (c) 2010

It is possible for you to make your website ‘the best and most relevant’ for certain searches and to convince the search engine operator you are just that too. That is SEO. Each of my 11 steps to SEO heaven is necessary. I assume that you will be committed to a long term marketing strategy, and to measuring results with a view to adjusting your activity. The steps include those of preparation as well of those of continuous repeated activities. The early preparatory steps are perhaps the most important as errors here will frustrate the effectiveness of the later ones.

Armed with our clear objectives and online strategy:

Step 1 to SEO Heaven – Keyword Research

A vital first step that should not be undertaken lightly. While experienced pay-per-click advertisers will know that you can easily test and change hundreds of keywords in paid search campaigns, they should understand this not possible for organic search optimization. It is normally advisable to concentrate on one to five key phrases for the whole site around a core theme. Then, for individual pages only one to three phrases. For large sites with hundreds of pages it is hard to optimize every single page. The effort and cost of SEO to the full extent produces diminishing returns.

Step 2 to SEO Heaven – Competitive Intelligence

SEO is competitive. There is only one front page and only one top slot so it is important to know your competition and perform better. What are they doing? Where do they rank and for which keywords? Who is linking to their website and why? The less competitive your industry is online the easier it is for you to outperform your competition. This is an important determining factor in the cost and resources necessary to achieve your desired SEO outcome.

Step 3 to SEO Heaven – Web Design and Development

Like trying to cable an old building for modern communications or boosting performance of an obsolete machine, fixing a bad website design is much tougher than building properly from scratch. When you create a new website, make sure to consider search engine friendly design and architecture before and during the actual development of the website. Almost all template-based websites are tough to re-engineer for SEO. A good design from the start will save you a lot of time and money. In most cases it will put you ahead of a considerable number of your competitors. In most cases a high performing design for SEO is also a user friendly design, but occasionally compromise is necesary.

Step 4 to SEO Heaven – Get Your First Inbound Links

There is no need to pay to submít your website to any search engine. Just as soon as you create inbound links from other websites to yours the search engines will find your website.

There are plenty of scam products and services. Avoid them. They are a waste of your money. No one can guarantee you a number 1 ranking. It must be earned and maintained by being the best and most relevant.

There are some web directories that are recognized by search engines and gaining a trade listing there will be a helpful kick-start to your SEO campaign. Then ask your customers and suppliers to place a link to your website from theirs. Most will be pleased for the favor to be returned.

Step 5 to SEO Heaven – Sitemaps

The larger search engines allow webmasters to submit a sitemap to them via a webmaster console. The search engines also provide reports and other useful information, such as technical problems with your websites you might not be aware of via their console. Even if you decide against the submission of a site map to the search engines, it is advisable to create an account and register your website with them, just for the reports and statistics they provide free of charge and which are invaluable for your internet marketing efforts.

After completion of the first 5 steps, schedule them for occasional review. The remaining tasks require regular and repetitive effort. In Eleven Steps to SEO Heaven (steps 6 to eleven) we look at taking a website that is a SEO ready site with a ready to run campaign and look at the steps and work needed to claim a high search engine ranking.

About The Author
Tim Meadows-Smith is an experienced non-executive chairman, director and business advisor from a classical sales and marketing background gained with famous global FMCG brand owners. He has worked with businesses globally in the FMCG, logistics, service and technology sectors. He may be reached by email at Tim@Meadows-Smith.com. Find further articles at: www.timmeadows-smith.co.uk/blogarticles.php.