5 Pillars of a Successful Digital Professional

So you are enthusiastic of the Digital World and that would like to build your career around it.
Let me tell you, what I consider the 5 pillars of a good Digital professional.

1-Keep yourself up to date.

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(Photo credit: Wikipedia)

As you know the digital world runs very fast and tomorrow your site could rank from the 1st to the 5th page of Google. Invest a considerable amount of time of your day to read and understand the evolution of your business. Something like a 20% or your time on researching sounds like a good amount.

2-Rely only on data

As you know the human being is subjective and full of feelings. While measuring, analyzing or testing, rely only on DATA. I don’t mind if you like more that button in blue if people like it pink….then pink is the winner


Your time is limited. Automate every process that you can. Like social media posting, reporting, or emailing. Use templates for emails, use software like tableau server to report, use Buffer to schedule posts. Your time is gold.


Start any project with a goal in mind…I use to focus on revenue in most of my analysis but your company might want to have a bettter customer experience or sentiment.In any way set up targets and meaningful KPI’s. Even if a small thing…reach 100 fans in facebook. START the campaign with the Goal in mind.

5-Take the risk

Be brave and try complex and innovative things. Even if you fail, you will learn a lot. This is not to satisfy your own ego, and it should never be, is more to meet goals in your career. Don’t take any risky decision based on assumptions or feelings, go back to point 2. Collect, analyze and predict with your data…you will never fail! :-)

Just start putting on practice this 5 points and you will have a strong successful digital career.


Big Data: 5 Important Questions You will need to Answer to Succeed

The world is starting to get smarter.

We’ve got smart phones, smart vacuum cleaners, even smart yoga mats. This relationship of  data and technology is radically changing our world and making it smarter. And business must become smarter too.

Big data is one big way businesses are meeting this challenge, but many times companies dive in without first creating a  framework within which to approach their data needs: Beginning with strategy, Measure metrics and data, Apply analytics, Report results, and Transform your enterprise.

Before introducing any big data project, ask and answer these five essential questions:

1- What business problem could I solve?

There’s an inclination from firms to get as much data as is possible — not because they make plans to do incredibly detailed analytics, but because they don’t basically understand what need to for, in order that they seek everything. A more informed idea would be to get started with your strategy and huge business challenges or questions first, then posing for the comprehensive data it is important for you to solve those problems.
Which leads us to…

2- What data will I need to answer my questions?

You may well be able to obtain the data from within the company, but you could also look to the many million new sources out there, structured and unstructured, etc. Only by knowing what data you’re seeking, however, would you like to know where to look out for it, and how to collect it.

3- In what way will I analyse the data?

Traditional data collection and analysis is one area — like point of sale transactions, website clicks, etc. — but where much of the promise of big data lies is present in unstructured data, like email conversations, social networking posts, video content, photos, voice recordings, sounds, and so on.
Combining this messy and complex data with additional traditional data is whereby a large amount of the value lies, nevertheless you need to have an outline when it comes to the analysis.

4- How might I present the insights?

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Tableau de l’indice de masse corporelle (Photo credit: Wikipedia)

All the necessary fancy datasets and condition analytics don’t mean anything if they aren’t presented onto the right people in the right way in order to facilitate selection making. Making good use of data visualization techniques and taking pains to highlight and display important connections can help ensure that your data gets made use of, but keeping your target audience on your mind is maybe the most important thing to recollect.



5-How might I exploit the insights?

Hopefully, your insights will circle back around and help solve one or more of one’s business problems identified, but the truth of the matter is that this data may uncover other opportunities to produce. Companies can (and really should) utilize insights gained from the  data to further improve their decision-making, their customer experience, their employee brand and also their business performance. For some subjects to converse with and data sets will certainly be one-time projects, others will need to be monitored over time, and techniques tweaked clearly as the data indicates. Be sure to keep these characteristics on your mind when planning how to implement



5 Conversion Stoppers on Aviation Websites that will actually make you leave their site

Aviation companies put a lot of efforts in making people book tickets online, obvious yeah. But sometimes the way they do it looks more like they don’t want you to buy that ticket or, at least, challenge your online skills.

Less is more, yes, that applies also to airlines and bookings. Overwhelming with too much information is often one of the main reasons of abandonment while booking. but there are a few more flagrant  stoppers in Aviation webs. They are described below.

1-Air Canada – Flight Selection Nightmare

Air Canada is the flag carrier and largest airline of Canada. Their site is not something that I would call convert friendly. But what really blow my mind is their flight selection page which  is a mega long page with so many options, that honestly, are not very clear. At this point, I would have said, ok let me use Sky Scanner.

air canada flight selection page

This is only a part of the whole page.

air canada flight selection page

I said to myself, let’s give it a chance, and then….the review page. Something that looks more like a Bank Contract with hundreds of remarks and fine print. To reach the Continue button, you also will need a considerable amount of scrolling.


Sorry but not! EXIT

2-IndiGo homepage – What, where, how, why?

I received a notification from IndiGo, an Indian airline, encouraging me to visit their new, revamped and shiny website.

Obviously attracted by curiosity I did immediately clicked and this is what I found.


scroll down and…

indigo website

I tried to find the Flight Search, which I think is on top, but I started getting dizzy and…. EXIT

meme caption

3-Aerolineas Argentinas – International Landing page

When I am booking a flight, generally, is because I want to travel :-) I want to know if you have availability, what is your price, conditions, timings, etc.

But I don’t really want to spend 10 minutes trying to find the appropriate website.

Aerolíneas Argentinas, Argentina’s largest airline shows you the screen below when you reach for the first time.

Screenshot of Aerolineas Argentinas website

22 Flags and Options before even seeing a Booking Widget. I feel I need a break… EXIT

Inside it doesn’t look much better

screenshot aerolineas argentinas


4-Air Berlin – Payment failures

The Germany’s second largest airline, and partner of Etihad it is an old player in the e-commerce and in the European aviation industry, however, they are still having some serious issues while booking online.

screenshot at airberlin.com

I had to try 4 times  to get redirected to Paypal. Probably I only tried so many times because I just wanted to count the number of errors… :-)

paypal screenshot

This one is a BIG  NO, NO, NO, I want to travel, I want to fly with you….but I can’t pay at your siteEXIT

5-Monarch – Where is your page?

Monarch Airlines, also known as and trading as Monarch, is a British airline based at Luton Airport, operating scheduled flights to destinations in the Mediterranean, Canary Islands, Cyprus, Egypt, Greece and Turkey.

I came across their page through a directory, and that is what I found

monarch screenshot


Apparently that was an old domain http://monarch-airlines.com/, that they are not redirecting to the new site


…I am really confused, do you really exist…is anyone there?….EXIT

Bonus – Air Dolomite – Who are you?

The Italian carrier Air Dolomiti, part of the Lufthansa Group, shows the cookies advice in a very obvious manner.

screenshot air dolomite

So obvious and clear that they cover the header and you end up asking yourself which website are you browsing…..

Have you found any stopper while booking a fly ticket?


Why users are leaving your mobile App, and how to change it. Infographic

Mobile apps are ‘on fire’. Every company wants to have one, in case they don’t have it yet.

But not all the companies are making the most of their app, indeed many of them suffer from a lack of openings, poor engagement or high rates of abandon.

Mobile analytics is still a science not very well developed, and only a few companies are mastering it.

In the following Infographic offered by Twinprime, you will find some key stats and insights that might help you to improve the performance of your app, and at the same time bring more engagement with it.

Infograpgic image of mobile app

The infographic is offered by TwinPrime


Marketing analytics: what your internet traffic says about your business

In digital advertising, we’ve an unusual ability to collect user data that’s superior to other forms of advertising data; particularly in relation to what’s featured in TV or print.

However, merely collecting the data can possibly be overwhelming unless a marketing anthropologist can cut the clutter and provide meaning to exactly what the data says about your business.

Below are a few information on how to give meaning to your webpage traffic or advertising response data.

Separate perception from reality

Often, a business’ view of its customer is amazingly then again the customer’s actual behavior. Fortunately, analytics can support or challenge your perceptions and help you build a profile of the customers that you attract.

Just for example, it’s possible to determine:

  • Geographic location Pinpoint city, regions, states or country
  • Demographics and interests Combine remarketing data on your site analytics to reveal age, gender, and special interests by category
  • Time of day: Carry out users peak at certain times of day? What’s triggering this behavior?

Know when your web traffic is real


Perhaps you’re seeing spikes of spam bot traffic hitting your website or blog and generating false positives about your foreign audience.

Large volumes of traffic from Netherlands, Ghana, China, Russia and other faraway lands plus high bounce rates will probably be a sign of bots hitting your site or gaming your analytics code to appear as a visitor, even when they’ve never been on your site.

Most typical tactic occurring now could be traffic by referral sent to you from suspicious sites. Check your referral reports for names for instance “Simple-Share-Buttons, “Event-Tracking.com” and “Get-Free-Traffic. Connections to those sites will seem as part of your reports but don’t click on them they might look to be a gateway to a malicious program, Trojan, or perhaps a black hat SEO firm advertising their services.

fake referrals in Google Analytics

Foto credit: http://www.ohow.co/

You can eliminate this sensors data off of your reports by creating filters, while it needs diligent mission to stay just a little a step ahead of offender just like the names often change.

After all, you may no longer provide the international following that you felt you would have, your data will probably be very clean yet tell a more accurate story of your respective business.

Identify the strength of your own brand

“Direct Traffic” is any traffic that arrives in you via a primary link or URL and not via more choice-driven responses say for example a search engines like google, social media, or advertising.

A healthy percentage of direct traffic will implies that consumers are acquainted with your ad and certain type it right into their browser. Try and find this percentage to progress after some time as your brand sales from advertising, repeat business, and consumer memory.

Additionally, this name should really be a top 5 keyword for your business since this indicates strong brand memory in the minds of other people searching for you. If your brand name is not strong enough to fail your top 5, consider a branding campaign or public relations offer lift as well as grow name recognition.five

Long tail keyword data

The keyword choices that consumers utilize to find your company can tell you lots. They might look to misspell business name, associate you with the use of a competitor, know you only by the product sold by yourself, or search for a worker or spokesperson by name.

By collecting this long tail keyword data, you’ll be able to better learn how your prospects know you, what they call you, what they want from you, and maybe where they’re confused regarding your brand.

It’s vital that you observe that in Google Analytics, some keyword information could be categorized as “not set” in other words source is certainly not available.

It may be frustrating to marketing analytic gurus to not have this window into their data. “Not set” typically means the owner is searching privately with a cloaked browser or is logged in to your major search engine and most definitely has evolved to not be having their behaviors tracked.

In AdWords, however, these figures becomes available as an important aspect of Google’s advertising services. If you really encounter “Not Set” data, substitute with AdWords data when available. A few years ago, Google set default browser search settings to private; however, Yahoo/Bing searches provide keyword-level data within Google Analytics.

Also, pay attention to fake organic keywords that appear within your reporting and generate their way into one’s data. Ghost referrals are keywords that have utilized a weakness in Google Analytics appearing as part of your reporting. These suspicious keywords may appear as “Get Free Traffic” or something similar in an attempt to play like an advertisement for the venture that placed the concept of within your reporting. The terms are typically obvious and also have no relevance to your business.