“People tend to look at the wrong numbers and misinterpret the results”
Robert Petković is known to get to the point and in our conversation, he’s straight-talking as expected when we talk about his take on digital marketing in 2021 and his background as one of the first full-time digital analysts in Croatia.
Today, his role is higher level as Digital Analytics Director at Pro media group in Zagreb, Croatia, where he focuses on data storytelling and website analysis for large corporates.
In his own words, he frequently draws on his psychology background to help understand human behaviour and from talking to Robert, it’s clear that we’ve come a long way in the past 20 years when it comes to website analytics, but we also still have a long way to go.
Robert is our expert of the month.
Read more“Why does your business exist digitally?”
It sounds like a simple question, but to many, it is actually quite difficult to answer. In particular, in large and complex organisations, depending on who you speak to, you’ll often find quite different answers.
In my recent conversation with Toronto-based Blair Roebuck, she shared her challenge of looking behind the numbers, finding the compromise between different views and opinions, yet only one website
According to Blair, every website has a purpose. If you are in B2B, it might be showing your authority or it might be all about lead generation. The trick is, that we are being measured on different outcomes and conversion doesn’t necessarily mean checking out in an e-commerce flow. Long story short: We’re often not measuring against the right metrics
Read moreWe have talked about being data-driven for years now, but for most of us, there is still a long way to go. Especially social media have given us easy access to a lot of different metrics. The issue is that almost all of these are volume-based:
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