|
|
Semphonic is getting ready to host it’s second annual X Change conference in San Francisco, California. X Change consists of small group conversational “huddles” where participants get to talk and work with leading experts. One of Xchange’s huddle leaders will be Linda Hetcher of Avaya. Linda is a Senior Manager at Avaya responsible for Web Analytics and Optimization, Natural and Paid Search Program Assessments, Voice of the Customer and On-line Usability Studies for the company’s global Internet site. Linda was also featured in a interview by Semphonic which you can check out below:
Tell us a little bit about your background and how you got involved in web analytics?
I began my career as an educator in Physics and Mathematics. Once I finished graduate school and received my Master degree in Computer Science, I wanted to apply my skills in the business of Information Management.
It was an optimum time to make the change as the field was growing in all areas including the Web. I was able to build my experience in both large and small firms in the area of technical marketing, professional services and application design. Moving to Web Analytics was a natural extension to what I had been doing.
What can you tell us about your responsibilities at Avaya?
My team is responsible for Global Web Analytics for the marketing organization in Avaya. Our efforts support both a centralized and regional model for our clients looking to monetize their efforts in branding, lead generation and thought leadership facets of their programs. The intelligence provided to them through analytics allows them to validate or change the way business is done.
What would you say are the key challenges associated with managing a global web analytics team?
Aside from the logistical ones, it’s understanding what can be leveraged
globally vs. what is unique to a region. Priorities are different from region to region based on the market demands, competition, program investment and specific customer requirements. Success comes from finding what is common and reusable, keeping in mind that things such as translation requirements and tools that adequately support multiple languages are imperative to our program’s progress.
Can you tell us a little about the technology you’re using? We met at an OpinionLab event where you spoke so I assume you’re using VOC technology, and I can see both HBX and SiteCatalyst code on your web site. What else is in your arsenal?
We are focused on VOC, usability assessment, traffic and behavior analysis and have robust SEO and SEM programs in place. As mentioned in the question answered above our choices must support a global model.
When we talked you sounded excited about coming to the X Change. While I know you’re new to the event, what are you looking forward to?
The thing that attracted me is that X Change sounded like the “ultimate birds-of-a-feather” event. If you are a believer that no one of us is as smart as all of us, linking up with like-minded individuals with similar challenges and questions seemed to be a very viable way to learn and gather new ideas.
You’ve seen the entire line-up of huddles at X Change, what other conversations are you hoping to join?
The choice will be difficult as there are so many good ones being offered. I will try to blend all three tracks (people, process and technology)
When we first met you mentioned you had a background in teaching. How would you say that background helps you in your current job?
Actually it’s been helpful in every position I have had. In fact, I firmly believe that being involved in Web analytics means we are in the business of education. That translates into educating ourselves and members of the team continually through forums, books, events, research, webinars, etc. We then leverage that knowledge and share it with our constituents in everything from developing strategies, processes and in acting as a consultative resource.
