Inside Acronym – May 7, 2015
Meet Acronym’s Janelle Olmer
Digital Analytics Strategist
I came to Acronym at the beginning of this year. And oh, what a year it has been!
Where were you previously and what was your title?
I was a consultant at TravelClick, working primarily with the Reservations Product Team.
What do you do at Acronym and which clients do you work for?
As a Digital Analytics Strategist, I work with our clients to gain better insight into their web presence and improve their KPIs – whether that be through front-end Adobe/Google Analytics user support, web health reporting, or deep-dive analyses that help us understand visitor behaviors. In addition to all this, I have a dual role at Acronym: as part of the technology team, I help to improve and automate reporting and other procedures that will enable the entire Acronym team to work smarter. It keeps me on my toes, to say the least!
What do you consider the most interesting aspect of digital advertising overall and the current state of search marketing?
I am excited to see how the industry adapts to intent-based queries, as users start to treat the Google search bar more as a command prompt than a query. They expect their search engine of choice to be able to respond to that command before they finish entering it. Privacy issues aside, wouldn’t it be great if, when I spoke the command “book a hotel near my parents on my mother’s birthday,” my search engine responded by dropping me onto the checkout page of a hotel whose loyalty program I was a member of, based on my contacts list, personal settings, and browsing history? Navigating the role of advertising in that process – and being the vendor whose checkout page you get dropped on – will present huge challenges and fantastic opportunities for everybody willing to do that navigation.
What do you like to do best when you are not working?
Cooking, travelling, and running. I am not great at any of these things, but hey… nobody’s perfect!