Meet Acronym’s Thom Craver

Director, Analytics


When did you join Acronym?

I started working at Acronym in mid September, the 14th to be exact.

Where were you previously?

I was Chief Technology Officer at Internet Marketing Ninjas, where I helped lead teams that built SEO tools and supported clients.

What are your duties at Acronym and which clients do you work for?

I’m part of the company’s Analytics Team. Together, we interpret all the codes, tags and data collected by various web analytics packages and make sense out of the data. This enables us to document our clients’ wins and other opportunities in their marketing efforts. So far, I’ve been directly involved with SAP and Affinia. But there’s more to come, I’m sure!

What do you consider the most interesting aspect of analytics overall and how it applies to the current state of search marketing?

The entropy. I love taking a bunch of data points and connecting the dots to what’s going on with a particular site. Whether it’s traffic from email campaigns, PPC, or watching SEO campaigns bear their fruit, there’s always juicy nuggets to learn about site visitors. It’s the nuts and bolts of what holds search marketing together. If you can’t measure it, you don’t know the ROI or plan for the future.

What do you like to do best when you are not working?

I enjoy spending time with my family, traveling and watching various sports. I’m a fan of the Bills (NFL), Sabres (NHL) and Arsenal (English Premiere League).