We needed someone to push us forward, so we turned to Roman.Andrey Burenok
About 7 years ago, when I didn’t know a thing about email marketing, I was at some kind of email marketing conference with my current partner Taras Polishchuk, where Roman Rybalchenko spoke so confidently, no one took a selfie with him yet, but many have already asked questions, and he answered them. Therefore, when I thought ‘I want to learn analytics’, for some reason Roman Rybalchenko, was on top of my mind. I reached him, and he answered me a month or two later: ‘Dear Andrey, hello’, he was somewhere in Bali. And I was surprised, ‘Dear Andrey, hello, I’m so-and-so, very sorry, so-and-so.’ Anyway, after a couple of months, Roman returned to Ukraine and for several months taught analytics two of my teams, Viasat and TripMyDream, and in particular, mentored Taras and me.
The story is, I know that half of my advertising budget is wasted. And the problem is that I don’t know which half. I believe that if you can’t measure something in our time of digitalization, online marketing and E-commerce businesses in general – button conversion, cost of a client attraction, cost of a client return, LTV of a client – shortly speaking, you need to know the margin of each button on your website and app, and so on.
At the moment when I reached Roman, I had poor knowledge on all of this, because it is not so simple to learn analytics on your own in our time. You need someone who will push you forward. And so I came to Roman for several reasons.
The first one was learning analytics deeper, that is, Google analytics in particular and general approach to analytics.
The second was setting up advanced E-commerce analytics for TripMyDream.
And we did it. Yes, it was difficult, because our model does not imply that we sell anything, but our partners sell. They transmit sales data via certain deep links, Google Analytics, or other web dashboards. This needs to be matched through internal analytics, transferred to GA, and correctly attributed. Therefore, there are a lot of opportunities – we call problems an opportunity.
And third, I wanted to set up a specific analysing process in my team.
Which we started to do since Roman began to teach and help us, in principle. Since then, we started analysing the team. Back then we were just trying E-commerce in Ukraine.
It so happened that Roman’s spouse, Olya, a wonderful, beautiful girl, the kindest girl, she’s very competent with email marketing. We immediately switched our sight to Olya, who helped us set up automation for email marketing and conducted an audit. That automation worked for about a year. Now we have changed it ourselves, but it worked for a long time back then. And we were satisfied with it.
Of course, even if it’s a small agency that fulfills your tasks, any agency always needs to be prompted, but with these guys, it’s a pleasure, they take it normally, not aggressively.
We worked on these tasks, as far as I remember.
The training that Roman did for us was initially insanely expensive. This is a very expensive thing. I do not regret paying the money, but I think that training is expensive. Today they can be found cheaper. But we took it as two separate corporations, therefore, so I guess it’s an ok price for corporations. If you take it for yourself, face-to-face mentoring, then I think the price could be decreased several times.
How much is this on the market? I have no idea. Now there are a lot of guys who teach successful success, analysed analytics and sales, so I haven’t addressed anyone else yet. There are a lot of such specialists, but, unfortunately, it turns out that I still can’t find a good analyst for my team.
Have you watched the Billions tv series?
No, ok. Then it’s hard for you to understand. There is such a heroine who always asks questions. In our world, when there are billions of answers when you really have billions of data. We have one and a half million visits on the website. We have about a million to one and a half million flight searches per month. Different people come and go. So there is a lot of data: airline tickets, companies, for how much they are looking for. The most important thing is to ask the right questions because there are too many answers. We must learn to ask the right questions. This is the first key factor. The second is to have the necessary tools in order to work with these questions and extract answers from them. That’s it, two things. In order to ask competent questions, you need to understand business logic as well. Many analysts lack the business thinking to figure out ‘Why do we need it?’. Think deeper, fly higher and look at the funnel, a little wider funnel, and a much wider funnel. Like that.
Any agency needs to look at three things, as in any service. The first one is cost. The second one is the quality of work. The third one is time.
In your case, I would look at the time when we were working together. Your cost is fine. The quality of service is higher than decent. I am satisfied with the quality of service. Regarding time, sometimes you take too long to do something. Sometimes you need to be reminded and get into priority.
Firstly, I recommend you anyway. If someone asks me, I say that you taught me at the time. Secondly, the main thing is that I do not condemn you. Believe me, in our time, when there are so many agencies and a lot of specialists, the most important thing is not to receive non-recommendations. It’s already worth it. Nowadays, when a black mirror is present everywhere when one Facebook post can kill a person, kill a business, make a good person an enemy of the state in just one day or two, it’s better not to have condemns. I think it’s enough.