Looking Back at 2011, Setting Goals for 2012

Happy New Year!
A new year has begun and I wanted to do some reflecting on 2011. Personally and professionally speaking, 2011 was a great year for me, and I feel it was a great year for Web Analytics as well. More companies are embracing the concept of making decisions based on data, rather than personal preference, than ever before. Also the expansion from Web Analytics to Digital Measurement is well underway. It’s definitely not just about the Web anymore – with the explosion of smart phones and tablets on the market, and social media still taking the internet by storm, there is no excuse not to measure across all digital media today. If you’re still only measuring your Web analytics, you’re missing the bigger picture.

Within the realm of my consulting business, my 3rd year was a banner year for me. I’ve gone from the realm of just squeaking by to actually earning a comfortable enough income that I can consider retirement savings again (whew – that one had me a bit worried. I am very behind on my retirement savings so I need to catch up!).

In 2011 I averaged 23.5 billable hours per week. I had my share of of peaks (70+ hours) and valleys (1 hour) during the year. In 2012 my goal is to increase that average to 30 billable hours/week, and also to try and smooth out those peaks and valleys as well.  Ideally I won’t peak above 50 hours/week too often. Also, with the exception of any vacations I decide to take, I’d like my valleys to not dip below 10 hours/week.

In 2011 I also managed to negotiate myself a 13% “raise” with my clients. This was the first time in 3 years I raised my rates so I was pleased that my clients were open to the increase. I now don’t plan to raise my rates again until 2014. Instead I will focus on trying to get more consistent billable hours per week instead.

Another goal I have for 2012 is to become more proficient with eCommerce. This still is an area I am lacking expertise in. I’ve done some work with eCommerce clients in 2011, but I am hoping to increase that in 2012. I feel quite comfortable working with lead generation and brand awareness focused clients, however I need to continue to push myself out of my comfort zone. I also want to do more digital measurement – tracking mobile apps and social media. As I said earlier, I can’t just focus on the Web anymore.

Just on a personal note, in 2011 I also became engaged to my very wonderful sweetheart. We plan to marry sometime in 2012.  My other personal goals for 2012 include trying to get all the little remodeling projects in our house done so we can sell and upgrade (with 2 humans, 2 dogs, 2 cats and an aquarium of fish, this house is starting to feel a little bit cramped!).

What are your goals for 2012? Please share!


2 thoughts on “Looking Back at 2011, Setting Goals for 2012

  1. Gabi, 

    First congratulations on your accomplishments of 2011 and your engagement! That’s incredibly exciting.  My goals for 2012 are to definitively choose a career and to make significant headway in becoming qualified to transition to that career in 2013. I also want to pay off at least 75% of my law school (and other) debt, and to build a nest egg for 2013. Anyway, thanks for sharing your goals and progress. It is incredibly heartening and inspiring!


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