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The title of my talk was: Redefining Web Analytics. The presentation covered the back story about my book, Web Analytics: An Hour A Day , the back story about why traditional web analytics finds itself in a pickle and presented my vision, definition and outline of Web Analytics 2.0. Specifying the Web Analytics 2.0
Numerous studies have pointed out that while almost all Fortune 500 companies have great investments in "Web Analytics" they still struggle to make any meaningful business decisions. Most people complain that there are tera bytes of data and giga bytes of reports and mega bytes of Excel and PowerPoint files.
Some of you know that I am the co-Founder of Market Motive, and also lead the Web Analytics Master Certification course (which is one of eight courses in Internet Marketing certification ). The course is a structured program that teaches the gamut of web analytics. and evolve to an Analysis Ninja-hood. Ding, ding, ding!
It is painfully heartbreaking to realize that a very small tiny number of people who have access to web analytics tools actually use them. with the reports and features you can already access. Perform Recency, Frequency & Pan Session Analysis: Fall in Love with People not Page Views. #6. I mean really use the tools.
12: Almost all reporting is off custom reports. #11: 11: Close to zero aggregated analysis exists, everything's segmented. #10: 9: Your qualitative analysis practice rocks like crazy! #8: 6: All automated reports are turned off on a random day/week/month each quarter to assess use/value. #5:
Some tools do pan-session analysis better than others, and there are a number of relatively new analytics solutions on the market today. I explain three different models (Online to Store, Across Multiple Devices, Across Digital Channels) and for each I've highlighted: 1. Let's do this! The really difficult questions.
But it turns out Google Analytics, just like SiteCatalyst, WebTrends, and other web analytics tools, already has plenty of pretty valuable deeply insightful stuff in it. One way to do it is for me to just tell you what my top ten Google Analytics reports are that you could familiarize yourself with. Sources Overview report.
, and in this post I want to share a really, really simple framework for structuring web analytics consulting contracts. The Web Analytics Consultant Quandary. From what I understand, I would be creating a Web Analytic Report and giving my recommendations. What could be the other deliverable for a web analytic project?
The 80/20 rule applies to our use of web analytics tools as well. I recommend that periodically you gather folks around you for lunch, pull up Adobe Analytics on the big screen in the conference room, let each person expose one hidden report or feature. Custom Dimensions: Deeper Unique-You Analysis. This hurts my feelings!
And, are we tracking people, devices, web browsers or whoknowswhat? I led a discussion the other day with a collection of people who were brand new to the space and some who were jaded long-term residents of Camp Web Analytics. Notice I did not say standard reports, those barely cross the bar of data puking.
Ask a famous blogger, a published author, a random twitterer or your mom how to succeed in web analytics, or how not to be a Reporting Squirrel. As if that was not painful enough, during the course of your employment the company made no actual decisions based on web analytics data. Then fulfill that need. It is a good answer.
For example, people are really shocked when they hear that even with no web analytics or advertising analytics tool on a site their behavior on the site gets automatically logged into server web logs. These server logs can then be used to do basic reporting using off the shelf software. Be careful! :)]. So, it is complicated.
Competitive intelligence, the "what else", is one of the core tenets of Web Analytics 2.0. The reason is simple: The ecosystem within which you function on the web contains mind blowing data you can use to become better. The software collects all the panel’s browsing behavior and reports it to the company running the panel.
The next stage in the metamorphosis of the popular web analytics tool. Along the way I'll share three different segments that you must have in your web analytics tool. Custom Reports! If you want to get really really good at web analytics segmentation I encourage you to read these two posts. Why Segmentation?
It is quite likely that your company is spending tons of time, energy, and dollars on web marketing efforts yet conversion rates (or ROI) are stuck in the two to three percent range. It is almost instantly accessible in any web analytics tool. Web Analytics, CoreMetrics etc etc etc. Bounce Rate to the rescue! Instantly useful!
And – so important – I want you to help me with your ideas of how we can do this impossible analysis better, in the complete absence of data :). The search queries by these users would hence be encrypted and not available to website owners via web analytics tools such as Omniture, WebTrends, Open Stats, Google Analytics etc.
Yes, it does summarize data from many reports into one. Dashboards are no longer thoughtfully processed analysis of data relevant to business goals with an included summary of recommended actions. Here's another example: Those of you who've read Web Analytics 2.0 data analysis skills (you? And now, pull back.
Multi-Channel Attribution Analysis. ~ I normally ask people to look at the Path Length report in the Multi-Channel Funnels standard report in Google Analytics (or equivalent tool if you are using SiteCatalyst or WebTrends or other web analytics tools). You can use the Top Conversion Paths report. Grab a Red Bull.
They did not have any web analytics tool. My answer: Don’t implement a web analytics tool, implement a short website survey that would have just three questions. Web analytics is awesome (you do expect me to say that don’t you! : )), is has to be a critical part of your web strategy because it can yield great insights.
I got an email the other day with this simple question: "How do break into the world of web analytics?" There is a ton of excitement about web analytics. In our field specifically, good Web Analysts will continue to be in high demand, for any conceivable time period. But neither role is that of a Web Analyst.
You know what is the one thing stopping you from finding truly actionable insights from your web data? Web analytics gems lie deep in the data and we spend our lives looking at the top ten rows of data. It does not matter which report you look at. Too much data from our web analytics tools. Affiliates. Products sold.
Here is a key difference between Reporting Squirrels and Analysis Ninjas: The latter almost exclusively leverage custom reports (powered by advanced segmentation) and the former flirt with one standard report and then another and then other and in the best case scenario pull only half of their hair out.
You see if you don't implement your links properly the person shows up to your site without any tracking parameters and thus fail to help your web analytics tool to put that visitor in the right source bucket. Missing web analytics tag from landing pages. They land on a page that is missing the web analytics tag.
The single biggest mistake web analysts make is working without purpose. No going to web analytics conferences. I'm not an expert in the credit score reporting business. My favorite report is the Credit Report Card. Don't open Google Analytics or Yahoo Web Analytics yet! We work very hard.
Included in the post are recommendations for measurement and data analysis. Often, though not always, they can also tease out causations between devices used during outcomes (five-second segmentation in say Google Analytics) and their media plans while focusing on customer analysis (not visitors, not cookies, not uuids, customers ).
You know, Analysis Ninja territory! So for our email campaign analysis let’s look at metrics using that framework. Most good email providers will do this automatically for whatever web analytics tool you use. Try different ones every now and then and see which one works best.]. Your company cross-channel outcomes data.
That's not including others I actively seek out around the web. Remember I am the creator of the 10/90 rule of investment in web analytics. Ok not boom overnight… but over the course of a few months the org started to be more data driven, because analysts we hired produced analysis. Simple right? More analysts.
It also contains multiple tabs full of specific computations of revenue incrementality delivered for various analytical efforts (Paid Search, Email Marketing, Attribution Analysis, and more). I've typed in as many things as I could think about connected to having a web analytics practice (i.e. 400% ROI, not bad. Say you use Yahoo!
There are three elements to our "big data" efforts, or unhyped normal data efforts: Data Collection, Data Reporting, and Data Analysis. The thing that is the difference between an organization that data pukes and the one that influences actions based on understandable insights. The last mile. Data presentation!
I am often asked what we look for when we hire Web Analysts or what quality do good Analysts possess or how to measure if a resource that already exists is optimal or how to mentor / motivate / guide our more junior Analysts to propel them to become great Analysts. We all agree that reporting is not analysis.
It is perhaps a reflection of my belief that we already focus way too much on micro reporting on our websites, most of which is comprised of too much page level analysis. For my point of view on how to start your analysis please see this post: Getting Started With Web Analytics: Step One - Glean Macro Insights.].
My absolute favorite branding campaign of all time: Think Different. The web rocks!]. The data in the above report shows how frequently during a time period do the website's visitors visit the website. The above report shows the overall add to that number in this month but by segmenting my Yahoo! "Avinash
We have a very long tail of data in web analytics. Tens of thousands of rows of keywords in the Search Report (even for this small blog!). Hence I have persistently evangelized the need for true Analysis Ninjas to move beyond the top ten rows of data to find insights. The Problem. But we need more. One more problem though.
It is the difference between plodding along, or winning big. Most of the time when I look at the dashboards and reporting efforts in companies, they are usually obsessed with one of these pieces or maybe even a couple. If you want to win on the web, you have to do both Own and Rent really well. Now measure like crazy!
As we spring to action full of passion I wanted to share with you all a short list of things that will expand your little world of online marketing & web analytics. Change is hard, even if we know that we should be executing a multiplicity strategy to win in the web analytics 2.0 Their home page is a mess. That's sucking.
Part of me is glad because my book and the Trinity strategy and the Web Analytics 2.0 Identify what they should be using 4Q and then using your Web Analytics tools to measure success. Most people don't get budgets for web analytics because all they are focused on is measuring what happens during a small % of visits.
Data analysis is not easy. But there is something fundamentally wrong about this analysis. Four different segments are being compared (yea!), point difference is a waste of everyone's time. The best practice I recommend in Web Analytics 2.0 That is part of the joy. You are always learning. Found the problem?
The people who see the data will ask very different questions. Try different combinations above and you'll see how these two BFFs works very nicely together. Now when you report at a business/site level you can show that $54 mil in Revenue resulted in $40k in Profit. I recommend two different ones. What happened?
Like you, I consume a whole lot of reports every day – company data, public data. Just yesterday I was quietly seething because none of visuals included in the report contained any context to understand if the performance I was looking at was good or bad. Even if the report has hidden gold. Sometimes repeatedly.
Every believer in Web Analytics 2.0 In as much, heuristic evaluations follow a set of well established rules (best practices) in web design and how website visitors experience websites and interact with them. Create a report of the findings. What Are Heuristic Evaluations? A heuristic is a rule of thumb. Get everyone involved!
conversion rate (average as reported by shop.org) and you are dutifully reporting our revenue of $1 million as a result. Here's your online data: You are capturing the above information using your web log based or javascript tag based web analytics tool. Why should you care about measuring multichannel impact?
They base all computations in their standard reports on an awfully silly thing called last-click. Because the above picture actually looks like this… Suddenly most of your standard Adobe and Analytics reports are more than lying to you about the effectiveness of your marketing investments. I love this report.
It is sad that we spend so little time on brand analysis, primarily because 1. There are many different tools, both online and offline, that measure the elusive metric called brand strength. But (as every Analysis Ninja knows) competitive context (above) is good, but industry/category context is even better!
There are seven courses in all: SEO, PPC, Social Media, Web Analytics, Conversion Optimization, Marketing Fundamentals and Online PR. At the start of each quarter I send a letter to the students enrolled in the web analytics certification course. Small, but substantive, difference. It really is a fun group.
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