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In a world of infinite choice, the ability to pick critical few metrics to focus on is, well…, critical. I hope the metrics will be helpful, but more than that I hope that the thinking behind whittling down from the infinite to the finite will be of value. Focus on all three with everything you do with digital analytics.
As I've gotten older I've come to appreciate the value of frameworks a lot more. This is the main reason I love frameworks. They don't contain answers; rather, they help place a situation or a process or steps and encourage you to think a certain way. They force you to step back and think. Use BR & CV.
" In honor of that spirit, I'll take a step away from our mutual obsession with marketing and analytics and share with you the philosophies and values that guide me when I go to work every day. With the web, there are so many avenues to express your passion. Find an outlet to build your own passion platform.
Every indicator we have is that companies are investing more in every facet of analytics. There is an analytics ladder of awesomeness each company needs to climb, and it just takes time. 7: 25% of all analytical effort is dedicated to data visualization/enhancing data's communicative power. #6: Consulting.
Specifically: Who ownswebanalytics / who it reports to from a org structure perspective. Let me hasten to add that this, webanalytics ownership, does not exist in a vacuum. This is a topic I cover in my new book, WebAnalytics 2.0. This is a topic I cover in my new book, WebAnalytics 2.0.
Hence, it is dangerous to overlook the super critical importance of P+P+S. When it comes to your Digital Marketing and Digital Analytics practice, I've advocated slow and steady evolution. Here's the simplest way to think about it. You would think if you throw in Conversion Rate in there and you are ready.
They expose a person's criticalthinking ability (something I highly recommend you test when you hire web analysts: Interviewing Tip: Stress Test CriticalThinking. When someone asks you an open ended question, at least connected to web analysis, here's what's important. Let's go.
I'm convinced that the resulting problems (confusion, FUD, angst, daily prayers, and wasted budget) are due to the lack of a clear framework that can help clearly define the problem. In this post my hope is share a framework that will help define the problem clearly. Two helpful blog posts on multi-channel analytics: 1.
A couple weeks back I'd requested the nice folks following me on Google+ and Facebook to submit their most important digital marketing and analytics questions. Some tools do pan-session analysis better than others, and there are a number of relatively new analytics solutions on the market today.
It gives me a great deal of delight to introduce 4Q: A true permission based on-exit survey that provides an easy to deploy, easy to use and easier still to analyze framework to answer 4 questions that no website owner can live without. Have webanalytics data? But the web can help. And you can have it today!!
The single biggest mistake web analysts make is working without purpose. No touching Google Analytics. No going to webanalytics conferences. You are going to have to throw away the shackles, and think like a business owner. Don't open Google Analytics or Yahoo WebAnalytics yet!
Every post is about unleashing the power of digital analytics (the potent combination of data, systems, software and people). But we've never stopped to consider this question: What is the return on investment (ROI) of digital analytics? Let's calculate the ROI of digital analytics. Let's fix that in this post.
The world of digital analytics seems to be insanely complicated. 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 WebAnalytics. And, yes, some of it is.
It is painfully heartbreaking to realize that a very small tiny number of people who have access to webanalytics tools actually use them. In-Page Analytics – Re-imagine Traveling Through Data. #5. Matched Query Type, Keyword Position, Day Parts: Sexier PPC Analytics. #7. I mean really use the tools. Ravaging data.
More on that here: DC-DR-DA: A Simple Framework For Smarter Decisions.). It's not the ink, it's the think. But I find that so many times people focus on the ink and not the think. Hence all the insights-free data visualizations floating around the web that are totally value-deficient, even as they are pretty.
The hardest nut to crack in any type of analytics is getting our decision makers (bosses, leaders, marketers) to take action based on data. It was not in the context of webanalytics and yet I think it presents a solution to our problem. Perhaps your webanalytics dashboard. Ok doing just that is lame.
I believe that every human with time to spare, and a connection to the web, should be on social media. Higher Order Bits: Human vs. Business, Success KPIs, S-T-D-C Framework, MoR Test. It provides four critical lenses through which we will look through. The Business Framework. It's called See-Think-Do-Care.
There are seven courses in all: SEO, PPC, Social Media, WebAnalytics, Conversion Optimization, Marketing Fundamentals and Online PR. At the start of each quarter I send a letter to the students enrolled in the webanalytics certification course. It contains the recipes of what I think it takes to win.
The universe of digital analytics is massive and can seem as complex as the cosmic universe. Even simple questions like “ How effective is our analytics strategy? Soon, your digital analytics strategic framework that you hoped would provide a true north to the analytics strategy question looks like this ….
In those moments, you are not thinking of delivering incremental change… You are driven by a desire to deliver a step change (a large or sudden discontinuous change, especially one that makes things better – I’m borrowing the concept from mathematics and technology, from “step function”). The Step Change Analytics Obsessions List.
There have been tons and tons of implementations around the world of my wonderfully profitable See-Think-Do-Care business framework. Over the last year, I've also worked with many companies to drive new and rapid innovation in their digital strategies using the framework. This is immensely gratifying. Thing One.
Progress in digital marketing and analytics in either scenario becomes painful (the organization / systems / thinking is simply not in the optimal position). In this post I want to arm you with the evolution you should undertake in your companies when it comes to marketing and analytics. All clustered into See-Think-Do.
Here you'll find all my blog posts categorized into a structure that will hopefully make it easy for you to discover new content, find answers to your questions, or simply wallow in some excellent analytics narratives. " ~ Digital Analytics: "Am I thinking right? " ~ Web Metrics: "What is a KPI?
The title of my presentation at the Washington DC Emetrics summit was: Creating a Data Driven Web Decision Making Culture – Lessons, Tips, Insights from a Practitioner. 0 Ownership of webanalytics: Business. 6 Reporting is not Analysis. # 2 Solve for the Trinity. # 1: Got Process? # 6 Reporting is not Analysis.
In the post Adil commented that he's observed that attribution modeling is missing from most webanalytics dashboards. I'll share the outcome of that thinking in this post, but you also get a bonus. The post also shares a total of seven complete modules to your digital analytics dashboards.
And, as if unlimited is not enough, nearly every month your analytics vendors release new features, you discover new analytics solutions, and as your business is more successful (hurray!) What guarantees that agility and innovation are present in your analytics practice? It is not even an analytics tool.
It is not quite about webanalytics, not quite about data you can just get from WebTrends or Google Analytics, and not quite about just making yet another pretty chart. We have too much data on the web. They are hardly unique in creating compound metrics in the social analytics space. I'm a 83. Thank you.).
Half-way through this post, you'll seriously wonder why you've spent so much time obsessing with Adobe/Google Analytics/Chartbeat or other webanalytics tool. CIA also formed one of five foundational elements in my best-selling book WebAnalytics 2.0. How is competitive intelligence data collected?
Nose to the grind "How do I" questions: David Walizer: How do you sell the value of webanalytics to a skeptical client in 30 seconds or less? For help with identifying opportunities and how to do business analysis please see this post: The Beginner's Guide to Advanced Web Data Analysis. I think I did. :).
I know that at least some of you think I'm being sarcastic. I am insanely excited that we can track ad blocking behavior in Google Analytics, so easily. Setting Google Analytics front end elements (custom dimensions, advanced segments). Five Reports and KPIs that deliver critical insights from ad blocking behavior.
My plan is to challenge your criticalthinking skills, and share lessons that will apply broadly across the professional effort you put day in and day out. You might be screaming that is not fair Avinash, the Zuck Death Spiral ensures that a tiny fraction of 6,462,977 are seeing Expedia’s posts! Bottom-line. Very fair point.
If you don't have goals, you are not doing digital analytics. We were brain storming about the next cluster of coolness for Analytics, the conversation quickly went to what Analysts need to look at on a daily, weekly and monthly basis. You are doing i am wasting earth's precious oxygenalytics. Let's back up.
One of my earliest blog posts extolled the glorious virtues of segmentation: Excellent Analytics Tip#2: Segment Absolutely Everything. Many paid webanalytics clickstream analytics tools, even today (!), WebAnalytics , the other wonderful free WA tool, had advanced segmentation from day one. The Problem.
The outcome of book smart is rarely better for analytics practitioners then folks trying to learn how to fly an airplane from how-to books. This is all the way from Aug 2009: WebAnalytics Career Advice: Play In The Real World! And, happily, it has almost all of the Google Analytics features implemented correctly.
The web is dead. Mobile web is dead. The best we could think about RM+RP+RT is what Direct Marketers (people who sent you all those letters in postal mail!). Bonus read: See-Think-Do-Care: An Audience Intent Centric Business Framework.]. But, answering them with immense thought and care is absolutely critical.
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