Occam's Razor

OCTOBER 10, 2011

I am going to define a way for you to think about measuring social media, and you can't actually easily measure what I am going to recommend. Update: Please see update #2 below, you can now easily measure what's recommended in this post.]. Use Google Analytics, Omniture, WebTrends, CoreIBMInsights, etc. Conversation Rate.

Metrics 166

Metrics Measurement Advertising Key Performance Indicator 166

Occam's Razor

SEPTEMBER 15, 2014

Remember, when someone says mobile analytics, first ask the clarifying question: Do you mean mobile application or mobile website ? Then approach each separately (even though there are tools like Google Analytics that will do both). In Google Analytics there are five parameters: Source, Medium, Campaign, Term and Content.

Metrics 143

Metrics Reporting Analytics Marketing 143

Occam's Razor

JANUARY 30, 2012

It is painfully heartbreaking to realize that a very small tiny number of people who have access to web analytics tools actually use them. Here is a summary of the eight incredible recommendations in this post: #1. In-Page Analytics – Re-imagine Traveling Through Data. #5. I mean really use the tools.

Analytics 146

Analytics Dashboards Metrics Key Performance Indicator 146

Occam's Razor

JULY 1, 2013

Would you believe me when I say that your digital analytics data, from Google Analytics or WebTrends et. Would you believe me if I said that even leveraging cool features like custom reporting and smart advanced segments might be insufficient in some cases? We do have A LOT of data in our analytics tools. Two stories. #1:

Marketing 137

Marketing Statistics Strategy Consulting 137

Occam's Razor

FEBRUARY 22, 2010

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. challenge : Monitoring software (overt or covert) was built when the Web was static and page-based.

Metrics 124

Metrics Advertising Reporting Data Collection 124

Occam's Razor

MAY 4, 2010

They expose a person's critical thinking ability (something I highly recommend you test when you hire web analysts: Interviewing Tip: Stress Test Critical Thinking. When someone asks you an open ended question, at least connected to web analysis, here's what's important. Seems straight forward right?

Testing 112

Testing Advertising Marketing Measurement 112

Occam's Razor

FEBRUARY 9, 2015

Half-way through this post, you'll seriously wonder why you've spent so much time obsessing with Adobe/Google Analytics/Chartbeat or other web analytics tool. CIA also formed one of five foundational elements in my best-selling book Web Analytics 2.0. How is competitive intelligence data collected?

Metrics 156

Metrics Reporting IT Advertising 156

Occam's Razor

OCTOBER 24, 2016

When it comes to your Digital Marketing and Digital Analytics practice, I've advocated slow and steady evolution. My recommendation… Partake in honest self-reflection, let that help you identify where on this ladder today, then, rather than shooting for the moon, figure out how to get to the next step. Let's go.

Metrics 147

Metrics Marketing Optimization Modeling 147

Occam's Razor

AUGUST 11, 2015

You can download them into your Google Analytics account via one click (along with some lovely Advanced Segments and a Dashboard). Many custom reports are wrong because we mess up the fundamental data model in analytics. Bonus: There's lots of goodness that is hidden in Google Analytics. Business Outcomes Analysis.

Reporting 159

Reporting Analytics Metrics Key Performance Indicator 159

Occam's Razor

MARCH 18, 2013

Web Analytics tools have become pretty feature rich, and the future promises to bring even more goodies ( Universal Analytics anyone?). This particular problem exists primarily because Analytics allows us to create custom reports. In some scenarios you also bump into it when you do advanced segmentation and filtering.

Metrics 146

Metrics Analytics Measurement Reporting 146

Occam's Razor

JULY 12, 2010

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. When I had created the rule Google Analytics did not even exist! Let me share my prescription for avoiding irrelevancy: Try new things. Simple right? And that's on purpose.

Analytics 97

Analytics Measurement Metrics KPI 97

Occam's Razor

FEBRUARY 25, 2014

There are three elements to our "big data" efforts, or unhyped normal data efforts: Data Collection, Data Reporting, and Data Analysis. Hence all the insights-free data visualizations floating around the web that are totally value-deficient, even as they are pretty. Then we have it for the company and its category.

Visualization 145

Visualization Key Performance Indicator Dashboards Metrics 145

Occam's Razor

SEPTEMBER 20, 2010

Someone recommends your business / solution to someone else and boom they show up at the site. If you were really smart you would use campaign tagged vanity url so you can segment them!]. Segment them in your data, the delightful numbers you see in your KPI's will show you why. People familiar with your brand.

Analytics 123

Analytics Metrics Data-driven Reporting 123

Occam's Razor

JANUARY 20, 2010

End of a minor web analytics lesson on going beyond obvious metrics and never, ever, never forgetting context. Log into the Advanced Segmentation tool in your web analytics tool. Create a segment for Organic Search traffic. s web master resources.] Back to our story. Do your happy dance!

Metrics 90

Metrics B2B Analytics Measurement 90

Occam's Razor

SEPTEMBER 24, 2012

FBe's recommendation was (paraphrasing a 35 min talk): Don't invent new metrics, use online versions of Reach and GRPs to measure success. This blog post is about the above recommendations, and their merit. My recommendation above is the simplest way to attempt this. Let's go! That is ok.

Advertising 165

Advertising ROI Metrics Marketing 165

Occam's Razor

FEBRUARY 20, 2012

The single biggest mistake web analysts make is working without purpose. My normal recommendation to address this supremely corrosive issue is to encourage each company to go through the process of creating a Digital Marketing and Measurement Model. No touching Google Analytics. No going to web analytics conferences.

IT 139

IT Measurement Marketing Metrics 139

Occam's Razor

JANUARY 7, 2007

So to make up for that this post covers some of the “technical” best practices around tracking with your web analytics tools, especially if you are using JavaScript tags. Often the job of implementation is left to the friendly neighborhood IT person and your web analytics vendor.

Analytics 93

Analytics Data Collection Reporting Marketing 93

Occam's Razor

AUGUST 9, 2016

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: Web Analytics Career Advice: Play In The Real World! Or compressing my experience into custom reports and advanced segments I've shared.

Analytics 110

Analytics Metrics Reporting Strategy 110

Occam's Razor

MAY 5, 2016

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). Let now go and configure the Google Analytics front-end. Setting Google Analytics front end elements (custom dimensions, segments).

Metrics 104

Metrics Reporting Analytics Advertising 104

Occam's Razor

JANUARY 28, 2013

At the bottom of the page they explain in three short sentences what they do. So no social features/recommendations available. All other recommendations, logos, etc. But when it comes to the web, they all seem to leave their creativity, passion, and brilliant minds at home. The web can sell product. No Audio Ads.)

Marketing 165

Marketing Insurance Visualization IT 165

Occam's Razor

JULY 24, 2018

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 ….

Analytics 95

Analytics Metrics Strategy Measurement 95

Occam's Razor

SEPTEMBER 21, 2015

We send out our multi-tab spreadsheets, our best Google Analytics custom reports , our great dashboards full of data , and more to the tactical layer of data clients. They can only present three strong ideas. If their presentation slide means they can tell three stories in 15 slides, so be it. In fact 86.4% Let me share two.

Visualization 161

Visualization Key Performance Indicator Slice and Dice Strategy 161

Occam's Razor

FEBRUARY 10, 2016

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. Three important things to get going. Let's back up. Let me start with a story.

Analytics 81

Analytics Metrics Key Performance Indicator Slice and Dice 81

Occam's Razor

APRIL 29, 2013

In the last couple months I've spent a lot of time with senior level marketers on three different continents. You end up paying substantial amounts of money to your analytics/big data vendor – for questionable value. In three months. Takes three months. Small data. All you need to do is fix the bounce rate.

Marketing 166

Marketing Metrics Advertising Measurement 166

Occam's Razor

NOVEMBER 18, 2014

Ok, so perhaps as the author of two bestselling books on analytics I love it a little bit more! In each case the creator did something interesting that made me wonder how I can use their strategy in my daily efforts in service of digital marketing and analytics. Short story #5: Segmented Stacked Square Charts.

Visualization 145

Visualization Slice and Dice Predictive Modeling Metrics 145

Occam's Razor

OCTOBER 14, 2014

If you've read my first book Web Analytics: An Hour A Day, you know that I've advocated this strategy since 2008! This recommendation also valuable for companies that have very unique business models, or face other unusual circumstances (geographic, size, amount of innovation, and many others). See Page 269. :).

Key Performance Indicator 135

Key Performance Indicator Metrics Reporting Marketing 135

Occam's Razor

MARCH 7, 2016

I want you to sign up for something very, very special I'm doing: Writing short stories from the intersection of marketing and analytics. My newsletter is called The Marketing < > Analytics Intersect. In a moment, I'll share three newsletters to give you a feel for what I'm writing about.

Marketing Analytics 88

Marketing Analytics Marketing Analytics KPI 88