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The way OOD manifests itself is that in every website and web business I work with I am obnoxiously persistent in helping identify the desired outcomes of the site / business before I ever log into their webanalytics data. Framing the GoalValues Challenge, & Opportunity. Sorry, OOD.
In the coming year, based on current announcements , Google Analytics is set to go through an almost unprecedented amount of evolution. My favorite is Visitor Analytics, and visitor level segmentation that will be pervasive throughout the product. You don't have to be a particularly deep expert to find value in this training.
Your website data. Multi-channel customer purchase behavior, customer lifetime value. A secondary thing would be to ensure, or your mom will really be mad, that *every* link in your email is tagged with campaign tracking parameters your webanalytics solution needs (without this you can’t do the B and O analysis).
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. Bounce rate is a beautiful way to measure the quality of traffic coming to your website. It is almost instantly accessible in any webanalytics tool.
But the world is not online or offline, it is nonline (hat tip to David Hughes for that magnificent term). Meanwhile you are the smart one, know that it is important that our "online analytics" morphs into true Multichannel Analytics, i.e. non-line analytics. One of these day everyone will get that.
Just imagine how useful it would be in a non-analytical environment like a museum. 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 WebAnalytics 2.0 They are data pukes.
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. " While reading the entire post will be of value (and ensure world peace), you're welcome to jump to the section that sounds most appealing. Let's do this!
The Google Analytics team announced the release of seven features today. The next stage in the metamorphosis of the popular webanalytics tool. Along the way I'll share three different segments that you must have in your webanalytics tool. The Google Analytics API.
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. #4.
This post bravely attempts to: 1 ] Highlight the importance of holistic multichannel analytics. You have a delightful website, it is chugging along merrily at a 1.7% It is quite likely that your website is delivering some value to that 98.3%, how about quantifying it? Not impossible. Ok ok some of them puked and bounced.
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.
Every campaign, and in turn website has a purpose. All you need to do is figure out what the purpose of your campaign is, no matter how outlandish (or childish) your goal. The web rocks!]. This is perhaps the most common desired outcome: "I am doing branding campaigns to attract new prospects to our website.
You have to have a deeper understanding of the business, an expansive knowledge of what is possible (and not just inside Google/Adobe Analytics), and, this is so, so, so important, the ability to balance the now and the near future. Focus on all three with everything you do with digital analytics. Ready to rock and roll?
Every believer in WebAnalytics 2.0 What comes from Google Analytics, Adobe Site Catalyst, WebTrends, CoreInsight / NetMetrics and more. Why comes from lab usability studies , website surveys , "follow me home" exercises, experimentation & testing , and other such delightful endeavors.
Did your participation deliver economic value? A high conversation rate requires a deeper understanding of who your audience is, what your brand attributes are, what you are good at, what value you can add to your followers and the ecosystem you participate in. Economic Value. Did you deliver delight? The " so what? "
Every indicator we have is that companies are investing more in every facet of analytics. Yet, it is unclear if that increase in investment is being followed by a commensurate increase in value delivered to the organization's bottom-line. 4: The Analytics/Marketing skills in your Analysis Ninjas is 70/30. #3. Consulting.
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 & webanalytics. Change is hard, even if we know that we should be executing a multiplicity strategy to win in the webanalytics 2.0 That's sucking.
" Or, "Profitability, it is so sexy, just focus on Customer Lifetime Value, no, sorry, I mean Profitability." For each metric deemed to be critically important, identify an immediately adjacent contextual / OMG we are on the right track metric that will give more context while incentivizing the right behavior.
" That quote comes to mind when I think of a new feature in Google Analytics that carries the unassuming name of Weighted Sort. We have a very long tail of data in webanalytics. " Ok analytics tool: Sort descending! Go try it on your own Google Analytics data! The Problem. See all those single visits?
The 80/20 rule applies to our use of webanalytics 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. Google Analytics Shortcuts: Save Your Complex Views.
. " [For one approach to solving the unknown unknowns problem, and source of this framework, please see the second video in this blog post: Analytics Becomes Intelligent. I believe that actions taken based on webanalytics data dramatically increase when we shift from our obsession with the known knows to the known unknowns.
There are few things more complicated in analytics (all analytics, big data and huge data!) My macro goal is to make you dangerously informed. In Closing, Five Quick Tips/Reality Checks. The simplest way to start is to look at your Assisted Conversions report in Google Analytics. Grab a Red Bull. Let's go!
This blogpost is a collection of tips I share with my friends who are just starting out. Each tip is a "simple" mistake that is easily avoided. My plan is to wrap each tip with additional observations, context that will be of value even to those who have been at this game for a very long time. The last x hours?
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. and I was impressed with the time people took to do the analysis. , in this post I thought I'll share with you some tips should someone (like me!)
I have repeatedly evangelized identifying all the jobs the site is trying to do ( macro AND micro conversions ) and then quantifying their economic value to the business. You can't do the above analysis inside Google Analytics (or even Site Catalyst or the base versions of WebTrends or CoreMetrics). " at the screen.
In this post, my hope is to both enrich your consideration set and encourage the breadth of your goals. My professional areas of interest cover Customer Service, User Experience and Finance, though here on Occam’s Razor my focus is on influencing incredible Marketing through the use of innovative Analytics.
There is one difference between winners and losers when it comes to webanalytics. This article guides you in understanding the value of the Digital Marketing & Measurement Model (notice the repeated emphasis on Marketing, not just Measurement), and how to create one for yourself. Losers don't. Acquisition.
I am going to attempt to significantly simply your life by recommending the critical few metrics you should use to analyze performance of your digital marketing campaigns and website. Best Metrics / KPIs for Small Business Websites. Small business websites are a very fragile ecosystem. Let's do this! But not to worry.
The goal of my recent post on the Yahoo! WebAnalytics blog was to pull us up 10,000 feet to do something we do less than 1% of the time in the webanalytics world – look at the bigger business picture. It was called: Secret To Winning With WebAnalytics? Can I add any business value?
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. This report demonstrates the power of getting something out of Google Analytics that you might know exists there.
Our mobile websites. Mobile websites have to do many jobs, because people with many different purposes will come there. To use my See-Think-Do-Care framework , mobile websites have to solve for See, Think and Do while mobile apps usually have to solve for Care. Tag your mobile website. Framing the Opportunity.
In a Q&A after a keynote a couple of years ago, I was asked: " When will traditional business analysis subsume the webanalytics silo? " " My reply: " All business will ultimately be digital, so, if anything, webanalytics will subsume business analysis! " " That was a half-cheeky reply.
about digital marketing and analytics. For some answers, What is Avinash's typical day like? We will cover questions in four areas: business/strategy challenges, analytics/technical challenges, career/self-development questions and rampant speculation. Add value to the business. Hour-by-hour report please. :)? ,
Web Analysts are blessed with an immense amount of data, and an amazing amount of valuable, even sexy, metrics to understand business performance. Perhaps your client did not provide you with the all important WebAnalytics Measurement Model. Even with all that, I think the problem is you. Sounds better right?).
This encrypted their search queries from any prying eyes, and kept from being passed on to websites the users visits after seeing search results. No keyword data in analytics tools. This impacts all digital analytics tools, regardless of what company and whether they use javascript or log files or magic beans to collect data.
This post covers an important evolution in Google Analytics' segmentation power. You are going to love analytics and analysis so much more by the time you are done with this post! The above graphic is from post, Excellent AnalyticsTip #23: Align Hits, Sessions, Metrics, Dimensions! Read the above post.
99.9996253% of WebAnalytics reports produced are utterly useless. partly because they are out of the box standard reports that webanalytics vendors create for “average” people (and we both know that you are not average!), Here’s a blog post: 3 Awesome, Downloadable, Custom WebAnalytics Reports.
The last blog post shared custom analytics reports that you can use to find amazing insights faster, enabling you to create a focused, truly data driven organization. I'll share three advanced segments that I personally find to be of value in the process of moving from data to actionable insights. WebAnalytics or WebTrends or.
To share with you three custom reports that I find to be super valuable when I am doing web data analysis. I must forewarn you that my hidden agenda is also to expose to you metrics you might not be using, views of data that you might be ignoring, best practices that are of value and teach you how to fish. So you, and I, do nothing.
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?
My hope in this post is to share some simple tips with you that might make your reports and analysis speak to you a bit more. Naturally all of my analysis is focused on the efficiency of the website in moving the Visitors quickly from the landing page to click on that delightful Submit Quote button. We lovingly craft reports every day.
We like to believe that all there is to digital marketing is to do some search engine optimization, send out an email blast every once in a while, get our agency to create a flash-heavy "brand experience" website, or slap together a mobile app in the corporate-approved shade of eggshell white. Yes, some of these things can help.
These insightful reports are from the six I'd created for my latest video for the Market Motive WebAnalytics Master Certification course. My latest video was on how to find meaningful insights, faster, when performing paid search analysis with webanalytics tools (rather than, say, the AdWords or Bing UI).
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. The number and type of goals we can set up for a business tend to be quite unique.
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