web analytics advice

Analytics Advice

Web Analytics News, Tools and Discussion by Garry Przyklenk

5 Ways to Make Web Analytics Data More Insightful

Fortune 500 companies can expect to push more than a gigabyte a day in raw web analytics data, which can be easily tripled for media companies. Big data is anything anyone ever talks about anymore, so the C-suite has never been more interested in integrated analytics, shining a spotlight on the web analyst team to deliver more than just pretty charts and high-level talking points.

Pulling the information from web analytics software should be less than 10 percent of the work, with an overwhelming 90 percent of time dedicated to deriving insights your organization can use to drive change.

So how to you go from pulling numbers to authoring insights? [Read the rest of this entry...]

7 Stages of “Do Not Track” Grief: A Survival Guide for Analysts & Online Marketers

There is little over a month to go until Microsoft releases Windows 8 along with their newest embedded Internet Explorer 10 browser that will feature Do Not Track enabled by default. In recent days, Google has also unveiled new Chrome features for Do Not Track.

While many in the community are bracing with the implications, others believe the feature won’t have a significant impact on the industry’s ability to effectively optimize advertising dollars. What is a web analyst or online marketer to do?

Surviving the do not track evolution is much like dealing with the seven stages of grief. [Read the rest of this entry...]

Top 10 Web Analytics Segmentation Tips

With so much raw data at our fingertips, many web analysts look to social media, analytics experts and peer discussion to determine what data can be compiled into meaningful information.

Mastery of the art and science of web analytics doesn’t rely on inventing a “god metric” or replicating a fancy dashboard. Insights are derived from understanding how to segment your website visitors to tell a story and drive business value.

Here are top 10 segmentation tips that can transform your data into information. [Read the rest of this entry...]

10 Commandments of Digital Analytics

As many industry observers are well aware, the Web Analytics Association, to which many of us are members, changed their name to keep up with the times. The newly named Digital Analytics Association ushers in a time to revitalize and refresh the values of the industry, so I could think of no better way to welcome this change than to redefine our industry’s commandments. [Read the rest of this entry...]

How to decommission a web analytics solution

There comes a time in every analyst’s life when an organization decides to change up the game and move from one web analytics solution to another.  Transitioning the reporting data isn’t usually that painful, if done correctly; it’s decommissioning the old solution that is most challenging.  Having survived a number of these transitions already, I came up with a brief list of best practices when decommissioning most paid web analytics solutions. [Read the rest of this entry...]

Tools for Debugging Omniture Implementations

Implementation of Omniture SiteCatalyst isn’t that difficult by any means, however validating that scripts are in place to populate variables in your solution design can be somewhat challenging for those outside of the web analytics community.  The challenge is not that it’s particularly hard to debug Omniture implementations, but it can be hard to explain why, for instance, Omniture uses separate traffic and conversion variables.  The second challenge is finding tools that support cross-platform testing and validation efforts; the subject of my post today. [Read the rest of this entry...]

New Google Adwords beta reporting in Google Analytics

This is right out of the “why didn’t they think about this earlier” file, but makes perfect sense on the heels of Google integrating Google Analytics goals into the Google AdWords interface.  Google did right by me this time, recognizing another customer pain point: marketers and agencies not having the full suite of data available in Google Analytics reporting that is readily available in the Google AdWords interface. [Read the rest of this entry...]

eMetrics 2010 Toronto Recap: 3 themes, multiple evangelists

This year should mark the beginning of a remarkable recovery in the world economy, and I find myself extremely fortunate to be counted amongst the hundreds of attendees at eMetrics Toronto 2010.  Having attended the show in 2008 but not last year, I witnessed a significant evolution and have to admit the folks at Rising Media have done a fantastic job of transforming what was once a much smaller, admittedly lack-luster conference into a major, must-see event.  Perhaps this is due to a natural maturation process, but I’d like to attribute this success to the increasing awareness and respect the online business community has amassed for web analysis.  The resounding theme of the show has evolved as well.  What once was “how do we do X” has quickly become “define goals, provide actionable insight, measure results”.  Whether through quantitative or qualitative means, the focus has become listening to the voice of the consumer. [Read the rest of this entry...]

#measure Tweeps agree, it’s hard to describe what we do

I figured that since today is April Fool’s Day and it’s also technically the last day of the work week, that I’d forgo the typical #ff (follow friday retweeting) and conduct a non-scientific survey on web analytics users on Twitter.  The question?  Not what their favorite tool of choice is, or how they measure social media — oh no — something much harder to describe.

“When you’re at a party, how do you describe what you do?”

The responses came in at a furious pace… [Read the rest of this entry...]

Digital media pay walls give rise to true engagement ROI

Ongoing debates surrounding the topic of “free news versus digital media pay walls” present an interesting opportunity for web analytics professionals.  If there’s one thing I learned during my stint in new media, it’s that news organizations have historically had a poor grasp on establishing sustainable revenue models to support substantial distribution costs and sizable staff counts.  I say “historically” because savvy media companies are becoming increasingly capable of correlating content consumption to revenue streams and optimizing their advertising models for greater ROI.  The latter have been forced to cut back on content acquisition or workforce, and even now consider the use of pay walls.  But that’s not necessarily a bad thing! For analysts, pay walls introduce a great opportunity to test the efficacy of both models. [Read the rest of this entry...]