Meaningful SEO metrics and where to find them

An unfortunate recent statistic unearthed from the Factual Blog has shown that less than 30% of businesses worldwide are using Google Analytics on their websites out of a 4 million site sample set (via Manoj Jasra at Web Analytics World Blog).  Unfortunate only because there seems to be a booming interest in search engine marketing, namely search engine optimization.  By no means does one need Google Analytics to measure indicators of success in SEO, but it sure helps.  Any web analytics tool should top your list of priorities when embarking in online marketing, but there are lots of other resources freely available to webmasters. Continue reading Meaningful SEO metrics and where to find them

Custom variables are frosting on your web analytics cake

There is a lot to be said about implementing web analytics on a site, and using that data to improve customer experience and a company’s bottom line.  Guys like Avinash Kaushik, Eric Peterson and Jim Sterne all advocate that baseline implementations provide a boat-load of traffic data that will never be looked at in a million years, with segments out the ying-yang.  However, I’m going to argue that although free tools do offer a whack of great reports out of the box, the real power of web analytics solutions comes from custom variables.  Your web analytics tags are the cake, and custom variables are the oh-so-delicious frosting on top.  Regardless of your tool of choice, here are some of the best custom variables to implement on your site for segmentation bliss. Continue reading Custom variables are frosting on your web analytics cake

Measuring ROI – Lesson 2: Becoming a data diplomat

Divorcing yourself from opinion, or qualitative analysis, or wishy-washy suggestions can be a tough task.  Some stakeholders are statistically savvy and can look at numbers objectively, opting to do their own analysis – perhaps by using separate business intelligence. However, most people want to read interesting insights, even if it’s just to look smart at the water cooler.  For everyone to get on board, the trick is to stop saying, “I think” and start saying “the data shows.” Continue reading Measuring ROI – Lesson 2: Becoming a data diplomat