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