Occam's Razor

SEPTEMBER 15, 2014

Company UX leaders are happy to stink less by taking the sub-optimal path of responsive design, rather than create a mobile-unique experience (your customers tend to do different things on your desktop site than your mobile site!). Then approach each separately (even though there are tools like Google Analytics that will do both).

Metrics 141

Metrics Reporting Analytics Marketing 141

Occam's Razor

OCTOBER 24, 2016

Step 5: Custom Attribution Modeling. When it comes to your Digital Marketing and Digital Analytics practice, I've advocated slow and steady evolution. It tells you not to go after Customer Lifetime Value right away. They base all computations in their standard reports on an awfully silly thing called last-click.

Metrics 146

Metrics Marketing Optimization Modeling 146

Occam's Razor

JUNE 4, 2012

Every Analysis Ninja knows that standard reports are lame. Custom reports on the other hand are, well, hand crafted by you for a specific purpose with a set of guiding principles (" Acquisition, Behavior, Outcomes! ") that ensure that they don't so much deliver data as much as deliver insights.

Reporting 127

Reporting Analytics Metrics Advertising 127

Occam's Razor

AUGUST 11, 2014

In the post Adil commented that he's observed that attribution modeling is missing from most web analytics dashboards. The post also shares a total of seven complete modules to your digital analytics dashboards. This is an easy module to create in Google Analytics (or any other tool).

Metrics 147

Metrics Dashboards Key Performance Indicator B2B 147

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. with the reports and features you can already access. Create a Customized Dashboard – Earn Love, Drive Change. #2. Leverage Custom Alerts – Let Data Kick Your Butt Into Action. #3.

Analytics 145

Analytics Dashboards Metrics Key Performance Indicator 145

Occam's Razor

OCTOBER 4, 2010

Ask a famous blogger, a published author, a random twitterer or your mom how to succeed in web analytics, or how not to be a Reporting Squirrel. As if that was not painful enough, during the course of your employment the company made no actual decisions based on web analytics data. Then fulfill that need.

Reporting 119

Reporting Metrics Sales Strategy 119

Occam's Razor

FEBRUARY 7, 2011

Nose to the grind "How do I" questions: David Walizer: How do you sell the value of web analytics to a skeptical client in 30 seconds or less? For help with identifying opportunities and how to do business analysis please see this post: The Beginner's Guide to Advanced Web Data Analysis. Paid Search. Organic Search.

Analytics 94

Analytics Measurement Metrics Predictive Analytics 94

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! The most straightforward thing to do is to look at the trend for last year, and look for insights. Any big shifts in investment (marketing, customer experience, team sizes, tools). See Page 269. :).

Key Performance Indicator 133

Key Performance Indicator Metrics Reporting Marketing 133

Occam's Razor

AUGUST 12, 2013

There are few things more complicated in analytics (all analytics, big data and huge data!) I'll close with a custom attribution model into which you can insert all your biases – sorry, I mean expertise – and get something better than good to make incremental progress from where you are today. Grab a Red Bull.

Modeling 161

Modeling Optimization Marketing Interactive 161

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.

Marketing 135

Marketing Statistics Strategy Consulting 135

Occam's Razor

FEBRUARY 1, 2010

Here is a key difference between Reporting Squirrels and Analysis Ninjas: The latter almost exclusively leverage custom reports (powered by advanced segmentation) and the former flirt with one standard report and then another and then other and in the best case scenario pull only half of their hair out.

Reporting 98

Reporting Metrics Measurement Analytics 98

Occam's Razor

JUNE 28, 2010

We have more web metrics and data than there are stars in the universe (slight exaggeration!). Our reports are ignored. After all there is so much data in those reports!! After all there is so much data in those reports!! If you have Web Analytics 2.0 Report revenue. My recommendation has been: 1.

Metrics 111

Metrics Key Performance Indicator Data-driven Marketing 111

Occam's Razor

FEBRUARY 28, 2017

At a previous employer customer service on the phone was a huge part of the operation. Qualitative surveys were giving the company a read that customers were unhappy with the service being provided. But, pretty quickly customers with painful problems became a personally painful problem for an individual customer service rep.

Key Performance Indicator 106

Key Performance Indicator Metrics Measurement Advertising 106

Occam's Razor

APRIL 19, 2010

" "What is a dimension in analytics?" There seems to be genuine confusion about the simplest, most foundational, parts of web metrics / analytics. The post will end with a Web Analytics Measurement Framework. " Or: "What are you hoping to accomplish for your business by being on the web?"

Metrics 138

Metrics Key Performance Indicator KPI Business Objectives 138

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 109

Analytics Metrics Reporting Strategy 109

Occam's Razor

MAY 18, 2010

way of identify actionable insights is on display in pretty much every single blog post I write. One of my earliest blog posts extolled the glorious virtues of segmentation: Excellent Analytics Tip#2: Segment Absolutely Everything. Many paid web analytics clickstream analytics tools, even today (!) Of course Yahoo!

Analytics 123

Analytics Key Performance Indicator Metrics Measurement 123

Occam's Razor

JUNE 25, 2012

For example, people are really shocked when they hear that even with no web analytics or advertising analytics tool on a site their behavior on the site gets automatically logged into server web logs. These server logs can then be used to do basic reporting using off the shelf software. Be careful! :)].

Data Collection 130

Data Collection Advertising Metrics Reporting 130

Occam's Razor

NOVEMBER 15, 2010

Web Analytics blog was to pull us up 10,000 feet to do something we do less than 1% of the time in the web analytics world – look at the bigger business picture. It was called: Secret To Winning With Web Analytics? " How would I start the process of web data analysis right? Starting Right!

Reporting 139

Reporting Metrics Strategy Measurement 139

Occam's Razor

DECEMBER 12, 2016

And, as if unlimited is not enough, nearly every month your analytics vendors release new features, you discover new analytics solutions, and as your business is more successful (hurray!) What guarantees that agility and innovation are present in your analytics practice? It is not even an analytics tool.

Analytics 141

Analytics Data-driven Strategy Consulting 141

Occam's Razor

APRIL 29, 2013

It is expensive from a systems/platforms/data processing/data reporting perspective. You end up paying substantial amounts of money to your analytics/big data vendor – for questionable value. But when you search for "avinash" your first search result might be a unicorn. . " Right-time. Share via comments!].

Marketing 166

Marketing Metrics Advertising Measurement 166

Occam's Razor

JUNE 15, 2010

. " I did not even know 20% of our customers were from Australia and that 9 days ago they all stopped coming to our site. " " [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. Hello Insights! ].

Analytics 105

Analytics Metrics Measurement Marketing 105

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 155

Metrics Reporting IT Advertising 155

Occam's Razor

FEBRUARY 20, 2012

The single biggest mistake web analysts make is working without purpose. No touching Google Analytics. No going to web analytics conferences. What dimensions, if analyzed, will deliver juicy business insights? That, in turn will simply blow people's mind (relevant insights always do), creating love for you.

IT 138

IT Measurement Marketing Metrics 138

Occam's Razor

APRIL 2, 2012

The red dots represent activity we would like to ensure we are measuring to 1) ensure we understand behavior, and 2) deliver insights that will influence our marketing and advertising… I spend a lot of time with CEOs and CMOs and when they talk about multi-channel attribution, they're invariably talking about MCA-O2S.

Modeling 152

Modeling Advertising Marketing Measurement 152

Occam's Razor

JUNE 7, 2017

I adore building meaningful relationships – the kind of long-term connections where a brand truly gives a f about their customers, and gives something of value in exchange for their attention. The one thing a travel company would have in common with travel customers. I hate pimping (what marketing has come to be). 1k | 89 | 73.

Advertising 162

Advertising Marketing B2B ROI 162

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. Happy analytics. Leverage advanced segmentation. My goal is to get you promoted, you are going to love it.

Marketing Analytics 86

Marketing Analytics Marketing Analytics KPI 86

Occam's Razor

JULY 26, 2010

We lovingly craft reports every day. 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. Suggestions that might increase the probability that you'll bump into things that might be insightful, and communicate data more effectively. Here we go. #1:

Metrics 96

Metrics Measurement Dashboards Reporting 96

Occam's Razor

SEPTEMBER 15, 2011

There is one difference between winners and losers when it comes to web analytics. What is unique about your effort that ties to an optimal experience for a customer? My definition: Goals are specific strategies you'll leverage to accomplish the business objectives. Losers don't. What videos should they watch?

Measurement 166

Measurement Marketing Modeling Key Performance Indicator 166

Occam's Razor

MARCH 23, 2010

There are more mistruths and F U D about Web analytics out there than I think is reasonable. Web Analytics, this beautiful child, was born just the other day in the midst of tumultuous times, quite literally, when everything changes every day. The web is changing too fast. Part of it fueled by Vendors.

Analytics 118

Analytics Consulting Metrics Experimentation 118

Occam's Razor

SEPTEMBER 16, 2008

The term KPI is one that I hear far more than any other in this nascent field we call Web Analytics. Explain why, hopefully you'll have rules you can apply and check if your Web Metrics are indeed KPI's! Your Web Metrics: Super Lame or Super Awesome? This picture is from my book Web Analytics: An Hour A Day.

Key Performance Indicator 123

Key Performance Indicator Metrics KPI Measurement 123

Occam's Razor

MAY 2, 2017

The very best analysts are comfortable operating with ambiguity and incompleteness, while all others chase perfection in implementation / processing / reports. The very best analysts are know what matter’s the most are not the insights from big data but clear actions and compelling business impact from usually a smaller subset of key data.

Metrics 141

Metrics Key Performance Indicator B2B Measurement 141

Occam's Razor

AUGUST 9, 2010

The hardest nut to crack in any type of analytics is getting our decision makers (bosses, leaders, marketers) to take action based on data. The hard nut is not that we all are doing basic reporting about Visits and Bounces. It was not in the context of web analytics and yet I think it presents a solution to our problem.

Analytics 85

Analytics Dashboards Data-driven Metrics 85

Occam's Razor

MAY 27, 2015

It saddens me deeply that they are not being able to take full advantage of all the new product, marketing, customer relationship opportunities in front of them. The web is dead. Mobile web is dead. The content of the letter could be customized to Stephanie's data/behavior. Programmatic platforms are a panacea.

Marketing Analytics 153

Marketing Analytics Marketing Analytics Advertising 153

Occam's Razor

SEPTEMBER 20, 2010

People who are your existing customers / past purchasers, they'll type url and come to the site or via bookmarks. You see if you don't implement your links properly the person shows up to your site without any tracking parameters and thus fail to help your web analytics tool to put that visitor in the right source bucket.

Analytics 122

Analytics Metrics Data-driven Reporting 122

Occam's Razor

OCTOBER 23, 2006

The title of my presentation at the Washington DC Emetrics summit was: Creating a Data Driven Web Decision Making Culture – Lessons, Tips, Insights from a Practitioner. 6 Reporting is not Analysis. # 5 Depersonalize decision making # 4 Proactive insights rather than reactive # 3 Empower your analysts. # Your Choice?

Data-driven 117

Data-driven Metrics KPI Reporting 117

Occam's Razor

AUGUST 23, 2010

Every believer in Web Analytics 2.0 What comes from Google Analytics, Adobe Site Catalyst, WebTrends, CoreInsight / NetMetrics and more. Maybe the well meaning but "never met our real customers" HiPPO dictates site design. With this feedback there can be iterative improvements to the customer experience.

Analytics 116

Analytics Cost-Benefit Testing Optimization 116

Occam's Razor

JULY 6, 2016

I've written about the biggest mistake web analysts make. Today's post is an adjacent mistake: The cardinal sin of spending too much time with data and in reports! Additionally, you are spending your day in the warm embrace of Adobe or Google Analytics because your job is set up as "data people." Just do it.

Testing 86

Testing Marketing Experimentation Cost-Benefit 86