Occam's Razor

SEPTEMBER 24, 2012

FBe's recommendation was (paraphrasing a 35 min talk): Don't invent new metrics, use online versions of Reach and GRPs to measure success. The new product became the number one selling product in the company's history in that country. I don't think it is simply a metrics/measurement problem. Gets more Likes.

Advertising 165

Advertising ROI Metrics Marketing 165

Occam's Razor

JANUARY 2, 2013

But it turns out Google Analytics, just like SiteCatalyst, WebTrends, and other web analytics tools, already has plenty of pretty valuable deeply insightful stuff in it. Before you log into Google Analytics it is really really helpful to get context about the company/client's business. This is insanely cool.]. Start with the pie.

Strategy 159

Strategy Analytics Reporting Metrics 159

Occam's Razor

DECEMBER 21, 2009

You know what is the one thing stopping you from finding truly actionable insights from your web data? Web analytics gems lie deep in the data and we spend our lives looking at the top ten rows of data. Too much data from our web analytics tools. In the best case scenario you have even optimized landing pages. Affiliates.

Metrics 94

Metrics KPI Reporting Visualization 94

Occam's Razor

APRIL 13, 2015

The 80/20 rule applies to our use of web analytics tools as well. But, I'm a big believer in optimizing data access to be at the right time as defined by your decision-making/action-taking speeds inside your company. For so many humans who engage with us digitally, we know so little. This hurts my feelings!

Analytics 155

Analytics Reporting Metrics Slice and Dice 155

Occam's Razor

AUGUST 8, 2011

99.9996253% of Web Analytics reports produced are utterly useless. Partly because of a lack of any tie to business strategy (ensure you have a Digital Marketing & Measurement Model !), Here’s a blog post: 3 Awesome, Downloadable, Custom Web Analytics Reports. Here’s the hashtag: #heartbreaking. Maybe not yet.

Reporting 122

Reporting Metrics Key Performance Indicator Optimization 122

Occam's Razor

JUNE 4, 2012

These insightful reports are from the six I'd created for my latest video for the Market Motive Web Analytics Master Certification course. My latest video was on how to find meaningful insights, faster, when performing paid search analysis with web analytics tools (rather than, say, the AdWords or Bing UI).

Reporting 127

Reporting Analytics Metrics Advertising 127

Occam's Razor

JULY 6, 2016

I've written about the biggest mistake web analysts make. Yes, I worry that Analysts, and Marketers, are spending too much time with their head buried in custom reports and advance segments and smart calculated metrics and strategic or tactical dashboards. Find the most critical experiences in your digital existence.

Testing 86

Testing Marketing Experimentation Cost-Benefit 86

Occam's Razor

MAY 14, 2012

A lot of digital analytics focuses on direct response (conversions, leads, etc.). Bonus One: Read: Brand Measurement: Analytics & Metrics for Branding Campaigns ]. There are many different tools, both online and offline, that measure the elusive metric called brand strength. So we use proxies, and we do the best we can.

Measurement 128

Measurement Analytics Advertising Marketing 128

Occam's Razor

APRIL 4, 2016

Second, as we are on the topic of great analysts, I want to share how to recognize that you might be one, from a macro perspective, and, if you are, or are not, what's your value to your company. Known gaps of what's unknown (particularly relevant in digital data). Let me focus on one, how valuable you are to your company.

Marketing 93

Marketing Strategy Analytics Reporting 93

Occam's Razor

JULY 12, 2010

That's not including others I actively seek out around the web. Remember I am the creator of the 10/90 rule of investment in web analytics. Add a piece of javascript to your web page (do a View Source on this page to see it), and it will tell you how often your content is being copied. Simple right? Why is this cool?

Analytics 96

Analytics Measurement Metrics KPI 96

Occam's Razor

MAY 5, 2016

about people who use ad blockers, and an incredible amount of hoopla around how the only reason media is dying is the awful people using ad blockers in their web browsers. And, of course I would not be as smart about digital marketing as I am without paying for Baekdal Plus. And, you can see the all important metric of Conversion Rate.

Metrics 103

Metrics Reporting Analytics Advertising 103

Occam's Razor

OCTOBER 21, 2013

Following revelations of NSA activities via Mr. Snowden, Google has now switched almost all users to secure search, resulting in even more user search queries showing up as not provided in all web analytics tools. These tools will only show you, in the best case scenario, a distorted view of reality. No keyword data in analytics tools.

Optimization 154

Optimization Reporting Experimentation Metrics 154

Occam's Razor

MAY 2, 2017

The very best analysts distill, rather than dilute. The very best analysts focus, when most will tend to gather. The very best analysts are display critical thinking, rather than giving into what’s asked. The very best analysts practice the above principles every day in every dimension of their jobs.

Metrics 141

Metrics Key Performance Indicator B2B Measurement 141

Occam's Razor

MARCH 25, 2014

In a world of infinite choice, the ability to pick critical few metrics to focus on is, well…, critical. I recently had an opportunity to recommend to a group of CEOs everything they should measure for everything they should do with digital. Focus on all three with everything you do with digital analytics.

Metrics 155

Metrics Marketing Strategy Key Performance Indicator 155

Occam's Razor

APRIL 30, 2018

Today something complex, advanced, that is most applicable to those who are at the edges of spending money, and thus have an intricate web of internal and external teams to deliver customer engagement and business success. If you consider the largest pieces, there is the internal (you, the company) and the external (agencies, consultants).

Advertising 117

Advertising Metrics Measurement Insurance 117

Occam's Razor

JULY 15, 2014

Oh, and of course a critical element for any company's path to glory. Dashboards are every where, we will look at a lot of them in this post and they are all digital. digital performance. It also handy explanations of the metrics, with key context where necessary. It is a thing of beauty and a source of immense joy.

Dashboards 159

Dashboards Key Performance Indicator Snapshot Slice and Dice 159

Occam's Razor

OCTOBER 24, 2016

You want to win big with data, with marketing, with transformative digital yada yada and blah blah, evolve. Digital Attribution's Ladder of Awesomeness. Digital Attribution's Ladder: Step Details. Step 1: Optimal Metrics. As an example, here's the Digital Marketing ladder of awesomeness : Very cool, right?

Metrics 146

Metrics Marketing Optimization Modeling 146

Occam's Razor

AUGUST 11, 2015

Custom reports allow you to deeply focus (by eliminating the rif-raf metrics and dimensions, they save time and show just what you want). We mis-align metrics and dimensions across Users, Session, Hits. Key Metrics: Map Overlay Visualization. Explore here: Dimensions & Metrics Explorer. Business Outcomes Analysis.

Reporting 158

Reporting Analytics Metrics Key Performance Indicator 158

Occam's Razor

AUGUST 11, 2014

My last post, perhaps provocatively, called for a reduction of data in executive dashboards (digital, online, offline). Here's the post: Strategic & Tactical Dashboards: Best Practices, Examples. In the post Adil commented that he's observed that attribution modeling is missing from most web analytics dashboards.

Metrics 147

Metrics Dashboards Key Performance Indicator B2B 147

Occam's Razor

MAY 20, 2013

Digital is an obsession for almost everyone who reads this blog. Part of the reason is that even if you work for a multi-channel company you are likely in the "web," "interactive," "internet," or "digital" division. Not too shabby, right? Macro Business Context: The Big Deal.

Analytics 139

Analytics B2B Measurement Advertising 139

Occam's Razor

APRIL 21, 2014

about digital marketing and analytics. For some answers, What is Avinash's typical day like? Strategy two… Book two hours with the senior most company leaders who will talk to you, and create the Digital Marketing and Measurement Model. Best Metrics For Digital Marketing: Rock Your Own And Rent Strategies 2.

Marketing Analytics 131

Marketing Analytics Marketing Analytics Measurement 131

Occam's Razor

JANUARY 4, 2016

I've consistently complained about a fundamental flaw in Web Analytics tools: They incentivize one night stands , rather than engagements matching customer-intent. This leads to owners of digital experiences (insanely) expecting all visitors to their websites to convert right away – anything less than that is a failure.

Metrics 88

Metrics Analytics Cost-Benefit Key Performance Indicator 88

Occam's Razor

DECEMBER 9, 2013

The most common mistakes digital practitioners and leaders make is to either do things in the wrong order, or to try and do too much at one time. Progress in digital marketing and analytics in either scenario becomes painful (the organization / systems / thinking is simply not in the optimal position). In other words: Evolution.

Marketing 165

Marketing Analytics Key Performance Indicator Optimization 165

Occam's Razor

AUGUST 13, 2012

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. Yehoshua Coren: Best ways to measure user behavior in a multi-touch, multi-device digital world. That means: All of these metrics are off. Let's do this!

Modeling 124

Modeling Metrics Data Quality Data-driven 124

Occam's Razor

FEBRUARY 25, 2014

We are all aware that the best companies in the world have an optimal DC-DR-DA allocation when it comes to time/money/people: 15%-20%-65%. But trust me, it is better for your career (and, this is a lot less important, but much better for your company/audience :)) to get really, really good at data presentation.

Visualization 144

Visualization Key Performance Indicator Dashboards Metrics 144

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. Pledge to shift away from a one-size-fits-all data puke, and use your web analytics tool to create a customized dashboard. I named my dashboard: VP, Digital. I mean really use the tools.

Analytics 145

Analytics Dashboards Metrics Key Performance Indicator 145

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? If you are in a company this is easier to get done as you have access to people and at least some data (even if the site is not tagged). 7 Best Practices, Bonus Tips. Paid Search.

Analytics 94

Analytics Measurement Metrics Predictive Analytics 94

Occam's Razor

FEBRUARY 7, 2022

It is everything else: Company. My hope is that these reflections will inspire a stronger assessment of your company, culture, and people, which will, in turn, trigger corrective steps resulting in a regular, robust, remarkable testing program. Print and Billboards are surprisingly effective at driving digital outcomes!

Experimentation 101

Experimentation Testing Optimization Marketing 101

Occam's Razor

JULY 22, 2013

For example AIDA is from the siloed lens of Marketing (and full disclosure, I humbly believe serves company's own selfish perspective). Most of the frameworks we have also don't optimally capture the complexity of digital marketing and measurement. to move all we do as a company to deliver higher profits.

Measurement 163

Measurement Marketing Key Performance Indicator Metrics 163

Occam's Razor

DECEMBER 12, 2016

there is a new mobile app to track or a new digital experience to problem-solve or a crazy online to offline campaign that upends everything unleashes a new layer of tactical activity. I believe there are five elements that have to be persistently present in the primordial soup at any company that expects amazing life to spring forth.

Analytics 141

Analytics Data-driven Strategy Consulting 141

Occam's Razor

AUGUST 9, 2016

This is all the way from Aug 2009: Web Analytics Career Advice: Play In The Real World! Or a subsequent post about how to build a successful career: Web Analytics Career Guide: From Zero To Hero In Five Steps. At this point you'll be a little confused about some metric or the other. Awesome, right? Jump-Start Your Learning.

Analytics 109

Analytics Metrics Reporting Strategy 109

Occam's Razor

DECEMBER 3, 2012

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.

Marketing 147

Marketing Advertising Strategy Optimization 147

Occam's Razor

MAY 19, 2014

There is unlimited amount of data thrown off our digital existences. (Or Our leaders (companies, agencies, teams) have to deal with an incredibly complex landscape, and they don't have enough time. But the problem is that single golden metrics hide valuable insights and, more often than not, drive bad behavior.

Metrics 159

Metrics Key Performance Indicator Analytics Marketing 159

Occam's Razor

MARCH 10, 2015

In a Q&A after a keynote a couple of years ago, I was asked: " When will traditional business analysis subsume the web analytics silo? " " My reply: " All business will ultimately be digital, so, if anything, web analytics will subsume business analysis! " No digital. Business analysis.

Strategy 151

Strategy Analytics Measurement Business Analysis 151

Occam's Razor

JANUARY 9, 2012

Here's important context (before we get into the rules for revolutionaries)… The Fundamental Web Analytics Problem Is Not Data! Most companies are astonishingly blasé about data and possibilities of measurement. Most web "analysts" remain glorified "data pukers" or glorified JavaScript taggers.

Marketing 140

Marketing B2B Measurement Risk 140

Occam's Razor

SEPTEMBER 15, 2014

You after all have all of the aforementioned devices, and it is likely that at some level you are looking at traffic to your company's digital existence. Surely you are not surprised that digital finally beats TV. The only reason good old digital is beating TV is mobile. Still, let me try to surprise you.

Metrics 141

Metrics Reporting Analytics Marketing 141

Occam's Razor

AUGUST 29, 2011

Some of you know that I am the co-Founder of Market Motive, and also lead the Web Analytics Master Certification course (which is one of eight courses in Internet Marketing certification ). The course is a structured program that teaches the gamut of web analytics. Here's the rough path: Web Analytics 2.0 All the best!

Metrics 128

Metrics Analytics KPI Marketing 128