Occam's Razor

JANUARY 12, 2015

The world of digital analytics seems to be insanely complicated. I led a discussion the other day with a collection of people who were brand new to the space and some who were jaded long-term residents of Camp Web Analytics. Digital Analytics Ecosystem: The Inputs. Digital Analytics Ecosystem: The Outputs. Let's go!

Analytics 150

Analytics Slice and Dice KPI Metrics 150

Occam's Razor

SEPTEMBER 19, 2011

How do you figure out if you are spending more money reaching the exact same current or prospective customers multiple times? We have to do Search Engine Optimization. We have to do Paid Search. Maybe it is Search, Email and Facebook. Maybe it is Affiliate and Paid Search. We have to do Social Media.

Measurement 119

Measurement Advertising Testing Marketing 119

Occam's Razor

DECEMBER 20, 2010

The last blog post shared custom analytics reports that you can use to find amazing insights faster, enabling you to create a focused, truly data driven organization. I am an unabashed segmentation fan: Web Analytics Segmentation: Do Or Die! Without segmentation our analysis is focused on unrecognizable blobs of traffic.

Analytics 118

Analytics Reporting Measurement Data-driven 118

Occam's Razor

AUGUST 8, 2011

99.9996253% of Web Analytics reports produced are utterly useless. partly because they are out of the box standard reports that web analytics vendors create for “average” people (and we both know that you are not average!), Here’s a blog post: 3 Awesome, Downloadable, Custom Web Analytics Reports.

Reporting 122

Reporting Metrics Key Performance Indicator Optimization 122

Occam's Razor

SEPTEMBER 29, 2009

One of the ultimate excuses for not measuring impact of Marketing campaigns is: "Oh, that's just a branding campaign." Before we go any further I must clarify that I love branding campaigns just as much as the next guy. I love campaigns that Visa runs. are you doing the "branding campaign"?

Measurement 128

Measurement Metrics Analytics Marketing 128

Occam's Razor

JULY 24, 2018

The universe of digital analytics is massive and can seem as complex as the cosmic universe. Even simple questions like “ How effective is our analytics strategy? Soon, your digital analytics strategic framework that you hoped would provide a true north to the analytics strategy question looks like this ….

Analytics 93

Analytics Metrics Strategy Measurement 93

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. People driven by your offline campaigns. If you were really smart you would use campaign tagged vanity url so you can segment them!]. Free, non-campaign, traffic. Uninvited, but we love them!

Analytics 122

Analytics Metrics Data-driven Reporting 122

Occam's Razor

SEPTEMBER 24, 2012

A Facebook employee (FBe) gave a talk about measuring ROI/Value of Facebook campaigns. In the second part of the talk a large client joined FBe on stage to make the case for Facebook campaigns. From the data presented, there is no way to tell if the Facebook campaign worked or not. Attribute it all to the Facebook campaigns.

Advertising 165

Advertising ROI Metrics Marketing 165

Occam's Razor

JANUARY 20, 2010

I recently did a webinar for the Search Engine Strategies conference (I am doing the opening conference keynote at SES London and SES New York ) and my Market Motive co-faculty member Greg Jarboe sent me this KPI via email: "Your webcast was a big success. Log into the Advanced Segmentation tool in your web analytics tool.

Metrics 90

Metrics B2B Analytics Measurement 90

Occam's Razor

AUGUST 11, 2015

Standard reports stink. Custom reports rock! Why would a report created for everyone work for the special someone that you are? Custom reports allow you to deeply focus (by eliminating the rif-raf metrics and dimensions, they save time and show just what you want). Social Media Performance Analysis.

Reporting 158

Reporting Analytics Metrics Key Performance Indicator 158

Occam's Razor

JANUARY 24, 2011

The way OOD manifests itself is that in every website and web business I work with I am obnoxiously persistent in helping identify the desired outcomes of the site / business before I ever log into their web analytics data. Without goals and goal values you are not doing web analytics, you are doing web iamwastingyourlifeandminelytics.

Analytics 122

Analytics Finance B2B ROI 122

Occam's Razor

FEBRUARY 26, 2008

You know exactly what is necessary in order for your company to achieve Web Analytics 2.0 At the end of one of my speaking engagements you come up and say " Thanks Avinash, that was really great, you've opened our eyes. " Or sometimes " My manager simply does not get it / Analytics / Web / Me / Anything."

Management 68

Management Experimentation Testing Strategy 68

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? What are my customers telling me?)

Reporting 139

Reporting Metrics Strategy Measurement 139

Occam's Razor

DECEMBER 6, 2010

In a world where we are overwhelmed with data and metrics and key performance indicators and reports and dashboards and. To share with you three custom reports that I find to be super valuable when I am doing web data analysis. I love custom reports. Web Analytics or Site Catalyst or WebTrends.]. #1:

Reporting 125

Reporting Analytics Metrics Cost-Benefit 125

Occam's Razor

AUGUST 12, 2013

There are few things more complicated in analytics (all analytics, big data and huge data!) We have fought valiant battles, paid expensive consultants, purchased a crazy amount of software, and achieved an implementation high that is quickly, followed by a " gosh darn it where is my return on investment from all this?

Modeling 161

Modeling Optimization Marketing Interactive 161

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

JULY 15, 2014

Just imagine how useful it would be in a non-analytical environment like a museum. Yes, it does summarize data from many reports into one. Dashboards are no longer thoughtfully processed analysis of data relevant to business goals with an included summary of recommended actions. data analysis skills (you?

Dashboards 159

Dashboards Key Performance Indicator Snapshot Slice and Dice 159

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

MAY 2, 2017

The very best analysts are comfortable operating with ambiguity and incompleteness, while all others chase perfection in implementation / processing / reports. There are Search people and Content people and Landing Page Optimizers and Cart fixers and Attribution Specialists and more. If you want to play along.

Metrics 141

Metrics Key Performance Indicator B2B Measurement 141

Occam's Razor

APRIL 21, 2014

about digital marketing and analytics. I'd requested you to submit questions on my Facebook or Google+ pages and am always delighted at the wide range of challenges you share. For some answers, What is Avinash's typical day like? Hour-by-hour report please. :)? , Earn more affection. Add value to the business.

Marketing Analytics 131

Marketing Analytics Marketing Analytics Measurement 131

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. Some tools do pan-session analysis better than others, and there are a number of relatively new analytics solutions on the market today.

Modeling 124

Modeling Metrics Data Quality Data-driven 124

Occam's Razor

JANUARY 7, 2019

My professional areas of interest cover Customer Service, User Experience and Finance, though here on Occam’s Razor my focus is on influencing incredible Marketing through the use of innovative Analytics. First… The Analytics top ten things to focus on to elevate your game this year…. The Step Change Analytics Obsessions List.

Marketing Analytics 88

Marketing Analytics Marketing Analytics Strategy 88

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.

Analytics 94

Analytics Measurement Metrics Predictive Analytics 94

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

MARCH 25, 2014

You have to have a deeper understanding of the business, an expansive knowledge of what is possible (and not just inside Google/Adobe Analytics), and, this is so, so, so important, the ability to balance the now and the near future. I believe in always focusing on the complete customer-business journey. Ready to rock and roll?

Metrics 155

Metrics Marketing Strategy Key Performance Indicator 155

Occam's Razor

APRIL 2, 2012

Included in the post are recommendations for measurement and data analysis. While I'm using the term Store here, it encompasses sales (or leads or catalog requests) driven to a retail store or company call center, people driven to donate blood via online campaigns, or essentially any offline outcome driven by the online channel.

Modeling 152

Modeling Advertising Marketing Measurement 152

Occam's Razor

DECEMBER 9, 2013

Progress in digital marketing and analytics in either scenario becomes painful (the organization / systems / thinking is simply not in the optimal position). One day your leadership realizes you stink at digital (all of it or just Facebook or search and display or mobile or whatever). Don't do paid search.

Marketing 165

Marketing Analytics Key Performance Indicator Optimization 165

Occam's Razor

MAY 18, 2010

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 (!), Web Analytics , the other wonderful free WA tool, had advanced segmentation from day one. Of course Yahoo!

Analytics 123

Analytics Key Performance Indicator Metrics Measurement 123

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! " Business analysis. No digital.

Strategy 151

Strategy Analytics Measurement Business Analysis 151

Occam's Razor

FEBRUARY 22, 2010

Competitive intelligence, the "what else", is one of the core tenets of Web Analytics 2.0. Feel better? : ) When should you start doing paid search advertising for tours to Italy for 2011? : ) When should you start doing paid search advertising for tours to Italy for 2011? In May 2010 (!). 39%, good god!

Metrics 123

Metrics Advertising Reporting Software 123

Occam's Razor

OCTOBER 19, 2010

What is the first thing you want when you think about web analytics? recommending tools for the complete web analytics 2.0 Disclosure:] I am the co-Founder of Market Motive Inc and the Analytics Evangelist for Google. Web Analytics 2.0. This blog post is about web analytics 2.0. Of course tools.

Analytics 135

Analytics Testing Measurement Optimization 135

Occam's Razor

MARCH 23, 2010

There are more mistruths and F U D about Web analytics out there than I think is reasonable. Part of it is fueled by a vocal minority genuinely upset that 10 years on we are still not a statistically powered bunch doing complicated analysis that is shifting paradigms. Here are ten web analytics ground truths… 1.

Analytics 118

Analytics Consulting Metrics Experimentation 118

Occam's Razor

FEBRUARY 20, 2012

No touching Google Analytics. No going to web analytics conferences. The result will be an astonishingly high level of focus for your digital analytics work (even on day one) and hyper-relevant insights to the business. I'm not an expert in the credit score reporting business. No tweeting for help.

IT 138

IT Measurement Marketing Metrics 138

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! " Sad, unimaginative measurements of their sad, unimaginative campaigns. The problem is not analytics or data (or your blood, sweat and tears). "Count Impressions, in real time! "

Marketing 140

Marketing B2B Measurement Risk 140

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

AUGUST 6, 2007

It is almost instantly accessible in any web analytics tool. In a nutshell bounce rate measures the percentage of people who come to your website and leave "instantly" Thought about from a customer perspective rather than I came, I saw, I conquered, the action is I came, I saw, Yuck, I am out of here.

Metrics 120

Metrics Measurement Marketing ROI 120

Occam's Razor

MAY 19, 2014

" Or, "Profitability, it is so sexy, just focus on Customer Lifetime Value, no, sorry, I mean Profitability." Conversion Rate solves for the company and Task Completion Rate solves for the customer. None of the digital analytics tools make it easy to measure true profitability. Two simple reasons.

Metrics 159

Metrics Key Performance Indicator Analytics Marketing 159