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. Criminal behavior.

Reporting 127

Reporting Analytics Metrics Advertising 127

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. We look at the top ten rows of data because: 1. Too much data from our web analytics tools.

Metrics 94

Metrics KPI Reporting Visualization 94

Occam's Razor

MARCH 30, 2017

It’s implications are far and wide, even in the narrow scope that I live in (marketing, analytics, influence). Machine Learning | Analytics. Google Photos. Google Photos uses AI to solve this problem. Google Photos has to be able to recognize the content all on it’s own. AI | Now | Global Maxima. Humans took 2.5

Marketing Analytics 166

Marketing Analytics Marketing Analytics Deep Learning 166

Occam's Razor

OCTOBER 14, 2014

We are all blessed with more data than we know what to do with, and all for the price of a few lines of JavaScript added to your website. Own data benchmarks. Industry analyst data benchmarks. Competitor data benchmarks. Vendor data benchmarks. Own data benchmarks. So how can you use your own data?

Key Performance Indicator 133

Key Performance Indicator Metrics Reporting Marketing 133

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

JULY 12, 2010

That's not including others I actively seek out around the web. I want to constantly be in the know of new and more clever ways of working with data, tools that are often solutions to problems we don't know we have yet or tools that are sometimes seeking problems to solve!! More desire to be data driven.

Analytics 96

Analytics Measurement Metrics KPI 96

Occam's Razor

MAY 5, 2016

I am not, and this post is all about getting the data to show you that I am indeed not being sarcastic. I am insanely excited that we can track ad blocking behavior in Google Analytics, so easily. Technical how-to implement enhanced code guidance (Google Tag Manager or direct). Ad block: #wth. Honestly, it is that easy.

Metrics 103

Metrics Reporting Analytics Advertising 103

Occam's Razor

JULY 6, 2016

Analysts, honestly, make the world go round when it comes to any successful business – yes, data is that important. 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! BUT I Want Data-First!

Testing 86

Testing Marketing Experimentation Cost-Benefit 86

Occam's Razor

OCTOBER 31, 2011

Data analysis is not easy. I love that the analyst is segmenting the data rather than showing the aggregate trend ("all data in aggregate is essentially crap" – me). But there is something fundamentally wrong about this analysis. That is part of the joy. You are always learning. Found the problem?

Statistics 130

Statistics Testing Reporting Key Performance Indicator 130

Occam's Razor

APRIL 4, 2016

Here's something important I've observed in my experience in working with data, and changing organizations with ideas: Great Analysts are always skeptical. But, it has become mission critical over the last few years as the depth, breadth, quantity and every other dimension you could apply to data has simply exploded.

Marketing 93

Marketing Strategy Analytics Reporting 93

Occam's Razor

JANUARY 7, 2007

So to make up for that this post covers some of the “technical” best practices around tracking with your web analytics tools, especially if you are using JavaScript tags. Often the job of implementation is left to the friendly neighborhood IT person and your web analytics vendor. This is sub optimal.

Analytics 93

Analytics Data Collection Reporting Marketing 93

Occam's Razor

JUNE 8, 2006

I am often asked what we look for when we hire Web Analysts or what quality do good Analysts possess or how to measure if a resource that already exists is optimal or how to mentor / motivate / guide our more junior Analysts to propel them to become great Analysts. We all agree that reporting is not analysis.

KPI 94

KPI Measurement Statistics Metrics 94

Occam's Razor

AUGUST 11, 2015

Custom reports allow you to package up entire datasets for deeper analysis. You can download them into your Google Analytics account via one click (along with some lovely Advanced Segments and a Dashboard). Many custom reports are wrong because we mess up the fundamental data model in analytics.

Reporting 158

Reporting Analytics Metrics Key Performance Indicator 158

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. Ravaging data. Leverage Custom Alerts – Let Data Kick Your Butt Into Action. #3. In-Page Analytics – Re-imagine Traveling Through Data. #5. I mean really use the tools.

Analytics 145

Analytics Dashboards Metrics Key Performance Indicator 145

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. Hence, I have been obsessed with encouraging you to get actual data to learn from. This is all the way from Aug 2009: Web Analytics Career Advice: Play In The Real World!

Analytics 109

Analytics Metrics Reporting Strategy 109

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. The questions reveal a bunch of things we used to worry about, and continue to, like data quality and creating data driven cultures.

Modeling 124

Modeling Metrics Data Quality Data-driven 124

Occam's Razor

OCTOBER 24, 2016

Culture is a stronger determinant of success with data than anything else. Including data. People + Process + Structure] > [Data + Technology]. You want to win big with data, with marketing, with transformative digital yada yada and blah blah, evolve. Step 6: Data-driven Attribution Modeling. At least for now.

Metrics 146

Metrics Marketing Optimization Modeling 146

Occam's Razor

SEPTEMBER 13, 2016

Analysis Ninjas are valued less than I would prefer for them to be. The post is also sourced from a recent edition of my newsletter, The Marketing – Analytics Intersect. If you are curious, here is a April 2011 post: The Difference Between Web Reporting And Web Analysis. Just data puking. I heart you.

Modeling 127

Modeling Reporting Strategy Consulting 127

Occam's Razor

AUGUST 11, 2014

My last post, perhaps provocatively, called for a reduction of data in executive dashboards (digital, online, offline). More English (IABI, specifically) would lead to a smarter understanding of performance, and of course glory for data practitioners. 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

MAY 20, 2013

The art of analysis often fails to deliver ginarmous success simply because of how limited our worldview is when we go about identifying bottom-line impacting insights. " comfort zone, and out of your Google Analytics, Site Catalyst, WebTrends worldview silo. That data is not in Google Analytics.

Analytics 139

Analytics B2B Measurement Advertising 139

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.

Strategy 151

Strategy Analytics Measurement Business Analysis 151

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

DECEMBER 12, 2016

There is, almost literally, an unlimited number of things you could focus on to create a high impact data-influenced organization. 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!)

Analytics 141

Analytics Data-driven Strategy Consulting 141

Occam's Razor

MAY 2, 2017

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. They are from my post The Biggest Mistake Web Analysts Make… And How To Avoid It! Remember: All data in aggregate is crap, segment or suck.

Metrics 141

Metrics Key Performance Indicator B2B Measurement 141

Occam's Razor

AUGUST 12, 2013

There are few things more complicated in analytics (all analytics, big data and huge data!) There is lots of missing data. And as if that were not enough, there is lots of unknowable data. Multi-Channel Attribution Analysis. ~ than multi-channel attribution modeling. " low. Grab a Red Bull.

Modeling 161

Modeling Optimization Marketing Interactive 161

Occam's Razor

FEBRUARY 10, 2016

If you don't have goals, you are not doing digital analytics. We were brain storming about the next cluster of coolness for Analytics, the conversation quickly went to what Analysts need to look at on a daily, weekly and monthly basis. A vast majority of us out there are data rich, information poor. : (.

Analytics 80

Analytics Metrics Key Performance Indicator Slice and Dice 80

Occam's Razor

JULY 1, 2013

Would you believe me when I say that your digital analytics data, from Google Analytics or WebTrends et. We do have A LOT of data in our analytics tools. But sometimes going outside our analytics tools can yield non-normal insights that can deliver a competitive advantage. Perhaps you are skeptical.

Marketing 135

Marketing Statistics Strategy Consulting 135

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. Web Analytics or Site Catalyst or WebTrends.]. #1: So you, and I, do nothing.

Reporting 125

Reporting Analytics Metrics Cost-Benefit 125

Occam's Razor

SEPTEMBER 7, 2010

" That quote comes to mind when I think of a new feature in Google Analytics that carries the unassuming name of Weighted Sort. We have a very long tail of data in web analytics. Hence I have persistently evangelized the need for true Analysis Ninjas to move beyond the top ten rows of data to find insights.

Analytics 109

Analytics Metrics Reporting ROI 109

Occam's Razor

FEBRUARY 25, 2014

There are three elements to our "big data" efforts, or unhyped normal data efforts: Data Collection, Data Reporting, and Data Analysis. More on that here: DC-DR-DA: A Simple Framework For Smarter Decisions.). Data presentation! Your data presentation is your brand. #2.

Visualization 144

Visualization Key Performance Indicator Dashboards Metrics 144

Occam's Razor

FEBRUARY 25, 2013

This blog is centered around creating incredible digital experiences powered by qualitative and quantitative data insights. Every post is about unleashing the power of digital analytics (the potent combination of data, systems, software and people). Let's calculate the ROI of digital analytics. Isn't it amazing?

Analytics 142

Analytics ROI Marketing Modeling 142

Occam's Razor

NOVEMBER 24, 2009

Sadly execution and analysis of these new social media channels has been hobbled by old world thinking. When it comes to marketing because of the old world thinking from the worlds of sTelevision and Magazines, and when it comes to measurement because of the world of traditional web analytics. My new book Web Analytics 2.0

Metrics 124

Metrics Analytics Measurement Strategy 124

Occam's Razor

DECEMBER 12, 2011

We have access to more data than God wants anyone to have. Thus it is not surprising that we feel overwhelmed, and rather than being data driven we just get paralyzed. In fact a data driven life is sexiest digital life you can imagine. For Search it is in your Google Analytics or Omniture Site Catalyst reports.

Metrics 151

Metrics Key Performance Indicator Measurement Optimization 151

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. The web is changing too fast. This is sad.

Analytics 118

Analytics Consulting Metrics Experimentation 118

Occam's Razor

APRIL 5, 2010

A smaller percent of those Marketers / Web Analysts will move beyond clicks and measure Visits / Visitors and Bounce Rates to measure success. That is truly doing the kind of Analysis Ninja work that solves tomorrow's problems today! You'll work with your acquisition team or your finance team to get the cost data.

Analytics 135

Analytics Marketing Measurement Metrics 135

Occam's Razor

MAY 19, 2014

There is unlimited amount of data thrown off our digital existences. (Or Or to use sexy term du jour , we have big data!). The people who see the data will ask very different questions. None of the digital analytics tools make it easy to measure true profitability. What's the one thing I should care about?

Metrics 159

Metrics Key Performance Indicator Analytics Marketing 159

Occam's Razor

SEPTEMBER 21, 2015

The difference between a Reporting Squirrel and Analysis Ninja? As in, the former is in the business of providing data, the latter in the business of understanding the performance implied by the data. Do you see how far away a Reporting Squirrel's job is from that of an Analysis Ninja?

Visualization 160

Visualization Key Performance Indicator Slice and Dice Strategy 160