Occam's Razor

JANUARY 20, 2010

End of a minor web analytics lesson on going beyond obvious metrics and never, ever, never forgetting context. Log into the Advanced Segmentation tool in your web analytics tool. Create a segment for Organic Search traffic. s web master resources.] Back to our story. Do your happy dance!

Metrics 90

Metrics B2B Analytics Measurement 90

Occam's Razor

SEPTEMBER 20, 2010

Someone recommends your business / solution to someone else and boom they show up at the site. If you were really smart you would use campaign tagged vanity url so you can segment them!]. Segment them in your data, the delightful numbers you see in your KPI's will show you why. People familiar with your brand.

Analytics 122

Analytics Metrics Data-driven Reporting 122

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. This blog post is about the above recommendations, and their merit. My recommendation above is the simplest way to attempt this. Let's go! That is ok.

Advertising 165

Advertising ROI Metrics Marketing 165

Occam's Razor

JULY 15, 2014

is yearning for some segmentation, or at least for some comparisons of current performance to past performance for context. Just imagine how useful it would be in a non-analytical environment like a museum. Go three levels, or five, inside the organization to the Senior Leadership, would they get anything out of this?

Dashboards 159

Dashboards Key Performance Indicator Snapshot Slice and Dice 159

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.

Analytics 93

Analytics Data Collection Reporting Marketing 93

Occam's Razor

MAY 2, 2017

The challenge I want to take on is to be specific in the recommendations make, and to share how we can be very nimble and agile. You’ll see three consistent patterns in the thinking expressed below. They are from my post The Biggest Mistake Web Analysts Make… And How To Avoid It! We bend to this reality. A quick best practice.

Metrics 141

Metrics Key Performance Indicator B2B Measurement 141

Occam's Razor

MAY 18, 2010

My love for segmentation as the primary (only?) 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 (!) It is not very difficult to segment your data.

Analytics 123

Analytics Key Performance Indicator Metrics Measurement 123

Occam's Razor

AUGUST 11, 2015

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. Bonus: There's lots of goodness that is hidden in Google Analytics. Business Outcomes Analysis.

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. Here is a summary of the eight incredible recommendations in this post: #1. 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. 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

FEBRUARY 25, 2014

There are three elements to our "big data" efforts, or unhyped normal data efforts: Data Collection, Data Reporting, and Data Analysis. Hence all the insights-free data visualizations floating around the web that are totally value-deficient, even as they are pretty. Then we have it for the company and its category.

Visualization 144

Visualization Key Performance Indicator Dashboards Metrics 144

Occam's Razor

SEPTEMBER 15, 2014

Remember, when someone says mobile analytics, first ask the clarifying question: Do you mean mobile application or mobile website ? Then approach each separately (even though there are tools like Google Analytics that will do both). In Google Analytics there are five parameters: Source, Medium, Campaign, Term and Content.

Metrics 141

Metrics Reporting Analytics Marketing 141

Occam's Razor

OCTOBER 24, 2016

When it comes to your Digital Marketing and Digital Analytics practice, I've advocated slow and steady evolution. My recommendation… Partake in honest self-reflection, let that help you identify where on this ladder today, then, rather than shooting for the moon, figure out how to get to the next step. Let's go.

Metrics 146

Metrics Marketing Optimization Modeling 146

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. Two stories. #1:

Marketing 135

Marketing Statistics Strategy Consulting 135

Occam's Razor

MARCH 18, 2013

Web Analytics tools have become pretty feature rich, and the future promises to bring even more goodies ( Universal Analytics anyone?). This particular problem exists primarily because Analytics allows us to create custom reports. In some scenarios you also bump into it when you do advanced segmentation and filtering.

Metrics 144

Metrics Analytics Measurement Reporting 144

Occam's Razor

OCTOBER 10, 2011

I am going to define a way for you to think about measuring social media, and you can't actually easily measure what I am going to recommend. Update: Please see update #2 below, you can now easily measure what's recommended in this post.]. Use Google Analytics, Omniture, WebTrends, CoreIBMInsights, etc. Conversation Rate.

Metrics 165

Metrics Measurement Advertising Key Performance Indicator 165

Occam's Razor

FEBRUARY 22, 2010

Competitive intelligence, the "what else", is one of the core tenets of Web Analytics 2.0. The reason is simple: The ecosystem within which you function on the web contains mind blowing data you can use to become better. challenge : Monitoring software (overt or covert) was built when the Web was static and page-based.

Metrics 123

Metrics Advertising Reporting Software 123

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. Three important things to get going. Let's back up. Let me start with a story.

Analytics 80

Analytics Metrics Key Performance Indicator Slice and Dice 80

Occam's Razor

DECEMBER 12, 2011

I am going to attempt to significantly simply your life by recommending the critical few metrics you should use to analyze performance of your digital marketing campaigns and website. Recommend metrics / KPIs you can use based on the size of your company. 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

JANUARY 28, 2013

At the bottom of the page they explain in three short sentences what they do. So no social features/recommendations available. All other recommendations, logos, etc. But when it comes to the web, they all seem to leave their creativity, passion, and brilliant minds at home. The web can sell product. No Audio Ads.)

Marketing 164

Marketing Insurance Visualization IT 164

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 to be awesome you are likely to use one from each category. Disclosure:] I am the co-Founder of Market Motive Inc and the Analytics Evangelist for Google. Web Analytics 2.0.

Analytics 135

Analytics Testing Measurement Optimization 135

Occam's Razor

FEBRUARY 20, 2012

The single biggest mistake web analysts make is working without purpose. My normal recommendation to address this supremely corrosive issue is to encourage each company to go through the process of creating a Digital Marketing and Measurement Model. No touching Google Analytics. No going to web analytics conferences.

IT 138

IT Measurement Marketing Metrics 138

Occam's Razor

SEPTEMBER 21, 2015

We send out our multi-tab spreadsheets, our best Google Analytics custom reports , our great dashboards full of data , and more to the tactical layer of data clients. They can only present three strong ideas. If their presentation slide means they can tell three stories in 15 slides, so be it. In fact 86.4% Let me share two.

Visualization 160

Visualization Key Performance Indicator Slice and Dice Strategy 160

Occam's Razor

NOVEMBER 18, 2014

Ok, so perhaps as the author of two bestselling books on analytics I love it a little bit more! In each case the creator did something interesting that made me wonder how I can use their strategy in my daily efforts in service of digital marketing and analytics. Short story #5: Segmented Stacked Square Charts.

Visualization 143

Visualization Slice and Dice Predictive Modeling Metrics 143

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

APRIL 29, 2013

In the last couple months I've spent a lot of time with senior level marketers on three different continents. You end up paying substantial amounts of money to your analytics/big data vendor – for questionable value. In three months. Takes three months. Small data. All you need to do is fix the bounce rate.

Marketing 166

Marketing Metrics Advertising Measurement 166

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. In a moment, I'll share three newsletters to give you a feel for what I'm writing about.

Marketing Analytics 86

Marketing Analytics Marketing Analytics KPI 86