Occam's Razor

APRIL 13, 2015

The 80/20 rule applies to our use of web analytics tools as well. I recommend that periodically you gather folks around you for lunch, pull up Adobe Analytics on the big screen in the conference room, let each person expose one hidden report or feature. Google Analytics Shortcuts: Save Your Complex Views.

Analytics 155

Analytics Reporting Metrics Slice and Dice 155

Occam's Razor

MAY 2, 2017

They are from my post The Biggest Mistake Web Analysts Make… And How To Avoid It! Then, you would ensure the obsession your analytics strategy adopts this month/quarter/year for Assisted Conversion is to segment them for SDC to validate the impact of those high priority campaigns. A quick best practice. Donations, straightforward.

Metrics 141

Metrics Key Performance Indicator B2B Measurement 141

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. EU Cookies!) 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

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. Let's go!

Analytics 94

Analytics Measurement Metrics Predictive Analytics 94

Occam's Razor

JANUARY 12, 2015

The world of digital analytics seems to be insanely complicated. Third-party or first-party cookies anyone? And, are we tracking people, devices, web browsers or whoknowswhat? Our journey to understanding, dare I say nirvana, follow these steps: Digital Analytics Ecosystem: The Core Elements. Let's go!

Analytics 150

Analytics Slice and Dice KPI Metrics 150

Occam's Razor

SEPTEMBER 20, 2010

Direct traffic contains visitors that proactively seek you out, everyone else you have to "beg" to show up on your site! I love analyzing Direct traffic because it contains a valuable set of visitors who deserve more love than we currently give them. You are using Google Analytics to track all you display campaigns.

Analytics 122

Analytics Metrics Data-driven Reporting 122

Occam's Razor

MAY 27, 2015

The web is dead. Mobile web is dead. Cookies are all we need! even if you've never visited the site) has access to tons of intent signals from you right now, tons of third-party cookies that litter your browser right now, and immense Big Data and algorithms. The web is dead. Mobile web is dead.

Marketing Analytics 153

Marketing Analytics Marketing Analytics Advertising 153

Occam's Razor

APRIL 2, 2012

Two helpful blog posts on multi-channel analytics: 1. Tracking online impact of offline advertising. Tracking offline impact of online advertising. Actually, I should not say increasingly difficult, I should say almost impossible (cookies, uuids, privacy, government, et al). It's mandatory.

Modeling 152

Modeling Advertising Marketing Measurement 152

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). The post is written in these six steps: Step 1: Tag every shared link with campaign tracking parameters.

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. Because the above picture actually looks like this… Suddenly most of your standard Adobe and Analytics reports are more than lying to you about the effectiveness of your marketing investments. Let's go.

Metrics 146

Metrics Marketing Optimization Modeling 146

Occam's Razor

SEPTEMBER 29, 2009

The web rocks!]. Measure the change in the percentage of New Visitors to your website, its the orange line in the graph above. See if you were able to get more traffic to arrive at your site, and if they were Existing Visitors or New Visitors (hopefully measured with a first party cookie in your website analytics tool).

Measurement 128

Measurement Metrics Analytics Marketing 128

Occam's Razor

JANUARY 21, 2009

Why not measure Visitor behavior after that first purchase / lead / membership sign up (or the first super poke)? Why not the Visitor behavior in the 30 days after sign up? Ok, what you are measuring in the case of Recency is not simply people who signed up BUT rather the behavior of the visitors who signed up.

Measurement 75

Measurement Analytics Metrics Key Performance Indicator 75

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. Even measuring Visitor conversion rates (Visit based conversion rates promote bad marketing behavior) is akin to declaring success after a one night stand. So plan on looking outside.

Analytics 135

Analytics Marketing Measurement Metrics 135

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. This report demonstrates the power of getting something out of Google Analytics that you might know exists there.

Reporting 158

Reporting Analytics Metrics Key Performance Indicator 158

Occam's Razor

JULY 1, 2008

There is perhaps no challenge greater than tracking offline impact of your online presence (campaigns or other activity). This post bravely attempts to: 1 ] Highlight the importance of holistic multichannel analytics. 2 ] Outline why online to offline tracking is a difficult exercise, atleast for now. Because it is hard.

Analytics 116

Analytics Measurement Marketing Sales 116

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. No keyword data in analytics tools. That of course will mean more referring keyword data will disappear.

Optimization 154

Optimization Reporting Experimentation Metrics 154

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

NOVEMBER 24, 2009

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 Most twitter analytics tools just do data puking. Twitter Analytics.

Metrics 124

Metrics Analytics Measurement Strategy 124

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! And, happily, it has almost all of the Google Analytics features implemented correctly.

Analytics 109

Analytics Metrics Reporting Strategy 109

Occam's Razor

JUNE 4, 2018

Bonus: The best computation of conversion rate is orders divided by users (the default in your analytics tool is sessions). And, yes, I did say a decade ago that you should look at the opportunity size within all your website visitors. If you scroll to the bottom of their web pages you’ll see…. Big opportunity. You should.

Strategy 124

Strategy Cost-Benefit Testing Sales 124

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. Web Analytics group but 20 mins of each day is spent reading all the posts.

KPI 94

KPI Measurement Statistics Metrics 94