Occam's Razor

MAY 19, 2006

Numerous studies have pointed out that while almost all Fortune 500 companies have great investments in "Web Analytics" they still struggle to make any meaningful business decisions. Most people complain that there are tera bytes of data and giga bytes of reports and mega bytes of Excel and PowerPoint files. Yet no actionable insights, no innate awareness of what is really going on through the clutter of site clickstream data.

Analytics 133

Analytics Metrics Measurement Reporting 133

Occam's Razor

MAY 17, 2006

We all wish that our key internal partners, business decision makers, would use Web Analytics data a lot more to make effective decisions. How do we make recommendations / decisions with confidence? How can we drive action rather than pushing data? The challenge is how to separate Signal from Noise and make it easy to communicate that distinction. This is where Excellent Analytics Tip #1, a recurring series, comes in.

Statistics 120

Statistics Analytics Testing Optimization 120

Occam's Razor

MAY 22, 2006

This post is a primer on the delightful world of testing and experimentation (A/B, Multivariate, and a new term from me: Experience Testing). There is a lot on the web about A/B or Multivariate testing but my hope in this post is to give you some rationale around importance and then a point of view on each methodology along with some tips. I covered Experimentation and Testing during my recent speech at the Emetrics Summit and here is the text from that slide: Experiment or Go Home: Customers ye

Experimentation 103

Experimentation Testing Optimization Measurement 103

Occam's Razor

MAY 15, 2006

Imagine walking into and out of a supermarket. If you did not purchase anything then the supermarket managers probably don't even know you were there. If you purchased something, the supermarket knows something was sold (they know a bit more if you use a membership card). Visiting a website, you leave behind a significant amount of data, whether you buy something or not.

Metrics 100

Metrics Experimentation Testing Interactive 100

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Visualization

Occam's Razor

NOVEMBER 12, 2006

The topic of my speech at the E-consultancy Online Marketing Masterclasses 2006 in London ( sign up here ) is "Conversion Rate Optimization: What, Why, How" While working on one of the slides (Tip # 9) the realization dawned that we measure conversion rate rather sub optimally and in a way that grossly overestimates the improvement possibilities.

Measurement 99

Measurement Analytics Optimization Marketing 99

Occam's Razor

AUGUST 28, 2006

How many metrics can you call adorable? Site abandonment rate is an adorable metric, to me : ), for these reasons: Money, money, money baby. IMHO there isn't a metric out there that can tell you a lot so quickly and any improvement you make to it will directly and immediately impact the bottom-line. It measures the customer interaction in a very small number of web pages, probably one for cart and two to three for checkout.

Metrics 98

Metrics Analytics Measurement Testing 98

Occam's Razor

NOVEMBER 1, 2006

On this blog we have talked about the importance of the “Why” often. Web Analytics usually simply helps us understand the “What” Clickstream data typically does not tell us why something happened. We have stressed how important it is to know the Why in order to derive actionable insights around customer behavior on the website and outcomes from that behavior.

Testing 85

Testing Measurement Interactive Software 85

Occam's Razor

OCTOBER 23, 2006

The title of my presentation at the Washington DC Emetrics summit was: Creating a Data Driven Web Decision Making Culture – Lessons, Tips, Insights from a Practitioner. My hope was to share tips and insights that might help companies move from just having lots and lots of data to creating cultures where decisions are made not on gut-feel, or the proverbial seat of the pants, but rather based on data.

Data-driven 117

Data-driven Metrics KPI Reporting 117

Occam's Razor

JULY 31, 2006

It is only fair to follow up a post titled " Stop obsessing about conversion rate " with this post. (Just in case you have not read the Stop Obsessing post that please read that first for more context). Conversion rate is a very important metric, used properly. Here is my point of view on the basics and best practices for measuring conversion rate.

Analytics 115

Analytics Metrics Measurement Reporting 115

Occam's Razor

AUGUST 10, 2006

Some of you have heard me speak at a conference , I always have a deep passion and excitement when I talk about the “Trinity” I wax and wane about it and go on and on about how fantastic the “Trinity” is. But it took a comment from Lisa Seaman to make me realize that I had not written about the “Trinity” on this blog.

Measurement 99

Measurement Experimentation Metrics Testing 99

Speaker: Scott Sehlhorst

We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.

Management