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." Admit it, you've heard it. I suspect you've even used it liberally!! : ). 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.

Measurement 128

Measurement Metrics Analytics Marketing 128

Occam's Razor

APRIL 20, 2009

Do you have a sneaking, yet unshakable, suspicion that your Web Analtyics Vendor is sometimes just trying to mess with you? Guess what? It's true! All web analytics tools have a smattering of metrics and key performance indicators that were created just because someone decided it would be cute to add / subtract / multiply / divide some numbers.

Metrics 106

Metrics Key Performance Indicator Reporting Measurement 106

Occam's Razor

DECEMBER 9, 2009

It is rare for me to work with a organization where the root cause for their faith based decision making (rather than data driven) was not the org structure. It is almost never tools. Not any more. Surprisingly it is often not their will to use data, that is there in many cases. Sometimes it is that they don't follow the 10/90 rule. It is always the organization structure.

Analytics 95

Analytics Data-driven Marketing Sales 95

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. It does not matter which report you look at. Affiliates. Products sold. Referring URL's. Pages viewed. Search keywords. Promotions. Geographies.

Metrics 94

Metrics KPI Reporting Visualization 94

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Visualization

Occam's Razor

JANUARY 21, 2009

Here is an astonishingly brilliant, yet simple idea (if I may say so myself!): Why just measure conversions as one purchase or conversions just as a submission of a lead or opening of an account on facebook / twitter / what ever? Why not measure Visitor behavior after that first purchase / lead / membership sign up (or the first super poke)? Why obsess about the "quickie" that is opening an account?

Measurement 75

Measurement Analytics Metrics Key Performance Indicator 75

Occam's Razor

NOVEMBER 13, 2009

I am absolutely thrilled that my book Web Analytics 2.0 has been released and is in retail stores now, online and offline! Hurray!! Even with a broken right hand I can't help but write this post! The waterfall of positive feeling stems from the fact that this book was very hard to write. I only had one job, at Intuit, when I wrote my first web analytics book.

Analytics 71

Analytics Metrics Measurement Testing 71

Occam's Razor

APRIL 6, 2009

Every once in a long while you come across a tool that just gives you goose bumps, you are instantly infatuated. The Search Based Keyword Tool (SbKT) was that for me. The data it brings together and the transparency it brings is just so. sexy. Let's see if you feel that by the time you are done with this post. I can tell you know that you'll never think of Paid Search the same way!

Measurement 103

Measurement Optimization Marketing Data-driven 103