tag:blogger.com,1999:blog-82646112438214707342024-03-13T11:16:35.743-07:00web analytics .orgWeb Analytics - WebAnalytics.org Community for Web Analytics Pros. Web analytics news, information, and networking portal.Unknownnoreply@blogger.comBlogger20125tag:blogger.com,1999:blog-8264611243821470734.post-18320326679071889272017-06-14T02:27:00.000-07:002017-06-14T02:34:01.377-07:005 Ways to Create a Data-Driven Culture with Web Analytics<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="color: #b45f06; font-size: x-large;">5 Ways to Create a Data-Driven Culture with Web Analytics</span></h2>
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<br /> Analyze a campaign? No problem. Optimize a conversion funnel? Sure thing. Sell the value of search and analytics to the CEO? </h3>
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<b><span style="color: #3d85c6; font-size: large;"><i><br />Um…what?</i></span></b></div>
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<span style="color: #666666; font-family: "georgia" , "times new roman" , serif; font-weight: normal;"><u><br />Let’s face it</u>: getting buy-in from key stakeholders can be difficult at best, downright daunting at worst. But more and more, it’s becoming a task marketers need to be adept at, especially in an economy that demands <u>accountability </u>from every dollar. </span></h3>
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<span style="color: #666666; font-family: "georgia" , "times new roman" , serif; font-weight: normal;"><br /></span><span style="font-family: "georgia" , "times new roman" , serif;"><span style="color: #666666; font-weight: normal;">Moreover, stakeholder buy-in is a critical factor for success – organizational support and resources often play a key role in determining the effectiveness of a campaign or engagement – and </span><i><span style="color: #666666; font-weight: normal;">therefore needs to be an integral part of the marketing toolbox.</span><br /><span style="color: #b45f06;"><br /></span></i></span><span style="font-family: "georgia" , "times new roman" , serif;"><span style="color: #b45f06;">With that in mind, here are 5 ways you can start creating a data-driven culture today:</span></span><ol style="background-color: white; box-sizing: border-box; color: #666666; line-height: 25px; margin: 0px 0px 1em; padding: 0px 0px 0px 40px;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="box-sizing: border-box;">1. Tie Data to Revenue.</span> </span><span style="font-family: "georgia" , "times new roman" , serif; font-weight: normal;">It’s much easier to get stakeholders’ attention and buy-in when they understand how changes in a particular variable can affect their bottom line. Web analytics – like any other marketing channel – must consistently prove its worth, so be sure to present data in a way that clearly demonstrates its contribution to ROI.</span></ol>
<ol style="background-color: white; box-sizing: border-box; color: #666666; line-height: 25px; margin: 0px 0px 1em; padding: 0px 0px 0px 40px;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="box-sizing: border-box;">2. Paint the Big Picture.</span> </span><span style="font-family: "georgia" , "times new roman" , serif; font-weight: normal;">A caution: don’t place too much emphasis on single session data in isolation. Instead, show how an analytics view that ties together multiple sessions and a more holistic perspective can provide the most accurate insights. After all, while isolated sets of data can seem as different as apples and oranges (when compared to one another), they may in fact be telling the same story if they’re both rolling down the hill, so to speak.</span></ol>
<ol style="background-color: white; box-sizing: border-box; color: #666666; line-height: 25px; margin: 0px 0px 1em; padding: 0px 0px 0px 40px;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="box-sizing: border-box;">3. Avoid Analysis Paralysis.</span> </span><span style="font-family: "georgia" , "times new roman" , serif; font-weight: normal;">Build custom reporting dashboards so that stakeholders see only the metrics important to them and can make decisions accordingly. Too much data can equal information overload, clouding key trends and preventing decisive action.</span></ol>
<ol style="background-color: white; box-sizing: border-box; color: #666666; line-height: 25px; margin: 0px 0px 1em; padding: 0px 0px 0px 40px;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="box-sizing: border-box;">4. Unearth the Holy Grail.</span><span style="font-weight: normal;"> Discover that “one thing” stakeholders have been unable to successfully measure for years…and find a way to track it. Once you’ve helped them with their Holy Grail, they’ll be much more willing to look at other data you have to offer.</span></span></ol>
<ol style="background-color: white; box-sizing: border-box; color: #666666; line-height: 25px; margin: 0px 0px 1em; padding: 0px 0px 0px 40px;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="box-sizing: border-box;">5. Share Your Successes.</span> </span><span style="font-family: "georgia" , "times new roman" , serif; font-weight: normal;">Promote instances where analytics was used intelligently to drive ROI and smarter business decisions. Be sure to also spotlight big wins – a little publicity can pay huge dividends.</span></ol>
<span style="color: #666666;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-weight: normal;">As digital marketers, we’re in a unique position to help </span><u>create and grow a data-driven culture</u><span style="font-weight: normal;">. In many cases, the numbers speak for themselves; it’s more a matter of communicating these successes and bottom-line benefits in a way that resonates with decision-makers. </span></span></span></h3>
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<span style="background-color: #bf9000; font-weight: normal;"><span style="color: white; font-family: "georgia" , "times new roman" , serif;">So don’t be shy. </span></span></h3>
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<span style="color: #666666; font-weight: normal;"><span style="font-family: "georgia" , "times new roman" , serif;">Search and analytics flourishes the most when stakeholders are all on the same page, and with a little persistence – and a clear voice – you’ll be well on your way towards getting the buy-in you need to succeed!</span></span></h3>
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<span style="font-weight: normal;"><span style="box-sizing: border-box;"><span style="color: #b45f06; font-family: "georgia" , "times new roman" , serif;"><i>If you need any help or have any questions, contact me directly at dsprinkle@acronym.com or complete the <a href="http://www.acronym.com/contact/">contact form</a> at Acronym.com.</i></span></span></span></h3>
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Unknownnoreply@blogger.comtag:blogger.com,1999:blog-8264611243821470734.post-19219247337146658062017-06-05T07:50:00.003-07:002017-06-05T07:50:38.730-07:00The 3 Adobe Analytics You Must Have: Omniture SiteCatalyst Reports Every Online Marketer Needs<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-size: large;">The 3 Adobe Analytics Omniture SiteCatalyst Reports Every Online Marketer Needs</span><br />
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In an earlier post, we discussed how important it is to set up your analytics tool correctly. But smart analytics doesn’t just end with implementation. You also need to make sure you’re pulling the right data – data that can lead to useful insights and actionable recommendations.</div>
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This is especially important with a powerful tool like Omniture-powered Adobe SiteCatalyst. After all, the ways to track your site performance and customer behavior are practically limitless, and it can be intimidating trying to figure out what metrics to focus on.</div>
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So, where do you begin? Start with the fundamentals – reports that deliver essential information on customer interaction with your site.</div>
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The following three reports are analytics must-haves. Configure them correctly, and the resulting data and insights will enable you to make smarter optimization – and business – decisions:</div>
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<strong style="box-sizing: border-box;">The Entry Page Bounce Rate Report</strong></h2>
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By definition, bounce rate is pretty straightforward; it measures the percentage of users who leave your site after only seeing one page. What it reveals, however, goes much, much deeper.</div>
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Bounce rates essentially communicate the quality of traffic coming to your site, as well as how successful you are at engaging users. By measuring how often visitors quickly abandon certain pages, you can better understand how relevant those pages are to the end user – a good way to determine which sections of your site need immediate improvement.</div>
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However, SiteCatalyst doesn’t include a default metric for bounce rate, meaning you have to manually create one. Here’s how:</div>
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<strong style="box-sizing: border-box;">1. Navigate to “Pages Report.”</strong></div>
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<strong style="box-sizing: border-box;">2. Click on “Add Metrics.”</strong></div>
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<strong style="box-sizing: border-box;">3. Select “Standard Metrics,” and choose “Entries” from the menu below.</strong></div>
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<strong style="box-sizing: border-box;">4. Change “Metric Type” to “Calculated,” and then click “Define New Metric.”</strong></div>
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<strong style="box-sizing: border-box;">5. Choose “Percentage” as type, select metrics from the standard metric box, then hit save.</strong></div>
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Also, consider customizing your report by keywords – doing so can help reveal the intent of your customers. After all, visitors came to your site looking for something, but then left because they couldn’t find it. Maybe your entry pages weren’t optimized for the keywords they were searching for, or perhaps your messaging and calls-to-action failed to resonate. In any case, dive deep into the words and phrases visitors are using to get an even more thorough understanding of what drives action and response.</div>
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<strong style="box-sizing: border-box;">The Conversion Funnel Report</strong></h2>
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The ultimate goal of a website is to make sure visitors perform a desired action – whether it’s making a purchase, downloading collateral, completing a form or any other number of conversion points. That being said, I’m constantly surprised at the number of companies who fail to track – and optimize – their entire conversion funnel.</div>
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Optimization starts with analyzing how effective each step of your funnel truly is; fortunately, SiteCatalyst allows you to track conversions from each step. To configure this report:</div>
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<strong style="box-sizing: border-box;">1. If you have a shopping cart, navigate to “Cart Conversion Funnel.”</strong></div>
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<a href="http://www.acronym.com/uploads/2011/01/2_1-Cart-conversion.jpeg" style="box-sizing: border-box; color: rgb(243, 94, 29) !important;"><img alt="" class="alignleft wp-image-6388" height="245" src="http://www.acronym.com/uploads/2011/01/2_1-Cart-conversion.jpeg" style="border: 0px; box-sizing: border-box; float: left; margin: 0px 20px 20px 0px; vertical-align: middle;" title="2_1 Cart conversion" width="471" /></a></div>
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<strong style="box-sizing: border-box;">2. If you don’t have a shopping cart, customize your Custom Events Funnel.</strong></div>
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<a href="http://www.acronym.com/uploads/2011/01/2_2-Custom-Events-Funnel.jpeg" style="box-sizing: border-box; color: rgb(243, 94, 29) !important;"><img alt="" class="alignleft wp-image-6389" height="229" src="http://www.acronym.com/uploads/2011/01/2_2-Custom-Events-Funnel.jpeg" style="border: 0px; box-sizing: border-box; float: left; margin: 0px 20px 20px 0px; vertical-align: middle;" title="2_2 Custom Events Funnel" width="471" /></a></div>
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<strong style="box-sizing: border-box;">The Referring Domains Report</strong></h2>
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They say you can’t figure out where to go unless you know where you’ve been. In online marketing speak, that means you can’t identify potential opportunities unless you know where your visitors are coming from in the first place.</div>
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That’s precisely why you need the referring domains report, as it delivers a useful breakdown of your various traffic sources. Subsequently analyzing your top referrers – i.e. honing in on the keywords that compel users to click on a link – can uncover new business opportunities, including traffic-driving linking partners and content/messaging themes that resonate with users.</div>
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To set up a referring domains report:</div>
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<strong style="box-sizing: border-box;">1. Select “Traffic Source,” and then “Referrer Type Report.”</strong></div>
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<strong style="box-sizing: border-box;">2. Click on the “Other Websites” breakdown.</strong></div>
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<a href="http://www.acronym.com/uploads/2011/01/3_1-Referrer-Type-Report.jpeg" style="box-sizing: border-box; color: rgb(243, 94, 29) !important;"><img alt="" class="alignleft wp-image-6390" height="370" src="http://www.acronym.com/uploads/2011/01/3_1-Referrer-Type-Report.jpeg" style="border: 0px; box-sizing: border-box; float: left; margin: 0px 20px 20px 0px; vertical-align: middle;" title="3_1 Referrer Type Report" width="468" /></a><br style="box-sizing: border-box;" /><strong style="box-sizing: border-box;"></strong></div>
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<strong style="box-sizing: border-box;">3. Break down by “Referring Domains.”</strong></div>
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<a href="http://www.acronym.com/uploads/2011/01/3_2-Referrer-Type-Report.jpeg" style="box-sizing: border-box; color: rgb(243, 94, 29) !important;"><img alt="" class="alignleft wp-image-6391" height="424" src="http://www.acronym.com/uploads/2011/01/3_2-Referrer-Type-Report.jpeg" style="border: 0px; box-sizing: border-box; float: left; margin: 0px 20px 20px 0px; vertical-align: middle;" title="3_2 Referrer Type Report" width="468" /></a></div>
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<strong style="box-sizing: border-box;">4. Add useful metrics as you see fit.</strong></div>
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<strong style="box-sizing: border-box;">Summary</strong><br style="box-sizing: border-box;" />The right reports can be the difference between simply collecting data and turning data into actionable insights. The entry page bounce rate, conversion funnel and referring domains reports in particular are essential to the online marketer’s arsenal and can play a pivotal role in enabling timely, data-driven optimization decisions that positively impact a company’s bottom line. In an industry that is built on mountains of data, the ability to extract relevant, difference-making insights and intelligence is invaluable, so take the time to properly configure these key reports – they could be the big boost you need in the new year!</div>
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Unknownnoreply@blogger.comtag:blogger.com,1999:blog-8264611243821470734.post-64609411750138963322011-03-08T02:33:00.001-08:002011-03-08T02:33:53.063-08:00SiteSpect, Performable grow with Web analytics<p>Boston Business Journal - by Galen Moore</p><p>Date: Friday, February 25, 2011, 6:00am EST<br />Related: Technology<br />Enlarge Image</p><p>Related News</p><p>Human Capital: People on the move, Feb. 3<br />EMC targets smalll-biz with new server<br />Tech vets tackle mobile apps at startup MobiFlex<br />Ali tapped as chairman of MassTLC<br />Firms tap open source model in a Red Hat fashion<br />A handful of big M&A deals has two small Boston technology firms seeing an opportunity in an unsexy corner of the Internet business.</p><p>Web analytics, which lets companies test and track user behavior, is drawing new customers in media and other industries, as businesses look to watch online visitors like an old-school department store manager watching customers browse around the retail floor.</p><p>SiteSpect Inc., a bootstrapped Boston high-tech company founded in 2004, hit an inflection point in 2010, nearly doubling its head count to 35 employees. But newer, smaller companies like Performable Inc. are growing faster, fueled by venture capital ..</p>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-8264611243821470734.post-6641719699480812452011-03-08T02:32:00.001-08:002011-03-08T02:32:27.330-08:00Web Analytics Consulting Firm Semphonic Approved for GSA Federal Supply Schedule<p>NOVATO, CA--(Marketwire - March 1, 2011) - Semphonic, the world's largest independent Web analytics consultancy, announced today that it had been awarded a Schedule 70 - Information Technology (IT) services supply contract by the U.S. General Services Administration (GSA), the procurement arm of the federal government.<br /> The five year GSA contract allows US federal government agencies worldwide to contract more easily with Semphonic for Web analytics and professional services. GSA is the federal government agency that sets policy for procurement by federal agencies and screens applicants for GSA listing through a rigorous and lengthy review process.<br /> Federal agencies and state and local agencies that participate in the GSA program may now contract for Semphonic's Web analytics services through Information Technology Schedule 70. Semphonic is listed in 132-51, Information Technology Professional Services, and is GSA contract number GS-35F-0243X.<br /> "The government has some of the most complex websites in the world," said Semphonic VP of Strategic Analytics Phil Kemelor, who heads the company's government and non-profit business and is a frequent speaker at the Potomac Forum, a leading educational and training organization serving the US Federal government community. "It's critical that these organizations manage their data and measurement objectives strategically and efficiently."<br /> As the world's leading Web analytics consultancy, Semphonic provides large scale enterprises with the strategies and metrics that allow them to maximize the performance of their websites.<br /> "Semphonic is the first and only GSA-certified dedicated Web Analytics consultancy," said Gary Angel, President of Semphonic. "We've built up a unique set of methods and processes to make rich measurement and optimization of public sector sites possible. Going through the GSA process is evidence of how committed we are to this market and how important we think measurement is to the public sector."<br /> Semphonic has long been an advocate and educator about Web analytics for the Federal government community, having conducted research for the Web Analytics Association on the state of Web analytics in the public sector.<br /> About Semphonic:<br /> Semphonic is the world's largest independent Web analytics consultancy, with headquarters in San Francisco and offices in Boston, New York, Washington, DC and Portland, OR. Founded in 1997, the company has helped leading corporations, government agencies and non-profits achieve measurable improvement in the performance of their web channel. Clients include the National Institutes of Health, the National Cancer Institute, American Express, Genentech, National Heart Lung and Blood Institute, National Geographic, and Turner Broadcasting. Semphonic is also the driving force behind the premier web analytics conference, X Change. For more information about Semphonic, please visit: http://semphonic.com.</p>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-8264611243821470734.post-14636501269872195562011-03-08T02:25:00.000-08:002011-03-08T02:25:36.106-08:00Web Analytics: Congress Wades into 'Do Not Track' Issue<span class="Apple-style-span" style="font-size: 14px; line-height: 20px; font-family: verdana, geneva, arial, helvetica, sans-serif; "><p style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 11px; margin-right: 0px; margin-bottom: 8px; margin-left: 0px; ">On Friday, Rep. Jackie Speier (D-CA) introduced H.R.654, which is intended "to direct the Federal Trade Commission to prescribe regulations regarding the collection and use of information obtained by tracking the Internet activity of an individual."</p><p style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 11px; margin-right: 0px; margin-bottom: 8px; margin-left: 0px; ">Uh oh. The government is here to help you.</p><a name="more" style="font-family: verdana, geneva, arial, helvetica, sans-serif; color: rgb(0, 51, 102); text-decoration: underline; cursor: pointer; "></a><h2 style="font-family: 'Trebuchet MS', Trebuchet, Futura, Arial, sans-serif; font-size: 1.45em; color: rgb(51, 51, 51); margin-top: 1.35em; margin-bottom: -6px; ">Multiple Bills on Deck</h2><p style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 11px; margin-right: 0px; margin-bottom: 8px; margin-left: 0px; ">Rep. Speier's <a target="_blank" href="http://thomas.loc.gov/cgi-bin/bdquery/z?d112:h.r.00654:" class="external" style="font-family: verdana, geneva, arial, helvetica, sans-serif; color: rgb(0, 51, 102); text-decoration: underline; cursor: pointer; padding-right: 12px; background-image: url(http://www.cmswire.com/images/ico_link-external.gif); background-position: 100% 50%; background-repeat: no-repeat no-repeat; ">bill</a> is not alone. Rep. Bobby Rush (D-IL) also introduced <a href="http://thomas.loc.gov/cgi-bin/bdquery/z?d112:h.r.00611:" class="external" style="font-family: verdana, geneva, arial, helvetica, sans-serif; color: rgb(0, 51, 102); text-decoration: underline; cursor: pointer; padding-right: 12px; background-image: url(http://www.cmswire.com/images/ico_link-external.gif); background-position: 100% 50%; background-repeat: no-repeat no-repeat; ">H.R.611</a>, which is essentially the same as the "Best Practices" bill he <a href="http://www.privacylives.com/illinois-rep-bobby-rush-introduces-privacy-bill-will-hold-hearing-on-consumer-privacy/2010/07/20/" class="external" style="font-family: verdana, geneva, arial, helvetica, sans-serif; color: rgb(0, 51, 102); text-decoration: underline; cursor: pointer; padding-right: 12px; background-image: url(http://www.cmswire.com/images/ico_link-external.gif); background-position: 100% 50%; background-repeat: no-repeat no-repeat; ">announced</a> last year. There are several <a href="http://www.clickz.com/clickz/news/2025948/fuels-track" class="external" style="font-family: verdana, geneva, arial, helvetica, sans-serif; color: rgb(0, 51, 102); text-decoration: underline; cursor: pointer; padding-right: 12px; background-image: url(http://www.cmswire.com/images/ico_link-external.gif); background-position: 100% 50%; background-repeat: no-repeat no-repeat; ">differences between the two bills</a>, but according to Joe Mullin at paidcontent.org, a journal on the economics of digital content, the big advantage Speier's bill has over Rush's is her use of the "Do Not Track" phrase, which is catchy, easy to understand and echoes the successful "Do Not Call" list that the Federal Trade Commission set up in 2003.</p><div class="ams-block" style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 8px; margin-right: 2px; margin-bottom: 0px; margin-left: 15px; width: 300px; float: right; "><div class="ams-block-300x250" style="font-family: verdana, geneva, arial, helvetica, sans-serif; float: left; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 2px; padding-right: 2px; padding-bottom: 2px; padding-left: 2px; border-top-width: 1px; border-right-width: 1px; border-bottom-width: 1px; border-left-width: 1px; border-top-color: rgb(204, 204, 204); border-right-color: rgb(204, 204, 204); border-bottom-color: rgb(204, 204, 204); border-left-color: rgb(204, 204, 204); border-top-style: none; border-right-style: none; border-bottom-style: none; border-left-style: none; border-width: initial; border-color: initial; width: 300px; "><div id="google_ads_div_Inline-300x250--01" style="font-family: verdana, geneva, arial, helvetica, sans-serif; "><ins style="font-family: verdana, geneva, arial, helvetica, sans-serif; width: 300px; height: 250px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; display: inline-table; position: relative; "><ins style="font-family: verdana, geneva, arial, helvetica, sans-serif; width: 300px; height: 250px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; display: block; position: relative; "><iframe id="google_ads_iframe_Inline-300x250--01" name="google_ads_iframe_Inline-300x250--01" width="300" height="250" scrolling="no" marginwidth="0" marginheight="0" frameborder="0" style="font-family: verdana, geneva, arial, helvetica, sans-serif; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; position: absolute; top: 0px; left: 0px; "></iframe></ins></ins></div></div><div class="spacer" style="font-family: verdana, geneva, arial, helvetica, sans-serif; clear: both; font-size: 1px; "></div></div><p style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 11px; margin-right: 0px; margin-bottom: 8px; margin-left: 0px; ">While there has been concern in other areas that Congressional deadlock could halt various kinds of legislation — such as Net Neutrality — the "Do Not Track" legislation <a href="http://paidcontent.org/article/419-three-reasons-why-a-do-not-track-bill-will-pass-in-2011/" class="external" style="font-family: verdana, geneva, arial, helvetica, sans-serif; color: rgb(0, 51, 102); text-decoration: underline; cursor: pointer; padding-right: 12px; background-image: url(http://www.cmswire.com/images/ico_link-external.gif); background-position: 100% 50%; background-repeat: no-repeat no-repeat; ">could manage to make it through</a>, Mullin said. First, privacy is one of those issues that everyone can agree on. Second, passing privacy legislation could be an easy win for Congress — and with the deficit, it doesn't have a lot of those that cost relatively little money. </p><p style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 11px; margin-right: 0px; margin-bottom: 8px; margin-left: 0px; ">All of this is <a href="http://www.cmswire.com/cms/web-engagement/web-analytics-are-you-worried-about-the-new-do-not-track-legislation-009541.php" style="font-family: verdana, geneva, arial, helvetica, sans-serif; color: rgb(0, 51, 102); text-decoration: underline; cursor: pointer; ">striking terror into the hearts</a>of the web development community. In fact, in December the House held a hearing examining whether Congress should enact legislation requiring a do-not-track function in Web browsers, which led to some Congressmen <a href="http://latimesblogs.latimes.com/technology/2010/12/do-not-track-privacy-online-ads-federal-trade-commission-congress.html" class="external" style="font-family: verdana, geneva, arial, helvetica, sans-serif; color: rgb(0, 51, 102); text-decoration: underline; cursor: pointer; padding-right: 12px; background-image: url(http://www.cmswire.com/images/ico_link-external.gif); background-position: 100% 50%; background-repeat: no-repeat no-repeat; ">expressing concern</a> that such legislation could damage the Internet economy and slow down the economic recovery.</p><h2 style="font-family: 'Trebuchet MS', Trebuchet, Futura, Arial, sans-serif; font-size: 1.45em; color: rgb(51, 51, 51); margin-top: 1.35em; margin-bottom: -6px; ">Bill 'Not a Panacea'</h2><p style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 11px; margin-right: 0px; margin-bottom: 8px; margin-left: 0px; ">Speier's bill <a href="http://articles.latimes.com/2011/feb/11/business/la-fi-do-not-track-20110212" class="external" style="font-family: verdana, geneva, arial, helvetica, sans-serif; color: rgb(0, 51, 102); text-decoration: underline; cursor: pointer; padding-right: 12px; background-image: url(http://www.cmswire.com/images/ico_link-external.gif); background-position: 100% 50%; background-repeat: no-repeat no-repeat; ">doesn't cover everything</a>. For example, tracking would be opt-out — meaning that consumers would need to know about Internet tracking, and know how to stop it — to stop tracking. In addition, it leaves it up to the FTC to decide what constitutes "tracking" and what is simply a necessary Internet function, which makes some online marketers nervous.</p><p style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 11px; margin-right: 0px; margin-bottom: 8px; margin-left: 0px; ">Meanwhile, the major browser companies are working on <a href="http://www.cmswire.com/cms/web-content/google-microsoft-mozilla-vie-for-next-gen-web-privacy-standard--009972.php" style="font-family: verdana, geneva, arial, helvetica, sans-serif; color: rgb(0, 51, 102); text-decoration: underline; cursor: pointer; ">implementing "Do Not Track"</a>features into their products, in response to a <a href="http://www.ftc.gov/opa/2010/12/privacyreport.shtm" class="external" style="font-family: verdana, geneva, arial, helvetica, sans-serif; color: rgb(0, 51, 102); text-decoration: underline; cursor: pointer; padding-right: 12px; background-image: url(http://www.cmswire.com/images/ico_link-external.gif); background-position: 100% 50%; background-repeat: no-repeat no-repeat; ">report from the FTC</a> in December suggesting that they do so — with <a href="http://www.cmswire.com/cms/web-engagement/the-ftc-privacy-report-do-not-track-options-and-web-analytics--010176.php" style="font-family: verdana, geneva, arial, helvetica, sans-serif; color: rgb(0, 51, 102); text-decoration: underline; cursor: pointer; ">varying degrees of success</a>. It remains to be seen whether Congress will decide that the industry can police itself — or needs help.</p></span>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-8264611243821470734.post-77281512506901474792011-03-08T02:23:00.000-08:002011-03-08T02:23:13.603-08:00Without Website Analytics, You’re Throwing Darts in the Dark!<span class="Apple-style-span" style="color: rgb(51, 51, 51); font-family: 'Helvetica Neue', Arial, 'Liberation Sans', FreeSans, sans-serif; font-size: 14px; line-height: 21px; "><div id="article-content" style="margin-top: 8px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 14px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; clear: both; background-position: initial initial; background-repeat: initial initial; "><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 14px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; ">Does your company have web analytics software in place? If not, then let this be a wake-up call. You are not just missing an important component of your e-marketing campaign; you are neglecting an imperative piece of the digital marketing puzzle! Lets take a look at what web analytics is and what it can do for you.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 14px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; ">Basically, web analytics is the data collected behind-the-scenes by your website. How many visits are you getting? Where are visitors coming from? What search words are they using to get there? What states or cities are they in? Is your traffic higher on certain days, weeks or months? How long do visitors spend on each page? Do they tend to exit on a particular page? Where are they going? Are they coming back?</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 14px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; ">This information can be compiled, reviewed and used to make decisions which could improve your website’s effectiveness. For example, if a large number of visitors are exiting on the registration page, maybe you are asking for too much information. Trim it down and see if you get more people filling it out. Maybe you have some great content, but viewers are not getting to it. Change its location on the site. Are you starting to see the power?</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 14px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; ">Google Analytics is one of the most popular web analytic services. This is no surprise, as it is very powerful and it is free. That’s correct: one of the most important components of your digital advertising and website success is free of charge. (And there’s a pretty good tutorial on how to set up Google Analytics <a title="How to Set Up Google Analytics" href="http://knol.google.com/k/ryan-kelly/how-to-install-google-analytics-in-5/3vn4nzpprg9di/3" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: initial; outline-style: none; outline-color: initial; font-size: 14px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(159, 7, 0); text-decoration: none; cursor: pointer; background-position: initial initial; background-repeat: initial initial; ">here</a>.)</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 14px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; ">Insurance Journal also provides analytics data (impressions and clicks) to all its clients with<a title="Insurance Journal Website Advertising" href="http://www.insurancejournal.com/advertise/ij-website-advertising.php" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: initial; outline-style: none; outline-color: initial; font-size: 14px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(159, 7, 0); text-decoration: none; cursor: pointer; background-position: initial initial; background-repeat: initial initial; ">banner campaigns</a>. (How great is that?! We give you the data to figure an ROI from your advertising with us.) Personally, I use Google Analytics almost daily to help clients and prospects put together effective geo-targeted campaigns by determine how much traffic our site is getting from particular states and cities. We can also help you run multiple banner test campaigns (i.e., simultaneously running two ads with different copy and/or positioning to see which performs best for you). Valuable info when deciding where and how to advertise in the future.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 20px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 14px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; ">I hope this post has pointed out the importance of web analytics in advertising and website success. Let me know if you have any questions. Also, I would love to hear in the comments how you’ve used web analytics to monitor and improve your advertising and company website.</p></div><div id="article-author-info" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 14px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; "><div id="author-description" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 14px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; "><h4 style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 14px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; line-height: 16px; background-position: initial initial; background-repeat: initial initial; ">About Howard Simkin</h4>Howard Simkin is the Southeast Sales Manager for Insurance Journal and the National Sales Manager for Claims Journal. Howard grew up in Cherry Hill, NJ and went on to receive a bachelors degree from the University of Delaware in Business Administration / Marketing. He has proudly been helping others develop and improve marketing and advertising campaigns for 20 years. Howard can be reached at 800-897-9965 x162 or hsimkin@InsuranceJournal.com. <a href="http://www.insurancejournal.com/author/hsimkin/" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: initial; outline-style: none; outline-color: initial; font-size: 14px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(8, 57, 143); text-decoration: none; cursor: pointer; background-position: initial initial; background-repeat: initial initial; ">More from Howard Simkin</a></div></div></span>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-8264611243821470734.post-25221355863043553012011-03-07T16:10:00.000-08:002011-03-07T16:10:00.122-08:00Google Analytics Blog: Evolution of Analytics Benchmarking Report<div><span class="Apple-style-span" style="color: rgb(255, 130, 0); font-family: arial, helvetica, sans-serif; font-size: 26px; "><a href="http://analytics.blogspot.com/2011/03/evolution-of-analytics-benchmarking.html" style="color: rgb(0, 131, 200); cursor: pointer; text-decoration: none; ">Evolution of Analytics Benchmarking Report</a></span></div><div><span class="Apple-style-span" style="color: rgb(51, 51, 51); font-family: arial, helvetica, sans-serif; font-size: 13px; "><p class="post-subhead">Friday, March 04, 2011 | 3:39 PM</p><p class="post-subhead"></p><div class="post-body"><p style="line-height: 1.3em; "></p><div style="text-align: left; ">This week, we are beginning a new way of providing benchmarking data to Google Analytics users. For almost three years, Google Analytics has provided a <a href="http://analytics.blogspot.com/2008/03/benchmarking-now-available-plus.html" style="color: rgb(0, 131, 200); cursor: pointer; ">Benchmarking report</a> for users who opt in for <a href="http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=87515#0.1.1_4" style="color: rgb(0, 131, 200); cursor: pointer; ">anonymous data sharing</a>. In a few days, however, we will be removing the Benchmarking report from the Google Analytics interface, and replacing it with an expanded report that will be emailed directly to you.</div><span class="byline-author"><div><span class="byline-author"><div><br /></div><div>In the coming few weeks, we’ll be delivering the new benchmarking report to all account administrators for accounts that are opted-in to anonymous data sharing. The report will expand on the type of data delivered to include broader trends, such as geographic or traffic source differences in visitor engagement. If you are interested in receiving the new benchmarking report, you can opt-in to anonymous data sharing.</div><div><ol><li>Sign into your Google Analytics account</li><li>Select the account you want to opt-in from the account list</li><li>Select <i>Edit account settings</i></li><li>Check the box next to <i>Anonymously with Google and others</i></li></ol></div><div><span class="Apple-style-span" style="color: rgb(0, 0, 238); -webkit-text-decorations-in-effect: underline; "><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQpL4RheGl2k3tVoY0-0Ewu0-tRPADyZsDo7OuI2dzND9VlHUe2kZ0eEa3Up5dR6MMC-pCnIqkxFg6fVVkScsknAuUkWNNNWHVc3fpMwsDUosfGmpCbPsGyleaUf73iwQ2QOO_NS8G4ro/s400/anon-data-sharing.png" border="0" alt="" id="BLOGGER_PHOTO_ID_5580374072180715330" style="cursor: pointer; display: block; margin-top: 0px; margin-right: auto; margin-bottom: 10px; margin-left: auto; text-align: center; width: 400px; height: 126px; " /></span></div><div>If you want one last look at the current reports make sure you visit them in the next few days. We’re looking forward to your feedback on the new format of the benchmarking report. Look out for it in the coming weeks.</div></span></div><div><span class="byline-author"><br /></span></div>Posted by Phil Mui, Google Analytics Team</span></div><div class="post-body"><span class="byline-author"><br /></span></div><div class="post-body"><span class="byline-author"><span class="Apple-style-span" style="font-family: Georgia, serif; font-size: 16px; color: rgb(0, 0, 0); "><a href="http://analytics.blogspot.com/2011/03/evolution-of-analytics-benchmarking.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+blogspot%2FtRaA+%28Google+Analytics+Blog%29">Google Analytics Blog: Evolution of Analytics Benchmarking Report</a></span></span></div></span></div>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-8264611243821470734.post-89369083809049119092011-01-25T10:27:00.001-08:002011-01-25T10:27:31.367-08:00Getting More than Just Numbers from Your Web Analytics<h3>Getting More than Just Numbers from Your Web Analytics</h3> <h4></h4> <p><strong>1</strong> | <a href="http://www.itbusinessedge.com/slideshows/show.aspx?c=86363&slide=2">2</a> | <a href="http://www.itbusinessedge.com/slideshows/show.aspx?c=86363&slide=3">3</a> | <a href="http://www.itbusinessedge.com/slideshows/show.aspx?c=86363&slide=4">4</a> | <a href="http://www.itbusinessedge.com/slideshows/show.aspx?c=86363&slide=5">5</a> | <a href="http://www.itbusinessedge.com/slideshows/show.aspx?c=86363&slide=6">6</a> | <a href="http://www.itbusinessedge.com/slideshows/show.aspx?c=86363&slide=7">7</a> | <a href="http://www.itbusinessedge.com/slideshows/show.aspx?c=86363&slide=8">8</a> | <a href="http://www.itbusinessedge.com/slideshows/show.aspx?c=86363&slide=9">9</a> | <a href="http://www.itbusinessedge.com/slideshows/show.aspx?c=86363&slide=10">10</a> | <a href="http://www.itbusinessedge.com/slideshows/show.aspx?c=86363&slide=11">11</a> | <a href="http://www.itbusinessedge.com/slideshows/show.aspx?c=86363&slide=12">12</a> | <a href="http://www.itbusinessedge.com/slideshows/show.aspx?c=86363&slide=13">13</a> | <a href="http://www.itbusinessedge.com/slideshows/show.aspx?c=86363&slide=14">14</a> | <a href="http://www.itbusinessedge.com/slideshows/show.aspx?c=86363&slide=15">15</a> | <a href="http://www.itbusinessedge.com/slideshows/show.aspx?c=86363&slide=16">16</a> <p><img alt="Previous" src="http://img.itbe.com/images/btn-prev-off.png" width="29" height="50"><br><img title="" alt="" src="http://img.itbe.com/ss/VirtusaWebAnalytics00.jpg"><br> <p>Click through for 14 ways you can make your Web analytics more actionable from Kishore Babu Nandanamudi, a lead business consultant at <strong><a href="http://www.virtusa.com/Default.asp">Virtusa</a></strong>. <p><strong>Topics:</strong> <a href="http://www.itbusinessedge.com/topics/show.aspx?t=480">Business Intelligence</a>, <a href="http://www.itbusinessedge.com/topics/show.aspx?t=481">Business Performance Management</a>, <a href="http://www.itbusinessedge.com/topics/show.aspx?t=599">Data Analysis</a>, <a href="http://www.itbusinessedge.com/topics/show.aspx?t=707">Web Traffic Analysis</a> <p>Web analytics has established itself as a major topic for discussion when planning for a Web application and building a business case. Before, Web analytics was often something added onto applications as an afterthought. Today, it is regarded with much higher priority and considered to be a powerful tool that can provide a number of business benefits. Businesses looking to better understand user behavior and application usage can utilize Web analytic tools to collect, analyze, measure and report on Internet data. However, it is important that businesses have planned for and understand Web analytics in order to take full advantage of the benefits it provides. <p>Based on his experience with business development, business analysis, requirement management and of course Web analytics, Kishore Babu Nandanamudi, the lead business consultant at <a href="http://www.virtusa.com/Default.asp"><strong>Virtusa</strong></a> outlines 14 ways to make Web analytics more actionable and achieve the associated business benefits. Unknownnoreply@blogger.comtag:blogger.com,1999:blog-8264611243821470734.post-30710355403149202082011-01-25T10:09:00.001-08:002011-01-25T10:09:02.630-08:00Three Roadblocks to Strategy Alignment in Web Analytics<h3>by Brent Dykes</h3> <p>While presenting at an online marketing conference, I was reflecting on the importance of<a href="http://blogs.omniture.com/2010/12/15/strategy-and-data-%E2%80%93-the-yin-and-yang-of-analytics-and-optimization/">strategy for analytics and optimization</a>. At a high-level, <strong>strategy can be defined as a plan of action or initiatives to achieve a set of business goals or objectives</strong>. Well-known strategy guru Michael Porter stated “a strategy delineates a territory in which a company seeks to be unique.” It’s the secret sauce. It’s what sets your company apart from its competitors. <p>As such, strategy should always influence the implementation or set-up of your analytics and testing tools. I know of very few “vanilla” or “cookie-cutter” companies that need generic implementations. In order to collect the right data that is relevant and complete (let’s not forget <a href="http://blogs.omniture.com/2010/03/16/keep-your-web-data-clean-and-safe-to-drink-part-i/"><em>accurate</em></a>), your <strong>metrics need to be based on the unique business goals of your organization</strong>. <p>As I’ve worked with several different global leaders, I’ve discovered outwardly similar companies needing different configurations in their implementations based on their unique strategies. Although one retailer may share many of same <a href="http://blogs.omniture.com/2010/06/01/kpis-focus-on-the-special-k/">KPIs</a> as other e-commerce sites (e.g., revenue, AOV, conversion rate, etc.), there are often unique requirements specific to each retailer. Differentiation can and should spill into the data. <p>Winston Churchill said, <strong>“However beautiful the strategy, you should occasionally look at the results.”</strong> Having a <a href="http://blogs.omniture.com/2009/08/31/the-elusive-web-measurement-strategy/">web measurement strategy</a> in place ensures your company is able to monitor the success or failure of its online initiatives. It aligns different<a href="http://blogs.omniture.com/2010/06/17/metrics-and-dimensions-and-reports-oh-my/">data dimensions, KPIs, and reports</a> to your business objectives so that your company can effectively measure its online business performance. As you can imagine, <strong>it’s difficult to align your implementation to an unknown strategy</strong>. And yet I still find our consultants working with large, well-known companies that seemingly cannot clearly articulate what their current online strategy or business goals are. <h4><strong>Why is the strategy part so challenging for companies?</strong></h4> <p>Both web analytics consultants and practitioners alike would probably agree aligning an implementation to a company’s business goals as one of the most important steps - but also one of the most difficult to accomplish. Why can it be so difficult? I’ve identified three roadblocks that can create problems. <h4><strong>1. </strong><strong>Tactical focus</strong></h4> <p><img alt="" src="http://assets.omniture.com/en/images/blogs/sail_ropes.jpg" width="250" height="167">Web teams are really busy handling the onslaught of daily tasks — launching new paid search campaigns, managing site updates, planning the next site redesign, creating new online surveys, building <a href="http://blogs.omniture.com/2010/10/19/reporting-vs-analysis-what%E2%80%99s-the-difference/">ad hoc reports</a>, testing new landing pages, etc. Workforce reductions in the last couple of years may have burdened these teams with more responsibilities and less <a href="http://blogs.omniture.com/2009/09/29/invest-in-people-not-just-tools-part-i/">resources</a> to complete them (let’s not forget the smaller <a href="http://blogs.omniture.com/2009/11/13/invest-in-people-not-just-tools-%E2%80%93-part-ii/">training</a>budgets). They are essentially struggling to keep the online boat afloat - bailing water while trying to keep the sails up. However, I frequently find that not enough people have stopped to check if the boat is heading in the right direction. <p>They might be meandering in a generally safe direction, about to hit the rocks, or already shipwrecked - and <strong>nobody even noticed</strong>. Even when an individual or team isn’t clear on the company’s online strategy or business goals, they will continue to diligently focus on accomplishing their day-to-day, tactical responsibilities. The default setting in most of us is to keep busy, keep our heads down, and get things done — not wait around for an online strategy to be provided or clarified. Good tactical execution is important, but strategy ensures that efforts are not wasted on the wrong activities or goals. As Sun Tzu stated,<strong>“</strong><strong>Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”</strong> <h4><strong>2. </strong><strong>Organizational dynamics</strong></h4> <p>Too often the online part of the business is treated more like <a href="http://en.wikipedia.org/wiki/Common_land">common land</a>, which in feudal times was land shared by the community for grazing herds and gathering firewood. In large organizations, multiple divisions or teams share parts of the company’s online presence, but nobody oversees the overall online business. As a result, there is <strong>frequently no overarching online strategy or shared business goals that unify each group’s focus</strong>. <p>In some cases, the online parts of a business can turn into a political battleground with different groups wrestling for control. You don’t need 14 different business divisions and worldwide operations to experience politics because even small companies have run into the same conflicts. With each team interpreting the organizational goals independently, it becomes very difficult to prioritize and align a web analytics implementation to vague or conflicting business objectives. Whether or not your company’s decision making is centralized or decentralized, having a clear online strategy is always a best practice and essential for creating a global view of a company’s online performance. <h4><strong>3. </strong><strong>Inadequate discovery process</strong></h4> <p><img alt="" src="http://assets.omniture.com/en/images/blogs/strat_people.jpg" width="250" height="167">One of the most important steps is to involve all of the key stakeholders in the discovery of the organization’s business requirements and clarification of the online strategy. Sometimes a single person or group may feel they can represent the needs of the entire company to save time, and not all of the stakeholders need to be bothered with the discovery process. Despite the best of intentions of these individuals, I’ve seen this approach fail on multiple occasions. <p>In one example, an internal, two-person task force at a travel company brokered and controlled the entire discovery process despite repeated requests from our consulting team to involve additional stakeholders within their organization. When the final web reports failed to meet the needs of several senior executives and teams, access to other stakeholder groups suddenly opened up but the company was still forced to re-implement significant parts of its SiteCatalyst solution. <p>Different parts of the business (e.g., marketing vs. support) may have dissimilar goals, priorities, agendas, requirements, and KPIs. Each group may also have varying degrees of analytics experience. Throw into the mix the fact that online business needs and priorities are not static, and the Internet seems to be constantly reinventing itself every 6-12 months. Hopefully, you see why it’s important to <strong>be inclusive in the discovery process</strong> in order to properly gather, refine, and align the implementation to the key business goals and requirements. Two familiar proverbs come to mind: <strong>“Measure twice, cut once” </strong>and <strong>“Haste makes waste”.</strong> <h4><strong>Leadership is the answer</strong></h4> <p>The strategy part becomes much easier when a sometimes missing ingredient is added — leadership. Michael Porter defined the role of leaders as “more than just stewardship of individual functions” and at “its core is strategy: <strong>defining and communicating the company’s unique position, making trade-offs, and forging fit among activities</strong>.” I would also add <strong>holding individuals and groups <a href="http://blogs.omniture.com/2010/04/07/online-accountability-are-you-data-driven-or-merely-data-informed/">accountable</a> for achieving the business goals</strong> outlined in the online strategy. <p>When leaders clearly articulate the online strategy to employees and teams, those individuals are <strong>empowered to be more strategic with their tactical responsibilities</strong>. I still recall the time when I was interviewing a large group of product marketing managers, and they asked me to let them know what the web strategy was when I got it from their senior management team. Sun Tzu wouldn’t have been impressed. <p>Despite a company’s complex organizational structure, the right level of leadership can <strong>align different individuals or groups around a unified online strategy and minimize the politics</strong>. When I was helping a media company to define its web measurement strategy, I was noticing very diverse interpretations of organization’s online strategy and KPIs from its different teams. However, as soon as a senior executive clarified the online strategy and priorities, everyone’s business requirements quickly fell into step with his direction or vision. <p>Leadership can play a key role in ensuring that the right people are participating in the discovery process. Typically, you want to <strong>go “high and wide” in terms of the groups and individuals that are involved in the discovery process</strong>. Leaders can make sure that all the right people are <strong>not only involved but also committed</strong> to the requirements gathering process, which can save time as scheduling and advance preparation can be challenging. For example, a C-level executive at a multinational retailer was able to involve EVPs from its offline advertising and purchasing/merchandising groups, who wouldn’t normally have participated in online strategy discussions. However, he was able to convince them that the value of web data extended beyond just the online channel in a multichannel retail world. <p>As the famous business professor John P. Kotter stated, “Leaders establish the vision for the future and set the strategy for getting there.” Effective leadership plays an integral role in<strong> not only establishing the strategy but also ensuring that business performance can be measured against the defined strategy.</strong> When the right measurement is in place, individuals and teams can be held accountable by leaders for reaching the desired goals. Good leadership can help your organization overcome the three challenges mentioned above and is critical to achieving <a href="http://blogs.omniture.com/2010/05/04/seven-keys-to-creating-a-data-driven-organization-recap/">data-driven success</a>. Unknownnoreply@blogger.comtag:blogger.com,1999:blog-8264611243821470734.post-35007054343266479452011-01-25T10:03:00.001-08:002011-01-25T10:03:34.021-08:003 Awesome, Downloadable, Custom Web Analytics Reports<p> <p><img title="Sustenance" border="0" alt="Sustenance" align="left" src="http://www.kaushik.net/avinash/wp-content/uploads/2010/12/Sustenance.jpg" width="161" height="105">In a world where we are overwhelmed with data and metrics and key performance indicators and reports and dashboards and. . . sometimes all it takes to make some sense of all this "mess" is someone stepping up to share a tiny slice of wisdom from their experience. <p>That's my plan for this blog post. To share with you three custom reports that I find to be super valuable when I am doing web data analysis. Not only will I tell you about them, I'll give you downloadable links so you can get going right away! <p>I must forewarn you that my hidden agenda is also to expose to you metrics you might not be using, views of data that you might be ignoring, best practices that are of value and <em>teach you how to fish</em>. Consider yourself fully forewarned! <p>I love custom reports. They allow us to step away from the oppression of standard reports (/data pukes) and bring an increased amount of relevancy, calm and focus to our day-to-day work and to our beloved data consumers. <p>If your daily practice of web analysis does not hugely rely on custom reports (and<a href="http://www.kaushik.net/avinash/2010/05/web-analytics-segments-three-category-recommendations.html">advanced segments</a>) then I am afraid you might be a lot more in the Reporting Squirrel mold and a lot less in the Analysis Ninja mold. Sorry. <p>With that motivational speech, :), below are three custom reports that are of incredible value. You can use them as is, or, better still, you can download and adapt them to your unique business needs. Either way I promise you'll deliver actionable insights faster! <p>[While I am using Google Analytics here, you can do custom reporting in pretty much any tool you have access to, be it Yahoo! Web Analytics or Site Catalyst or WebTrends.] <p><strong><a name="page">#1:</a> Page Efficiency Analysis Report.</strong> <p>I am often irritated by how fractured page level reporting is. Four or six or ten reports that all tell you how your website pages are doing, except that you don't know which report to use and what the heck to do. So you, and I, do nothing. Faith rules. <p>My goal was to create one single report for you that would serve as a valuable starting point for page analysis for any type of website, especially a content rich non-ecommerce website. Here it is. . . <p><img title="web-page-efficiency-analysis-report" border="0" alt="webpageefficiencyanalysisreport" src="http://www.kaushik.net/avinash/wp-content/uploads/2010/12/webpageefficiencyanalysisreport.png" width="500" height="497"> <p>Optimally, to judge a page you'll look at three different pieces which are often not on the same report or not in any standard report. We fix that above. <p>First, what we want to know is: How often does this page act as our home page (Entrances) and how well is it doing its job (Bounces)? <p>I like reporting by Page Title (hopefully you are good at SEO and have taken care of this). I can quickly see which pages have high/horrible bounce rates. In an instant I know which pages need emergency surgery. <p>[For the minority of you who believe high bounce rates are ok, I encourage you to see this post: <a href="http://zqi.me/akbounce">http://zqi.me/akbounce</a> I especially recommend reading comments #153, #157 & #164. Thanks.] <p>Second, we worry about content consumption: How many Unique Visitors came, how many page views were generated and what content was more consumed more / less? <p>A lot of focus is on measuring Visits, which in this case I don't find to be of any value. I want to know how many People (approximated by Unique Visitors, plus or minus a few) saw a piece of content. Pageviews gives me a great proxy for knowing how often they might have seen it (not surprisingly more than once for my looooooong blog posts!). <p>The final metric in this bucket – and this is lovely – focuses on which pieces of content are really consumed. I write really long posts; it is gratifying that people spend 14 minutes reading one, but I can also easily see posts/topics people just skip (not good!). <p>Super awesome right? <p>Third, (the part almost everyone ignores), "show me the money!!!!": What value was created by the content for our business? And by business I also mean non-profit, university, newspaper, government websites and chicken farmers! <p>I don't care about page views if I am not making money / adding value to my non-profit or university. The data in the last two columns shows-pay attention please-differences in value created (for you!) when that piece of content was consumed. <p>Per visit goal value column shows ultimately how much a page might have influenced impact on your business during a visit where someone viewed that page. So People who see Page 2 end up creating 0.82 value for you, and People who see Page 3 end up creating $1.15 worth of value. Hence content on Page #3 was more valuable to your users <strong>and</strong> your business during this time period. <p>I like having Total Goal Completions because sometimes raw $ value hides insights. For example see pages #3 and #4. See what I mean? <p>Initial job greatness, consumption / "<a href="http://www.kaushik.net/avinash/2007/10/engagement-is-not-a-metric-its-an-excuse.html">engagement</a>", and value delivered to your business. Do you know this about your content? <p>Here's how you can get this report: <ol> <li>Log into Google Analytics. <li>Come back here. <li>Now click on this link <a href="http://www.google.com/analytics/reporting/edit_custom_report?share=3ap5oywBAAA.5cmZVfTgv7FSDQaf3SApcM0HAXd3XoON-t2EN0af4fCo-Lb-vPNOad0I85AxQSNSuY20GmnX92p8lAHkkbAPHQ.Ez5JFYuZ2nCeIUi0eKGPbQ">Page Efficiency Analysis Report</a>. It will open in Google Analytics. <li>Click on the Create Report button and it will save it in your account.</li></ol> <p>If you want to share this report with others (say via Twitter / email) you can use this url: <a href="http://zqi.me/akpage">http://zqi.me/akpage</a> <p>Bonus Items: <p>You'll note that I have pre-built two drill downs into this report. If you click on the Page Title you'll see Visitor Type (New vs. Returning). I like to see for my great / awful pages if the behavior and data differs for those two segments. Then I like to drill down by City, again to see deltas. But you can change this to anything you want. <p>Remember you can apply segmentation (oh yesss!) to this report. Scroll all the way to the top of the report. Click the drop down next to Advanced Segments. Click on Mobile Traffic (or whatever) and. . . Boom! Mobile page efficiency analysis! Sweetness. <p>If you have an Ecommerce website you can replace Per Visit Goal Value with Per Visit Value and Total Goal Completions with Transactions. <p>If seven metrics seem to be too much to analyze click on the Comparison icon on top of the table (in Google Analytics) and you'll magically get this: <p><img title="unique-visitors-vs-avg-time-on-page" border="0" alt="uniquevisitorsvsavgtimeonpage" src="http://www.kaushik.net/avinash/wp-content/uploads/2010/12/uniquevisitorsvsavgtimeonpage.png" width="505" height="377"> <p>An easy peasy fast way to compare two metrics of most value to you and quickly identify the winners and losers. In this case I am answering a common question: Which content is consumed the most by <strong>People</strong> on my site and of that content which is most "engaging," i.e. cause them to read all of it? <p>Play with this feature; it is to die for. Change the pairings. Faster insights, guaranteed. <p><strong>#2: Visitor Acquisition Efficiency Analysis Report.</strong> <p>We tend to be far too obsessed about Search Engines and Twitter and the Next Shiny Object. <p>Or we are organized by silos. Daniel's responsible for email and Gemma's responsible for Bing and Harun's responsible for display. They never talk (there is no incentive to). There are a ton of reports of course. But everyone's optimizing for their local maxima rather than for the global maxima. <p>Hate that. <p>My goal was to create one report where I can review the efficiency and performance across all streams of traffic to the site. Paid media (PPC, Display etc), Earned media(Social Media), and Free media (SEO, Referring Sites etc). I don't want the Next Shiny Object nor the Current HiPPO Obsession to drive our acquisition strategy. <p>Here's the report that is a fabulous starting point. . . <p><img title="visitor-acquisition-traffic-sources-engagement-report" border="0" alt="visitoracquisitiontrafficsourcesengagementreport" src="http://www.kaushik.net/avinash/wp-content/uploads/2010/12/visitoracquisitiontrafficsourcesengagementreport.png" width="500" height="490"> <p>Let's break down a report you are soon not going to want to live without. :) <p>First, it shows all traffic sources. This is key. Organic and paid search, <a href="http://www.kaushik.net/avinash/2010/09/excellent-web-analytics-tip-analyze-direct-traffic.html">direct traffic</a>, Twitter and Facebook, Facebook display ads, email marketing, top referring sites etc etc. No more silos! One place to judge how all streams perform. No egos. <p>Second, we focus on input metrics: How many sessions (Visits) by how many Unique Visitors and how many existing vs. new? <p>Senior folks seem to love Visits; I find them harmless. I really care about People. So one column for each of us. Are your marketing dollars chasing visits from people who have already visited your site, rather than prospects? New Visits to the rescue. For example notice the delta between Facebook ads vs. Facebook referrals. Ouch. Cute to know this key performance metric, right? <p>Third, this one's really <strong>important</strong>: How many people engage in behavior we value? <p>Typically you would look at metrics like Average Time on Site or Page Views per Visit. In this context why not use something significantly more insightful? I have created a Goal for the site where anyone who spends more than x amount of time or sees more than y number of pages is really giving me a precious gift: their attention. Regardless of whether they buy or submit a lead or do anything else of value, for me it's success. <p>Looking at this Goal, rather than Avg Time on Page, is significantly more insightful in judging the initial blush of success. You see even if these people don't buy on the website they might buy offline. Or even if they don't donate or download, they'll at least be much better aware of my brand. Or even if my acquisition campaign (Paid, Earned or Free) did not result in conversion in this visit, maybe they'll come back later. <p>Use this type of clever behavioral goal measurement rather than Avg Time / Pages. <p>[<strong>Important</strong>: When you download this report, below, this column might have a zero or show something incorrect - if you have Goal 6 defined. To use the smart strategy I am recommending you'll have to 1. work with your business leaders to identify what "engaged" behavior is in your case is, 2. create a goal for it and then 3. add that to the report you'll download here, then 4. celebrate.] <p>Fourth, outcomes baby! How much business value was added. <p>I don't have to teach you the value of using Conversion Rates and Goal Values. The whole point of this report is to prioritize our focus. <p>A vein should have popped in your head when you saw the conversion rates between google/cpc and google/organic. Good lord! <p>You can quantify that your Twitter earned media efforts yield 21 cents of extra value <em>for every visit</em> when compared to Facebook earned media efforts, and a shocking 62 cents<strong>more</strong> than your efforts with Facebook display ads! OMG. <p>Will that help you prioritize your efforts better? As Sarah would say: You betcha! <p>Fifth, this is very important: What did it cost you to get this traffic to your site? <p>This column in the report will often be zero. If your AdWords account is linked to Google Analytics perhaps you'll see Cost here. But most of the time it will be zero. <p>I still want you to have it. <p>Just to remind yourself, and your decision makers, that not all these rows have the same cost to bring that traffic to your site, to get it to engage and finally deliver the value you see in the Outcomes column. <p>Often we de-prioritize Earned Media and Free Media in favor of Paid Media (it seems sexy). That column is to encourage you to get cost numbers, even rough ones, and then, you'll do this in Excel, add something like Cost Per Conversion or Cost Per Visitor to the report (in Excel). Then and only then will your company be making the smartest possible decisions. <p>Remember no acquisition is free. Even "Free Media", it just costs less. It is your job to identify that and make your company smarter. <p>Are you providing this view of Acquisition Efficiency to your HiPPO's? <p>Here's how you can get this report: <ol> <li>Log into Google Analytics. <li>Come back here. <li>Now click on this link <a href="http://www.google.com/analytics/reporting/edit_custom_report?share=KV77pSwBAAA.5cmZVfTgv7FSDQaf3SApcC34oiYRZ8tXJKYr5fdq6no-khP2FZulSTChHyn-fC4qUA15hyl-sjQj1Q92V5XC0A.VgJCxNrH1SswQAyXLK-AdQ">Acquisition Efficiency Analysis Report</a>. It will open in GA. <li>Click on the Create Report button and it will save it in your account.</li></ol> <p>If you want to share this report with others (say via Twitter / email) you can use this url: <a href="http://zqi.me/akvisitor">http://zqi.me/akvisitor</a> <p>Bonus Items: <p>You'll note that I have pre-built two drill downs into this report. <p><img title="custom-report-campaign-drilldown" border="0" alt="customreportcampaigndrilldown" src="http://www.kaushik.net/avinash/wp-content/uploads/2010/12/customreportcampaigndrilldown.png" width="510" height="356"> <p>If you click on the Source/Medium you'll drill down to Medium. For your email / search / display / social media / video / whatever else campaigns you'll now see the next level of detail (banner ad or rich media ad or. . .). <p>If you click on Medium you'll drill down to Campaign Name (certain size, duration, destination, promo code, whatever you have coded). <p>So you can hold all your $$$ accountable. <p>If you have an Ecommerce website replace the Goal Conversion Rate metric with Conversion Rate and Per Visit Goal Value with my favorite Average Value. <p>As with the above report you can apply segmentation to this report (please do!) and you can also use the Comparison view and, another love of mine, <a href="http://www.kaushik.net/avinash/2009/12/analysis-ninjas-move-top-ten-find-love-insights.html#filter">Advanced Table Filtering</a>. <p>Faster insights, and massive increase in hugs and kisses, guaranteed! <p><strong>#3: Paid Search Performance Analysis Micro-Ecosystem!</strong> <p>Allow me to kvetch for a second. I pull my hair out, and a small part of my soul dies, every time I log into someone's Omniture or Google Analytics or Unica NetInsight account. For the thing that greets me is a massive data puke. Tons and tons of reports created for God knows what reason. <p>They are the bubonic plague of our existence. <p>It is as if our lives were not miserable enough with the 80 or 100 standard reports we have no idea what to do with. Now those not savvy in the first place about Visits and Visitors have to wade through even more irrelevant nonsense. <p>I have championed the elimination of standard reports (who the heck is "standard" anyway? you?) and instead advanced the creation of focused custom "micro-ecosystems" that 1. reduce the number of reports 2. provide a one-stop destination for most answers on one topic, and finally, most importantly, 3. are hyper relevant. <p>Here are the three steps to creating a self contained micro-ecosystem of relevant data: <ul> <p>STEP 1: Identify & understand who will consume the data. <p>STEP 2: You are not going to believe this. . ., talk to them (!) to understand their needs and success criteria. <p>STEP 3: Insert two ounces of your raw brain power. What do they need, beyond what they want?</p></ul> <p>That's it. I know it sounds simple. Trust me everything below is easy (actually I am going to give you the report for free!), the steps above are really hard. <p>The micro-ecosystem I have created for you is to analyze the performance of a Paid Search Marketing program. The above examples have been non-ecommerce; this one is focused on ecommerce. <p>There are three key parties I need to satisfy (as might be the case in your company). The SEM team, who actually spend all the paid search marketing budget day-to-day. The second party is the person who owns the website (Director). Finally the VP of Digital who is responsible for all the spend, across multiple efforts. <p>Following my three step process above I have noted what each party wants, and, this is important, I have, from my experience, identified what they need. <p>Here is the micro-ecosystem. . . piece number one. . .<img title="search-marketing-data-analysi-PPC-team.png" border="0" alt="searchmarketingdataanalysiPPCteam.png" src="http://www.kaushik.net/avinash/wp-content/uploads/2010/12/searchmarketingdataanalysiPPCteam.png.png" width="500" height="484"> <p>Everyone in the company goes to just one report to analyze the performance of the paid search campaigns. When they log in they choose their relevant tab. It's that simple. <p>The first tab is focused on the SEM team. Four metrics on this page are what they directly asked for, things they watch every day, things their bonus depends on. I have added two more from my experience to prompt good behavior (Bounce Rate) and tie them to the bottom-line (Average Value). <p>First, we look at the "input." How many ad impressions were served? How did our ad perform in terms of Click-thru Rate? The team obsesses about this. Match types. Ad Copy. Quality Score. Ad Position. Campaign Structure. Search query. So many things in play, this is where you find out where to start looking for problems. <p>Second, we look at activity. It is exceedingly rare that the SEM team (or, even worse, the Search Agency) is responsible for Bounce Rate. I think this is criminal. They can't just be responsible for spending money and dumping traffic on the site. However painful, they have to work with the site owner to ensure landing page relevancy, ad message consistency from Bing/Google to website and quality of their ad targeting. This humble metric is to force them to do that. <p>Third, I am sure you see a theme in all my work, outcomes! The team cares about Cost Per Click and total Cost. Give 'em that. But you'll be shocked that most of the time they don't care about conversions. So I add Average Value (essentially Average Order Size) so they can see which keywords to focus on more or less (see the range above from 82 to 211!) and not just clickthru rate, etc. <p>The SEM team / Agency will do lots of other reporting and segmentation and deep dive analysis. But they now have a simple and effective starting point. <p>Next up. . . the person who owns the process after the traffic shows up. This might be different in each company, but typically the website is owned by one person. Here is their tab. . . on the exact same report! <p><img title="search-marketing-data-analysis-director" border="0" alt="searchmarketingdataanalysisdirector" src="http://www.kaushik.net/avinash/wp-content/uploads/2010/12/searchmarketingdataanalysisdirector.png" width="501" height="484"> <p>We shift our focus quite a bit as we move to the Director / Site Owner. They don't care about all the upfront stuff. They care about what's happening under their responsibility. <p>First, we focus on how many Visits occurred and what kind of Visitors they were? Specifically are we attracting just the same old visitors we have always seen or is our money being spent optimally to attract new people to our site? Percentage of New Visits is here as a conversation starter between the Director & the SEM Team / Agency. <p>Second, what's happening on the website? Are the entry home pages great? Bounce rate is a joint responsibility. Then it is important to realize that sadly not everyone will convert (boo!). I have chosen Pages per Visit as a proxy for an activity of value completed by the Visitor to the site. We know what the Average Pageview per Visit is; this column tells us if by keyword the difference, and if people don't bounce do they connect with our content? If not then why not? As a Director that is my job to figure out. <p>Third, surely my neck is on the line for ensuring that money (lots of it) is being produced. Hence the Revenue column. It takes less than ten seconds of eyeballing to figure out where there is a mismatch between crowds of visits and a mass of revenue (or not), and between non-bounce content consumption and revenue production. <p>Sweetness. One report. We are all on the same page! <p>The SEM team is probably logging into the system all day long; the Director perhaps a few times a week; the VP of Digital probably just a few times a month. But when She/He does they'll go to the exact same report and click on Her/His tab. <p>Here's what they'll see. . . <p><img title="search-marketing-data-analysi-vp-digital" border="0" alt="searchmarketingdataanalysivpdigital" src="http://www.kaushik.net/avinash/wp-content/uploads/2010/12/searchmarketingdataanalysivpdigital.png" width="499" height="471"> <p>[Note: Here are things good Analysis Ninja's worry about. You'll notice Impressions in all three personalized tabs. The Director and VP don't really care about this metric. It is there as an "anchor." Whichever tab you go to the data will always be sorted the same! Tiny detail, but it matters so much.] <p>The VP is greeted with a lot fewer metrics (remember: always fewer relevant metrics!). <p>First, they might pay a cursory glance at the summary view provided in the scorecard(which will be on top of the above report but I have cropped for clarity). They do care about traffic. Just seeing the sorting of the Visits, in context of the Impressions, will give them pause. Note the questions that might pop up, even to a VP, as you compare the queries "accuracy vs. precision" and "kaushik". Or "customer service questions." What is up with that? <p>Second, VPs care about cost and they care about productivity. These are two columns they use to praise you and get you and themselves a bonus. What is the Cost per Click and, for that expense, what is the Revenue per Click? I don't have to tell you what to do with these two columns. Love them a lot. <p>Third, VPs care about their bonus. Sorry, I mean they care about company revenue. :) Knowing RPC is important, having Revenue right there is fantastic context about overall achievement. You could have stuffed number of transactions or orders or conversion rate or all that other junk. You don't need to. Remember: fewer relevant metrics! <p>Your effort into the three STEP process above pays off rich dividends by killing data pukes, focusing on what's important, and creating one destination for everyone to go to and for everyone to point to. <p>It is so amazing when this works. <p>Here's how you can get this report: <ol> <li>Log into Google Analytics. <li>Come back here. <li>Now click on this link <a href="http://www.google.com/analytics/reporting/edit_custom_report?share=3GkrqywBAAA.5cmZVfTgv7FSDQaf3SApcIpQPvbeWL76vVLpsmxCetiMJxIUxqK3pIpyAkptxatJMZzW01dQy5KtTubj9e_-oA.i_hLnt947aq-_PHef2HtMw">Paid Search Analysis Micro-Ecosystem</a>. It will open in GA. <li>Click on the Create Report button and it will save it in your account.</li></ol> <p>If you want to share this report with others (say via Twitter / email) you can use this url: <a href="http://zqi.me/aksearcheco">http://zqi.me/aksearcheco</a> <p>Bonus Items: <p>If you click on the Keyword you'll drill down to Campaign. This is important because your campaign structure has so much influence on your ultimate performance. If you click on Campaign you'll drill down to Ad Group level (which needs constant love and caring). <p>You can easily create a micro ecosystem for your Email campaigns. For your Social Media efforts. For your. . . any place your company is spending money. <p>This report is for Ecommerce. It will work just fine if you're a non-profit or a government entity using AdWords or adCenter. Just swap the outcome metrics with ones mentioned in the first two reports. <p>You can do segmentation, advanced table filtering and all other good stuff here. Do it. <p>Extra Special Bonus Items: <p>Except for the last report, you can create all the above reports in five minutes in any web analytics tool you are using. You will not need to touch the JavaScript tag or go on a date with the IT team or update the contract with your Paid Vendor. If you are using Omniture or CoreMetrics etc you can still create the third report in Excel. Please do. <p>If you are using Google Analytics check out the delightful <a href="http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=98527">quick start guide to Custom Reporting</a>. It covers designing, building and viewing a custom report. Tip: Check out the super useful graphic under Building Your Custom Report. <p>You will fail at all the above reports if you have not identified your Goals and Goal Values. If you are starting from scratch use the <a href="http://www.kaushik.net/avinash/2010/11/web-analytics-maturity-structure-models-process.html#wamm">Web Analytics Measurement Model</a> to identify your Goals. If you need more tactical examples from different types of websites please refer to my blog post on <a href="http://www.kaushik.net/avinash/2008/03/excellent-analytics-tip-13-measure-macro-and-micro-conversions.html">Macro & Micro Conversions</a>. <p>Gentle reminder: No Goals, No Glory. <p>I had a lot of fun creating these special reports for you. I hope you'll have just as much fun adapting them to your own companies and their unique needs. But most of all I hope you'll release your data customers from the tyranny of data pukes and irrelevant standard web analytics reports! <p>Ok it's your turn now. <p>Do you have a favorite custom report? Care to share a downloadable version with the super smart audience of Occam's Razor? Do you have some version of one of my reports above that is even better? Care to share that one? <p><strong>Incentive</strong>: <s>The person who shares the best report will get a personalized signed copy of<a href="http://www.kaushik.net/avinash/2007/09/rethink-web-analytics-introducing-web-analytics-20.html">Web Analytics 2.0</a>! Please share the report via comments, I know we all would love to benefit from your wisdom and experience.</s> <p>There were some wonderful reports submitted, please see the comments, but the one I loved the most was by Peter van Klinken [comment #41]. It was a very clever report and the use of pivot tables in GA was particularly cool. I'll be sending Peter a signed copy of W A 2.0. <p>Thanks to all of you for the wonderful submissions. <p><a href="http://www.kaushik.net/avinash/2010/12/best-downloadable-custom-web-analytics-reports.html">3 Awesome, Downloadable, Custom Web Analytics Reports</a></p> Unknownnoreply@blogger.comtag:blogger.com,1999:blog-8264611243821470734.post-583921268423473922011-01-21T05:18:00.000-08:002011-01-21T05:18:36.436-08:00Why Different Web Analytics Report Different Numbers?<div><span class="Apple-style-span" style="font-family: Verdana, Arial, Tahoma; font-size: 13px; color: rgb(51, 51, 51); line-height: 20px; "><h1 style="color: rgb(44, 100, 180); font-size: 16px; font-family: Verdana, Arial, Tahoma; font-weight: bold; margin-top: 0px; margin-right: 0px; margin-bottom: 5px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">Why Different Web Analytics Report Different Numbers?</h1><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><img src="http://www.dailyblogtips.com/wp-content/uploads/questionsandanswers.jpg" alt="questions and answers" title="questions and answers" width="250" height="249" align="right" /><em>This post is part of the Friday Q&A section. If you want to ask a question just send it via the contact form.</em></p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ">Mayur asks:</p><blockquote style="margin-top: 5px; margin-right: 0px; margin-bottom: 10px; margin-left: 0px; padding-top: 0px; padding-right: 50px; padding-bottom: 0px; padding-left: 50px; background-image: url(http://www.dailyblogtips.com/wp-content/themes/dailyblogtips2/images/blockquote.gif); background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(102, 102, 102); background-position: 0px 0px; background-repeat: no-repeat no-repeat; "><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ">Is the number of pages viewed on my site equal to the number of banner ad impressions I should have? Because my Aw Stats shows a higher number than the ad networks I work with. Google Analytics shows even lower numbers. What is the deal?</p></blockquote><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ">Welcome to the world of web analytics!</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ">As you already noticed, each web analytics software, ad network and traffic estimation service (e.g., Compete, Alexa, Quantcast) will report a different number.</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ">Why is that the case? Because what represents a unique visitor and a page view to your website is subjective (i.e., each service and software has its own criteria for deciding when a visit and a page load happens). For example, some services and software count search bots as visitors, while others don’t.</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ">Second, different services and analytics programs use different tracking methods (e.g., JavaScript, pixel tracking) so not all visitor will be tracked equally. For example, a visitor with JavaScript disabled will not be counted by a service using JavaScript tracking, while it will be a service using pixel tracking.</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ">Given all these differences and nuances, here are some rules of thumb most webmasters and online marketers use:</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><strong>1. Raw logs are useless</strong></p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ">Most servers store raw logs, which are lists of all the accesses and page requests on your website. It’s possible to interpret those raw logs with special programs, creating graphic reports which will contain the number of visitors, page views and so on.</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ">Those numbers are grossly overestimated, though, because all kinds of search bots and automated queries are counted together.</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><strong>2. Webalizer and AW Stats overestimate</strong></p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ">Webalizer and AW Stats are very popular web analytics programs, and that is because they are usually installed by default on cPanel (the control panel software on most hosting companies). Both of them tend to overestimate the number of visitors and page views your website receives, however, and such data should always be used with a grain of salt.</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><strong>3. Ad networks underestimate a bit, but there is nothing you can do about it</strong></p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ">The number of impressions you’ll see on most ad networks control panel usually is an underestimation of your total traffic, and that is because they won’t track people who can’t see ads or who block them on purpose.</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ">There is nothing you can do about it though, and if you want to make money using ad networks you need to play under their rules. The alternative is to have your own banners embed with HTML code, in which case they would be seen by 100% of your visitors.</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><strong>4. Google Analytics underestimates a bit, but it’s the industry standard</strong></p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ">The numbers reported by Google Analytics also underestimate your traffic slightly, and that is because the software has very strict rules regarding what should be considered a visitors and a page view.</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ">GA’s tracking is very reliable, though, and that is why it’s used as the industry standard. If you want to sell a website, for example, most serious buyers will ask for Google Analytics data before they make an offer.</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 15px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><strong>Summing up</strong>: Go with Google Analytics if you want to get a sense of your “real” traffic.</p></span></div><div><br /></div><a href="http://www.dailyblogtips.com/why-different-web-analytics-report-different-numbers/">Why Different Web Analytics Report Different Numbers?</a>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-8264611243821470734.post-56718767443877150522011-01-15T19:35:00.001-08:002011-01-15T19:35:22.523-08:00Just How Will Web Analytics Assist Publishers<span style="FONT: medium 'Times New Roman'; " class="Apple-style-span"><span style="LINE-HEIGHT: 14px; FONT-FAMILY: Verdana, Arial, sans-serif; FONT-SIZE: 11px" class="Apple-style-span">
<div style="BACKGROUND-IMAGE: url(http://tvandinternetproviders.com/wp-content/themes/techblue-adsense-ready-theme/images/post.png); BORDER-BOTTOM: rgb(235,235,235) 1px solid; BORDER-LEFT: rgb(235,235,235) 1px solid; PADDING-BOTTOM: 20px; OVERFLOW-X: hidden; OVERFLOW-Y: hidden; MARGIN: 0px; PADDING-LEFT: 20px; PADDING-RIGHT: 20px; BACKGROUND-POSITION: 50% 0%; BORDER-TOP: rgb(235,235,235) 1px solid; BORDER-RIGHT: rgb(235,235,235) 1px solid; PADDING-TOP: 20px; background-origin: initial; background-clip: initial" class="post-entry">
<div style="PADDING-BOTTOM: 0px; LINE-HEIGHT: normal; MARGIN: 0px; PADDING-LEFT: 0px; PADDING-RIGHT: 0px; FONT-SIZE: 10px; PADDING-TOP: 0px" class="posted">January 15th, 2011 by sbsystems</div><br /><br />
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<p style="PADDING-BOTTOM: 0px; MARGIN: 0px 0px 0.5em; PADDING-LEFT: 0px; PADDING-RIGHT: 0px; PADDING-TOP: 0px"><a style="COLOR: rgb(107,137,161); TEXT-DECORATION: none" href="http://www.realtimeplease.com/web-analytics.aspx" target="_blank">Web analytics</a><span class="Apple-converted-space"> </span>can provide data on the quantity of website traffic, website page views, and many others. Web analytics was originally a wonderful IT function, a power tool that is used to evaluate webpage action and also record important internet site visitors stats to the organization. Mainly afterward, the world wide internet evolved into an important online marketing channel, and obligation for web pages organization and analysis in many organizations gone to live in the marketing and advertising section. Web analytics deliver quantitative clues about visitor behavior. They may be used to benchmark webpage general performance and are accountable to management</p>
<p style="PADDING-BOTTOM: 0px; MARGIN: 0px 0px 0.5em; PADDING-LEFT: 0px; PADDING-RIGHT: 0px; PADDING-TOP: 0px">All successful on-line marketer understands that there exists a research behind finding large sales and profits. Component of an absolute web page marketing approach does consist of making use of a satisfying website that attracts visitors together with also superb service descriptions together with corresponding pictures. Nevertheless, an additional significant part of the process is having the opportunity to understand and also utilize web analytics to create more business</p>
<p style="PADDING-BOTTOM: 0px; MARGIN: 0px 0px 0.5em; PADDING-LEFT: 0px; PADDING-RIGHT: 0px; PADDING-TOP: 0px">Clients usually are segmented in to valuable client categories and even independently targeted while using the optimal combination of content not to mention effects. This permits the site to offer a lot more individualized service and even build a lot more earnings. Users simply are a lot more likely to take a lot more time checking on their desktops or laptops rather than their fully loaded touch screen phone. This has more related the ergonomics. Clients may easily manage a funnel or page overlay record on the path statement.</p>
<p style="PADDING-BOTTOM: 0px; MARGIN: 0px 0px 0.5em; PADDING-LEFT: 0px; PADDING-RIGHT: 0px; PADDING-TOP: 0px">Trace downloading, viewed graphics and finish bandwith usage. Hosted web analytics options is able to keep track of accessed pages where you included their own tracking tag words. Trace site visitors as individuals with distinctive visit tendencies plus selections. Identify brand new, returning and even distinctive website visitors.</p>
<p style="PADDING-BOTTOM: 0px; MARGIN: 0px 0px 0.5em; PADDING-LEFT: 0px; PADDING-RIGHT: 0px; PADDING-TOP: 0px">Internet marketer which employ web analytics may well have these info. Who’s visiting, precisely how website visitors found your blog, quantity of stay plus what search phrases work. Web analytics methods collect session information and facts for each visitor to your site. This records might be analysed just about at all you will need. To assist you to find out which search engine optimization as well as queries artists are using to locate you. Nevertheless , you could also study the actions of these users who took to sign up for your service or purchase some thing. Visitors could be segmented not to mention followed over the internet page to distinguish patterns of behaviours. All these behaviour of actions can then aid recognise which web pages or content yield a large number of revenues or arrive functionality issues which cause visitors to quit your website.</p>
<p style="PADDING-BOTTOM: 0px; MARGIN: 0px 0px 0.5em; PADDING-LEFT: 0px; PADDING-RIGHT: 0px; PADDING-TOP: 0px">Utilizing analytics has the ability to provide a uncomplicated edge in the competition, it is oftentimes overlooked not to mention deemed as a pleasant graph to consider. Those who concern themselves with all the true idea of all of these stats in addition to apply those to their primary point here will swiftly recognize their sites additional effective. Don’t underestimate the potency of your<span class="Apple-converted-space"> </span><a style="COLOR: rgb(107,137,161); TEXT-DECORATION: none" href="http://www.realtimeplease.com/web-analytics.aspx" target="_blank">web analytics</a>. Use them to guide your on-line presence. You with thankful with your better final results. </p></div></div></span></span>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-8264611243821470734.post-4961553071285527622011-01-15T19:05:00.001-08:002011-01-15T19:05:41.820-08:00Web Analytics News - 11 Best Web Analytics Tools<h2 class="postTitle" style="color: #666666; font-family: 'trebuchet ms', verdana, arial, sans-serif; font-size: small;">11 Best Web Analytics Tools</h2><div class="postBody" style="color: #777777; font-family: 'trebuchet ms', verdana, arial, sans-serif; font-size: small;">11 Best Web Analytics ToolsEvery company, regardless of size, requires multiple tools to understand the performance of its website, happiness of its customers and gain key context from competitors. Here are 11 tools to help you gather that important data.When considering the different web analytics tools that your business requires, the plethora of available options can be overwhelming for businesses that may not understand how to use them. And that’s where hiring someone to really dig into all of the reports can be vital.The rule that is often referenced in this regard is the 90/10 rule, so if you have $100 to spend on analytics, spend $10 on reports and data, and $90 on paying someone to filter through all of that information. Because without a proper understanding of the information these services will provide you with, it remains just raw data.“Investing in people and the tools that those people need to be successful is key,” notes Bryan Eisenberg, author and marketing consultant. “But it’s the people who can understand that data that really matter.”You obviously won’t use all of these tools all of the time, but it’s beneficial to know about some of the top options and how they fit into your overall web strategy. And using multiple tools only gives you further levels of insight into your customers and your success rate.According to Avinash Kaushik, author of Web Analytics 2.0 and Web Analytics: An Hour A Day, “the quest for a single tool/source to answer all your questions will ensure that your business will end up in a ditch, and additionally ensure that your career (from the Analyst to the web CMO) will be short-lived.” So in short, it’s of extreme importance to focus on multiplicity.For larger businesses, the more robust analytics tools can be great to really dig in, but for small and mid-sized companies, there are many free or relatively cheap offerings to help you understand this information. We interviewed Eisenberg, Christopher Penn of Blue Sky Factory, Caleb Whitmoreof Analytics Pros, June Dershewitz of Semphonic, Eric Peterson of Web Analytics Demystified, Linda Bustos of Elastic Path Software, Jamie Steven, Rand Fishkin andJoanna Lord of SEOMoz.org, Trevor Peters of Critical Mass and Justin Levy of New Marketing Labs. These experts know the tools inside and out and this guide contains their recommendations on the best services for you to use.<br />
11 Best Web Analytics Tools: What is Web Analytics?But before digging in to the tools themselves, let’s start with exactly what web analytics is? As Kaushik states in his book with the same title, Web Analytics 2.0 is defined as: 1. The analysis of qualitative and quantitative data from your website and the competition2. To drive a continual improvement of the online experience of your customers and prospects3. Which translates into your desired outcomes (online and offline)Web analytics 2.0 is a three-tiered data delivery and analysis service for small and big businesses. The first is the data itself, as it measures the traffic, page views, clicks and more for both your website and for your direct competition. The second is what you do with that data, or how you are able to take the information gathered via these services and apply it to your customers, whether new or existing, to make their experience meaningful and better. And the final tier is how it all circles back together to meet your overarching business objectives, not just online but offline as well. Data by itself is a great way to see how you are performing, but without applying what you’ve learned, it has little use.Dig Deeper: Three Ways to Get a Web State of Mind 11 Best Web Analytics Tools: Clickstream Analysis Tools Google Analytics (google.com/analytics) - FreeA completely free service that generates detailed statistics about visitors to your website, Google Analytics is the simplest and most robust web analytics offering. Currently used by over 50% of the top 10,000 websites in the world, according to the site’s usage statistics, you can find out where your visitors are coming from, what they’re doing while on your site and how often they come back, among many other things. As you get more involved in the site’s analytics, you can receive more detailed reports, but it’s that ease of use that makes it one of the most popular services.Page 211 Best Web Analytics Tools“There’s really only one tool for small businesses need and that’s Google Analytics,” notes Penn. “It's so incredibly robust in terms of what it offers and if someone tells you that Google Analytics isn't enough for a small business, then frankly they have no idea how to use it properly.”Google Analytics was the unanimous favorite of all the web analytics experts we talked to.<br />
-Recommended by all experts<br />
Yahoo Web Analytics (web.analytics.yahoo.com) - FreeOnce you’ve mastered Google Analytics, Yahoo’s similar offering gives you a little more depth in your surveying. It offers better access control options and a simpler approach to multi-site analytics, raw and real time data collection (unlike Google, you can import cost of goods data), visitor behavior and demographics reports and customized options as well. Yahoo Analytics is a bit of a step up from Google in terms of profiling, filtering and customization, so for those looking to dig a little deeper, it’s a great option.<br />
-Recommended by Whitmore, Bustos, Eisenberg<br />
Crazy Egg (crazyegg.com) – $9-$99/monthIn short, Crazy Egg allows you to build heat maps and track your visitors every click based on where they are specifically clicking within your website which is a long way of saying that you’re exploring your website’s usability. It allows you to really see what parts of your site users are finding most interesting and clicking on the most. It can help you to improve your website design and in essence conversion. Setup is quite simple as well, and their 30-day money back guarantee on all accounts is a nice touch.<br />
-Recommended by Whitmore and Dershewitz Dig Deeper: How to Use Google to Improve Your SEO 11 Best Web Analytics Tools: Competitive Intelligence Tools Compete (compete.com) – Prices varyPerhaps best known for publishing the approximate number of global visitors to the web’s top one million websites, Compete is a great complimentary tool to clickstream analytics offerings. Compete gives you creative intelligence on what your competitors are doing or how your users ended up on your website in the first place (what their clicks were both before and after). There is a free offering that includes traffic volume data. But where Compete is different is in their search analytics, a paid service that lets you track what keywords are sending users both to your website and to your competitors.“The deeper digital insights you have, the better understanding you have of your customer,” says Aaron Smolick, senior director of marketing at Compete. “By using Compete products, you will have all of the information that you need to make educated decisions to optimize your online campaign, increase market share and dominate the competition.<br />
-Recommended by Dershewitz, Eisenberg and LevyDig Deeper: How to Keep Tabs on the Competition 11 Best Web Analytics Tools: Experimentation and Testing Tools Google Website Optimizer (google.com/websiteoptimizer) – FreeAnother free tool from the folks at Google, their Website Optimizer is a complex testing service that allows you to rotate different segments of content on your website to see which sections and placement convert into the most clicks, and at the end of the day, the most sales. You can choose what parts of your page you want to test, from the headline to images to text, and run experiments to see what users respond best to. And of course, with GWO being free (you don’t even need Google Analytics to use it), it could be the only A/B (a technical term for multiple versions of the site running at once) and Multivariate (MVT) or complex testing solution.“While not web analytics proper, Google's Web Site Optimizer is the perfect companion to measurement and allows small business owners to test simple (A/B) and complex (multivariate) variations of their site, content, and landing pages using powerful statistical methodologies,” says Peterson. “While set-up is somewhat involved, the user interface is delightfully easy to learn and, of course, the service is available at the best of all prices --- free.Google Website Optimizer was another unanimous favorite from our panel of web analytics experts.<br />
-Recommended by all<br />
Optimizely (optimizely.com) - $19-$399/monthA relatively new service (launched in June 2010), Optimizely is simple to use but its results can be quite powerful. In essence, it’s an easy way to measure and improve your website through A/B testing. As a business, you can create experiments with the site’s very easy-to-use visual interface. The beautiful thing about this service is that you need absolutely zero coding or programming background, as the tools are easy for anyone to use.<br />
-Recommended by Whitmore and Eisenberg<br />
Dig Deeper: How to Use Google Apps to Improve Your Business<br />
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<a href="http://www.inc.com/guides/12/2010/11-best-web-analytics-tools.html" style="color: #3366cc; font-weight: bold;">11 Best Web Analytics Tools</a></div>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-8264611243821470734.post-92105396934829797172011-01-15T18:51:00.000-08:002011-01-15T18:51:05.183-08:00Web Analytics Training | CMO.com<div><span class="Apple-style-span" style="font-family: arial, sans-serif; font-size: 12px; line-height: 16px; "><h3 class="the-title" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">Web Analytics Strength Training</h3><div class="item-list" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "><label style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; text-transform: uppercase; color: rgb(76, 76, 76); font-size: 11px; ">DATE:</label> November 22, 2010</div><span class="break" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "></span><div class="article-body" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "><div class="author-box" style="margin-top: 0px; margin-right: 20px; margin-bottom: 20px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; display: block; float: left; "><table border="0" cellpadding="0" cellspacing="0" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "><tbody style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "><tr style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "><td class="image" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 10px; padding-bottom: 0px; padding-left: 0px; vertical-align: bottom; "><img src="http://www.cmo.com/sites/default/files/brentdykes_big_2.jpg" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; " /></td><td style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; vertical-align: bottom; "><h4 style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 15px; line-height: 1.3em; ">Brent Dykes</h4><h5 style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 13px; font-weight: normal; line-height: 1.3em; ">Director of Industry Consulting</h5><h5 style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 13px; font-weight: normal; line-height: 1.3em; ">Adobe Systems</h5></td></tr></tbody></table></div><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">In <a href="http://www.cmo.com/web-analytics/going-bat-web-analytics-assembling-your-all-star-team" target="_self" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; color: rgb(71, 113, 155); ">last week's post</a>, I discussed how organizations sometimes focus too much on having the right tools and not enough on the people behind the tools. It’s a common problem among companies striving to become more proficient in Web analytics. It might appear as though just having the right tools in place will magically lift an organization to data-driven greatness. However, just like in sports, having the right equipment is only part of the formula for success. For example, a well-tuned, technologically advanced race car is useless on the NASCAR circuit without a skilled driver, crew chief, and pit crew to get it across the finish line.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">The first part of “people investment” is making sure your organization has enough staff covering the various positions on the Web analytics playing field. The second part is to ensure those people receive adequate training to excel in their roles. Just having people standing on the bases and outfield positions does not mean they are ready to play ball. Hopefully, each individual knows what to do when the ball comes to them and has been trained to perform their role effectively.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "><strong style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">Good To Great--Through Training</strong><br />In a 2006 Fortune article “<a title="Fortune - Secrets of Greatness" href="http://money.cnn.com/magazines/fortune/fortune_archive/2006/10/30/8391794/index.htm" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; color: rgb(71, 113, 155); ">Secrets of Greatness</a>,” Geoffrey Colvin revealed how natural talent was irrelevant to great success. From Tiger Woods to Warren Buffet, research shows the secret to their success came down to hard work and practice--not some unfair natural gifts. The article pointed out that if Michael Jordan were born with just superhuman basketball skills, he wouldn’t have been cut from his high school team. Just like high-profile athletes, the people filling the various Web analytics positions need to go through hours of training to develop, maintain, and hone their skills to be effective in their roles and to get the most out of the provided tools. “While Web analytics technologies can be quite easy to use, the extent of their potential benefits is still not well-understood,” said Kurt Schlegel, a vice president at Gartner Research. “Detailed training opportunities are essential for getting the most business benefit from these solutions.”</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">Fostering user adoption of Web analytics tools can be a critical success factor in creating a data-driven organization. As more people share and leverage the tools, a company can derive more business value from its Web analytics investment. Persistent training plays a key role in driving user adoption. “Training is not a zero-sum game,” and its value to the company significantly outweighs its costs, said Paul Strupp, senior analytics product manager at RIM. One important way to encourage user adoption is to provide adequate training opportunities at all levels within your organization.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "><strong style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">The Web Analytics Training Pyramid</strong><br />All great athletes start by learning the basics and then continue training to further hone their skills. The training triangle below exemplifies how different individuals within your organization will need different training approaches. At the top of this pyramid, you focus on advancing the expertise of the company’s core team of Web analysts and technical staff. This select group of individuals will require more formal training options. At the next level, you leverage the formal training and expertise of the core team to facilitate internal one-on-one training for executives and internal workshops for other key users. At the bottom of the pyramid, the large community of end users leverage more self-service options--both internally produced options as well as on-demand videos.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "><img src="http://www.cmo.com/sites/default/files/training.jpg" alt="" width="501" height="329" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; vertical-align: middle; " /></p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "><strong style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "><strong style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">It Takes A Village</strong></strong><br />In a recent conversation with a Web analyst at a major insurance company, the topic of Web governance came up and how “it takes a village” to establish a data-driven culture. An internal Web analytics community (i.e., village) can advance tool usage and adoption throughout the company.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">RIM's Strupp shared how persistent internal training helped to nurture a Web analytics community at Sun Microsystems. Sun’s Web analytics email discussion list grew from 10 people to more than 100 people. Approximately half of the questions are now answered by community members outside of Strupp’s core team. In addition, the sophistication of the questions has evolved from, “Page views or visits?” to, “Why does my marketing campaign show high software downloads, but low offline lead pipeline value?” According to Strupp, one key benefit of developing a Web analytics “village” is that “it puts the analytical capability closer to the business rather than in a remote ‘reporting’ group.” Enabling the people on the front lines to analyze their parts of the business and take action makes great business sense.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; ">In my next blog post, I’ll be looking at the “rules” of the village or, in other word,s how to establish and maintain corporate standards.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "><span style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; color: rgb(0, 0, 0); "><em style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "><strong style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "><a href="http://www.cmo.com/node/104693/" target="_self" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; color: rgb(71, 113, 155); ">Back to main blog page, The Data-Driven Organization</a>.</strong></em></span></p></div><span style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "><br /><br />Read more: <a href="http://www.cmo.com/web-analytics/web-analytics-strength-training#ixzz1BAA0H3T5" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; color: rgb(0, 51, 153); ">http://www.cmo.com/web-analytics/web-analytics-strength-training#ixzz1BAA0H3T5</a></span></span></div><div><br /></div><a href="http://www.cmo.com/web-analytics/web-analytics-strength-training#axzz1BA9uRBom">Web Analytics Strength Training | CMO.com</a>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-8264611243821470734.post-65820329216312030112010-12-19T05:10:00.000-08:002010-12-19T05:10:19.120-08:00Best Practices For Web Analytics -- Web Analytics -- InformationWeek<div><span class="Apple-style-span" style="font-family: arial, helvetica, clean, sans-serif; font-size: 13px; line-height: 16px; "><strong style="font-style: inherit; font-weight: bold; ">Getting started with Web analytics software can be a simple and straightforward task. </strong><br /><br /><div class="article-byline" style="margin-top: 0px; margin-right: 0px; margin-bottom: 10px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 12px; color: rgb(102, 102, 102); ">By <a href="http://www.informationweek.com/authors/showAuthor.jhtml;jsessionid=SXTCDC3KLHVZLQE1GHRSKH4ATMY32JVN?authorID=6895" style="outline-style: none; outline-width: initial; outline-color: initial; color: rgb(0, 59, 176); text-decoration: none; "><strong style="font-style: inherit; font-weight: bold; ">Jim Rapoza</strong></a> , <a href="http://www.informationweek.com/;jsessionid=SXTCDC3KLHVZLQE1GHRSKH4ATMY32JVN" target="_blank" style="outline-style: none; outline-width: initial; outline-color: initial; color: rgb(0, 59, 176); text-decoration: none; ">InformationWeek </a><br />December 4, 2010 12:00 AM</div><span id="articleBody" style="font-family: arial, helvetica, sans-serif !important; font-size: 1em; margin-top: 14px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><div class="IntelliTXT" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "><p class="firstP" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 1em; line-height: 17px; font-family: arial, helvetica, sans-serif !important; ">Getting started with Web analytics software can be a simple and straightforward task, usually involving not much more than adding some script to your site, usually in a header or footer that appears on every page. But getting the most out of analytics can mean a lot more than firing up reports and looking at how much traffic the site gets. Here are a few best practices.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 14px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 1em; line-height: 17px; font-family: arial, helvetica, sans-serif !important; "><strong style="font-style: inherit; font-weight: bold; ">Avoid Preconceptions</strong></p><div class="article-resources wrap" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 16px; padding-right: 20px; padding-bottom: 10px; padding-left: 4px; float: left; width: 218px; "><h2 class="first" style="margin-top: 0px; margin-right: 0px; margin-bottom: 12px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 18px; font-weight: normal; position: relative; color: rgb(255, 255, 255); text-transform: none; background-image: url(http://i.cmpnet.com/infoweek/iwk_refresh/bg-hd-rt.png); background-attachment: initial; background-origin: initial; background-clip: initial; background-color: rgb(81, 81, 82); background-position: 100% 0%; background-repeat: no-repeat no-repeat; "><span style="display: block; padding-top: 0px; padding-right: 12px; padding-bottom: 0px; padding-left: 12px; line-height: 24px; background-image: url(http://i.cmpnet.com/infoweek/iwk_refresh/bg-hd-lt.png); background-attachment: initial; background-origin: initial; background-clip: initial; background-color: initial; background-position: 0% 0%; background-repeat: no-repeat no-repeat; ">More Internet Insights</span></h2><h3 style="margin-top: 0px; margin-right: 0px; margin-bottom: 2px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 14px; font-weight: bold; line-height: 14px; color: rgb(153, 0, 0); ">White Papers</h3><ul class="archive" style="margin-top: 0px; margin-right: 0px; margin-bottom: 15px; margin-left: 14px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "><li style="margin-top: 0px; margin-right: 0px; margin-bottom: 9px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; list-style-type: disc; list-style-position: outside; list-style-image: initial; color: rgb(163, 0, 0); "><a href="http://www.informationweek.com/whitepaper/Storage/Storage-Systems/shared-it-infrastructure-new-storage-buying-cri-wp1289857603667;jsessionid=SXTCDC3KLHVZLQE1GHRSKH4ATMY32JVN?articleID=171900003&cid=well_wp_Traffic_reporting/monitoring_01-31_netapp" style="outline-style: none; outline-width: initial; outline-color: initial; color: rgb(0, 59, 176); text-decoration: none; font-size: 12px; ">Shared IT Infrastructure - New Storage Buying Criteria</a></li><li style="margin-top: 0px; margin-right: 0px; margin-bottom: 9px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; list-style-type: disc; list-style-position: outside; list-style-image: initial; color: rgb(163, 0, 0); "><a href="http://www.informationweek.com/whitepaper/Risk-Management/Technology-IT-Risk/garp-report-risk-management-systems-flaws-fi-wp1289573344090;jsessionid=SXTCDC3KLHVZLQE1GHRSKH4ATMY32JVN?articleID=171500003&cid=well_wp_Traffic_reporting/monitoring_02-15_sybase" style="outline-style: none; outline-width: initial; outline-color: initial; color: rgb(0, 59, 176); text-decoration: none; font-size: 12px; ">GARP Report: "Risk Management Systems – Flaws, Fixes and Future Plans."</a></li><div class="mspoke_widget_section video last" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "><h3 class="mspoke_rec_heading video" style="margin-top: 0px; margin-right: 0px; margin-bottom: 2px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 14px; font-weight: bold; line-height: 14px; color: rgb(153, 0, 0); "><span>Videos</span></h3><div id="videoBoxDisplayArea" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 5px; padding-right: 5px; padding-bottom: 5px; padding-left: 5px; "><a href="http://www.informationweek.com/video/mastermix/652304261001;jsessionid=SXTCDC3KLHVZLQE1GHRSKH4ATMY32JVN" style="outline-style: none; outline-width: initial; outline-color: initial; color: rgb(0, 59, 176); text-decoration: none; "><img src="http://brightcove.vo.llnwd.net/d12/unsecured/media/1568176135/1568176135_652305839001_th-652295358001.jpg?pubId=1568176135" border="0" alt="CIsco's Quad brings social networking to the enterprise with its integrated communications platform." style="border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; padding-top: 2px; padding-right: 2px; padding-bottom: 2px; padding-left: 2px; height: 40px; width: 44px; margin-right: 3px; " /></a> <a href="http://www.informationweek.com/video/security/19436915001;jsessionid=SXTCDC3KLHVZLQE1GHRSKH4ATMY32JVN" style="outline-style: none; outline-width: initial; outline-color: initial; color: rgb(0, 59, 176); text-decoration: none; "><img src="http://brightcove.vo.llnwd.net/d7/unsecured/media/1568176135/1568176135_19489850001_imagespan120.jpg?pubId=1568176135" border="0" alt="From Web 2.0 Expo, InformationWeek editor-at-large David Berlind sits with ImageSpan strategic relations director Pam Fischer for a reviewcam of LicenseStream. LicenseStream is a tool for protecting and monetizing digital content." style="border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; padding-top: 2px; padding-right: 2px; padding-bottom: 2px; padding-left: 2px; height: 40px; width: 44px; margin-right: 3px; " /></a> <a href="http://www.informationweek.com/video/security/2920370001;jsessionid=SXTCDC3KLHVZLQE1GHRSKH4ATMY32JVN" style="outline-style: none; outline-width: initial; outline-color: initial; color: rgb(0, 59, 176); text-decoration: none; "><img src="http://brightcove.vo.llnwd.net/d5/unsecured/media/1568176135/1568176135_2768676001_MySpaceMusic-Thumb.jpg?pubId=1568176135" border="0" alt="At the Web 2.0 Summit in San Francisco, Chris DeWolfe, the co-founder and chief executive officer of MySpace.com and Edgar Bronfman, Jr., the Chairman and CEO of Warner Music Group have a conversation about the future of online music." style="border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; padding-top: 2px; padding-right: 2px; padding-bottom: 2px; padding-left: 2px; height: 40px; width: 44px; margin-right: 3px; " /></a><div id="videoBoxDisplayAreaText" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-family: arial; font-size: 11px; color: rgb(21, 62, 126); ">From Web 2.0 Expo, InformationWeek editor-at-large David Berlind sits with ImageSpan strategic relations director Pam Fischer for a reviewcam of LicenseStream. LicenseStream is a tool for protecting and monetizing digital content.</div></div></div></ul></div><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 14px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 1em; line-height: 17px; font-family: arial, helvetica, sans-serif !important; ">Metrics such as bounce rate and page views seem simple enough, but look past the easy conclusions. A high bounce rate--meaning how quickly people leave a site--may look like an indicator of a failed site or product page. Yet if that product page results in good sales numbers, it may be a very well-designed page that lets visitors achieve their goals very quickly. Or it might be a fine site with a flawed marketing effort--attracting the wrong type of shopper for the content. Likewise, a page with low views may be unpopular, or it may be an effective jumping-off point to connect with more valuable content for a small-but-important audience.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 14px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 1em; line-height: 17px; font-family: arial, helvetica, sans-serif !important; "><strong style="font-style: inherit; font-weight: bold; ">Dig Deep And Test</strong></p><blockquote style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 245px; padding-top: 14px; padding-right: 50px; padding-bottom: 14px; padding-left: 50px; "><b style="font-weight: bold; "><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 14px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 1em; line-height: 17px; font-family: arial, helvetica, sans-serif !important; ">Discover how savvy companies are leveraging business analytics technology</p><a target="_blank" href="http://adserver.adtechus.com/adlink/5242/1263822/0/16/AdId=872541;BnId=103;itime=764167260;key=internet+228500159+/news/internet/reporting/showArticle/dhandler;nodecode=yes;link=http://www.businessinnovators.techweb.com/requests/plugin/call/download_asset?id=1125&t=information-and-analytics-enabling-business-optimization&cid=caps_bc_default_12-10_ibm-businnovators" style="outline-style: none; outline-width: initial; outline-color: initial; color: rgb(0, 59, 176); text-decoration: none; ">Information and Analytics: Enabling Business Optimization</a></b></blockquote><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 14px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 1em; line-height: 17px; font-family: arial, helvetica, sans-serif !important; "></p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 14px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 1em; line-height: 17px; font-family: arial, helvetica, sans-serif !important; ">Modern analytics products make it possible to regularly test the performance of a site or page, trying out different designs and campaigns. Use an A-versus-B testing approach to serve different site designs or product campaigns and quickly find out if new designs or content are delivering results.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 14px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 1em; line-height: 17px; font-family: arial, helvetica, sans-serif !important; ">Also, remember that there are multiple ways to segment visitors and see how different types of users react to your site. Aside from e-mail campaigns and unique marketing referral links, visitors can be segmented by when they visit, where they are coming from, and what they do on the site.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 14px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 1em; line-height: 17px; font-family: arial, helvetica, sans-serif !important; "><strong style="font-style: inherit; font-weight: bold; ">Learn From The Past</strong></p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 14px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 1em; line-height: 17px; font-family: arial, helvetica, sans-serif !important; ">With modern real-time analytics tools, it's easy to become obsessed with what's happening right now on your site. But historical data is vital as well. Regularly dig through older site data to spot visitor trends and see how content and products perform over time. Much like a movie that does poorly on opening weekend but turns into a sleeper hit over successive weeks, some site content may seem like an initial failure but turn out to be valuable over a long period of time.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 14px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 1em; line-height: 17px; font-family: arial, helvetica, sans-serif !important; "><strong style="font-style: inherit; font-weight: bold; ">Communicate</strong></p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 14px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 1em; line-height: 17px; font-family: arial, helvetica, sans-serif !important; ">Analytics is a valuable tool for evaluating online properties, but it's strictly quantitative. All sites should also be looking for qualitative input, and the best source of this data is your visitors. Use real-time survey tools or e-mails to registered users to get feedback from actual visitors.</p></div></span></span></div><div><br /></div><a href="http://www.informationweek.com/news/internet/reporting/showArticle.jhtml?articleID=228500159">Best Practices For Web Analytics -- Web Analytics -- InformationWeek</a>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-8264611243821470734.post-24502854560881932052010-12-19T05:08:00.000-08:002010-12-19T05:08:55.690-08:00Web Analytics: Are You Worried About the New "Do Not Track" Legislation?<div><span class="Apple-style-span" style="font-family: verdana, geneva, arial, helvetica, sans-serif; font-size: 14px; line-height: 20px; "><div style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ">If you work in the digital world and have a pulse, chances are you've seen the recent commotion regarding the Federal Trade Commission’s proposed “Do Not Track” requirement for websites. On its surface the idea is not particularly bad — consumers should have a reasonable mechanism to protect their identity online if they so choose, even if their reasons for wanting to “protect” said identity are not well understood.</div><a name="more" style="font-family: verdana, geneva, arial, helvetica, sans-serif; color: rgb(0, 51, 102); text-decoration: underline; "></a><h2 style="font-family: 'Trebuchet MS', Trebuchet, Futura, Arial, sans-serif; font-size: 1.45em; color: rgb(51, 51, 51); margin-top: 1.35em; margin-bottom: -6px; ">Are We Taking Privacy too Far?</h2><p style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 11px; margin-right: 0px; margin-bottom: 8px; margin-left: 0px; ">While many in the digital measurement space have loudly proclaimed that consumers already do have these protections, few are willing to defend the current implementation of P3P in modern web browsers as a “reasonable mechanism.”</p><p style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 11px; margin-right: 0px; margin-bottom: 8px; margin-left: 0px; ">The number one problem I have with the FTC proposal, and trust me, I have many, is that the conversation has become completely lopsided in favor of privacy advocates, fear mongers and other worry-warts.</p><p style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 11px; margin-right: 0px; margin-bottom: 8px; margin-left: 0px; ">Perhaps this is because of the clear bias flowing through one of the major sources on online tracking — the Wall Street Journal — or perhaps more simply because people really do fear what they do not understand (and if you read the comment streams, it is clear that people do not understand the Internet.)</p><div class="ams-block" style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 8px; margin-right: 2px; margin-bottom: 0px; margin-left: 15px; width: 300px; float: right; "><div class="ams-block-300x250" style="font-family: verdana, geneva, arial, helvetica, sans-serif; float: left; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 2px; padding-right: 2px; padding-bottom: 2px; padding-left: 2px; border-top-width: 1px; border-right-width: 1px; border-bottom-width: 1px; border-left-width: 1px; border-top-color: rgb(204, 204, 204); border-right-color: rgb(204, 204, 204); border-bottom-color: rgb(204, 204, 204); border-left-color: rgb(204, 204, 204); border-top-style: none; border-right-style: none; border-bottom-style: none; border-left-style: none; border-width: initial; border-color: initial; width: 300px; "><div id="google_ads_div_Inline-300x250--01" style="font-family: verdana, geneva, arial, helvetica, sans-serif; "><ins style="font-family: verdana, geneva, arial, helvetica, sans-serif; width: 300px; height: 250px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; display: inline-table; position: relative; "><ins style="font-family: verdana, geneva, arial, helvetica, sans-serif; width: 300px; height: 250px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; display: block; position: relative; "><iframe id="google_ads_iframe_Inline-300x250--01" name="google_ads_iframe_Inline-300x250--01" width="300" height="250" scrolling="no" marginwidth="0" marginheight="0" frameborder="0" style="font-family: verdana, geneva, arial, helvetica, sans-serif; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; position: absolute; top: 0px; left: 0px; "></iframe></ins></ins></div></div><div class="spacer" style="font-family: verdana, geneva, arial, helvetica, sans-serif; clear: both; font-size: 1px; "></div></div><h2 style="font-family: 'Trebuchet MS', Trebuchet, Futura, Arial, sans-serif; font-size: 1.45em; color: rgb(51, 51, 51); margin-top: 1.35em; margin-bottom: -6px; ">3 Actions for Responsible Site Operators</h2><p style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 11px; margin-right: 0px; margin-bottom: 8px; margin-left: 0px; ">Regardless of why the conversation has gone sideways, the action items for responsible site operators are clear — we need to work towards the best and plan for the worst. To work towards the best I would propose that each of you reading this article do three things right away:</p><ol style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 0px; "><li style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 6px; margin-bottom: 0px; ">Overhaul your privacy policy, either removing the legal mumbo-jumbo or providing a concise, clearly written and honest summary as an introduction;</li><li style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 6px; margin-bottom: 0px; ">Make sure you know what you’re tracking, either by consulting with your web analytics and Information Technology staff or hiring an outside firm to come in and audit your data collection strategy</li><li style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 6px; margin-bottom: 0px; ">Get ahead of the brewing storm, by developing messaging around how you value consumer privacy, how you use (and do not use) digitally collected data and what your analysis resources will and will not do.</li></ol><h2 style="font-family: 'Trebuchet MS', Trebuchet, Futura, Arial, sans-serif; font-size: 1.45em; color: rgb(51, 51, 51); margin-top: 1.35em; margin-bottom: -6px; ">Web Analytics Code of Ethics</h2><p style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 11px; margin-right: 0px; margin-bottom: 8px; margin-left: 0px; ">On this last point I would be remiss to not point readers towards an effort that my partner John Lovett, and I kicked off under the auspices of the Web Analytics Association: the Web Analysts Code of Ethics.</p><p style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 11px; margin-right: 0px; margin-bottom: 8px; margin-left: 0px; ">This document, currently being finalized by Association resources, and <a href="http://waablog.webanalyticsassociation.com/2010/10/last-chance-to-shape-the-web-analysts-code-of-ethics.html" class="external" style="font-family: verdana, geneva, arial, helvetica, sans-serif; color: rgb(0, 51, 102); text-decoration: underline; padding-right: 12px; background-image: url(http://www.cmswire.com/images/ico_link-external.gif); background-position: 100% 50%; background-repeat: no-repeat no-repeat; ">available for review</a>, is a community “self-policing” effort designed to encourage transparency, honesty and integrity on behalf of the people actually analyzing web collected data.</p><p style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 11px; margin-right: 0px; margin-bottom: 8px; margin-left: 0px; ">While it is a shame that politics and fear have the potential to set Internet advertising and marketing back a decade perhaps this was inevitable. At this point it is clear that a change is coming, the only question is what it will look like and who will be most affected.</p><p style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 11px; margin-right: 0px; margin-bottom: 8px; margin-left: 0px; ">I welcome <a href="http://www.cmswire.com/cms/web-engagement/web-analytics-are-you-worried-about-the-new-do-not-track-legislation-009541.php#comments" style="font-family: verdana, geneva, arial, helvetica, sans-serif; color: rgb(0, 51, 102); text-decoration: underline; ">your comments</a>.</p><h2 style="font-family: 'Trebuchet MS', Trebuchet, Futura, Arial, sans-serif; font-size: 1.45em; color: rgb(51, 51, 51); margin-top: 0.45em; margin-bottom: -6px; ">About the Author</h2><p style="font-family: verdana, geneva, arial, helvetica, sans-serif; margin-top: 11px; margin-right: 0px; margin-bottom: 8px; margin-left: 0px; ">Eric T. Peterson is the founder of Web Analytics Demystified and has worked in web analytics for over 10 years as a practitioner, consultant, and analyst. He is the author of three best-selling <a href="http://www.webanalyticsdemystified.com/books/" class="external" style="font-family: verdana, geneva, arial, helvetica, sans-serif; color: rgb(0, 51, 102); text-decoration: underline; padding-right: 12px; background-image: url(http://www.cmswire.com/images/ico_link-external.gif); background-position: 100% 50%; background-repeat: no-repeat no-repeat; ">web analytics books</a>, <i style="font-family: verdana, geneva, arial, helvetica, sans-serif; ">Web Analytics Demystified</i>, <i style="font-family: verdana, geneva, arial, helvetica, sans-serif; ">Web Site Measurement Hacks</i>, and <i style="font-family: verdana, geneva, arial, helvetica, sans-serif; ">The Big Book of Key Performance Indicators</i>, and one of the most widely read web analytics writers at <a href="http://www.cmswire.com/cms/web-engagement/www.webanalyticsdemystified.com" style="font-family: verdana, geneva, arial, helvetica, sans-serif; color: rgb(0, 51, 102); text-decoration: underline; ">www.webanalyticsdemystified.com</a>.</p></span></div><div><br /></div><a href="http://www.cmswire.com/cms/web-engagement/web-analytics-are-you-worried-about-the-new-do-not-track-legislation-009541.php">Web Analytics: Are You Worried About the New "Do Not Track" Legislation?</a>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-8264611243821470734.post-59029140686600080092010-12-19T05:06:00.000-08:002010-12-19T05:06:47.897-08:00It's Time for True Social Media Analytics - Search Engine Watch (SEW)<div><span class="Apple-style-span" style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 13px; line-height: 16px; "><p>Truly measuring and analyzing the impact of social media efforts has been a difficult, time intensive process that often leads to more questions than answers.</p><p>Why? Because a true social media analytics tool doesn't exist. Yet.</p><p>This means we're left pulling data from multiple sources in an attempt to cobble together a way to analyze our social data that we hope will provide the insights necessary to evaluate the success of our social media efforts.</p><p>If you've tried to do this on your own, you know the headaches involved with compiling data from Facebook Insights, YouTube Insight, Twitter data, social media monitoring data, web analytics data, and any other social source that you're involved with.</p><p>The solution to this problem is a means to bring all the data together into a single social media analytics tool where you can analyze each social channel individually, as well as analyze across channels to uncover a true holistic social media view.</p><p>A social media analytics tool would have many benefits well beyond any tools that are currently available.</p><p>Plenty of social media monitoring tools are based on a defined set of keywords and allow you to monitor conversions that are taking place, as well as engage in those conversations. They also have some ability to measure, but they're definitely limited in the scope of their ability because they only include the social media monitoring data that's returned from the searches your perform and, in some cases, some basic web analytics data.</p><p>While that can provide you with some good insights, it doesn't give you a holistic view, and definitely doesn't allow for any robust analysis.</p><p>Because a social media analytics tool would bring data together from many different social sources, it would give you some pretty powerful analysis capabilities. You'd have the ability to analyze each social channel individually, as well as analyze across channels to uncover a true holistic view of all your social media activities.</p><p>Want to see the trend for all your social connections for the past six months and compare it to those connections that are actively engaging with your brand? How about seeing the correlation of audience engagements to your gross social media views? Or maybe the historical trend of your social media reach in comparison to your own social media engagements?</p><p>With a social media analytics tool, finding the answers to these questions and countless others would take just a few seconds.</p><p>It's time for a true social media analytics tool. I'm willing to bet many others out there feel the same way.</p><p>A social media analytics tool that seamlessly brings your company's Facebook page data, your YouTube channel data, your Twitter data, your social media monitoring data, your social related web analytics data, and even your social media advertising data into a single tool would have the ability to do for social media what the first true web analytics tools did for websites and the measurement of digital marketing campaigns.</p><p>While none of these types of tools available now, they'll be here soon, and they'll have the potential to drastically alter how we analyze and evaluate our social media efforts.</p></span></div><div><br /></div><a href="http://searchenginewatch.com/3641631">It's Time for True Social Media Analytics - Search Engine Watch (SEW)</a>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-8264611243821470734.post-73620289661556615242010-12-10T04:45:00.001-08:002010-12-10T04:45:18.907-08:00Big Opportunities for Startups Providing Big Data, Data-as-a-Service<p> </p> <p><a href="http://www.readwriteweb.com/start/2010/12/big-opportunities-for-startups.php">Big Opportunities for Startups Providing Big Data, Data-as-a-Service</a></p> Unknownnoreply@blogger.comtag:blogger.com,1999:blog-8264611243821470734.post-27104508551992669952010-11-26T11:31:00.001-08:002010-11-26T11:31:58.095-08:00From Web Analytics & SEM To Business Intelligence<h1 style="color: #00528c; font-family: Arial, Helvetica, sans-serif; font-size: 19px; line-height: 20px; margin-bottom: 2px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">From Web Analytics & SEM To Business Intelligence</h1><div class="insideStory" style="color: #6e6e6e; font-family: Arial, sans-serif; font-size: 13px; line-height: 20px; margin-bottom: 5px; margin-left: 0px; margin-right: 0px; margin-top: 12px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"><span class="dateline" style="color: #777777; font-size: 11px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">Nov 16, 2010 at 11:30pm ET by <a href="http://searchengineland.com/author/daniel-waisberg/" style="color: #6e953b; line-height: 16px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Daniel Waisberg</a> </span></div><div class="article" style="color: #555555; font-family: Arial, sans-serif; font-size: 13px; line-height: 17px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"><div style="margin-bottom: 10px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">The roles of people involved in both web analytics and PPC management is changing. Both are becoming more important and mainstream within many organizations. And the skills needed to master them are becoming more complex. Here’s a look at the how things have changed, and what to expect going forward.</div><h2 style="color: #444444; font-family: Arial, Helvetica, sans-serif; font-size: 16px; line-height: 20px; margin-bottom: 5px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">The Evolution Of Web Analytics</h2><div style="margin-bottom: 10px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">Web analytics was originally an IT function, a tool that could be used to measure website activity and report basic traffic stats to the organization. Only later, the web became a very important marketing channel, and responsibility for website management and analysis in many organizations moved to the marketing department. Google facilitated this trend by branding web analytics as a marketing tool, providing an easy-to-use interface that could be installed once by IT and providing all the info necessary for analysis by non-technical people in the organization.</div><div style="margin-bottom: 10px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">Now we <em style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">might</em> be seeing the web analytics industry shift once again. We have seen many acquisitions in the last year and some of them hint at where we are heading. First, we saw Omniture’s acquisition by Adobe, which was a <a href="http://visualrevenue.com/blog/2009/09/adobe-omniture-marriage.html" style="color: #0c72b6; line-height: 20px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: underline;">bit controversial</a> in the eyes of many industry experts such as Yahoo’s analytics guru Dennis Mortensen.</div><div style="margin-bottom: 10px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">However, IBM’s purchase of Coremetrics and Unica was more intuitively obvious. Unica provides a robust web analytics tool that can populate a database and be queried using a browser-based interface, which led many people to ask: <i style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">will web analytics become just another team inside business intelligence departments?</i> That is a plausible option, as the web is just another source of data.</div><div style="margin-bottom: 10px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">These changes are reshaping the way web analysts are seen in organizations too, and also to whom they report. Google’s analytics guru Avinash Kaushik discusses this in depth in his post<a href="http://www.kaushik.net/avinash/2009/12/owns-web-analytics-framework-critical-thinking.html" style="color: #0c72b6; line-height: 20px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: underline;">Who owns web analytics?</a> and proposes a framework that helps organizations to decide where web analytics should sit based on their maturity level. Some companies should have it under sales, others under marketing and yet others under the CMO himself (see ex-Googler Brian Clifton’s view on <a href="http://www.advanced-web-metrics.com/blog/2010/06/21/integrating-web-analytics-with-marketing-not-it-is-the-future/" style="color: #0c72b6; line-height: 20px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: underline;">web analytics and marketing</a>). And, if else fails, why not having it under the finance department as proposed by <a href="http://blog.jimnovo.com/" style="color: #0c72b6; line-height: 20px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: underline;">Jim Novo</a>? As he says: “At least mission and thought process are aligned, and some degree of influence / ability to act is present.”</div><div style="margin-bottom: 10px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">So, what should we expect in 2011? Will the market change its direction? See a hint on what is waiting for us next year in Brian Clifton’s <a href="http://online-behavior.com/analytics/web-analytics-predictions-2011-1145" style="color: #0c72b6; line-height: 20px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: underline;">web analytics Predictions</a>.</div><h2 style="color: #444444; font-family: Arial, Helvetica, sans-serif; font-size: 16px; line-height: 20px; margin-bottom: 5px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">Search Marketing, Meet Business Intelligence</h2><div style="margin-bottom: 10px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">In the same spirit, PPC management has also evolved as SEM managers and optimizers are increasingly drowning in data. Originally, PPC management was about building nice creatives and managing a campaign’s ability to bring people to the website without spending too much of the total marketing budget. However, as paid search becomes a significant part of marketing budgets, advertisers can’t rely solely on online conversion data, and they need to optimize SEM performance according to actual sales or client lifetime value (CLTV) metrics, that typically appear in a separate, isolated database—within a CRM system like Salesforce.com, for example. With customer sales data sitting in a different database than AdWords/Facebook/Yahoo analytics, you may find yourself trying to integrate data within a big IT hassle. Following the data retrieval and integration at the granular (e.g., keyword/ad) level, you will most likely find yourself in an “Excel hell.”</div><div style="margin-bottom: 10px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">Advanced advertisers that have started to tap into business intelligence tools will agree that these are superior tools in comparison to spreadsheets or various in-house mechanisms that require various SQL queries or communicating with the “IT guy.” The results of using a good business intelligence tool to analyze pay-per-click advertising data are mainly increased campaign ROI (based on optimization of client values) and increased work efficiency (less time wasted on integrations).</div><div style="margin-bottom: 10px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">Besides in-house tools that can be tailor-made to organizational needs but might be costly and buggy, SaaS solutions that attempt to solve the SEM spreadsheet nightmare are emergingt. One prominent provider, <a href="http://www.edge.bi/" style="color: #0c72b6; line-height: 20px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: underline;">Edge.BI</a>, is a start-up company solving that “Excel hell” problem for SEM’s. The company has tailored-made its SaaS for in-depth PPC analysis and decision making, offering professional search marketers to enter the next stage in the SEM optimization evolution. The company’s SaaS is in Beta and offering trials to selected advertisers: I was quite impressed with the Edge.BI functionality and ease of use.</div><h2 style="color: #444444; font-family: Arial, Helvetica, sans-serif; font-size: 16px; line-height: 20px; margin-bottom: 5px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">The New Skill Set Needed By SEM Managers</h2><div style="margin-bottom: 10px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">To illustrate the skill set required from SEM analysts nowadays, here is a random job description I picked up from Monster.com:</div><blockquote style="margin-bottom: 10px; margin-left: 20px; margin-right: 20px; margin-top: 10px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">Job Title: Search Engine Marketing Analyst</blockquote><blockquote style="margin-bottom: 10px; margin-left: 20px; margin-right: 20px; margin-top: 10px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">“Numbers are your life! If this statement describes how you see the world, we want to speak to you ASAP… success is built on our ability to access and analyze results and trends of the hard data.”</blockquote><blockquote style="margin-bottom: 10px; margin-left: 20px; margin-right: 20px; margin-top: 10px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">Requirements:<div style="margin-bottom: 10px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"></div><ul style="line-height: 20px; margin-bottom: 10px; margin-left: 5px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 14px; padding-right: 0px; padding-top: 0px;"><li style="line-height: 20px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 2px; padding-right: 2px; padding-top: 0px;">1-2 Years in Search Marketing and Web analytics on the Client or Agency side.</li>
<li style="line-height: 20px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 2px; padding-right: 2px; padding-top: 0px;">BS in Statistics, Math, Marketing or Economics.</li>
<li style="line-height: 20px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 2px; padding-right: 2px; padding-top: 0px;">A solid foundation in statistical analysis and marketing research.</li>
<li style="line-height: 20px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 2px; padding-right: 2px; padding-top: 0px;">Demonstrated ability to creatively develop analytic solutions</li>
</ul></blockquote><div style="margin-bottom: 10px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">Within the above SEM job description, note the occurrences of the words of “numbers,” “analyze results,” “hard data,” “statistics,” “analysis,” “analytical” and so forth. It seems that the SEM industry will soon be filled up with data crunching, Business Intelligence geeks that will be quite savvy in <a href="http://online-behavior.com/targeting/free-behavioral-targeting-book-795" style="color: #0c72b6; line-height: 20px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: underline;">Fishing From a Barrel</a>…! And those SEM optimizers that are not analytical? Are not using the right software efficiently? Well, they’re going to have to reinvent themselves or be left in the “Excel hell” and out of the job.</div><div style="margin-bottom: 10px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">Unrelated to where we sit and who is our boss, one thing is certain: web analysts and SEM managers increasingly need the business intelligence mindset. As we evolve into <a href="http://online-behavior.com/targeting/successful-website-personalization-971" style="color: #0c72b6; line-height: 20px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: underline;">website personalization</a>, multichannel campaign management, database integrations, data mining and predictive analytics, our minds need to switch to a highly analytical mode.</div><div style="margin-bottom: 10px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">In summary, data crunching is increasingly important. The web is a wonderful laboratory and it enables us to make data-driven decisions with a very high level of accuracy. We can test hypotheses and prove them right or wrong by the numbers. So, if you suffer from data-phobia, you can start your journey by either reading <a href="http://www.amazon.com/Cartoon-Guide-Statistics-Larry-Gonick/dp/0062731025" style="color: #0c72b6; line-height: 20px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: underline;">The Cartoon Guide to Statistics</a> or <a href="http://www.amazon.com/Innumeracy-Mathematical-Illiteracy-Its-Consequences/dp/0809058405/" style="color: #0c72b6; line-height: 20px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: underline;">Innumeracy</a>; both very entertaining and enlightening.</div><div style="margin-bottom: 10px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"><em style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.</em></div></div>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-8264611243821470734.post-6676575544628916722010-11-12T09:36:00.000-08:002010-11-12T09:36:32.643-08:005 Ways Google TV Will Disrupt Web Analytics - ReadWriteCloud<div><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: 14px; line-height: 21px; "><p style="margin-top: 1em; margin-right: 0px; margin-bottom: 1em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; text-align: left; font-style: italic; ">This post is part of our ReadWriteCloud channel, which is dedicated to covering virtualization and cloud computing. The channel is sponsored by <a href="http://www.vmware.com/go/intel/?utm_source=readwritecloud&utm_medium=Sponsored_blurb_link&utm_campaign=inpost" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; text-decoration: none; outline-style: none; outline-width: initial; outline-color: initial; color: rgb(204, 0, 0); cursor: pointer; ">Intel and VMware</a>. Read their latest case study:<a href="http://www.readwriteweb.com/cloud/case-studies/ausclad-responds-to-energy-demands-with-virtualization/index.php" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; text-decoration: none; outline-style: none; outline-width: initial; outline-color: initial; color: rgb(204, 0, 0); cursor: pointer; ">Ausclad Responds to Energy Demands with Virtualization</a>.</p><div class="asset-content" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0.75em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; position: static; clear: both; "><div class="asset-body" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; clear: both; font: normal normal normal 14px/0.9em Arial, Helvetica, sans-serif; line-height: 1.5em; "><p style="margin-top: 1em; margin-right: 0px; margin-bottom: 1em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; text-align: left; "><img alt="Thumbnail image for googletvlogo.jpg" src="http://rww.readwriteweb.netdna-cdn.com/cloud/assets_c/2010/08/googletvlogo-thumb-336x349-20406-thumb-150x155-20407.jpg" width="150" height="155" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 10px; padding-bottom: 10px; padding-left: 10px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; border-width: initial; border-color: initial; cursor: auto; float: left; border-style: initial; border-color: initial; " /><a href="http://googletv.blogspot.com/" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; text-decoration: none; outline-style: none; outline-width: initial; outline-color: initial; color: rgb(204, 0, 0); cursor: pointer; ">Google TV</a> illustrates what changes when the cloud becomes a major factor in how people watch television. That effect is starting to change how we view Web analytics.</p><p style="margin-top: 1em; margin-right: 0px; margin-bottom: 1em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; text-align: left; ">Web analytics helps a website owner improve any number of aspects to their site. Analytics define how advertisers spend their dollars. Cloud computing will disrupt that model as more people use their television sets to watch programs and use the Internet.</p><p style="margin-top: 1em; margin-right: 0px; margin-bottom: 1em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; text-align: left; ">But how?</p></div><div id="more" class="asset-more" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; clear: both; font: normal normal normal 14px/0.9em Arial, Helvetica, sans-serif; line-height: 1.5em; "><p style="margin-top: 1em; margin-right: 0px; margin-bottom: 1em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; text-align: left; "><a href="http://www.analyticsmarket.com/blog/google-tv-and-web-analytics" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; text-decoration: none; outline-style: none; outline-width: initial; outline-color: initial; color: rgb(204, 0, 0); cursor: pointer; ">AnalyticsMarket</a> posted its views about how Google TV will affect Web analytics last June. That viewpoint is particularly relevant now that the service is available.</p><h2 style="margin-top: 0px; margin-right: 0px; margin-bottom: 0.2em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 1.3em; font-weight: bold; text-align: left; line-height: 1.2em; color: rgb(0, 0, 0); position: static; ">TV Traffic May Be Hard to Differentiate</h2><p style="margin-top: 1em; margin-right: 0px; margin-bottom: 1em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; text-align: left; ">The operating system description may give some idea that the viewer is watching television, but in most ways it will appear identical to other devices. With Google TV, the television sets will use the Chrome browser and will be capable of running Flash and almost any app, making its traffic further indistinguishable.</p><h2 style="margin-top: 0px; margin-right: 0px; margin-bottom: 0.2em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 1.3em; font-weight: bold; text-align: left; line-height: 1.2em; color: rgb(0, 0, 0); position: static; ">Metrics Lose Meaning</h2><p style="margin-top: 1em; margin-right: 0px; margin-bottom: 1em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; text-align: left; ">Televisions represent a different viewing experience than a personal computer or smartphone. For example, people often watch television while using another device. Now, what if someone uses three or four different devices? That makes traditional metrics not as relevant. "Unique visitors," "new visitors," "time since last visit," become more difficult to measure. As a result, analytics will rely on visits more than visitors.</p><p style="margin-top: 1em; margin-right: 0px; margin-bottom: 1em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; text-align: left; ">Television is a social activity, too. Often, there are multiple people watching, making the "visitor" term even less applicable.</p><h2 style="margin-top: 0px; margin-right: 0px; margin-bottom: 0.2em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 1.3em; font-weight: bold; text-align: left; line-height: 1.2em; color: rgb(0, 0, 0); position: static; ">What About the Conversion?</h2><p style="margin-top: 1em; margin-right: 0px; margin-bottom: 1em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; text-align: left; ">Let's say a group of people are watching Google TV. They are checking out websites. They all go home. One of the people visits the site later on that evening on their laptop. There is no way to track the conversion from the television.That throws other measurements into question, such as the comparison for the number of conversions to the number of people who saw the ad on Google TV.</p><p style="margin-top: 1em; margin-right: 0px; margin-bottom: 1em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; text-align: left; ">Open the scenario further and it gets a bit more complicated. If one of the people in the group suggests a site, how is it identified? Is it a new visit?</p><h2 style="margin-top: 0px; margin-right: 0px; margin-bottom: 0.2em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 1.3em; font-weight: bold; text-align: left; line-height: 1.2em; color: rgb(0, 0, 0); position: static; ">Peer Pressure</h2><p style="margin-top: 1em; margin-right: 0px; margin-bottom: 1em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; text-align: left; ">The group in our theoretical living room is navigating to different websites. There will be a host of influences that affect their decisions for which sites to visit, what to explore on the site, and perhaps what purchase to make. It's far different than viewing a site alone. The group dynamics change considerably. That means we will probably start seeing Web pages designed for groups of people watching television in their living rooms.</p><h2 style="margin-top: 0px; margin-right: 0px; margin-bottom: 0.2em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 1.3em; font-weight: bold; text-align: left; line-height: 1.2em; color: rgb(0, 0, 0); position: static; ">Apps Will Change TV</h2><p style="margin-top: 1em; margin-right: 0px; margin-bottom: 1em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; text-align: left; ">Google TV will release its SDK in 2011. The Android market will carry the Google TV apps. This will influence how sites are designed. This will change the way we use the TV set.</p><p style="margin-top: 1em; margin-right: 0px; margin-bottom: 1em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; text-align: left; ">From AnalyticsMarket:</p><blockquote style="margin-top: 0px; margin-right: 0px; margin-bottom: 0.75em; margin-left: 30px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; background-repeat: no-repeat repeat; ">"Given the different restraints that TVs will place on navigating the web, companies may begin developing sites specifically for TVs, like they do for mobile phones. For both TV apps and TV sites, Web analysts will need to look at the reports from a fresh perspective."</blockquote><h2 style="margin-top: 0px; margin-right: 0px; margin-bottom: 0.2em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-size: 1.3em; font-weight: bold; text-align: left; line-height: 1.2em; color: rgb(0, 0, 0); position: static; ">What Will Happen to Web Analytics?</h2><p style="margin-top: 1em; margin-right: 0px; margin-bottom: 1em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; text-align: left; ">The future of Web analytics will have to be more encompassing with the advent of Google TV. But as much as the cloud creates issues, it offers new ways to measure as well. Big data will be the difference, helping us understand from a variety of viewpoints the way we watch TV and interact with the apps that will soon be offered.</p><p style="margin-top: 1em; margin-right: 0px; margin-bottom: 1em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; text-align: left; "><a href="http://www.readwriteweb.com/cloud/2010/11/5-ways-google-tv-will-disrupt.php">http://www.readwriteweb.com/cloud/2010/11/5-ways-google-tv-will-disrupt.php</a></p><p style="margin-top: 1em; margin-right: 0px; margin-bottom: 1em; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; text-align: left; "><br /></p></div></div></span></div>Unknownnoreply@blogger.com