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Posts tagged with Web Analytics

The importance of knowing how to use web analytics tools

Web analytics confusion

Web analytics is still a missing art in many businesses, not just retail. Analytics is the last station on the investment train ride and is often compromised to pump more money into direct revenue generating digital marketing like PPC.

But why would any sane person put more money into something they don't fully understand and for which KPIs may not be optimised? It seems a strange decision.

My gut feeling is that there are too few optimisation specialists Client-side who really get web analytics 2.0. Dashboards are created and reports circulated to tick the analysis box yet limited insight is provided.

If conversion for referral traffic has dropped off the cliff, is that good or bad? I don't know. Even your data doesn't know but hidden within are nuggets of insight, you just need the focus and perseverance to find them.

This blog looks at a few examples of how data can be turned into insight to drive commercial decisions.

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Why IBM’s acquisition of Coremetrics will change web analytics

Web analytics has lagged behind traditional business analysis methods for many years. IBM, a new/old player in the web analytics world, is now in the position to change that and move the two disciplines closer. Statistical modelling will significantly increase the value and prominence of web analytics.

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Companies spending more on web analytics: survey

Companies are investing more in both people and technology in order to make more sense of the web analytics data they gather, with almost half of firms plan to increase the number of employees in this area over the next 12 months. 

This is just one of the findings of Econsultancy's Online Measurement and Strategy Report 2010, produced in association with Lynchpin

Here are a few highlights from the report... 

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Trends and challenges in Web Analytics in 2010

It was good to attend Econsultancy's Digital Cream event last week. It was my first due to diary clashes, although it’s now in its fourth year. I moderated a roundtable on web analytics, which is one of my main digital passions, so it was good to see analytics was one of the most popular topics.

This post summarises the main challenges and gives tips on approaches the managers present are using to overcome them. The Econsultancy peer summits operate according to “Chatham House rules”, so there is no attribution to companies.

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Web Analytics Buyer's Guide: required reading

Econsultancy's Web Analytics Buyer's Guide is a refreshing signpost in a perplexing world of web analytics tools, tips and traps. Essential for those wanting to understand the industry and critical for those looking to invest.

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How to get your web analytics implementation right

Web analytics and data confusionAnalytics is the cornerstone of online optimisation, right? So why is that so many retailers I’ve spoken to have a limited understanding of what their analytics tools are doing and can do for them?

On the surface it would seem that indifference rules the roost and analytics is just another tick box on the requirements list.

However, on closer inspection, the criticism of apathy can often be harsh. More often than not, data obscurity lies in a lack of education amongst stakeholders uncertain as to what analytics really means and what it should do for them.

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Five tips for investing in web analytics in 2010

With businesses still struggling under the weight of the difficult economic environment, the importance of understanding the drivers of profitability has never been greater. More than ever, it's crucial for companies to get the most from their web properties and digital marketing investment, and to measure effectively. 

This is where investing in a good web analytics solution can help, and as Econsultancy's new edition of its Web Analytics Buyer's Guide shows, it's encouraging to see that the sector continues to grow, in spite of continued pressure on budgets. 

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Why testing online should not be optional

This week I'm writing for the SME audience on Econsultancy, a sweet homage to the much debated yet scarcely implemented topic of website testing, something which should be an integral part of your strategy, the testing plan being the culmination of analysis of web data and voice-of-customer. 

If you are not yet testing and are spending money on marketing/advertising, then read this post and do something about it. Testing is not the preserve of major brands with big budgets, it’s the mental gap you need to cross not the financial one.

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Five killer new features in the Google Analytics update

Google announced a significant update to the capabilities of Google Analytics this week. If it were software rather than service, I would call it a dot release, maybe 3.2?

In an earlier Econsultancy post the emphasis about the release was on the enhanced mobile tracking. But for me, and I guess most marketers where mobile isn't significant, these are the features which will be most important...

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Q&A: Eric Peterson discusses the Twitalyzer

eric t petersonQuick - name the top five minds in web analytics. If you know the space, no doubt Eric T. Peterson made your list. Analyst, author, blogger, speaker, he's a bona fide guru when it comes to extracting meaning from a mountain of data.

Now, Peterson's burning the midnight oil in his quest to build the Twitalyzer, the first really robust analytics tool for Twitter. Its goal? To measure influence in the white-hot social media channel.

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