Alex Langshur talks to Daniel Waisberg about Google Analytics developments, techniques, challenges and opportunities.
Alex starts by sharing insights from his latest presentation at the Google Analytics Users' Great Event NY 2011: How to Plan for Success using Google Analytics. According to him, the environment got significantly more complex over the last few years, bringing challenges in terms of technical implementations, business and strategy when it comes to measurement. Daniel adds that in view of this complexity, it is important for "data consumers" to understand the tradeoffs they will have to face when choosing what to measure.
Alex goes on to discuss the new Google Analytics Premium and its capabilities. Among others, he mentions the data processing, custom variables, data export and guarantees of data freshness.
Alex talks about the importance of segmentation on Google Analytics, the Intelligence report, the integration of Google webmaster Tools into Google Analytics, and Custom Variables. He also discusses the future of Analytics and where are we heading towards as an industry.
Alex Langshur is a co-founder and Senior Partner of Cardinal Path, a web analytics, search optimization and marketing consulting firm. Cardinal Path is the largest pure-play digital performance measurement firm in North America, committed to helping clients leverage their web, mobile, social media, email and search initiatives to turn convert visits to value, and prospects into customers.
Alex is a sought after speaker having keynoted and presented at digital marketing conferences around the world. He is the past-President and a current Director Emeritus of the Web Analytics Association (WAA), and a member of the Emetrics Marketing Optimization Summit Advisory Council. He teaches courses on web analytics, search optimization and digital measurement for University of British Columbia, GSA Web Manager University and WAA Base Camp, and has been published in journals and magazines including Government IT Week, Government Executive, CNN Money and others. Alex lives in Boston with his wife, two sons and golden retriever.
Daniel Waisberg is the Owner of Conversion Journey, a consultancy that provides insights on improving the performance of websites. He is also the founder & Editor of Online Behavior. He is a frequent speaker at industry conferences and member of the Advisory Council of the eMetrics Marketing Optimization Summit. You can follow him on Google+ or on Twitter @danielwaisberg.