Articles

The articles below focus on Targeting, Testing, Usability and Analytics. They present strategies and techniques that will help website managers and marketing analysts to measure marketing efforts and optimize websites using a data-driven method.

  • User Experience Approach: Sketching

    User Experience Approach

    This article presents a special approach to User Experience: sketching. It shows why this approach helps improving communication (both with co-workers and clients). It help communicate a more complete idea and can help get everyone involved thinking the same way and moving together in the same direction.

    Scott Baldwin - July 20, 2010
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  • Targeted Marketing using Behavioral Analysis

    Targeted Marketing using Behavioral Analysis

    Marketers may be squandering a huge opportunity if they do not leverage web analytics as a rich source of behavioral insights on individual prospects and customers. Using behavioral targeting, web analytics can play a far more direct role in engaging customers, improving customer experiences, and increasing sales, by enabling companies to deeply personalize their communications and interactions.

    Akin Arikan - July 9, 2010
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  • Split Testing Framework

    Split Testing Process

    This article presents a framework for split testing. From an overview of the most common techniques (AB and Multivariate Testing) to the resources needed for testing (People, Process, Technology) and the value it brings to the organization.

    Daniel Waisberg - June 30, 2010
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  • Career Advancement for Veteran Web Analysts

    Web Analytics Career

    Whether you got your start in Web analytics just recently or ages ago, you will inevitably go through the "newbie" stage and come out the other side. You break into the field, gain some skills and eventually find your niche. So now you're a veteran Web analyst, what's your approach to career advancement? It's a tough question that will serve as the focus of this article.

    June Dershewitz - June 22, 2010
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  • Google Analytics Wishlist

    Google Analytics Wishlist

    Even though Google Analytics is great, there is always one or two improvements that wouldn't hurt. This article presents 3 features that could enhance the tool: Adsense ecommerce integration, Marketing Campaign Import API and Website Optimizer & Webmaster tools integration.

    Daniel Waisberg - June 18, 2010
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  • Web Analytics Tools: Question Generation Machines

    Web Analytics Tools: Question Generation Machines

    The most important question in web analytics is “Why?”. The answer to every “Why?” in web analytics is also “Why?”. This is one of the (many) great challenges in the field, but it is also what keeps the practice of web analytics fresh and interesting. There is no end point. There is no perfect site. There is only “Why?”. Having said that, there is sometimes a “Because of...” - but that usually means “Probably due to...”.

    Emer Kirrane - June 17, 2010
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  • The Choice Is Stark: Segment Or Die!

    Avinash Kaushik - Segment or Die

    There is a reason your analytics data does not make any sense. There is a reason you are unable to find an iota of insight that you can action. There is a reason you feel data is your enemy. You see, you are not following one of the holiest of holy covenants when it comes to data analysis: Segmentation. Article contributed by Avinash Kaushik.

    Online Behavior - June 8, 2010
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  • Running a Web Analytics Company: Challenges and forbidden topics

    Running a Web Analytics Company

    This really feels like a “kiss and tell” article. Here’s why: Our industry is very collaborative. We share tips and tricks, from campaign tracking to multivariate testing. But pricing? Compensation strategies? Competitive bidding? Nah, we keep those secrets to ourselves.

    Robbin Steif - June 5, 2010
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  • Web Analytics Association: a Special University

    Web Analytics Association

    The Web Analytics industry is very unique. Learn more about how the Web Analytics Association came to life and where it is heading, including the benefits of being a member.

    Daniel Waisberg - May 25, 2010
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  • Test Segmentation for Higher Conversion Rates

    Test Segmentation for Higher Conversion Rates

    Testing is one of the most important techniques when it comes to website optimization. It shows us what the users like, how they react to design, which content they are looking for, which offer is more attractive, and so on. However, "users" are not a bunch of robots with the same needs and tastes.

    Daniel Waisberg - May 22, 2010
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