The implementation of an analytics, testing or targeting tool is a crucial step to a successful website. It allows the analyst to trust the data and take data driven decisions. An accurate Marketing Measurement enables the marketer to allocate budget to the most profitable acquisition channels and to provide the best user experience to both new and returning visitors.

  • Web Analytics Process - Measurement & Optimization

    Web Analytics Process

    This article proposes a Web Analytics Process framework that shows the steps and the flow that should be present when implementing Web Analytics in organizations with the objective to improve the experience of online customers. The process will enable companies to create a powerful data-driven culture, to measure customer interaction with the website, to segment visitors and understand how each group behave, to analyze campaign Return On Investment (ROI), and to optimize the website in order to increase profitability.

    Daniel Waisberg - March 1, 2011
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  • Tag Management Systems by Josh Manion (Ensighten) [video]

    Tag Management Systems

    In this presentation, Josh Manion, Founder & CEO of Ensighten, talks about the Tag Management revolution, why using a Tag Management system (TMS) is as important as a Content Management System (CMS).

    Online Behavior - November 30, 2010
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  • Data Privacy? Do Your Part: Analytics User Management

    Web Analytics user management

    This article goes over a critical aspect of Web Analytics: managing access to data. A few issues are discussed when it comes to user management such as privacy, relevancy, internal competition and hierarchical level. Emer Kirrane also provides tips on how to manage your data access intelligently.

    Emer Kirrane - November 16, 2010
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  • Analytics And Testing: What Comes First?

    Web Analytics And Testing prioritization

    Should you start the conversion optimization journey with a test or with a deep data analysis? The answer, inevitably, contains the expression "it depends". The answer to the question differs radically between two segments: companies that are new to analytics and testing & companies that are veteran conversion optimizers.

    Daniel Waisberg - October 5, 2010
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  • Integrating Web Analytics & CRM by Adam Greco Part III [video]

    Integrating Web Analytics & CRM

    In Part III, Adam goes over an implementation of Sales Force and Google Analytics and also discuss the high value that could come from an integration of CRM and Behavioral Targeting data.

    Online Behavior - September 16, 2010
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  • Integrating Web Analytics and CRM by Adam Greco - Part II [video]

    Integrating Web Analytics and CRM

    In Part II, Adam talks about the big gap between Web Analytics and CRM. He uses a day life scenario to show which system has which information and demonstrates the gap that is formed for the lack of integration between the systems. He also goes over an implementation example and how it can be sed to improve data-driven decision making.

    Online Behavior - August 24, 2010
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  • Integrating Web Analytics & CRM by Adam Greco - Part I [video]

    Integrating Web Analytics & CRM

    Web Analytics is great at helping B2B companies see what happens before a visitor becomes a lead. CRM systems are great at knowing what happens before a lead becomes a customer. Learn how to integrate Web Analytics and CRM systems to achieve a synergistic effect. In Part I, Adam tells us why CRM and Web Analytics are like Reese's Peanut Butter cups: when you put chocolate and peanut butter together you get a high synergy. He goes over the main advantages of integrating both systems.

    Online Behavior - August 19, 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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  • Always Be Testing: Guide to Google Website Optimizer [book review]

    Always Be Testing: The Complete Guide to Google Website Optimizer

    This book covers techniques needed in order to extract the most value out of testing. It provides examples and how and where to get started rich examples that demonstrate the power of testing when it comes to improving conversions and revenue.

    Online Behavior - April 22, 2010
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