Marketing Measurement is fundamental to any company operating on the internet. Having an accurate and comprehensive Web Analytics tool helps the marketer to understand important insights such as campaign success, customer value and profitability per market segment.
Over the years I have met countless analysts around the globe, be it in conferences, training programs, client meetings or online. Some were true analytics geeks and others were just starting their careers, but one thing that I have always felt was missing, especially for the beginners, is a place centralizing the top resources and programs available. This article is my attempt to provide a good resource list.
Fundamental change and improvements are needed to raise the maturity of digital analytics, a.k.a. web analytics. This article provides some background for this assertion and highlights 3 specific areas of need and opportunity. It is not intended as either a complete list, or even a perfectly defined list. Solutions are directionally indicated, but the article is intended to provoke thought; it is not a detailed roadmap.
When it comes to analytics, I am a big fan of pan-session analysis. Pan-session analysis provides insights across multiple visits by the same person. For almost every website it is an incredibly, powerful way to understand your visitors better. By applying the insights you derive from this analysis, you can further optimize your visitor's experience and conversion rate.
Learn how systems like Google Analytics Multichannel Funnels, and attribution modeling allows us to reclaim control over our ROI, and our ability to effectively use these new measurement tools results in a competitive advantage, and greater efficiencies in marketing spending.
Learn more about user-centric analytics, an extremely valuable approach. It can tell you a lot about your visitors. But, it can go beyond that to tell you more in-depth information about their visits and their habits. It essentially gives you an overview of their behavior, which in turn, provides you with a better understanding of your customers.
The reason the Analytics community is not growing like a weed is because professionals are not confident enough with numbers and charts. In this article Daniel Waisberg discuss three techniques that can be used in order to make the field grow healthily.
In this presentation, Matthew Trifiro explains how to use Customer Lifetime Value, Acquisition Costs, and Retentions Rates in order to increase the conversion rate at every touch point and the velocity of the overal conversion funnel.
Web analytics data is worth nothing if it can’t be used in the correct way. In order for it to be used, it has to be understood. So how do you make data easy to understand? With visualisation of course! But visualising data isn’t as easy as you might think. You have to get it right for both the user and the data.
If analytics is how an organization arrives at an optimal and realistic decision through analysis and data; then, analysis is the process of breaking something complex into smaller parts so we can understand how it works - and optimize it.