Using Analytics Correctly

Feras Alhalou – Founder E-Nor [interview]

“Analytics is not just about the technology…it’s also about process.”

Feras Alhalou, founder of E-Nor answers the following four questions in an interview with Daniel Waisberg:

Q1. How do you plan for success when using Google Analytics?

A. In The Seven Habits of Highly Effective People, Stephen R. Covey states as habit number 2: “Begin with the end in mind.” In short, determine your ultimate goals, then find the Key Performance Indicators (KPI) for that goal, and track them.

Q2. What is one important tip when using Google Analytics?

A. The key to using Google Analytics is to understand the impact of each channel. Channel segmentation is crucial to understand how people are interacting with your site.

Q3. What do customers generally miss when using Google Analytics?

A. Mostly, people don’t apply what they learn. Beginners should learn the basics and apply them. More advanced users should learn more advanced techniques and apply them. The depth of knowledge only helps if it is applied.

Q4. How do you see the analytics industry moving in the future?

A. There is far more data available now. As a result, data integration is a key need. There are many data integration tools available now, and over time, more will be developed and used.

Feras Alhalou – Founder of E-Nor

Feras Alhalou
Feras Alhlou is a founder of E-Nor, a leading Web Analytics consulting firm based in Santa Clara, California. Feras has been conducting Analytics and Online Marketing training for over five years in the US & Canada, Europe, Asia-Pacific, Latin America and the Middle-East. E-Nor provides analytics training, implementation and consulting to small, mid-size and large organizations including Fortune 500 companies.

Feras led E-Nor to certification as a Google Analytics Certified Partner (GACP) and a Google Website Optimizer Certified Partner. Feras is a blogger (, speaks at industry conferences such as SMX, shares successful case studies on measurement and improving ROI, and his articles and posts are published on WebProNews and the official Google Analytics blog.

Daniel Waisberg

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.