Analytics Articles

The articles below focus on Web Analytics & Optimization, the art and science of improving websites based on the analysis of visitors' behavior. They focus on analyzing and optimizing marketing efforts, turning new visitors into customers and returning customers into loyal friends. Learn a broad range of techniques (such as social media, segmentation and other website optimization) in order to increase revenue.

Stephane Hamel shares a framework he uses as part of the Online Analytics Maturity Model to evangelize the role and benefits of an Analytics Competency Center. Learn how to tame the three heads of Online Analytics.
Stephane Hamel -
Web analytics has an identity crisis. Everyone recognizes that we no longer do (only) web analytics, we deal with many different data sources. From social to app, the website is not our only source of data. We work with digital data. Learn more about the differences of Web and Digital Analytics and an alternative way going forward.
Justin Cutroni -
As an analytics practitioner who does real analytics globally for a large Internet brand, I believe that definitions are important. The best, world-class companies create governance around data definitions and define other core business concepts. Learn more about what analytics is and is not.
Judah Phillips -
It's said that common sense isn't common. I'd always scoffed at this sentiment until I started getting insights into the analytics of some pretty big companies. Not mom and pops or small businesses, but experienced consultants and big business. It seemed to me that even the experienced people tend to make some pretty common mistakes, all of them very easy to fix.
Kent Clark -
Over the years I have seen all kinds of definitions for web analytics. Some are over simplified, some are just plain wrong and biased toward agencies and vendors. Some blog posts claim to offer a definition while they simply rant about how hard web analytics is and what it should or should not be. What is a good definition?
Stephane Hamel -
Segmentation is one of the most important features of any web analytics package, and Google Analytics is no exception. If you're regularly looking at your overall site stats and user behaviour, then you're looking at all visitors bundled together. Do you think it's appropriate to be looking at visitors who are engaged and loving your site in the same set as visitors who bounce? Do you think you're learning anything from the average?
Alistair Dent -
Some e-businesses are willing to accept the two to five percent conversion rates that have been standard for e-commerce for many years now. Not so for some of the more successful e-business professionals, who endeavor to recover lost orders and win back the loyalty of customers before they are lost forever.
Geoff Galat -
We all like to think we're rational beings. When faced with a decision, we like to think we'll carefully weigh the pros and cons of each possible course of action, then base our decision on a logical analysis. But it just isn't so. Social scientists have shown that decision-making is largely unconscious and automatic and can be manipulated by savvy marketers. Learn more about how those principles apply on Online Experiences.
Michael Straker -
Since most websites require using multiple page tags (for Analytics, Testing, Targeting and more), and in most companies IT is needed for adding or changing tags on the website, marketers grow increasingly frustrated with delays in implementation and their lack of control. Enter the Tag Management System (TMS) world to empower the marketer and give them control.
Auria Moore -
As the Internet focuses more on content, especially high-quality content, as a way to keep visitors engaged, blogs both large and small need to find effective and efficient ways to find out exactly what works, and what doesn't. Creative use of a web analytics solution combined with a determination to listen to the data rather than one's own "gut feeling", can lead the way to better content and better websites.
Jordan Louis -