With the economy in a seemingly perpetual crisis, businesses are under ever more pressure from their finance and managing directors to ensure all business tools and investments are delivering the desired results.
This includes websites ranging from simple brochure websites to marketing campaign websites to multi-channel international e-commerce solutions with integrated supply chains.
One of the holy grails for digital marketers is to be able to calculate the effectiveness of each stage of a customer journey and to optimise it to increase sales.
While some would have hoped that the often-cited quote attributed to Lord Leverhulme would become a relic of the past, unfortunately companies are still struggling to measure their customer journeys.
The role of the web analyst has changed dramatically, with a diversity of work that didn't exist two or three years ago.
For the sake of our sanity I set about trying to define the role of the web analyst.
In our 2012 Web Analytics Buyer’s Guide published this week, one of the trends we have identified within this industry is the continued importance of people in getting value from web analytics.
One of the contributors to the guide is Jim Sterne, founder of the eMetrics Marketing Optimization Summit and chairman of the Web Analytics Association. At the recent eMetrics Marketing Optimization Summit in London, Jim gave a keynote entitled The Human Side of Marketing Analytics. Below are some of the key takeaways I identified.
Last week we saw Mirror Group Newspapers (MGN) lose its appeal to overturn a privacy action in the French courts by actor Olivier Martinez.
Martinez successfully sued the publishers of the Sunday Mirror in 2008 over an article that was published online about the actor’s then relationship with Kylie Minogue, saying that it negatively affected his reputation in France.
As a web analyst, I have been playing around with Google Analytics for many years now and have increasingly enjoyed watching and waiting for new features that a)add better ability to gain insight about a web business and b) make my life easier!
Features such as custom variables and event tracking have been an absolute gift in terms of being able to understand who visits my clients’ websites, which features are interacted with and what value this delivers my clients.
Frustratingly of course, there are areas where things could just be a little bit better and that’s where (in all honesty) we get to have some fun by re-working the way Google Analytics delivers data by creating hacks and being creative with filters.
Conversion killers can steal revenue from under your feet without you even realising it. This article discusses the common issues that affect web conversions.
What are those conversion killers and how can you twist them to your advantage?
Web analysts brought forth the flame of online behavioral
analysis and fanned those flames into a brilliance that shines a light on
customer insight. And then they became accountants.
Turns out, that's a very
good thing for all of us.
Chris Lake's earlier post How Econsultancy measures Twitter via Google Analytics gave some great insight into how Econsultancy was already tracking Twitter, and what trends it was observing.
However, inward traffic is only part of the picture, and with some additional tweaks it's possible to get a shedload of additional data on Twitter usage which could be used to further improve social media performance.
Many of us use Google Analytics as our day-to-day analysis and reporting tool, it's provided enterprise level analytics to everyone, and turned a legion of website owners into quasi-statisticians.
However, it's not without its flaws and weaknesses. As I've been a Good Boy this year, here are the ten things I'd love to have from Google Analytics for Christmas.