Registration is now open for ACCELERATE 2014 in Atlanta, Georgia on September 18th. Reserve your spot today at Eventbrite — tickets are only $99 USD!


Archive for April, 2008

Coremetrics and SiteSpect: Global Web Analytics Wednesday sponsors!

As Web Analytics Wednesday continues to gain momentum around the world leading into what is shaping up to be the largest event in WAW history in San Francisco on Tuesday, May 6th, I am pleased to announce that Coremetrics and SiteSpect have both signed on to be global sponsors of this event.

You can read the press release here but the essence of this announcement is that these great companies share my vision for what Web Analytics Wednesday is becoming — the largest and most widely recognized gathering of web analytics professionals in the world. In sharing the vision, their management teams have graciously decided to provide financial support to allow Web Analytics Demystified provide more reimbursement to a larger number of events around the world.

Starting today, we are pleased to be able to help emerging Web Analytics Wednesday chapters cover the cost of providing food and drink to participants. You can read about the WAW sponsorship policy here and if you have any questions please don’t hesitate to write me directly.

On behalf of myself, my wife Amity who provides event support, June, and every Web Analytics Wednesday host and participant around the world I want to thank Coremetrics and SiteSpect for their vision and contribution. So far in April nearly 700 people have signed up to participate in Web Analytics Wednesday and we’re well on the way to beat my goal of 5,000 participants worldwide in 2008!

In other Web Analytics Wednesday news …

I am especially excited about the San Francisco event because Coremetrics, ForeSee Results, SiteSpect, and Tealeaf have all made significant sponsorship donations, giving us quite a lot of lattitude to entertain. It looks like our efforts are paying off as the sign-up list is a virtual who’s who of web analytics thought-leaders, practitioner talent, and consulting genius!

Published on April 28, 2008 under Vendors, Web Analytics Wednesday

Europe and the Web Analytics Association

Regular readers know that I travel to Europe twice a year to do business and work with my partners Satama and LBi/OX2. During my most recent trip I was delighted to have more time to talk at length with a wide variety of companies, practitioners, and thought leaders and a few things stood out in my mind after these conversations:

  1. The European market is not unlike the U.S. market in terms of practitioner experience and overall thought leadership. I reported this after my last trip based primarily on survey data, but have been delighted to verify that there are some really amazing people doing some truly great things “across the pond.” This includes end-users and analytics managers inside companies and thought and practice leaders like Steve Jackson at Satama, Aurelie Pols and her team at LBi/OX2, Dennis Mortensen, Lars Johannsen, Oliver Schiffers, Marianina Chapin, Brian Clifton, and a whole lot of folks I’m forgetting to list! In a way, Dennis Mortensen recently became the “Avinash Kaushik” of Europe, a full-blown analytics evangelist!
  2. The European market is different than the U.S. market in terms of investment in web analytics, although less so that I previously believed. After countless conversations about technology, people, and process, I kept coming back to the same conclusion: Europe is somewhere between two and four years behind the U.S. in terms of investment in web analytics. More specifically, I believe that the northern countries (Nordics, UK, Holland, primarily) are more like the U.S. in terms of their investment and, broadly speaking, the lag-behind time increases as you move further south. My evidence is anecdotal to be sure, but when I tested the theory most people working for pan-European organizations agreed — do you?

Based on these two points I come to the inevitable conclusion that Europe is about to really take off in terms of the adoption and use of web analytics. Those of you keeping track will recall that it was about two years ago that the practice of web analytics really started to accelerate here in the U.S. I think that the northern European countries especially are about to begin this same type of rapid adoption/expansion we’ve seen over the past two years, which is excellent news!

Now, some of you are certainly saying “well duh, Peterson” either because you work for a U.S.-based vendor who has been bulking up in Europe for the last 12 months, or more likely because you’re European and are experiencing what I’ve described first hand. Fair enough. But my point is not that Europe is running behind the U.S. in adoption of analytics; my point is that European practitioners, consultants, and vendors are in a different place than their U.S.-based counterparts and thusly would benefit from a different support organization than we benefit from here in North America.  Specifically, I believe that Europe should have its own Web Analytics Association.

Yep, I think we need a EuWAA.

Because the needs of European practitioners, vendors, consultants, and even the European media are different, I increasingly suspect that a North American-based WAA may not be best suited to provide the same type of great opportunities, educational events, and benefits we appreciate in the U.S. and Canada. And, while I agreed to not name names, I think some European WAA members don’t disagree with this assessment and would relish the chance to provide/receive additional value from a more locally run association.

A sister organization in Europe, one governed by a European Board of Directors and funded primarily by European vendors and consulting firms, would invariably be better able to serve the needs of specific markets at different stages of analytics maturity. The EuWAA could set country-specific pricing, have both regional and pan-European events, and make decisions that were carefully focused on the needs of different European constituencies.

I’m not saying anything is wrong with the current WAA; I think that the current and past board’s of directors have done a good job working to include European members in the decision making process and overall value chain.  I’m saying is that there is an opportunity to “think different” (to quote Jim Sterne) and consider how a more regional focus might be better for everyone. The NaWAA could focus on North American events, opportunites, outreach, and issues and create even more value for members here in the states and Canada.  And the NaWAA and EuWAA could work together to provide value for emerging markets across the globe.

In terms of funding, I would propose that A) there are a ton of European vendors who would be willing to support the EuWAA, B) that the U.S.-based vendors looking to expand into Europe would be motivated to support the group, C) European companies and practitioners would be more likely to support a European organization focused on the specific needs of European businesses and D) it would be very appropriate for the NaWAA to provide seed capital to this new, sister organization.

Web Analytics Demystified would gladly join as a founding member since we’re a global organization!

I don’t want to get into more specifics here, but if you have an open mind you might see that the idea makes a ton of sense and that a lot of the necessary work has already been done. And while I’m not 100% sure which of the European citizens running for the WAA Board have been elected, between those fine folks, the European thought leaders, and forward thinking European vendors and consultancies, I firmly believe that EuWAA can be done successfully.

I also believe, while some will argue this, that the Web Analytics Association in general will be better for breaking up into regionally focused sister organizations. Because our practice is still relatively young, there is undoubtedly differential geographic maturation and I think this needs to be recognized and treated appropriately.

Anyway, I just wanted to put the idea out there. With the annual meeting/party happening in a few weeks in San Francisco it seemed like as good a time as any to bring EuWAA up and get people talking.

Published on April 21, 2008 under Random Thoughts, Web Analytics Association

Now I too am a lazy blogger …


Because I have finally, after much goading, joined the Twitter generation. It took Aaron Gray from WebTrends and like 11 beers (which I felt this morning, mind you) after a very successful Web Analytics Wednesday event here in Portland to get me to join Twitter. Hell, I didn’t even join after meeting Biz Stone and boating around Rotterdam with him last summer (sorry Biz!) But Aaron made me wonder who Twitter streams might be used in the engagement calculation so like a cat to milk I went running.

Incidentally I did not say “Twitter has no value” or at least I don’t think I said that.  I suspect there was some qualification involved (although see my above comment about 11 beers … sheesh!)

Thanks Aaron. Yet another excuse to play with my iPhone, not my kids. You rule.

Want to follow me? I’m easy to find!

Published on April 18, 2008 under Random Thoughts, Web Analytics People

Free IndexTools: Analysis and Market Implications

Last Wednesday I had the honor and pleasure of helping break the story about Yahoo’s acquisition of IndexTools. My post was pretty well received, generating over 40 comments and a handful of citations in the popular press. In that post I speculated two things:

  1. That Yahoo! would offer IndexTools at no charge by Christmas 2008
  2. That this acquisition was potentially a permanent game changer

This morning Dennis Mortensen sent me an email with the following message:

“your predictions was not that far off!
:-)”

At his blog Dennis announced that Yahoo! was now waiving all fees for current clients, essentially making IndexTools free. Dennis also announced that current IndexTools partners would be able to deploy new IndexTools implementations free of charge. Finally, Dennis commented that for the time being IndexTools would be closed to new customers, giving Yahoo! a chance to determine what their next move would be.

Christmas, Tax day, whatever. Free is free.

While I am already on record as believing that Yahoo made an excellent strategic move in acquiring IndexTools, the “make it free now” decision is absolutely freaking brilliant and the guys who pulled the trigger deserve a medal.

In one fell swoop, Yahoo! and IndexTools:

  1. Assuage all of the fears of current customers regarding the transition, any hiccups, etc. by offering the best possible olive branch in the world: free stuff! Worried about the transition? Okay, don’t pay us. Concerned about your data? Okay, don’t pay us. Don’t like Yahoo! that much? Okay, don’t pay us.
  2. Create instant demand for the product, and an instant revenue stream to the few companies that have been loyal to IndexTools all along. Imagine your glee if you woke up this morning and learned that you’re part of a limited channel able to offer IndexTools at no charge to your clients? I know I’d be pretty happy!
  3. Serve notice to your competitors, whoever those competitors are, that you are not messing around and they need to get their act together quick. Regardless of what Google says (or rather, has not said) and what Omniture says, IndexTools directly competes for both of their business (and everyone else in the sector to be sure.)

This third point is important, and it speaks directly to why I think this acquisition changes our market more or less forever. So far the team at Google Analytics has been eerily silent — or if they have spoken I have missed their comments — but I have already talked to multiple people who have basically said, “It’s a no brainer, I’ll deploy IndexTools and either run Google Analytics for validation or drop GA entirely.” More importantly, I’m talking to some pretty bright consultants that are chomping at the bit to get away from having to make excuses and write hacks to make Google Analytics do stuff it is not designed to do (screen scraping, really?!) and use a more full-featured application.

It’s not that Google cares all that much I suspect; rather I think they’re more than happy to have a real competitor in the free market, especially one that offers a logical “step up” from the basic functionality that Google Analytics has to offer. I won’t be surprised at all if Brett Crosby publicly welcomes Yahoo! (back) into the web analytics arena in the same way he welcomed Microsoft to the game last year at Emetrics. I’ll be less surprised if Google’s Analytics Evangelist has a happy post about IndexTools sometime this week, especially given his historical evangelism for IndexTools and professed respect for Mr. Mortensen.

The real challenge I see on the horizon is for the paid service providers, especially those focusing largely on the mid- to higher-end of the market (which is to say everyone.)

Consider the following:

  1. Like it or not, IndexTools is pretty much as good as most of the best analytics offerings out there today. It may not be as pretty, it may not be as “AJAX-y”, it may not be as fast, but this is an offering that goes toe-to-toe with the “mass market” analytics offerings from all the major vendors and in my opinion is every bit as good. Why would I say that? Simple, I have been running IndexTools on my web site for the past six months. IndexTools is not easy, but it is no more complicated than anything else out there (IMHO.) If you look around at comments and what some people are saying you’ll head the same thing over and over: Companies of all sizes have been selecting IndexTools for years based on rich, comparative functionality made available at an affordable price point. IndexTools has great filters, great segmentation, great custom report building tools, great extras like color coding, notes, and dashboards. Did I mention it is now all available for free?
  2. The complaints about IndexTools are, for the most part, underwhelming. One (nameless) vendor has said that IndexTools is inferior because it wasn’t included in the last Forrester Wave and JupiterResearch constellation. The same vendor said that IndexTools is inferior because someone else said most of their clients are SMBs. The same vendor tries to created FUD around the data center being in Eastern Europe. The same vendor says that IndexTools doesn’t have “deep domain expertise” or “specialized services” The problem is that A) both Forrester and JupiterResearch focused only on U.S.-based vendors and (I believe) excluded IndexTools based on geography, not functionality, B) IndexTools does have some very large clients (Vodafone, PriceRunner, Tesco, ToysRUs — read this interview with Dennis Mortensen for details), C) I suspect Yahoo! will be doing some work on the data collection and reporting architecture over the next few months, and D) IndexTools is very likely to follow Google’s model of relying on external web analytics experts to provide expertise and specialized services (YAAC, right?)
  3. The valid complaints about IndexTools are either being addressed currently or are likely to be addressed very shortly. Phil Kemelor from Semphonic who also does some work for CMSWatch has looked at the major analytics applications perhaps more than a normal human being should in the process of writing his really, really big book on web analytics tools. Regarding IndexTools, Phil said the following:

“IndexTools does not offer the functionality that distinguishes it from Omniture and WebTrends — for example the ability to analyze unaggregated data from a graphic UI and to perform repeatable Excel reporting. For now, you must use regular expressions to analyze unaggregated data and do manual updates of Excel…just like Google Analytics.”

Good assessment, Phil, and a reasonable critique of IndexTools except. I would only offer that all the major vendors require add-on applications to analyze truly unaggregated data from a graphic UI (Omniture Discover, WebTrends Visitor Intelligence, etc.) and on this point IndexTools has already showed quite a lot of people “Rubix” which is the inevitable response (and which I sincerely hope that Yahoo! decides to release, even if they make us pay something for it.)

Personally I think that the ability to analyze unaggregated data should be in a separate interface, one designed for expert users working in the web analytics hub, and that IndexTools following the SiteCatalyst/Discover, WebTrends Analytics/Visitor Intelligence, NetTracker/NetInsight, etc. model is the right decision.

Regarding the “repeatable Excel reporting” … in my interface under “Settings” I have something called “Scheduled Email Reports” that seems to work pretty well. I can add a bunch of reports and schedule them for delivery in whatever format I choose; It’s not exactly what I want (having used HBX Report Builder, still the gold standard for Excel integration IMHO) but it certainly fills an important need for web analytics practitioners. This may be an IndexTools 10 feature that I am a BETA tester for, which may explain the confusion …

Finally, I would personally offer that Google Analytics and IndexTools are (in their current state) dramatically different applications targeting very different audiences. I am sure to take endless shit for this but I believe that Google Analytics is a great entry-level tool, something designed to seem “easy” and get folks used to the idea of doing web analytics on a professional level; IndexTools is not a great entry-level tool, rather it is a rich analysis engine that is the next logical “step up” from Google Analytics for practitioners and companies needing robust segmentation, customization, and drill-down capabilities.

Don’t believe me? Go to Google Analytics and create the following segment then apply it to your most commonly used reports:

In the body of the document, which I hope I am okay quoting a little bit from, Phil also says (and I paraphrase) that IndexTools strengths include “on-screen drill down detail in reports; ad-hoc analysis features; dashboard presentation and customization” and that in addition to the weaknesses listed above, that a weakness is that IndexTools requires the “manual entry of distribution list recipients.”

Those of you who have seen Phil’s book know that he has done an absolutely amazing job summarizing the strengths and weaknesses of each tool. In his conclusions, Phil has says the following:

“IndexTools should receive consideration if you want a well-priced, commerce-focused reporting solution and do not want to pay Omniture, WebTrends, or Coremetrics prices. If most of your users are part-time analysts and marketers who basically need reporting, IndexTools may be a reasonable selection. If you require complex slicing and dicing, IndexTools should still be on your list. Automated data integration and multiple sites with huge volumes of traffic and multiple campaigns may present challenges to IndexTools. However, because the company has a history of accommodating custom requirements, you should consider the possibility of IndexTools meeting your needs even though you want something outside of their standard feature set.”

My interpretation of this is more or less “look at IndexTools” as part of your consideration process. There are instances where IndexTools may not be appropriate — absolutely true, no application is all things to all people — but if you compare the assessment above to the conclusions provided for Omniture and others I think you’ll see a favorable recommendation for IndexTools (at least I did.) If you’re interested in reading the rest of what Phil had to say, I strongly recommend buying a copy of The Web Analytics Report 2008 from CMSWatch.

Some things are missing in IndexTools 9, mostly the ability to create custom metrics (something I have become pretty used to in Visual Site), and a couple other minor things I like to see in a mass-market analytics solution but I think there are quite a few people who will be willing to look the other way on small points like this given the price point. My basis for saying this? Simple, a rumored 1.2 million Google Analytics deployments and the army of people willing to look the other way regarding the limitations in GA …

Which brings me to why I believe IndexTools is a permanent game changer:

  1. The paradigm shift I cited in my last post on the subject is going to happen a lot sooner than some people thought. Now, if you know an IndexTools partner, or soon if not, companies really don’t have to worry about the vendor selection process. If you’re new to web analytics you can get Google Analytics; if you’ve pushed past the limited functionality in GA, you can get IndexTools. Total cost for tools: nothing. Companies will be able to (finally) focus on how the tools are used and the process of doing web analytics, not haggle with vendors over pricing, fight with IT over implementation, etc., which is exactly where we need to be. Web analytics is not about the tools, web analytics is about how the tools are used to improve the business.
  2. The existing for-fee vendors have been served notice and will have to figure out a better sales proposition than “the competition sucks.” I’m willing to be wrong on this point, but I don’t think the current “anti-IndexTools” messaging I’m hearing is likely to hold up under scrutiny. Eventually buyers are going to realize that they’re talking to sales people, some of whom are somewhat integrity-challenged, who will say anything to get them to look away from Yahoo’s offering. This rocks, in my opinion, because it spells the end of the negative selling that has been a hallmark of some vendor’s capabilities. Let’s focus on what makes you truly different, given that I can get something very similar for free, huh? As far as the claim that IndexTools sucks because the analysts don’t cover it? Um, are you sure?
  3. For the existing for-fee vendors to continue to thrive, they will need to move quickly up-market and focus on the needs of a very sophisticated audience. This is really very interesting since it highlights a growing schism between vendors trying to own the Enterprise and those trying to play nice with others. Don’t know what I mean? Look around for things like “Closed-loop Marketing” and the implication that you should be bringing all your Enterprise data into your web analytics system; compare that messaging to the idea of open architectures and the notion of integrating appropriate web analytic data back into the rest of the business. In fact, now that the pricing battle is coming to an end, I think that this is the next really interesting conversation we’re going to have …

So we start to focus on the application of the tools, not the tools themselves. Game changing. The vendors are forced to refine both their offering and their sales process. Game changing. Consultants have better free tools to work with. Game changing. Web analytics technology is pushed further along towards being a commodity. Game changing.

I’m not one to make a bunch of predictions, but I would challenge those of you who disagree with my assessment to set an alert in your calendar for twelve months from today. When the alarm goes off, take a look at the adoption rate for IndexTools, the trading price for OMTR, and the ownership status of the remaining privately held web analytics vendors in the marketplace today.  Again, I am perfectly happy to be wrong about how IndexTools might change the market …

I should reiterate that all of this is not without risks: there is still a lot that could go wrong as Yahoo! integrates IndexTools into their larger offering: the team could become de-focused, key people could leave Yahoo, Microsoft could succeed in their take-over efforts, etc. (and yeah I remember Keylime too, but that was a different time, a different technology, and frankly a different group of people managing the process.)  I am very impressed with what I’m hearing so far and look forward to the evolution of the entire web analytics sector, driven in part by Yahoo! and IndexTools.

Again, congratulations to the teams at Yahoo and IndexTools and, um, Merry Christmas to the few IndexTools partners who will have the market cornered on this technology for the time being.

Published on April 16, 2008 under General Web Analytics, Vendors, Web Analytics People

Getting excited about Web Analytics Wednesday Emetrics

Those of you who regularly attend the Emetrics Marketing Optimization Summit here in the states know that from time to time we hold big Web Analytics Wednesday events in conjunction with the conference.  Especially in San Francisco where the philosophical founder of WAW lives (June Dershewitz!) we like to have big events.

This time June and her partner David are planning a doozy!

Thanks to the very generous support of Coremetrics, ForeSee Results, SiteSpect, Tealeaf, and Jim Sterne (Marketing Optimization Summit) we are having a big party at the Fluid Nightclub on Mission Street (just around the corner from the conference hotel.)

You can download a very snazzy PDF invitation or read the press release about the event.

If you’re coming to Emetrics, even if you’re planning on attending a vendor dinner or just hitting the town, we sincerely hope that you’ll join us at this special Web Analytics Wednesday (on Tuesday) event.  You can register to join us and get all the details here.

Published on April 15, 2008 under Events, Vendors, Web Analytics Wednesday

 


Recent Blog Posts

Team Demystified Update from Wendy Greco
Eric T. Peterson, Senior Partner

When Eric Peterson asked me to lead Team Demystified a year ago, I couldn’t say no! Having seen how hard all of the Web Analytics Demystified partners work and that they are still not able to keep up with the demand of clients for their services, it made sense for Web Analytics Demystified to find another way to scale their services. Since the Demystified team knows all of the best people in our industry and has tons of great clients, it is not surprising that our new Team Demystified venture has taken off as quickly as it has.

Continue reading this article ... ... more from Eric T. Peterson

SiteCatalyst Unannounced Features
Adam Greco, Senior Partner

Lately, Adobe has been sneaking in some cool new features into the SiteCatalyst product and doing it without much fanfare. While I am sure these are buried somewhere in release notes, I thought I’d call out two of them that I really like, so you know that they are there.

Continue reading this article ... ... more from Adam Greco

Hello. I’m a Radical Analytics Pragmatist
Tim Wilson, Partner

I was reading a post last week by one of the Big Names in web analytics…and it royally pissed me off. I started to comment and then thought, “Why pick a fight?” We’ve had more than enough of those for our little industry over the past few years. So I let it go.

Except I didn’t let it go.

Continue reading this article ... ... more from Tim Wilson

Competitor Pricing Analysis
Adam Greco, Senior Partner

One of my newest clients is in a highly competitive business in which they sell similar products as other retailers. These days, many online retailers have a hunch that they are being “Amazon-ed,” which they define as visitors finding products on their website and then going to see if they can get it cheaper/faster on Amazon.com. This client was attempting to use time spent on page as a way to tell if/when visitors were leaving their site to go price shopping.

Continue reading this article ... ... more from Adam Greco

How to Deliver Better Recommendations: Forecast the Impact!
Michele Kiss, Partner

One of the most valuable ways to be sure your recommendations are heard is to forecast the impact of your proposal. Consider what is more likely to be heard: "I think we should do X ..." vs "I think we should do X, and with a 2% increase in conversion, that would drive a $1MM increase in revenue ..."

Continue reading this article ... ... more from Michele Kiss

ACCELERATE 2014 “Advanced Analytics Education” Classes Posted
Eric T. Peterson, Senior Partner

I am delighted to share the news that our 2014 “Advanced Analytics Education” classes have been posted and are available for registration. We expanded our offering this year and will be offering four concurrent analytics and optimization training sessions from all of the Web Analytics Demystified Partners and Senior Partners on September 16th and 17th at the Cobb Galaria in Atlanta, Georgia.

Continue reading this article ... ... more from Eric T. Peterson

Product Cart Addition Sequence
Adam Greco, Senior Partner

In working with a client recently, an interesting question arose around cart additions. This client wanted to know the order in which visitors were adding products to the shopping cart. Which products tended to be added first, second third, etc.? They also wanted to know which products were added after a specific product was added to the cart (i.e. if a visitor adds product A, what is the next product they tend to add?). Finally, they wondered which cart add product combinations most often lead to orders.

Continue reading this article ... ... more from Adam Greco

7 Tips For Delivering Better Analytics Recommendations
Michele Kiss, Partner

As an analyst, your value is not just in the data you deliver, but in the insight and recommendations you can provide. But what is an analyst to do when those recommendations seem to fall on deaf ears?

Continue reading this article ... ... more from Michele Kiss

Overcoming The Analyst Curse: DON’T Show Your Math!
Michele Kiss, Partner

If I could give one piece of advice to an aspiring analyst, it would be this: Stop showing your "math". A tendency towards "TMI deliverables" is common, especially in newer analysts. However, while analysts typically do this in an attempt to demonstrate credibility ("See? I used all the right data and methods!") they do so at the expense of actually being heard.

Continue reading this article ... ... more from Michele Kiss

Making Tables of Numbers Comprehensible
Tim Wilson, Partner

I'm always amazed (read: dismayed) when I see the results of an analysis presented with a key set of the results delivered as a raw table of numbers. It is impossible to instantly comprehend a data table that has more than 3 or 4 rows and 3 or 4 columns. And, "instant comprehension" should be the goal of any presentation of information — it's the hook that gets your audience's brain wrapped around the material and ready to ponder it more deeply.

Continue reading this article ... ... more from Tim Wilson

Automating the Cleanup of Facebook Insights Exports
Tim Wilson, Partner

This post (the download, really — it’s not much of a post) is about dealing with exports from Facebook Insights. If that's not something you do, skip it. Go back to Facebook and watch some cat videos. If you are in a situation where you get data about your Facebook page by exporting .csv or .xls files from the Facebook Insights web interface, then you probably sometimes think you need a 52" monitor to manage the horizontal scrolling.

Continue reading this article ... ... more from Tim Wilson

The Recent Forrester Wave on Web Analytics ... is Wrong
Eric T. Peterson, Senior Partner

Having worked as an industry analyst back in the day I still find myself interested in what the analyst community has to say about web analytics, especially when it comes to vendor evaluation. The evaluations are interesting because of the sheer amount of work that goes into them in an attempt to distill entire companies down into simple infographics, tables, and single paragraph summaries.

Continue reading this article ... ... more from Eric T. Peterson

Funnel Visualizations That Make Sense
Tim Wilson, Partner

Funnels, as a concept, make some sense (although someone once made a good argument that they make no sense, since, when the concept is applied by marketers, the funnel is really more a "very, very leaky funnel," which would be a worthless funnel — real-world funnels get all of a liquid from a wide opening through a smaller spout; but, let’s not quibble).

Continue reading this article ... ... more from Tim Wilson

Reenergizing Your Web Analytics Program & Implementation
Adam Greco, Senior Partner

Those of you who have read my blog posts (and book) over the years, know that I have lots of opinions when it comes to web analytics, web analytics implementations and especially those using Adobe Analytics. Whenever possible, I try to impart lessons I have learned during my web analytics career so you can improve things at your organization.

Continue reading this article ... ... more from Adam Greco

Registration for ACCELERATE 2014 is now open
Eric T. Peterson, Senior Partner

I am excited to announce that registration for ACCELERATE 2014 on September 18th in Atlanta, Georgia is now open. You can learn more about the event and our unique "Ten Tips in Twenty Minutes" format on our ACCELERATE mini-site, and we plan to have registration open for our Advanced Analytics Education pre-ACCELERATE training sessions in the coming weeks.

Continue reading this article ... ... more from Eric T. Peterson

Current Order Value
Adam Greco, Senior Partner

I recently had a client pose an interesting question related to their shopping cart. They wanted to know the distribution of money its visitors were bringing with them to each step of the shopping cart funnel.

Continue reading this article ... ... more from Adam Greco

A Guide to Segment Sharing in Adobe Analytics
Tim Wilson, Partner

Over the past year, I've run into situations multiple times where I wanted an Adobe Analytics segment to be available in multiple Adobe Analytics platforms. It turns out…that's not as easy as it sounds. I actually went multiple rounds with Client Care once trying to get it figured out. And, I’ve found "the answer" on more than one occasion, only to later realize that that answer was a bit misguided.

Continue reading this article ... ... more from Tim Wilson

Currencies & Exchange Rates
Adam Greco, Senior Partner

If your web analytics work covers websites or apps that span different countries, there are some important aspects of Adobe SiteCatalyst (Analytics) that you must know. In this post, I will share some of the things I have learned over the years related to currencies and exchange rates in SiteCatalyst.

Continue reading this article ... ... more from Adam Greco

Linking Authenticated Visitors Across Devices
Adam Greco, Senior Partner

In the last few years, people have become accustomed to using multiple digital devices simultaneously. While watching the recent winter Olympics, consumers might be on the Olympics website, while also using native mobile or tablet apps. As a result, some of my clients have asked me whether it is possible to link visits and paths across these devices so they can see cross-device paths and other behaviors.

Continue reading this article ... ... more from Adam Greco

The 80/20 Rule for Analytics Teams
Eric T. Peterson, Senior Partner

I had the pleasure last week of visiting with one of Web Analytics Demystified’s longest-standing and, at least from a digital analytical perspective, most successful clients. The team has grown tremendously over the years in terms of size and, more importantly, stature within the broader multi-channel business and has become one of the most productive and mature digital analytics groups that I personally am aware of across the industry.

Continue reading this article ... ... more from Eric T. Peterson

Ten Things You Should ALWAYS Do (or Not Do) in Excel
Tim Wilson, Partner

Last week I was surprised by the Twitter conversation a fairly innocuous vent-via-Twitter tweet started, with several people noting that they had no idea you could simple turn off the gridlines.

Continue reading this article ... ... more from Tim Wilson

Omni Man (and Team Demystified) Needs You!
Adam Greco, Senior Partner

As someone in the web analytics field, you probably hear how lucky you are due to the fact that there are always web analytics jobs available. When the rest of the country is looking for work and you get daily calls from recruiters, it isn’t a bad position to be in! At Web Analytics Demystified, we have more than doubled in the past year and still cannot keep up with the demand, so I am reaching out to you ...

Continue reading this article ... ... more from Adam Greco

A Useful Framework for Social Media "Engagements"
Tim Wilson, Partner

Whether you have a single toe dipped in the waters of social media analytics or are fully submerged and drowning, you’ve almost certainly grappled with "engagement." This post isn’t going to answer the question "Is engagement ROI?" ...

Continue reading this article ... ... more from Tim Wilson

It’s not about "Big Data", it’s about the "RIGHT data"
Michele Kiss, Partner

Unless you’ve been living under a rock, you have heard (and perhaps grown tired) of the buzzword "big data." But in attempts to chase the "next shiny thing", companies may focus too much on "big data" rather than the "right data."

Continue reading this article ... ... more from Michele Kiss

Eric T.
Peterson

John
Lovett

Adam
Greco

Brian
Hawkins

Kevin
Willeitner

Michele
Kiss

Josh
West

Tim
Wilson

Contact Us

You can contact Web Analytics Demystified day or night via email or by reaching out to one of our Partners directly.

» Contact Information

Web Analytics Demystified, Inc.
P.O. Box 13303
Portland, OR 97213
(503) 282-2601


Useful Links