Archive for 'Research'

Do You Trust Your Data?

A recurring theme in our strategy practice at Web Analytics Demystified is one of data quality and the businesses ability and willingness to trust web analytics data. Adam wrote about this back in 2009, I covered it again in 2010, and all three of us continue to support our client’s efforts to validate and improve on the foundation of their digital measurement efforts.

Not that I am surprised — far from it — given that the rate at which senior leadership and traditional business stakeholders have been calling us to help get their analytical house in order. It turns out management doesn’t want to “get over” gaps in data quality; they want reliable numbers they can trust to the best of the company’s ability to inform the broader, business-wide decision making process.

To this end, and thanks to the generosity of our friends at ObservePoint, I am happy to announce the availability of a free white paper Data Quality and  the Digital World. Following up on our 2010 report on page tagging and tag proliferation, this paper drills into the tactical changes that companies can make to work to ensure the best possible data for use across the Enterprise. In addition to providing ten “tips” to help you create trust in your online data, we provide examples from ObservePoint customers including Turner, TrendMicro, and, each of whom have a great story to tell about data auditing and validation.

One surprise when doing the research for this document was that multiple companies cited examples of something we have coined “data leakage.” Data leakage happens when business users, agencies, and other digital stakeholders start deploying technology without approval and, more importantly, without a clear plan to manage access to that technology. Examples are myriad and almost always seem harmless — that is until something goes wrong and the wrong people have access to your web traffic, keyword, or transactional data.

The idea of data leakage is one of the reasons that we have teamed up with BPA Worldwide to create the Web Analytics Demystified GUARDS audit service, and unsurprisingly GUARDS audits include an ObservePoint analysis to help identify possible risks when it comes to consumer data privacy. You can learn more about the GUARDS consumer data privacy audit on our web site.

If you’re being asked about the accuracy and integrity of your web-collected data, if you know you cannot trust the data but aren’t sure what to do about it, or if you suspect your company may potentially be leaking data through tag-based technologies, I would strongly encourage you to download Data Quality and  the Digital World from the ObservePoint site. What’s more, if you need help reseting expectations about data and it’s usage across your business, don’t hesitate to give one of us a call.

Download Data Quality and the Digital World now!


Published on November 2, 2011 under Research, Vendors, White Papers

Our Engagement Metric in use at

Those of you who have read my blog for long know that I have written a tremendous amount about measures of visitor engagement online. In addition to numerous blog posts we have published a 50 page white paper describing how to measure visitor engagement and every year I give a half-dozen presentations on the subject. Unlike some people who seem to fear new ideas and others who disapprove of anything they themselves do not create I have long been a champion for evolving our use of metrics in web analytics to satisfy business needs.

But don’t take my word for it, read about how the nice folks at are using a near complete version of my calculation to better understand their audience.

Cool, huh?

The thing I love about this article is that is openly talking about their use of my engagement metric.  What’s better is that their sharing prompted another super-great organization (PBS) to comment that they too have been using my engagement metric for years.


I have been honored to work with several companies in the past three years who have implemented my metric and variations thereof but most treat the metric as a competitive secret. Given that most are in the hard-pressed and hyper-competitive online media world I understand, but I’m certainly happy to see and Chris Meares share their story with the world.

Anyway, check out the article and, if you’re brave, download our white paper on visitor engagement and give it a read. If you are in media and are stuck trying to figure out how to get web analytics to work for you (instead of the other way around) give me a call. I’m more than happy to discuss how our measure of engagement might be able to help your business grow.

Published on October 26, 2010 under Articles, Engagement, Presentations, Research, The Engagement Project

New Data on the Strategic Use of Web Analytics

Recently Google published the results of a Forrester Research study they had commissioned (PDF) to help the broader market understand the use and adoption of free web analytics solution.  Google should be applauded for commissioning Forrester to conduct this work, especially given the quality of the research and the level of insights provided.  Without a doubt, free solutions like Google Analytics and Yahoo Web Analytics are having an impact on our industry and driving change in ways few of us ever imagined.

I really did enjoy the Forrester report, primarily because the author (John Lovett) managed to surface totally new data.  When he first told me that over half of Enterprise businesses were using free solutions I have to admit I didn’t believe him.  In a way I still don’t, but perhaps that’s only because I work with a slightly different sample than he presents.  Regardless, John’s report paints a picture of an increasingly challenging market for companies selling web analytics and a new sophistication among end users.

Speaking of sophistication, there are a few points in the report that I question, and since I have pretty good luck getting feedback from readers on big picture stories I figured I’d bring them up here in the blog.  Before I do I want to emphasize that I am not questioning Forrester or John’s work—I am merely trying to explore some data that I find contrary to my own experience in this public forum.  To this end I pose a handful of questions that I would love to discuss either openly in comments or via email.

The first point I question is the observation in Figure 3 that 70% of companies report having a “well-defined analytics strategy.”  Two years ago my own research found that fewer than 10% of companies worldwide had a well-defined strategy for web analytics.  Last year Econsultancy reported that only 18% of the companies in their sample had a strategy for analytics.  To jump from these low numbers to the majority of Enterprises just doesn’t square with my general experience in the industry.


Remember, the implication of this data point is that 70% of all companies having more than 1,000 employees have a “well-defined analytics strategy.”  According to a 2004 report from the U.S. Census Bureau there were just over 12,000 companies in the U.S. with more than 1,000 employees.  Without assuming any growth between 2004 and 2009, Forrester’s 70% figure would result in over 8,500 companies in the U.S. that have a “well-defined” strategy for web analytics. Does that sound right to you?

Consider that the combined customer count for Omniture, WebTrends, Coremetrics, and Unica combined in the U.S. doesn’t even add up to 8,500 companies.  Even if you use the more conservative 13% who “strongly agree” with Forrester’s statement you end up with over 1,500 U.S. companies.  I may suffer from sample bias, but personally I can barely think of 150 companies that I would identify as having any strategy for web analytics, much less a “well-defined” one.

Most companies I talk to have the beginnings of an over-arching strategy—they’ve realized the need for people and are beginning to reduce their general reliance on click-stream data alone.  But given that I think about this topic from time to time, I think a “well-defined” strategy for web analytics takes into account multiple integrated technologies, appropriate staffing, and well thought-out business and knowledge processes for putting their technology and staff to work.  What does the phrase “well-defined strategy” imply to you?

Similarly, if 60% of companies truly believed that “investments in Web analytics people are more valuable than investments in Web analytics technology” there would be THOUSANDS of practitioners employed in the U.S. alone.  But again, every conference, every meeting, every conference call, and every other data point suggests that the need for people in web analytics is still an emerging need.  Hell, Emetrics in San Jose earlier this year barely drew 200 actual practitioners by my count.  How many web analytics practitioners do you think there are in the United States?

Same problem with the rest of the responses to Figure 3 on web analytics as a “technology we cannot do without” (75%) and the significance of the role web analytics plays in driving decisions (71%).  Perhaps I’m talking to entirely the wrong people, perhaps I’m interpreting these data wrong, and perhaps I’ve gone flat-out crazy, but these responses just don’t match my personal understanding and experience in the web analytics industry.

This issue of data that simply does not make sense, while not universally manifest in the report, manifests elsewhere as well. For example, Figure 8 reports on the percentage of application used segmented by fee and free tools:


When I look at these responses and see that 63 percent of respondents using fee-based tools and 50 percent of respondents using free tools claim to be effectively using more than half the available functionality, again I find myself scratching my head. As this data appears to speak to the general sophistication of use of analytics I went back and looked at Dennis Mortensen’s quantitative study of how IndexTools was being used around the world.

Dennis reports that fewer than 10% of his customers were using even the most basic “advanced” features in web analytics (report customization) and that fewer that 4% of his customers (on average) are making any “advanced” use of the IndexTools application. While this dataset is somewhat biased towards European companies who I believe, on average, to be somewhat behind their U.S. counterparts it does provide an objective view in how web analytics are used that seems to directly contradict the self-reported responses in Forrester’s figure 8.

Clearly there is a gap between the responses John collected and the current state of the web analytics market.  Since John is a very smart guy I know part of his rebuttal will include the observation that he surveyed people directly responsible for web analytics (see Forrester’s methodology) and that people in general have a tendency towards positivism. Trust me, my son is the most handsome little boy ever born and my daughter’s beauty is only matched by that of Aphrodite … same for your kids, right?

Given the difficulty associated with gathering truly objective data regarding the use of web analytics, this type of self-reported data is usually what we have to go on.  While Omniture, WebTrends, Coremetrics, and Unica all have the fundamental capability to report data similar to that provided by Mr. Mortensen, it may not be in their best interests to expose underwhelming adoption and unsophisticated use (if that is what the analysis uncovered.)  Ultimately we’re forced to accept these self-reported responses and  then reconcile them against our own views, which is why I’m asking my readers what they think about the data Forrester is reporting!

Regarding these self-reported attitudinal responses on how web analytics is used strategically, perhaps the truth is found in the companies who “strongly agree” with John’s statements.  If we apply this lens, as opposed to the more optimistic view, we get the following:

  • 17% of companies recognize that web analytics is a technology they cannot live without;
  • Web analytics plays a significant role in driving decisions at 12% of companies;
  • 13% of companies have a well-defined web analytics strategy;
  • 9% of companies recognize that investments in people are more valuable than investments in technology

These numbers start to make a lot more sense to me.  Likely the truth, as with so much in our industry, lies somewhere in between, but I would love to hear what you think about these adjusted numbers.  Do the lower numbers make more sense to you, or do you agree with John’s more optimistic assessment?

Unfortunately if the lower numbers are correct the implication is that despite the incredibly hard work that companies, consultants, and industry thought-leaders around the world have done for years we still have an incredibly long way to go before web analytics is recognized as the valuable business practice that you all know it can be!

Regardless I want to state that I do not disagree at all with the fundamental thesis in this report, that “free” is creating a whole new level of interest in web analytics and that, given proper consideration, free is an excellent alternative to paid solutions.  Lacking clear strategy and resources, too many companies have wasted too much money on paid solutions for free to not be compelling.  Thanks to the dedication of the Google and Yahoo teams, the world now has access to great applications that are in some regards more compelling than fee-based alternatives.

While I may not have said this a few years ago, today I honestly do believe that “free” is a viable and appropriate alternative to fee-based solutions. While not appropriate in every situation, it is irresponsible to suggest that any company not willing to fully engage in web analytics should pay for ongoing services and support. Given advances from Google and the availability of Yahoo Web Analytics, any motivated company large or small now has access to a wealth of data that can be translated into information, insights, and recommendations.

Conversely I agree with John (and Jim, and almost ever thought leader I respect) who states that you need to “prioritize your business needs and culture for analytics first and then evaluate the tools.”  This goes back to the fundamental value proposition at Web Analytics Demystified: It’s not the tools you use but how you use them. If you’re not invested in developing and executing a clearly defined strategy for digital measurement, you may as well be grepping your log files.

I would love your feedback on this post, either directly in comments or via email. Thanks again to the folks at Google for making this awesome research freely available and to John Lovett for shedding light on this incredibly important aspect of our sector.  Remember: we are analysts—our jobs are to ask hard questions and then ask even harder ones!

Published on October 11, 2009 under General Web Analytics, Research, Web Analytics Business Process, Web Analytics People

The Truth About Mobile Analytics

Perhaps the only thing hotter than social media right now is mobile. And with good reason — smartphones like the iPhone and Palm Pre are taking our ability to get information to entirely new levels and ushering in an era of “digital ubiquity” that is clearly without precedent. Unsurprisingly business is responding by actively exploring how they can participate in the mobile opportunity, either by optimizing their site for small screens or going so far as to build cool, new iPhone applications to support long-standing offline initiatives.

Fortunately most business owners have learned from past mistakes and are showing interest in measuring the effect of their investment into mobile. But measuring mobile isn’t easy — the sheer diversity of technologies involved and the rapid evolution of the industry has created a monsterous landscape of devices, communication protocols, and requirements.

As a result dozens of companies have sprung up, all making claim to a unique ability to measure the mobile opportunity. Unfortunately some of these companies have decided that relying on hype, hyperbole, and sometimes outright lies are a better sales strategy than building a great product with a unique value proposition. We have seen CEOs bash other CEOs, sales people obfuscate their identity and try and provide “objective” answers, and antics that can only be described as “juvenile.”

Because the mobile opportunity is so great Web Analytics Demystified started taking a closer look at measurement earlier this year. I was fortunate enough to be able to rely on the expertise of folks like Michiel Berger and Thomas Pottjegort at Nedstat, the mobile team at NBC, dozens of analytics end-users, and some of the brightest product managers in the analytics sector tasked with integrating mobile into existing digital measurement offerings.

What I found was a series of surprising truths about how mobile analytics is evolving. Nedstat was kind enough to sponsor this research — and clear disclosure: Nedstat has been measuring and integrating mobile data into their web analytics offerings for years — and I am happy to announce the availablity of this research in a new white paper titled “The Truth about Mobile Analytics.”

You can download this paper from the Nedstat web site for free (but they do ask your name, email, and company name):


We are also holding a special webcast on the subject on June 23rd at 10 AM Central European Time (CET) which is unfortunately quite late in the evening for those of us in the U.S. but quite well timed for Nedstat’s customers. I suspect the webcast will either be repeated or rebroadcast at a later date and time.


Also, if you’re really into mobile and mobile analytics please consider joining us at the X Change Conference September 9, 10, and 11 in San Francisco. More details will be out next week but our mobile sessions will be led by Greg Dowling from Nokia (a company with some knowledge of mobile I am told.)

I encourage everyone to download the paper and give it a read, regardless of your position on mobile and mobile analytics today. As always I welcome your feedback and commentary.

Published on June 11, 2009 under Presentations, Research, White Papers

Is Your Attribution Model Appropriate?

Recently I have spent an awful lot of time thinking about and talking about data accuracy issues in the field of web analytics. The widespread use of cookies as a tracking mechanism and the underlying assumption that “one cookie = one visitor” is a big part of the problem, but cookies are not the only problem. Another problem, one that I actually believe to be more substantial than cookies and visitors, is  the challenge of campaign attribution.

Challenge? What’s hard about campaign attribution? You tag campaigns and web analytics tells you what works, right? You get pretty ROI graphs and click-reports and all that fun stuff? Campaign analytics is easy!


One of the best-kept secrets in online marketing is that most campaign attribution data is completely wrong and the models used to evaluate campaign performance are wholly inappropriate.  The relative nascence of digital marketing practices, combined with conflicting measurement systems and poorly understood interaction between online marketing channels, likely means that hundreds of millions of dollars are wasted annually on marketing efforts that don’t produce their intended results.

Companies are increasingly responding to this observation by re-examining their marketing measurement systems.  Even the most cursory analysis yields a great deal of information about the “campaign attribution problem.”  Popularized recently by Microsoft with their “Engagement Mapping” efforts as well as analysis published by Forrester Research and others, it is clear that the most widely used online campaign attribution model is inherently flawed.

To correct these flaws and begin to improve both the accuracy of measurement and the general understanding of how marketing really works online, Web Analytics Demystified recommends a new approach to campaign analysis.  Dubbed “Appropriate Attribution”, the approach leverages widely available but infrequently used data to triangulate towards the true value of online marketing efforts.

Given that the majority of online advertisers have direct response goals, and that most marketers are still generally unsatisfied with the campaign measurement tools at their disposal, Web Analytics Demystified believes that Appropriate Attribution is the first step towards improving companies’ collective understanding of their digital marketing efforts.

Eventually marketers will have access to robust warehouses of data detailing consumer interaction with online media and advertising, but the adage “you must walk before you can run” is as true in digital marketing as it is in life.  Before business owners and marketers become fully equipped to benefit from complex marketing mix analysis of online and offline channels, they are well advised to address the campaign attribution problem to increase the return on their valuable dollars spent for online marketing efforts.

Thanks to the fine folks at Coremetrics you can read all about Appropriate Attribution and learn how you can start to get a better understanding of your online marketing efforts today.

Download your copy of the Appropriate Attribution paper from Coremetrics today.

Published on April 20, 2009 under General Web Analytics, Research, Vendors, White Papers


Recent Blog Posts

The Downfall of Tesco and the Omniscience of Analytics
Michele Kiss, Partner

Yesterday, an article in the Harvard Business Review provided food for thought for the analytics industry. In Tesco’s Downfall Is a Warning to Data-Driven Retailers, author Michael Schrage ponders how a darling of the “analytics as a competitive advantage” stories, British retailer Tesco, failed so spectacularly – despite a wealth of data and customer insight.

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Creating Conversion Funnels via Segmentation
Adam Greco, Senior Partner

Regardless of what type of website you manage, it is bound to have some sort of conversion funnel. If you are an online retailer, your funnel may consist of people looking at products, selecting products, and then buying products. If you are a B2B company, your funnel may be higher-level like acquisition, research, trial and then form completion.

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10 Tips for Building a Dashboard in Excel
Tim Wilson, Partner

This post has an unintentionally link bait-y post title, I realize. But, I did a quick thought experiment a few weeks ago after walking a client through the structure of a dashboard I’d built for them to see if I could come up with ten discrete tips that I’d put to use when I built it. Turns out…I can!

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Exploring Optimal Post Timing ... Redux
Tim Wilson, Partner

Back in 2012, I developed an Excel worksheet that would take post-level data exported from Facebook Insights and do a little pivot tabling on it to generate some simple heat maps that would provide a visual way to explore when, for a given page, the optimal times of day and days of the week are for posting.

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What I Love: Adobe and Google Analytics*
Tim Wilson, Partner

While in Atlanta last week for ACCELERATE, I got into the age-old discussion of "Adobe Analytics vs. Google Analytics." I'm up to my elbows in both of them, and they’re both gunning for each other, so this list is a lot shorter than it would have been a couple of years ago.

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Top 5 Metrics You’re Measuring Incorrectly ... or Not
Eric T. Peterson, Senior Partner

Last night as I was casually perusing the days digital analytics news — yes, yes I really do that — I came across a headline and article that got my attention. While the article’s title ("Top 5 Metrics You’re Measuring Incorrectly") is the sort I am used to seeing in our Buzzfeed-ified world of pithy “made you click” headlines, it was the article’s author that got my attention.

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Bulletproof Business Requirements
John Lovett, Senior Partner

As a digital analytics professional, you’ve probably been tasked with collecting business requirements for measuring a new website/app/feature/etc. This seems like a task that’s easy enough, but all too often people get wrapped around the axle and fail to capture what’s truly important from a business users’ perspective. The result is typically a great deal of wasted time, frustrated business users, and a deep-seated distrust for analytics data.

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Welcome to Team Demystified: Nancy Koons and Elizabeth Eckels!
Eric T. Peterson, Senior Partner

I am delighted to announce that our Team Demystified business unit is continuing to expand with the addition of Nancy Koons and Elizabeth “Smalls” Eckels. Our Team Demystified efforts are exceeding all expectation and are allowing Web Analytics Demystified to provide truly world-class services to our Enterprise-class clients at an entirely new scale.

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When to Use Variables vs SAINT in Adobe Analytics
Adam Greco, Senior Partner

In one of my recent Adobe SiteCatalyst (Analytics) "Top Gun" training classes, a student asked me the following question: When should you use a variable (i.e. eVar or sProp) vs. using SAINT Classifications? This is an interesting question that comes up often, so I thought I would share my thoughts on this and my rules of thumb on the topic.

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5 Tips for #ACCELERATE Exceptionalism
Tim Wilson, Partner

Next month’s ACCELERATE conference in Atlanta on September 18th will be the fifth — FIFTH!!! — one. I wish I could say I’d attended every one, but, sadly, I missed Boston due to a recent job change at the time. I was there in San Francisco in 2010, I made a day trip to Chicago in 2011, and I personally scheduled fantastic weather for Columbus in 2013.

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I’ve Become Aware that Awareness Is a #measure Bugaboo
Tim Wilson, Partner

A Big Question that social and digital media marketers grapple with constantly, whether they realize it or not: Is "awareness" a valid objective for marketing activity?

I’ve gotten into more than a few heated debates that, at their core, center around this question. Some of those debates have been with myself (those are the ones where I most need a skilled moderator!).

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Advanced Conversion Syntax Merchandising
Adam Greco, Senior Partner

As I have mentioned in the past, one of the Adobe SiteCatalyst (Analytics) topics I loathe talking about is Product Merchandising. Product Merchandising is complicated and often leaves people scratching their heads in my "Top Gun" training classes. However, many people have mentioned to me that my previous post on Product Merchandising eVars helped them a lot so I am going to continue sharing information on this topic.

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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.

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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.

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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.

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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 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.

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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 ..."

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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.

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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.

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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?

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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.

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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.

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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.

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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.

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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).

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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 ...

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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?" ...

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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."

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Eric T.








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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

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