Archive for 'Web Analytics Association'

2012 WAA Award of Excellence

On Tuesday at the Emetrics Summit the Web Analytics Association membership awarded Web Analytics Demystified a 2012 Award for Excellence and dubbed us the “Most Influential Agency” in the digital measurement sector. We are incredibly honored by the award but there are a few folks I forgot to thank at the event that Adam, Brian, John, and I wanted to recognize:

  • Our wives and families, without whom we would not be able to do the work we do
  • Our clients, whose continued support keeps us participating in some amazing analytics around the world
  • Our partners, including Keystone Solutions, IQ Workforce, and eClerx, whose own leadership makes our work better
  • Our sponsors for Web Analytics Wednesday, Analysis Exchange, and ACCELERATE allow us to expand our footprint
  • Our friends throughout the digital measurement, analysis, and optimization community around the world, especially April Wilson who wrote a really nice nomination letter for us

While Web Analytics Demystified can be a facilitator and catalyst for great events, experiences, and engagements, we are only successful because we get such incredible help and support from the community. From each of us to all of you, thank you!

Published on March 8, 2012 under ACCELERATE, Analysis Exchange, General Web Analytics, Web Analytics Association, Web Analytics People, Web Analytics Wednesday

Announcing the Analysis Exchange Scholarship

Continuing our long-standing efforts to support the broader digital measurement, analysis, and optimization community around the globe, I am incredibly happy to announce the creation of the Analysis Exchange Scholarship Fund. You can read the press release and learn more about the effort at the Analysis Exchange web site, but in an nutshell thanks to the generosity of ObservePoint and IQ Workforce we are now able to financially support Analysis Exchange member’s in their efforts to expand their web analytics horizons.

What’s more, as soon as Jim Sterne heard about our efforts, he and Matthew Finlay immediately donated three passes to the eMetrics Marketing Optimization Summit each year — how amazing is that! Tremendous thanks to Corry Prohens, Rob Seolas, Jim Sterne, and each of their teams for their support of our efforts at the Analysis Exchange.

Analysis Exchange members in good standing are encouraged to apply for scholarship funds. We are open to ideas but in general expect these funds to be used for things like:

  • Pay partial travel or registration fees for conferences like ACCELERATE and eMetrics
  • Pay annual membership fees for the Web Analytics Association or other professional groups
  • Pay partial tuition to the University of British Columbia’s Web Analytics courses
  • Pay partial costs for the Web Analytics Association’s certification
  • Pay for books, software licenses, and so on

Quarterly awards will be up to $500 USD per selected applicant and I imagine we will give two or three away each quarter depending on the quality of applications we get. You need to be a member of Analysis Exchange in good standing and have earned very good scores on projects to be eligible.

I hope you’ll take a minute to learn more about the Analysis Exchange Scholarship. I also hope you’ve been helping in the Analysis Exchange and you’re excited to apply for this funding!

If you have any questions about these funds please don’t hesitate to reach out to our Executive Director Wendy Greco directly. I am also happy to answer questions.


Published on January 24, 2012 under ACCELERATE, Analysis Exchange, General Web Analytics, Web Analytics Association, Web Analytics Demystified Business

My New Year’s Resolutions, Demystified

Happy New Year everyone! I hope you had a relaxing and joyous Holiday season and are as excited as I am about what the coming year has in store. While I’m not much for making predictions I am a big fan of making resolutions, both personal and professional. Here are five high-level resolutions that Adam, John, and I have made for 2012:

We resolve to continue to provide great value to our clients.

A consulting business like ours is only as good as the value we provide on an ongoing basis. To that end, all of us are committed to working closely with all of our clients to ensure we deliver business insights and recommendations designed to make our key stakeholders look like heroes within their organizations. While we are intensely proud of the work our client Best Buy has done to become more analytically-minded, we want all of our clients to appreciate the same type of high-visibility wins.

We resolve to have Demystified to evolve with our industry.

You don’t need to be an analyst to see that the “web analytics” industry is changing. Increasingly the work our clients do is less about the “web” and more about the entire digital world, and the people, process, and technology required to analyze and optimize the digital world are different than those we have used in the past. We started thinking about this transformation back in 2009, but at Web Analytics Demystified we are committed to adding resources and knowledge to be the best guides possible as our clients begin to leverage digital business intelligence and data sciences.

We resolve to continue to provide great support to the measurement community.

Web Analytics Demystified is fortunate to be more than just a consultancy, we are part of the foundation of the entire digital measurement community around the world. Through our Web Analytics Wednesday event series, our Analysis Exchange educational efforts, our support for the Web Analytics Association, and now our ACCELERATE conference series we are able to connect with analysts around the world. In 2012 we resolve to do more for the community — watch our web site for news in the coming weeks about all of these efforts.

We resolve to provide more web analytics education in 2012 than ever before.

Our educational effort, Analysis Exchange, has succeeded beyond expectation since it’s inception in 2010, thanks largely to the efforts of Executive Director Wendy Greco. With nearly 1,700 members and nearly 200 completed projects, the Exchange has become the de facto source for hands-on web analytics education. But we believe we have found a way to do even more with the Exchange in 2012, creating more projects and opportunities for any individual motivated to break into this industry.

We resolve to make ACCELERATE the best small digital measurement conference in the world.

In 2011 we tried something new with the ACCELERATE conference. While mistakes were made, and an awful lot of nice people weren’t able to join us due to demand, we believe we are converging on an innovative conference format that will continue to be 100% free to attend. But we promise to not just stop when we find something that works — we are resolved to push ACCELERATE to be the most engaging, most fun, and most valuable small event in the industry.

How about you? What are you resolved to do in 2012?

Published on January 9, 2012 under ACCELERATE, Analysis Exchange, General Web Analytics, Random Thoughts, Web Analytics Association, Web Analytics Wednesday

Finally! Standards come to Web Analytics

Last week I had the pleasure of traveling to Columbus, Ohio to participate in Web Analytics Wednesday, hosted by Resource Interactive’s Tim Wilson and generously sponsored by the fine folks at Foresee. We opted for an “open Q&A” format that turned out pretty well. Turns out the web analysts in Ohio are a pretty sharp bunch so all of the questions I fielded were of the “hardball” type.

One question in particular surprised me, and the answer I gave forced me to elucidate a point I have been pondering for some time but have never voiced in public. The question came from Elizabeth Smalls (@smallsmeasures, go follow her now) who asked, and I paraphrase, “How can we best explain the differences in the numbers we see between systems?” and ”Is there any chance the web analytics industry will ever have ‘standards’?”

Long-time readers know I have followed the Web Analytics Associations’s efforts to establish standards closely over the years, helping to create awareness about the work and also pushing the Association to “put teeth” behind their definitions and encourage vendors to either move towards the “standard” definitions or, at worst, elucidate where they are compliant and where they differ from the WAA’s work.

Sadly the WAA’s “standards” never really caught on as a set of baseline definitions against which all systems could be compared to help explain some of the differences in the data. As a result practitioners around the globe still struggle when it comes time to explain these differences, especially when moving from one paid vendor to another.  But none of this matters anymore for one simple reason …

Google Analytics has become the de facto standard for web analytics.

Google has become the standard for web analytics by sheer force of might, persistence, and dedication. By every measure, Google Analytics is the world’s most popular and widely deployed web analytics solution. Hell, in our Analysis Exchange efforts we focus exclusively on the use of Google Analytics because A) we know that 99 times out of 100 we will find it already deployed and B) nearly all of our mentors have had enough exposure to Google Analytics to effectively teach it to our students.

What’s more, as Forrester’s Joe Stanhope opined the recently published Forrester Wave for Web Analytics, web analytics as we knew it doesn’t really exist anymore:

“Few web analytics vendors restrict their remit to pure on-site analytics. Most vendor road maps incorporate emerging media such as social and mobile channels, data agnostic integration and analysis features, usability for a broad array of analytics stakeholders, and scalability to handle the rising influx of data and activity.”

Joe says “few” vendors remained focused on on-site analytics, but it would be more precise to say “one” vendor — Google — has maintained interest in how site operators measure their efforts with any level of exclusivity and sincerity. In fact, I don’t think we need to call the industry “web analytics” anymore … it is probably more accurate to say we have “Google Analytics” and “Everything Else.”

Everything else is enterprise marketing platforms. Everything else is integrated online marketing suites. Everything else … is all of the stuff that has been layered on top of solutions we have historically considered “web analytics” as a response to an event that can only be accurately described as the single most important acquisition in our sector, period.

Google Analytics is the de facto standard for web analytics, and this is great news.

Assuming you take care with your Google Analytics implementation, whenever there is a question about the data you will have a fairly consistent[1] view for comparison. Switching from one vendor to another? Use Google Analytics to help explain the differences between the two systems! Worried that your paid vendor implementation is missing data? Compare it to Google Analytics to ensure that you have complete page coverage! Not sure if a vendor’s recent change in their use of cookies impacted their data accuracy? Yes, you guessed it, compare it to Google Analytics!

With Google Analytics you have a totally free standard against which all other data can be reconciled.

Now keep in mind, I am absolutely not saying that all you need is Google Analytics — nothing could be further from the truth. Despite a nice series of updates and the emergence of a paid solution that may be appropriate for some companies, I agree with Stanhope when he says that “Google Analytics Premium still lags enterprise competitors in several areas such as data integration, administration, and data processing …”

But that’s a debate for the lobby bar, not this blog post.

If you’re looking for a set of rules that can be universally applied when it comes to the most basic and fundamental definitions for the measures, metrics, and dimensions that our industry is built upon, you don’t have to look anymore. Google has solved that problem for the rest of us, and we should thank them. Now, thanks to Google, we can focus on some of the real problems facing our industry … which again, is a debate best left to the lobby bar.

What do you think? Are you running Google Analytics on your site? Do you use it when you see anomalies in data collected through other systems? Have you used it to validate a move from one paid vendor to another? Or do you believe that the WAA standards already provide the solution I am ascribing to Google?

As always I welcome your opinions and feedback.

[1] Yes, when Google changed the definition of a “session” that impacted their consistency, but once they corrected the bug they introduced it seems the number of complaints has gone down significantly. What’s more, the change made sense and in general we should be in favor of “improving on standards whenever possible” don’t you think?

Published on October 11, 2011 under General Web Analytics, Random Thoughts, Vendors, Web Analytics Association

Amazing news from Analysis Exchange

UPDATED: We got great quotes from the Vice President of Human Resources who hired Jan Alden Cornish that clarify how Analysis Exchange is making a difference when it comes to hiring web analysts.  See below!

If you’ve worked in web analytics and digital measurement for long, or if you’ve ever tried to hire an experienced web analyst, you know that there are not enough qualified, experienced, and well-trained web analysts in the world. What’s more, for the majority of our sector’s development there was literally nowhere someone new could go to get the kind of hands-on education and experience that most hiring managers are looking for. Considered together the web analytics industry has been stuck in a “lose/lose” situation.

The training gap was the central problem we set out to solve in 2009 when we launched the Analysis Exchange. Our goal was to bring “student learners” together with experienced mentors to provide guided education and work to ensure that entry-level analysts were familiar with both the theory and practice of web analytics. Analysis Exchange was designed as a logical “next step” for people who had read books, followed blogs, or taken online training from great groups like the WAA via their University of British Columbia coursework.

What’s more, so that our students would learn to “tell a story with data and analysis” we opted to work with nonprofits from around the globe — a traditionally under-served group when it came to site analysis and insight generation. This turned out to be a great idea, and we are honored every week by a handful of organizations who are willing to help us create valuable training opportunities for our community.

I set a lofty goal for Analysis Exchange when I first announced the effort was open to everyone at the Emetrics Summit in San Jose last May — I wanted to help 1,000 nonprofits and create training opportunities for 500 students. Unfortunately we didn’t meet that goal … but we have made amazing strides, a few of which I’d like to share with you today:

  1. We have grown to over 1,250 members around the world, including 205 nonprofit groups and nearly 650 students. Following the Web Analytics Association we believe Analysis Exchange to be the single largest group of individuals interested in the subject of web analytics in the world — and we’re pretty excited about that!
  2. Our members have completed over 100 projects in the past year. What’s more, our students and mentors have earned awesome scores with an average “likelihood to recommend this mentor/student” score of 9.5 and an average rating for each member’s work of 9.4 (both out of 10.0)
  3. We won a prestigious award from the Web Analytics Association. Analysis Exchange was recognized as the “Most Influential Agency or Vendor” by the WAA at this year’s awards event.
  4. IQ Workforce has just agreed to help us grow and expand our efforts. Given our commitment to incubating new talent within the web analytics community this sponsorship makes great sense (read more about it here) and we’re delighted to have Corry Prohens and his team helping our mentors and students expand their horizons.
  5. We recently had our first student get a full-time job working in web analytics. This more than anything excites me … the fact that Analysis Exchange is working “as designed” for the web analytics community, helping individuals get the experience they need to bridge the gap between “knowledgable” and “employed.”

On this last point I wanted to share a little more detail. We have some pretty motivated mentors and students in the Analysis Exchange. One of our students is Jan Alden Cornish from Carmel, California. Jan has done three projects with us and in one case stepped in and helped out at the very last minute. He’s bright, articulate, and one of the nicest guys you’ll ever meet … so when he called and asked me to provide a reference for him on a job interview I was more than happy to help.

According to Jan:

“Completing three projects with the Analytics Exchange afforded me a rare opportunity to work side by side with seasoned practitioners. Each project had it’s own unique set of challenges. Nothing can replace hands on experience with real data and a need to solve real problems. Digital marketing doesn’t take in an organizational vacuum. These projects also provided me an understanding of organizational context in web analytics takes place.”

We also heard from the Vice President of Human Resources who hired Jan, Cynthia Nelson Holmsky:

“As a major e-commerce website we were recruiting for an E-Commerce Analyst and found an alumni of Analysis Exchange.  While the candidate had many years of business and software analytics, his only web experience was through Analysis Exchange.  However that Exchange experience provided just enough applied web analytics to win him the interview.  During this recruitment I met other candidates with strong business analysis backgrounds who lacked any web experience, and I referred all of them to Analysis Exchange as a great place to learn web analytics and expand their career potential.”

Cynthia clearly understands the challenges facing recruiters and HR specialists looking for web analytics talent (emphasis mine):

“Web analytics is still a young discipline.  Many individuals and businesses want to develop competencies in web analytics, but wonder “Where do you go to develop expertise?”  Many colleges and universities have yet to integrate web analytics into their curricula, or what they cover is not hands-on, so Analysis Exchange is meeting a key need in the marketplace for individuals who want real world experience, while at the same time building supply to meet the demand for web analysis talent in the tech job market.  Plus, the Exchange is meeting the needs of non-profit organizations that normally could not tap into this type of expertise.  Analysis Exchange is a  great idea, and a win-win-win model.

Hopefully Jan will continue to support the Analysis Exchange — as a mentor, now that he is working professionally in the field. I also hope those of you reading this post will consider joining Jan in the Analysis Exchange. Signing up takes less than a minute and there are plenty of projects looking for mentors and students available right now.

Published on May 17, 2011 under Analysis Exchange, General Web Analytics, Web Analytics Association


Recent Blog Posts

Slack Demystified
Adam Greco, Senior Partner

Those of you who follow my blog have come to know that when I learn a product (like Adobe SiteCatalyst), I really get to know it and evangelize it. Back in the 90′s I learned the Lotus Notes enterprise collaboration software and soon became one of the most proficient Lotus Notes developers in the world, building most of Arthur Andersen’s global internal Lotus Notes apps. In the 2000′s, I came across Omniture SiteCatalyst, and after a while had published hundreds of blog posts on Omniture’s (Adobe’s) website and my own and eventually a book! One of my favorite pastimes is finding creative ways to apply a technology to solve everyday problems or to make life easier.

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

Profile Website Visitors via Campaign Codes and More
Adam Greco, Senior Partner

One of the things customers ask me about is the ability to profile website visitors. Unfortunately, most visitors to websites are anonymous, so you don't know if they are young, old, rich, poor, etc. If you are lucky enough to have authentication or a login on your website, you may have some of this information, but for most of my clients the "known" percentage is relatively low. In this post, I'll share some things you can do to increase your visitor profiling by using advertising campaigns and other tools.

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

A Primer on Cookies in Web Analytics
Josh West, Partner

Some of you may have noticed that I don't blog as much as some of my colleagues (not to mention any names, but this one, this one, or this one). The main reason is that I'm a total nerd (just ask my wife), but in a way that is different from most analytics professionals. I don't spend all day in the data - I spend all data writing code. And it's often hard to translate code into entertaining blog posts, especially for the folks that tend to spend a lot of time reading what my partners have to say.

Continue reading this article ... ... more from Josh West

Excel Dropdowns Done Right
Tim Wilson, Partner

Do you used in-cell dropdowns in your spreadsheets? I used them all the time. It's both an ease-of-use and a data quality maneuver: clicking a dropdown is faster than typing a value, and it's really hard to mis-type a value when you're not actually typing!

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

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.

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

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.

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

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!

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

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.

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

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.

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

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.

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

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.

Continue reading this article ... ... more from John Lovett

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.

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

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.

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

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.

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

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!).

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

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.

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

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 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.








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