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 'Web Analytics Demystified Business'

Why I am excited about Webtrends Streams

This morning we are very excited to announce that Web Analytics Demystified has partnered with Webtrends as a consulting and development partner on their recently announced Webtrends Streams platform. You can read all the details in the official Webtrends press release, and I contributed a lengthy post to the Webtrends blog that details why I am so excited about Streams and what we are able to do with it.

In a nutshell:

  • At Web Analytics Demystified we are increasingly seeing clients integrating disparate data as a rule, not an exception, in their reporting and analysis;
  • Because of the disparate and rapidly evolving nature of the connected world, this integration at times becomes complex to the point of being absurd;
  • Experience has shown that “traditional” analytics platforms do a reasonably poor job handling new data (e.g., mobile app data, social data, etc.);
  • I personally do not believe that this pace of change will abate — we will only have “more data” coming from “more devices” from this point forward.

Given all of this, for the past few years I have been on the lookout for a truly robust “generic” data collector — a device that would allow us to tag anything and that would deliver that data to us in a reasonably fast and programatic way. Essentially a log file for, well, everything digital … web sites, mobile apps, social interactions, geographic locations, in-game actions … even turning up the heat in your house or shutting off your lights when you’re not home.

I have seen many solutions that were close … some very close … but I think that Webtrends has solved the problem with Streams.

When you first see Webtrends Streams you’ll think “oh, yeah, real-time data … I have seen that before … it’s useless.” It turns out that the most interesting thing about the platform is not the real-time nature of Streams; that is really more of a “nice to have” than the core value proposition. Also, Webtrends Streams is not for everyone. If you’re not using the analytics you already have with any level of proficiency to create tangible business value … well, you’re probably better off focusing on that first.

But if you’re like an increasing number of Web Analytics Demystified clients, and if you’re ready to start really pushing the envelope with what you’re able to do with the multiple, disparate data your business is inevitably generating, we’d love to discuss Webtrends Streams.

(I will be in San Francisco later this month and if you’d like a live demonstration of the product email me directly and we can set up a time to meet.)

Published on January 16, 2013 under General Web Analytics, Web Analytics Demystified Business, Web Analytics Demystified Partners

Happy New Year from Web Analytics Demystified

On behalf of the rapidly growing team at Web Analytics Demystified I wanted to wish all of my clients, readers, and friends a Happy New Year! I say rapidly growing because 2012 saw unprecedented growth for the Demystified team:

  • In February we added Brian Hawkins to the team to build out our Testing, Optimization, and Personalization practice. Testing has long been a fundamental component of our strategic client engagements, and adding Brian to the team has allowed us to take our support for optimization to entirely new levels. With nearly a year with Demystified under his belt, the one thing that strikes me as most impressive about Brian (and client’s clearly agree) is how he never runs out of great ideas for testing! Check out Brian’s blog to see what he is up to …
  • In September we added Kevin Willeitner to the team to build out our Implementation and Systems Integration practice. One of the most common requests we had from clients following our strategic work has been “can you help us implement your recommendations?” While we have worked in the past with a variety of third-parties and partners, at the end of the day what clients were saying was “can YOU help us …” — it turned out more than anything clients were looking for the seniority and stability that Web Analytics Demystified has long stood for in the analytics industry. When I realized this, I immediately went and hired the best systems integrator I knew, Kevin Willeitner, and not to brag, but Kevin recently helped one of our clients deploy Google Analytics Premium via Ensighten across nearly 50 brand, mobile, and social sites … all in less than 45 days. See what Kevin is thinking about these days …
  • In December, again responding to key strategic clients telling us they were tired of working with junior, unskilled, and inexperienced consultants who ended up creating as many problems as they solved, we added Michele Kiss to the Demystified team to build out our Analysis and Analyst Support practice. Michele is a certified analytics industry rock-star, often referred to as “the voice of analytics,” and has an amazing breadth of experience as an end-user client and consultant. Check out Michele’s blog and learn more about our newest Partner …

Adding Brian, Kevin, and Michele to the team, augmenting the amazing work that John, Adam, and I have long been doing for clients, really amounts to a shift in what Web Analytics Demystified is able to do for our clients. Whereas in the past we have had to rely on other firms, partners, and vendor resources … now clients are able to form a strategic partnership with Web Analytics Demystified and work with the most experienced consultants in the industry, exclusively. In the short span of 12 months we have gone from a largely strategic firm, providing oversight over dozens of moving parts, to a single-source provider of the deepest body of analytics expertise available in the industry today.

Pretty cool, at least for our clients.

I sincerely hope that your 2012 was as amazing, productive, and exciting as mine was, and that you are similarly excited about what 2013 will bring. If you have any questions about Brian, Kevin, or Michele, or how the entire Web Analytics Demystified team might be able to help you expand your use of analytics, don’t hesitate to reach out and we can set up a time to talk.


Published on January 6, 2013 under General Web Analytics, Web Analytics Demystified Business

Welcome Demystifier Brian Hawkins!

Adam, John, and I are incredibly excited to announce that industry veteran Brian Hawkins is joining Web Analytics Demystified to help us expand our offerings around testing, optimization, and personalization of all forms of digital communication. Brian is the most widely recognized expert in the field when it comes to Enterprise-class optimization and personalization technology, integration, and strategy. He comes to us from Offermatica by way of Omniture and Adobe, and we are delighted to build on our support for Adobe’s solutions, adding Brian’s expertise on Test&Target to Adam’s SiteCatalyst-related offerings.

Brian’s offerings at Demystified will look a lot like Adam’s — audits of current implementations, strategic planning for testing and optimization readiness, systems integration architecture and support, and planning support for the entire end-to-end process of site and application optimization in the Enterprise. While Brian’s technology expertise is strongest on Test&Target, his knowledge of what it takes from a teams, governance, and process perspective to be successful transcends platforms and I believe will incredibly valuable to any large business trying to become agile in their optimization efforts.

Brian is taking a little time off before getting started mid-month but I will be adding his blog, a description of his offerings, and more about him to the site very soon. Clients are welcome to contact us directly to set up time to meet Brian (and if you’re not a client you can call too, that is if you have any interest in testing, optimization, or personalization.)

Brian will be with us at Emetrics, Adobe’s Summit in Salt Lake City, and of course he will be presenting at our own ACCELERATE event in Chicago on April 4th. If you’re at any of these events and would like to meet or connect with Brian, please drop me a note.

We hope you will join us in welcoming Brian to the team.

Published on February 1, 2012 under Web Analytics Demystified Business, Web Analytics Demystified Partners

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

Are you in Google+? We are!

Just a quick note at the end of the Thanksgiving holiday to encourage those of you who are still using Google+ to go and circle our new brand page for Web Analytics Demystified:

Circle Web Analytics Demystified in Google+

We have been sharing lots of information about our recent ACCELERATE conference in San Francisco. Moving forward we hope to share more “quick takes” and multimedia content in Google+ as well as hosting Hangouts with greater and greater regularity to discuss the key topics of the day.

Anyway, I hope if you’re in the U.S. you had a relaxing Thanksgiving and if you’re elsewhere in the world you enjoyed the quiet that happens when the U.S. goes offline.

Published on November 27, 2011 under ACCELERATE, Web Analytics Demystified Business


Recent Blog Posts

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