Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity

Use your customers and competitors to help you move the ball forward—to buy a new tool, hire another analyst, kill hideous home pages, spend money on SEM and SEO, and so on.

Figure 3-26 shows a great example, the What’s Changed report in ClickTracks. Figure 3-26: What’s Changed referrers report from ClickTracks Anyone can tell you what your top referrers were this month or last month. The ClickTracks report shows you what you should care about: referrers that rose in their importance this month and those that went down

Look for nonbranded keywords. They will indicate that you are getting prospects—people early in the consideration cycle—and that you are getting traffic at the right level for your branded keywords.

For example, the number-one search by people who come on the keyword Avinash is “compare analytics platforms.” How interesting!

When you start your analysis, start by showing how wonderful web analytics is at measuring Outcomes, the reason for your website’s existence. (Pick up tips and ideas from Chapter 5.) Show your decision makers how much money your website is making, how many leads you got, and macro and micro Conversions. Show them how the site drives traffic to your

Theo defines these terms as follows: Degree The degree of positive or negative Engagement lies on a continuum that ranges from low involvement, namely, the psychological state of apathy, to high. An engaged person is someone with an above-average involvement with his or her object of relatedness. Kind Customers can be positively or negatively engag

Centralization allows the team to develop a common set of tools, standards, and processes that can then be applied across the entire company. No one has to reinvent the wheel. The downside of centralization is that after a few years, in larger companies this team itself becomes the bottleneck to making data-driven decisions. As a centralized team,

Search is an essential acquisition channel for most online businesses, and it is also the source of a good amount of our analysis.

You are a part-time analyst or a professional consultant. You are hired to do Omniture analysis at a company, and you find that even a 3–5 percent error is a big deal because of small overall numbers for the site. You then spend hours and days trying to make data collection more accurate. This is a terrible use of time and resources. If you work fo

It’s important to know that if you must overlay your own opinions and interpretations to understand the metric, then you might be on the wrong road.