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

If information and execution are isolated in your company, no amount of empowering the analyst will help. If your analysts are not plugged in, the best they can do is provide data to people who might be plugged in (ideally the company leaders).

“Where are Visitors coming from?”

Exit Rate shows the percentage of people who entered anywhere on the site but exited from a particular page. Bounce Rate shows the percentage of people who entered on a particular page, did nothing, and exited from the site on the same page.

The standard Landing Pages report in Yahoo! Web Analytics shows you Visits, % Visits, Page Views, and something called a Browse Rate.

I visited www.lenovo.com eight times because Lenovo decided to stop supporting System Update. I was stressed and frustrated because I had to locate drivers for my ThinkPad X301 by using its suboptimal internal site search engine!

The problem is that most companies don’t apply the required forethought to creating the right primary keys to allow data from different channels to be merged.

Or when you show the Conversion Rate for your site, you should also show the Conversion Rate for your industry vertical. Either of those inclusions makes your report massively better.

get Google Analytics, slap it on a micro site, and improve organic search to show how you can improve the number of Visitors from search.

The best analysts have a deep technical side, in the sense that they possess an understanding of JavaScript tags, URLs, parameters, redirects, and web pages. They are better able to answer this question: “How does the data get collected, and then how it is interpreted by the analytics tool?” To see practical examples of how important it is to know

We look for people with 10 years of Omniture experience or with experience in Webtrends, Optimost, iPerceptions, and making coffee. These people are very hard to find; you’ve narrowed the pool of potential candidates way too much. We are a young industry, and that means it is hard to find people with deep experience in one specific tool.