@ ClickZ (4)

Blowing It Big Time in Web Analytics
Andrew Edwards | January 17, 2012

Let’s suppose there is an imaginary company in the packaged goods business that is a heavy user of web analytics data to improve their online product offerings, campaigns, and digital partnerships. And let us suppose they had for several years used outside web analytics expertise to deliver much-needed actionable insights to their business users. The business teams have been getting good, actionable information and have begun to rely more heavily on the outside experts who know the tools and techniques necessary to generate value.
Read More >

It’s 2012 – Why Are We Still Talking About Privacy?
Andrew Edwards | January 3, 2012

Another title for this column might have been “Who Even Cares About Privacy?” or “Since There Is No Privacy Anymore, What Now?”
Read More >

What Governments Officially Say About Web Analytics
Andrew Edwards | December 5, 2011

Often considered hopelessly out of the money in the horse race of web analytics, governments around the world still publish guidelines and establish standards, all of which are available for free. Plus, the fact they are not necessarily cutting edge makes them good yardsticks by which to measure where the broad middle settles when it comes to standards, understanding, and expectations as regards to analytics.

Read More >

Should Analytics Be Bundled or Cobbled?
Andrew Edwards | November 21, 2011

The question may be age-old, but it bears stating afresh: is it better to have your tools conform to the paradigm of compatibility/workability; or unique/targeted (assuming the latter is also “better at what it does” than the former)?
Read More >

Analytics Bridge to Nowhere
Andrew Edwards | November 7, 2011

It was easier than we thought. It took us not much more time than we’d planned. The developers put in a universal tag. We enabled a spreadsheet. We served cookies (at least that’s what I heard). The test data came in. We clicked some buttons in the analytics tool and got dashboards. When the site launched, the early word was that we had increased our visitors.
Read More >

No Visibility, No Accountability, No ROI
Andrew Edwards | October 24, 2011

A recent study by IBM says that 56 percent of CMOs are not ready to be held accountable for marketing ROI – including web ROI. According to the study, a minority of them are looking to the web as a source of market intelligence. Most continue to rely on other marketing reports of a more traditional nature, and the article especially notes a lack of adoption of digital marketing analytics.
Read More >

Acting on Actionable: Why so Hard?
Andrew Edwards | October 10, 2011

“Actionable” is one of those new words that has sprung up in the digital economy, typically referring to data or events that can be the foundation for a resulting beneficial effort on the part of the possessor or recipient of the “actionable” item. In the world of measurement and web analytics, it often is used to define an insight gained from understanding visitor behavior: “Understanding that the intra-page behavior in our download funnel was indicating a long load time after clicking certain choices, gave us an action item.” Meaning: “That insight was actionable.”
Read More >

Reach, Reach, Fail
Andrew Edwards | September 16, 2011

The premise of online advertising is not just that people see ads like they do in print, but that the effectiveness of the ad is supposed to be directly measurable. Based on measurement using web analytics, the enterprise can model customer behavior and plan future campaigns – at least that is how it’s been sold to us all. But what happens when the measurement process is so truncated as to become almost a parody of measurement? Who wins the race when we just stop at the beginning like a balky thoroughbred refusing to get out of the gate?
Read More >

Of a Quake and Twitter
Andrew Edwards | September 12, 2011

By now we know that Twitter, perhaps alone among any time-sensitive news source, provided the world with thousands of brief, pinpoint reports about the recent Northeast earthquake on August 23. Anyone with a browser and a Twitter account became a cub reporter, and the results could be compelling, especially when routed through an editorial structure at a more traditional online news venue (generously weeding out the outlandish and the demonstrably false).
Read More >