Is there anything in the analytics space that is so full of promise and hype and sexiness and possible awesomeness than "big data?" I don't think so. So what is big data really? No one quite knows. As I interpret it, big data is the collection of massive databases of structured and unstructured data. The data sources include traditional (now considered puny) sources like corporate ERP/CRM systems and non-traditional (massive) sources like every technical ping from every human or mechanical
Web Analytics
A Big Data Imperative: Driving Big Action
on Mar 12, 2012
Is there anything in the analytics space that is so full of promise and hype and sexiness and possible awesomeness than "big data?" I don't think so. So what is big data really? No one quite knows. As I interpret it, big data is the collection of massive databases of structured and unstructured data. The data sources include traditional (now considered puny) sources like corporate ERP/CRM systems and non-traditional (massive) sources like every technical ping from every human or mechanicalThe Biggest Mistake Web Analysts Make… And How To Avoid It!
on Feb 20, 2012
The single biggest mistake web analysts make is working without purpose. We work very hard. We torture SiteCatalyst. We send out a lot of data. Then we resend it again and again. And yet our work results in very little impact on the business in terms of action taken by company leaders. Why this sad state? Almost always we dive into the ocean of data first. Sadder still, we don't ask questions later. We never ask questions.
Google Analytics Tutorial: 8 Valuable Tips To Hustle With Data!
on Jan 30, 2012
It is painfully heartbreaking to realize that a very small tiny number of people who have access to web analytics tools actually use them. I mean really use the tool. Ravage all the features. Exploit every possible button. Produce built-in visualization magic. Poke into the hidden crevices and discover exotic delights. Nourish yourself with the info snacks that the tool's Engineers and Product Managers cooked up.
The 2015 Digital Marketing Rule Book. Change or Perish.
on Jan 9, 2012
It is the season to be predicting the future, but that is almost always a career-limiting move. So I'm not going to do that. It is a lot easier to predict the present. So I'm not going to do that either. Rather, I'm going to share a clump of realities/rules garnered from the present to help ready you for the predictable near future . Now here is the great part… if you follow these rules and act on these insights I believe you'll be significantly better prepared for theBest Web Metrics / KPIs for a Small, Medium or Large Sized Business
on Dec 12, 2011
We have access to more data than God wants anyone to have. Thus it is not surprising that we feel overwhelmed, and rather than being data driven we just get paralyzed. Life does not have to be that scary. In fact a data driven life is sexiest digital life you can imagine. In this blog post we are going to bring the sexyback. I am going to attempt to significantly simply your life by recommending the critical few metrics you should use to analyze performance of your digital marketing campaigns and website.Smarter Data Analysis of Google's https (not provided) change: 5 Steps
on Nov 21, 2011
It is astonishingly common that we are asked to analyze the impossible. In perhaps a career limiting move I'm going to try and do that today (and for a controversial topic to boot!). In this post, about an important Google change, I want you to focus less on the data but focus more on the methodology. And. So important. I want you to help me with your ideas of how we can do this impossible analysis better, in the complete absence of data :). So please share your ideas via comments and let'sData Analysis 101: Seven Simple Mistakes That Limit Your Salary
on Oct 31, 2011
Data analysis is not easy. It takes years to get good at it, and once you get good at it you realize how much more there is to learn. That is part of the joy. You are always learning. You are always growing. This blogpost is a collection of tips I share with my friends who are just starting out. Each tip is a "simple" mistake that is easily avoided. My hope is that you'll skip them if you are aware of them, and move on to making more important valuable mistakes. :)
Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value
on Oct 10, 2011
I am going to break one of my unspoken cardinal rules: Only write about real problems and measurement that is actually possible in the real world. I am going to break the second part of the rule. I am going to define a way for you to think about measuring social media, and you can't actually easily measure what I am going to recommend. So why break the rule?
Measuring Incrementality: Controlled Experiments to the Rescue!
on Sep 19, 2011
With a plethora of digital media channels at our disposal, and new ones on the way every day (!), how do you prioritize your efforts? How do you figure out which channels to invest in more and which to kill? How do you figure out if you are spending more money reaching the exact same current or prospective customers multiple times? How do you get over the frustration of having done attribution modeling and realizing that it is not even remotely the solution to your challenge of using multiple mediaProduce Actionable Insights: Mate Custom Reports With Adv Segments!
on Aug 8, 2011
99.9996253% of Web Analytics reports produced are utterly useless. Partly because of a lack of any tie to business strategy (ensure you have a Digital Marketing & Measurement Model!), partly because they are out of the box standard reports that web analytics vendors create for “average” people (and we both know that you are not average!), and partly because all they do is present data in the aggregate (a punishable criminal offence if there ever was one!).
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