Custom Reports

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's

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!).