Crepuscular Light

  • emoti
    Permalink Gallery

    If I don’t include an emoticon, will you still believe I’m experiencing an emotion?

If I don’t include an emoticon, will you still believe I’m experiencing an emotion?

By |February 24th, 2014|

Here’s my conundrum.  I vividly – vividly – remember smilies becoming more popular and beginning to be used more commonly in email in Ireland.  I remember thinking of people who used them as being […]

  • Register to attend
    Permalink Register to attendGallery

    Who needs the Oscars when you have the DAA Awards for Excellence?

Who needs the Oscars when you have the DAA Awards for Excellence?

By |February 16th, 2014|

Oh how I rub my grubby little paws together when this time of year rolls around.  ’Tis upon us again, my friends, the annual Awards for Excellence presented by the Digital Analytics Association.  Judging will end soon for these auspicious awards.  The glorious Gala takes place on March 18th at which point, the winners will be announced.

You have questions?  I have answers! […]

Those pesky users and their plethora of devices

By |March 22nd, 2013|

Remember the heady days of just tracking

The questions you were asked were:

Do you support Browser X?
Do you support the latest version of Browser X?
What happens if I have iFrames on the page?
What’s the difference between log files and javascript tagging?
What difference does it make if I place my tag at the top of the page instead of the bottom?
Will this tagging malarky slow down my pages?
Do you see dead people?

As “The Web” evolved, you had to evolve with it.  You make sure that someone in the office has a Mac so you can check that Apple fan-kids can be tracked effectively.  You download the new browsers and test new versions.  You test different kinds of sites.  You test page load speeds on different kinds of internet connections.

Remember that?  Remember how “challenging” it was to keep up with all that?

THOSE WERE THE DAYS, MY FRIENDS!  And boy, how they have ended!


Who do they think you are?

By |February 7th, 2013|


During a discussion on online targeting yesterday, I began to think of the profile I build for myself on sites where likes, dislikes etc should theoretically be more easily determined – for example shopping sites.  I show shopping sites whether I like to browse a type of good or whether I go straight for a particular item.  I show them whether I look for the cheapest item or the one most highly recommended by other shoppers, regardless of price.  And I open wide the door into my life and family, based on my purchases.

You’ve probably heard the story about the store that could target new mothers based on their purchase of things like stretch-mark creams in the previous few months.  To some, this is a fascinating business opportunity, to others, the dawn of a frightening new world.

Then again, the evolution of online shopping services has meant that the profile you build of yourself can become very muddied.

Here’s an example.:

This is a sample of items recommended to me by  There are items here that were recommended because of my studies, because I like photography and because I went diving on my honeymoon.  Then there’s a slushy DVD, bath salts, toys, jewellery – and a book by Jojo because I like a lass called Jojoba?


Cookie me Freely

By |May 29th, 2012|

Interesting to see the recent applications of the EU Privacy directive (soliciting consent from visitors to a website to set cookies or other tracking methods).  Just thought I’d collect a few here (click any of the images to see full size).

Note – I’m updating this post periodically with new examples.


Rachael Gerson – Lovely Woman

By |May 22nd, 2012|

“Hello. My name is Inigo Montoya. You killed my father. Prepare to die.”


Today, we speak to the delectable Rachael Gerson.  Ask her to do supercalifragalisticexpialidcious next time you see her.  Tell her I sent you.

Tell us all about Ms Rachael Gerson.

I am a total internet/technology addict, but I’m also a voracious reader, often with 4-6 books going simultaneously.  A better question than “did you read ___” is to ask me if I finished it, since the books I really enjoy get finished quickly and the ones I find useless may be doomed to hang out on the pending list for months.

I live in a Philly suburb with my husband, and adorable dog, Cooper.  By the way, Coop is the only dog I’ve ever seen who loves flossing, brushes his own teeth, and can climb a ladder. When I’m not hanging out with him, I work at SEER Interactive, an internet marketing firm in Philadelphia specializing in SEO, paid search, and analytics.  If there’s any time left over, I help out in the Google Analytics forums and have written for a couple sites, but time’s been a little short lately!


Elizabeth Eckels – Smalls Woman

By |May 15th, 2012|

“Pussycat pussycat, where have you been?”
“I’ve been to London to visit the Queen.”
“Pussycat pussycat, what did you there?”
“I frightened a little mouse under her chair”

It’s time to turn the magnifying glass of wonder on Elizabeth “Undies” “Smalls” Eckels.

Tell the folks at home all about Elizabeth “Smalls” Eckels

Hrm, I don’t much like talking about myself, so I’m going to copy/paste a bio, pic is above:

Rock star web analyst in training, graduated cum laude in finance & marketing. Real life experience includes web marketing, sports marketing, retail and door-to-door sales, computer repair, customer service, legislative, and design roles. The industries I have worked in are education, retail, computer hardware & software, athletics, government, & interior design.   My love for numbers began when I was 5, received my first abacus, and counted and compared (then shared my findings of) everything I could.

My introduction to web analytics began with Omniture products, specifically SiteCatalyst, Discover, Data Warehouse, and Test & Target. My experience has been focused on implementation, configuration, reporting, and business analysis. Documentation has been a byproduct of these efforts.
I am certified in Google Analytics and have further developed my abilities to provide insights based on the data. A consistent goal is to provide valuable business recommendations based on correct data.

Where I come from “Smalls” refers to underwear.  Why is this your nickname, rather than, say, Ickle Eckles?

Underwear – that’s intriguing, but I am not underwear.  Not that I know of at least. :)
Smalls is my nickname because of my petite stature.  I’m just barely 5’1″ and I’m not sure I’ve ever been present on the growth chart. And that’s tough for me, because I really like charts.  The nickname was given to me in college by a group of friends as a play on the quote in the movie Sandlot when Ham says to Scotty (Smalls) “You’re killin me Smalls!

Phil Mui – Hotshot Man

By |March 31st, 2012|

‘O stand, stand at the window As the tears scald and start;
You shall love your crooked neighbour With your crooked heart.’
It was late, late in the evening, The lovers they were gone;
The clocks had […]

  • DSC01469
    Permalink Gallery

    A rose by another name is apparently sweeter – eMetrics goodies

A rose by another name is apparently sweeter – eMetrics goodies

By |March 15th, 2012|

Last week, as part of a trip to visit the Yahoo! mother-ship in Sunnyvale and other goodness, I attended the eMetrics Marketing Optimization Summit in San Francisco.  This was my second time attending eMetrics in San Francisco, a city that is getting up there with potatoes on my list of “Things Wot Emer Thinks Are Neat”.

As the opportunity to attend eMetrics succeeded my travel arrangements, I sadly missed part of the first day, thereby adding to the list of “Things Wot Emer Should Have Done Wot Didn’t”.  I missed Peter Fader, who was part of a keynote panel called “Data Driving for a Good Cause”.  This is the second time I’ve missed the opportunity to see Peter “Nerd Crush Time” Fader speak, so I must concede that he is trying to avoid me.  This is understandable.

The first presentation I saw was by the lovely Hila Strong from Keystone Solutions.  Hila’s topic was “How I find Optimization Opportunities by Cheating on my Web Analytics Vendor” during which she illustrated how to simply find optimization ideas.  This included videoing her adorable (and sharp) son testing site usability in sites relevant to his age-group.  This and other videos of users interacting with site functions really resonated with the audience and it was mentioned to me several times as a key takeaway for usability optimization over the next couple of days.  At scale, this may have its difficulties (in that it is, as Hila said, time-heavy activity) but it is a great way to understand what elements of your site are losing you conversions or impacting your brand.
– If you are planning to present – find a way that humanises you and moves away from  standard slides –
Following Hila was a great panel discussion on “Making a Career in Big Data”, featuring Bob “I’ve got earrings” Page, Joe “My name is a short poem” Megibow and John “Thank goodness I don’t have a nickname yet” Elder.  This was fantastic because it featured people with real experience in the industry who have caused actual positive change to business success.  These boys are titans.  There was nerd-swooning everywhere – it was like The Beatles had been reborn as nerds.
– Before you talk about working successfully in the industry, change the industry! — […]

WAA Awards for Excellence 2012 – get nominating!

By |January 27th, 2012|


Last March, I enjoyed a merry old time at the Web Analytics Association (WAA) Awards for Excellence Gala – a celebration of contributors, vendors, technologies and more in the digital analytics space.  This year, it’s happening all over again and it’s going to be better than ever.  But you need to act quickly – nominations close on February 1st 2012.

What’s it all about?

Here’s the blurb:  ”Are you or one of your colleagues a digital analytics pro who deserves recognition? Do you know of a company worthy of appreciation? At the 2nd annual Web Analytics Association Awards for Excellence, the WAA will celebrate the outstanding contribution to our profession of individuals, agencies, vendors and practitioners. Here’s your chance to get out from the shadows and into the spotlight with other industry luminaries.”

Who won last year?

Client/Practitioner of the Year: Joe Megibow, VP, Global Analytics and Optimization,
Most Influential Agency / Vendor: The Analysis Exchange

Most Influential Industry Contributor: Avinash Kaushik, Analytics Evangelist, Google
Web Analytics Rising Star: Michele Kiss, Director, Digital Analytics, Red Door Interactive
Innovator/Technology of the Year: Beyond Web Analytics Podcast

What are the categories this year?
Jeez, you’re needy…

Ok, they’re:

Web Analytics Rising Star (individual award)
Practitioner of the Year (individual award)
Most Influential Industry Contributor (individual award)
New Technology of the Year (group award)
Most Influential Agency, Vendor or Group (group award)