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Christmas is just around the corner, if you’re as miserably organised as I can be about such things. I’ve been asked quite a few times recently about how I got into the web analytics game and I thought I would set down the tale of getting to my current employer for future reference. I find that the highly circuitous route I’ve taken seems to comfort those who worry that web analytics in an [...] So, you have a web analytics tool. You’ve done your research and you’re happy with the solution you’ve chosen. And you’re using your lovely web analytics tool as a campaign tracker. Only. That’s your one use. To see how well your campaigns are performing. But you don’t look at why their performance is at its [...] I recently completed an Analysis Exchange project with Change for Kids and James Phelps. The purpose of the Analysis Exchange is to provide “on-the-job” training for those interested in web analysis while offering free analytical insight to non-profit organisations. Each project is made up of a triad of oozy giving; the student, who does the [...] Do you use Yahoo! Web Analytics? Yes? How clever of you! (me? biased? pfff!) Have you been using it since the days of IndexTools? Yes? How loyal of you! Have you upgraded your tracking code to the latest version? No? Not sure? Well, let me help you out a little. Last year, as part of a surfeit of general enthusiasm for all things WA-related, I entered the Web Analytics Association (WAA) Championship. This competition is a great idea and allows web analysts and wannabes to get their investigative hats on and get cracking on some analysis of the WAA site. Not surprisingly, I did not win [...] I’m, naturally enough, a believer in visitor tracking. I think it’s perfectly fair to try to understand the visitor experience in order to work on both improving that experience and to maximise a website’s profit/message potential. When I first began working in the industry and fully understood what kind of data could be collected, I [...] You’ve probably heard this grammar joke (this is the polite version): A panda walks into a café. He orders a sandwich, eats it, then draws a gun and proceeds to fire it at the other patrons. ‘Why?’ asks the confused, surviving waiter amidst the carnage, as the panda makes towards the exit. The panda produces a badly-punctuated wildlife [...] Absolutes are the sworn enemy of web analytics and as time goes on, the weakness of web analytics can easily be exploited by the power of absolutes. Embracing change and the nuances of behaviour should be part of web analytics. This is the reason that pure numbers should be escewed in favour of trends. For example, [...] |
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