Monthly Archives: April 2010

Voice of the Customer

Can you hear them hollering . . . in your data? There is no doubt that one of the most important complementary additions to a quantitative Web Analytic view is the qualitative view from the voice of the customer. Web analytics uses conversions to measure how visitors interact with the web property. Completion of visitor tasks is just as important in understanding why visitor’s come to the site and are successful in completing their tasks. VoC offerings such as iPerceptions 4Q allow for quick and easy access to this data. The question is how to make your tasks and visitor’s tasks align for business success? Lets take a look. Continue reading

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Posted in Measures & Metrics, Methodology, Web Analytics | Tagged , , , , , , , , , , , , , , , , , , , | 4 Comments

From Worst to Best: How to Report Metrics & Measures

No issue is more controversial and yet more fundamental than visitors vs visits. Several experts have put forward strong cases for unique visitors being “the worst metric”, “wildly inaccurate”, “no basis in reality”, the methods for determining unique visitors “render the resulting numbers useless!” I have taken a fundamentally different position in what I consider my best advice to web analysis. Caught in the head lights of expert opinion, it looks like I have some “splaning” to do. So do I crash burn or do these experts even have a chance. Read on to see how I work my way out of this predicament. Continue reading

Posted in Fundamentals, Measures & Metrics, Methodology | Tagged , , , , , , , , , , , , , , , , | 3 Comments

Desperately Tracking Susan: Online / Offline Behavior

Now I realize choosing a variation on a movie title that is 25 years old (gad, has it been that long) has it’s risks. But consider a want Ad now called a tweet seeking an allusive enigmatic person, think customer, and searching here and there for Madonna, obsession with connecting online and offline behavior. It seems to capture the gestalt, wouldn’t you agree? Continue reading

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