Author Archives: Timothy Kraft

About Timothy Kraft

An accomplished and innovative Web Analytics Professional and Business Intelligence Strategist. Over 10 years experience in development and

McLuhan’s Tetrad Applied to Internet

An obvious and much anticipated characteristic of the internet is that it “makes the world much smaller”. One might expect in the free exchange of ideas and knowledge that the world as whole would become more unified. But as we look at society, it is anything but unified. Can the Internet as a medium be responsible for this? Continue reading

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Clouds of Hadoop

We have been living in the age of Hadoop. I know this for certain because Yahoo! has recently announced it’s commitment to making Hadoop a commercial platform. Yahoo! has nearly a perfect record of picking winning technologies that have already crossed the finish line.
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Send in the Clouds

What is cloud computing? My views tend somewhat beyond the IT dream of utility computing to the implications that this brings to our everyday lives. How we get from utility computing to were it impacts on us in the “real” world is the purpose of this post. Continue reading

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Segment or Die: The Semantics of Segments

Here we will develop a explicit semantic model of the enterprise and how it operates within a competitive environment for customers. Then show how web analytics through segmentation analysis and customer user management (advance analytics analysis) map to this model and support in-depth analysis of customer experience. Continue reading

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Yes, The iPad is Revolutionary

The Valley Wag is all a stir lately over Apple’s claim that the iPad is revolutionary and magical. This is has been only the latest skirmish of a battle that has been going on ever since Steve Jobs announced and introduced the iPad in January. Immediately after the announcement, technologists and financial analysts began to pan and attack. The attacks continue to this day.

After having the iPad for little over month and experiencing it first hand, I have gone back to the reviews and pontificating concerning the iPad to see if they were right and provided any insight. My conclusion is that most were not. The summary of what I found is the title above. Though most provided very little insight, some had profound and thoughtful contributions with startling implications beyond the gadget that is the iPad. The supporting evidence with some surprising twists, I provide below the fold. Continue reading

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Segment or Die: The Mechanics of Segments

If you have not yet discovered that segments are the life blood of analytics then consider the following as a quick review of how segmentation is used to convert measures into actionable insights. In part 1 I deal with the basic survival skills of segmentation analysis. I use the much maligned and debated bounce rate metric to illustrate the mechanics of segmentation. For all others you treat this as a quick review before we get to the hard stuff. Continue reading

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Voice of Customer Analysis: UPDATE

Voice of Customer Analysis: UPDATE At the same time I interviewed Eric, he was also doing a pod cast with Beyond Web Analytics, which is now available at Voice of Customer with Eric Feinberg. This gives a great introduction to … Continue reading

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Segments, Segments Everywhere

“But not a one I can use.” This is likely a conversation that still takes place today between marketing and analytics. Indeed it is likely that of all things in web analytics, segments and the different ways segments are used is the most confusing aspect. Everyone uses the term in different disciplines assuming that the other understands exactly what she or he means. They don’t! Continue reading

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Voice of Customer Analysis

Beyond Voice of the Customer analytics there is analysis. To continue the discussion on VoC I talk with Eric Feinberg of ForeSee Results about the importance of analysis in understanding how satisfaction is a leading driver of performance. Here we cut through the marketing spin to understand the ACSI Methodology and how behavioral and attitudinal analytics combine to provide predictive models of customer behavior. Continue reading

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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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