Category Archives: Methodology
Recognizing Paradigm Shifts Towards Maturity
Once getting an operation such as Web Analytics up and running, humming along, and then realizing it must all change because of a “paradigm shift” can be traumatic but in our business not unexpected. This blog examines one teachable moment in this writer’s experience, and he came to view these shifts as welcomed sign post on our path to web analytics maturity and reorganized his approach in response to move to the next level. Continue reading
None Is Not An Option!
“None” is a telling symptom of a problem and “None is Not an Option” encapsulates an approach to diagnosing and resolving the problem. When reports are designed such that None is Not Option and “None” appears in a report, it becomes an important tool for diagnosing the problem. The resulting reports not only cover all user behaviors but with discipline allow the reports to address multiple questions and with extra diligence support multiple actions.
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
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
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
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
Funnels and the Paths They Make
My attitude is that funnels form a compelling prerequisite for action and should be an element of every actionable report. Let me demonstrate. But first we need to deal with the train wreck between funnels and paths in current web analytic tools. Continue reading