How Map Reduce Changed the World
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.
My thesis for this post is that changes in the web are initiated by changes in the technology that propel the medium. As Marshall McLuhan would assert “the medium is the message”, I claim that the Google File System (GFS) later brought in the open source domain as Hadoop was the medium for Web 2.0 and that what we call “social media” is the message.
To be more bold, the Cloud is the medium and the Web, the message. In McLuhan’s universe it’s not the content that is passed through the medium that has impact but how content passes through the medium by and for the “masses” that is the true impact. In short, it is technology adopted by the masses that is the medium. This provides an apt understanding of Web 2.0 and how we are currently as a society and culture being moved by the message.
Posted in Technology
Tagged Amdahl's Law, Cloud Computing, Concurrent Computing, Efficiency, GFS, Google, Hadoop, linear scalability, Map Reduce, Marshall McLuhan, Media, Scalability, SOA, Sullivan's Law, Web 2.0, Web 3.0, Web Analytics, Yahoo
Part 2: A Survival Guide
In general segments arise in analysis to answer the next question. If I have a measure of the total number of visitors to a site, the next question might be “Who of those visitors came for the very first time?” and of those first time visitors the next question could be “Where did those visitor come from or how did they hear about us?” To support these questions we have to separate new from returning visitors, maintain referring domain or introduction that indicates the marketing materials the visitor viewed. So how do we develop segments that potentially address every possible question that an analysis or decision maker might ask?
Posted in Methodology, Web Analytics
Tagged business funnels, conversion, conversion funnels, Coremetrics, customer experience management, ForeSee Results, Google Analytics, KPI, KSI, Omniture, Ontology, RDF, Segments, Semantic Web, Voice of Customer
Expect Shock n Awe
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
Posted in Technology
Tagged App Store, Apple, Cloud Computing, Cloud Surfing, Convergence, Future Shock, Google, iPad, iPhone, iTunes, Microsoft, President Obama, user experience design
Part 1: Basic Survival Skills
If you have not yet discovered that segments are the life blood of analytics then consider the following as a quick review of Web Analytics 101, just in case you fell asleep through the whole course:
- Measures seldom provide useful information without normalization
- Metrics that normalize measures are meaningless without context
- Trends that provide context are pointless without reasons
- Reports that provide reasons are useless if they don’t support actions
This pretty much summarizes as briefly and tersely as possible the good, bad and ugly of web analytics. These same “rules” apply to any form of analytics so the following applies to almost any form of data analysis. These statements make perfect sense if one understands what is meant by normalization, context, reasons and actions and how segmentation is a vital tool in each of these analytic processes. Continue reading
Posted in Fundamentals, Measures & Metrics, Web Analytics
Tagged actionable insights, latent parameters, manifest parameters, measurement, measures, metrics, predictive analytics, site segments, visitor segments, Web Analytics
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 Voice of Customer and how satisfaction plays in this space. Also great FAQ on how ForeSee Results applies to commercial web sites.
A Conversation with ForeSee Results’ Eric Feinberg
I figured I would get into some trouble with my post on Voice of the Customer. I am still researching and updating my “technology stack” of web analytic offerings and services and expanding into social media and customer experience, so I had a feeling if I called out a couple of product offerings that someone would be left out. However I was seeing trends that I felt compelled to respond to before I got everything organized into nice boxes and flow diagrams.
Posted in Methodology, Web Analytics
Tagged ACSI, Analytic Ecosystems, attitudinal analytics, behavior analytics, business funnels, customer experience management, econometric, ForeSee Results, KPI, KSI, maturity model, net promoter, online / offline behavior, paths, predictive analytics, psychometric, Satisfaction, site optimization, task completion, VoC, Voice of the Customer, Web Analytics