Analytics – Fun or Easy? Part 3: Segmentation Finds Motivation
Part 1: Analytics: Is it Fun or Easy? Part 2: Ambiguity is Opportunity
Part 3: Segmentation Finds Motivation
Why Segmentation? Segmentation is the principle that people come to the website for many different reasons, they enter at many different points, the see different pages, and are looking for many different pieces of information. Basically – you can’t treat all of your visitors the same way, neither in the marketing and content nor in the measurement and analysis. As John Marshall of Market Motive (who also developed ClickTracks) famously said, “people are not cattle.” Therefore, we should not treat them as such. Aggregate = Inaccurate Funny enough, when we build reports on aggregate data (page…
Analytics: Is it Fun or Easy? Part 2- “Ambiguity is Opportunity”
Part 1: Is Analytics Fun or Easy
Part 2: Ambiguity is Opportunity
Hamster-Wheel Analytics From Part 1, setting goals is the first and only place to start when developing an analytics strategy. Otherwise, the analyst or the website marketing manager will spend the majority of their time developing reports with numbers on them. The rest of their month will then be spent justifying why those numbers are higher or lower than the previous month. Without goals, there is simply no direction. Large numbers become the goal, and people become enamored with large numbers, even though everyone knows that more visitors is not necessarily the goal. Qualified visitors are the goal . This is hamster-wheel…
Analytics: Is it Fun or Easy? Part 2- "Ambiguity is Opportunity"
Part 1: Is Analytics Fun or Easy
Part 2: Ambiguity is Opportunity
Hamster-Wheel Analytics From Part 1, setting goals is the first and only place to start when developing an analytics strategy. Otherwise, the analyst or the website marketing manager will spend the majority of their time developing reports with numbers on them. The rest of their month will then be spent justifying why those numbers are higher or lower than the previous month. Without goals, there is simply no direction. Large numbers become the goal, and people become enamored with large numbers, even though everyone knows that more visitors is not necessarily the goal. Qualified visitors are the goal . This is hamster-wheel…
Internet Marketing: An Hour a Day
Written by Matt Bailey, President of SiteLogic. Matt presents the start-to-finish guide for marketing online, answering many questions that most businesses don't know to ask!
