Analytics

31
Jan

Analytics in Football Terms

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As Super Bowl Sunday approaches, it’s clear that most people have football on the brain. As an Analyst, I have analytics on my mind most of the day, but football is also one of my passions. Because of this, I decided to combine two of my favorite things to help you understand “the game of analytics” in football terms.

Possessions are like Acquisition

How you acquire visitors to your website is equivalent to how you acquire possessions in football. There are different ways to acquire traffic to your website just like there are different ways to acquire the ball. Direct Traffic is just like possessing the ball via a kickoff. You…

17
Dec

A Solution to Not Provided Channel Data

If you are familiar at all with Google Analytics, you may have noticed the New Acquisitions Reporting and Channels Section that replaced “Traffic Sources” on the left side bar. While re-learning the location of these features may be a bit like going from riding a tricycle to learning to balance on a bicycle, Google has improved the information being presented in these reports overall. The Overview Report This report gives analysts a great visual representation of how visitors are being acquired, how they are behaving, and how they are converting. The Channels Report This report is also an improvement from the former Traffic Sources reports. It now takes all the…

17
Jul

Finding the most valuable data for your business within Analytics can be tedious work. You may also find yourself navigating in discouraging circles, enduring distractions that cause you to forget what you were analyzing, or completing the same tedious steps to generate the same report every month. Google Analytics has provided several basic tools to help eliminate these scenarios. I will outline these tools using the data for my own Leopard Nation website.

1. Visits Are Not the End All Be All

The first metric everyone wants to see when they open up Google Analytics is Visits. They want to see how many eyeballs are looking at their site. While this…

27
Feb

Four Features to Save You Time in Analytics

Finding the most valuable data for your business within Analytics can be tedious work.  You may also find yourself navigating in discouraging circles, enduring distractions that cause you to forget what you were analyzing, or completing the same tedious steps to generate the same report every month. Google Analytics has provided several basic tools to help eliminate these scenarios.  I will outline these tools using the data for my own Leopard Nation website.

1. Segments

It can be very easy to get caught up in the overall data provided on the dashboard or in any standard report. However, the key to fully analyzing the data of your business lies within segmenting…

12
Feb
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Big Numbers Lie – Always

Lessons Learned about Big Numbers

In a phenomenon that is not just peculiar to the digital marketing industry, people love big numbers. Big numbers communicate a sense of accomplishment, movement in the right direction, and that things are “good.”

Context sheds light on big numbers

However, I have learned one important principle during my years in online marketing, and that is that big numbers always lie. They lie because they lack context. The more context added, the more numbers become smaller, more understandable, and then finally: small numbers that tell the true story, and communicate the Why? How? and What? which all enable you to…

09
Mar

Using Data to Make Better Decisions

Marketing Woes

A couple of news stories hit the wire that really captured my attention this week. Mostly in the social Media Marketing arena, the first article was about how retailers are closing their FaceBook stores. Gamestop, JCPenney, Gap and others were the first to explore retail on Facebook. Only a year ago analysts and Social Media experts were excited about the potential of F-Commerce (FaceBookCommerce). “There was a lot of anticipation that Facebook would turn into a new destination, a store, a place where people would shop,” noted Sucharita Mulpuru, an analyst at Forrester Research.

Another Social Media Channel

Another article that hit…

21
Feb

Finding the “It” Factor

One of the more interesting things about running an online marketing agency is trying to find common factors among those employees and associates that are able to excel and understand the online marketing world. Trying to find that intangible “it” so that when the time comes to hire and expand, we can get the right people. You see, it’s more than being able to perform a task – it is constant evaluation, investigation and testing hypothesis. It’s an analytical mind with a bit of artistic flair. Finding people that can not only “get it”, but then operate as a consultant and have face-to-face charisma with…

13
Dec

Caveman Analytics

I couldn’t believe it when i saw it, but here it was. A national retailer sent me the analytics reports that their SEO company was giving them. In exchange for paying this SEO company thousands of dollars per month for SEO and analytics, this retailer was getting nothing more than screenshots of Google Analytics; screenshots that showed Unique Visitors, Page Views, Time on Site and Top Content. In 2011, I never thought I would still be seeing this, but I can’t believe how prevalent it is, and how much customers accept this artificial substitute for real business-based analysis. On top of that, to simply deliver screen captures and deliver…

26
Oct

An interesting move from Google has search marketers reacting in anger, amazement and disgust. Google, after years of providing search referral information, has decided that users that are “logged-in” to Google will no longer have their search terms show up in website analytics. This move has marketers fuming, as this is an important metric to measure in terms of developing a clear understanding of the search words that people use to find the site and those that lead to conversions. many marketers evaluate those terms in order to better understand the visitor and build content and better user experiences. However, to make this move even more odd, is that Google…

19
Apr

3 of the most important elements in designing the content of a webpage are color, contrast and font size.

These three elements are amazingly useful when used properly, and mean the difference between action or ignorance. Understanding the important part that these three elements play in capturing the visitor’s attention is critical to today’s online marketing.

Google Analytics finds the Interface

Google is the most recent company to understand the critical role that something as basic as color, contrast and text size have to do with creating a successful user experience. By updating their analytics interface, they have now overcome one of the primary obstacles to gaining great data…