Occam's Razor

MARCH 23, 2010

There are more mistruths and F U D about Web analytics out there than I think is reasonable. Web Analytics, this beautiful child, was born just the other day in the midst of tumultuous times, quite literally, when everything changes every day. The web is changing too fast. Here are ten web analytics ground truths… 1.

Analytics 118

Analytics Web Metrics Channel 118

Occam's Razor

AUGUST 12, 2013

I normally ask people to look at the Path Length report in the Multi-Channel Funnels standard report in Google Analytics (or equivalent tool if you are using SiteCatalyst or WebTrends or other web analytics tools). You can even get great first-step guidance about how to rebalance your portfolio from that last column.

Channel 161

Channel Analytics Campaign Conversion 161

Both Sides of the Table

APRIL 4, 2011

One of the things I discuss the most with the portfolio companies I’m involved with is that “you manage what you measure.”. How many through affiliate deals? If you have multiple versions of your product, how many are web vs. mobile? You Manage What you Measure. How many adds came through organic SEO? How many through SEM?

Metrics 346

Metrics Startup Acquisition SEM 346

Occam's Razor

JULY 18, 2011

To not have it as an active part of your marketing portfolio is sub-optimal. A secondary thing would be to ensure, or your mom will really be mad, that *every* link in your email is tagged with campaign tracking parameters your web analytics solution needs (without this you can’t do the B and O analysis). Every fiber of your being.

Metrics 137

Metrics Campaign Email Marketing 137

Occam's Razor

DECEMBER 12, 2011

But for most other programs (Affiliate, Email, Social, Display) your Cost is likely sitting outside your web analytics tool. Standard metric in every web analytics tool worth anything. … From the deep detail reported by your web analytics tool you can choose to aggregate into buckets you most care about (like mine above).

Metrics 151

Metrics Web Analytics CPA 151

Occam's Razor

APRIL 21, 2014

Best Web Metrics / KPIs for a Small, Medium or Large Sized Business. They have still not embraced the strategy for optimizing for marketing portfolios and still obsess about optimizing silos (they learned this from their TV, Print etc. If you have a lot of them, aggregate them up. Bonus: Web Analytics Data Sampling 411.

Analytics 131

Analytics Marketing Campaign Metrics 131

Occam's Razor

AUGUST 9, 2016

This is all the way from Aug 2009: Web Analytics Career Advice: Play In The Real World! Or a subsequent post about how to build a successful career: Web Analytics Career Guide: From Zero To Hero In Five Steps. The latter is particularly useful as an aggregated view for senior executives. Very nicely summarized above.

Analytics 60

Analytics Metrics eCommerce PPC 60