I had an interesting conversation with John Ekman at eMetrics summit in Stockholm last year. John was a new face to me and I admit to being particularly curious as to what his title entailed - Chief Conversionista. Thirty engaging minutes later and I was much the wiser!
John has an interesting take on the different types of people involved in website performance optimisation so I asked him to share his views as a guest post here...
I was quite surprised to find the booking engine for EasyJet flights (the UK’s most popular airline website) will not work when I access it via my Chrome browser – either on PC or Mac. So I began to wonder how much that oversight/mistake is costing them…? Here’s my calculation…
Predicting the future invariably means you will be wrong most of the time. However, it is an interesting process to go through as even getting just one prediction right can have a significant impact – to me personally, my business or my client’s business. So I was honoured when Daniel Waisberg asked me to look into my crystal ball for what may happen in the world of web analytics in 2011. Here's the summary of my predictions:
When it comes to tracking offline marketing campaigns, many marketers are unaware of the potential of using their existing web analytics tool to measure success. Typically, the reliance is on traditional, imprecise data such as print distribution figures (a.k.a. readership numbers), viewing figures (TV audience metrics), or footfall metrics (“20,000 people walk pass this sign every day”).
However, none of these metrics can provide any indication of success. That is, was my print, TV, or radio ad successful? Yet, if these readers, viewers or listeners visit your website as a result of exposure to your offline campaign, you can access a rich stream of success metrics. This whitepaper is a how-to guide to track your offline marketing efforts.
I have been following some interesting posts on the recent IBM acquisition of Coremetrics. The following three are from respected sources that...
Collecting data is very straightforward - you simply paste a few lines of JavaScript to your pages and data will start to stream into your...
It never ceases to amaze me how much emphasis organisations still put on measuring website volume - "How many visits (or conversions) did our...
I first wrote about web analytics accuracy in 2007 while working at Google. At that time numerous clients (big spending Google advertisers my team helped) were contacting their Adwords account managers asking why Google Analytics numbers did not match their AdWords click-through reports, or for that matter, match the other web measurement tools they were using.
[Updated May-2015] As anyone who has looked at the plethora of web metrics data available knows, even for a moderately active website,...