Noise or Music? - The Insights Blog

Here I write about Google Analytics setup and usage; Online privacy; Data accuracy; Website usability; Conversion optimisation; and best practices for organisations wishing to achieve success online – the whole raison d’etre for measurement in the first place…!

I love to hear reader’s feedback, so please comment on my posts or share them.

Brian Clifton - Blog

Digital Analytics Trends for 2016…

Categories: Metrics understanding / Comments: 0

ClickZ is a great learning resource. Even for expert readers their articles are well researched and informative – they simulate thought and further discussion. So when asked by Linus Gregoriadis, Global Director of Research & Intelligence at contentive (publishers of ClickZ), to discuss my thoughts on the latest digital marketing trends, I was of course flattered. These are […]

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Google Analytics is 10 years old – What’s changed?

Categories: Google Analytics and GTM / Comments: 11

On the 14th November 2005, Google Analytics launched – the result of an acquisition of a product and company called Urchin Software. That was a momentous day for two reasons:

  • for me personally – I was 5 weeks into my new job as Head of Web Analytics for Google Europe;
  • for the industry – Google had entered the analytics space with a big bang by releasing the first enterprise class product for free – unheard of then!
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[Survey] Do you TRUST your analytics data?

Categories: Metrics understanding, Privacy and Accuracy / Comments: 6

The question of data trust is what I see as the biggest issue facing the digital analytics industry at present. Why? Because it is so easy to collect junk data online. And businesses will not act on data unless they have trust in it. The result is data paralysis – no one wants to dig deep in to the data for fear of what will be uncovered…

Is this scenario true? Take part in the Trust Survey now…

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Should you pay $150,000 for Google Analytics Premium?

Categories: Google Analytics and GTM, Metrics understanding / Comments: 19

GA Premium costsWhat is the cost of Premium? Why use a paid-for tool? A client considering GA Premium (the paid-for version of Google Analytics) asked me the following question recently:

“One thing that would be great to cover in our meeting, is the value of the Premium product for us. How will it save us money by spending $150k a year instead of simply adjusting our approach and using the free product?”

That’s a great question – getting right to the point of value for money. And this is my two-point response that can be applied to any paid-for vendor….

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Improving The Web Using Data – 1. The Accuracy Debate

Categories: Metrics understanding / Comments: 2

This is Part ONE of a three post series. In this post I discuss what digital data is accurate (and what is not) from a publisher’s point of view. Contents:

  • Most of the web is junk, but web analytics can help
  • The two types of web analytics
  • The accuracy debate: On-site versus off-site metrics

In Part TWO: On-site versus off-site analytics tools – how they work
In Part THREE: 8 recommendations for choosing a tool

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8 Recommendations For Choosing A Tool: on-site versus off-site analytics

Categories: Metrics understanding, Privacy and Accuracy / Comments: 0

This is Part THREE of a three post series. In this post I discuss how to keep your sanity when trying to compare numbers from your different tools. On-site and off-site web analytics should be used differently and I show you when and how its appropriate to pick one method over another.

In Part ONE: What digital data is accurate (and what is not).
In Part TWO: On-site versus off-site analytics tools – how they work.

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Define: Digital Analytics

Categories: Metrics understanding / Comments: 2

I enjoy doing interviews – listening to other people’s questions gives me a different perspective compared to the questions I ask of myself (and of data) all the time… This question came form Manu Jeevan as part of his interview for the Big Data Made Simple blog. It made me think about something that has been troubling me for some time.

define: digital analytics

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