Web Metrics, Emetrics, and Web Analytics, Items 1 to 50

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If you need to learn more about e-metrics and Web analytics, I have two recommendations: Get the book Web Metrics by Jim Sterne (John Wiley & Son, 2002) and attend the Emetrics Summit.

"Web Metrics, Emetrics, and Web Analytics" includes 511 items
This page contains items 1 to 50

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1. How to Vastly Improve Your Search Marketing Efforts, by Mike Grehan, ClickZ, 5-18-2009 Discusses Dennis Mortensen's book, Yahoo Web Analytics, an up-to-date, readable guide to Web analytics.
2. What Is Web Site Analysis? Part 1, by Jason Burby, ClickZ, 5-19-2009 Website analysis takes you from data to a decision and action based on business goals, provides recommendations based on multiple factors, guiding in how to change behavior, and allows meaningful insights and actionable next steps.
3. The Era of Short URLs, by Gary Stein, ClickZ, 5-26-2009 URL shorteners, such as those used in Tweets, shorten the URL and create a unique URL to a destination, which can be tracked. One: bit.ly, has built analytics directly into its interface.
4. Web Analytics Expert Interview with Bryan Eisenberg, by , Web Digest for Marketers, 5-26-2009 Bryan Eisenberg notes that marketers haven't been acting on their analytics data and need to test to survive in these times. Common mistakes include: (1) stop optimizing websites, (2) measuring too much data, and (3) having low expectations. Discusses tracking of mobile marketing and the rise of local search.
5. Bit.ly Adds At-A-Glance Click Counts, by Danny Sullivan, Search Engine Land, 5-16-2009 Notes that Bit.ly, a URL shortener service, now offers the number of overall clicks for any URL you've shortened, such as in Tweets.
6. Web Data Quality: A 6 Step Process To Evolve Your Mental Model, by Avinash Kaushik, Occam's Razor, 5-18-2009 The world of data perfection ("clean, auditable data") doesn't exist any more. To deal with this: (1) follow best practices, (2) audit your data periodically, (3) only collect the data you need, (4) discard accuracy for precision, (5) be comfortable with incompleteness, and (6) move fast, think smart.
7. M3tr1c Conv3r51on: The decline of the click-through has publishers looking to make an impression, by Catharine P. Taylor, OMMA, 6-1-2009 The status of the display ad click is so low that some smarter advertisers are using it to get themselves better deals, Taylor reports. Reviews efforts at building better metrics.
8. Behind the Numbers: Making Last-Click Assumptions, by Daisy Whitney, OMMA, 6-1-2009 Most advertising metrics ignore the issue, or where and when the exposure occurred, and instead measure the conversion based solely on the last ad clicked on. This is a marketing mistake Microsoft's Atlas Institute wants to eradicate, Whitney says.
9. 10 Signs You Don't Understand Web Analytics, by Nicole Rawski, iMedia Connection, 6-10-2009 Sign 1: You bought the tool a year ago, and you're still not measuring your business objectives. Sign 4: Your boss is always asking about the number of "hits" your company's website is getting.
10. Google Gives Partners Analytics on YouTube Pages, by Josh Lowensohn, cnet news, 5-20-2009 Google is giving brands and content publishers another way to track YouTube viewership metrics by letting them view it inside of Google Analytics, writes Lowensohn, allowing brands to keep track of information not previously available.
11. Look at This Article. It's One of Our Most Popular, by Carl Bialik, The Wall Street Journal, 5-20-2009 Using popularity rankings to make decisions, has downsides, Bialik observes. The more popular something becomes, even if just from a random burst of interest, the more likely it is to grow ever more popular. Discusses quantity vs. quality.
12. How to Leverage Google's Changes to Referring URLs, by Jason Burby, ClickZ, 4-21-2009 Analyzes the new Google referral URL from search referrals to your site. Discusses technical factors. Previously it passed the keyword and SERP page. Now it includes specified rank value that will help you do keyword improvement.
13. Avoiding a Collision Between Twitter Analytics and SEO, by Erik Dafforn, ClickZ, 4-15-2009 Twitter's short URLs make it hard to track sources. Suggests Cli.gs as a good way to track tweeted URLs, so long as you're the person who tweeted them in the first place. Explains how to avoid duplication in counting referrals. Suggests adding a canonical link to account for all link equity.
14. Standard Metrics Revisited: #6: Daily, Weekly, Monthly Unique Visitors, by Avinash Kaushik, Occam's Razor, 4-20-2009 Defines a unique visitor, then explains what this metric tells you.
15. Using Google Analytics for Keyword Segmentation and In-Depth Analysis, by Michael Stearns, Practical eCommerce, 4-7-2009 Explains how to use Google Analytics to determine how much each keyword is affecting e-commerce sales. Then describes how to use the new Advanced Segmentation to monitor the progress of individual words.
16. 4 Costly Metrics Misconceptions, by Brandt Dainow, iMedia Connection, 5-19-2009 Web analytics should occupy the same position in business that bookkeeping occupies, says Dainow, but instead it is poorly understood and dominated by misconceptions. Discusses some key misconceptions, reviews industry.
17. Online Merchants Targeting, Tweaking and Testing, by Jack Loechner, Media Post, 4-23-2009 With conversion numbers trending down, merchants are challenged to get customers to convert, but viewing other success metrics and benchmarks in the broader context of multi-channel shopping, writes Loechner.
18. Web Analytics Get Social, by Rich Karpinski, B to B, 4-20-2009 New capabilities can help marketers track customers' activities on social media sites, writes Karpinski; reviews a number of tools, some free, enabling marketers to analyze social media usage.
19. Web Analytics for Social Media, by Shane Atchison, ClickZ, 3-2-2009 How do you measure social media? The real opportunity is not metrics so much as true, actionable intelligence that informs business decisions. Mentions free tools (Google Alerts, Technorati Watchlists, FriendFeed, Yahoo Pipes), and paid (TruCast, BuzzMetrics, Cymfony).
20. Measuring Exit Clicks, by Kevin Lee, ClickZ, 3-6-2009 Exit clicks should be a success metric for some businesses. What happens is the (1) back button, (2) follow your link to another site, (3) navigate out after a thank you page, and (4) close the browser with your site loaded.
21. Aggregation of Marginal Gains: Recession Busting Analytics!, by Avinash Kaushik, Occam's Razor, 3-10-2009 Suggests how to aggregate marginal gains to improve ROI. 1) Figure out where you are making money, where you ain’t. 2) Cover all the bases in your email campaigns. 3) Funnels baby! 4) Stop The “Puking”: Fix Your Top Landing / Entry Pages. 5) Identify Paid Search Keyword Opportunities. 6) When In Doubt, Ask Your Customers. 7) Stop Doing “Dumb” Things.
22. Google Tips for More Conversions, by Chris Crum, WebProNews, 3-19-2009 Conversions end with your site. That's why you need to concentrate on what is and what isn't working, says Crum. Offers hints for testing from Google and others.
23. Web Analytics Meets Social Media, by Jessica Tsai, Destination CRM, 4-16-2009 Tsai reports that Webtrends and Radian6 are the latest vendors to partner up for companies hoping to monitor and respond to online conversations.
24. Analyzing Analytics 2.0, by Rich Karpinski, B to B, 3-9-2009 Web analytics platforms are becoming increasingly sophisticated. Karpinski reports that not only can they process more data and integrate Web stats into other corporate systems, they can incorporate data feeds as social media and influence information.
25. National Instruments Puts Fine-grain Metrics to Work, by Rich Karpinski, B to B, 3-9-2009 By deploying a more real-time Web analytics package rather than a simple weblog analysis platform, National Instruments builds campaigns with highly targeted landing pages that can be targeted at the individual product and country level.
26. HOW TO: Measure Online Influence, by Micah Baldwin, Mashable, 3-2-2009 Influence is difficult to ascertain online, writes Baldwin. Explains how someone becomes influential, measures of influence such as incoming traffic and links, reader engagement, numbers of recommendations and connections.
27. Getting More Than You Searched For, by Elizabeth Glagowski, 1 to 1, 2-23-2009 A strategic approach to search engine results can lead to a deeper understanding of customers and prospects, says Glagowski. Most companies are still very tactical when it comes to leveraging their search engine program data.
28. The Identification Aptitude Test, by David Honig and Lewis Steckler, OMMA, 3-1-2009 Online marketers have the difficult task of deriving value from the complex and constantly evolving digital advertising landscape. Honig and Steckler discuss how to use data to effectively manage advertising investment and drive results.
29. Building Online Communities by the Numbers, by Heidi Cohen, ClickZ, 2-23-2009 Lots of metrics about online communities: The 90-9-1 rule: of your audience, 1% will actively answer questions and post, 9% will comment and ask questions. Forums must receive 5 to 10 posts per day to be perceived as vibrant enough to merit return visits. Explains how to drive participation, measure community healthy, and assess financial impact.
30. Reporting and Analysis: Understanding the Difference, by Jason Burby, ClickZ, 2-10-2009 Differentiates between site performance data to look at or data to drive insights.
31. Analytics Basics: Maximize Surveys' Effectiveness, by Neil Mason, ClickZ, 2-3-2009 To understand the online user experience through a survey: (1) be clear about its purpose, (2) keep it short and simple, (3) work out how much data you need, (4) test before going live, (5) keep it ethical, (6) see it as an extension of your brand, (7) be prepared for feedback.
32. What a Pixel and Cookie Can Reveal, by Brian Massey, ClickZ, 2-4-2009 Cookies and pixels can deliver a lot of metrics, some of which can be useful. Referrer, browser, portal, search keyword, where they landed, locality, Internet speed, and more. From this data you can determine latency, frequency, recency, efficiency, and adjacency, and more.
33. Actively Avoid Insights: 4 Useful KPI Measurement Techniques, by Avinash Kaushik, Occam's Razor, 2-18-2009 Four useful KPI measurement techniques include (1) averages of significant segments of your traffic, (2) percentages using statistical significance, (3) ratios, and (4) compound metrics.
34. The Missing Google Analytics Manual, by Bryan Eisenberg, FutureNow, 2-16-2009 The author has compiled a list of links to articles and videos that explain how to set up Google Analytics and excel in using it to analyze what is happening on your site. Useful.
35. Paid Search Analytics: Measuring Value of “Upper Funnel” Keywords, by Avinash Kaushik, Occam's Razor, 2-2-2009 Upper funnel keywords are those used by customers who are early in the buying process. How do you measure their value? Avinash compares "head" words to the "long tail" words -- both introduce new people to you. (1) Understand each stage of the customer purchase life cycle, (2) map your keyword portfolios to each of those life cycle stages, (3) measure success of keywords in each step differently. Early stage / upper funnel / long tail keywords are cheaper and have a lower standard. Purchase stage keywo
36. Finding The Optimal Cost-Per-Lead, by Patricia Hursh, Search Engine Land, 1-21-2009 The relationship between lead cost and lead volumes for B2B PPC campaigns is not linear. Lead costs often increases as PPC spend increases because a wider (less efficient) net is cast. Look for the sweet spot based on ROI.
37. Excellent Analytics Tip #15: Measure Latent Conversions & Visitor Behavior, by Avinash Kaushik, Occam's Razor, 1-21-2009 We measure initial visitor behavior, but why not subsequent behavior, which may be a better indicator of success. Consider determining this by visitor recency and visitor loyalty reports.
38. Google Analytics Maximized: Deeper Analysis, Higher ROI & You, by Avinash Kaushik, Occam's Razor, 1-6-2009 Offers a 9-point checklist of "analytics awesomeness": (9) Get external context, (8) internal site search, (7) organic search, (6) landing pages, (5) goals, (4) deep e-commerce tracking and analysis, (3) bounce rate, (2) custom reports, and (1) segmentation
39. Why Customer Retention Trumps New Business, by Chad Little, iMedia Connection, 1-28-2009 Companies that survive these lean times will be the ones with strong bases of loyal customers, says Little. Walks you through screenshots from Google Analytics, explains conversion value from new and returning customers.
40. Is the Unique User an Endangered Species?, by Sarah Lacy, Business Week, 1-28-2009 Sites, bloggers, and individuals struggle to monetize their popularity by using tricks to inflate the number of new people who visit their sites, thus destroying the value of the "unique visitor" gauge, Lacy reports.
41. Audience Measurement: Five Media Factors to Consider, by Heidi Cohen, ClickZ, 12-15-2008 Discusses important metrics for assessing ad effectiveness on an audience. Agrees with the IAB's unique visitor, session, and time spent metrics, but suggests several others that should be considered, including CPM, conversion rate and CPA.
42. The Web Analytics Standard that Failed Us, by Brandt Dainow, iMedia Connection, 1-6-2009 Dainow explains why, thanks to fuzzy math in the analytics community, it will take years to create proper, precise standards that can be implemented industry-wide.
43. Website Design Tips for Tracking ROI, by Chet Geschickter, iMedia Connectioin, 1-7-2009 Geschickter covers basic principles for measuring ROI with website data and provides a set of typical strategic digital marketing objectives and recommendations for how to measure performance, along with some examples.
44. Multichannel Analytics: Tracking Online Impact Of Offline Campaigns, by Avinash Kaushik, Occam's Razor, 12-22-2008 To track the online impact of offline campaigns, Avinash recommends: (1) use redirects, vanity URLs, (2) use unique redeemable coupons, offer codes, (3) use online surveys, market research, (4) correlate traffic patterns with offline ad times, patterns, (5) use the power of controlled experiments.
45. Analytics Career Advice: "I am an Analytics God, I want more $$. How?”, by Avinash Kaushik, Occam's Razor, 12-3-2008 How can web analytics professionals earn more? Provides some introspective questions about style. Then offers 4 options with discussion: (1) Technical individual contributor, (2) business individual contributor, (3) technical team leader, and (4) business team leader.
46. Analytics Basics: Segmentation, by Neil Mason, ClickZ, 12-9-2008 Explains how Advanced Segmentation in Google Analytics works, and explains what you can do with segments once you've created them.
47. Measuring Value of Ecommerce Sales Tools, by Avinash Kaushik, Occam's Razor, 11-24-2008 How do you measure the conversion value of a video demo? Avinash recommends: (1) use ClickTracks to compute contextual influence, (2) use surveys (Voice of Consumer), (3) run a A/B or multivariate test.
48. TIME SPENT. Add it to the spreadsheet., by Mark Spates, iMedia Connection, 12-11-2008 The on-demand media revolution has caused a fundamental shifts in the way advertisers have to think about measuring and accounting for each dollar spent, Spates writes. Explains why time spent is a valuable metric.
49. Click-Through Plus View-Through Completes ROI Measurement, by Jack Loechner, iMedia Connection, 11-25-2008 The effectiveness of online advertising campaigns in meeting branding objectives such as heightened brand awareness, improved attitudes toward the brand, and increased purchase intent, results in incremental purchasing.
50. Audience Measurement: Five Media Factors to Consider, by Heidi Cohen, ClickZ, 12-15-2008 Discusses the audience reach measurement guidelines from the Interactive Advertising Bureau (IAB). Defines a unique user or visitor, a visit or session, and time spent. An advertiser will be looking for CPM, conversion rate, and CPA or customer acquisition cost.