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 433 items
This page contains items 1 to 50

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1. Better Web Pages with Google, by Jessica Tsai, destination CRM, 6-16-2008 A new partnership between the search-engine giant and content management systems gives end users a tool for Web-page testing.
2. Ignoring Bad Data Can Cost You Your Customers, by Bob Orf, B to B, 6-9-2008 Data-bases are doubling in size every 6-9 months. Catching erroneous data earlier is key to your bottom line. Ignore the problem for another month and the problem compounds itself, further wasting funds on “off-target” marketing campaigns, Orf warns.
3. Website Design Rules Are Made to Be Broken, by Tom Leung, iMedia Connection, 7-7-2008 Sometimes the rules won't apply to your site, where your analytics will always inform smart design choices. Those that embrace and leverage cutting-edge analytics and experimentation tools far outperform their competition, says Leung.
4. A Primer On Web Analytics Visitor Tracking Cookies, by Avinash Kaushik, Occam's Razor, 7-24-2008 Explains why cookies are important, the difference between transient and persistent cookies, first-party vs. third-party cookies. He sees cookie deletion rates of 3% to 5% for first-party cookies and 20% to 25% for third party cookies. Finally, he discusses cookies and the privacy issue.
5. Optimum Results, by Christopher Hosford, B to B, 5-5-2008 Hosford reviews survey findings showing that optimizing landing-page effectiveness and working on things that produce conversions are top-of-mind for most marketers. Reviews multivariate testing and other tools.
6. Why Testing May Doom Your Rankings, by Michael Kraft, Marketing Pilgrim, 5-30-2008 When you test several versions of a webpage, GoogleBot will only see one, but next time will see other content. To keep rankings from jumping around: (1) keep title tags the same on each version, (2) keep content relatively similar, (3) use identical alt text on images, (4) use caution when using re-writes and redirects, and (5) be careful when making updates.
7. 8 Stupid Things Webmasters Do To Mess Up Their Analytics, by Linda Bustos, Marketing Pilgrim, 5-29-2008 Discusses typical analytics mistakes. (1) Tracking your own IPs, (2) tracking irrelevant referring sites, (3) tracking visitors outside your target market's geography, (4) forgetting to tag all your pages, (5) sloppy goal configuration, (7) setting short cookie durations, and (8) not tracking full site referral URLs.
8. “Yes M’am, Yes You In The Back Row” [13 Web Analytics Questions], by Avinash Kaushik, Occam's Razor, 5-27-2008 Discusses 13 random questions about web analytics. Some include 4Q Surveys, the 10/90 rule, etc.
9. Text Analytics: Your Customers are Talking About You, by John Edwards, CIO, 4-16-2008 When your company's customers talk, do you listen closely and quickly enough? Edwards writes that more CIOs are deploying text analytics technology to examine customer comments on websites, surveys and the like.
10. Optimum Results, by Christopher Hosford, B to B, 5-5-2008 When it comes to Web analytics, what do marketers really focus on? What aspects of their Web sites do they optimize on an ongoing basis, and what tools do they use to get it done? Hosford discusses finds of survey.
11. Best ways to measure video ROI, by Andreas Roell, B to B, 5-5-2008 Roell suggests using a combination of data to track a video campaign's success. These include: using an analytics platform, monitoring search engine ranking, tracking how long viewers watch an advertisement.
12. The “Action Dashboard” (An Alternative To Crappy Dashboards), by Avinash Kaushik, Occam's Razor, 4-30-2008 Suggests how to display metrics data to executives on a dashboard. They shouldn't leave the interpretation to the executive, they provide too many numbers, they're afraid of making recommendations, and they aren't created by inside practitioners. Shows an example of a helpful dashboard with four quadrants containing: (1) a graph or metric trend, (2) key trends and insights sentences, (3) actions or steps to take, and (4) impact on the company/customer.
13. Improving Search Marketing Efforts with Analytics, by Eric Lander, SEO Newsletter (Bruce Clay LLC), 4-15-2008 From a search perspective the author suggests: (1) integrate proprietary tools, including Google Webmaster Tools, Yahoo! Search Site Explorer, and Compete.com. (2) Analyze the engine's behaviors, looking for biweekly deep crawls as well as aggressive spidering with sitemaps. (3) Pathing and conversion analysis looking at entry and exit pages and pages per visit. (4) Tracking comparative data, and (5) looking beyond your site's analytics to Hitwise, Ale3xa, and Compete.
14. How To Excite People About Web Analytics: Five Tips, by Avinash Kaushik, Occam's Razor, 4-8-2008 Ways to make analytics data interesting: (1) Do something surprising, don't puke data out. (2) Start with outcomes, measuring impact, not visits. (3) Create heroes and role models who will champion analytics. (4) Use your customers and competitors. (5) it fun.
15. YouTube Analytics: Marketers Draw New Insights from Old Uploads, by Zachary Rodgers, ClickZ News, 3-28-2008 Google has introduced new statistical reporting features for YouTube video publishers, including daily traffic numbers and improved traffic source data. More detail will likely be added in the future, not just at YouTube, but at other social sites such as Facebook.
16. Microsoft, Others Seek to Gauge Engagement, by Richard Karpinski, B to B, 4-7-2008 Online advertising may be more measurable and accountable than other types of marketing that came before it, but is it measuring and counting the right things? Karpinski presents Microsoft's "engagement mapping" project.
17. The Best Technology Marketers Are Well Versed in MPM, by Michael Gerard, B to B, 4-7-2008 Gerard discusses marketing performance measurement (MPM) strategies that focus on maintaining a set of pragmatic marketing performance objectives and metrics.
18. Making Metrics Relevant, by Marie Griffin, B to B, 4-4-2008 Deciding what to measure is a challenge, Griffin reports, as there are no one-size-fits-all standards. The most inexpensive and efficient way to drive traffic to a site is to develop the right kind of content, say experts.
19. Click Me, Baby... One More Time, by Anne Zieger, OMMA, 4-1-2008 Even if the click never results in a sale, it does give marketers the reassuring feeling that their message resonates with the audience they're trying to reach, says Zieger. Because few clickers translate into actual business, new metrics are needed.
20. 4Q - The Best Online Survey For A Website, Yours Free!, by Avinash Kaushik, Occam's Razor, 3-4-2008 Suggests an opt-in 4question survey on your site: (1) What is the purpose of your visit to our website today? (20 Were you able to complete your task? (3) If you were not able to complete your task today, why not? Etc. It is found at http://4q.iperceptions.com
21. Excellent Analytics Tip #13: Measure Macro AND Micro Conversions., by Avinash Kaushik, Occam's Razor, 3-26-2008 Recommends measuring micro conversions with Google analytics, not just macro conversions such as sales. Among the benefits are learning about multi-channel impact4 and the multiple personas on your website. He gives examples of micro conversions for various types of sites.
22. Google Gets E-Retailers Rolling on Analytics, by Mary Wagner, Internet Retailer, 4-1-2008 An overview of Google Analytics from the standpoint of retailers. At the conclusion of the article you'll find a pros and cons list that's helpful.
23. Context Is King Baby! Go Get Your Own., by Avinash Kaushik, Occam's Razor, 3-18-2008 Never report data in aggregate, or by itself. Always test to see if you are including context, such as: (1) trends over different time periods, (2) compare key metrics and segments against site average, (3) compare metrics with related "spouses," (4) compare to industry benchmarks, (5) tap into the tribal knowledge, others' understandings of the data.
24. Search marketers Need Web Analytics, by Eric Lander, SEO Newsletter (Bruce Clay LLC), 3-15-2008 After an introduction to web analytics, the author suggests 4 metrics from which search marketers can learn: (1) top search queries, (2) top entry pages, (3) top exit pages, and (4) bounce rate.
25. Standard Metrics Revisited: #5 : Conversion / ROI Attribution, by Avinash Kaushik, Occam's Razor, 3-11-2008 A series of videos by Avinash and John Marshall explaining using cookies to track ROI, that is, what ad or source gets credit for a sale. They show a simple case, and then the more complex cases. Well done.
26. Lack Management Support or Buy-in? Embarrass Them!, by Avinash Kaushik, Occam's Razor, 2-26-2008 Suggests 6 strategies to embarrass management into change: (1) Implement an experimentation and testing program, (2) capture the voice of the customer, (3) deploy benchmarks, (4) conduct competitive intelligence, (5) hijack a friendly website, and (6) call in an expert.
27. Excellent Analytics Tip #12: Unsuspected Correlations Are Sweet!, by Avinash Kaushik, Occam's Razor, 2-19-2008 Tracking with a one dimensional mindset (or in a silo) means that you will end up missing so much of the picture. Avinash gives an example of this, then concludes: (1) Combine analytics with online marketing and online customer behavior and realize that (2) correlation does not imply causation.
28. ClickTale, , A monthly service that records your visitors' mouse movements, clicks, and scrolling actions. It can be used, for example, to see how far down they scroll down a landing page. Free for up to 100 visits a week, then $19 per month for 3,000 visitors to $99 for 30,000 visitors. They provide heatmaps to visually understand how users are scrolling on a webpage.
29. ClickTale Scrolling and Research Report v. 2.0, by Tal Schwartz, ClickTale Blog, 10-5-2007 Part 1 provides research on the location of the "fold" on different web browsers and determined how that affected scrolling behavior. Approximately 15% to 20% of users reach the bottom of the page regardless of page height. Part 2 explains that the top of the page gets about 17 times the exposure of areas near the page bottom. Visitor attention and exposure peak at about the 540 pixel-line. The author recommends on a long webpage "stop points" such as headings and images to prevent visitors' attention fr
30. Social Media Metrics, by Dave Evans, ClickZ Experts, 2-27-2008 Measuring and analyzing statistics associated with social media activity is different from running traditional web analytics, because results that matter accumulate and grow over a period of time, rather than occurring in a clearly defined campaign period.
31. Microsoft to Measure 'Engagement' with Online Ads, by Jeremy Kirk, The Industry Standard, 2-25-2008 Kirk reports Microsoft's reporting tool, called Engagement ROI, for its online advertising platform that it claims measures the impact of online ad campaigns rather than merely counting clicks.
32. Is Your Web Analytics Tool Next-Level Ready?, by Phil Kemelor, Intelligent Enterprise, 2-21-2008 Kemelor explains how Web analytics can provide real business value for your enterprise, whether you are in the process of selecting a vendor or already have a current installation.
33. What to Measure?, by Karen J. Bannan, B to B, 3-10-2008 Web 2.0 applications have given marketers a granular picture of their customers' behavior that goes far beyond page views, but analyzing those data poses new challenges, explains Bannan.
34. Must-have Web Metrics, by Jim Sterne, B to B, 3-10-2008 B-to-B marketers must look deeper into Web analytics data to derive conclusions about brand building, advertising effectiveness and prospect interest, Sterne advises. Offers steps for measuring the success of B-to-B sites.
35. Monitoring Web Traffic Is Big Business, by Eric Pfanner, CIO Today, 3-11-2008 Discusses software that can spot patterns that help marketers fix problems on their sites: if, for example, large numbers of users search for airfares on one site but end up making their reservations on another.
36. Data-Driven Marketing, by Neil Mason, ClickZ Experts, 2-19-2008 A discussion of the 4 key components of data-driven marketing - philosophy, processes, data and technology - and how they work together to build a successful marketing program.
37. How to Overcome Five Key Online Retailing Challenges, by Heidi Cohen, ClickZ Experts, 1-31-2008 In praise of multivariate analysis: it may sound complicated and expensive, but the potential results for online sellers are large and measurable. A discussion of the benefits, as well as issues to consider before you get started.
38. Analytics in a Post-Web 2.0 World, by Steve Wind-Mozley, CIO Today, 2-6-2008 As Web site visitors move around the Internet, explains Wind-Mozley, each interaction or 'event' has the potential to provide behavioral data that can be collated to create a powerful view of the visitor
39. Measuring Online Engagement: What Role Does Web Analytics Play?, by Avinash Kaushik, Occam's Razor, 1-31-2008 Defines online customer engagement, then discusses some metrics to capture it: unique visits, frequency of visit, recency of visit, and depth of visit. Concludes that metrics can discriminate between relative degrees of engagement only.
40. History Is Overrated. (Atleast For Us, Atleast For Now.), by Avinash Kaushik, Occam's Razor, 1-22-2008 Don't keep your web analytics data forever, because of changes over time in visitors, computations, systems, website, personnel. However, keep some aggregated data.
41. 2008 Internet Marketing Strategy: Are You Prepared, MarketingExperiments Journal, 1-18-2008 Looks at highlights from 2007 research and forward to 2008 with observations, predictions, and recommendations: (1) implement truly reliable metrics, (2) improve your capacity to test, (3) reorder your marketing priorities, (4) conduct a thorough competitive analysis, (5) explore and test new media, (6) revolutionize the way you communicate.
42. Standard Metrics Revisited: #4 : Time on Page & Time on Site, by Avinash Kaushik, Occam's Razor, 1-14-2008 Explains how Time on Page and Time on Site metrics are computed.
43. Online Measurement Debate Produces More Questions than Answers, by Carol Krol, B to B, 12-10-2007 We have to decide whether we are going to track this medium in a way that is similar to other media or are we going to create a new method, say experts.
44. Rugs Direct increases sales by 30% using first-click analytics, Internet Retailer, 12-26-2007 RugsDirect.com boosted sales by 30% after implementing Coremetrics' technology that tracks multiple customer interactions to determine which marketing tactic first put a consumer on the path to making a purchase.
45. Web Analytics Demystified, by Avinash Kaushik, Occam's Razor, 12-18-2007 Simplifying web analytics in 5 steps: (1) Get the Primitive Basics Out of the Way. (2) Understand Traffic Sources. (3) Fix Stuff / Save Money! (4) Two Words: Site Overlay! (5) Focus on Outcomes (To get rich is glorious! - Deng Xiaoping).
46. Web Metrics Demystified -- 4 Attributes of Great Metrics, by Avinash Kaushik, Occam's Razor, 12-11-2007 Avinash offers 4 attributes of great metrics: (1) uncomplex, (2) relevant, (3) timely, and (4) "instantly useful." Three field lessons on metrics: (1) Perfection is the enemy of good enough. (2) Identify the critical few metrics. (3) Metrics life cycle process is your friend.
47. 10 Things You Need to Know About Metrics, by Daisy Whitney, Media Post, 12-1-2007 Some trends: measurement of online audience engagement; increasing consumer distaste for pre-roll ads; video ad targeting to search results.
48. Measuring Visitor Engagement: Tools + Tips, by Ronald Patiro, GrokDotCom.com, 11-14-2007 Defines "engagement." Next asks: What is the ultimate purpose of our site? and What actions do visitors exhibit when they're interacting? Gives examples of various engagement metrics and indices.
49. Analytics Tools Comparison: Coradiant vs. Tealeaf, by Avinash Kaushik, Occam's Razor, 11-13-2007 A comparison of two analytics tools -- Tealeaf and Coradiant. (1) Time to use -- Coradiant is much faster time to use. (2) Time to usefulness -- Coradiant has much higher time to usefulness and action. (3) Cost - Benefit "Equality". Have each vendor give you a specific written quote for your specific requirement.
50. Multiplicity: Succeed Awesomely At Web Analytics 2.0!, by Avinash Kaushik, Occam's Razor, 11-6-2007 Different sources of data and analysis -- multiplicity -- is important in Web analytics -- data from clickstream, multiple outcomes analysis, experimentation and testing, voice of customer, and competitive intelligence. These require different tools. Discusses two tools: Coradiant and Maxamine, to get at critical data.