Category Archives: Practicing Web Analytics

Minimum viable product vs. minimum viable idea Comments Off on Minimum viable product vs. minimum viable idea

If you want to do something big, it is true that you need to start small. But don’t confuse starting small for thinking small. If you’ve read the Steve Jobs biography, there’s a chapter that describe’s Steve’s ambitions to create the original Macintosh. While it’s cliche to go to a Steve Jobs example when talking […]

4 Awesome Digital Analytics Segments You Probably Haven’t Considered Comments Off on 4 Awesome Digital Analytics Segments You Probably Haven’t Considered

Segmentation is key in analytics…that is something probably nobody would argue (hopefully). Today, our segments are based largely around things like traffic sources, landing pages, visitor profiles (sometimes very good profiles), technology/devices, and more. This got me thinking about a few “dream segments,” where I could look at people based on real-world scenarios of how […]

My predictions and hopes for digital analytics in 2013 3

Well, it’s that time of year again! But this time, we’re rocking with DIGITAL analytics, not just web. A lot of new stuff, and a lot of good, solid fundamentals applied to new things to be conquered in 2013. I hope 2012 was a good year for you (no doubt!), but I think 2013 is […]

Why your dashboards suck, and 4 things you can do about it 8

Dashboards suck. Big time. Why? Because the people who build them are not thinking about their purpose. OH SNAP. Let’s put together a list of what dashboards are not for: Showing you what’s going on Updating stakeholders on key metrics Marrying data from different sources Offering a “heads-up” view of the business Yep, none of […]

Pegs & Holes – What “big data” is really about. Comments Off on Pegs & Holes – What “big data” is really about.

There’s a lot of talk about “big data” floating around these days. The next magic bullet, so they say. But what is big data? That’s what everyone’s trying to answer. First of all, there are two axes of what it seems people are collectively calling “big data” today. Probably more, in fact. But the two […]

Analyze your brand – how a hospital’s new logo can make you a better digital marketer 3

At Search Discovery, the very first thing we do when we work with a client is focus on their customer or client. Our early work with every client is about understanding the industry, brand, and micro need/workflow from their customer’s perspective, often temporarily sidelining discussion of the client’s product or service until we feel we […]

Is ROI the analyst’s greatest frienemy? 7

In the world of marketing and business, it’s all about ROI, right? Well, not if you want to understand what is happening and what you can do about it. Extremes are our enemy. Typically, we get tangled in the extreme of over-complication. We want to run statistical analyses, regressions, econometric models, and the like on […]

6 keys to a killer career in web analytics 8

Every day, I become less of a dumbass, usually as a result of reflecting on what happens when I am one. Here are a few lessons I have learned that may be helpful to you, whether you are just getting started or if you’ve been doing this for a while. I hope you’ll add your […]

Avoid Firing a Cannon from a Canoe (how to make your analytics count) 2

For my birthday, I gave myself the gift of re-reading Dale Carnegie’s great masterpiece How to Win Friends and Influence People. In the very first chapter, Dale was explaining the research behind the book: the polls they conducted, other published material they researched, people they interviewed, etc. They reached a conclusion that sort of blew […]

You’re forgetting to analyze something very important 10

What would you tell your business if you found a tactic that was under-funded but has proven to consistently deliver real return for years on end? Something that has made the company a positive ROI for the entire time it’s been around, but where investment is just a fraction of what it could be and […]

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