As bloggers, there are so many tasks demanding our time — creating the content, promoting it, engaging with readers — that measuring never gets enough attention, at least not beyond […]
You spend a few hours each week crafting blog content, scheduling posts, sharing those posts, and watching the traffic numbers. What exactly are you hoping for? In other words, what […]
Everyone wants to have a successful web marketing campaign, but success only comes with an honest assessment of your battlefield. As the saying goes, you have to know where you […]
What is your definition of online success? Are you looking for rankings, traffic, downloads, sales, all of the above, or something else? Maybe you haven’t really thought about it, or maybe […]
It’s often difficult to get clients to invest in Analytics. From an overall strategy perspective, analytics does little to increase your web presence or website performance. But that doesn’t mean […]
When it comes to social media, there’s no shortage of metrics that you can monitor to determine whether or not your efforts are successful. It’s easy to get buried in […]
Love ’em or hate ’em, now is the time for resolutions. But who wants to read yet another article about losing weight or spending less money. BOR-RING! Nope, this is all […]
PPC dashboards are full of data, and there is no shortage of metrics that you can use to measure the success of a campaign. But with limited time and resources, […]
One of the more frustrating things I see as a web marketer is businesses using the magical powers of observation to determine whether or not their online marketing efforts are […]
When analyzing your website performance data one of the most important metrics to assess is revenue. Conversions tell you how many and at what rate people are turning into leads […]
We’ve talked about what makes a good metric to look at for your business. But, you have to be careful here. There is soooo much data wrapped up in what seems at times like an endless amount of possible metrics that if you are not careful, you will catch yourself wasting your time lost at sea with no idea as to how to get back home where you belong. By “home,” I mean those critical metrics that will measure what needs to change at this specific point in time for your online efforts to improve.
Your business is different than everyone else’s, so why would you look at the same measurements of success as everyone else? Everyone looks at visitors to their site, but what does that tell you about how your business is doing?
…you need to drastically rethink what it means to use data on the web…there is a lot of data, but there are fundamental barriers to making intelligent decisions…because clickstream data is great at the what, but not at the why…it’s important to know what happened, but it is even more critical to know why people do the things they do on your site…and the what else, which is perhaps the most underappreciated data on the web…your web analytics tool can report only what it can record…if you marry the what with the why and the what else, you’ll have a lifetime of happiness…
In a typical business, the highest paid person’s opinion usually wins. This does not mean that their opinion is always the most informed though. It’s just the most powerful. The problem is that it is also the least accountable. But, in the world of the web, there’s a new sheriff in town. Data. This is because data (when used correctly) can provide accountability for decisions made.