You may or may not know that in November last year, Google starting “hiding” organic keyword traffic data in the name of user privacy, for users that are signed into a Google account.
What that means is that if you’re signed in, and you search for something, then click on the link, the term you used is no longer passed through to the website you visit.
For the website, that means they have no idea what you searched for.
The goal for every company should be to have web analytics in-house, lead by a team that is empowered to do true analysis by looking at the data end to end and incorporate both the what (quantitative) and the why (qualitative).
The analysts should also be marketing savvy, not just focused on the data. The true value of web analytics is about understanding user behaviour; it’s more than just data…in fact, it’s primary purpose these days is to help optimise your business. An analysts’ role is to make the connection between the data and the business. And because user behaviour is driving the data, a marketing connection must exist.
Some companies have reached the full in-house model. For many though, it’s a journey that must be undertaken.
So what follows is a plan to help get your new-born to maturity.
Being absolutely bored out of my mind, sitting in Auckland airport waiting for a plane to the US, I thought I’d write a sombre little post on a journey we’re all about to go on.
Seven years as a currency trader taught me a thing or two, especially about interest rates.
When short-term rates rose above long-term rates, we got jittery. And it wasn’t the coffee. Typically, when that happened, a recession was just around the corner…
Implementing web analytics successfully throughout an organisation requires more than just a “fire-and-forget” approach to the platform. There are many elements that go into making it worthwhile for your business…
Like so many of the audience, I watch Todd on The Gruen Transfer each week and each week he always, for me, gets to the truth of the advertising message before the others. So I was really excited to experience what he had to say in the flesh and to see if I could soak up some of his creativity.