Scorecards are a semi-standard structured type of report, supported by proven design methods and automation tools, that can be used by managers to keep track of the execution of activities by the staff within their control and to monitor the consequences arising from these actions (by Wikipedia), and looks like this: The problem I find in that type of scorecard is that there is no relation between the company strategy and the performed tactic activities, which are (if the scorecard is properly design) each one of the measured metrics. On the other hand, it’s not impossible to see either the cause and consequence relationship between the actions or how
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USING PERSONAS FOR ECOMMERCE LIFTS
As you know, from time to time I love to share with you information from some people I admire. In this case one of the main builders of the Web Analytics industry, Bryan Eisenberg, tell us how to use Personas for generating an eCommerce Lift.
Continue readingData Driven Culture – Dealing with “change resistance”
If you are in the middle of the process of convincing your boss to begin with Analytics activities, you will definitely face a lot of troubles trying to make people (not just you boss) overcome the resistance to change. You have to know that becoming data driven requires a cultural, more than a technical change. Don’t you ever underestimate the power of people resisting to change. So take a look at the following video and prepare for a very challenging ride.
Continue readingRE DEFINING THE EMAIL MARKETING FUNNEL
The Email marketing funnels are being changing during last years. The most commonly used is the following: Later people fount out that there is another important metric, mainly with the landing of the called “viral marketing“, forwards and/or tell a friend. This new metric added complexity to the funnel and each Analytic Professional opted for a different design. The most commonly used (at least the one I saw the most) is the following one (forwards are inserted into the funnel in different places): The problem with the above displayed funnel is that Forwards aro not part of the conversion process of a single user. I mean people can
Continue readingGOOGLE ANALYTICS SETUP FOR DUMMIES
If you are about to implement Google Analytics in your site or blog or you did it but you are not sure if you did it well here you have a detailed explanation about what do you have to configure and why at “Edit Profile Information“. Once you click on Edit you will be driven to the following page. The first field is “Profile Name“. Here you have to use a simple name that let you (and other people) know what is that profile about. I recommend having (at least) two profiles per site, one for the production account and the other for the
Continue readingIS THERE SUCH THING AS A WEBSITE?
During my last presentation at the Web Analytics Day I asked the attendees “What is a Website”? and just one or two persons where able to hardly answer. This is not weird, it is based on the way humans learn. We tend to learn things just once and then we just repeat what we’ve learnt. So when we think we know something we just stop asking “why” and the learning process is done. That represents a very danger behavior when the learnt knowledge is not so. In this case nobody asked themselves what a website is because everybody thought they
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