Digital projects have a particular complexity based on the reality that everything is constantly changing. In this kind of environment is very risky to base your decisions for new projects in previous ones since the possibility that the same formula works in this new very unique situation is almost cero. Due to the above mentioned situation is normal that managers and analysts have to make decisions based on very unique and particular scenarios. That is why I highly recommend going beyond the conventional Analytics activities focusing on comprehend the human mind and understand the analyzed system (or project): 1- Every new problem must be taken as that…a new problem. Never try to compare it to
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Web Analytics, Research, BI or CRM?
It’s somehow funny but for some reasons we (people) use to generate multiple systems from something that has just one objective by generating some fake objectives. In this case it’s regarding the activities related with generating and providing information for decision making. This kind of activities are provided today by different disciplines (that in some companies do share departments and in some others don’t) like Market Research, Web Analytics, Business Intelligence, CRM (part of it), Data Mining, and so on. So is getting harder to understand what’s the limit of each discipline. So the people from those disciplines fight for hours arguing which information must be generated by the Market Research
Continue readingDecision Making Scenarios vs Metrics
If you want to really understand what it is happening in your project I recommend you to analyze the decision making scenario and not the metrics per se. An interesting way to understand it is like when you are about to buy a new alarm for your home. The expert ask you all about your house, your family, if you have a dog or other pets, etc. After that tells you how many sensors (Measuring tool implementation) will your house (online project) need. After that each sensor will be measuring all the house movements and if a deviation appears you will be informed (alert). The above mentioned
Continue readingConfiguring your web analytics tool for content analytics
If you are seeking to get the most from your site, look after Content Analytics. Some Web Analytics tools have offered the possibility of tracking and manipulating information based on the query parameters of the query string. One of the most used functionalities is Internal Search: This is a very useful and extraordinary feature that allows you to track and measure what people is searching at your website. However if your website has this functionality means that you will have from each particular page, as much pages as searches your users run. I receive a lot of questions related this feature, saying “in which times you track the
Continue readingInformation vs insights. Towards a data driven culture
One of the basics topics in “data driven culture 101” is understanding that information is not useful itself. I know, you probably read the header and said, I know it is not, however sometimes the obvious it is not that obvious so let’s go for it. Information is just set of data ordered and processed in an specific way that make it relevant for decision making. However the human brain is responsible for the magic of understanding a situation using this information. A tool will never be able to do this. Humans performs very poorly with repetitive processes but are
Continue readingTOWARDS QUALIFIED ANALYTICS PROFESSIONALS
I always enjoyed my analyst role. The idea of trying to find answers in a mess of data and information sounds incredible challenging to me, it is probably (I guess) like an adventure game or something like that (I’m not a expert gamer so I don’t really know the name of those games ). I’ve been an Analyst for more than 14 years and I’ve never got bored, actually the thing is getting even better. However for some reason some people believe that if you want to growth as a professional you have to climb up into the organization, which means, changing your role, which is in
Continue readingThe importance of the Analytics Analysts
I always enjoyed my Analytics Analyst role. The idea of trying to find answers in a mess of data and information sounds incredible challenging to me, it is probably (I guess) like an adventure game or something like that (I’m not a expert gamer so I don’t really know the name of those games ). I’ve been an Analyst for more than 14 years and I’ve never got bored, actually the thing is getting even better. However for some reason some people believe that if you want to growth as a professional you have to climb up into the organization, which means, changing your role, which is
Continue readingCoremetrics Acquired by IBM
Yesterday I was surprised with the news that IBM acquired Coremetrics. First, because IBM was not in my radar as one player interested in something like Web Analytics. Second because Coremetrics is a pretty solid platform with huge clients and they were working a lot during this last months in order to get some of the Web Analytics market that still pays for Web Analytics Solution. The Corporative market, mainly from publishers. However, the deal is done, and this time I have no clue about what is gonna happen with this deal. The Financial aspects have not been announced but I assume it was a greaaaaaaaat
Continue readingSocial Media Standard Metrics – Connecting the operations with the strategy
Fortunately we are moving towards the generation of Social Media Standard Metrics for the Social Media Campaigns performance, which is great! but not enough. I’m affraid that we felt once and once again in the same trick. We focus on what it is possible to measure and based on that we select our metrics. It looks like the same process we lived during the development of Behavioral Metrics. Even today some people don’t understand why should they use some behavioral metrics and it is understandable because some of them are not useful at all. I mean, they are not useful
Continue readingGoogle Analytics Launches the Google Analytics App store
Google has recently launched the Google Analytics Application Gallery allowing companies that are developing useful apps to offer their apps to Google Analytics users. The idea is just amazing. As we were talking in this blog for several years, every person of every company of every industry has a very unique information need for making their decisions.a Google could take two ways, the first is to develop all the required apps to satisfied the most users as possible, the second is to allow third party developers to do it by their self. The first possibility was very risky for Google since it is really
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