Data Integration, where are you? During the last two days I was at Adtech San Francisco and I was very surprised (and not) because none of the Web Analytics tools where present there. Google was there just with Adwords, Yahoo! had no booth nor did Omniture, or Coremetrics. Would it be that they are big enough for not needing to do advertising? So, should I think that Adwords is small? You can also say that some of the tools are free and they are part of other business (like Adwords and Google Analytics) and here is when we return to the beginning. Information is what makes you
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Digital Analytics Association Board of Directors elections
The next 29th of March the Digital Analytics Association will open the electronic ballot for the 2010 Board of Directors Elections. Qualified voting members will receive the electronic ballot via email on Monday, March 29 and will have through Monday, 12 of April to cast their ballot. I’m so glad to announce that I’m, for third time, one of the candidates. I’m glad not just because it means that we could have a person representing the Latin American Analytics Industry “on Board” but also because working with such amazing people will definitely promote the perfect environment to make Analytics grow at the necessary
Continue readingThe Digital Analytics Association launches new website
If you are a Digital Analytics geek I have great news, at the Digital Analytics Association we have just launched the brand new Website with an improved navigation, visual representation and probably the most important improvement, the addition of the member only online community, which gives you: 1- An Improved Member Profile and Directory: Your Member Profile can include memberships in various committees and country groups, links to personal social networking sights, and much more. 2- Ability to Get Involved: Are you interested in joining the Research Committee? The Spain Country Group? Simply go to the Groups section and join us. You will immediately start to receive
Continue readingA/B Testing or 360 view?
A/B Testing or 360 view? Identifying the type of information we are handling is the base for building decision-making scenarios with an acceptable level of risk. The type of information has nothing to do with the information source. The information source is just a mere “provider” but is not important at all once the information is already in your information system. For instance a Web Analytics tool could provide Behavioral information, however some of them could provide attitudinal information and it doesn’t make any change as long as you know which kind of information you are handling in every case. If your Web Analytics tool just provide Behavioral information (all the
Continue readingTowards and effective conversion optimization project
If you would like to optimize your site performance it is key to first identify the interactions that a user could generate on it. To do so you must forget about the holistic vision of systems by the systemic vision (highly recommended to read Peter Senge’s Fifth Discipline). The holistic vision says that in order to optimize each part of the system you need to optimize each part of the system while the systemic vision says that the important thing is to understanding and optimizing not the parts (or objects) but the interactions and not all the interactions but the one/s that are mainly constraining your website from a
Continue readingData insights – the hardest part of the Analytics Ninja work
Data insights is without any doubt the hardest part of the Analytics Ninja work. One of the critical parts of an Analytics Ninja work is related with the way humans interact. Analytics Ninjas must understand what people need to make decisions and what they don’t. However, this task that seems to be pretty simple, in fact it is not. First of all every human has a different mental model which process the information in a very particular way. The communication also differs based on gender, man and woman communicate in a very unique way. Culture is something that pushes the differences among people. People from Argentina
Continue readingFIN Concept – Free is nothing
“I implemented Google Analytics because is free” is one of the most trite phrases this days in the Internet Industry and let me introduce you the FIN Concept…Free is Nothing. Do you thing that Google Analytics or Yahoo! Web Analytics or any other tool is free just because your don’t have to pay for them? That is not correct and I’ll show you why… Opening a Google Analytics Account is just the beginning of the history after that you have to setup the account and lost a couple of days thinking about what’s your system (website) Objective, how’s your system is composed, what is its structure, what can a
Continue readingEMAIL MARKETING BENCHMARKS – OPEN RATE, CLICK RATE, UNSUBSCRIBE AND MORE
Here I leave you some interesting Charts from the eMarketer note called “Who is Most Engaged with E-Mail?”, can we generate clusters based on the different Web Mails to optimize ROI? Even when a Web Mail is just a Web Mail and using one or the other seems to be just a casual decision, they behave really different regarding Open Rate, Click Rate, Soft and Hard Bounce rate, Abuse, Unsubscribe, etc. Lets take a look.
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 readingWeb Analytics Day in Buenos Aires
I’m very glad to announce that Google is organizing, for the next 25th of June, a Web Analytics Day in Buenos Aires. I have the honor of being one of the speakers of the first of the following topics: 1- Google Analytics Advanced Implementation. 2- Media Planning. 3- Google Analytics Advanced Features. 4- Conversion Optimization. You can register to the event here.
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