Churn Rate (sometimes called attrition rate) is a very useful metric, that measures the number of individuals or items moving into or out of a collective over a specific period of time. Churn rate, when applied to a customer base, refers to the proportion of contractual customers or subscribers who leave a supplier during a given time period. It is a possible indicator of customer dissatisfaction, cheaper and/or better offers from the competition, more successful sales and/or marketing by the competition, or reasons having to do with the customer life cycle (Wikipedia). So if you work in a company that provides
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See you at eMetrics Chicago
Next June (from the 24th to the 26th) I’ll visiting Chicago, besides of being exited about the opportunity of going to the Buddy Guy’s Legend Bar (Always is a good moment for listening my favorite music) I’ve also the honor of being one of the speakers at eMetrics Chicago. For those who are not familiar with eMetrics, it is the most important Analytics’ event (or Digital Analytics ) founded by Jim Sterne (Also one of the founders of the Digital Analytics Association and serial Book’s Writer). If you want to go today is the last day for the super early bird
Continue readingGoodbye Web Analytics, welcome Digital Analytics!
As you probably know, the Organization that joins the efforts of the Analytics professionals from the world regarding standards, best practices, Ethics, etc, is the Web Analytics Association. The Web Analytics Association born in 2003 when the abundant enthusiasm for an independent web analytics organization was readily apparent after only one evening in the lobby bar at the 2003 Emetrics Summit in Santa Barbara… Hundreds of phone calls and thousands of emails later, the three founders made the idea legal and convinced Seth Romanow from HP, search marketer Andrea Hadley, and web analytics executives Rand Schulman (WebSideStory) and Greg Drew
Continue readingCampaign Attribution in Google Analytics
In this post I’ll talk about how Google Analytics attributes a conversion, technically talking. This is not about how you should analyze conversion attribution, if you are interested in that I suggest you to visit Constraint Management vs Direct Attribution. Google Analytics, as the other Web Analytics solutions allows you to identify from which source each conversion came from. Each platform has a particular attribution definition, ergo, it attributes the conversions in a very particular way and could or could not be the same as any other tool you may use. The key, as always in digital measurement, is identifying
Continue readingAnalytics Interview to Mercado Libre’s CTO Daniel Rabinovich
After the presentation I shared with you in my previous post I felt that I need more information from the CTO of Mercado Libre Daniel Rabinovich. So I invited him to an interview. A little background about Daniel: Daniel landed in Mercado Libre far in the year 2000 as Senior Developer. In just two years he was promoted to the Software Architect position to be promoted again in 2003 to the Software Developer Manager position. He worked in that position un till 2007 when he was promoted again, in this case to the Software Developer Director position, then to the Product Development
Continue readingDad is back and will lift your conversions
It’s seems like nothing changed for so many years…take a look at this post “Desired Advertising – DAD – Is that possible?“ and tell me if it is not actual? It is, and it is for the reason that the base of it it is that advertising should be planned and executed as a service it self and not as an stupid and intrusive manner of stolling peoples’ attention. With the above in mind and always following the Web Analytics Association’s Code of Ethics, Imagine how better could be your clients that you contact them considering their interests and needs, following
Continue reading“Underestimate tools” is a great first step for an Analytics professional
In more than 14 years working with internet information I’m seeing the very same situation happening over and over again. The first contact of a person in the Analytics world is related to tools. I’ve being talking a lot about it, we all know how hard is for the average civilians separate analytics tools from the practices. We committed a huge error branding tools with the same name than the practice it self (same problem than the CRM people committed with their practices and tools). So, when someone starts walking in the Analytics way their main focus is on learning using tools
Continue readingThe value of an smile – Analytics allows you to counting the uncountable
If you only read the first sentences you will probably think that this post has nothing to do with Analytics (that may be good for some people, but let’s think that since this is an Analytics blog, that is something bad), so let me invite you to read the entire post. Ten days ago I was having vacations after two years. When you don’t have vacations for such a long time you have the expectations that everything goes perfect. The second day of vacations my kids asked me to visit a Dinosaurus thematic restaurant…. I went to a restaurant with
Continue readingConstraint management vs direct attribution
The last month I attended eMetrics New York, probably the most important and relevant event in our industry, which was incredible well organized by amazing people like Jim Sterne (a little history of it) and with a range of topics to satisfy even the most particular taste. I wasn’t able to listen all the presentations because I was at our booth, but the average quality of presentations was pretty good. The only thing is that, apparently, we have a new fashion word, let me introduce you the best, the most important and relevant word from the Online marketing industry…with you…”Attribution“.
Continue readingAnalytical Claustrophobia
The possibility of having two projects based on similar systems are almost null. I mean, even when you can have an eCommerce that sells Golf stuff and your competitor has the very same thing, both are not gonna work in the same way. All the elements of both systems will not interact in the same way so the experience will not be the same and the way the elements interact in order to reach the system’s objective will definitely not even similar. With the above mentioned differences is easy to understand why we need that the information platforms (Website Analytics,
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