Category: Web Analytics

Exactly two years ago from now I was accepting with a lot of expectations my job in Latin3. Two years later I should say It was a great and intense experience and helped me consolidate in the industry that I guess was built to me, or probably I was made for it.Today I

When measuring a section performance from a website (it doesn’t matter its profile), we could commit the mistake of thinking that the one with more total pageviews is the most successful one. There are two things to take into consideration to understand which section or sections are the most successful ones and when we could say that the performance from a particular section is not acceptable. 1- When a visitor arrives to your “home page” has exactly the same chances of visiting any of the available sections, so measuring just each section landing page (or section home) allow us comparing which

Decision making: When you have enough information you should analyze the possibilities and scenarios and take the decisions that minimize the possibilities of fails assuring your success. Control: Controlling the flow of your plan is vital in order to finds out your position in the project and to anticipate deviations and, if necessary, runs your contingency plans (Never forget to have contingency plans; you could analyze your historic information to reduce your uncertainty). “All project managers face problems on Monday mornings – good project managers are working on next Monday’ problems.” You cannot work on next Monday problems if you do not

Measurement plan: In this stage we should define the KPI’s for your Scorecard and Dashboard. It should include the company strategy, objectives, tactics, and KPI’s. You can’t manage what you can’t measure repeated Robert Kaplan over and over again. I would add to this quote, you shouldn’t measure what is not relevant to your strategy. Probably for offline projects is different because measuring is synonymous of outrageous costs, but in online you could almost measure all the people online experience without so much effort. So one of the most valuable advices I could give you is to not measure everything. The

Brainstorming process (identify tactics): Once you understand what’s your “weakest link”, you should launch a brainstorming session (or several) in order to find the project or projects (tactic) that will best help you fix your “weakest link”. If you have a lack of information about your client behavior and attitudes then a great idea is creating a social network where they could relate each other and as a result you will get a bunch of information that will help you understand what are they doing and why. 4- Project design (tactics): Now you have the idea (The difference between idea and project

Identify RCR (restricted capacity resources): Now you should find the Restricted Capacity Resources (Based on “General System Theory”). All the projects are systems, and within those systems flows productivity (not only talking about production but also about communication, sales, quality, etc). In this stage you need to finds what is restricting your system most (project) and attack it with all your efforts, remember that if you pull a chain you will break it in just one link, it means that one link is always weaker than the rest, and when you fix it, then another one is going to be

Very frequent people ask me about how can they make their online projects work, and more frequent they don’t understand when I ask them about how are they aligning their online project with their Corporative Strategy. An ecommerce website, an online campaign, a community website, a SEM campaign, or whatever else are tactics that should be aligned to a Corporative Strategy. If your online tactic is not aligned with your Corporative Strategy, probably the most intelligent decision could be start again from a scratch. 1- Project understanding: Understanding the strategic plan and objectives from the company is the basement of any

It’s very interesting how a new methodology, business model, or whatever else could impact the people that they, in most cases, adopt it without even analyze it. On e of the most mentioned word, within the analytics industry is Funnel. The market adopted the funnel model but we all really know why this model could be useful for analytics proposes? It’s only useful just for analytics proposes? When could we use the model and when not?. First of all I find deeply important to know a bit about the throughput accounting model (you could find more information in this blog

When people talk about unique visitors, are they all talking about the same thing? When people compare two different website by their Unique Visitors are they comparing equivalent things? Well I guess both answers are “probably not”. There are some important things to take into account to really understand what “Unique Visitor” means in each case. Let’s try a definition… “The metric Unique Visitor refers to a browser that was connected to our website at least one time in a defined period of time”. It means that there are several factors that we need to take into consideration before analyzing