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 readingWeb 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 readingANALYZE SCENARIOS, NOT METRICS
If you want to really understand what it is happening in your project I recommend you to analyze de 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 example shows
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 readingREPORTING LEVELS – LESS IS BEST
Companies are systems composed by different areas and levels. Those areas and levels perform a very important role in the organization that will (or not) allows it to achieve (or not) its objectives. Said that it is important to understand how vital is the information system flow. Even when some people may think that this post is mainly focused on big corporations, it is not. Information flows will determine how effective is the decision making process into any company no matter how bit it is. If you have a 10 persons company and the 10 are making decisions with a 30 pages report, then are all of
Continue readingTowards an effective Analytics Governance implementation
Managers are downing in data, that’s not new. Analytics governance is the solution, but how do we start? Companies are systems composed by different areas and levels. Those areas and levels perform a very important role in the organization that will (or not) allows it to achieve (or not) its objectives. Said that it is important to understand how vital is the information system flow. Even when some people may think that this post is mainly focused on big corporations, it is not. Information flows will determine how effective is the decision making process into any company no matter how bit it is. If you have a
Continue readingON MY WAY TO GOOGLE
Sunday night, onboard at the 996 American airlines fly to Dallas and after that to San Francisco. If I’m lucky enough Hebert (a great guy from Codice) will be waiting for me. After that we will be heading Google Headquarters to catch up all the new stuff and to be in touch with fantastic people from all over the world. It’s the kind of places where you know you will learn a lot and charge the batteries of passion. I’m not talking about learn theory, or how to do things, it’s much, much more than that. It’s a place where
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 readingSETTING UP YOUR WEB ANALYTICS TOOL FOR CONTENT ANALYSIS
Some Web Analytics tools have offers 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 information from the query parameter and in which circumstances you strip the query parameter from the url“. In every
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
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