Winner of the Econsultancy JUMP blogging contest
It was a bit of a shock and a great surprise to see this tweet pop up on my screen last Fri afternoon
I had written this post on measuring multichannel campaigns the previous week upon my return from travels and was only able to submit it due to the deadline being extended by a week. Given that JUMP is a conference all about joining up online and offline marketing to achieve better results and that it targets marketers, it was a ...
Measuring Multichannel Marketing Campaigns
With the incentive of an iPad, eConsultancy membership and a free pass to JUMP, I spent a proportion of my time while hiking around Peru trying to develop my thoughts on optimising the return from doing both online and offline marketing. Naturally, as a web analyst, my focus on this is related to measuring and understanding the performance of marketing campaigns - based on the idea that the more that you understand about the ...
What if visitor counts are inflated
There has been some research recently suggesting that monthly unique visitor counts for a website are inflated by 2 to 4 times. This means that if your web analytics tool is reporting 1.6m visitors for the month, the actual number of people who visited your website is between 400k and 800k. Details of this research can be found in a press release from Scout Analytics with similar numbers found for any website using ...
New or Returning, Visits or Visitors
Everyone likes to know if the people visiting their website are seeing it for the first time or are regulars. This is even more important when they are paying for the traffic, if the money is going on acquiring new visitors (potential new customers) or is it just providing a convenient entry point for people who would be coming to the site anyway.
Due to cookie deletion and multiple computer usage, it is difficult to get a ...
Removing Daily Seasonality
While I generally begin to look at web analytics data at a weekly or monthly level, there are times when it is useful to drill down to daily numbers. This can be when examining the reason for a change in the data or simply to review the previous day's performance. But an issue arises which can make it difficult to interpret and extract useful insights from this daily data.
Most metrics, when viewed at daily level, contain a ...
Types of Web Pages
I have recently been working on a project with Bowen Craggs for a client’s corporate website, defining the value of the website to the client using a Balanced Scorecard. This includes assigning values to specific pages within the website based on how well they are performing using web analytics data. Before the project could proceed, we needed to create formulae based on available web analytics data that could be used to ...