The Quadfurcation of Web Analytics
Again and again over the past few years I have referred people to Eric Peterson’s blog post on “The Coming Bifurcation in Web Analytics Tools”, written back in Feb 2010. This blog post describes a potential future where the majority of people in companies use Google Analytics to answer day to day business questions while a very powerful data warehousing tool such as Adobe Insights is used by the analysts to answer the hard ...
Open Request to Call Tracking Vendors
My simple description of call tracking solutions is they present unique phone numbers on a website so that when a website visitor calls, you can view their website behaviour prior to the call. The person answering the phone can see the traffic source of the visitor and what pages they viewed - with this information being used to help the caller. Information on the call itself can be captured and call performance evaluated. The ...
A Google Analytics Wishlist
Google is clearly investing heavily in Google Analytics right now based on the constant stream of new features (e.g.Multi Channel Funnels, Real-time, Flow Visualisation, etc). However, while new tools are fun to play with, there are still areas where they can enhance their existing tool in ways they will be incredibly valuable to users.
The ten suggestions below are based on my own experience. I am not making the obvious ...
My Vision for SiteCatalyst Marketing Channels
Having used various web analytics tools, I found one of the biggest weaknesses of SiteCatalyst to be the lack of an out of the box report that covered all traffic sources. The campaign reports only included campaign traffic, the referrer group of reports didn't identify the channel and visits weren't de-duplicated across the different reports. There were alternatives, Unified Sources is built off a VISTA rule and Channel Manager ...
Enhanced reporting for numerical custom variables
Whichever web analytics tool you are using, you can only capture so much information within the page name, standard variables, ecommerce code, etc. For everything else, you need to use custom variables, whether these are the SiteCatalyst eVars or s.props, Google Analytics custom variables, Sitestat labels or equivalent with other tools.
Usually custom variables are used to store text values - examples include:
The site section for ...