Archive for the ‘Web Analytics’ Category

Killer KPIs: Percent Engaged Visitors

April 10th, 2011

This post is the first in a series that will highlight key performance indicators (KPIs) to include in your measurement arsenal for keeping your organization focused on the metrics that matter.

There’s a lot of buzz these days about driving greater online engagement on your website or in your community from customers, prospects, employees, or any specific targeted audience. This is essentially accomplished by creating and delivering the quality content, features, or tools your audiences want or need. Read more…

Internet Marketing, Web Analytics, Web Strategy Consulting , , ,

Brian Molstad Now Officially “Google Analytics Qualified”

June 28th, 2010

I’m pleased to announce that I just passed the Google Analytics “Individual Qualification” exam.  That basically means that I know (at least 94% of) this material.  It was a challenging exam, but at the same time it was fun to go through the various tutorials and brush up on the nuts and bolts of GA setup and configuration as well as its strategic usage.

I highly recommend it.  You’ll learn new things and solidify existing knowledge as well.

Molstad Consulting Case Studies, Molstad Consulting News, Web Analytics , ,

Get Agile with Web Analytics: Part 2

April 30th, 2010

In Part 1 we set the stage for a adopting an agile web analytics methodology and looked at goal setting, KPI definition, closing data gaps, and creating your “to review” list.

In this post we’ll discuss data automation (and why it’s not the end-all-be-all), reporting strategies, insight brainstorming sessions, and the relative importance of data accuracy. Read more…

Web Analytics, Web Strategy Consulting , , , ,

Get Agile with Web Analytics: Part 1

April 5th, 2010

Time is, of course, money.  If you really want to see an ROI from web analytics, you need to reduce the time to insight.  This may mean slaughtering some sacred cows and taking a fresh look at what you’re tracking and why.  In this series, I outline ways to abandon bureaucracy and obligatory reports, take action faster, and point out why more automation is not always the answer.  Read more…

Internet Marketing, Web Analytics, Web Strategy Consulting , , , , ,

Super Integration: Four Effective Super Bowl Ad/Digital Experiences

February 11th, 2010

By now, you’ve probably seen all the top-rated ads either during the game itself or afterward online and picked your favorites.  Most of the ads had some sort of mention of their web address, but not all of those sites greeted you with anything special upon arrival.  Here are four that went the extra mile to create experiences to make the most out of their massive Super Bowl ad expenditure.

Read more…

Expert Review, Flash, Interactive Industry News & Events, Internet Marketing, Social Media, User Interface Design, Web Analytics , , , , , ,

Five Web Analytics Lessons from the Obama Campaign Coakley Should Have Heeded

January 23rd, 2010

Martha Coakley’s failed Senate run has led many to review the key differences in strategy between her campaign and Scott Brown’s.  It’s pretty clear that Brown took the web seriously and Coakley seemed to largely ignore many of the social media and web analytics strategies and tactics that swept Obama into office.

Ad Age and Social Media Today have taken a look at (and criticized) Coakley’s overall digital and social media’s approaches.  This post narrows in and serves as a reminder of web analytics best practices which can mean the difference between coming in first or a distant second.

The Obama campaign tracked digital metrics obsessively yet ingeniously with great success.  The techniques they used are just as applicable today as they were over a year ago.

Read more…

Interactive Industry News & Events, Internet Marketing, Social Media, Uncategorized, Web Analytics, Web Strategy Consulting , , , , , ,

Remember the “Why” When Measuring Site Performance: Voice of Customer Methods & Tools

November 29th, 2009

With all that can be learned from clickstream web analytics tools such as Google Analytics, Yahoo! Web Analytics, and Omniture Site Catalyst, it’s important to remember those tools reveal the “what” of your site visitor sessions, but not much about the “why.” Did your visitors see the pages they wanted to see? Were they able to complete their tasks? Is a high page-per-visit rate a result of an engaged visit, or visitors unsuccessfully browsing through pages not finding what they’re looking for? Voice of customer tools are an important component to any website and web analytics initiative and can provide valuable “Aha!” moments.

In this post we’ll take a look at some of the most popular tools and the best ways to utilize them.

Read more…

Internet Marketing, Social Media, User Interface Design, Web Analytics, Web Development , , , ,

What the New Google Analytics Features Mean for Your Business

October 23rd, 2009

Continuing to tread on the territory of the major paid analytics vendors, Google Analytics just announced a number of new features that raise it to yet another level. These powerful, time-saving additions allow you to spend more time analyzing and interpreting your site’s performance, and less time foraging though the data.

Among the major additions are; automated and custom alerts based on significant changes in your data, advanced table filtering, expanded mobile reporting, the ability to share advanced segments, and more.

What do these new features mean for your business? Quite a bit. Read on for the details. Read more…

Interactive Industry News & Events, Internet Marketing, Social Media, Web Analytics, Web Strategy Consulting , ,

Show Me the Money: Monetize Site Behaviors for Powerful KPIs

October 1st, 2009

Everybody knows that money talks. It’s no different in the world of web analytics. When dollar values are assigned to site behaviors and other key metrics, the value of user actions and traffic sources becomes immediately clear.

Monetization isn’t just for ecommerce sites. Even user actions that have no immediate financial value such as contact form submissions, file downloads, page views, and email newsletter signups are excellent candidates.

If it’s your job to convince stakeholders to take action, or if you’re an executive looking for more clarity in your KPIs, this post will offer you some ammunition and help get you started. Read more…

Web Analytics, Web Strategy Consulting , , ,

10 Winning Tips for Your Website Testing & Optimization Program

September 3rd, 2009

Website testing and optimization involves the utilization of software to compare the performance of two or more versions of a page or process to determine which version is the most effective in driving desired user behavior.  Tools such as Google Website Optimizer and more robust options geared toward the sophisticated enterprise such as SiteSpect, are available to automate (as much as possible) the process of conducting A/B or multivariate online tests.

Web analytics expert, Eric T. Peterson of Web Analytics Demystified and website optimization software creator, SiteSpect, recently teamed up to release a white paper entitled, “Successful Web Site Testing Practices.”  This must-read document provides a road map for setting up and leading a web testing team within an organization and leveraging it to yield definitive and dramatic results.  Below is our take on some of the highlights of their recommendations.  However, we strongly recommend you read the document in its entirety and take full advantage of case studies, testimonials, and direct examples including a sample test plan approval form (highly useful)! Read more…

Interactive Industry News & Events, Internet Marketing, User Interface Design, Web Analytics, Web Project Management, Web Strategy Consulting , , , ,