Thursday, September 19, 2013

The sudden rise of the “(Not provided)” keyword!

[After more than a year of silence, this blog is finally getting back to life. This new post has been originally posted on the 18th of September on the Uptimizers blog, the official blog from my own company. This blog will NOT be discontinued. It will remain my own "personal" place - for more personal views or opinions. It will also serve as a relay of some interesting posts published on the Uptimizers site. Thanks to all my faithful readers (if still some :)]

This Wednesday, I came across an interesting site: tweeted by Jacques Warren. The site provides information about the evolution of the (Not provided) keywords in Google Analytics keywords based on data from 60 different UK sites.

A quick reminder first: back in 2011, Google began to restrict the keyword data they sent to websites whenever a visit came from secure Google search pages (i.e. using https protocol). The use of the secured protocol became default whenever a Google search was done by a user who was logged in with his/her Google account. Restricted keywords appears in Google Analytics under the label (not provided), instead of the actual search term.

(Not provided) share increased by half in less than a month
Since its introduction, the share of restricted keywords has been rising steadily. But what really surprised me when discovering the data from NotProvidedCount was the sudden rise over the last four weeks – from 45.92% on the 20th of August to 70.9% on the 17th of September. That’s a 50% relative increase.


Thursday, May 10, 2012

The Uptimizers – your new Belgian expert in Web Analytics & Optimization!

Beginning of last year, I decided it was time for a career change. I moved from the automotive industry to the banking sector, switching from IT to marketing. I learned to use new tools such as WebTrekk. But most important, I had the opportunity to develop my Web analytics skills and experience in a multichannel environment, working with great people.

In a year, I helped Deutsche Bank Belgium to successfully build solid foundations of its Web analytics framework and culture with the strong support from management. It has been fantastic time and – based on the feedback I received - I believe I did more than a decent job :-). There is still a lot to do and develop but I will hand over this challenge to someone else.

I decided to take another route, to seize the opportunity to concretize a project that has been growing over the years. I’m now moving from the employee side to the “entrepreneur” side. Together with another partner, we will develop our own company called the Uptimizers.

The Uptimizers - uplift your online business

Monday, March 5, 2012

Coming speaking engagements: WA Camp Lille and X Change Europe

I know my blog has been quite for a while – probably too long some may say – and that many readers certainly expect to see me posting on some more ‘interesting’ topics than “speaking engagement”.  Be reassured – I will be posting back very soon, resuming the “Web analytics in practice” series.

The main intent behind this post is to talk about two great coming Web analytics events – two European ones (and a bit of self-promotion too, I admit :-)). So if like me, you have not the chance to fly to the States to attend San-Franscisco’s eMetrics summit (that starts today), you may be interested in the following ones.

Web Analytics Camp 2012, Lille (France)
The first one will be the Web Analytics Camp in Lille, France. The 3rd edition of this event will take place in the Eurometropole on the 21st of March. Not only it is 100% free but most important – its content and format are absolutely great!  The idea is to promote discussion and knowledge or experience sharing: short presentation (10 min per speaker) on a specific topic and then 15 min of discussion with the audience. Speakers are practitioners or consultants, no sales “blabla” allowed – only practical content.

Tuesday, November 29, 2011

Web Analytics in practice: your online analytics strategy – how to get started?

[This post is the third post of the Web analytics in practice series - practical posts on various topics based on my own daily experience – as a practitioner. It aims at providing tips, advices and examples that – I hope – may inspire and help you – whether you are a beginner or more experienced Web analyst]

In my view, the role of a Web analytics expert goes beyond than just implementing tags, reporting and analysing data. It is also his/her responsibility to develop the online analytics culture. In order to succeed in this perilous quest, he/she needs to have a strategy!

Ok it’s easier said than done. Everybody would agree that “all we need is a strategy” but practically, how do I define such strategy? Well, I don’t have the pretention to teach in a post how to create your strategy but at least, I would like to share with you some hints on how you can get started. Ready? So, let’s start first with the key aspects you should consider.

The critical factors for success
In Web analytics, the focus is too often on the technology, the tools and the data. “What?! There is something else?” you might think.  Of course there is! If you want to make Web analytics a successful practices (you know delivering insights, driving actions, adding business value and all), you must address the following factors:
  • Management & governance: Who does really care about Web analytics? Who’s managing it?  Just the analyst? A project manager? Top management level? Does anyone know where it is going? Governance is essential as it will unlock access to budget and resources, it will make changes in the organization (i.e. breaking silos) possible.

Tuesday, October 25, 2011

Web Analytics in practice: Using segmentation to drive insights and actions!

[This post is the second post of the Web analytics in practice series - practical posts on various topics based on my own daily experience – as a practitioner. It aims at providing tips, advices and examples that – I hope – may inspire and help you – whether you are a beginner or more experienced Web analyst]

If you really want to do true analytics then segmentation is essential. I like to think that if you are just looking at aggregated data, you are only doing reporting. If you want to do analysis, segmentation is the way to do as it leads to valuable insights that, in turn, will drive business actions.

While there are several “common” ways in segmenting online data – true segmentation requires putting in the effort to have a good understanding of your business (what does matter, key goals...) and to find your own meaningful segments. Such exercise will help you sharpen your business expertise - always a good thing.

In this post, I propose a step-by-step simple example (based on my own experience) to illustrate how to apply “standard” and context-related segments, to drive insights and the resulting actions.

The case: analysing the performance of a key landing page
(Disclaimer: for confidentiality purpose, actual figures and results have been modified but I have kept the general order of magnitude and the resulting learnings are true ones)

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