Tuesday, December 14, 2010

Mobile Analytics – are you reaching all your mobile audience?

More and more companies are launching their dedicated mobile sites, specifically designed for mobile users. If you are one of these companies, you are probably very happy to see some traffic coming to your new site – thanks to the mobile analytics solution you have in place (whatever solutions you have implemented).

But are you sure that your mobile site is reaching all your “mobile” audience i.e. mobile users surfing on your online domain? Does all mobile traffic, whether it is direct traffic or coming from search engines lands on you mobile site?

The problem
As I am working in the automotive industry, I will use industry related examples. Let’s first take BMW. They have a mobile site accessible at http://www.bmw.mobi. Great. But if I type www.bmw.de on a mobile device (an iphone for example), I don’t get redirected to the mobile site but I land on the main site that is… well, not designed for mobile devices. Now, if I search for “BMW” in Google  (still using a mobile device) and click on the first results, it redirects me to… the web-based site, not the mobile one.  BMW is kind of assuming people would use the www.bmw.mobi URL.

Let’s take another one example - Audi (another premium brand). If I type www.audi.de or search for “audi” on Google Germany using a mobile device and if I click on the first result, I get redirected to the Audi mobile site. Hurray! Much better. But now, if I search for “audi a1”, the result I get points to the Audi A1 product page. Clicking this result gets me on... the main Web site, not the mobile one! Worse, I land on an error page telling me that pop-ups are blocked. Bummer!

So both BMW and Audi are certainly missing a significant part of traffic on their mobile site - traffic that lands on the web site instead. Not really an example of the most optimized user experience.

The Metric
You can easily evaluate if your mobile site is really getting the traffic it should get by measuring both your website and mobile site – ideally using same platform - and by having a global profile (web + mobile) and a dedicated profile for the mobile site.

Looking at the traffic from mobile devices in the former profile will give you your total traffic from mobile devices i.e. ideally the audience you want to see surfing on your mobile site. The dedicated profile will give you total traffic on the mobile site (for consistency, make sure to look at traffic from same list of mobile devices).

Using both, you can calculate an interesting metric that I call the Mobile site reach:

Mobile site reach = Mobile site traffic / Total traffic from mobile devices.

 It should be as close as possible to 100%. The resulting gap is a lost opportunity.  I think the gap should not exceed 5%-10%, depending on the size of your audience.

In our case it was higher than this limit - the mobile site reach ratio being quite below the 100% mark. The mobile site could hardly be considered a success if it was not reaching the intended audience. The business goal is to provide mobile users coming to our brand sites with the best online experience i.e. experience adapted to the support their use.

Note that in my perspective such metric deserves the title of Key Performance Indicator (KPI) as it relates to a clear business objective (reach mobile users), it is easy to understand and it is actionable (see further).

The cure
The finding triggered a reaction! Resources were invested in implementing a device detection mechanism together with clever redirection mechanism that ensures that both direct traffic or traffic from search engines and referring sites gets redirected to the most appropriate page

Note that we made sure that the redirection passes the original referrer in order to not loose the precious information. Otherwise it would mess up with key reports like referring sites, search engines and campaign reports.

The results
The result was immediate – the gap went below 5%, less than 2% in best cases. The trend graph looked like this (these are “dummy” results used for illustrative purpose):

In the end, the total traffic to the mobile site increased – additionally search engine traffic share significantly went up as product related search terms started driving traffic directly to the mobile pages.

The learning
This example illustrates that it doesn’t requires hours of data analysis to come up with “insights” and recommendations. One just needs to ask the right question in first place before diving in the numbers. In that case my question was: “is our mobile site reaching its audience?”. By looking at two metrics, I got my answer, found an issue and got it fixed.

The finding was backed-up with an explanation of the root cause (i.e. search traffic not redirected), facts (i.e. Web analytics data) and a proposal to solve the issue. The proposal was then discussed with the technical team that could come with a practical solution. Once the solution was rolled out, we measured the impacts of our change to validate our finding.

Analytics in action – that’s what I live for!

Now that we addressed the "reach" aspect, we can move on by looking how the mobile site perform in terms of engagement and conversion. But that's another story...

What do you think? Did you find this post interesting or useful? Or not at all? Please share your thoughts and remarks.

Related post:

Monday, November 8, 2010

Eco Driving Analytics

Eco-driving analytics
For a few months now, I am a proud Toyota Prius driver (disclosure: I work at Toyota :-))! My wife wanted to have a car that is more environmental-friendly (and we all know that what women want, men do :-)). Not only the latest Prius achieves a low fuel consumption and very low (if no) particle emission compared to diesel cars (as we used to have) but it is also packed with advanced technologies and gizmos – which didn’t leave the engineer that I am indifferent.Choice was made!

Recently, an eco driving challenge was initiated at my workplace with the main goal of reducing average fuel consumption of all participants. I decided to join this challenge  to learn how to drive in a  “greener” way. Additionally, as a Web analytics geek, I saw it as an opportunity to do a different kind of analytics and to get experience from a different area. I think it is essential to keep an open-mind and looking for ideas outside our little online word. On top, for once, I would be on the other side – the “customer” side.

Eco driving & Web analytics
How does such eco driving challenge relate to (web) analytics? Well, judge by yourself:
  • There is a clear and well defined ultimate goal for the company – reduce average consumption by X% (and therefore reduce car fleet running cost)
  • This translated at my level in a personal target: Achieve an average of 4.0/100 km (= 71 mpg) or lower. And to encourage me to reach my target, there are a series of incentives.
  • Performances will be measured over time using specific measurement devices and well-defined metrics & KPI’s.
  • Performances will be reported on a regular basis in an appropriate format and analysed by experts who will help identify areas of improvements and will make recommendations.
  • It will be up to me to take actions and follow recommendations as much as I can. Actions can be to follow eco driving training, adapt my driving style (something I did already), test different itineraries (ah, the importance of testing) or other.
  • Performances will be continuously measured and analysed in order to assess the impacts of my actions.
You see, it isn’t that different compared to Web Analytics – in theory and principle at least. When it comes to Web Analytics, these nice principles are not always followed. When you do Web Analytics, are there always clear and well defined business targets? Do you provide practical recommendations or just fancy charts and figures? Are actions taken or are they simply ignored? Is Web analysis a systematic and continuous process or something that is done on ad-hoc basis (to please the boss)?

Think about it!

Ecodriving analytics in action with the Prius.
The car: my Toyota Prius III red
I quickly realized that the Prius is a dream car for analytics freaks. Really! Aside the reports and analysis I will get in the specific context of the eco driving challenge, the Toyota hybrid car provides you with plenty of features to track and improve your fuel consumption on a day to day basis.

For those who are not familiar with the Prius, it runs on a fuel engine combined with an electric engine. The great thing is that depending on the driving conditions, the car can run solely on the electric engine meaning NO emission and no fuel consumption (for more info on Toyota full hybrid technology – check here). So, in a simple way, the principle is to try running as much as possible on electric engine or minimizing solicitations of the fuel engine. But the difficulty is that the electric power is limited so you need to keep the battery sufficiently charged – by efficiently recovering braking energy or using the fuel engine wisely.

the new Prius offers 3 different driving modes on top of normal mode
On top, the Prius offers different driving mode like the Eco Mode, EV (Electric only) mode or Power mode (when you need an extra boost).

Enough about the car - now to the analytics part: the main key performance indicator (KPI) is the average consumption – in litre per 100 km here in continental Europe (*). The other metrics I look at when driving are speed, engine power level and instantaneous consumption.

Now comes the analytics fun: the Prius dashboard! It is unlike any other car. The left side displays the speed, fuel gauge while the right part offers multiple displays that you can easily change using the steering controls.
Toyota Prius energy monitor
  • Energy monitor (**): Very visual – it shows the battery level and the energy flows from the different engines as you drive. You can see in real-time when the engine is running, using the electric motor or recharging the battery. Mostly useful to learn how the hybrid system behaves in different driving conditions. And to impress guest passengers :-)
  • Hybrid System indicator (**): This one is key and very operational. It is a kind of economy gauge that fills in depending on how much you press the “gas” pedal (i.e. power you use). As long as you are in the green zone, you are running on battery mode. Past the midpoint you are running on gasoline and if you are really steeping on the gas, it goes in the red “power” zone. And when you brake, it fills in the left part – the “charge” bar as you are recovering braking energy. Additionally, it shows the battery level so you can keep an eye on it while managing your acceleration and speed in order to optimize your consumption.
  • Current travel consumption in 1 or 5-minute increments (**) that show in real time how efficient I am driving. It helps me to see where I do well and not so well according to road conditions. 
  • Past trip consumption & record: Similar as above, but for past trips. I usually set the start of a new trip whenever I refuel so I can see how I improve over time (my current record is 4.2l/100km and 819 km as you can see in the above screenshot).
Isn’t that a cool car? I wish it would be possible to export the data on a USB stick and review / analyze on my own PC. That would be analytics nirvana. :-D

Since I am driving my Prius, I must admit I have changed the way I drive – slower in general and in a much cooler & relaxed way. Globally it is less stressful to drive in a "zen" way (that is reinforce by the quietness of the car). I went from around 5.0 l/100km (=56 mpg) per full tank on the first month to 4.5l/100km (=63 mpg) in average (mostly driving in traffic jams). But I plan to do much better. Will I become an “hypermiler” and will I go below 4.0l/100km (=71 mpg)?

I will let you know :-)

Drive different: 10 eco driving tips
learn simple tips to drive for a greener world
To end this post, let me share some eco driving tips – so you can try too, to lower your fuel consumption and contribute in a greener world. Every contribution matters, even if small ones:
  1. Plan your trip: Plan unfamiliar journeys to reduce your chance to get lost. If you have a GPS, use it! Aside that, combine short trips (picking up kids, going to the bakery….) as cold starts are inefficient.
  2. Leave promptly: Don’t start the engine and stay idle. It is wasted fuel. Just start when you are ready to go.
  3. Anticipate – avoid unnecessary braking: Look far ahead down the road rather than just at the car in front of you, and anticipate changes at traffic lights or queues. Slow down gently – don’t brake hard!
  4. Manage acceleration and gear shifting: accelerate gently and smoothly. Try changing up at an engine speed of around 2000 rpm in a diesel car or around 2500 rpm in a petrol car.
  5. Mind driving slower: Drive at or within the speed limit – the faster you go the greater the fuel consumption. Driving 5-10 km faster on most trips will not lead in a huge time gain – few seconds to few minutes at best depending on the travel distance.
  6. Control tire pressure: under-inflated tyres increase consumption by few percents. Check the pressure once every month or two.
  7. Use air-co wisely: When going slow, turn it off and open the windows instead.
  8. Remove unnecessary weights: Leave wife and kids at home :-). No, seriously remove unnecessary stuff from your boot. Heavier car means higher consumption.
  9. Remove roof racks if no use: they increase air resistance and therefore the power required to maintain speed. It can increase consumption by several percents even if no luggage box on it.
  10. Turn off engine: If you car doesn’t have stop/start technology,  turn off the engine whenever you get stuck and think it will last more than 30s – 1min. Modern cars have become much more efficient at start so it is more efficient to turn it off and restart than staying idle.
Have a nice and greener drive!
Have a green drive - drive different!
What do you think? Did you find this post interesting? Do you do eco driving? Will you do? Please feel free to commment!

Related resources:
(*) for your info, 50 MPG =5.6 l/100km
(**) Display screenshots are not from me except the last one. I borrowed those nice examples from this blog. I hope they won't mind.

Friday, October 22, 2010

WebTrends Engage London 2010 - I was there!

WebTrends held the 2nd edition of its European Engage conference in London on the 19th and 20th of October with as main theme: “Art & science”. Luckily, this year I was able to attend – no conflicting agenda this time. I was really looking forward for the event with some expectations in mind:
  • Learn more about practical applications of the several new features that offers WebTrends Analytics 9 as On Premises, the software version that was released in August 2010.
  • Get more insights about the other WebTrends products and also about what’s come next.
  • Networking: meet the people behind WebTrends products but also Web Analytics peers I haven’t seen for a while or never met in the offline world. It is always an enjoyable moment, to chat & share experiences with other practitioners.

So, did WebTrends deliver? Did the conference meet my expectations?

Day One – plenary sessions & the party!
I have to admit that, yes WebTrends did, mostly! When I arrived at the conference, I must say that the first thing that struck me was the size of the audience. Wow! Hundreds of people, from all across Europe: UK but also from other the Netherlands, Belgium, France, Germany, Italy, Spain and more.

Day one offered plenary sessions – with some very good ones. I really enjoyed the presentation from David Rowan from Wired UK, on the top digital trends that disrupting the business landscape. Interesting and pretty well delivered. It kicked off with a fantastic video from 1999 AD movie (1967)! Classic!

In the afternoon, Casey Carey & Bruce Kenny from WebTrends spoke about the product vision & strategy. They presented what will come next regarding the different products and main direction WebTrends will be taking – seamless integration was a common denominator and their idea of a Web-Wide-Analytics platform sounds very promising. During the Q&A, I had the opportunity to ask Casey Carey if segmentation will be available one day in Analytics. The answer was yes – but not timing yet. Any, one of my goals was reached – get more insights on WebTrends product strategy. Cool!

Other presentations were neither especially bad nor uninteresting but it was a kind of “déjà-vu” – nothing really new to be honest.

Heston Blumenthal, chef at the Fat Duck (a 3-Michelin star restaurant) and culinary alchemist closed the day. He took us through his journey at The Fat Duck, explaining in a passionate way how he merges art & science (the conference theme) in his profession. He also shared the creation process of some of his amazing recipes. Impressive and very interesting.

Oh, there was also a party to end of day one but I can’t tell much about it – memories are a bit blurry, go figure why? :-)

Day Two – here comes the break-out sessions
Day two agenda looked very promising with plenty of break-outs session to choose from: social media (no surprise!), website optimization, visitor behaviour, Web analytics, tip’n’tricks and marketing optimization. Maybe it was a bit too much in one single day because, to be honest it was very difficult to make a choice. There were few dilemmas and I felt a bit of frustration to have to drop one or two sessions. But that’s life…

I mostly attended sessions about the Analytics features like Insights, the data extraction and collection API’s, mobile tracking… There were some very cool stuff, especially about the data collection API and how it can be used to feed in external data in the analytics platform. Very promising! This definitely got me even more impatient to have Analytics 9 at work.

Unfortunately, I had to sacrifice sessions on Facebook analytics and I didn’t really have the time to see other products like Optimize. I guess that will be for another time. That is my main regret about the event. The fact that there were not more practical sessions on first day and that break outs sessions were not split over the two days – allowing people to choose between plenary sessions and practical ones.

Aside the break out sessions, I enlisted myself for a paper prototype testing of the coming Campaign Analytics product. The test was lead by Justin Garrity from the WebTrends User Experience (UX) team. It was really interesting – the future product looks very promising and it will bring some great awaited features – I guess that my excitement is far to be over. It was a funny experience to do such testing and to be on the “tester” side. Thanks to Derek Fine for the opportunity – I hope that I have been a useful tester.

I was also happy to finally meet Web Analytics “rockstar” Jacques Warren in the offline world! He’s really good and a very nice chap!

Great job from WebTrends – top-class organisation and content overall. Very insightful and fun at the same time. I am looking forward for London Engage 2011.

Related posts & other resources:

Wednesday, October 6, 2010

Improved search queries dashboard in Google Webmaster tools

Over the last few days, I have been working on a search engine optimization (SEO) project - digging into Google Webmaster tools great dashboard that is the search queries dashboard. It was significantly improved earlier this year in April and it is one of the most useful tools for SEO. There are so many things you can do with it, including measuring your organic clickthrough ratio.

This morning I logged in and what a surprise! The dashboard format has been enhanced and it now displays change percentages (vs. previous period) for all key metrics that are available. And because change values are displayed in appropriate colours (red if going down, green if going up), it gives a visual clue for what to look at. You can quickly see what keywords significantly changed - whether in term of impressions (increasing customer interest?), clicks, clickthrough rate (CTR) or average position (do your SEO efforts are paying?). In the screenshot below, I can see that impressions for one of the keywords went up by 174% and clicks by 212% - knowing there is a lot of promotion at the moment around this product, it is an encouraging indication of increasing interest.
Google Webmaster tools - Improved search queries dashboard
To make your life easier, you can order the search queries by change percentage of any of the displayed metrics to quickly find out terms with high increase or those going down.

Really cool! Great work Google! If you have not yet checked your Google Webmaster tools account, do it know. It worth it! :-)

Do you like it?

Related post:

Wednesday, September 29, 2010

A journey into Web analytics (Part IV): Web analytics, a new profession?

[This post is the last one of the series I started in June. Previous posts went through some of the key aspects of Web Analytics such its value for the business, challenges and key factors for success. I want to end it with a post dedicated to the profession of Web Analyst, Web analytics specialist or whatever title you like – there are so many of them.]

We are the people
People are an important factor, often acting as the main catalyser for successful web analytics. If you have been wandering in the Web analytics sphere, you have certainly read or heard Avinash Kaushik’s 10/90 rule: “Web analytics is 10% tool, 90% people”. How is that possible?  How can Web analytics be a full-time job? Why, as an organization, should I hire some specifically for the role?

After all, Web analytics is easy – it is just about setting-up a Google analytics account (anyone can do this) and providing visitor counts & top page listings here and there (any reporting squirrel can do this).

Don’t smile! This is a common problem – still (too) many people tend to have a very simplistic perception of the role of a Web analyst. It goes far beyond copy-pasting a piece of Javascript in a website and creating fancy pie charts in Excel.

Hello, my name is Michael and I am a Web Analytics specialist
Have some doubts? Then let me briefly explain my own role, working as a Web Analytics specialist in a large international organisation.

In short, I would say that I work on and manage online analytics related activities and projects. This includes responsibilities like gathering business requirements for online measurements, identifying key business metrics and performance indicators (KPI’s), providing technical specifications and coordination measurement implementation, implementation coordination, testing & quality auditing, setting-up tools & reports, training & coaching business users, analysing data & making recommendations, presenting resulting to different level of stakeholders, managing resources & budgets, managing relationships with vendors & suppliers. And I can keep going on. So yes, I do more than just Excel.

As you can see these tasks comprise technical tasks as well as business and management tasks. Of course, depending on the particular role, the company and the person’s own interest, it can be more technical oriented (like implementation or tool expert) or more business oriented (“pure” analyst or e-marketer). Even though, it is not rare that Web analytics is between the two sides, requiring varied skills.

The main traits of a Web Analytics specialist
What are the key skills? If you want to lure into the realm of Web Analytics and make it not just an activity but a real full-time job, a good mix of the following skills you will need:
  • A good technical background: While it is not necessary to be a Web developer, you need to be technically savvy and have a good knowledge about the Web and related technologies (HTML, Flash, Javascript). You need to understand how the Web and online measurement tools work, what are the technical constraints and limitations, impacts on the data, etc. And because you are likely to be in contact with developers, agencies and technical staff at some points, mastering a minimum of technical language is essential.
  • Business-minded: To be honest, that’s the side of the job I prefer. While online analytics rely on technologies, it first serves a business purpose. Your primary goal is to help business being successful – not to deploy state-of-the-art technologies and gadgets. Good Web analysts have a strong interest in the business aspects and objectives. You can’t do this in you don’t dive into the business world, learn to think and act in a business-oriented way.
  • Strong communication skills: This is critical as you will spend a lot of your time conveying messages to different types of audience. You need to be able to explain in simple ways sometimes complex concepts and information. You need to remove complexity from the measured data, to turn this data into business insights and recommendations. You will be the interface between two worlds and you will need to translate business requirements into technical terms and vice-versa.
  • Diplomacy & psychology: These come with the communication skills. Political aspects in organizations are important and online analytics is no exception – especially when facing HiPPO’s (Highest Paid Person Opinions). You will have to be careful in the way you communicate – making sure you don’t offend anyone while keeping moving forward. Not everyone is prepared to know the truth about their online business (what I called the “Ignorance is bliss” syndrome). Add to that the fact that IT and business rarely have a love relation and you will get a good understanding of why diplomacy is required.
  • Analytics notions: You will juggle with data almost everyday therefore having a good grasp of basic statistic notions is important. These are important when analysing results, calculating sample sizes for tests or surveys, when evaluating the confidence level (how far can you trust your data?)... While it may be not required to be statistician – in some cases, advanced analytics skills may be more than just an asset.
  • Patience & perseverance, curiosity and more: Web analytics is a long journey as explained in previous parts of the series and it often takes a lot of patience and perseverance. It is still quite young and constantly evolving with the web (i.e. fast) – just look at the development of mobile or social media. You will not have to be afraid of changes and remain curious about new technologies, new practices, and new challenges.

These are only some of the key traits of a good Web analyst. It is not always possible to find all these skills into one single person. It may be achieved by assembling an analytics dream team composed of different persons, each having specific competencies.

Web Analyst, a new super hero? Not!
Web analytics is a very interesting area (of course, I am biased when stating this :-)). Being related to online marketing and web, it is constantly evolving and changing – no time to get bored and one needs to be always willing to learn more, to be curious to explore new territories.

I am not saying that working in Web Analytics is THE ultimate job of the moment but the importance of the “people” factor in Web analytics is often under estimated or wrongly perceived. Web analytics is definitely not just a “side” job or function.

But it is up to us, Web analysts to evangelise our organisation about the business value of Web analytics, the challenges and how we can help make theory a reality.

Is the Web Analyst the new business super hero? No but it is a true profession on its own. And a challenging and exciting one!

Don’t you think so?

If you are not a Web analyst, I would love to hear your views on how you perceive Web Analytics in general, its purpose and the role of a Web analyst.

Related posts & resources:

Tuesday, August 31, 2010

A journey into Web Analytics (Part III): Critical factors for success

Success or failure? Choose your way!
[It is time to resume the series I started in June. After presenting the business value of Web Analytics (Part I) and the some of the key challenges and obstacles lying on the path to successful Web analytics (Part II), let’s discuss what it takes to get a chance to reach Analytics nirvana]

“Tactics without strategy is the noise before defeat”
Web Analytics can start as an “underground” activity i.e. activity that is part of project or within a team. You can do some analysis here and there, making some recommendations or encouraging actions. It can develop on its own and grow larger in a certain extent but at some point – it will stagnate.

Don’t hope that you will be granted everything you need (i.e. money, resources, tools, responsibilities) “naturally” just because you do understand the value of Web analytics, because you are a analytics super-ninja and doing a good job. It doesn’t work like that, believe me! I have been there, I have done that and reality bit me, hard. Ouch!

If you want to turn this “activity” into a “culture”, if you want Web analytics to grow across the organisation, you will need to come with a strategy. And preferably a good one if you don’t want to see Web Analytics becoming your Waterloo.
Better have a good strategy

Critical factors for success
Ok, saying “you need to have a strategy” is easy to say – anyone can do that. But more practically, what does it mean? Your strategy - your battle plan -  has to address several key aspects – what Stéphane Hamel presents as the critical factors for success in his Online Analytics Maturity Model:
  • Management & governance
  • Objectives & Scope
  • Process & methodology
  • Resources & organization
  • Technology & tools
You will need to make sure that your strategy covers each of these factors. Now, keep in mind that addressing these will not guarantee success – but not covering these will certainly lead to failure. Well, that’s what I have heard and based on my own frustrations…er, experiences – I tend to believe it :-)

Getting top management support
Get manager support to leverage online analytics across the organization
I think that management factor is certainly one of the most important, at least it is the one you should address first. If you want Web Analytics practices to become part of your organization culture, getting top management buy-in and support is a must do!

Without it, it will not be possible to implement the necessary process & organization changes, you will not get the budgets you need for resources & technology and you may address futile objectives.

So try to identify what level of management you need to convince in order to get enough support to implement (and enforce) new processes, new organization and very important, to get money. Make sure you get real commitment - management will have to believe in the necessity of developing an online measurement culture. Your key sponsor will have to be ready to fight and die for your cause.

Don’t underestimate the task - getting management support is NOT that easy – it requires an appropriate “language”, to present complex concepts from a totally different perspective. It is very likely that what is soooo obvious for you will not be for them.

Scope & objectives
Once you get a general to lead your war, you will need to have objectives! What problems will you try to solve? How will online analytics contribute to your company bottom-line? Which area will be covered: internet sites, intranet sites, mobile, social media, other?

As said in part I, your ultimate objective should be to contribute to at least one of the three essential goals: increase customer satisfaction (customer first, remember?), increase revenues and decrease costs. But you will need to be a bit more precise than that.

You will need to break down your macro objectives in smaller and reachable objectives in a “SMART”(*) way. Tie these to your company raison d’être so these have a meaning for top management and executives. You will certainly end up with a long list, prioritization will be necessary. Where can you get most added-value? Are there any quick win? It will be a question of compromise.

Don’t be too ambitious - try not to address too much areas and objectives at the same time, if you don’t have the capabilities to do so. It is better to do few things fully rather than a bit of everything (that will bring no or very little value). Extend your scope and objectives as you get more “mature”.

Process & methodology
Process is required to make online analytics a systematic practice
In previous part, I explained that change management is one of the thoughest challenges (like in many other areas). How to make people change the way they work? How to make web analytics practice something systematic? The answer is you need the right processes and methodology that you can apply across the organisation on all online projects.

Many people tend to be allergic the term “new process” :-) - it often evokes time-consuming-useless-annoying tasks documented in a 100-pages document written by someone who will never do the work. Actually, A process can be very simple. Instead of reinventing the wheel, try to link Web analytics practices to existing processes. Keep it simple and flexible! Avoid big changes (it will not work) but rather start smoothly and then enrich your process, improve it on a regular basis (in true Kaizen way). You also can look for inspiration in proven processes like Six-Sigma or PDCA.

Don’t forget: a process is useless if no one is aware of it – so communicate it inside the organization using top management support.

Additionally, you need a methodology for turning business requirements & objectives into key performance indicators (KPI’s), metrics and reports. You can invent your own or, again, look for existing ones and adapt these to your context. I suggest having a look at the Nokia methodology – it is very simple and flexible, it has been more than a source of inspiration for me. Steve Jackson’s “Cult of Analytics” book also details a methodology to develop KPI’s

Resources & organizations
In Web Analytics, people are essential. Ideally, you need a good mix of varied competencies in technologies, analytics and business among others. It may be difficult to find all these in one single “champion” – so you may need to look for different persons, either internally or externally. Getting help from outside is definitely an option to consider – especially in the beginning – as it can bring valuable experience. If you have someone internally, take care of her/him – talented people are hard to find and very demanded (just have a look at this recent job trends chart).

But having the resources is one thing, defining the right organization is another one. For large organizations, I strongly believe in models like the “centralized decentralization” model (as Avinash Kaushik refers to it in his latest book) or the hub & spokes" model (as described by Eric T. Peterson for example).  The various skills are gathered in a central team that makes the bridge between the business & technology so the business people can focus on the thing they do best: business. The Analytics team will deal with all other aspects like what data to measure, how to collect it (tools, technology, and implementation) and it will teach how to use it.

Hub and Spokes model from Eric T. Peterson
The big question will quickly arise: where should Web Analytics sit in the organization? I raised the question previously and to be honest, I guess that the answer is that “it depends”. Wherever it sits, it should be as close as possible to the business. There is no point to have it at a level where recommendations are made too far away from decision makers, resulting in no or slow action.

Technology & tools
Web Analytics is like gardening - you need different tools
Last but not least, comes the technology i.e. the tools. Web Analytics is like gardening: you need different tools, each having a specific purpose. You can’t do gardening with just a shovel. Have you ever tried to cut hedges with a shovel (even if the most expensive one)?

It is the same with Web Analytics where you need different tools for different purposes: for measuring clickstream data, voice of the customer, competitive intelligence, social media, testing and others. Welcome to Web Analytics 2.0 and Avinash Kaushik’s multiplicity model! A model that definitely worth discovering.

But don’t get me wrong the number of tools is not important – it is what you do with them. It makes no sense to have a tool if there no use for it in your context – the one with most analytics tools doesn’t win anything. Based on your objectives and associated KPI’s, identify the type of data you needs and the required tools. Make sure to “integrate” any new tool in your existing framework – here again, adding these one by one will be easier than having to integrate them all in one go.

Know where you are and where you want to go
To get started with your online strategy, it is important to know where you are (your current situation) and where you want to go (the ideal / target situation). One way to do this is to use Stéphane Hamel’s Online analytics maturity assessment tool. Do a true and honest assessment of your current situation (or ask Stéphane to do it for you). It will help you to see where are the gaps (and how big they are) and what factors you need to address first in your own context.

I strongly believe that addressing these factors is essential for developing a successful online analytics culture on the long term – especially in large organizations. For sure it is easier said than done - building an online analytics culture is a long journey. This is the path I decided to take for the best and worst. Future will tell me how a good or bad choice it was.

I would be curious to hear your feedback and own experience regarding these aspects. Is it the right way to go or disillusion awaits me? Don’t hesitate to leave a comment.

(*) SMART = Specific, Measurable, Attainable, Realistic and Timely

(Next and last part: Web Analytics - a new profession?)

Related resources:
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Wednesday, August 4, 2010

Here comes WebTrends Analytics 9 On Premises!

Summer is usually a quiet period – still, WebTrends decided to release the long awaited (at least by me :-)) software version of Analytics 9 and all the great features that come with it! And they even renamed it for the occasion in "Analytics 9 On Premises". Hallelujah!

It was about time!
I must admit that WebTrends v8.5 really started aging – especially when compared to other Web analytics products. Last year, I had an opportunity to have a go at the On-demand version and since then I have been desperately waiting for the software version. This day has finally come. But why am I so happy? Which features make me rejoicing like that?

There is of course the new WebTrends Analytics Insight, its nice interface, the account dashboard and story view but to be honest, I am more excited by some of the features and services that come with it:

  • The REST data extraction API: I wrote a post on it already last year and it seems like my wish has been fulfilled! REST API is in the software version. The ability to extract data in a much easier and more flexible way will make data reporting and – more important – data integration more powerful. Web data will not be isolated anymore. While WebTrends Analytics already offered an ODBC driver, it showed some limitations when used extensively. The new data extraction API should be more powerful (and support Unicode).
  • The data collection API: the collection API provides alternative (and more accurate) methods to collect data from different sources such as mobile and Facebook apps. This is coming at the right moment for me and it will be put to good use, for sure.
  • Alerts: Oh this feature was really missing in previous version! Of course alerting can be used by business users to be informed of major changes but it is also an additional mechanism to improve yourr measurement quality assurance. Ever been in a situation where a developer / agency made changes to a website, messed up with the tagging and you only found out at the end of the month when doing the report? I have been through this toooo often. Alerts will allow me to be notified directly. Yes!
  • Exportable trends: Oh God! How many times have I been asked “how can I export the trend graph of this report” and I had to answer “You can’t – you need to export day by day manually” (usually followed by a “oh” expressing the user’s huge disappointment)? I stopped counting. This time is over – Insight offer ability to export trend data via the Export API.
  • Annotations: Very simple but so useful – I used it a lot on Google Analytics. It will help to put data in context and you probably know how important context is for data interpretation. I hope it is sharable like in Google Analytics.
There are also some new features in the Analytics product, others than the new brand colours:
  • Traffic source reporting: Oh God (bis) – another feature that was cruelly lacking in WebTrends - the ability to have simple categorization of traffic sources: organic search, paid search, direct, campaign and other referrers. It is there now!
  • Ability to add new measures while preserving old data: this more a technical enhancement but a really useful one. It is so frustrating when you create a custom report and then few months later you want to add new measures but either loose past data or need to reprocess EVERYTHING just for a measure. Now, it is possible. Thanks WebTrends.
These are the main reasons that make me, the analytics geek, so excited. Still I will have to wait a little more, until we upgrade our infrastructure here at work as the upgrade will required quite some work. I hope I won’t be disappointed – shouldn’t be. I will let you know, for sure, when I will get my hands on it!

Anyone else dying for having its WebTrends software upgraded to v9? Any On-Demand users willing to share their experience regarding the features I mentioned? I am really curious to know.

Note: I have not mentioned the addition of the bounce rate, a metric that has become a ‘standard’ and missing in WebTrends. It is now available in Analytics Insight but only available at profile level – not at page level. If this is the case, it is a bit a disappointment because bounce rate at profile isn’t that useful. I hope WebTrends will include as a standard measure in a near future - it will avoid a lot of manual calculations.

Related posts & resources:

Wednesday, June 30, 2010

Build your free competitor monitoring dashboard with iGoogle

Competitor monitoring dashboard with Google Insights for searchIf you have been reading this blog for a while, you probably know that I am a big fan of Google Insights for Search. It can be used for many purposes; my favourite being as a “competitive” intelligence tool to monitor overall interest in your brand and products vs. your competitors. I covered an example last year with the Prius vs. Insight and earlier this year I illustrated how the tool can be used to “evaluate” the impact of offline events like TV campaigns for example.

The “problem” is how to make this valuable information usable on a regular basis? How to keep an eye on what is going on? How to get an overview at a glance without running each query? Of course, you can bookmark each query but still, you need to manually select these one by one to see if there is or not anything noticeable. This can be time consuming – especially if you are monitoring several markets or products. And if you want key users to use this tool you have to make their life easier :-).

iGoogle Insights for Search
iGoogle Insights For Search, when two Google services meet
The answer came from one of the comments made by a reader(1): use iGoogle to save your favourite queries. To be honest I have never been a iGoogle fan (shame on me!) but I thought it would be a good idea to give it a try. And what a good idea it was – soooo simple but how useful. Not only I really liked it but I got very positive feedback from colleagues at work. Therefore, I thought it would worth sharing it with you.

Here is a example I made – for once not an automotive one ;-) - that show interest trends for some smartphone brands (iPhone, HTC, Nokia and Blackberry) over 3 key European markets (By the way, look at the similar “impact” of the iPhone 4 launch across the different countries. Wow!). This is a simple example and I am sure "iGoogle Insights For Search" can be used in many different ways – depending on the context and needs.

example of monitoring dashboard in iGoogle for smartphone brands

Share it!
Building a dashboard in iGoogle allows you to see multiple queries in one screen (like comparing different products over different markets). You can build multiple tabs to easily navigate through different topics, terms or markets. On top, you can share a full tab with other colleagues using the Share Tab function. Don’t keep these valuable insights for yourself; communicate it across your organization!

How to do?
  1. Create a Google account – one you will use at work and that you may possibly share with colleagues
  2. Create a new tab where you want to regroup related reports (e.g. Smartphones – UK/DE/FR). Choose the layout that is best suited (In my example, I use 3 columns)
  3. Go to Google Insights for Search and create the report you need.
  4. Once done, add the trends line, rising searches and top search terms to your iGoogle account (under the tab you created) – just click on the “iGoogle” icon next to each item.
  5. Organise the various items – I use following order (from top to bottom): interest trends (very visual), rising searches (to spot “hot” or new topics) and top search terms at the bottom.
  6. Make you iGoogle your default homepage.

And voilà, there you go, whenever you start your browser, you will get your competitor monitoring dashboard displayed! No way you can “forget” to check it. Now you can keep a eye on what’s going in on – with direct access to key elements. And if you want to drilldown you can easily access the full reports. And all for free! Isn’t life great sometimes?

What do you think? Have you already built your own iGoogle Insights for search dashboards? How do you use it? Any example you would like to share with me?

(1) Special thanks to Urs Gattiker from ComMetrics for his valuable suggestion!

Related posts:
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Wednesday, June 23, 2010

A Journey Into Web Analytics (Part II): The challenges

Scream of terror - web analytics is so hard!
[After an introduction post on the business value of Web Analytics, the second part of this series covers some of the major challenges & obstacles that await you on the long journey to successful online analytics.]

“Web Analytic is hard”
Web Analytics holds attractive promises for businesses. After reading part I, it certainly sounds like online analytics is the magic silver-bullet that most businesses are dreaming for. Then why so many companies are failing in seizing such opportunities? A simple and common answer is that “Web Analytics is “hard, damn hard”!

Ok, let’s be honest with ourselves: most people would certainly say about their job that it is hard. But for sure leveraging Web Analytics value isn’t certainly easy – not as easy as many people think or as most vendors used to claim it. Creating an online analytics culture is quite challenging as there are many difficulties and obstacles to tackle on the way.  And these are not always lying where you think they are (ooh, the vicious ones!). Many companies fail because they underestimate the challenges behind successful Web Analytics.

I have a Web Analytics tool so…
Usually, the first challenge that comes to mind is the technology and the tools. I think too many people believe that Web analytics is just about deploying a great tool, getting online content tagged properly and that’s it. So how can that be so difficult? After all, nowadays most businesses have a Web analytics solution implemented on their websites. For example, last year I had a look at European automotive sites and only 4% had no recognized analytics solution. So does that prove that the other 96% are doing what is defined as “Web Analytics”?

Web analytics use by automotive websites in Europe, 2009 vs.2008
No. Having a Web analytics tool just proves that you are doing online measurements and possibly reporting but not that you are doing analysis (i.e. turning data into insights) or that you are taking actions. The purpose of Web analytics is about understanding and optimizing online usage!

Moreover, having one tool (or two) whether it is Google Analytics, WebTrends, Omniture or Analyser Nx is not enough as these are just measuring quantitative information know as the "What" (=what happened on your site) and the "When" (= when it happened). But what about the qualitative information - the “Why” (= why people came to your site) and the “How” (= how do they feel about it)?  Usually measuring qualitative information will require different and specific tools.

Finally, in many cases, the online channel is just a part of a (much) larger business picture. Online data can not sit alone on their side – they fit in a lager context (see further). Therefore to be really effective, online data has to be integrated with other data. That means integrating your Web analytics tool with other systems (such as CRM, other databases…). Oooh, system integration! That is where things usually get dirty. Now, we are talking about challenges! :-)

Too much data
Ok, let’s assume you have overcome the technical challenge. Now you are likely to face another typical challenge of Web analytics: having way too much data – more than any data geek can handle. The great thing with the Web is that it is probably the most measurable media we have so far but it is also a problem. Indeed, it is very easy to get overwhelmed by the huge quantity of data that can be collected.

The measurement possibilities are so enormous that it is tempting to succumb to let’s-measure-every-single-click frenzy and to turn any Web analytics tool into a data-report-puking machine.

The problem is that the insightful information is usually a very small portion of this mountain of data. But this is the one you need, the specific data that will bring real insights and that will make you take the right actions. So finding this tiny piece of information is often like finding a hairpin in a haystack.

For that you need the right people and that is the next challenge…

Lack of “staffing”
Another typical problem with Web Analytics is that many limit its scope to a tool and technology. Too often, the focus is on allocating budget for implementing tagging, configuring the tool and the thousands of reports that come with it. But when it comes to allocating people: nothing, nada, nicht, que dalle!

Ok, now is the right time to slip in some intelligent expression like “Owning the best hammer doesn’t make you a good carpenter”. Just replace the words “hammer” by “web analytics tools” and “carpenter” by “analyst”. Amen. Web analytics tools are just er… tools. They don’t analyse nor interpret the data, they don’t make recommendations, yet (but who knows, I am sure people like Joseph Carrabis have probably their own idea on that topic).

This is the job of (Web) analysts to put the data in context, to grab its complexity and turn it into business intelligence. And, this is not a job you can assign to first person you will find. It is not something that can be done one hour a day. Don't get me wrong here, I am not picking on Avinash’s great book, “Web Analytics an hour a day” (highly recommended reading by the way) – I just want to say that analytics is not a side task, it is a real new job that requires specific skills and experience (more about this in Part IV).

Finding qualified Web analyst is not easy

And even if you decide to assign dedicated persons, you will need to find these. And you will not find them at the corner of the street. Experienced analysts are highly demanded and come for a price. What about hiring junior or freshly graduated Web analysts? The problem is that online analytics is not much taught in universities or high schools – apart for few exceptions (but it is slowly changing). Online analytics is more something that you learn by yourself, on the job. It may get easier in the future thanks to great projects such as Web Analytics Without Borders and Analytics Exchange that offer the opportunities to beginners, students to develop their skills and acquire experience on real projects.

Siloed organizations& the reluctance to change
But then even if you have good tool and a good analyst, it will not be a guarantee for success (at least it is a good start). You will need to face “organizational” challenges. It is very typical (and even almost unavoidable) that big companies are organized in a vertical way, with what are commonly called silos. Each department focusing on its own area: Internet marketing takes care of the website, media department handles advertising, sales department is responsible for lead & sales management… All these departments contribute to the whole business process and it should be the same for Web Analytics. Its scope shouldn’t be limited to the website (or online channels) and to the few departments that are managing it. Online data are part of a more global context: business processes.

What is it the point to measure online lead conversions and increase these if it is not linked with sales? I mean, a Internet marketer, may be doing a great job at using the website to double the number leads but if these don’t turn into sales because of their  poor quality, it makes no sense. Online data can prove to be useful for many departments inside the company: product design, sales/production planning, brand strategy, marketing intelligence... The problem is that there is often a lack of awareness and sharing. It is very likely that most departments are not aware about the existence of online knowledge and about possibilities.

Therefore to really leverage the value of online analytics, one will have to “break” the silos. I don’t mean re-organizing the whole company - that would be impossible :-) - but making people communicate and work more together, change people habits, change processes, change the culture. And if there is something difficult in big organization, it is change. Finding the right organisation is a challenge on its own – as who should own Web analytics? Where should it sit in the organization? Vertical vs. horizontal? Centralized vs. distributed?

Patience & perseverance, you will need!

Beware the Hippos
HiPPo, the Highest Paid Person Opinion will give you hard time - can be worse than a real hippo
The people you work for can be a serious challenge as well. Internet marketing managers had a quiet life – as long they could persuade people around that their job was brilliant. The boss could impose any idea because he/she was the boss and there was nothing to contradict it. Web Analytics means a possible end to this “state of grace”. Web Analytics is often a painful reality check -  “bye bye” judgement based on gut feelings or influence and welcome to facts & figures! And the Web analyst is likely to be the bad news messenger. So the persons that are supposed to support you may do it to a certain extent only – as long as it serves their interest. Many people prefer to live in ignorance (I call it the “ignorance is bliss” syndrome), they won’t say it out loud of course but in practice…

Your findings may go against the HiPPO’s - highest paid person opinions. How will you handle that? How will you make people accept something that may show they are not doing such a great job? You can’t just come in and throw your facts & conclusions at your boss face while saying victoriously “Ah! Ah, see how wrong you are!”. When it reaches a certain level, political aspects get in the way and you will have to deal with these with extreme caution.

And there are more…
Challenges don’t stop there. The media itself make it challenging. The Web is a (super) fast evolving media. First, there is what some call the “decentralization” of the Web, induced by social media. Content is not centralized anymore in a limited number of sources (typically your sites) but it is disseminated across multiple types of sources and platforms. Companies now have RSS feeds, blogs, YouTube channels, Facebook brand page, Twitter account… Brand content can be shared by consumers or embedded in other sites. Each source and platform need to measured, usually in different ways, leading to multiple data sources that you will have to put together in order to grasp the your full ecosystem.

Web can be accessed via more and more platforms - each being measured in a specific way

Secondly, there is also the multiplication of technical platforms as well. Until not so long ago, it was easy as the majority of people used their computer to surf on the Web but now they can access Internet via their mobile phone, their tablets (like the iPad for example), their TV, their game console or even from their car systems. The same person will use different platforms at different moments for different usage, bringing more challenges in terms of measurements and data reconciliation. For example, measuring mobile sites does not work exactly the same way as measuring websites.

The consequence is that online analytics is constantly evolving (and fast), setting new challenges. No time to rest…

Don’t despair!
The challenges covered here are just examples. I could keep on enumerating more but this post is already quite long (you can find more for example in last year Econsultancy’s Online Measurement and Strategy Report or in this great post from Avinash) but I guess you get the idea. Web analytics is certainly not that easy, it is not just a matter of having one tool implemented that provides you with tons of sexy reports. Technology is just one of the difficulties with other aspects like organization, company culture, people, expertise and others. Like in many other areas, whenever significant changes are required, you are up for a long and difficult battle. Even the constantly changing nature of the media itself adds its own set of difficulties.

But don’t get desperate – successful web analytics exists (well, I truly hope so – I keep repeating that to myself :-)). All challenges can be overcome. How so? Find out in Part III – “Critical factors for successful Web Analytics”


Your turn now: based on your experience, what are the toughest, trickiest, most vicious challenges you encountered on your Web analytics journey? I am curious to know so please share your experience.

Interesting posts on Web Analytics challenges:

Tuesday, June 8, 2010

A journey into Web Analytics (Part I): The Value of Web Analytics

This post is the first one of a series of posts inspired from presentations I did at the eDataXchange automotive forum in Brussels and more recently at FeWeb conference on Web Analytics. The purpose of this series is to give a general overview of Web Analytics: the “business” value of Web Analytics, the typical and not so typical challenges that lie on the way, what it takes to make Web analytics successful in an organization and the Web Analytics profession. I hope you will enjoy this series. So let's get started with the value of Web Analytics...

Internet - the new revolution.
Gutenberg’s invention, press printing, was a revolution in its time as it played a key role in making knowledge and information accessible to the mass. In a similar way, many consider Internet as the revolution of our time. It has given us access to almost unlimited information and knowledge. It changed the way we communicate and it is even changing the way we interact socially (the famous “social media revolution”).

But Internet not only changed people’s life – it also impacted many businesses and industries. Just look at the news, music or travel industries for example. In the automotive industry, Internet has become an important sale & marketing tool. In 10 years, the percentage of car buyers using Internet as source of information went from 20% to almost 90% (1).

Today, businesses don’t do websites anymore because it’s cool or because the neighbour has one (well, I hope you do have better reasons than these :-)). Whether you are investing 10,000 EUR, 100,000 or a million EUR in online channels, it is to server business purposes with specific direct or indirect objectives. And performances against these objectives need to be measured. You need to be able to assess if you are doing a good or crap job and to understand how to make it even better.

That’s where Web Analytics (or shouldn’t we say online analytics - I tend to prefer this name more and more) comes in play as its main purpose is not about measuring, collecting or reporting Web data but to understand and optimize web usage. It really irritates me when people think that Web Analytics is just about counting visitors, measuring most viewed content or time spent on a site.

Listen, ask, understand and optimize!
Compared to traditional media such as TV, print media or radio, Internet is probably the most measurable media we ever had so far. There is a (almost) endless list of what can be measured online. And it doesn’t stop to measuring online activity – the impact of offline events or campaign can be measured online too in some cases, using proper tools and techniques.

There are unique opportunities for businesses that will manage to leverage the use of online analytics:

  • Listen to customers: For example, social monitoring offers to possibility to listen to what people say and think about your brand and products: what they like, what they don’t, what they dream of. You can learn what products your customers are interest in using Web Analytics - for example by collecting configurations made on a online car configurator tool. Of course that’s a big change – we have been so used to talk to our customers, not to listen to listen to them. But there is a beginning for everything.
  • Ask your customers: Not sure about what your customers want or think? Stop doing wild guessing, ask them. Online surveys and other Voice Of Customer (VOC) tools make it possible to gather valuable qualitative data. Combined with your clickstream data, it will bring you real actionable insights fulfilling your analyst wildest dreams.  
  • Understand your customers: All this input together with quantitative measurements will help you to really learn about and understand your customers: who they are, what are their needs and desires, how they use your services and more. Customer intelligence - it is right there so help yourself.
  • Target your customers: By better understanding your customers, you will be able to offer them what they want – not what you think they want. Competition is too tight today – by delivering the right services or information at the right time can make a difference.
  • Keep an eye on the competition: You are not alone in the ecosystem – it is not just you and your customers. There are competitors!  Web analytics is not just about measuring your own performances. There are tools and benchmarks - whether free or paid ones - that make it possible to monitor your competitor activities and their impacts. Welcome to online competitive intelligence

All this will help you OPTIMIZE YOUR BUSINESS - not just your website or online campaigns but the whole company business.

Customer comes first
In the end, online analytics ultimate goal is to contribute to the main goals of any business, that can be summarize in 3 main objectives:
  • Increase customer satisfaction by offering them the best online experience. Any online interaction with your brand should not create any unsatisfaction nor frustration. I am not saying it should be a climax moment (but you can manage it, why not?) but online experience should be smooth, straightforward and pleasant – certainly not a pain in the ass (as it is too often the case). Online analytics helps you identify what works and what doesn’t – so you can fix it 
  • Increase revenues by improving your site efficiency and customer satisfaction, it should lead to better lead conversion and hopefully more sales i.e. more revenues. Online analytics brings valuable information to help you optimize your processes, your content and better target your different types of audience (segmentation rules!)
  • Reduce cost, improve return on investment (ROI): Online analytics provide you with the information you need to prioritize your investments according to the potential (positive) impacts. Invest your money where it worth it – make the best out of your investment based on measurements and facts, not anymore based on gut-feelings. For example, you can reduce your media cost per sale: drop low performing advertising channels and formats, promote performing ones. 
(Note that I put customer satisfaction in first position because customer comes first – it is the basis of any customer centric approach)

Web Analytics is not just copying Google Analytics code in your site. It is not about measuring basic stats and throwing these in nice sexy Excel charts. It is an outstanding opportunity to improve the whole damned business! Are you ready for this?

So, it looks attractive. It sounds like online analytics is the magic silver-bullet any business is look for. Then why so many companies are failing in seizing such opportunities. Well, unfortunately Web Analytics value isn’t certainly easy. It is quite a challenging task, much more than majority of people think. There are many difficulties and obstacles to tackle on the long Web Analytics journey. And these are not always lying where you think they are (ooh, the vicious ones!).

But what are these hurdles? Where are they hiding? Well, you will find out in part II - "The Challenges of Web Analytics"


Any feedback? Any thoughts on the value of online analytics? Please feel free to share your comments, it will be very appreciated.

Other posts from the series:

(1) Source: Cap Gemini Car Online 08/09 study
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