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9 Google Analytics metrics every marketer should know
Photo credit: Wikipedia
The GPS for a website and any brand’s online effort is Google Analytics. If you have a website and don’t regularly review analytics, it’s the same as getting into a car to drive someplace without knowing where you’re going. When Google Analytics was released in 2005, it was a watershed event for any brand doing business on the internet. Google made available sophisticated analytic software for free. It changed the reason to build a website from “because every business has to have a website” to one where a website can be used to create business and be proven to generate even more. Read the remainder of this entry »
Bean counters and Innovators: Facing off on social media ROI
Image by seanmcmenemy via Flickr
ROI or no ROI? The answer depends on which side of the business case you sit at: asking for the investment or holding the purse. Last month, I covered the subject of personal ROI in the realm of enterprise social networking: how sustained adoption requires individual buy-in similar to long-term commitments to special diets or exercise routines. The topic of Social Media ROI, due to its complexity and scope, would be better discussed in a book than in a blog, so here are some themes to think about, as opposed to being a comprehensive analysis of this somewhat controversial area.
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When will Web Analytics catch up with mobile usage?
Image via Wikipedia
A few months ago, I asked the musical question, “Is the mobile activity you are counting really mobile?” The musical answer was, “no.” No matter what you think you mean by mobile, I can wager that your analytics vendor is counting something else. If you didn’t read that post back then, do it now (I’ll wait right here), because the situation with mobile is only getting worse. I am hoping it will eventually get better, however, so read on. Read the remainder of this entry »
IBM Buys Coremetrics as the Analytics Battle Heats Up
Image via CrunchBase
IBM doesn’t make too many mistakes, but I thought it made a big one four years ago when it sold off its SurfAid Web analytics business to Coremetrics. Today, IBM reversed course in a very smart move when it swallowed up Coremetrics to tap into its customers’ growing need for Web analytics. And while IBM getting back into the Web analytics game is a big story by itself, it’s a bigger story when you look at what this means to the Web analytics industry.
What’s Your True Conversion Rate?
Image via Wikipedia
You probably check your Web metrics system frequently, and focusing on your conversion rate is a big part of what you do. New research from Sun Microsystems casts doubt on whether many companies are calculating their conversion rates accurately. Should you be worried about how you’re doing it? If so, check out my latest post on Search Engine Guide, “What’s Your True Conversion Rate?”
