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Posts Tagged ‘analytics

Interview: Analytics Tool Getting a Refresh with Crazzy Egg 2.0

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crazzy egg drop downA few weeks back I talked about Crazy Egg’s Confetti as a great analytics tool for data visualization and thought it worth some follow up.  Amee over at Crazy Egg came through with the inside scope on Crazy Egg 2.0 as well as some insights on data visualization.  To the left is the new drop down menu – some nice new options.

PMT – How have you seen the need for data visualization change/evolve in recent years?

CE – Because of the vast amount of data out there, it can be hard for companies to comprehend the data. Visualizations that provide an insight about users and more importantly actionable data, make it easier for companies to understand their data.
Similar to what some analytics companies are doing now, I think over the next few years companies are going to concentrate and create more useful visuals and not just pretty ones.

PMT – How do data visualization tools fit with typical analytics platforms like Omniture?  What’s the best way to create synergy between the two?

CE – Well, they help you understand the data in a different way. Some people are visual while others prefer crunching numbers. I think analytics companies are going to have to meet the needs of both type of users.

PMT – What’s new with the upcoming Confetti release?

CE – The best way to create a synergy is through deep integration. This way the user experience is seamless.
Crazy Egg 2.0:
• Completely rewritten from the ground up
• Improved stability, performance, and reliability throughout the whole system
• Reports are always available
• Reports load much quicker
• Improved tracking reliability
• Improved tracking accuracy
• Added many more dimensions of data to Confetti and Overlay, including custom user variables
• Higher-resolution heatmaps
• New snapshot creation UI
• Ability to fine-tune URL matching URLs for snapshots
• Ability to edit running tests
• Improved screenshots (better font rendering)
• Improved error handling and messaging
• Better tools for our users to diagnose potential installation/configuration issues
Coming soon…
• Regular expressions for URL matching rules
• Ability to handle template trackingweb analytics an hour a day
• Ability to track login-protected pages
• Export to CSV
• Downloadable Heatmaps
• IP Address blocking (existing 1.0 feature)
• Ability to track custom elements

To brush up on your analytics, pick up a copy of Web Analytics: An Hour a Day

Written by Greg M

September 19, 2009 at 1:34 pm

Posted in Interviews

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Confetti, Analytics Tool Gets High Praise from Avinash

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confettiOn Occam’s Razor this week Avinash talked about some of his favorite supplemental analytic tools and covered Confetti by Crazy Egg. I’ve actually seen this tool before and now have a project where an overlay like this would be really helpful in understanding user behavior.

I actually spoke with the people at Crazy Egg and they say a new version is coming out next month whweb analytics an hour a dayich will be their first serious update in about 3 years. In its present form Confetti track x,y coordinates and then uses different colors to show referring segments. I’m a big fan of data visualization tools and it’s capabilities exceed typical analytics capabilities. The best part is that Confetti starts at $9 per month for up to 10 pages.

To learn more about web analytics check out Avinash’s blog, Occam’s Razor or pick up a copy of his book Web Analytics: An Hour a Day, at Amazon.com!

Written by Greg M

August 29, 2009 at 12:23 pm

Posted in Blog Posts, Tools

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The Open Campaign, Transparent Data Makes for Awesome Marketing Idea!

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the open campaignI was reading Billy’s Blog earlier in the week and he had an interesting post about something called The Open Campaign.  It’s a joint promotion between Widemile, WebTrends and a few others (not totally out of left field WebTrends just purchased Widemile).  In any case the idea is for these conglomeration of online marketing and analytics experts to post their campaign methodology and results publicly – very cool!!!

Billy talks about some of his initial testing ideas with Widemile – nothing earth shattering yet but practical application is nice to see.  They are also using ForeSee as their survey vendor which I think is a great idea.  I used to be extremely skeptical about the use of opt-in surveys in conjunction with analytics data but I’ve come full circle in the last year.  We layer in survey results with our click tracking behavioral analysis to really create a powerful optimization roadmap.  I’m looking forward to seeing how The Open Campaign uses the survey data.

Be sure to check The Open Campaign often for updates, I’m looking forward to learning a lot from this project.  (and BTW, what a great marketing idea!)

If you’d like to learn more about optimization pick of a copy of Landing Page Optimization For Dummies (For Dummies)

landing page optimization for dummies

Written by Greg M

July 31, 2009 at 6:17 pm

Interview: Evan LaPointe of Atlanta Analytics

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atlanta analyticsIn the first of a recurring series, here’s a miniview (mini interview) with Evan LaPointe of Atlanta Analytics.  I posed 3 rapid fire questions to Evan to get his take on analytics today.  Be sure to check out Evan’s blog www.atlantaanalytics.com.

PMT:  Since you’ve been “doing stuff” online for 15 years (about as long as I have), what is the most profound change that you’ve seen in the use of data in the digital space?
EL:  I think the most profound change I’ve seen is people FINALLY starting to reject data without context.  Just this week, I’ve been working on a client obsessed with exit rates.  But visitors have to exit somewhere.  Without the context of whether the page provides an appropriate circumstance for exit rates or not, they tell you nothing – and sometimes, dare I say, certain pages with insanely exit rates are GOOD!.  I’m glad to see the days of metrics without context slowly disappearing.

PMT:  What is your favorite KPI and why?  (please elaborate or this will be a really short interview)
EL:  Favorite metric? I hate to do this, but it’s got to be bounce rate.  Why? Because it is the ultimate “content rejection” metric.  When I use bounce rates in the context of inbound traffic sources, and especially keywords driving traffic to this page, it’s usually immediately actionable.  If we’re not offering clear calls to action based on what the user has already said they’re looking for, we’re running the wrong way around the track from the very second the gun is fired.  Making small changes to align the page with what visitors expect can have enormous revenue impacts.

PMT:  What do you think is the hardest thing to measure and analyze that could provide the greatest amount of value, especially if it were easy to track? (I’m fishing around the ‘engagement’ watering hole on this one so please try to come up with something new and totally mind blowing)
EL:  What is the hardest thing to measure that would have the greatest value? Well, you’re clearly shifting material that should be on my blog to your own, but I’m okay with that 🙂

I’d say that answering the “why” questions would provide tremendous value.  If we could have less-intrusive survey [qualitative] data to layer against web analytics [quantitative] data (like 4Q survey, but where we don’t just get polar love/hate participation), not only would it mean great data, but it would more importantly mean fewer arguments in the conference rooms which HAVE to account for millions upon millions of dollars of lost productivity every year before we even consider the performance impact on the site.  This industry is rife with terrible opinions and otherwise very talented executives who are clueless about online behavior, paired with a huge absence of data to help the enlightened to make their case definite.

How we get that data, I haven’t a clue.  Hopefully, everyone will begin trusting analysts’ assessments of why things happen and these arguments will be solved through multivariate testing rather than hours of blabber.  A few sites do surveys well, but participation is always going to be an issue, if I’m being realistic.

If we’re looking at measuring “engagement,” I’d just quit.  The only way to get something simple is to degrade the insight of each of the points that make up engagement.  A great example is Peterson’s effort to create this crazy ass engagement metric.  The formula looked like we were trying to predict the trajectory of the lunar lander, not help a web site.  The truth is that this metric is ultimately useless because we lose sight of the details that make it up – and details are what we’ll act on. Creating a mushed-up metric takes us backwards, in my opinion.  It’s like having a number to assess the performance of your car’s parts.  If that number drops, we are no closer to diagnosing and fixing the problem. We just know that something, somewhere is wrong – which is less helpful than it sounds.

To learn more about analytics pick up the Kindle edition of Web Analytics: An Hour a Day from Amazon.com!

Written by Greg M

July 26, 2009 at 11:51 am

Analytics KPIs, Try the Median Instead of the Mean

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medianOveruse of the mean is one of the bigger mistakes in analyzing site side and marketing campaign metrics. As a metric the mean is effective at representing tightly packed data sets but has its limitations when dealing with outliers or a broad range of outcomes. Average time spent, average order size and average time between visits or purchases are a couple of examples where the mean doesn’t tell the whole story.

On the other hand the median is much more effective at representing these data sets. What we’re really trying to define with the use of our analytics is, what does a typical visitor due? In the above examples what’s the average time spent, order value and latency. The median pinpoints the user smack dab in the middle thus reducing noise created by any outliers such as a browser that is open for a half an hour, unusually larger orders and infrequent shoppers.

Take a look at your analytics setup and see if there are any dashboards or KPIs where you can replace the mean with the median.

For more ideas to improve your web analytics pick of a copy of Web Analytics: An Hour a Day

Written by Greg M

July 21, 2009 at 11:52 pm

Posted in Tips

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