Analytics 2.0

Much more than just tagging

The Web Analytics Association launches new Web Site!

Posted on | February 26, 2010 | No Comments

If you are a Web Analytics geek I have great news, at the Web Analytics Association we have just launched the brand new Website with an improved navigation, visual representation and probably the most important improvement, the addition of the member only online community, which gives you:

1- An Improved Member Profile and Directory: Your Member Profile can include memberships in various committees and country groups, links to personal social networking sights, and much more.

2- Ability to Get Involved: Are you interested in joining the Research Committee? The Spain Country Group? Simply go to the Groups section and join us. You will immediately start to receive notices of meetings, have access to the group calendar, group forums, and blogs.

3- Opportunities to Connect with Members: With our new member site, it couldn’t be easier for you to stay connected. The WAA online community gives you the ability to make personal connections with members from around the world through the members only “Networks” and “Connections” you’ll find when logging in.

I would like to personally thanks to all the people that made this possible, Web Analytics Members, Committee chairs, and other volunteers. Special thanks to Stephane Hamel, June Dershewitz, Dani Giandomenico, Andrea Hadley, and Janet Park, for their ongoing work on this project.

Category: Web Analytics Association

A/B testing or 360 view? “Benefits” is the key

Posted on | February 10, 2010 | Comments Off

Identifying the type of information we are handling is the base for building decision-making scenarios with an acceptable level of risk. The type of information has nothing to do with the information source. The information source is just a mere “provider” but is not important at all once the information is already in your information system.

Want to read more? It worth an extra pageview, click here!

Category: Analytics 2.0, Web Analytics

Identifying site interactions, the Key for optimizing

Posted on | January 13, 2010 | Comments Off

If you would like to optimize your site performance it is key to first identify the interactions that a user could generate on it. To do so you must forget about the holistic vision of systems by the systemic vision (highly recommended to read Peter Senge’s Fifth Discipline). The holistic vision says that in order to optimize each part of the system you need to optimize each part of the system while the systemic vision says that the important thing is to understanding and optimizing not the parts (or objects) but the interactions and not all the interactions but the one/s that are mainly constraining your website from a higher performance.
If your main website objective (every system must have a MAIN objective) is Sales Conversion, then you must find and understand what interactions that a user may generate could lead to a sale and try to optimize that interaction. When doing that remember to focus just on the main restriction do not spend unnecessary dollars on something that will not result in higher benefits. Think about your website has a pipeline, what must flows through it is your objective (sales, registrations, etc) and nothing else than that, not pageviews, not visits, not comments…just your objective. As much of your objective flows through your structure as much it will perform.

So, go ahead, let’s fall in love with your interactions ;-)

Category: Analytics 2.0

“Understanding” – the hardest part of an Analytics Ninja work

Posted on | January 6, 2010 | Comments Off

One of the critical parts of an Analytics Ninja work is related with the way humans interact. Analytics Ninjas must understand what people need to make decisions and what they don’t. However, this task that seems to be pretty simple, in fact it is not.

First of all every human has a different mental model which process the information in a very particular way. The communication also differs based on gender, man and woman communicate in a very unique way.

Culture is something that pushes the differences among people. People from Argentina process the same information different than someone from the States (look other posts like “What’s a Latino?“, “Analytics, Focused on People?” and “Is time Just money?“.

All the above mentioned differences make our job very complex. Why? Because the first part of an Analytics Professional work is understanding the “System” and you wont be able to do that if you are not able to understand the way people communicate it to you.

So my suggestion is using the kid’s very same technique…the Why? Why? Why? Technique. Normally the less people talk the more they agree. This is usually desvastating…

I Leave you a very interesting video from the Monolog of Mark Gungor called the Tale of Two Brans, enjoy it!!!

Category: Analytics 2.0, Analytics Tips, Web Analytics

Another Internet year – Happy 2010!!!

Posted on | December 28, 2009 | Comments Off

Another year in the digital industry my best wishes for the 2010. I leave you one of the funniest and weird videos ever ;-)

Click Here! (can’t believe embed is not allowed)

Have a great and successful 2010!!!

Juan Damia

Category: geek humor

FAQ from Google Analytics new features

Posted on | December 17, 2009 | Comments Off

Last month Enrique Quevedo invited us (The Intellignos Team) to present with them the new GA Features to the top Clients in Buenos Aires.

Want to read more? It worth an extra pageview, click here!

Category: Google Analytics

We keep re defining the Email Marketing Funnel

Posted on | December 9, 2009 | Comments Off

In this post (link) I’ve presented my vision about how should be taken considered the forwards in an email marketing campaign.
Why is this approach important? Because it gives you a very realistic vision about where do you have the constrain into your system (email marketing campaign). Forwards and “tell a friend” are to channels that must be considered to broaden the base of the pyramid (sends). Why? Because if you can reach 10 people each of them can reach some others and those others can reach another ones with one main advantage. They know those people and know what may interest them and what may not.
Several years ago (depending on the region or country) people use to buy their stuff in small shops where the sales person use to remember what could interest to the buyer and what not increasing the sales chances.
When the small shop switched to a big retail chain what was not possible anymore because it was not only one or two sales people but hundreds and instead of 20 clients each sales person should remember about 200 hundred of them. This situation pushed the creation of the CRM with the uses of computers. The CRM systems allow that each one of the sales people have information in real time about each of the hundred, thousand or million clients.
Email marketing is part and uses most of the CRM techniques making possible reaching a huge quantity of people in an effective way, which is great.
Now, probably you can be even more effective if you think each of the people you send email as the old sales person which have a few (but well) known clients and know what may need each of them in each particular moment. If you focus on that part of the process you will increase the base of your pyramid but with one different, those new “Sent” will perform better than the previous ones.
So what I would like to share with you in this post is the core part of this approach…how to identify the RCR on you email blast.
Where:
- Reach = MC + VC
- Broaden rate = VC / Reach
- VC quality factor = (VC Conversions/forwards)
(MC Conversions/sent)

In the post “Re Defining the Email Marketing Funnel” I’ve presented my vision about how should be taken considered the forwards in an email marketing campaign.

Why is this approach important? Because it gives you a very realistic vision about where do you have the constrain into your system (email marketing campaign). Forwards and “tell a friend” are channels that must be considered to broaden the base of the pyramid (sends). Why? Because if you can reach 10 people, each of them can reach some others and those others can reach another ones with one main advantage. They know those people, what they like and what they not.

Several years ago (depending on the region or country) people use to buy their stuff in small shops where the sales person use to remember what could interest to the buyer and what not, increasing the sales chances.

When the small shop switched to a big retail chain that was not possible anymore because Want to read more? It worth an extra pageview, click here!

Category: Email Marketing

FIN Concept – Free is nothing

Posted on | November 27, 2009 | Comments Off

“I implemented Google Analytics because is free” is one of the most trite phrases this days in the Internet Industry and let me introduce you the FIN Concept…Free is Nothing.

Do you thing that Google Analytics or Yahoo! Web Analytics or any other tool is free just because your don’t have to pay for them? That is not correct and I’ll show you why… Want to read more? It worth an extra pageview, click here!

Category: Analytics 2.0

The WAA keep moving forward

Posted on | November 6, 2009 | 6 Comments

Today is a very important day in my life since, thanks to the Web Analytics Association, I’m the new (and FIRST!) “Coordinador Regional para Hispanoamerica“. This decision is part of the WAA Globalization Strategy leaded by the tireless René Dechamps Otamendi (Globalization Chair at WAA) .

Since today I’ll be working in the Hispanic Latam WAA expansion strategy which will be resulting (I hope so!!!) in a better industry for all of us. It gonna be a challenge that I’ll really enjoy it!!!

I would like to thanks the Board of Directors and It’s Chairman Jim Sterne for supporting me and of course to René Dechamps Otamendi…YOU ROCK!!!

Category: Web Analytics Association

Comscore to Acquire Certifica

Posted on | October 30, 2009 | Comments Off

Yesterday Comscore posted a press release with the following highlight “Comscore to acquire Certifica, a leading provider of Real Time Web Measurement and Digital Marketing technology solutions in Latin America“. On it Comscore explains that the objective of this acquisition is to jump Latin American market entrance barriers.

Even when at a first sight it is not really easy to understand this acquisition (at least for me), is a way to buy a list of high qualified leads in the region. Actually if I have to sell Comscore products I would definitely visit Certifica’s clients.

I keep thinking about this acquisition…by now…Congratulations Alejandro Fosk and Comscore!!!

Category: Web Analytics News
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