Contact Me

Comments

Post a Comment

Popular posts from this blog

5 Steps to Measure Your Omnichannel Performance Using Digital Analytics

Image
  photo credit: Karolina Grabowska We had an interesting question come up the other day about how many leads does content get versus how many leads does advertising get. It's a great question, but, as analysts, if you were just going to report a number then you would be doing a disservice to the real problems at hand. Here is how I see this: - The original ask isn't a true business question that an analyst should really try and frame each question she or he is trying to answer - The question within the question is more important. What I believe is being asked is "how good are these channels and why do we need both if one is better than the other?" - maybe there's a bias towards one or the other, but you have to get to the heart of the matter The real things to solve for are the following: 1) Do we get leads ATTRIBUTED to content? 2) Is that lead ATTRIBUTED to content at the first touchpoint or in the journey? 3) If someone sees an AD with CONTENT during the journe...
Read more

The Sequence Segment: You're New Desired Path Best Friend

Image
One of the key steps in the creative process when designing a website is to think of the different desired paths you want users to go through in order to convert. Sure you can get expensive journey analytics tools, but that isn't practical or cheap. Google's out of box reporting: the navigation summary report is very limiting and the behavior flow report can look a bit clunky. So what's an analyst like you to do?  Our Story Problem Let's look at an example involving an online retailer that just designed a new site. They'd like users to first land on their homepage, learn about their business and products, go to a categories page to choose specific products, then get to a product detail page and buy. The trick is that they are realistic in that they know that people do their research. They want to know if their users are doing this across multiple sessions to buy, not just one session. If they know this then they know the journey they want users to take is wor...
Read more

3-Step Process to Escape the Tinkering Mentality and Enter a Comprehensive Digital Strategy

Image
Greetings Degurgitators! It's been a minute, hasn't it? I've had a few things going on outside of the professional life that's kept me busy. One of the greatest things happening to me is that my oldest is starting Kindergarten. I'm beyond a blessed dad.  But let's get right into it. I want to talk about how to escape the tinkering mentality of your website. Those onesie-twosie things you think that are just going to raise conversion rates just might not be what you think will happen. I'm not saying that certain small changes won't help exactly, but often times those types of changes happen with testing around a specific goal. How does this happen? This often happens when thorough objectives, goals, and measurement strategy isn't really there. I'll often hear that the goal is to "make more money" or to "sell more **blank**". That isn't rooted in any specific strategy. What's more difficult is that it's...
Read more