February 15, 2012
In a previous blog post I took a look at the two most common uses of digital analytics: product and marketing optimization. These two are probably most accessible to business since they’re easy to tie back to “dollars in the door”.
Improvement in product performance means more revenue (or more cost savings, in the case of information-based products like customer self-service and FAQs), and more revenue means that digital analytics directly positively impacts the bottom line. Improvement in marketing performance equally demonstrates a direct link between digital analytics and positive impact on the bottom line (higher marketing return on investment, lower cost per acquisition, etc.)
Posted by Eric
February 9, 2012
Your team feels hopelessly underwater trying to keep up with all of the content changes to your website… people are working long hours on short deadlines… and increased budget is nowhere to be found. Despite this, a senior manager has determined that the “Corporate Responsibility” section of the website deserves a high-priority rewrite requiring content […]
February 2, 2012
One of the benefits of working as a consultant is having the chance to work with a wide variety of companies, who pursue many different business models, across a wide breadth of industries. Each engagement we do is unique and gives us experience applying digital analytics in a variety of ways for a number of different purposes.
Traditionally digital analytics is used to look at the level of success digital properties (websites, mobile apps, etc.) achieve in serving business goals: how many new people registered for a newsletter, how many orders and how much revenue were received, how many times people found an answer in FAQ instead of calling the customer service department, and so on.
November 8, 2011
As the ‘new guy’ at Unilytics I have the somewhat unique perspective of transferring from in-house web analytics expert (in my previous role) to web analytics consultant. This perspective, combined with anecdotal stories from fellow practitioners, has lead me to the following conclusion:
For web analytics to be really successful, building trust within the organisation is paramount. Without trust from the organisation, any potential value from web analytics is constantly undermined by fear, uncertainty and doubt.
March 15, 2010
Web analytics should begin with a plan. Unfortunately, most don’t. And the plan should start by answering the most basic of questions; why do we have a web site? All web sites can be categorized as having one of two objectives; either to make money or to save money. Sites which make money are not […]
Posted by Nad Balata
December 7, 2009
With organizations becoming increasingly sophisticated with their web analytics initiatives so should management and owners of web analytics. For many companies the question that arises is who is responsible for the web site and analytics. Spurring this introspection is the fact that market research currently shows that Marketing owns web analytics 46% of the time, while traditionally IT owns responsibility of implementing tagging required to populate report data.
Posted by Eric
November 27, 2009
Webtrends and Google Analytics do overlap and comparisons are worthwhile, but each will appeal to different audiences. We see many clients who are well suited for GA. If their needs are fully served by GA it’s the logical choice since it’s free. But the technological approach by both is different which means they will often […]
October 9, 2009
There are many factors and activities which determine the success of online properties. Understanding how these actions affect the overall message and how they interrelate is of significant importance. Mass media marketing such as television or radio spots may reach a wider audience but may have little or no interest to many. How many of […]
May 27, 2009
Web analytics delivers an overwhelming amount of information by way of reports. Much of it is fascinating but the excitement of those reports wanes over time because the information is not used to affect daily business functions. And why should it?! It’s usually not relevant to the business. Identifying what values to look for and […]
April 30, 2009
Unilytics is an offcial eMetrics sponsor
As we plan to exhibit at eMetrics in San Jose, May 5 6 and 7, I felt it was great time to introduce you to our new blog! Yes, there are lots of them out there already and we are not early to write one, but we plan to offer relevancy about our industry and company. And there’s much to talk about.