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Inventing a Profession

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Inventing a Profession How often do you get the chance to invent a profession? To define The Job? To map out a new career? To identify what somebody in a new occupation does for a living. Here's your chance. We have two ways for you to help shape the future. Serve on our Self-Assessment Task Force or take part in the Job Description Task Force . The DAA just spent the past year identifying the knowledge and skills needed to perform specific tasks at three different levels of employment as a "Digital Analyst". Digital Analyst - You know: the webmaster who discovered log files, became a web analyst, and was then handed the...
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DAA is pleased to announce two new volunteer opportunities related to the Competency Development Project. Self-Assessment Project : Beginning this month, DAA will form a new project task force charged with guiding the development of the Digital Analytics Self-Assessment. This online tool will help digital analysts explore career roles they desire, discover the skills necessary to function effectively in each role, and identify the resources available to build those skills. The task force will be comprised of 5 - 6 members with experience across the profession. The task force will focus on review of and recommendations for the...
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Employers and employees deserve better. Every year, we see the same headlines touting the results of the latest studies on the American workplace and the mindset of the American worker. And every year, we hear the same things: average American employees are not satisfied, and it’s primarily due to their boss. But is there more to it than just that? Business success is often predicated on how well employers understand and react to their employees’ needs. Employees have a choice after all, and they will ultimately vote with their feet. If they are satisfied and engaged, they are more likely to stay. Conversely, if they’re not satisfied and engaged, why would...
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Multidisciplinary, cross-organizational , analytic, and creative—testing, it could be said, is far from child’s play. Yet there’s something every toddler does that could help solve some of the biggest challenges testing programs face. When children reach the ages of two and three, they adopt a technique that helps them learn about the world and make connections between events—toddlers vigorously and persistently ask “why?” This behavior can be frustrating for parents driven to find an answer to an endless string of increasingly specific questions, but the process is actually really important—and not just for child development. In fact, a similar method...
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The cohort was the basic tactical unit of Roman Legions following the reforms of Gaius Marius in 107 BC. Initially a Roman legion consisted of ten cohorts, each consisting of 480 men. Today we use the term cohort to distinguish between groups of consumers to help us make them spend more money on things they probably don’t need. Progress? I guess I’d rather live in a world where we try and get people to spend more money on shoes, than die violently by taking a spear to my chest while fighting Carthaginians; but it’s close. And now Google Analytics has a fancy new Cohort Analysis Report that lets us analyze the death rates from the Second Punic War… Er…...
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In one of my recent Adobe SiteCatalyst (Analytics) “Top Gun” training classes , a student asked me the following question: When should you use a variable (i.e. eVar or sProp) vs. using SAINT Classifications? This is an interesting question that comes up often, so I thought I would share my thoughts on this and my rules of thumb on the topic. Background Information As a refresher, SiteCatalyst variables like eVars and sProps are used to store values that break down Success Events and Traffic Metrics respectively. For example, if you have a metric for onsite searches, you should be setting a Success Event and if you want to see that Success Event...
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Regardless of what type of website you manage, it is bound to have some sort of conversion funnel. If you are an online retailer, your funnel may consist of people looking at products, selecting products, and then buying products. If you are a B2B company, your funnel may be higher-level like acquisition, research, trial and then form completion. Many of my clients want to model their conversion funnels in Adobe Analytics (SiteCatalyst) so they can se where visitors fall, in what percentages and how these buckets change over time. Unfortunately, this isn’t one of Adobe Analytics’ strong suits. In this post, I will share why the out-of-box conversion funnels...
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The evolution of customer and employee expectations is impacting business results for all retailers in a big way. In my BIG !deas sessions at the National Retail Federation’s (NRF) Big Show , I discussed how employee engagement influences the customer experience and how that experience drives business results. My presentation focused on new research that pairs the results of the retail chain store portion of the Answers™ Experience Index (AXI): 2014 U.S. Retail Edition with employee engagement data from those same stores (collected as part of our research for The Answers™ American Employee Study ) and quantitatively validates the causal relationship...
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In October 2014, Simo Ahava from Netbooster Finland wrote an excellent blog post entitled " #GTMtips: Once UserID, Always userID " about the use of Google Universal Analytics' UserID across sessions: http://www.simoahava.com/gtm-tips/once-userid-always-userid The same day, Peter O'Neill from L3Analytics in the UK bounced on the article and started a Twitter conversation ( @peter_oneill ) about whether a visitor should continue to be identified and measured after having expressly logged-out from a website section or application. At the end of October, during eMetrics London, and following my session " From Über Creepy to over Compliant " as well as...
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Successful businesses are driven by growth in revenue and, ultimately, profits. This is the case across industries and regardless of the size of the business. And as a result, most companies focus on year-end revenue goals, based on a desired growth rate. Translating this goal into daily action—in a way that is meaningful across business units and positions—is challenging. The tendency is to take note of the ultimate goal at a yearly review, then return to a lengthy list of tasks already in process. To bridge this divide, secondary business goals must be established—and these goals must be connected to metrics that are meaningful and, more importantly,...
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Today's digital strategy demands solutions to solve brand advocacy problems and not only to sell product. Selling product or service is the main aim of any business, so why am I saying this? See if your agency is simply promoting contests and giving RM50 or RM100 to participants in hopes of gaining a winner then it cheapens your brand like a "made in china" item - there's no brand value, just a cheap mass-produced product. Give your consumers confidence in your product and reward them with rich experiences that will change whole paradigm. Confidence in using your product means they are more likely to advocate it, the same way a brand manager would...
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When you look at the evolution of digital measurement in the enterprise and study organizations that have achieved a significant degree of maturity, you’ll notice that they come in two distinct flavors: the analytic and the informational. Analytic organizations have strong teams studying the data and driving testing, personalization and customer lifecycle strategies. Informational organizations have widespread, engaged usage of data across the organization with key stakeholders absorbing and using data intelligently to make decisions. It’s not impossible for an enterprise to be both analytic and informational, but the two aren’t necessarily related either....
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Introduction “Wouldn’t it be wonderful, if someone could quickly provide their web analytics account credentials through a web interface and in no time know which Top 3 Landing Pages need immediate attention.”?” This was the inception of the idea from where we began, a quick and elegant data driven technique to assist Web analysts pondering over Website optimization. This formed the crux of the problem which the data science team here at Nabler realized could be very well optimized when converted to a machine learning exercise. The Concept The immediate models that hit the drawing board were classification models, since the...
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Everyone in digital advertising space talks about SEO, although they also do google for example "landing page optimization", people query about it approximately 17k times per month in malaysia but mostly failed to get the right answer. I have also searched a lot on this topic. Honestly speaking, I have read more than 10,000 articles, only then, I understood and applied my findings to get my desired behaviour. I am trying to share my experience about " How to optimize your website to get top search result in Google? " Firstly, consider the following points: Don't think to optimize for few trophy keywords Optimize...
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The world of marketing is changing. On one hand, there is tension between the demand for financial transparency and accountability. On the other hand, there are more complex demands, from multi-screens to social media blogs, powering customers in an increasingly digital world. This means there's a growing need for Return On Advertising Spend (ROAS) in real time, so that synergy between ROAS and Real Time Engagement (RTE) will complement each other. To understand more you have to analyse the performance of each network with a blending of two different marketing models: complete effect model and instant effect model. Complete effect model: Objectives...
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After reading the book, Web Analytics Action Hero , I decided to create a summary mashup of some of the approaches and information presented in the book. The book discusses applying the scientific method to web analytics in an efficient and systematic way the author calls the HEROIC approach. The author claims that this will help you answer important questions such as What, Why, and So What of an analysis. I put the below visual together to coalesce the information found in the book, and I use it a s a reminder of important steps I'll likely have to go through when taking on a new website optimization project. Kevin Kauzlaric is a...
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Marketing tools are rapidly evolving and marketers are spending more money on technology than ever before. But 1 in 2 marketers report that fragmented technologies impede their ability to create a consistent experience for consumers across the web, mobile and other channels, according to a survey released today by Signal, a global leader in real-time, cross-channel technology. The first global study of its kind, Signal’s Cross-Channel Marketing and Technology Survey found that marketers clearly recognize the importance of integrating the data-driven tools they utilize for email, ad-serving, search marketing, data collection, attribution, CRM and more....
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Here’s the thing about data. You can shape it into anything. The great sin, of course, is to shape the data into nothing, to gather up the disparate numbers and pile them onto a page. “Here,” you say as you brush the serif edges from your hands and let them all tumble together. “Have some data.” So you don’t do that. You wave your hands and swirl the data around into meaningful shapes and you create a story. And therein lies the thing. The rub. The conundrum. What story will you create? A true one, you say. Numbers don’t lie. Numbers are binary. Black and white. Concrete. Only you know none of those things are true. What you do know...
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The Google Analytics platform has been changing from a web analytics tool to a user-centric digital measurement tool (we’ve been calling it Universal Analytics ). This evolution includes a number of changes to the system and completely new features. But what can you do when you put all of these pieces together? I wanted to write a quick post about how a business could use the entire platform to better market to users on the web based on non-website activities. We’ll explore how to use offline and online data to create remarketing lists in Google Analytics. Before I start a hat-tip to my buddy Dan Stone – a product manager at Google Analytics...
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Note: This article was originally posted on the Marketing to Results blog. Recently I was reminded of an article from a little more than a year ago titled, “ 2013: The Year of Affiliate Attribution? ” It’s an interesting take and worthwhile read for those interested in affiliate marketing and the associated measurement challenges. Given that we are now midway into 2014, I thought it would be interesting to take a look at progress to date towards realizing a more holistic and accurate view of affiliate performance as part of a comprehensive cross-channel strategy. Most affiliate managers have a similar goal to manage the affiliate...
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