Posts Tagged ‘web analytics’
Click here to download the ebook!
Tips! Getting customers through your website’s metaphorical doors is a tough mission! But keeping those visitors engaged once they’re on your site is an even tougher challenge. How do you leap these hurdles and create a site that customers both enjoy visiting and want to keep coming back to? This is a question all marketers and web analysts would LOVE to know the answer to. Unfortunately, it isn’t something that is easily determined with a one-size-fits-all answer.
So how do you measure your visitors’ engagement?
Ready for blast off?
Download our new eBook “Tracking Product Journey from Carting to Purchasing – 15 Secrets To Perfecting Your Online Store!” to learn about:
- The top engagement metrics for each step of the purchasing cycle:
- Viewing to Carting
- Carting to Buying
- Buying to Buying More
- How to architect and implement a measurement solution using Google Analytics as a measurement platform.
- How to analyze the data collected for the different users’ segments.
- This eBook also can be used as an unofficial guide to a best practice implementation of Google’s Universal Analytics.
Don’t forget to read through to the end — I’ve included few take home action items
I hope you will enjoy this book as much I did putting it together. Alright my fellow data ninjas, let’s have some fun!
When Google Analytics makes changes to their platform, it’s usually a good thing, and helps users navigate through the dashboard easier, offers a more powerful data experience and overall is seen as beneficial to the user.
Google Analytics did just that this time around, as they rolled out some improved features earlier this month. We at E-Nor dove right into the changes and have been loving them.
There was a blog post on the Google Analytics blog as well as a great one by onlinemarketinginstitute.com, but a lot of our clients are still unaware of the spiffy new changes, so we wanted to pass the information along!
Check it out:
The first change you notice when logged into Google Analytics is there are less tabs at the top of the screen. Just the simple Reporting, Customization, Admin and Help tabs are now available here. This area had been freshened up a bit, and some of the reports here have been moved to the left sidebar. We’ve noticed this definitely makes more sense, and offers up a more unified placement for the tools. Plus, the top orange navigation bar floats as the user scrolls down the page. Pretty cool!
Create Your Own Custom Dashboard
We all have our own preferences, right? So too is the case when working with Google Analytics, and the gurus at Google have figured that out! The platform now offers new enhanced personalized dashboards. Users can choose from a variety of layouts, giving them a handful of options available. This feature expands the way the dashboard is laid out, and how users can see their data.
1. Advanced Segments
Anyone who works regularly in Google Analytic is aware of the Advanced Segments feature. Well, thanks to this most recent round of changes, this tool has been added to the dashboard. (Yay!) Users can find this button in the upper left section of the dashboard near the Audience Overview header.
2. New Widgets
The Geo Maps and Bars widgets are both new additions to the Google Analytics dashboards. You will also find the Geo Maps have been added for custom reports. These are available on the improved dashboard, and provide yet another set of data gathering tools that help users. The Geo Maps widget allows users to color code data by country, state and so on. The Bars widget give more advanced graphic data abilities.
Examples of Widgets
So if you haven’t already noticed the improvements to the Google Analytics interface, now is a good time to jump in and check them out.
We at E-Nor have found these new and/or revised features and tools highly beneficial, and love the fact that they allow us to continue to provide top-notch analytic services to our clients. We hope you enjoy the changes too!
Do You See What I See?
As an analytics consultant, it’s important – strike that – mission critical, to make sure you understand how your customer uses data. Sometimes we have a tendency to assume our clients look at and interpret data the same way we do. Nothing could be further from the truth. All customers look at data differently, and uncover insights that we might consider surprising or unexpected. We owe it to our customers to ask the right questions and best understand not only what’s being measured and reported on, but how that data is being consumed and interpreted.
reCAPTCHA = evil
A recent experience highlighted the importance of understanding how a customer looks at data.
I received a request from a customer asking me to QA some Google Analytics tracking code that had been deployed to a page. In order to test this scenario, I needed to go to the page, fill out a form and submit. If all went well in my testing, I would see a hit sent to Google Analytics via my HTTP header monitoring tool.
Seems straightforward and easy enough right? Sure… except that I wasn’t able to submit the form. Huh??? Yeah you read that right – I wasn’t able to complete and submit the form. Not once, not twice, but 30 times I tried and failed! What in the darkest depths of Middle Earth (Yes, I loved The Hobbit, and watched it recently, as you might guess), would cause this issue, you ask? The culprit was that most dreaded of all online phenomena – the reCAPTCHA!
First, let me state my complete and utter disdain for reCAPTCHA. I hate it, and consider it amongst the darkest of evils on this planet. Why do I hate reCAPTCHA so much? That’s easy I certainly understand the benefits gained by reCAPTCHA. It blocks spam form submissions and only allows legitimate human submissions. Yadda yadda yadda I’ve heard it all. Still hate it! Some of those alphanumeric combinations are so out of this world that no human could ever read them.
reCAPTCHA is a marketer’s worst nightmare. Web forms are sort of like Cookie Monster “More cookies…more cookies!”. All they want is for users to fill them out. Cookie Monster is cute, and simply wants more cookies. Sure, he leaves a mess of crumbs behind, but I’ve never heard him complain about the quality of the cookies he consumes.
reCAPTCHA takes an innocent, unassuming, cute and cuddly puppet like Cookie Monster and turns him into…the Soup Nazi! For those of you who didn’t catch the reference, or were deprived of the wonders of Seinfeld, check out this link to learn more. The Soup Nazi makes you stand in line (quietly), and only gives you a very measured amount of soup. Don’t you dare look at him the wrong way, or “No Soup for you” will echo in your ear drums. The mere presence of the Soup Nazi strikes fear into the hearts of the most brave of people, and renders them the likeness of jello – jittery and paranoid. reCAPTCHA has the same impact on web forms by making conversion significantly more complicated, and frustrating the user beyond compare.
reCAPTCHA sits at the forefront of the classic battle between IT and Marketing. Both sides have valid arguments as to it’s usefulness, and as much as I dislike it, reCAPTCHA obviously does filter out spam. At what cost though? Are legitimate customers jumping ship out of sheer frustration? Let’s see what the data has to say…
Data’s Turn to Talk
When I was unable to complete the form, I started thinking how this must be affecting other users. Surely, this must be giving other users the same headache it gave me. Luckily we were tracking all sorts of details about the form, so the answer was in the data. Time to dive in
In this type of analysis, it would be good to look at:
- Percentage of users running into reCAPTCHA errors
- How many users are receiving multiple reCAPTCHA errors?
Here’s what I found: (all data referenced below is for a period of one month)
|# of times the form was viewed:
|# of times the form was submitted:
|Unique # of times a recaptcha error occurred:
|# of times multiple recaptcha’s were encountered:
What stands out from looking at the data above?
1. There were more reCAPTCHA errors (270,969) than submissions (241,803)!!! That means the problem is very widespread, and means that a majority of people are running into this problem. In fact many are hitting multiple reCAPTCHA errors.
2. 76% of form submissions resulted in reCAPTCHA errors!!! This was nothing short of shocking for me. 76%??? That’s insanely high! I happily wrote an email to my customer, full of excitement at what I’d found. I received a prompt reply thanking me for the analysis. The marketing team was also flabbergasted by these results and understandably wanted the reCAPTCHA removed.
Wait…A Different Perspective?
A few days later I received a call from an IT manager in the same organization. First he asked to verify how I had come up with this data. Upon confirming its validity, he also thanked me and said this data was immensely useful for them. He then went on to point out that their reCAPTCHA error rates are inline with industry standards and he wanted to make this a monthly report that he could trend with the intent of making sure the rate isn’t going down. Not going down??? What? You see he was in IT, and his focus was to make sure the reCAPTCHA was doing what it’s designed to do. The harder it is to read those ridiculous patterns, the more effectively it must be working. I thought they would be motivated to remove the reCAPTCHA, and instead they want to make it harder!!!
Always understand how your client will use data. It’s of critical importance and helps you provide meaningful insight, and ensure that data is actually being used to impact the business.
Thoughts, comments? I’d love to hear your perspective!
Introducing Google Big Query
With Google BigQuery publicly available, all businesses can combine large data sets with amazing speed and do analytics in the cloud.
What Kinds of Questions Can You Answer With Google BigQuery?
Let’s say you are the marketing manager of a large B2C business that is driving traffic to your site through many channels including paid search, affiliates, email, and some offline campaigns as well. You really want to tie the campaign cost data all the way to your qualified leads, opportunities, and sales data, which typically resides in a CRM system, such as SalesForce, SugarCRM, or the like.
But why stop there? You also want to throw in your web analytics data and get engagement metrics in the mix. Last but not least, you’ve done your homework and implemented an integration strategy to tie all this data together (e.g. using a primary key).
You want to produce a very actionable report that shows:
- Campaign cost data
- Web analytics data
- CRM data
- A super actionable metric cost per qualified lead, broken down by campaign!
In the above report, the cost per qualified lead for the Software Demo campaign in Google Adwords was just a little bit over $30, and you can start trending and optimizing accordingly. Run experiments and gather user feedback to bring that cost down!
Other Useful Features
- Metrics like cost per qualified lead can be recalculated with amazing speed as often as the data is refreshed.
- Results like this can be saved as a table, allowing you to build up layers of useful reports and then combine them to build even more useful reports.
- Reports can be downloaded in CSV format for integration with Excel, PowerPoint, or whatever presentation and integration tools your business might use.
- Unsampled reports from large data sets in Google Analytics Premium are the perfect kind of data set to upload to Google BigQuery.
Technical Details about Google BigQuery
- Google BigQuery is a tool which allows businesses to gain insights from large data sets without any initial hardware purchases or software investments.
- The BigQuery service is an online analytical processing (OLAP) system designed for terabyte-scale datasets.
- The service supports SQL-like queries against those massive datasets.
- BigQuery is surprisingly developer friendly, as it supports the straight forward REST (REpresentational State Transfer) Web service for pushing data to Google’s cloud and then querying it.
- Google BigQuery can be accessed through a web tool or programmatically through the REST interface.
- The web tool might be useful in visually identifying relationship and building queries, while the REST interface lets your developers get at the data in the most efficient way.
What Are the Possibilities?
Contact E-Nor for more information on how we can help you leverage Google BigQuery to answer business questions and improve your bottom line.
Today we are happy to announce Manhattan based Imerex is now a division of E-Nor, further expanding E-Nor’s services into the East Coast and Eastern Canada. Our combined teams offer comprehensive digital expertise in Web Analytics, Digital Marketing Optimization and Search Engine Marketing. We have partnered together for many years and welcome this growth and expansion.
Feras commented, “We have seen real growth in the digital analytics field and a surging demand for web analytics that integrate marketing channels into one place. As analytics experts, we’ve shown our clients how insightful and powerful actionable data can be. Once they have that visibility, the next logical step for them is to ask how they can improve their marketing efforts. Having Imerex as part of our company allows us to provide key strategic and executional expertise on the marketing side which, when combined with our advanced analytics consulting and implementation, can make the most of our client’s marketing dollars.”
We are very excited about this expansion and enhancing our capabilities to better support the growing analytics needs .
Some of the world’s most recognized brands in the San Francisco Bay Area and throughout North American have relied on E-Nor’s team and analytics framework to deliver results and actionable insights to positively impact the business. With offices in the heart of Silicon Valley, Southern California, Alberta, Canada, and now New York, we are well-positioned to service organizations aspiring to be more data-driven, as well as Google Analytics Premium clients looking for our elite support, deeper analysis and more analytics horsepower.
Stay tuned for more exciting news!!!
Today is the second last day to buy Urchin Software. Google will stop issuing licenses tomorrow, Wednesday March 28, 2012, at noon PST.
Reasons to buy Urchin 7:
- Great complement to Google Analytics and other web analytics tools.
- Loved by IT teams for its easy configuration and by marketers for its useful reports.
- Works with intranets and sites that cannot send visitor data outside the company.
- Allows for tracking of individual visitors.
- With the ability to export data by CSV, you can combine visitor data from Urchin with other tools like Salesforce and ecommerce systems to look at the big picture.
- Scales well with computer system power.
We will continue to support our Urchin clients with training, reporting, and analysis. If you have a previous version of Urchin, you can upgrade to Urchin 7 with credit for any amount you have already paid.
If you have any questions, now is the time to ask. Send us a message or give us a call at (866) 638-7367. Get your copy of Urchin software before time runs out!
Do you know that about half of all American adults say they are somewhat likely to make a New Year’s resolution? It goes without saying that most New Year’s resolutions are easier said than done, but we amazingly commit every year to sit and write these resolutions with the hope to change ourselves to be better individuals.
It is amazing to see that every year my gym gets over packed with people whose New Year’s resolutions are to get in shape and lose weight. Unfortunately, most of these people will disappear by the end of January and we might see them back in the year after.
To avoid such quick and unhappy ending for our Web Analytics next New Year’s resolutions, I would like to share with you few tips to help you reach most of your planned goals. Yes, some of these tips are very obvious, but we can all use a reminder from time to time.
1. Set meaningful goals for what you love to do the most.
This is the first ingredient to success; you must love what you do and what you want to be. It is true that no one was born as a Web Analytics ninja, but also not everyone was born with the ability to work with data. So if you are one of those people who don’t enjoy data, then maybe it is time to use this New Year’s resolution to reevaluate your career path and consider discovering other options that you like.
Same logic should be applied to which branch of Web Analytics you want to invest in more. Choose the concentration that you really enjoy and desire to continue advancing in, not something that your employer or the industry says is good for you. If you don’t have strong internal motivation within yourself about what you are doing, you won’t be successful.
2. Take baby steps.
Last year, my wife decided to run a 10K race. She was totally out of shape and could barely run for 5 minutes straight. She divided her ultimate goal into smaller challenges, but achievable goals guided by a running program called “Couch to 5k in 9 Weeks.” In a few months she successfully participated in a number of 10K run fundraisers!
Mastering Web Analytics is no less challenging than the 10K race. Whether you are an Analytics guru or a beginner, in order to advance your knowledge and experience in Analytics, you should set realistic goals and then take small steps that are likely to be met with success.
3. Don’t keep your resolutions to yourself.
I learned this technique from the SEO guru, Matt Cutts, of Google who always shares his 30-days challenges with his social friends and blog readers.
While I didn’t talk to Matt about his motive in sharing his monthly challenges and whether the sharing is helping him in achieving these challenges. For me though, I find myself more responsible in fulfilling my personal commitments when they are made public, especially when one or two friends show interest and decide to commit to the same resolution.
I strongly believe that resolutions are best made with groups. Friends and colleagues can gently push you in the right direction when you lose direction and motivate you when you slow down. So for next year’s Analytics resolutions, if you can find a friend or a group of friends who commit to the same New Year’s resolution together, then I guarantee you a better chance of achieving your goals [as known in analytics as “higher conversion rate” and “lower bounce rate”]. You will be more accountable to each other and give a hand to each other when things gets tough.
4. Get good mentors.
It is part of the human nature to imitate those around us. So as we are working on our next year’s resolutions, we need to make sure that we surround ourselves more often with people who carry common interests and similar career objectives and who offer us sincere advice, listen to our ideas and fears, and tell us when we have gone off track.
Analytics conferences offer good opportunity to hunt for good mentors and to connect with new Analytics friends. Although these conferences are a bit expensive, many of them offer a Social Networking pass or Exhibit Hall only pass at a good discounted price, so don’t miss these opportunities. Another good social event that no Web Analyst should miss is the Web Analytics Wednesday, which take place in many cities all over the world.
5. Fine-tune your spirituality.
It is important to add a spiritual dimension to your goals. For example, if one of your goals is to get certified in Google Analytics, you may also resolve to use that knowledge to serve your community through offering free internet marketing consulting to your favorite charity organization or government/education institutions.
There it is, folks…
I think I’m ready for a good start! Good luck in your resolutions and feel free to share them with us if you think that will help in implementing them
Today we announced our fifth strategic agreement with Google, enhancing E-Nor’s enterprise service offerings to include Google Analytics Premium. This is exciting news we wanted to share with you.
Google Analytics Premium, a paid analytics offering, contains more processing power, advanced analysis tools, and dedicated support. This new offering is a welcome addition to the already awesome features available in the Google Analytics Standard Edition – awesome just got super awesome!
Both Premium and Standard Editions of Google Analytics will receive many great feature enhancements going forward, with many coming out in the near future. E-Nor can help determine which edition is right for you and how to implement the best option for your organization.
We have supported many of Silicon Valley’s Fortune 500 companies realize tangible business results by leveraging E-Nor’s Digital Marketing Optimization Framework to drive analytics strategic planning, solution integration, advanced analytics implementations, and knowledge transfer. We look forward to working with you!
Join us for a Google Analytics Premium Webinar to learn more:
Tuesday, December 6, 2011
10:00 AM – 11:00 AM PST
Visit Google Analytics Premium or call E-Nor at 1.866.638.7367.
Today, Google Analytics announced the launch of Premium, a paid product that is specifically targeting organizations that have huge amounts of data or require a service level agreement. The first question most of you have is what does this mean in relation to the free version? Google has made it very clear that you shouldn’t be worried. They are committed more than ever to the free/standard version.
Google Analytics has spent a huge amount of time developing out the new interface and adding many new features to it. In the last 3 months alone, we have seen social media tracking and multi-channel funnels added. I am confident that in the coming months many new impressive features will be coming.
What is Google Analytics Premium
Google Analytics Premium looks and feels like Google Analytics Standard Edition, the interface we are all familiar with. It includes more processing power, advanced analysis, and dedicated support. Below is the list of differences that will only be in Premium
- Guaranteed processing for up to 1 billion hits per month
- Faster, intra-day processing for up to 1 billion hits per month
- Service Level Agreement around data collection, reporting, and processing
- 99.9% on Collection up-time
- 99% on Reporting up-time
- 98% on on-time Data Freshness (within 4 hours)
Advanced Analysis Tools
- Up to 50 Custom Variable slots
- Unsampled report downloads for custom report requests
- Unaggregated report downloads for large report requests (up to 1 million rows per download)
- Dedicated Account Management
- Phone & Email support 10 hours per day, 5 days per week
- Implementation Consultation & Tagging Audit
- 24/7 Product Emergency Escalation Support, if the product is ever outside of the SLA
As mentioned before Google designed Premium to look and feel very much like the Standard Edition. There are slight differences in each though. There will be unsampled downloads available for all reports and custom reports. Also, you will notice that reports load faster, and that data is available much sooner.
I strongly feel that this is a very strong edition to the Google Analytics offerings. It is targeted at a very specific audience, who has very complex needs and require high levels of customization. For, the average Google Analytics user, they will never require these features. For those that have large data sets and much higher levels of needs, many of their needs can now be met. If you have any questions about Google Analytics Premium or Google Analytics in general, I encourage you to contact me or leave a comment.