Filed under: Actionable Insights, Web Analytics | Tags: Actionable Insights, Conversions, Multi-Channel Analytics
If you’re a web analyst, one of the toughest parts is knowing what questions to ask.
Multi-Channel Metrics just released a wizard that will allow you to ask the right questions as an analyst if you are suffering from a drop in conversions.
What is covered in this wizard today?
It only addresses the situation where there has been a drop in the number of conversions on the site.
You, as the web analyst, have been tasked with identifying the cause of the drop in order to remedy the situation.
The multi-step wizard will guide you through investigating whether the problem is in various details of your acquisition tactics (PPC, direct traffic, etc.).
If the problem isn’t acquisition related the wizard will also guide you to investigate your conversion process and check on external effects such as competitors or seasonality.
Filed under: Web Analytics | Tags: Actionable Insights, Google Analytics, Google Intelligence
Google is working on a Google Analytics tool that would allow users to view on the dashboard the most important data first — not the top 10 keywords or pages on a Web site by column, but statistical data and conversational information alerting them to dropping conversions or declining sales.
The tool may highlight the information needed to improve conversions, rather than serve up all the raw data that cloud decisions. Today, the Google Analytics dashboard presents all the data in columns. In the future, the tools could suggest the most important data that requires attention. “It might alert the user when conversion rates in the United Kingdom decline,” says Avinash Kaushik, Google analytics evangelist.
More: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=114345
Filed under: Datarati, Web Analytics | Tags: Google Analytics, Actionable Insights
A first step toward actionable insights! Yay Google! YAY!
Part of running a good experiment is documenting what you are testing and the results. Google released a new feature today called experiment notes, which helps you include documentation as part of your testing. For any of your experiments you can now add your own annotations.
What you put in your note depends on what stage your experiment is in. If you’re still designing your experiment you might include your testing hypothesis or some variations you’re considering. As your experiment is running, you might include any external factors that might have an impact on your conversion rate. And as your experiment concludes you might include some thoughts on why variations performed as they did.
Filed under: Datarati | Tags: Datarati, The Datarati, Linkedin, Actionable Insights, Online Advertising
In late 2008, I coined the term ‘Datarati’. The datarati refers to a new generation of data gurus who have emerged on the online advertising scene.
The datarati are responsible for using data to optimise the campaign performance of the world’s largest brand owners. The datarati provide actionable insights including media-channel agnostic recommendations which are informed by data and supported by technology.
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