Hij gaat soms wat makkelijk voorbij aan problemen waar wij als normale stervelingen meet te maken hebben, maar dat mocht de pret niet drukken. De bijbehorende blogpost Multiplicity: Succeed Awesomely At Web Analytics 2.0! op zijn blog geeft een mooie samenvatting.
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Sorry for being off track but will you please explain or provide perfect link for configuring Google Analytics for various events and goals. Can we also set the Goals based on different keywords…may be for 500 keywords…or more and find better results.

Found you thru the graphic posted on Connie’s blog. I think it is brilliant how it breaks down the rings of analysis required to get to the true gold - consumer and competitive insight and understanding. I wonder if I might include your graphic on my own blog pose. (Our company - MotiveQuest - specialized in the two inner circles of social media analysis - but sadly not for free!)

Regards, TO’B
http://www.motivequest.com

The good news is that this is a manageable environment. Data quality, site quality and compliance are three pieces of the same puzzle, and must be treated that way, with an automated solution that frees the web analysts to have confidence in the data and the assumptions, conclusions and recommendations they make as a result.

If you haven’t seen it, take the time to read Avinash Kaushik’s blog post titled “Multiplicity - Succeed Awesomely at Web Analytics 2.0?.If you haven’t seen it, take the time to read Avinash Kaushik’s blog post titled “Multiplicity - Succeed Awesomely at Web Analytics 2.0″.
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The task is even more daunting as I work in the hotel industry, which has its own set of reporting on top of the web analytics programs we are using.

Another great post.

I agree with your comment about Maxamine. Finding broken links is just scratching the surface.

One thing to add, organizations do implement multiple tools for same purpose across various segments (say web analytics tools). The challenge is having a consolidated picture and keeping up with multiple technologies. Ofcourse, datawarehouse solutions help in that case - but for multi business segments and global companies, core integration of data is key. Not to mention the mess with 3rd party cookies and overstating the visitor counts.

Thanks again for the wonderful post and I look fwd. for the Web Monitoring tool post :–)

-Rahul

evan @ marketingalpha . com

I’d love to continue the conversation and learn your background. For me, this topic is an infatuation. For most others, it’s a minor piece of the pie!

A man who can build and explain a framework for an entire industry, with friends (Eric Peterson, et al) who can tell you how to put it into place where you work.

A super-nova of a guy able to resist the gravitational sucking action of lesser stars, with lesser thoughts, and remain high in the heavens to direct it all.

Okay, I’m out of adjectives at 4:35 in the AM. I love this guy and the way he thinks. Even if he didn’t share his chocolate orange with the rest of us.

Using Maxamine only to do scans to check for missing tags is like using a Jumbo Jet to drive around in downtown San Francisco (or Pittsburgh in your case). It can do that but it is built to do so much more.

Please note the features in my post that I value a lot more from Maxamine (compliance, security, seo, privacy, internal search blind spots, competitive reporting and on and on). I encourage you, as well as other readers, to call Maxamine and get them to do a free analysis for you.

[If you want to only scan for javascript tags then for Google Analytics everyone should use http://www.sitescanga.com, for everyone else I have recommended REL Software's Web Link Validator as a great option.]

Tim : The above comment should help you. Maxamine is not for bloggers or small business websites. It is a robust tool for enterprises. Well worth its cost.

IMPORTANT: I am not affiliated with Maxamine in any way and do not have any financial relationship with them. Though three years ago at a eMetrics summit they did give me a chocolate orange, it was yummy.

Pablo : Web Analytics 2.0 does not have to be expensive. In my Web Analytics 2.0 Video I show this slide:

Notice the free options available in each bucket.

The one issue you’ll have is in the competitive area because for South America that information is not easily available. But for others you can start, and get very far if not all the way, for free!

Check out the video, you can skip the first 9 mins.

-Avinash.

Thanks for clarifying. Attribution is certainly a key challenge with this methodology (as with any other method I am aware of).

That being said, I agree with Avinash’s point in the article. When analyzing a fast moving ecosystem like the internet, software standard releases will never be able to solve our problems “out of the box”. It needs smart analysts to dig deeper into the data and do the Data Warehouse download.

There key challenge I guess is that there is no “right” attribution. Multiple touch point may have contributed to the decision.

It would be interesting to do and analysis about the correlation between the number and quality of touch points and a decision to interact with your landing page or transact business with you. But then again there are privacy issues involved. I am sure you have spent much more time on this than me, I would be happy to learn more about your thinking.

Very true, but what you don’t know is whether those metrics you’re trying to a banner, search, email, affiliate, etc. is truly related to that tracking code! Omniture has 4 attribution techniques: first, last, equally, evenly. In each of these scenarios, users who enter your site through multiple marketing “touches”, e.g. multi-searches, search+email, etc., all credit for on-site activity is attributed according to the rule of your prior choosing. But you never know that multi-touches occurred. Nowhere can that be seen (other than a data warehouse pull, which few people know how to execute well).

The truth is that there is a huge loss in what we don’t understand about the organism that is our site marketing. These attribution rules may have worked when search, email, and display were less prominent and there was less inter-activity between them, but if you’re anything like me, you see and click on banners, emails, search, flash games, facebook links, myspace pages, iframe’d content, parter channel sales, etc., all for the same brand. That’s the world we live in now.

One litmus test for how “off” your campaign tracking is would be to compare a pie chart of referral “instances” (in Omniture) with a pie chart of your campaign-driven visits/click-throughs. Although there are a billion flaws with this test, you’ll see that some of your marketing (probably search), is stealing visit/visitor/pv/transaction credit from your other media, if search is closer to the sale for your brand, based on your attribution rules.

It’s true that SiteScan doesn’t work behind firewalls, and sometimes, I need it desperately for the member part of the site. And there is probably a lot of other fancy stuff that Maximine does, and I may even use them on a member site. But it is a little like comparing Omniture to Google Analytics - sure, you get fancier stuff with Omniture, but wow, you really need to show your boss a benefits to price ratio, usually known as VALUE. (OK, you can convince me that I am wrong. You don’t have to be gentle.)

It’s kind of frustrating being here (in Chile) where everything related to “the web” is 5+ years delayed.

Thanks anyway, I’ll be constantly reading your posts.

Cheers!

Pablo
(sorry if my english is a little bad :-D)

AGILE Web Analytics? Interesting….

Cheers!
- Steve
(going for briefest comment award)