Rock Analytics More: Obsess About Goals And Goal Values!

If you don't have goals, you are not doing digital analytics. You are doing i am wasting earth's precious oxygenalytics.

Let's back up. Let me start with a story.

[Sidebar] I'm experimenting with sharing short stories via an insightful newsletter. I'd love for you to sign up: The Marketing Analytics Intersect. Thanks! [/Sidebar]

Now, let's get back to the story.

We were brain storming about the next cluster of coolness for Analytics, the conversation quickly went to what Analysts need to look at on a daily, weekly and monthly basis. I started to outline a simple framework that stated that no one should look at anything daily (that should all…

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Excellent Analytics Tip #27: Chase Smart Calculated Metrics!

For the last decade (#omg!), I've consistently complained about a fundamental flaw in Web Analytics tools: They incentivize one night stands, rather than engagements matching customer-intent.

This leads to owners of digital experiences (insanely) expecting all visitors to their websites to convert right away – anything less than that is a failure. Damn the intent the customer is expressing.

[Sidebar] I'm experimenting with sharing short stories via an insightful newsletter. I'd love for you to sign up: The Marketing Analytics Intersect. Thanks! [/Sidebar]

It also results in Marketers obsess about awful things like last-click conversions (die last-click attribution die!). They make silly user experience decisions (Searching for car insurance options?…

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