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.

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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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How To Suck At Social Media: An Indispensable Guide For Businesses

Facebook, at last count, has 1.5 billion monthly active users.

YouTube has 1.2 billion users (watching 6 billion hours of videos!). Instagram has an estimated 400 million users.

Those are some big gigantic numbers!

[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]

I believe that every human with time to spare, and a connection to the web, should be on social media. The benefits are numerous. Facebook allows you to stay close to people you choose to. YouTube has democratized entertainment and education. Instagram allows you to express your creativity, and soak up…

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