Excellent Analytics Tip #23: Align Hits, Sessions, Metrics, Dimensions!

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Web Analytics tools have become pretty feature rich, and the future promises to bring even more goodies (Universal Analytics anyone?). But these features bring with them new problems that we hadn't imagined before. Mostly because the limitations in the tools meant we were unable to make these mistakes. Today's post is about a new problem I'm starting to notice, which only exists because our tools have become so much cooler and handed us so much power: constant mismatching of hit- and session-level metrics and dimensions. This particular problem exists primarily because Analytics allows us to create custom reports. In some scenarios you also bump into it when you do advanced…

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Excellent Analytics Tip #22: Calculate Return On Analytics Investment!

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Analysts: Put up or shut up time!

This blog is centered around creating incredible digital experiences powered by qualitative and quantitative data insights. Every post is about unleashing the power of digital analytics (the potent combination of data, systems, software and people). But we've never stopped to consider this question:

What is the return on investment (ROI) of digital analytics? What is the incremental revenue impact on the company's bottom-line for the investment in data, systems and people?

Isn't it amazing? We've not pointed the sexy arrow of accountability on ourselves!

Let's fix that in this post. Let's calculate the ROI of digital analytics. Let's show, with real numbers (!)…

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