Analytics

This article, written by Neil Mason, was originally published on Clickz.com on 09/10/09 and is republished here with permission.

 In the UK, Econsultancy has released their latest overview of the Web Analytics market and there are some interesting findings and trends that I’m sure are being replicated in other parts of the world. It also highlights though that in some areas that there is still a lot of progress to be made. Read more about: Web analytics, could do better

This article, written by Neil Mason, was originally published on Clickz.com on 24/09/09 and is republished here with permission.

In the course of our work we see many implementations of many different web analytics systems. However, despite the fact that most companies now have an analytics system or indeed are on their third or fourth different technology I remain surprised sometimes by the poor quality of the data that are being reported from these systems. If you are only using the system to report very top line numbers then it’s easier not to worry too much about the quality of the data as it’s hidden from view. Read more about: Your web analytics checklist

 This article, written by Neil Mason, was originally published on Clickz.com and is republished here with permission.

I’m increasingly convinced that the issues that most businesses face around the successful deployment of analytics in their business are not to do with their technologies but to do with their businesses processes. That view was reinforced this week when I was running a workshop with a group of students studying on a Masters Programme in Internet Retailing. Read more about: Building analytics into your business processes

This article, written by Neil Mason, was originally published on Clickz.com and is republished here with permission.

It’s often interesting how businesses can be lulled into a false sense of security by looking at superficial “topline” numbers without investigating what is really going on at a more granular level. I think this is often the case in online channels where there is some element of registration or subscription involved. A story from a business I worked at makes my point. Read more about: Pareto was right

This article, written by Neil Mason, was originally published on Clickz.com and is republished here with permission.

Despite the tough trading conditions a trend that I have observed here in the UK and I expect, is that organisations are continuing to build out their web analytics capabilities and grow their teams. A number of clients I work with are looking to bring on new people and the job market for web analysts remains reasonable healthy. In some cases this means that companies are looking to appoint their first person into a new role, but increasingly some organisations are looking to to expand the team to 2, 3 or more people. Read more about: Building out a web analytics team

This article, written by Neil Mason, was originally published on Clickz.com and is republished here with permission. 

The past few weeks I have been looking at the need for organisations to focus more heavily on the user experience and to more rigouroulsy understand what their customers want online and how best to deliver that to them. Good customer insight is core to that process and insight comes from a range of systems, methodologies and techniques. Last time  I looked at the use of quantitative approaches to customer insight and this week I want to look at some of the more qualitative approaches. Read more about: Recognise Customers as Individuals, Part 3

This article, written by Neil Mason, was originally published on Clickz.com and is republished here with permission.
In my last column I discussed the need for organisations to develop a more customer centric approach to the development of their online channel and outlined a simple framework to help organizations improve the quality of the customer experience. Underpinning this framework is the need for a range of quantitative and qualitative measurement and analytical techniques as customer insight is a key component of delivering improved customer experiences. This time I’ll be taking a brief look at some of the tools in the customer experience toolkit. Read more about: Recognise Customers as Individuals, Part 2

This article, written by Neil Mason, was originally published on Clickz.com and is republished here with permission.

Over the past few weeks I’ve been exploring the use and applications of maturity models to help organisations understand where they are in their analytical capabilities and developing strategies and roadmaps for moving forward. In my own simple maturity model the third stage is customer centricity where the organisation moves from a focus on the site to a focus on the customer. It’s a move from process optimisation to customer optimisation. But why is customer centricity important, what does it means from an analytics perspective and what are the challenges involved? Read more about: “I’m not a number!” The road to customer centricity Part 1