Web Analytics

This article, written by Neil Mason, was originally published on Clickz.com on 27/08/10 and is republished here with permission.

Despite all the known issues and problems with the way we measure the effectiveness of acquisition marketing activity such as the use last-click attribution models, I often wonder whether we’re measuring the right thing at all. By that I mean the point at which we define “acquisition” and therefore the point at which we determine the return on investment (ROI) of our marketing budget. Read more…

This article, written by Neil Mason, was originally published on Clickz.com on 13/08/10 and is republished here with permission.

I don’t know whether the number is right or not but a while back I heard that sophisticated marketing companies such as the world’s leading brands spent about 10% of their marketing budget on research and measurement. Irrespective whether the number is accurate or not, it’s a good benchmark I think – 10% feels about right. Read more…

This article, written by Neil Mason, was originally published on Clickz.com on 16/07/10 and is republished here with permission.

As web reporting and analytics gets more mature as a technique and as an industry, I sometimes now hear comments from organisations along the lines of “We’ve finished our web analytics implementation now and we’re on to the next project”. It’s as if the implementation of web analytics in a business is seen as an event rather than as a process. Whilst the introduction or the upgrading of a web analytics system can be seen as a project, the adoption and the ongoing use of web analytics data in an organisation is something that requires ongoing management and maintenance. Read more…

Netimperative: Top tips- 4 ways to improve website performance with web analytics
By Craig Whiston, Coremetrics, June 30, 2010

Even the very largest gaming businesses online today may be playing a weakened hand when it comes to delivering a truly efficient web analytics strategy.

Over the last year I’ve spoken to numerous companies who, although generally data rich about how their customers bet and how they acquire those customers, often have little visibility of what those people are actually doing on the site. Without ignoring the value of customer data, they have still forgotten to focus and invest in key areas of their customers’ behaviour and lifecycle – missing out on valuable analytics. Read more…

This article, written by Neil Mason, was originally published on Clickz.com on 18/06/10 and is republished here with permission.

Having looked at some of the fundamentals around web analytics metrics over the past few weeks, this time I turn my attention to survey based data and metrics. Over the past couple of years there has been a growth in the number of organisations that are running on-site survey based voice of the customer programmes. These might range from simple “do it yourself” approaches using free or low cost survey software, to a packaged tool like 4Q or more sophisticated programmes like ForSee Results or iPercpetions. As with all things, you pay your money and you make your choices. Read more…

Catriona Campbell will be speaking at the annual Charities IT Conference with  media celebrity Jackie Brambles. A number of Foviance’s charity clients attended last year and we look forward to seeing them again this year.

Catriona’s session will include:

Web Development & Content Management

Getting your website strategy right
- Optimising your website for maximum interactivity and usability
- Integrating your website and supporter database
- Engaging and embedding a new kind of giving and sharing culture for future generations
- Utilising video resources for an effective call for action

Catriona Campbell – Usability Expert
FOVIANCE

Jackie Brambles – Media & video expert
BROADSTANCE MEDIA

This article, written by Neil Mason, was originally published on Clickz.com on 04/06/10 and is republished here with permission.

In this short series of columns I’m going back to basics of some of the metrics that we typically use in our web analytics tool and highlighting some of the things we need to take on board when we use these metrics to measure online marketing performance. In some cases the issues are about the way that the metrics are constructed in other cases it’s about the way that we interpret them. Read more…