Websight Newsletter

 

Building a Mobile Attribution Framework Doesn’t have to be Scary

Mobile analytics can be tricky and after years of working with clients on their mobile framework, I've seen major advancements in the mobile analytics field. A solid, mobile attribution framework will help you gather mobile data to improve the user experience, generate personalized content and even build a retargeting program to improve conversion so I’m going to help you breakdown the approach logically so you can not only fully understand your mobile channel but also build your own mobile at...
By Bill Bruno
About the Author:

Bill Bruno is the CEO - North America, Ebiquity.

Making Sense of Big Data

Stratigent has been in the analytics industry for over 11.5 years.  During that time, we have seen many "buzzwords" become part of our everyday lingo.  "Web Analytics" quickly became "Digital Analytics" and is now commonly referred to as "Multi-Channel Analytics." We have also seen words such as "Engagement" and "Optimization" which, depending on your audience, can mean about one hundred different things.   I think we can all agree that the hottest topic in our industry...
By Bill Bruno
About the Author:

Bill Bruno is the CEO - North America, Ebiquity.

Potential Digital Failures – Cross-Domain Tracking

After attending a variety of conferences lately, it's refreshing to see the increasing amount of people talking about their successes/failures as they try to get more multi-channel in focus with their data. We all agree that not only is this where our industry is heading, but it's where we need to be as organizations if we want to continue to innovate for our customers. That being said, I think it's time to take a step back and shine the light on a common mistake happening in the digital channe...
By Bill Bruno
About the Author:

Bill Bruno is the CEO - North America, Ebiquity.

Testing & Optimization Part 1

This issue will begin a series of two articles taking an in-depth look at online testing and optimization. The second issue we will continue the discussion with a detailed examination of some of the underlying technologies that are required to implement a successful testing program. We will also address the intricacies of experimental design and assist in the identification of what variables to test. What is Testing & Optimization?  Scientifically and statistically rigorous tests desig...
By Bill Bruno
About the Author:

Bill Bruno is the CEO - North America, Ebiquity.

Free Your Mind: Email Analytics

Email Analytics Overview Tracking an email marketing campaign is one of the fundamental applications of web analytics; yet, many companies fail to fully utilize the techniques and data available. Effectively tracking email campaigns not only leads to improved future email campaigns but also a familiarity and understanding of a customer not achieved by any other means. As in any web analytics reporting, the available email tracking reports range from basic and rudimentary to rich and indispens...
By Bill Bruno
About the Author:

Bill Bruno is the CEO - North America, Ebiquity.

"Enterprise" vs "Best in Class" Analytics Program

I hope you are all enjoying summer and getting out of the office a bit. It's definitely refreshing to get some warm weather out here in Chicago. This month I wanted to cover the following:   How do you define an "Enterprise" or "Best in Class" analytics program?   I've been asked this question quite a few times in recent months, and I think this is a result of a common problem in our industry. We try to generalize and put everything in a nice, little box and it simpl...
By Bill Bruno
About the Author:

Bill Bruno is the CEO - North America, Ebiquity.

KPI Dashboard Best Practices

This month's newsletter is devoted to a topic that I think will increase in importance over the next few years, namely KPI dashboards and the best practices for their use. I am often asked "What is the best way to present or provide web analytics data to the enterprise?" Most often my response suggests the use of KPI dashboards; however, it is important to note that the most effective method of utilizing KPI dashboards is dependent on the individual organization and who within the organization w...
By Bill Bruno
About the Author:

Bill Bruno is the CEO - North America, Ebiquity.

Remove the Hype for Big Data.

As I sit down and reflect on 2012, there are so many things to be excited about in our industry heading into 2013. The industry continues to rapidly evolve and 2012 proved to be a year full of niche new technologies and datasets that helped clients really begin to understand the multi-channel landscape of their business. Customer touch points are increasing exponentially and the challenge to understand, control, and predict those interactions has become the primary focal point for our clients.&n...
By Bill Bruno
About the Author:

Bill Bruno is the CEO - North America, Ebiquity.

Data Quality Erosion

This month’s topic may affect the long term quality and accuracy of data within any web analytics program regardless of whether it is software or ASP based and independent of the method of data collection (log files, page tags, network, or hybrid) being leveraged. The term I like to use to describe this phenomenon is Data Quality Erosion, which I have defined below: “Data Quality Erosion is the decay in the quality of a web analytics data set when the web analytics implementation and the we...
By Bill Bruno
About the Author:

Bill Bruno is the CEO - North America, Ebiquity.

Campaign Analysis And Optimization

Today’s marketers are responsible for utilizing a value-driven approach towards their organizations short and long-term online marketing initiatives. Three of the primary approaches towards deriving that value include: Site Optimization, Business Process Improvements and Campaign Analysis and Optimization. This month, I’d like to discuss the following aspects of campaign analysis and optimization and how it can drastically affect a marketer’s decisions on where to allocate marketing budget...
By Bill Bruno
About the Author:

Bill Bruno is the CEO - North America, Ebiquity.

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