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Analytics and Measurement Defined
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Web analytics is the study of online behaviour in order to improve it. There are two categories; off-site and on-site web analytics.
 Off-site web analytics refers to web measurement and analysis irrespective of whether you own or maintain a website. It includes the measurment of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole.
On-site web analytics measure a visitor's journey once on your website. This includes its drivers and conversions; for example, which landing pages encourage people to make a purchase. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign's audience response.
Historically, web analytics has referred to on-site visitor measurement. However in recent years this has blurred, mainly because vendors are producing tools that span both categories.
Many different vendors provide on-site web analytics software and services. There are two main technological approaches to collecting the data. The first method, logfile analysis, reads the logfiles in which the web server records all its transactions. The second method, page tagging, uses JavaScript on each page to notify a third-party server when a page is rendered by a web browser. Both collect data that can be processed to produce web traffic reports (wikipedia.com).
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Most Recent Analytics and Measurement Clips
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| Worldwide Interactive Ad Budgets Growing | clipped by: fuordigital
According to a study by WPP's Group M, interactive media’s share of worldwide advertising expenditures is expected to hit 15% in 2009, up from only 6% four years ago. This comes as traditional media's share of ad spend continues to decline, making interactive media one of the only, and certainly the major, source of growth in overall advertising spending.  The report also found that nearly 45% of 2007 interactive ad spending was display, which is expected to slightly decrease in favor of paid search advertising, which accounted for 38% in 2007.
| | 7/29/2008 3:26:09 PM |
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| Metrics and Measurement Issues | clipped by: fuordigital
According to an interactive marketing survey by Sapient, senior-level marketing respondents do not feel very confident that their organization can track campaigns across multiple channels in real-time. The following table illustrates the responses: 
The least confidence of all was cited for the social networking channel. This channel, however, has the highest anticipated increase in marketing analytics spend for 2008 according to the survey.
The two channels in which marketers place the most confidence in their tracking ability, according to the survey, are email and search. 38% of respondents said search resulted in the highest ROI to their organizations. 28% of marketers plan to increase search spending in 2008. The biggest hurdle to measurement and accuracy, according to respondents, is the difficulty to compare metrics across channels.
| | 7/29/2008 3:24:31 PM |
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| New use of Wii controller helps you swim through data | clipped by: fuordigital
The ability of the Wii controller to sense our relative position and movement through space has created a gaming sensation. Here’s an example of using this same controller to interact with a 3D model, showing uncanny perspective.
| | 7/28/2008 4:09:03 PM |
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| Pheedo to Launch FeedPowered Analytics Dashboard | clipped by: fuordigital
Pheedo to Launch FeedPowered Analytics Dashboard
RSS and blog advertising firm Pheedo has introduced a new metrics
tool designed to track content and advertising that is distributed
across a wide swath of the Internet—such as content that spreads
via social networking sites or widgets.
The new FeedPowered Analytics Dashboard, if successful, could help
fill an increasingly important void in the Web metrics world, as
tracking the audience for individual Web destinations diminishes in
importance as more publishers and advertisers embrace
mega-syndication strategies. For example, Pheedo says its new tool
measures user behavior on RSS feeds which deliver news and
information across various social networking sites and blogs.
| | 7/22/2008 9:28:29 AM |
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| Churn Happens as Marketers Don’t Leverage Customer Data and Analytics | clipped by: fuordigital
Churn Happens as Marketers Don’t Leverage Customer Data and Analytics
Lack of customer data sharing, integration and insight is undermining competitiveness, retention rates, revenue and profitability among global marketers, according to a new study from the Chief Marketing Officer (CMO) Council.
Over 50% of global marketers report that they have fair, little, or no knowledge of the customer demographic, behavioral, psychographic and transactional data. Just 6% say they have excellent knowledge of the customer.
More than 35% of respondents report that the CMO or marketing department (38.9%) has primary responsibility for the customer analytics function but are not leveraging its value. Over 31% of those surveyed do no data mining at all and 63% are only doing moderate levels of data mining for intelligence and insight.
| | 7/19/2008 5:46:01 PM |
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| What Activities Do Mobile Users Perform | clipped by: fuordigital
Included by the author is the Simmons New Media Study released in April 2008 comparing the usage of different mobile functions among consumers in the U.S. While 59% of people who have used a cell phone in the past 30 days have text messaged, and 49% have taken photos, less than 2% have shopped by mobile and less than 5% have used mobile GPS.
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Mobile Phone Activity in the Last 30 Days
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Phone Activity
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% Users Engaged
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Text messaging
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59%
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Downloaded ring tones
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17
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Taken photos
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49
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Taken videos
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13
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Downloaded music
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7
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Played video games
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14
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Accessed Internet
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19
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Accessed GPS position
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5
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Streamed video
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3
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E-mailed
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20
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Shopped
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2
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Banked
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6
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Source: Simmons New Media Study, April 2008 |
| | 6/18/2008 8:23:27 AM |
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| Google Analytics Tracks Your TV Campaigns | clipped by: fuordigital
Hot on the heels of this March’s release of the Audio Campaigns report within Google Analytics, we’ve just added more offline-to-online reporting features: TV Campaigns reporting. This report represents a further integration between Google Analytics and AdWords, and another helpful tool for you to measure the online effects of offline marketing.
You can now track these metrics and plot them alongside metrics already within Google Analytics, such as conversions, visits, and time on site. This way, you can see correlations between a TV campaign and your website traffic. Take a look at the below screenshot of TV spots run by a pet company. It shows website visits plotted against the number of TV impressions (how many times your TV ad played). If you've already linked your Analytics account to your AdWords account, this data appears automatically within Analytics when you run a TV ad.
| | 6/5/2008 4:24:16 PM |
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| View Thru Conversions | clipped by: fuordigital
The interactive community has thus far failed to come up with a viable method to account for how many viewthrough conversions can truly be credited to an ad campaign.
There has been no lack of effort for trying. The best publicized study was done by DoubleClick and Continental Airlines in 2004. By using a carefully designed control group, the study found that 67.5% of the viewthrough conversions can be attributed to the ad campaign.
| | 5/13/2008 9:22:04 AM |
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| What Ads Work & How to Improve ROI | clipped by: fuordigital
SUMMARY: If you couldn't listen to MarketingSherpa's recent teleseminar on online advertising, just click below to get your audio presentation and discover what 951 marketers revealed about what works in online advertising.
Includes 12 new charts and an eyetracking heatmap. This year’s highli |
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