Category:

“Analytics”

Measuring the Value of Web Advertising – Beyond CTR

Ever wonder who exactly is clicking on your online display or banner ads? According to a new comScore study, it’s likely one of a core group of people as the study found that 8% of Internet users account for 85% of all clicks, and 84% of Internet users never click on a banner ad. Does this mean banner advertising is a waste of money? Not at all – it means that evaluating web advertising may not really all that different…

6 Surprising Facts About the Growing Hispanic Audience You Probably Didn’t Know

When this week’s Ad Age arrived at the office, I was excited to see the new Hispanic Fact Pack. Now, advertising supplements aren’t usually a highlight, but last year’s is still sitting prominently on my desk – tabbed, underlined, and referenced more than any other printed piece I received all year. I’ve used it as a tool in audience research for a startup company, to make social media recommendations to a Fortune Global 50, and for competitive research for a…

3 Tips for Taking the Google Analytics IQ Test, 2009 Edition

Update 12.20.11: I’ve since retaken the test; here’s an updated post with Tips for Taking the Google Analytics IQ Test, 2011 Edition. On March 3, Google launched the Analytics Individual Qualification test, allowing web professionals a way to demonstrate their level of Google Analytics expertise to colleagues and clients. The test is relatively inexpensive, priced at $50, and your Individual Qualification – if you pass with 75 80% or greater — is valid for 18 months. [Update 1.26.10: Google revised…

Data-Driven Marketing: Perfect Your Marketing Strategy with Site Analytics

My colleague Lisa King and I will be speaking to the monthly meeting of DC Web Women tonight on a topic we think is especially important to marketers — using data derived from analytics to find actionable insights for marketing strategy. (Can you tell we are faithful readers of Avinash Kaushik? In fact, we’ll be giving away his book as a door prize tonight. :)) We’ll be looking at both basic stuff — how often are visitors coming? where are…

Beyond Analytics Basics: Now What?

Maybe you’re starting an analytics program for your organization for this first time. Maybe your boss just handed you the keys to Omniture. Or maybe you’re the Web Guy/Girl and the VP wants to know “how many visitors did we get last week from the U.K.?” You kinda mostly know the basics — unique visitors, page views, bounce rate — but you know it’s not enough. In the words of Google’s Avinash Kaushik, you want to become an analytics “ninja.”…

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