Random Analytics

Managing Up: Six Steps Toward Success

From Shane Atchison at ClickZ

When discussing Web analysis, I too often hear people say management simply doesn't "get it." They'd like to implement a comprehensive Web analysis strategy, but no one seems to be listening.

Web analysis is a low priority at many companies. I've sat in on many a client's Web analytics meeting. Usually, the most senior person present is an e-business director. Rarely have I seen a CEO or other executive team member.

Forecasting Techniques, Part 1: Quantitative Methods

From Neil Mason at ClickZ

Over the past few weeks, I've been taking a look at various analytical techniques that may be appropriate for understanding more about visitor behavior than you may find in your average Web analytics tool. Many of these techniques, like classification and segmentation, involve the use of statistical analysis tools. This week, I'll continue in that vein by looking at forecasting and some of the techniques used to assess and understand future trends.

Three Steps to Creating Better Category Pages

From Bryan Eisenberg at ClickZ

It's no surprise more and more people shop online and buy off-. Is this because the offline world is a much better experience? Or is it because most e-tailers have failed to create convenient online shopping experiences?

Growing Pains: Are You Ready to Play With the Big Boys?

From Heidi Cohen at ClickZ

Many early e-commerce businesses were based on an innovative idea or as the outgrowth of a hobby. Many surviving businesses are quite successful. Over the past few years, they've grown due to the founders' hard work, chance opportunities, and trial and error, rather than by executing a well-defined business plan. Many of these entrepreneurial ventures have reached a size at which they must make some big changes in their management approach to position themselves for continued growth.

Web Analytics Hiring: Where to Begin

From Jason Burby at ClickZ

Now that you are serious about Web analytics and are looking to make it more of an initiative (rather than 25 percent of someone's job responsibilities) how do you find the help you need?

Reality Marketing Series, Part 2: The Staff Fires Back

From Shane Atchison at ClickZ

In part one of this series, I introduced an email dialogue between several key players in a typical marketing organization. The series kicked off with an inspired letter from the CMO that challenged the marketing leads to increase their focus on analysis and approach the planning process differently.

Defining and Using Segmentation, Part 2

From Neil Mason at ClickZ

In my last column, I started looking at segmentation, something that's the current rage in the wacky world of Web analytics. I outlined two key considerations in segmentation analyses: the approach you use to segment, and the basis on which you segment. The approaches may be deterministic or discovery based. Today, we'll look at the basis on which you might segment site visitors or customers: by attitudes, demographics, or behavior.