Topology: The critical forgotten factor in digital analytics

The Problem with Statistical Analysis in Web Analytics

The practice of Digital Analytics is built on a few simple, largely unquestioned assumptions. The first of these assumptions is “intentionality”. When a visitor looks at a page about a topic or product, we assume they have an interest in the product or topic – that the behavior was intentional.

The second key assumption is “influence”. When a visitor views a page and then subsequently does something we consider a success, we...

By Gary Angel, 21 November 2012, 1 comment. Categories: Data-driven marketing, Web Analytics.

Analytics: How to untangle the data deluge

When did web analytics officially die? Perhaps earlier this year when the Web Analytics Association renamed itself to the Digital Analytics Association in recognition that there is a lot more to the digital world than fixed web, and that social and mobile channels need to be added to the mix.

Phil Kemelor, Vice President of Strategic Analytics at Semphonic, highlights that from a measurement perspective, even this was a bit of old news. There has always been multiple ways to gauge the effectiveness of online initiatives...

By Gary Angel, 04 October 2012, 0 comments. Categories: Data-driven marketing, Data Science, Web Analytics.

Attribution and Analytics need to pinpoint the top of marketers’ agendas

Attribution and Analytics technology is very much underused as an integrated marketing solution by marketers and as a result they are missing an easy way to get to know their customers better.

With the main motivation for marketers this year being integration, they need to understand which digital platforms customers use most and be aware of  what conversations they are having on these platforms, as well as being aware of consumer purchase behaviour if they are ever going to formulate an informed...

By Mat Perkins, 23 April 2012, 0 comments. Categories: Attribution, Data-driven marketing, Web Analytics.