w00tonomy?

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June 2017
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Se7en deadly sins of online – GREED

GREED – lots of data no intelligence

You can have too much of a good thing. It has often been commented that online wins over offline because it offers real time feedback of people’s behaviour. This is true, but what is provided is something like this

Page views 10,000; Unique visitors 3000; click through rates 10%; bounce rates 3%; 55% of search engine traffic from Google; Top ten search terms are…

What does that actually tell us? The answer is very little – it gives no real understanding of who is visiting a site and what they are doing. The reason so many businesses accept this quality of reporting (and so many agencies provide it to clients) is simple. With the sophistication of analytics software now available in the market place (Google Analytics, HBX, Omniture, etc) production of data is cheap but intelligence is expensive. For this reason businesses and agencies are often greedy for data and do not invest the time and effort to turn data into intelligence. Without this investment they try to substitute volumes of data for insight – the intelligence must be in there somewhere so no-one can complain they never saw it. Data will not help when you evolve your online strategy. Instead any changes you make will be a gamble that will be based on a hunch or the HIPPO effect (HIghest Paid Person’s Opinion) described by Avinash Kaushik. In order for the cycle of measure and evolve to work effectively your digital marketing strategy should be driven not by the greed for more data but by intelligent analysis making clear recommendations. In. Plain. English.
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RIP the page view: not so sadly missed

Those who have worked in evaluating the success of online marketing campaigns will not be surprised to hear of the death of the page view – after a long illness. After its final death throes, the page view’s demise was confirmed by Nielsen/NetRatings in an announcement in July 2007, where it said that it was no longer using the page impression as the primary metric for comparing websites. Culprits in the shuffling off of the PV’s mortal coil include:
  • The increasing use of AJAX which can refresh content without a page reload
  • The increasing use of video.
Nielsen believes that these trends will continue with technology supporting more in-page viewing. This has led to them to use time on site as the comparison metric since it at least demonstrates the value to the customer of on-site content. The reality is that this reflects a deeper shift in the world of online measurement, as analysts try to get to grips with the impact of Web 2.0 technology such as blogging, user generated content, social networks and widgets. Page views clearly do not give insight into the level of audience engagement and although time on site is a step in the right direction, we don’t believe you can rely on it as a single site metric. What you want to know is whether your content engaged with the audience or not. No one single metric will ever satisfy that question. Comparison decisions will be hard particularly for advertisers. New metrics must be considered such as the number of ratings, number of comments, which parts of videos people watched/shared. And to give you a fuller picture of your audience motives qualitative collection through surveys is also required to support the decision making process. Whichever way Web Analytics 2.0 goes certain rules will still apply
  • It’s about intelligence not data
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Analytics guru on intelligence, not numbers

Analytics guru Avinash Kaushik describes how companies large and small can get the most value from web analytics. And it is all about intelligence rather than rows and rows of numbers. [youtube CH6V0wfT6PA]
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