Amazing interview with Eric Peterson

If you think about Web Analytics, one of the first names comes to your mind is Eric Peterson. Eric is currently Vice President with the Visual Sciences division of web analytics firm, WebSideStory, is the author of several books on web measurement and moderates several popular discussion lists on analytics. He also manages an excellent site on web analytics called Web Analytics Demystified (one of my favorites). He previously worked as an analyst with JupiterResearch and has been cited in the Wall Street Journal, Washington Post, New York Times, CNN, Business 2.0 and others as an expert on the topic.

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Measuring performance from each website section

When measuring a section performance from a website (it doesn’t matter its profile), we could commit the mistake of thinking that the one with more total pageviews is the most successful one. There are two things to take into consideration to understand which section or sections are the most successful ones and when we could say that the performance from a particular section is not acceptable. 1- When a visitor arrives to your “home page” has exactly the same chances of visiting any of the available sections, so measuring just each section landing page (or section home) allow us comparing which

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Coming on Age in Latin America (Profit magazine)

Karen Bitran oversees IDC’s research practices in Latin America for software covering enterprise applications, analytics applications, infrastructure software and development, and integration tools. Prior to managing IDC’s software practices, Biltran analyzed software and services markets in Mexico and Brazil. Through her detailed market and customer knowledge of both the software and IT services areas, Bitran is frequently asked to present at customer and industry events about the solutions market in Latin America and the evolving requirements of the leading data centers in Latin America for software and services solutions. Profit asked Biltran about challenges specific to the manufacturing industry throughout

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Successful Online Business – Sixth and Seventh Part

Decision making: When you have enough information you should analyze the possibilities and scenarios and take the decisions that minimize the possibilities of fails assuring your success. Control: Controlling the flow of your plan is vital in order to finds out your position in the project and to anticipate deviations and, if necessary, runs your contingency plans (Never forget to have contingency plans; you could analyze your historic information to reduce your uncertainty). “All project managers face problems on Monday mornings – good project managers are working on next Monday’ problems.” You cannot work on next Monday problems if you do not

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Successful Online Business – Fifht part

Measurement plan: In this stage we should define the KPI’s for your Scorecard and Dashboard. It should include the company strategy, objectives, tactics, and KPI’s. You can’t manage what you can’t measure repeated Robert Kaplan over and over again. I would add to this quote, you shouldn’t measure what is not relevant to your strategy. Probably for offline projects is different because measuring is synonymous of outrageous costs, but in online you could almost measure all the people online experience without so much effort. So one of the most valuable advices I could give you is to not measure everything. The

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Successful Online Business – Third and Fourth Part

Brainstorming process (identify tactics): Once you understand what’s your “weakest link”, you should launch a brainstorming session (or several) in order to find the project or projects (tactic) that will best help you fix your “weakest link”. If you have a lack of information about your client behavior and attitudes then a great idea is creating a social network where they could relate each other and as a result you will get a bunch of information that will help you understand what are they doing and why. 4- Project design (tactics): Now you have the idea (The difference between idea and project

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Successful Online Business – Second part

Identify RCR (restricted capacity resources): Now you should find the Restricted Capacity Resources (Based on “General System Theory”). All the projects are systems, and within those systems flows productivity (not only talking about production but also about communication, sales, quality, etc). In this stage you need to finds what is restricting your system most (project) and attack it with all your efforts, remember that if you pull a chain you will break it in just one link, it means that one link is always weaker than the rest, and when you fix it, then another one is going to be

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Successful Online Business – First part

Very frequent people ask me about how can they make their online projects work, and more frequent they don’t understand when I ask them about how are they aligning their online project with their Corporative Strategy. An ecommerce website, an online campaign, a community website, a SEM campaign, or whatever else are tactics that should be aligned to a Corporative Strategy. If your online tactic is not aligned with your Corporative Strategy, probably the most intelligent decision could be start again from a scratch. 1- Project understanding: Understanding the strategic plan and objectives from the company is the basement of any

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