Google Analytics Summit

As every year I’m here, in this case with Richard Dawson (Intellignos) and Diego Salama (Mercado Libre) at the Google Analytics Summit, in this case in it’s 2013 version. This post is in real time so you will see things in draft and not finished…don’t worry, will be done after the event is finished.           Great introduction by Paul Muret, Vice President of Engineering at Google Analytics talking about history and the Analytics Market. Paul gave the voice to Bebak Pahlavan the Director of Product Management of Google Analytics who after saying that they launched more

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If you wanted to know what they are thinking just go and ask them

Multivariate or A/B testing is very cool and useful. Today’s solutions are very flexible and allows you to test several pieces of marketing (ads, lading pages, etc) in real time without the need of being an expert. You have tools for any particular need, free solutions like Google Content Experiments; paid solutions for a low price like Convert, Optimizely, Unbounce and VWO; and paid solutions for bigger budgets like Adobe Test & Target, Sitespect and Autonomy optimost among others.     Even though this kind of solutions are great and useful it is important to know what are they useful

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Information integration where are you?

The following chart presented by eMarketer shows the answers made by  the Forrester Conference attendees. The question was “What is the best source for generating data on their customers”, the answers are not a surprise at all. They answer as each source provides enough information itself about their customers, but they don’t! Web analytics just tells you what your customers are doing but how are you gonna make a decision when you don’t know why?

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The US ICT Market optimistic about Analytics and BI investments

According to a report by Forrester Research the total Total U.S. ICT market in 2011 was $962B with the majority being generated from software sales ($208B) followed by Telecom Services ($199B) and IT Consulting and Systems Integration Services ($188B). The following graphic show the U.S. ICT market for 2011. Forrester forecast for analytics and BI are more optimistic.  When customer experience and engagement is taken into account, the forecast seems high. Salesforce knows how to translate trial users into customers. The question is can they do this fast enough in 2012 throughout the enterprise and mid-tier accounts to keep up their

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Awards of excellence – Digital Analytics Association

As every year the Digital Analytics Association is conducting the Awards for Excellence. This year I can’t be more glad with the nominations, not just because I was nominated as practitioner of the year but also Intellignos was Nominated as Most Influential Vendor! Intellignos has an amazing team headed by the awesomely perfectionist Richard Dawson, that can definitely win any prize but the idea of being nominated with companies like Adobe and Google is the best way to let us know that we are on the right track. Congratulations Intelligners, you rock! Intellignos and me are waiting for your vote

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Social Analytics the key responsable for making real time marketing come true

I was reading a very interesting research by eMarketer that begins this way ¨Marketers know the value of social data but interpretation remains a challenge¨ and I thought, are we still having the same problems than 10 years ago. I mean, we are not talking about Social Analytics, a pretty new work in ¨the block¨ but at the end the day it´s the same thing. 1. The digital era fill the desks with information: Well, even when this is totally true we can complain about it. Come on, we are talking about it for more than 10 years and is

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Understanding the Argentinian Market – A great video from Endeavor

Endeavor, the organization that transforms emerging markets by supporting High-Impact Entrepreneurs, just produced and published a video called “The Multiplier Effect: How a Network of Entrepreneurs Created a Tech Sector in Argentina” that allows you a very good understanding of our industry and my country. This is not directly related to Analytics but I really recommend you to take a look at it.  

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Asking the right questions to the right sources

We already talked about how important is asking the right questions before sitting in front of a particular data source. It makes easier your work since you only need to fill the blanks with information instead of sitting in front of a data source for one, two or three hours looking for “something interesting or useful”. Understanding what questions can answer each data source, it is as important as the question itself. As we talked about five years ago in the Analytics 2.0 model, you have several information sources, each one measure a particular type of interaction between users and

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Standard and non-standard metrics

If you are reading this blog you probably know metrics like Unique Visitors, Visit, Pageview, etc. Those metrics are Standard metrics, which means that the way those metrics are being measured is based on a definition made by a recognized organization (the Web Analytics Association), allowing comparisons among different projects. Actually when someone tells you “I have 10.000 unique visitors”  we all know the meaning of that (10.000 unique browsers being measured by a particular cookie). Standard metrics are very important, actually the Web Analytics Association have  a committee that works very hard trying to define those standards (The standardization

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