Dispersion Analysis with advanced segments in Google Analytics

In statistics, statistical dispersion (also called statistical variability or variation) is variability or spread in a variable or a probability distribution. Common examples of measures of statistical dispersion are the variance, standard deviation and interquartile range. A measure of statistical dispersion is a nonnegative real number that is zero if all the data are the same and increases as the data become more diverse (Wikipedia). Dispersion Analysis is one of the most basics and powerful statistical analysis, allowing you to understand how homogeneous is a population or sampling you are analyzing. Why would that be important? Well, if we talk

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¿Swiming, floating or sinking in data? CMO’s & Analytics

The reports shows that the main focus of the CMOs is the ROI. Almost two thirds of CMOs believe that the return on investment in marketing will become the main metric of effectiveness before 2015. They recognize, as do the CEOs, that the world in which they operate is much more volatile, uncertain and complex. A whole 79% of the surveyed CMOs believe that the level of complexity will be high or very high in the next five years and only 48%  feel prepared to face it. The intersting thing is that when they where asked about what’s the main concern, over 70% of CMOs believe they are not fully prepared to deal with the increase in volume of data and its impact. ‘One

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Meta Analytics is heading to the GAUC Mexico

The next 25th of April I’ll lading in Mexico to participate as speaker at the 1st GAUC (Google Analytics User Conference) in México. The objective is to encourage the meeting of Google Analytics users, consultants and experts of the Digital Analytics industry in Latin America. The event promotes the interaction between Google Analytics users to share experiences, learn new and advanced features, and last but not least on the importance of measuring the Internet. My conference will be “Meta Analytics: How to optimize the flow of money using the information from Google Analytics”. In most cases people analyze the online information in an isolated way making very hard to identify where the resource that is preventing or restricting the site to

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Welcome NYU to Argentina

A few weeks ago I was invited by the Universidad de Palermo to talk about entrepreneurship for 220 NYU’s Business Students. The other speakers where John Hudson, Luis Navas (Conexia) and Rodolfo Montes de Oca (Zott).                         John Hudson, CEA Global Education Argentina, was talking about “Cultural and consumer behavior differences between USA and Latin America” while Luis, Rodolfo and me were talking about “Starting up a Business in Argentina: Challenges and opportunities” (We are all Endeavor Entrepreneurs). Xiao Ma, NYU student said “It was very useful to attend these talks, the economies of

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Measuring Churn Rate for non opt-out business

Churn Rate (sometimes called attrition rate) is a very useful metric, that measures the number of individuals or items moving into or out of a collective over a specific period of time. Churn rate, when applied to a customer base, refers to the proportion of contractual customers or subscribers who leave a supplier during a given time period. It is a possible indicator of customer dissatisfaction, cheaper and/or better offers from the competition, more successful sales and/or marketing by the competition, or reasons having to do with the customer life cycle (Wikipedia). So if you work in a company that provides

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See you at eMetrics Chicago

Next June (from the 24th to the 26th) I’ll visiting Chicago, besides of being exited about the opportunity of going to the Buddy Guy’s Legend Bar (Always is a good moment for listening my favorite music) I’ve also the honor of being one of the speakers at eMetrics Chicago. For those who are not familiar with eMetrics, it is the most important Analytics’ event (or Digital Analytics ) founded by Jim Sterne (Also one of the founders of the Digital Analytics Association and serial Book’s Writer). If you want to go today is the last day for the super early bird

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Goodbye Web Analytics, welcome Digital Analytics!

As you probably know, the Organization that joins the efforts of the Analytics professionals from the world regarding standards, best practices, Ethics, etc, is the Web Analytics Association. The Web Analytics Association born in 2003 when the abundant enthusiasm for an independent web analytics organization was readily apparent after only one evening in the lobby bar at the 2003 Emetrics Summit in Santa Barbara… Hundreds of phone calls and thousands of emails later, the three founders made the idea legal and convinced Seth Romanow from HP, search marketer Andrea Hadley, and web analytics executives Rand Schulman (WebSideStory) and Greg Drew

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Dad is back and will lift your conversions

It’s seems like nothing changed for so many years…take a look at this post “Desired Advertising – DAD – Is that possible?“ and tell me if it is not actual? It is, and it is for the reason that the base of it it is that advertising should be planned and executed as a service it self and not as an stupid and intrusive manner of stolling peoples’ attention. With the above in mind and always following the Web Analytics Association’s Code of Ethics, Imagine how better could be your clients that you contact them considering their interests and needs, following

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Analytical Claustrophobia

The possibility of having two projects based on similar systems are almost null. I mean, even when you can have an eCommerce that sells Golf stuff and your competitor has the very same thing, both are not gonna work in the same way. All the elements of both systems will not interact in the same way so the experience will not be the same and the way the elements interact in order to reach the system’s objective will definitely not even similar. With the above mentioned differences is easy to understand why we need that the information platforms (Website Analytics,

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