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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Campaign Attribution in Google Analytics

In this post I’ll talk about how Google Analytics attributes a conversion, technically talking. This is not about how you should analyze conversion attribution, if you are interested in that I suggest you to visit Constraint Management vs Direct Attribution. Google Analytics, as the other Web Analytics solutions allows you to identify from which source each conversion came from. Each platform has a particular attribution definition, ergo, it attributes the conversions in a very particular way and could or could not be the same as any other tool you may use. The key, as always in digital measurement, is identifying

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Analytics Interview to Mercado Libre’s CTO Daniel Rabinovich

After the presentation I shared with you in my previous post I felt that I need more information from the CTO of Mercado Libre Daniel Rabinovich. So I invited him to an interview. A little background about Daniel: Daniel landed in Mercado Libre far in the year 2000 as Senior Developer. In just two years he was promoted to the Software Architect position to be  promoted again in 2003 to the Software Developer Manager position. He worked in that position un till 2007 when he was promoted again, in this case to the Software Developer Director position, then to the Product Development

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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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“Underestimate tools” is a great first step for an Analytics professional

In more than 14 years working with internet information I’m seeing the very same situation happening over and over again. The first contact of a person in the Analytics world is related to tools. I’ve being talking a lot about it, we all know how hard is for the average civilians separate analytics tools from the practices. We committed a huge error branding tools with the same name than the practice it self (same problem than the CRM people committed with their practices and tools). So, when someone starts walking in the Analytics way their main focus is on learning using tools

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The value of an smile – Analytics allows you to counting the uncountable

If you only read the first sentences you will probably think that this post has nothing to do with Analytics (that may be good for some people, but let’s think that since this is an Analytics blog, that is something bad), so let me invite you to read the entire post. Ten days ago I was having vacations after two years. When you don’t have vacations for such a long time you have the expectations that everything goes perfect. The second day of vacations my kids asked me to visit a Dinosaurus thematic restaurant…. I went to a restaurant with

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