Hello Google Consumer Surveys, hello attitudinal information

We are talking about the 360 information model for about 6 years so far, trying to convince marketers and decision digital makers and decision makers about using more information than just behavioral. Why? Because you can’t get answer from a source that is not able to provide it. Behavioral information just tells you what people are doing, just that, not why or when. So if what you wanted to know is why the users of your site are behaving in a particular way. Some time ago we talked about 4QSuite, a service that allows you to evaluate the online experience, measure

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Analytical Culture – Much ado about nothing

Stop doing that annoying noise about analytics and it’s glamorous terms and go to work. Switching to an Analytical culture it’s so hard than just a few companies are achieving it. Understanding the metrics or information tools is the less important and complicated step for switching to a Data Driven culture. The most complicated one is the political cost, that since to be high for most of the managers. Since 2006 approximately which began to appear more strongly the “Web Analytics” term (Digital analytical) in the Internet industry. We’ve been talking a lot about it this five years but we’ve

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The Digital Analytics position lands to the TV

Ten years ago or so, talking about Analytics was something interesting for a couple of nerds and geeks, and not just in Latin America, but in the world. Two weeks ago I was Invited to talk about the Digital Analytics job in one of my favorite TV programs, “Argentina para Armar”. Tom (from Intellignos) and I were talking probably for the very first time to a non nerdy audience about what is Digital Analytics about. And you know what? I received dozens of emails asking for more information about this “profession”! If you are in this industry probably sometimes you

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Building a measurement plan, from the strategy to the tactic

I’m wonder why some people starts a measurement project from the end, the implementation of a measurement tool. So, let’s talk a little bit about the previous step of a measurement project. The measurement Object: First of all it is vital to define what are you gonna measure, in every case you will measure a system so you have to understand how that system looks like. So if you have system, the main thing you have to understand is the main objetive of it, in this case let’s say earned money, benefits, not just quantity of sales. In this step

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eMetrics Chicago 2012

On June 25, 2012 I was honored to be invited to present Meta Analytics, Configuring the web analyst’s mind at the eMetrics Chicago. The first thing I have to mention is the exquisite organization of the event, everything works fine as a Swiss clock. Tiffany Harris was running behind the speakers to be sure that all was going perfect. Terry Cohen was the host and coordinator of my presentation, thanks for that Terry! You can see the tireless Jim Sterne everywhere, making sure that everything goes perfect in the event. You can feel how much Jim enjoy eMetrics, not just like the

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Reporting is about triggering efficient decisions

If you are reading this blog you probably reported or you’ve being reported more than once. Reporting is the last step of the digital analytics process that begins with Measurement, Collection, Analysis and Reporting. Analyst sometimes confuse the third and fourth step but they are very different. One thing is analyzing information and identifying patterns of behavior or insights that trigger decisions, another very different thing is telling someone else about the insight you found. If you are an analyst your daily work is about chewing and digesting information, so you are normally very familiar with the information and with the process

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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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