Another year in Web…sorry Digital Analytics – Happy new analytyear!

We can discuss about almost everything, the name of what we do (Digital, Web, or just analytics), about the platforms, about the practices and even about who are the most influential professionals but if there is something about we are do all agree is that this was a very intense year, lets take a look to the most relevant news about it: January 24, 2012: Accenture to Expand Analytics Capabilities with Acquisition of Neo Metrics Analytics S.L. March 05, 2012: Web Analytics Association Becomes Digital Analytics Association. March 31, 2012: Urchin is retired from the market. April 18, 2012: Havas Digital 20% of Intellignos.

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Collapsing myths in digital marketing

Paraphrasing my colleague Eric Peterson, I’ll do my part to demystify, in this case, the digital marketing. We are all talking about how wonderful and beneficial it is, for both online and offline. Everything that it is online is cool, is the future, offline it’s old fashion, the past, something that sooner or later will be done, finished, and we are gonna be all happy about that. As we say this kind of things we are reading the newspaper (the “offline” version), watching tv and listening the radio. If we lose the cable signal, we don’t receive the newspaper or

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Universal Analytics – Hyperbolic with substance

The last monday, 28 of October 2012, was a great day with with some amazing announcements at the Google Analytics Summit 2012 (#GASummit). Google had launched its new strategy that even when it sounds a little hyperbolic  (Universal Analytics?), it has substance. With this new strategy Google Analytics is trying to move out from the Cookie centric (browser centric) measurement model to a new user centric model, which is GREAT! It means that they are not going to use cookies any more? No…means that they are still using the cookie but it will save a user ID (that will remain

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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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