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Brian Clifton
Works at Search Integration
Attended University of Bristol
Lives in Sweden
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Brian Clifton
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My 4th book about Google Analytics has just launched – Successful Analytics: Gain Business Insights by Managing Google Analytics (both print and ebook versions). You can read more about it here: http://goo.gl/PKoc8r

Why I wrote this book

As I have come to realise over the years, analytics success does not depend on tool expertise alone. The bigger issue is the organisation. An organisation needs to trust its data and have confidence in the process, structure and people behind it. These things are not directly related to the tool used. So I approached this book very much from the business point of view first, then worked backwards towards the non-technical aspects of the tool – Google Analytics.

My intention is that senior managers, stakeholders and practitioners will all speak a shared language, have mutual expectations and ambitions, and can set a common path to build a data driven environment of serious business credibility using the worlds most popular analytics tool. I hope the method has worked.

336 pages; Full colour; Paperback; ebook also available

Looking forward to feedback form this group...
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Greg Savage's profile photoRitesh G's profile photoBrian Clifton's profile photoAbdurashid Atahanov's profile photo
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+Ritesh G​ book can ship pretty much anywhere. Shipping calculator will show on the cart page. Also, ebook available for any device...
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Although I am a privacy advocate and agree with what Privacy International is trying to do here (get the UK government to be less opaque in these matters), it does dishearten me when I read such confused statements from them...

“We now know that data from any call, internet search, or website you visited over the past two years could be stored in GCHQ’s database and analysed at will, all without a warrant to collect it in the first place,” said Eric King, deputy director of Privacy International.

ONLY your call data (including chat or email) i.e. actual conversations, are private in this list. What website you visit or what search terms you use has never been private! Commercial organisations use this data to improve their websites, marketing campaigns and customer service. It is why so much of the Internet is free to use... and I see no problem with that so long as it is not invasive. That is, tracked in aggregate.

Our "privacy guardians" must focus on the real privacy issues we face from our governments in order to win the argument. The mass surveillance of online conversations is our greatest threat, not the triviality of which websites are being accessed. That is something users have known about and accepted for a generation - and is now thankfully protected in the EU by the EU privacy laws.

The full Guardian article can be read for free here: http://www.theguardian.com/uk-news/2014/oct/29/gchq-nsa-data-surveillance?CMP=EMCNEWEML6619I2
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Love the idea of this story from the Guardian - end users making money from sharing their own data...
 
‘We’re going towards a world where users have control over their data… this is the first step’
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Brian Clifton
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Interesting infographic from IBM: Analytics and Midsize Business. Only 61% trust their data!

You can download the IBM whitepaper from: http://goo.gl/7KWTSP 
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I would be truly interested to see how small business stand in comparison to medium sized. 
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I wish more professionals would point this out to the vendors...
 
In an article published recently about Tag Management Systems you can read _"...it will take you 2 min­utes to copy that into your web­pages...". I just can't believe vendors are still oversimplifying the deployment of a TMS and the complexity of a robust instrumentation! Statements like these make it sound like tagging can be done by any junior intern or marketers without any other skills than being able to use copy&paste and clicking a few buttons to make some magic happen... it's just not the case...

(my 2 minutes rant of the day)
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I love +Avinash Kaushik 's ability to make me think - something not easy to do for your peers and one I greatly appreciate (he makes me think hard!). The key take away from his latest post = Build your insights/dashboard on a per stakeholder basis. Not a one size fits all approach.

To add my 2 cents...

Always build your insights/dashboards WITH your stakeholders not for them. In other words, collaboration is the key.
 
Digital Dashboards: Strategic & Tactical: Best Practices, Tips, Examples  http://goo.gl/Ofyor9

My latest post highlights the single biggest reason why our dashboards (online, offline, non-line) stink. They are CDPs, and are missing the life-giving ingredient: IABI.

Loads of examples to outline a new way to think about sharing data. Please share your wisdom and insights via comments on the blog. Thx!  http://goo.gl/Ofyor9

PS: And bonus, you get to learn what I think of the below dashboard!
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My 4th book about Google Analytics has just launched – Successful Analytics: Gain Business Insights by Managing Google Analytics (both full colour print and ebook versions). You can read more about it here: http://goo.gl/PKoc8r

Why I wrote this book

As I have come to realise over the years, analytics success does not depend on tool expertise alone. The bigger issue is the organisation. An organisation needs to trust its data and have confidence in the process, structure and people behind it. These things are not directly related to the tool used. So I approached this book very much from the business point of view first, then worked backwards towards the non-technical aspects of the tool – Google Analytics.

My intention is that senior managers, stakeholders and practitioners will all speak a shared language, have mutual expectations and ambitions, and can set a common path to build a data driven environment of serious business credibility using the worlds most popular analytics tool. I hope the method has worked.

336 pages; Full colour; Paperback; ebook also available

Looking forward to feedback form this group...
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Shuki Mann's profile photoAllaedin Ezzedin's profile photoSara Clifton's profile photoWilliam Harvey's profile photo
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+Brian Clifton I didn't see that, but that's good enough
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These fundamentals are so often forgotten about - in all business sizes...
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I love the parody of this ad (via +Sara Clifton). If only they would use their website data to determine what goes in their catalogue. Now that would be smart.

http://time.com/3265308/ikea-catalog-2015/
Introducing the 2015 IKEA catalog: the coolest, sleekest new gadget on the market
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I understand +Eric Peterson's dissatisfaction with the Forrester Wave report, but I think we are missing the underlying flaw in such reports... Focusing a report on tools and not the people - that is either analysts or the stakeholders that invest to actually make analytics successful within an organisation - is always going to be flawed.

I thought the industry had moved on from this. In my experience, tools are way way ahead of user's ability to actually act on the data. This report shows that either:

a) Forrester is way out of touch with the leading analytics thinking from practitioners, or
b) Users have not moved on and are still focused on tools, feature lists, and RFPs...

I suspect its b) and Forrester are merely reflecting this.
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Stephane Hamel's profile photoJean-Francois Monfette's profile photoBrian Clifton's profile photoDror Zaifman's profile photo
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As +Stephane Hamel mentions, the TrustRadius report is much more what the industry needs.
https://www.trustradius.com/guides/da
Congrats to +Vinay Bhagat , Megan Headley and team
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I am always looking for constructive feedback on my books – it helps me plan for the next version – due late summer 2014. So if you have a comment about previous content, structure, style, images (anything!), please add to the simple poll at:
www.advanced-web-metrics.com/book-poll
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Not AWM4 - something a little different (still very much focused on GA). Stay tuned for a blog post from me in the very near future...
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Trust Radius Cost Survey  - Please Participate!

Want to know much your peers on spending on digital analytics and A/B testing tools? Help the digital marketing community make smarter software purchases. 

Complete this short survey http://bit.ly/CROtr2014 if you've used digital analytics or A/B testing tools in the past year. Your answers will be kept completely confidential and used only in tabulation with others.

In appreciation of your help, TrustRadius will also send an advance copy of the results once they're available.
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Education
  • University of Bristol
    Chemistry, 1989 - 1995
Basic Information
Gender
Male
Story
Tagline
Advanced web metrics is about doing the basics very well and applying it in a clever way...
Introduction

Brian Clifton (PhD), is a web metrics consultant, independent author and trainer who specialises in performance optimisation using Google Analytics. Recognised internationally as a Google Analytics expert, his latest book, the third edition of Advanced Web Metrics with Google Analytics is used by students and professionals world-wide.

Starting in web development and SEO as far back as 1997, he joined Google as the first Head of Web Analytics for EMEA (2005-8), building the first pan-European team of product specialists. A legacy of his work is the online learning centre for the Google Analytics Individual Qualification (GAIQ).

Brian is a guest lecturer at University College London (MSc, “Web Economics”) and Stockholm School of Economics, and has held the title of Associate Instructor at the University of British Columbia for his contribution to teaching modules in web analytics. You can hear him speak at numerous conferences around the word – particularly in Europe where he presents on working at Google, web analytics, digital marketing, content optimisation - and how these can all interlink to create a successful online business strategy.

Bragging rights
200 burpees in 9:18...! Former international weightlifter, proud father of Alex and Emma
Work
Occupation
Author, web metrics consultant, Google Analytics expert, guest lecturer
Employment
  • Search Integration
    Director of Data Insights & Analytics, present
  • Advanced Web Metrics
    Founder & Senior Consultant, 2015
  • Google
    Head of Web Analytics, EMEA, 2005 - 2008
Places
Map of the places this user has livedMap of the places this user has livedMap of the places this user has lived
Currently
Sweden
Brian Clifton's +1's are the things they like, agree with, or want to recommend.
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Our compilation comparing average conversion rates for retail sites and other industry sectorsAs you will know, conversion rate is often use

Google Content Experiments – A good or bad feature?
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In the past month, Google quietly made a change aimed at encrypting all search activity — except for clicks on ads. Google says this has bee

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Advanced Web Metrics
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Official site for the best selling book, Advanced Web Metrics with Google Analytics by Brian Clifton

The Small Business Guide to Google Analytics
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A straight-forward guide to getting your Google Analytics set up and running.

Big Data: the backlash begins
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After a cycle of hype, reality sets in. Big Data isn’t going to save the world.

Multi-Channel Attribution Modeling: The Good, Bad and Ugly Models - Occa...
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Learn pros and cons of seven standard multi-channel attribution models, and how to create a powerful custom model. Optimize marketing budget

Re: Multiple data series in multiple columns not rendering in XY scatter...
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Google Product Forums · Re: Multiple data series in multiple columns not rendering in XY scatter chart as separate. APL+, 2013-jul-01 20:55.