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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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As always from +Simo Ahava this is great insight into a very detailed area of transaction tracking...
This article explains how attribution works in the Enhanced Ecommerce reports of Google Analytics.
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Thanks Brian!
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Hard to "like" a chart such as this, but it is a compelling visualisation... Its compelling in the sense of comparing the data with any other EU country - where the public cannot buy automatic assault rifles legally. Yes, there are some mass shootings in the EU. But for a continent with 66% more citizens than the US, mass shootings are fortunately rare. Nowhere near US levels.... Correlation?
 
Counting America’s mass shootings http://econ.st/1tmA7Nr
The attack in Orlando was the biggest mass shooting in American history
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Listening to your customers is obviously a good thing, BUT the key to obtaining a good participation rate and accurate results, is the timing and mechanism of your survey. Unfortunately these are so often forgotten. The result is poor quality data masquerading as “feedback” that can also be damaging for your brand…!

In my lastest post I discuss why surveys often end up being a silent brand killer that also produce skewed data, as well as how to increase survey participation without damaging your brand.... http://bit.ly/1UzaKOR
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Looking forward to helping analytics students be successful at the University of San Francisco #USFCA. Photo via +John Devoy (lots of books ;)
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Google Analytics Accuracy and Matching Transactions
If you have a transactional site, then of course you will want your transactional and product data as measured by Google Analytics, to match the real sales numbers that your back-end system collects. However in reality, these never exactly match due to a number of issues. These include:

1) Processing time differences; 2) Returns; 3) Blocked tracking; 4) Cross-domain tracking issues – the most problematic.

I discuss in detail at http://bit.ly/1spKdwV, but first…

What is an acceptable level of difference..?
Whether comparing Google Analytics e-commerce data or other metrics against your back-end systems, I use a traffic light system to determine if a difference requires action:
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Good input from +Stéphane Hamel  (as always!) though I wanted to add some context to the statement: “You can’t improve a single thing by 1000% but you can improve a 1000 things by 1%”...

Who has the time or resource to find 1000 things?

Of course, its not about silver bullets - rather the combination of doing small "things" that add up to a sum greater than its parts. I recon that is what Stephane is saying...
https://www.clicktale.com/academy/blog/you-think-you-are-customer-centric-and-data-driven-but-are-you-really/

+ClickTale - Note Disqus sets 3rd party cookies so I could not comment on the post itself (I block all 3rd-party tracking by default!)
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 +Stéphane Hamel - always a pleasure to comment on your thoughts/input... Actually the clients we work with tend to still look for silver bullets in their data...

3rd-party tracking:
Even though I am a data expert am I am an advocate of end-user privacy and as such 3rd-party cookies (where my information is passed around the internet to who knows who) is a big no-no. As you know, European digital privacy law requires that my consent is given before I am tracked by any technique/method. So I was surprised not to see this on +ClickTale 's site...
</end of rant :/ >
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Brian Clifton

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Very useful resource/guide for getting stated with Google Analytics from +Supermetrics Ltd 
Published: June 30 2016. How to Quickly Improve Your Google Analytics Skills. IMPROVE GOOGLE ANALYTICS SKILLS · 9-MINUTE READ · By Paul Koks on June 30 2016. What steps do you take to master Google Analytics? Relying on one strategy is not your best choice. Take a structured, well-balanced ...
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Listening to your customers is obviously a good thing, BUT the key to obtaining a good participation rate and accurate results, is the timing and mechanism of your survey. Unfortunately these are so often forgotten. The result is poor quality data masquerading as “feedback” that can also be damaging for your brand…!

In my latest post I discuss why surveys often end up being a silent brand killer that also produce skewed data, as well as how to increase survey participation without damaging your brand.... http://bit.ly/1UzaKOR

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LinkedIn does have the potential to be sooo much better, but does MSFT see it that way?
 
Microsoft to acquire LinkedIn!

I hope this will be the opportunity to revive and revamp LinkedIn, because the value & quality of this platform as eroded significantly over the years.

http://news.microsoft.com/2016/06/13/microsoft-to-acquire-linkedin/
REDMOND, Wash., and MOUNTAIN VIEW, Calif. — June 13, 2016 — Microsoft Corp. (Nasdaq: MSFT) and LinkedIn Corporation (NYSE: LNKD) on Monday announced they have entered into a definitive agreement under which Microsoft will acquire LinkedIn for $196 per share in an all-cash transaction valued at ...
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What is your number one strategy to turn data into actionable insights?
When +Paul Koks came to me with his question, I thought long and hard about how to answer it. Essentially there is no single strategy or silver bullet that an organisation should focus on in order to gain insights (its why I write books on the subject!)

Producing insights requires an understanding of your business and its products, your value proposition, your website content, its engagement points and processes, and of course its marketing plan. Your analytics tool provides the data (and lots of it) that enables you to assess these. However, people—not machines—build insights. Smart people are required to sift through the noise to find the useful data, translate it into information to explain what is happening, then build stories of useful knowledge for the organisation—the insights.

This process is a detailed one by necessity. Building an environment where you can trust your data, understand it, and make important decisions based on it requires a deep level of immersion, not a superficial scan of reports. It also has a breath that, if it is to be successful, it must involve numerous people at senior levels of your organisation. In other words, it’s a “team” effort. In most scenarios this means combining your internal business experts with the expertise of external analytics specialists.

Read the full article - responses from 48 industry experts: http://bit.ly/1UFsEC4
48 Analytics Experts share their number one strategy to turn simple data into actionable insights. Apply the tips and grow your business!
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[post] What’s The Point Of a KPI…? http://bit.ly/1WJpvDk
I was reading an old conference program last week, looking for inspiration to write the program foreword for the excellent upcoming Superweek data event, when I
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Love this little ebook from +Matt Trimmer: 10 very useful tips - http://bit.ly/1S7rJfT  my favourite is #2 (way too often missed)

Access requires membership at +Smart Insights - which I also highly recommend btw (no affiliation with me).
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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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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.