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
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:
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...
- Note Disqus sets 3rd party cookies so I could not comment on the post itself (I block all 3rd-party tracking by default!)
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 's site...
</end of rant :/ >
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
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.
When 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
Access requires membership at - which I also highly recommend btw (no affiliation with me).
- University of BristolChemistry, 1989 - 1995
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.
- Search IntegrationDirector of Data Insights & Analytics, present
- Advanced Web MetricsFounder & Senior Consultant, 2015
- Head of Web Analytics, EMEA, 2005 - 2008
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