One of my consultants caught me in the hall last week and asked what I thought about visitor engagement. A customer of his developed a complex formula — a mashup of metrics — to measure “Visitor Engagement” on his site. The idea is that this will feature prominently in executive dashboards.  If the number goes up, great.  … Read more »

• Matt Belkin
• 4 responses
•  Web analytics

Sometimes I feel like a marriage counselor. People ask me all the time how to sell the idea of web analytics within the organization, how to rekindle the enthusiasm that everyone felt back when they first signed on for web analytics.
As with any relationship, enthusiasm for web analytics doesn’t grow on its own, and … Read more »

• Matt Belkin
• 0 responses
•  Web analytics

This is the fourth - and arguably most important - in a series of posts about the measurement of online advertising, and why I think time-spent-on-site, which I wrote about last time, is far from the panacea many believe it will be.

Now I come to impressions, a big ugly elephant in the room that’s … Read more »

• Matt Belkin
• 1 response
•  Web analytics

This is the third in a series of posts in which I discuss the potential “best” measurement for online advertising. While some audience measurement firms believe time-spent-on-site is set to take over the waning page view as the most effective measure of visitor engagement, I believe they’re wrong.
I believe it is actually impressions that should … Read more »

• Matt Belkin
• 3 responses
•  Web analytics

In my last post, I discussed audience measurement - unique visitors, page views, time spent on site, and impressions - and why I believe time spent on site is not, contrary to what some are saying in the trade press, the best metric for measurement. Today, more details on why page views are not necessarily … Read more »

• Matt Belkin
• 1 response
•  Web analytics

Hello, everyone. Here’s a nice meaty post for you to sink your teeth into. And, it will be followed by several more, just as meaty, because I’ve decided to focus on one of the most controversial topics in the industry right now: audience measurement.
The credibility of audience measurement data from firms like comScore, Hitwise … Read more »

• Matt Belkin
• 6 responses
•  Web analytics

It is rare in this world that we get to experience public vindication of our ideas. So it was with excitement that I read on the SeekingAlpha blog about Yahoo president Susan Decker’s comments during the company’s fourth quarter earnings call. I must have missed this when it first came out with all … Read more »

• Matt Belkin
• 7 responses
•  Web analytics

Greetings everyone! It’s official – my office has become an aluminum tube at 37,000 feet as I travel the global presenting at our international Omniture Summits. Since our Salt Lake City Summit in early March, I’ve been down to Sydney, over to Paris, and just this past week up to Copenhagen. … Read more »

• Matt Belkin
• 0 responses
•  Web analytics

Pitfall #5. Boiling the ocean
When deploying analytics, you should aim to reach as broad as possible across all your customer touchpoints. You need to if you want to be considered strategic. Your ability to optimize and understand the customer lifecycle is directly related to how comprehensive you can be with measurement.

• Matt Belkin
• 2 responses
•  Web analytics

Analytics can be like a kid in a candy store…when a company sets off to put a new analytics system into place, they get so excited about all the things they’ll be able to measure that they forget many vital elements they need to think about before ever deploying the platform.  Here are five … Read more »

• Matt Belkin
• 3 responses
•  Web analytics