Start Building Your Analytics Toolkit and Put it to Good Use

February 27th, 2011

analytics-toolboxOver the last few months, I have received emails asking for advice on how to get started in Web Analytics.

I’m honored that I am getting asked that, but I am by no means even close to an expert like Avinash Kaushik or John Marshall.  BTW – I have to say that they are tough instructors! I highly recommend the 3 month Analytics Certificate that they offer through MarketMotive.

It’s hard to give advice to someone on where to start, because their past experiences may or may not be related.  But I try to give context to the paths I have taken and to what training, resources and tools I use.

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Understanding Your Online Lead Generation Efforts & Spend with Key Performance Indicators

December 9th, 2010

key performance indicatorsThree weeks ago I presented on a panel at a BCTIA event (”Getting More Leads, More Revenue from your Website”) and I talked about “Understanding Your Online Lead Generation Efforts & Spend with Key Performance Indicators”.

I shared with the group to ignore stand alone metrics and to invest more time in defining and understanding your companies key performance indicators with graphs. By doing so, it will give you more confidence to benchmark and allocate funds and resources in the right places. You will also be able to optimize your efforts and online advertising spend later on by doing deeper dives to get the most out of your return on investment.

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Analyzing Your Website Data – Onsite Search is a No-Brainer

October 4th, 2010

onsite search analysisDo you feel like a reporting squirrel (a term coined by Avinash Kaushik) that does nothing actionable with your web metrics because no one else embraced data-driven culture within your organization? I felt that way in the past, but not so much lately.

Data-Driven Culture
I am very proud to be a web analyst (part of my many roles at ActiveState) so I can help improve site conversions and increase site traffic. Recently our marketing team has been stepping up and fixing many actionable areas (website improvements, SEO, conversion funnels etc.) based on my monthly data analysis and recommendations. This is totally awesome that we are embracing a data-driven culture as a team – more so now, since our new website launched! I cannot stress how important it is to have team members to see the value, understand the priority and pitch in with content -  it is a collaborative process.  One thing I want to stress though, is the web analyst has to evangelize and educate the team on how to become data-driven…and don’t give up -  if it is you who wears that hat!

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15 Reasons Why You Should Take the Certified Web Analyst Test

August 16th, 2010

web analyst certificate testAs of August 2, 2010, the Web Analytics Association (WAA) has launched it’s formal Web Analyst Certification Program™. It is a voluntary certification program that is offered worldwide at 60 testing centers. The purpose of the program is to provide a mechanism for individuals to obtain professional recognition after demonstrating their knowledge of and competency within the web analytics industry. Certification will be issued to each qualified person upon meeting WAA’s required education, experience, and examination requirements.

I am a huge fan of the certification test and just registered myself. I am waiting for confirmation back to when my test date will be (I’m hoping in September).

Update Sept 9th, 2010 - I have officially passed the exam and now a Certified Web Analyst (The very first person in Western Canada – how sweet is that!). View the list of Web Certified Analyst here.

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My Top Ten Takeaways From eMetrics and SMX Toronto 2010

April 25th, 2010

toptenemetrics10From April 7- 9th, 2010, I  attended both eMetrics and Search Marketing Expo (SMX Toronto).   This was my first time to eMetrics Toronto but my fourth time for SMX – I was impressed as it was a really great conference for learning best practices with web analytics, SEO, SEM and social media.

I had attended many tracks and  have compiled my favorite key take-aways below.

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