Analytics Roadmap
In a recent article, When Analytics is King, Segmentation and Targeting are Queens, I was giving my opinion on how important segmentation is to do a better analytics job. There is various ways of doing segmentation and one of the efficient one is to based your audience segmentation on personae. Personae concept goes beyond demographic segmentation, I will soon dive deeper into this subject in the meantime, this article helps to understand the usage of personae in digital marketing.
This topic is very large, my objective here is to finish Tim Ash’ book: Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, this book covers how to prepare all types of content for testing, how to interpret results, recognize the seven common design mistakes, and much more.(Amazon quote). I start reading it few weeks ago, it’s a highly valuable book, can’t wait to share with you a full review of it.
Hopefully, performance improvement is a journey, not a destination. When it comes to digital marketing and campaign budget allocation, the equation gets more and more complex as the channels are numerous (Search, Display, Facebook etc.) and understanding each channel contribution to your performance (revenue, micro conversions, user experience…) is a tough job. Attribution models and testing is a step in this journey.
This hilarious video of Google Analytics reminds me, how important site search is, I remember reading in a usability study that approx. 30% of your visitors will ignore your navigation, content links and hero images and use ONLY your internal search tool to look for what they are searching.
Well, I do hate common views however this one worth taking the time to dig a little deeper and capture the main metrics to help your visitors find what they are looking for in your website in a efficient way.
A few articles this month claims : 2013 is the year of mobile analytics or 2013 is still not the year of mobile analytics, 2013 is the year of … Well, i don’t really care as the platform of today is certainly the old man of tomorrow’s platform. So I want 2013 to be the year of cross platform analytics : mobile, tablets, desktop, Tv… Whatever ! Where your clients/prospects are, you want to be looking at!
About that, I wish to use and write about and compare those unified audience cross-platform audience measurement tools :
- Media Metrix® Multi-Platform from comScore
- Universal Analytics from Google Analytics
I joined the Analysis Exchange as a mentor last year, I didn’t have the chance to participate yet, well I hope that 2013 will be the year of my contribution. This exchange is a pretty exiting project run by Web Analytics Demystified to increase practice of web analytics by providing free web analytics consulting to non-profits and NGOs around the world.
Thanks for reading so far ! If you liked this article please spread the love…
Digital Marketer & Web Analyst since 7 years. Associate Digital Analytics Director at MRM Hong Kong. Webmarketing, Ecommerce, Webanalytics & Conversion Rate Optimization + User experience passionate.
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[...] from being pretty happy to have one of my action item from my 2013 Analytics roadmap achieved, it was a really interesting and rewarding experience that I look forward to renew ! And [...]