Proven Experience

Web Analytics Demystified only employs the "best of the best", and our full-range of analytics and optimization services have helped more Fortune 500 and Global 2,000 firms than any other consultancy in the world.

Learn more about our analytics and optimization service offerings!

"Team Demystified"

Web Analytics Demystified now offers the world's only managed analytics and optimization staffing program, allowing you to expand your team with Demystified vetted, trained, and supported resources.

Learn more about "Team Demystified" or how how you can join our team!

We ARE Analytics

Web Analytics Demystified has been a principle contributor to the growth and development of the web analytics industry since 2005 and we continue that support every day.

Learn more about our efforts including Advanced Analytics Education, Web Analytics Wednesday, Analysis Exchange, ACCELERATE, and more!

Back in 2005 when web analytics was young there was nowhere for analyst to gather and exchange ideas ... so Web Analytics Demystified founded the Web Analytics Forum at Yahoo! Groups. In 2007 there was no way for analysts to meet locally to network over drinks ... so Web Analytics Demystified founded Web Analytics Wednesday. In 2009 it was obvious that the community needed a way for individuals with interest in the field to get hands-on experience doing analysis ... so Web Analytics Demystified founded the Analysis Exchange. And in 2011, when it was obvious that industry conference had become the same old tired thing ... Web Analytics Demystified built ACCELERATE and the unique "Ten Tips in Twenty Minutes" format.

More than any other consulting firm, organization, or group, when Web Analytics Demystified saw a need we stepped up, provided money, resources, and time, and made things happen. Not for money, recognition, or accolades ... but because each and every time it was the right thing to do for the community.

The events, opportunities, and documents listed below are all freely or inexpensively available to each and every member of the analytics community. We hope you will enjoy them as we have and share them with others as we have shared them with you.

Advanced Analytics Education

The Partners at Web Analytics Demystified have been educating the analytics market for as long as anyone in the business. Between our books, our blogs, and hundreds of live and online presentations we have had a positive impact on countless companies and individuals across the globe.

Now we are proud to be making our educational services even more accessible via "Advanced Analytics Education!" These two-day seminars are designed to give you direct access to our Partners and Senior Partners, all at the best price possible. Our next event is an "Adobe Intensive" and will be held on April 23rd and 25th, 2014 in Portland, Oregon.

Learn more about Advanced Analytics Education and register for our Adobe Intensive Now!

Web Analytics Wednesday

Founded in 2005 by Web Analytics Demystified Senior Partner Eric T. Peterson, Web Analytics Wednesday has become the single most popular social network and networking event in the digital measurement sector. Organized by local hosts, paid for by generous sponsors, and enjoyed by over 10,000 people worldwide, Web Analytics Wednesday is the event for web analysts.

Web Analytics Wednesday events happen all over the world, on all five major continents, in hundreds of cities each year. No matter your position, experience, or location if you do digital measurement you are welcome at Web Analytics Wednesday.

Visit Web Analytics Wednesday and start networking in your local analytics community

The Analysis Exchange

The Analysis Exchange is an effort to dramatically increase the number of people on Earth doing web analytics the right way. We provide free web analytics consulting to non-profits and NGOs around the world and our projects take less than four weeks to complete.

Run entirely by Web Analytics Demystified, the Analysis Exchange is creating an entirely new way to teach digital measurement best practices by connecting great causes with experienced mentors and motivated students,

Visit the Analysis Exchange and see how you can jump-start your analytics education

The ACCELERATE Conference

ACCELERATE is like no other digital analytics conference you've been to — our "Ten Tips in Twenty Minutes" format guarantees an information packed day, our speakers are the best in the industry, and at $99 ACCELERATE provides the most bang for your buck possible!

Visit ACCELERATE and see what you have been missing in analytics conferences

Web Analytics Demystified Weblogs

The Web Analytics Demystified Partners were among the earliest bloggers in the web analytics and optimization community with posts dating back to 2002. Since then, as a company we have covered every relevant topic, broken news, and shared ideas that have helped shape the analytics industry we know today. Access our blogs by clicking on the Partner name or image below.

Eric T. Peterson

John Lovett

Adam Greco

Brian Hawkins

Kevin Willeitner

Michele Kiss

Josh West

Tim Wilson

Free Book Downloads

Web Analytics Demystified's Senior Partners have written a handful of the best known books on the subject, including Web Analytics Demystified, The Big Book of Key Performance Indicators, Web Site Measurement Hacks, and more recently Social Media Metrics Secrets.

We are proud to be able to offer Web Analytics Demystified, The Big Book of Key Performance Indicators, and Chapter One from Social Media Metrics Secrets as a free download in Adobe PDF format! We'll even throw in the companion Excel spreadsheets for the Big Book of KPIs to get your digital dashboard efforts off to a great start!

All that we ask in exchange for hundreds of pages of free, relevant content is your email address.

Email Address  

We promise not to share, sell, or otherwise abuse your email address.

Online Presentations

Connecting the Dots: Integrating Web Analytics and Salesforce
Adam Greco presentation at Dreamforce 2011

It used to be acceptable as a marketer to report on lead volume and walk away, but with online marketing driving more of the funnel, measurement and closed-loop reporting are becoming more than just a reality. They're an absolute necessity. In this session you'll hear from industry experts about how you can integrate Web analytics with Salesforce to get more leads and help you close more deals.

Measuring Online Success
Eric T. Peterson presentation at eMetrics Marketing Optimization Summit

Understanding the return on your digital marketing investment requires insight into high-level management issues as well as on-the-page experience optimization. In this presentation, Eric goes over three essential elements in order to succeed with Web Analytics: People, Process, Technology.

Building a Culture of Analytics
John Lovett presentation at Webtrends Engage

The 2010 Webtrends Engage conference in New Orleans featured dozens of short keynote presentations called "Sprints." This video features Senior Partner John Lovett "sprinting" through our views on Creating a Culture of Measurement.

Demystified White Papers

Digital Data Distribution Platforms in Action
Generously sponsored by Tealium

Web Analytics Demystified's white paper, "Digital Data Distribution in Action: A New Approach for Driving Real-Time Marketing Optimization," talks about the emergence of Digital Data Distribution platforms that have the potential to help marketers solve their big data challenges at the source, while also taking action from the data. REGISTRATION REQUIRED FOR DOWNLOAD

Digital Insight Management
Generously sponsored by Sweetspot

This new whitepaper, by Eric T. Peterson of Web Analytics Demystified, examines the minimum requirements for building and maintaining a true Digital Insights capability within your business. Peterson provides "ten tips" for evaluating and improving your company's use of analytics.

Five Tips for Optimizing Site Performance
Generously sponsored by SiteSpect

This new white paper, by Eric T. Peterson of Web Analytics Demystified, will examine the integration and use of performance measurement with optimization technologies. Readers will come away with an objective understanding of how performance impacts other business metrics and how they can evolve their own sites to deliver snappier web and mobile experiences.

The Future of Voice of Customer
Generously sponsored by OpinionLab

This document outlines the ways consumers' interactions with brands and their websites have, in recent years, drastically changed. In the time since Voice of Customer became a more widely accepted way for brands to speak directly with their customers, companies have been gaining valuable insights from feedback spanning the full positive to negative range. As the marketplace matures, so too does the need for Voice of Customer listening platforms to evolve.

Data Quality and the Digital World
Generously sponsored by ObservePoint

In this followup to last year's white paper entitled When More Is Not Better: Page Tags, Eric Peterson of Web Analytics Demystified provides ten tested tips to help you institutionalize an effort to ensure data accuracy, integrity, and trustworthiness across your entire business. Each of these tips are easily executed and will result in a world-class program of data management in your online and mobile-connected channels.

Customer-Centricity in the Digital World
Generously sponsored by Tealeaf

By relating the successes that companies have had migrating their Customer Experience Management efforts out of the back room and up to the board room, this report provides a roadmap to leverage the technology and resources—some of which you likely already have—to simultaneously create business value, customer value, and shareholder value. Authored by Demystified partner Eric T. Peterson, this paper is the "must read" for any business considering an investment in Customer Experience Management.

Dashboards Are Not a Strategy
Generously sponsored by Coremetrics, an IBM Company

It is increasingly difficult to deny the impact that the connected world has on consumers and businesses alike. This impact is creating a whole new set of challenges and opportunities, opportunities that the best of the best are using to create profound competitive advantages. In this unique white paper, Eric T. Peterson reflects on over a dozen years of work in the web analytics field and demystifies what is truly required to build a world class digital measurement, analysis, and optimization capability.

True Profiles: A Contemporary Method for Managing Customer Data
Generously sponsored by Unica, an IBM Company

This paper introduces the concept of a "True Profile" as a means to understand customer behavior, actions and preferences using analytics, thereby creating a foundation for intelligent marketing. The True Profile enables business to build and maintain a "memory" of customers and prospects with the goal of delivering better services. The True Profile is an evolution of web analytics, customer relationship management and marketing automation.

Building a Culture of Measurement
Generously sponsored by Webtrends

We are undoubtedly living in a "big data" world, but how has your corporate culture adapted to take advantage of this unprecedented opportunity? Organizations interviewed by Web Analytics Demystified have harnessed data to create a competitive business in the twenty-first century and, largely, have done so by creating a culture of measurement, analysis, and optimization.

Software or Service: Making an Educated Choice about Delivery Models for Web Analytics
Generously sponsored by Unica, an IBM Company

For years conventional wisdom has been saying that "web analytics is powered by tags and run as software-as-a-service (SaaS)." Web Analytics Demystified has been monitoring a deliberate shift back to software run in-house and this short paper details some of the pros and cons of each strategy.

The Myth of the "Universal Tag" and the Future of Digital Data Collection
Generously sponsored by Ensighten

What is digital data collection like today? How can tag management systems remove some of the drawbacks of vendor taging? Which is the right tag management solution for you? In their new whitepaper, The Future of Digital Data Collection, the world’s leading web analytics consultants at Web Analytics Demystified break down the pitfalls of traditional vendor tag deployments and explain how a tag management system can save you time and resources and give you greater flexibility.

Visitor Engagement: A "No Excuses" Approach to Measure Engagement
Generously sponsored by Nedstat

This white paper presents a practical approach for measuring online engagement and illustrates best practices from key Nedstat clients within the Retail, Media, Travel, and Government sectors. The reasonable framework and actionable guidance found in the study give online marketers the tools to begin measuring engagement, especially when standard performance metrics do not apply. The findings demonstrate that any insight into the behavior and preferences of engaged visitors significantly enhances the online experience, creating value for both business and customer.

Advanced Site Optimization
Generously sponsored by Tealeaf

Have you have committed significant resources to digital analysis only to find that you are getting too much data, too few insights and not nearly the return on investment you expected? There is hope on the horizon. A new breed of technologies is emerging to accelerate time to insight and dramatically improve the value your existing data provides. These second generation digital measurement tools are changing the way web analysts work and, more importantly, are allowing the data we collect to work for the business, not the other way around.

The Mobile Measurement Framework
Generously sponsored by OpinionLab

The mobile era has clearly arrived for consumers and businesses alike. Phones and mobile devices provide engaging and delightful experiences, rapidly transforming from telephonic tools to a complete, "always-on" connection to the digital universe. This white paper addresses the challenges of mobile and multichannel measurement and proposes a new set of measures that transcends devices, platforms, and channels and has the potential to introduce for the first time ubiquitous measures of success across the entire digital landscape.

When More is Not Better: Page Tags
Generously sponsored by ObservePoint

Web analytics and digital measurement solutions are designed to help companies continually measure and improve their online efforts. But because of their relatively low barrier-to-entry, companies are finding problems managing all of their data collection processes. Web Analytics Demystified is recommending the appointment of a "Chief Data Officer" to watch over the organization's tagging efforts. This free white paper outlines the need for better oversight for tag-based analytics and describes the tools every organizations needs to be effective and efficient.

Social Marketing Analytics: A New Framework for Measuring Results
Co-authored with Altimeter Group

While numerous social media measurement technologies exist, no single tool can adequately measure and provide insights for all social marketing activity. As tools evolve, organizations must persevere by aggregating measures and evaluating results in the context of a Social Marketing Analytics framework. This document presents Web Analytics Demystified and Altimeter Group’s recommendations for measuring social media.

Flash LSOs: Is Your Privacy at Risk?
Generously sponsored by BPA Worldwide

Web site owners and operators frequently express concerns about the accuracy of data collected and reported during the audience measurement process. In response to the limitations on browser cookie usage, some site operators are turning to a widely deployed but poorly understood strategy—the use of Flash Local Shared Objects (LSO), as a harder-to-remove alternative to cookies. Learn the reasons for the use of LSOs and the risks LSOs may create from a consumer awareness and privacy perspective.

The Coming Revolution in Web Analytics
Generously sponsored by SAS

The web analytics sector is undergoing a radical transformation in 2009. Basic reporting tools and other first-generation web analytics software are giving way to second- and third-generation applications that will radically change the way you analyze and understand your web site. In this white paper Eric T. Peterson explores what the third-generation of web analytics will look like and how it will power a whole new type of online business.

Successful Web Site Testing Practices
Generously sponsored by SiteSpect

Eric Peterson, noted author and founder and CEO of Web Analytics Demystified, has written a brand new whitepaper to get you started on the road to testing success. In this 32-page whitepaper, well explore ten best practices for making the most of your testing program. Whether you are just getting started or are a testing veteran, there is something for everyone in this whitepaper.

The Truth About Mobile Analytics
Generously sponsored by Nedstat

Eric T. Peterson highlights the opportunities of the mobile internet and exposes the challenges associated with mobile analytics. The paper serves as a guide for companies considering an investment in the mobile channel and who want to ensure their ability to measure mobile as an intergrated component of their customer intelligence efforts.

Appropriate Attribution
Generously sponsored by Coremetrics, an IBM Company

Given that the majority of online advertisers have direct response goals, and that most marketers are still generally unsatisfied with the campaign measurement tools at their disposal, Web Analytics Demystified believes that Appropriate Attribution is the first step towards improving companies collective understanding of their digital marketing efforts.

Creating an Integrated View of Online Customer Behavior
Generously sponsored by Tealeaf

White paper published in collaboration with Tealeaf detailing the relationship between web analytics, customer experience management, and voice of customer technologies in the Web Site Optimization Ecosystem.

Measuring the Immeasurable: Visitor Engagement
A Web Analytics Demystified White Paper

The full-length white paper by Web Analytics Demystified and NextStage Global outlining the Visitor Engagement calculation, its definition and use, and mathematical underpinnings. Co-authored by Eric T. Peterson of Web Analytics Demystified and Joseph Carrabis of NextStage Global.

The Voice of Customer
Generously sponsored by Foresee Results

White paper published in collaboration with ForeSee Results detailing the relationship between web analytics, customer experience management, and voice of customer technologies in the Web Site Optimization Ecosystem.

Measuring Multimedia Content in a Web 2.0 World
Generously sponsored by Nedstat

The study, written by Eric T. Peterson with Michiel Berger from Nedstat, explores the emerging direct measurement model for multimedia content by examining several common business cases for deploying video. It provides a new set of definitions and key performance indicators (KPIs) designed to help companies effectively track their investment in video based content.

The Web Analytics Business Process
A Web Analytics Demystified White Paper

Our overview of the Web Analytics Business Process, outlining ten critical management and operational processes required of any company working to be more successful through investment in web analytics technology.

Web Analytics: A Day a Month
Generously sponsored by Tableau

Eric T. Peterson white paper sponsored by Tableau Software detailing a twelve-step program for companies trying to improve their overall use of web analytics, one month at a time.

Key Performance Indicators for Online Media
Generously sponsored by Newspaper Association of America

Special report on key performance indicators appropriate for newspaper sites and media properties.

Experts Only

Web Analytics Demystified is run by the best known names in the digital analytics and optimization industry. Adam Greco, John Lovett, and Eric T. Peterson form the core of a team with over 100 years of collective experience.

Learn more about Web Analytics Demystified and the work we do!

Analytics Educators

Web Analytics Demystified are among the most respected analytics educators in the digital measurement and optimization industry. We have literally written the book on web analytics.

Learn more about our "Advanced Analytics Education" series!


Recent Blog Posts

Slack Demystified
Adam Greco, Senior Partner

Those of you who follow my blog have come to know that when I learn a product (like Adobe SiteCatalyst), I really get to know it and evangelize it. Back in the 90′s I learned the Lotus Notes enterprise collaboration software and soon became one of the most proficient Lotus Notes developers in the world, building most of Arthur Andersen’s global internal Lotus Notes apps. In the 2000′s, I came across Omniture SiteCatalyst, and after a while had published hundreds of blog posts on Omniture’s (Adobe’s) website and my own and eventually a book! One of my favorite pastimes is finding creative ways to apply a technology to solve everyday problems or to make life easier.

Continue reading this article ... ... more from Adam Greco

Profile Website Visitors via Campaign Codes and More
Adam Greco, Senior Partner

One of the things customers ask me about is the ability to profile website visitors. Unfortunately, most visitors to websites are anonymous, so you don't know if they are young, old, rich, poor, etc. If you are lucky enough to have authentication or a login on your website, you may have some of this information, but for most of my clients the "known" percentage is relatively low. In this post, I'll share some things you can do to increase your visitor profiling by using advertising campaigns and other tools.

Continue reading this article ... ... more from Adam Greco

A Primer on Cookies in Web Analytics
Josh West, Partner

Some of you may have noticed that I don't blog as much as some of my colleagues (not to mention any names, but this one, this one, or this one). The main reason is that I'm a total nerd (just ask my wife), but in a way that is different from most analytics professionals. I don't spend all day in the data - I spend all data writing code. And it's often hard to translate code into entertaining blog posts, especially for the folks that tend to spend a lot of time reading what my partners have to say.

Continue reading this article ... ... more from Josh West

Excel Dropdowns Done Right
Tim Wilson, Partner

Do you used in-cell dropdowns in your spreadsheets? I used them all the time. It's both an ease-of-use and a data quality maneuver: clicking a dropdown is faster than typing a value, and it's really hard to mis-type a value when you're not actually typing!

Continue reading this article ... ... more from Tim Wilson

The Downfall of Tesco and the Omniscience of Analytics
Michele Kiss, Partner

Yesterday, an article in the Harvard Business Review provided food for thought for the analytics industry. In Tesco's Downfall Is a Warning to Data-Driven Retailers, author Michael Schrage ponders how a darling of the "analytics as a competitive advantage" stories, British retailer Tesco, failed so spectacularly - despite a wealth of data and customer insight.

Continue reading this article ... ... more from Michele Kiss

Creating Conversion Funnels via Segmentation
Adam Greco, Senior Partner

Regardless of what type of website you manage, it is bound to have some sort of conversion funnel. If you are an online retailer, your funnel may consist of people looking at products, selecting products, and then buying products. If you are a B2B company, your funnel may be higher-level like acquisition, research, trial and then form completion.

Continue reading this article ... ... more from Adam Greco

10 Tips for Building a Dashboard in Excel
Tim Wilson, Partner

This post has an unintentionally link bait-y post title, I realize. But, I did a quick thought experiment a few weeks ago after walking a client through the structure of a dashboard I'd built for them to see if I could come up with ten discrete tips that I'd put to use when I built it. Turns out…I can!

Continue reading this article ... ... more from Tim Wilson

Exploring Optimal Post Timing ... Redux
Tim Wilson, Partner

Back in 2012, I developed an Excel worksheet that would take post-level data exported from Facebook Insights and do a little pivot tabling on it to generate some simple heat maps that would provide a visual way to explore when, for a given page, the optimal times of day and days of the week are for posting.

Continue reading this article ... ... more from Tim Wilson

What I Love: Adobe and Google Analytics*
Tim Wilson, Partner

While in Atlanta last week for ACCELERATE, I got into the age-old discussion of "Adobe Analytics vs. Google Analytics." I'm up to my elbows in both of them, and they're both gunning for each other, so this list is a lot shorter than it would have been a couple of years ago.

Continue reading this article ... ... more from Tim Wilson

Top 5 Metrics You're Measuring Incorrectly ... or Not
Eric T. Peterson, Senior Partner

Last night as I was casually perusing the days digital analytics news - yes, yes I really do that - I came across a headline and article that got my attention. While the article's title ("Top 5 Metrics You're Measuring Incorrectly") is the sort I am used to seeing in our Buzzfeed-ified world of pithy "made you click" headlines, it was the article's author that got my attention.

Continue reading this article ... ... more from Eric T. Peterson

Bulletproof Business Requirements
John Lovett, Senior Partner

As a digital analytics professional, you've probably been tasked with collecting business requirements for measuring a new website/app/feature/etc. This seems like a task that's easy enough, but all too often people get wrapped around the axle and fail to capture what's truly important from a business users' perspective. The result is typically a great deal of wasted time, frustrated business users, and a deep-seated distrust for analytics data.

Continue reading this article ... ... more from John Lovett

Welcome to Team Demystified: Nancy Koons and Elizabeth Eckels!
Eric T. Peterson, Senior Partner

I am delighted to announce that our Team Demystified business unit is continuing to expand with the addition of Nancy Koons and Elizabeth "Smalls" Eckels. Our Team Demystified efforts are exceeding all expectation and are allowing Web Analytics Demystified to provide truly world-class services to our Enterprise-class clients at an entirely new scale.

Continue reading this article ... ... more from Eric T. Peterson

When to Use Variables vs SAINT in Adobe Analytics
Adam Greco, Senior Partner

In one of my recent Adobe SiteCatalyst (Analytics) "Top Gun" training classes, a student asked me the following question: When should you use a variable (i.e. eVar or sProp) vs. using SAINT Classifications? This is an interesting question that comes up often, so I thought I would share my thoughts on this and my rules of thumb on the topic.

Continue reading this article ... ... more from Adam Greco

5 Tips for #ACCELERATE Exceptionalism
Tim Wilson, Partner

Next month's ACCELERATE conference in Atlanta on September 18th will be the fifth - FIFTH!!! - one. I wish I could say I'd attended every one, but, sadly, I missed Boston due to a recent job change at the time. I was there in San Francisco in 2010, I made a day trip to Chicago in 2011, and I personally scheduled fantastic weather for Columbus in 2013.

Continue reading this article ... ... more from Tim Wilson

I've Become Aware that Awareness Is a #measure Bugaboo
Tim Wilson, Partner

A Big Question that social and digital media marketers grapple with constantly, whether they realize it or not: Is "awareness" a valid objective for marketing activity?

I've gotten into more than a few heated debates that, at their core, center around this question. Some of those debates have been with myself (those are the ones where I most need a skilled moderator!).

Continue reading this article ... ... more from Tim Wilson

Advanced Conversion Syntax Merchandising
Adam Greco, Senior Partner

As I have mentioned in the past, one of the Adobe SiteCatalyst (Analytics) topics I loathe talking about is Product Merchandising. Product Merchandising is complicated and often leaves people scratching their heads in my "Top Gun" training classes. However, many people have mentioned to me that my previous post on Product Merchandising eVars helped them a lot so I am going to continue sharing information on this topic.

Continue reading this article ... ... more from Adam Greco

Team Demystified Update from Wendy Greco
Eric T. Peterson, Senior Partner

When Eric Peterson asked me to lead Team Demystified a year ago, I couldn't say no! Having seen how hard all of the Web Analytics Demystified partners work and that they are still not able to keep up with the demand of clients for their services, it made sense for Web Analytics Demystified to find another way to scale their services. Since the Demystified team knows all of the best people in our industry and has tons of great clients, it is not surprising that our new Team Demystified venture has taken off as quickly as it has.

Continue reading this article ... ... more from Eric T. Peterson

SiteCatalyst Unannounced Features
Adam Greco, Senior Partner

Lately, Adobe has been sneaking in some cool new features into the SiteCatalyst product and doing it without much fanfare. While I am sure these are buried somewhere in release notes, I thought I'd call out two of them that I really like, so you know that they are there.

Continue reading this article ... ... more from Adam Greco

Hello. I'm a Radical Analytics Pragmatist
Tim Wilson, Partner

I was reading a post last week by one of the Big Names in web analytics…and it royally pissed me off. I started to comment and then thought, "Why pick a fight?" We've had more than enough of those for our little industry over the past few years. So I let it go.

Except I didn't let it go.

Continue reading this article ... ... more from Tim Wilson

Competitor Pricing Analysis
Adam Greco, Senior Partner

One of my newest clients is in a highly competitive business in which they sell similar products as other retailers. These days, many online retailers have a hunch that they are being "Amazon-ed," which they define as visitors finding products on their website and then going to see if they can get it cheaper/faster on This client was attempting to use time spent on page as a way to tell if/when visitors were leaving their site to go price shopping.

Continue reading this article ... ... more from Adam Greco

How to Deliver Better Recommendations: Forecast the Impact!
Michele Kiss, Partner

One of the most valuable ways to be sure your recommendations are heard is to forecast the impact of your proposal. Consider what is more likely to be heard: "I think we should do X ..." vs "I think we should do X, and with a 2% increase in conversion, that would drive a $1MM increase in revenue ..."

Continue reading this article ... ... more from Michele Kiss

ACCELERATE 2014 "Advanced Analytics Education" Classes Posted
Eric T. Peterson, Senior Partner

I am delighted to share the news that our 2014 "Advanced Analytics Education" classes have been posted and are available for registration. We expanded our offering this year and will be offering four concurrent analytics and optimization training sessions from all of the Web Analytics Demystified Partners and Senior Partners on September 16th and 17th at the Cobb Galaria in Atlanta, Georgia.

Continue reading this article ... ... more from Eric T. Peterson

Product Cart Addition Sequence
Adam Greco, Senior Partner

In working with a client recently, an interesting question arose around cart additions. This client wanted to know the order in which visitors were adding products to the shopping cart. Which products tended to be added first, second third, etc.? They also wanted to know which products were added after a specific product was added to the cart (i.e. if a visitor adds product A, what is the next product they tend to add?). Finally, they wondered which cart add product combinations most often lead to orders.

Continue reading this article ... ... more from Adam Greco

7 Tips For Delivering Better Analytics Recommendations
Michele Kiss, Partner

As an analyst, your value is not just in the data you deliver, but in the insight and recommendations you can provide. But what is an analyst to do when those recommendations seem to fall on deaf ears?

Continue reading this article ... ... more from Michele Kiss

Overcoming The Analyst Curse: DON'T Show Your Math!
Michele Kiss, Partner

If I could give one piece of advice to an aspiring analyst, it would be this: Stop showing your "math". A tendency towards "TMI deliverables" is common, especially in newer analysts. However, while analysts typically do this in an attempt to demonstrate credibility ("See? I used all the right data and methods!") they do so at the expense of actually being heard.

Continue reading this article ... ... more from Michele Kiss

Making Tables of Numbers Comprehensible
Tim Wilson, Partner

I'm always amazed (read: dismayed) when I see the results of an analysis presented with a key set of the results delivered as a raw table of numbers. It is impossible to instantly comprehend a data table that has more than 3 or 4 rows and 3 or 4 columns. And, "instant comprehension" should be the goal of any presentation of information - it's the hook that gets your audience's brain wrapped around the material and ready to ponder it more deeply.

Continue reading this article ... ... more from Tim Wilson

Automating the Cleanup of Facebook Insights Exports
Tim Wilson, Partner

This post (the download, really - it's not much of a post) is about dealing with exports from Facebook Insights. If that's not something you do, skip it. Go back to Facebook and watch some cat videos. If you are in a situation where you get data about your Facebook page by exporting .csv or .xls files from the Facebook Insights web interface, then you probably sometimes think you need a 52" monitor to manage the horizontal scrolling.

Continue reading this article ... ... more from Tim Wilson

The Recent Forrester Wave on Web Analytics ... is Wrong
Eric T. Peterson, Senior Partner

Having worked as an industry analyst back in the day I still find myself interested in what the analyst community has to say about web analytics, especially when it comes to vendor evaluation. The evaluations are interesting because of the sheer amount of work that goes into them in an attempt to distill entire companies down into simple infographics, tables, and single paragraph summaries.

Continue reading this article ... ... more from Eric T. Peterson

Funnel Visualizations That Make Sense
Tim Wilson, Partner

Funnels, as a concept, make some sense (although someone once made a good argument that they make no sense, since, when the concept is applied by marketers, the funnel is really more a "very, very leaky funnel," which would be a worthless funnel - real-world funnels get all of a liquid from a wide opening through a smaller spout; but, let's not quibble).

Continue reading this article ... ... more from Tim Wilson

Reenergizing Your Web Analytics Program & Implementation
Adam Greco, Senior Partner

Those of you who have read my blog posts (and book) over the years, know that I have lots of opinions when it comes to web analytics, web analytics implementations and especially those using Adobe Analytics. Whenever possible, I try to impart lessons I have learned during my web analytics career so you can improve things at your organization.

Continue reading this article ... ... more from Adam Greco

Registration for ACCELERATE 2014 is now open
Eric T. Peterson, Senior Partner

I am excited to announce that registration for ACCELERATE 2014 on September 18th in Atlanta, Georgia is now open. You can learn more about the event and our unique "Ten Tips in Twenty Minutes" format on our ACCELERATE mini-site, and we plan to have registration open for our Advanced Analytics Education pre-ACCELERATE training sessions in the coming weeks.

Continue reading this article ... ... more from Eric T. Peterson

Current Order Value
Adam Greco, Senior Partner

I recently had a client pose an interesting question related to their shopping cart. They wanted to know the distribution of money its visitors were bringing with them to each step of the shopping cart funnel.

Continue reading this article ... ... more from Adam Greco

A Guide to Segment Sharing in Adobe Analytics
Tim Wilson, Partner

Over the past year, I've run into situations multiple times where I wanted an Adobe Analytics segment to be available in multiple Adobe Analytics platforms. It turns out…that's not as easy as it sounds. I actually went multiple rounds with Client Care once trying to get it figured out. And, I've found "the answer" on more than one occasion, only to later realize that that answer was a bit misguided.

Continue reading this article ... ... more from Tim Wilson

Currencies & Exchange Rates
Adam Greco, Senior Partner

If your web analytics work covers websites or apps that span different countries, there are some important aspects of Adobe SiteCatalyst (Analytics) that you must know. In this post, I will share some of the things I have learned over the years related to currencies and exchange rates in SiteCatalyst.

Continue reading this article ... ... more from Adam Greco

Linking Authenticated Visitors Across Devices
Adam Greco, Senior Partner

In the last few years, people have become accustomed to using multiple digital devices simultaneously. While watching the recent winter Olympics, consumers might be on the Olympics website, while also using native mobile or tablet apps. As a result, some of my clients have asked me whether it is possible to link visits and paths across these devices so they can see cross-device paths and other behaviors.

Continue reading this article ... ... more from Adam Greco

The 80/20 Rule for Analytics Teams
Eric T. Peterson, Senior Partner

I had the pleasure last week of visiting with one of Web Analytics Demystified's longest-standing and, at least from a digital analytical perspective, most successful clients. The team has grown tremendously over the years in terms of size and, more importantly, stature within the broader multi-channel business and has become one of the most productive and mature digital analytics groups that I personally am aware of across the industry.

Continue reading this article ... ... more from Eric T. Peterson

Ten Things You Should ALWAYS Do (or Not Do) in Excel
Tim Wilson, Partner

Last week I was surprised by the Twitter conversation a fairly innocuous vent-via-Twitter tweet started, with several people noting that they had no idea you could simple turn off the gridlines.

Continue reading this article ... ... more from Tim Wilson

Omni Man (and Team Demystified) Needs You!
Adam Greco, Senior Partner

As someone in the web analytics field, you probably hear how lucky you are due to the fact that there are always web analytics jobs available. When the rest of the country is looking for work and you get daily calls from recruiters, it isn't a bad position to be in! At Web Analytics Demystified, we have more than doubled in the past year and still cannot keep up with the demand, so I am reaching out to you ...

Continue reading this article ... ... more from Adam Greco

A Useful Framework for Social Media "Engagements"
Tim Wilson, Partner

Whether you have a single toe dipped in the waters of social media analytics or are fully submerged and drowning, you've almost certainly grappled with "engagement." This post isn't going to answer the question "Is engagement ROI?" ...

Continue reading this article ... ... more from Tim Wilson

It's not about "Big Data", it's about the "RIGHT data"
Michele Kiss, Partner

Unless you've been living under a rock, you have heard (and perhaps grown tired) of the buzzword "big data." But in attempts to chase the "next shiny thing", companies may focus too much on "big data" rather than the "right data."

Continue reading this article ... ... more from Michele Kiss

Eric T.








Contact Us

You can contact Web Analytics Demystified day or night via email or by reaching out to one of our Partners directly.

» Contact Information

Web Analytics Demystified, Inc.
P.O. Box 13303
Portland, OR 97213
(503) 282-2601

Useful Links