Web Analytics and Optimization Consulting

We have listed our current services offerings below. If you see what you're looking for get in touch with us and we can discuss how we can help your company.

Contact Web Analytics Demystified

Web Analytics Demystified approaches web analytics and optimization consulting like no one else. Our firm is staffed entirely by experts — we don't have "entry level staff", junior analyst, account managers, or annoying sales people. What's more, we don't sell "hours" or "time and materials" engagements — we sell 100% client satisfaction. If you're not happy with our work for any reason we will keep working until you are.

If you're frustrated with the support you've been getting from your analytics consulting firm ... if you're tired of dealing with a "revolving door" of analysts ... if your vendor has been sold or is in danger of going out of business ... or if you're just tired of paying too much for the same old crappy results, call us.

Contact us today to learn about our consulting services!

Strategic Audit and Transformation Roadmap

Our Strategic Audit and Transformation Roadmap engagement is designed to help any organization dramatically improve their return on investment in digital measurement, analysis, and optimization. Beginning with a Strategic Value Assessment, Senior Partners Eric T. Peterson and John Lovett will conduct a 200-point audit detailing your business' current use of technology, human resources, and business processes as well as how you govern these activities.

Strategic Value Assessment

We compare your assessment against our framework designed to maximize effectiveness by shifting the focus of digital analytics from data collection and reporting to insights and actions. Our Senior Partners will then transform your audit into a detailed 12 to 24-month strategic roadmap describing the priorities and necessary changes. This framework becomes your business’ task list to govern a digital analytics transformation.

Areas we typically explore during these sessions include:

  • Staffing and resource allocation
  • Current technology and vendor relationships
  • Management's approach and expectations for analysis
  • End-user understanding and use of analytics
  • Fundamental web analytics business processes
  • Report automation and support for self-service
  • Measurement of emerging media and technology

Our strategy work has benefited many of the best known companies around the world including Best Buy, AARP, Phillips, Dell, and many, many more. The Strategic Value Assessment and Strategy Roadmap Development offering is typically coupled with our Executive Retainer Services to ensure adherence to the plan and to account for myriad changes as they occur.

SiteCatalyst Audit and Transformation Roadmap

When it comes to Adobe SiteCatalyst, there is no other firm that can match Web Analytics Demystified's expertise. The SiteCatalyst Audit engagement is designed to help you maximize your investment in SiteCatalyst. During this engagement you will work directly with Senior Partner Adam Greco, the world's most recognized authority on SiteCatalyst, to evaluate and dramatically improve your use of the SiteCatalyst web analytics solution. Adam Greco, one of the early employees of Omniture, has helped clients across the globe audit and improve their SiteCatalyst implementations. Through his Inside SiteCatalyst blog and his "Omni Man" Omniture blog, Adam Greco has shared more education, tips and tricks related to SiteCatalyst than anyone else worldwide. In 2012, Adobe has tapped Adam Greco to write the first-ever book on Adobe SiteCatalyst - The Adobe SiteCatalyst Handbook: An Insider's Guide.

Every business using SiteCatalyst strives to have its implementation capture the most valuable pieces of data possible to meet website objectives. Unfortunately, it is often the case that SiteCatalyst implementations devolve over time. Whether the cause is ever-changing requirements, new team members, or a lack of experience, many SiteCatalyst implementations end up delivering incrementally smaller insights, value, and return on investment. Additionally, since every business is unique, there has traditionally not been a guide that will tell businesses what they should and should not be tracking in SiteCatalyst.

At Web Analytics Demystified, we have been associated with hundreds of SiteCatalyst implementations over the past decades and have used this experience to create a proprietary SiteCatalyst Audit framework that encompasses the “best practices” we see across the most successful companies. Our SiteCatalyst Audit allows us to rate or score any SiteCatalyst implementation, regardless of maturity or industry vertical and make strategic recommendations for improvement.

During the SiteCatalyst Audit, Web Analytics Demystified will review your primary dataset and score it against our SiteCatalyst Audit framework. While our SiteCatalyst Audit framework has over 100 different elements, we tailor our assessment to each client’s specific needs and vertical market.

Omniture Value Assessment

To learn more about the SiteCatalyst Audit, you can read Adam Greco's SiteCatalyst Audit blog post.

During the SiteCatalyst Audit, Web Analytics Demystified will help you understand::

  • How your digital analytics practice compares to that of your peers
  • How your existing digital measurement efforts are creating tangible business value
  • What percentage of your investment is being used appropriately
  • Which areas of improvement are likely to produce the greatest gains

Adam's work with SiteCatalyst has helped hundreds of companies around the world including Best Buy, AutoDesk, Symantec, Nike, and more.

Testing Platform Audit and Transformation Roadmap

Testing, targeting and site optimization is perhaps the single hottest topic in the digital measurement space these days and for good reason: testing is a well-proven strategy to begin to transform digital measurement from a cost center into a profit center for the business. But testing isn’t easy — far from it, despite what some will say — and a solid testing and targeting program for your business requires more upfront consideration than most companies realize.

At Web Analytics Demystified we have helped many of the best known companies on the Internet develop and implement their testing and optimization efforts, and have worked side-by-side with clients who have literally created millions of incremental dollars from little more than solid insights and well-written test plans.

As part of our Testing Audit and Framework Development offering we will help your business:

  • Audit your existing testing and content deployment process
  • Select an appropriate vendor, if necessary, or develop in-house testing technology
  • Develop accurate and sustainable procedures to implement a testing program
  • Automate the quality assurance and “test the test” processes
  • Run a testing program from end-to-end, including implementation, test development, and analysis

We believe this last point is perhaps the most significant: if you want to get testing off the ground quickly within your business, Web Analytics Demystified has the demonstrated experience to make that happen.

Adobe Analytics and Google Analytics Implementation

Web Analytics Demystified provides a wide range of implementation services designed to provide the greatest return on investment and truly maximize the downstream efficiency of any team relying on the accuracy of their data. By optimizing implementation offerings through standardized processes and technological automation our clients create sustainable, repeatable processes to eliminate the natural chaos that can exist between all of the touch points found within a "move-to-production" model.

We collaborate with Development and Operational teams to deliver the following types of services:

  • Operational process architecture to establish appropriate development governance
  • Functional gap analysis to identify missing business, analytical, or reporting requirements
  • Technical requirements analysis to support the functional deployment of digital measurement and optimization technologies across one or many sites
  • Ongoing development support and hands-on assistance
  • Technical automation process development
  • Data architecture planning and support

Web Analytics Demystified have led and participated in many of the most complex and comprehensive digital measurement system deployments in the past ten years and have both the experience and technical knowledge required to save your business significant costs and headaches.

Ongoing Reporting, Analysis, and Staff Development

Without a doubt, the single most important component of any digital measurement program is people. Hard-working researchers to pull the right data, smart analysts to translate the data into valuable insights, and sophisticated managers to present those insights in such a way that management can use them to take action. Unfortunately all too many companies have far too few people focused on digital measurement efforts internally. The reasons are myriad — no budget, hard to find qualified staff, salaries are too high, etc. — but at the end of the day, not having people committed to ongoing reporting and analysis destroys nearly all of your investment in measurement technology.

Web Analytics Demystified can help you solve your people problem. Our analysts have worked in the measurement industry for a minimum of three years, either for a major vendor like Adobe Analytics or a business powerhouse like Salesforce.com, Ariba, or HP. Through our Ongoing Reporting and Analysis service offering, Web Analytics Demystified can:

  • Provide mentoring and staff augmentation to your current digital measurement team
  • Assume responsibility for whatever level of regular reporting you require
  • Assume responsibility for the regular production of analysis and insights
  • Provide regular reporting to whichever lines or levels of business you require
  • Create new reports, improve existing reports, and help sunset reports that don’t work

Our most popular offering, and one that can be leveraged by nearly any size business, our Ongoing Reporting, Analysis, and Staff Development service can help you profoundly transform your investment in measurement.

Social Analytics Audit and Transformation Roadmap

Social media is the fastest emerging channel in the digital spectrum, and while many companies are investing heavily in their social marketing activities few have taken the time to create strategic plans for measuring this investment. In many cases analytics is the afterthought and costly initiatives launch without adequate measures of success in place.

Web Analytics Demystified has applied our significant experience measuring and analyzing online properties to social media. The result is our Social Analytics Framework, co-authored with Jeremiah Owyang and Charlene Li of Altimeter Group. Developed by the forward-most thinking professionals in digital measurement and analysis, we deliver an offering like none other.

The Social Analytics Audit and Strategy Roadmap provides clients with:

  • Strategic alignment of corporate objectives and social media measures of success
  • Program level perspective on metrics that matter to your business
  • Recommendations for social media data collection and analysis
  • Business user training on the value of social media metrics
  • A scalable framework that transcends channels by covering the business

Regardless of whether you are focused on Twitter, Facebook, or something completely new in social media, Web Analytics Demystified’s Senior Partners are here to help you establish a program for social media analytics.

Training and Educational Services

Most companies jump right into using digital measurement and optimization tools without having fully been trained on all of their capabilities. At Web Analytics Demystified we believe this is a huge mistake: why would you expect to appreciate any financial benefit from your investment in digital measurement without ensuring your staff are able to take complete advantage of the technology provided? Web Analytics Demystified employs some of the world’s leaders in digital measurement technology and, through our educational services, can help your team go above and beyond what most end-users know about their web analytics tools.

Training and educational services can be provided on-site or online and include the following:

  • Role based training to cover all phases of an end-user’s progression
  • Training by vertical, use-case, and user experience
  • “Train-the-trainer” sessions for deeper level insights
  • Custom video and “on-demand” training
  • Custom documentation services

The Web Analytics Demystified Partners have directly trained and indirectly influenced thousands of analysts and measurement practitioners around the world since 2002.

Tag Management Vendor Selection and Deployment

As web sites become increasingly complicated nearly every organization eventually realizes they have far too many tag-based systems deployed in far too haphazard a manner. The solution is the deployment of a Tag Management System (TMS), essentially a content management system for tag-based applications. Web Analytics Demystified are recognized thought-leaders on the subject of TMS and can help you audit your site and organization to determine:

  • Whether tag management is appropriate for your site and situation
  • What benefits a tag management system is likely to provide your business
  • Which of the emerging TMS vendors are most suitable for your needs
  • How to best migrated from a “multitude” to a “managed” tag environment

If you have interest in this exciting approach towards data collection and digital systems management we recommend reading our white paper on the subject, The Myth of the Universal Tag.

Custom Dashboard Development and Support

Communicating web analytics results in an easily understood and sustainable format is often considered the “last mile” of any web analytics deployment. Web Analytics Demystified works with multiple digital measurement solutions, vendors, and platforms to create integrated, multi-channel dashboards and holistic “effectiveness monitoring” across the business. Our highly customized solutions are able to support:

  • Custom views for specific internal audiences
  • Multi-channel, multi-system, and multi-vendor data integration
  • Data integration and distribution across the Enterprise via custom APIs
  • Full process integration support for existing reporting efforts

If you'd like a live demonstration of our dashboards or would like to discuss our approach towards data integration and visualization please email us directly.

"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!

Legendary Support

Between Web Analytics Wednesday, the Analysis Exchange, and our ACCELERATE conference, Web Analytics Demystified has continually supported the analytics community since 2005.

Learn more about Web Analytics Demystified's longstanding commitment to the web analytics community!

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

Is On-Demand Radio the Next Big Digital Channel?
Tim Wilson, Partner

No, I’m not referring to SecondLife (which, BTW, is still around and, apparently, still has life in it). I’m referring to the fact that podcasts just turned ten, and there are a lot of signs that they might be one of the "next big things" in digital. Earlier this year, when I wrote a post announcing the launch of the Digital Analytics Power Hour podcast, I listed three examples as to how it seemed like podcasts were making a comeback ...

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The Right Use for Real Time Data
Michele Kiss, Senior Partner

Vendors commonly pitch the need for “real-time” data and insights, without due consideration for the process, tools and support needed to act upon it. So when is real-time an advantage for an organization, and when does it serve as a distraction? And how should analysts respond to requests for real-time data and dashboards?

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

Using Excel to Count Text Occurrences
Tim Wilson, Partner

I had this come up a couple of weeks ago with a client, and I realized it was something I’d done dozens of times…but had never written down the “how” on doing. So, here we go. This is a post about one very specific application of Excel, but it is also implicitly a post about how, with an intermediate level of knowledge of Excel, with a little bit of creativity, and a strong aversion to manually parsing/copying/pasting anything, a spreadsheet can accomplish a lot! And very quickly!

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The Curse of Bounce Rate and 'Easy' Metrics ...
Michele Kiss, Senior Partner

One of the benefits of having a number of friends in the analytics industry is the spirited (read: nerdy) debates we get in to. In one such recent discussion, we went back and forth over the merits of "bounce rate." I am (often vehemently) against the use of "bounce rate." However, when I stepped back, I realized you could summarize my argument against bounce rate quite simply ...

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Happy New Year from Web Analytics and Team Demystified
Eric T. Peterson, Senior Partner

Happy belated new year to everyone reading this blog — on behalf of everyone at Web Analytics Demystified and Team Demystified I sincerely hope you had a wonderful and relaxing holiday season and that you’re ready to wade back into the analytical and optimization fray! Since I last wrote a few cool things have happened ...

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Introducing the Digital Analytics Power Hour Podcast
Tim Wilson, Partner

Happy New Year! Reflecting on 2014, I have to give it high marks from a personal and professional fulfillment front, and I’m looking to outperform those results in 2015 ... by podcasting!

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Every Analyst Should Follow fivethirtyeight.com
Tim Wilson, Partner

I’ll admit it: I’m a Nate Silver fanboy. That fandom is rooted in my political junky-ism and dates back to the first iteration of fivethirtyeight.com back in 2008. Since then, Silver joined the New York Times, so fivethirtyeight.com migrated to be part of that media behemoth, and, more recently, Silver left the New York Times for ESPN — another media behemoth.

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Demystified's Data Governance Principles
John Lovett, Senior Partner

In digital analytics, "Governance" is a term that is used casually to mean many different things. In our experience at Web Analytics Demystified, every organization inherently recognizes that governance is an important component of their data strategy, yet every company has a different interpretation of what it means to govern their data. In an effort to dispel the misconceptions surrounding what it means to truly steward digital data, Web Analytics Demystified has developed seven data governance principles that all organizations collecting and using digital data should adhere to.

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Three Foundational Tips to Successfully Recruit in Analytics
Michele Kiss, Partner

Hiring in the competitive analytics industry is no easy feat. In most organizations, it can be hard enough to get headcount – let alone actually find the right person! These three foundational tips are drawn from successful hiring processes in a variety of verticals and organizations.

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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.

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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.

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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.

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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!

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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.

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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.

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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!

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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!).

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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.

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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.

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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.

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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.

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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 Amazon.com. 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.

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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 ..."

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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.

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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.

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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?

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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.

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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.

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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.

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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.

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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).

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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 ...

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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?" ...

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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."

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P.O. Box 13303
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(503) 282-2601

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