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White PapersThe following white papers have all been authored by Web Analytics Demystified partners and many are generously sponsored by our vendor clients. If you'd like information about our sponsored papers please contact us. White Papers Written by Web Analytics DemystifiedDigital Insight Management
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
This new whitepaper, 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. REGISTRATION REQURIED The Future of Voice of Customer
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
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
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
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
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
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
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
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
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
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
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
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
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?
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
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
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. REGISTRATION REQURIED The Truth About Mobile Analytics
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
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
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
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
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
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
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
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
Special report on key performance indicators appropriate for newspaper sites and media properties. |
