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By now, you’ve realized you need a mobile presence. Or maybe you already have one, or are trying to figure out whether it’s really working for you. Is it time for phase two? Your current state aside, chances are you’ve got mobile on the mind. But how do you know what your visitors want? It’s not rocket science. In fact, you have a lot of data and insights stockpiled already. Over the next few weeks, I’ll share some details with you about how to conduct your own DIY user research to better plan for your next mobile venture. This week, we’ll start by using website analytics. After that, we’ll explore interviews and surveys…you know, talking to real people. Why use analytics? Almost everyone has Google Analytics or some other web analytics package installed. Even if you haven’t been actively using it, the tool has. It’s been busy collecting valuable usage data. There are a few benefits to using web analytics … Continue reading
Posted in: Analytics and Metrics, mobile, user experience
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Data is cheap. Just log into Google Analytics and see for yourself. Awaiting you are mountains of free data points about your website’s visitors, sessions, referrals and keywords, organized neatly into tables and sortable by hour back into the dark recesses of web history. Mountains of data. All at your fingertips. All free. But you know what isn’t cheap? Analysis. Google rolled out a new version of Google Analytics last year, which it claimed is easier to use, with a sleeker interface and faster reporting. After months of beta testing, the results are in: people hate it. Cross-referencing of data from multiple reports is no longer readily available. Data that used to be divisible by visitor or by keyword is now lumped together in inseparable totals. Adding insult to injury, reports can no longer be exported to PDF. Analytics gurus are clamoring for features that are no longer available, but despite the outcry, Google will soon be enforcing this new … Continue reading
Posted in: Analytics and Metrics
In today’s revolutionary new marketing landscape, consumers have become more confident, capable and impatient. They know what they want, based on the fabulous wealth of data in search, and the trusted reviews of their peers in social networks. Even while traditional marketing continues to over-saturate every aspect of their lives, consumers are increasingly enlightened to aggressive modern marketing tactics: they know when a Facebook campaign reeks of shameless self-promotion, or when promotional Tweets sound like spam. As social media adoption reaches a level previously inconceivable – and growing still – it seems as if marketing power has finally returned to the people. As Chief Marketing Officers struggle to shift gears, stubborn or inflexible brands are the ones likely to be left behind. According to a recent study by IBM, the four biggest challenges facing CMOs today are an enormous increase of data, the growing importance of social media, ever-expanding channels and devices, and shifts in consumer demographics. A cynical brand … Continue reading
Recent discussions with VP’s of marketing reveal an interesting transition underway. Most of them are comfortable with visibility (brand) metrics, a legacy from the billboard and banner days, yet they aspire to live in the emerging world of conversion (transactional) metrics. The problem is that tools for conversion metrics haven’t really matured. At Elliance we are developing our own toolkit for measuring conversions and looking at the world from conversion-point backwards.
Posted in: Analytics and Metrics