A definition of web analytics & what really matters

A few days ago I published a blog post entitled "The ultimate definition of web analytics" at Online-Behavior.com. It raised a lot more interest then I initially expected and I found it quite refreshing to dig deeper into a subject. Many people contributed to the conversation; industry top figures as well as practitionners and consultants - people who took some of their precious time to contribute. Go read the post & the comments - they are worth it! And if you feel like it, it's always time to contribute!

Last week, while at eMetrics London to speak about the Online Analytics Maturity Model, several people came to me and shared their views about the article. Other speakers also talked about it and more broadly about the need for "web analytics" to evolve into something else - although there is no clear consensus, there is clearly a trend!

While there, Nicolas Malo had the brilliant idea to ask a couple of us on "what really matters in web analytics today?" - you can see this short interview below but I also recommend to watch the answers from Matthias Bettag, Steve Jackson, Neil Mason and Jim Sterne.


What really matters in Web Analytics today? #4 - Stéphane Hamel - eMetrics London - Dec 1st, 2011 from Nicolas Malo on Vimeo.

What do you think? What really matters in web analytics? Is it even "web" analytics - or should it be?

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We can always learn & improve: coaching from Joseph Carrabis

Joseph Carrabis, kite flying at eMetrics, 2007

I met Joseph Carrabis at my first speaking appearance at eMetrics San Diego in 2007. Joseph had organized an informal kite flying session - a great way to break the ice. Whoever met Joseph is immediately fascinated by his charisma; his ability to be attentive to one’s thoughts, emotions and non-verbal communication. Anthropologist, neuro-scientist, historian, researcher, teacher, author… or just a friendly fellow with whom it’s always interesting to chat.

Joseph made its mark in our little web analytics industry when he wrote a series of blog post on the unfulfilled promise of online analytics in 2009. The subject is still relevant to this day; see part 1 – the challenge, 2 – some solutions and 3 – the human cost and my own little contribution to the conversation here.

Time has passed; Joseph isn’t as visible as before in the traditional web analytics field – which doesn’t mean he’s not doing analytics, to the contrary! He’s just at another level. We occasionally bounce ideas and validate some assumptions related to the evolution of the market and the online analytics discipline.

As I continue to spend a lot of my energy looking into ways to make online analytics easier, and in my role at Cardinal Path, I do more speaking appearance and often meet with executives. I asked Joseph to look at a recording of one of my presentations. I spent a full day with Joseph and his lovely wife and colleague Susan. The experience was revealing – it allowed me to uncover little things that will help me improve my verbal and non-verbal communication skills and even become more aware of others. Subtle changes in the presentation content, gesture, tone and choice of words and even breathing all contributes to an overall improvement.

As with analytics, a continuous improvement approach and attention to details is the way to success. I’ve applied what I’ve learned at my recent speaking appearances in Stockholm and Vancouver and it did make a difference!

If you were there, tell me how I did, or come see me at the upcoming GAUGE, eMetrics NY and other conferences!

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Phasing out gaAddons: it's not all bad!

The bad news: After much thinking, I have decided to stop developing and supporting gaAddons.
The good news: You can get a free, easy to customize source code sample to accomplish most of what gaAddons was doing! Check it out on jsFiddle!
The greatest: Cardinal Path provides professional audits of your web analytics implementation, complete implementation services from needs assessment to providing the exact tags required, and training.

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Why are you stopping the development and support of gaAddons?

There are a number of reasons:

• gaAddons goal was to make it easy to answer the most common implementation needs, such as tracking downloads and outbound links. Over time, it evolved to become a be-all and end-all for enhanced tagging of Google Analytics, leading to a more complex and heavy library.
• Google Analytics v5 promises to address some of the items which were handled by gaAddons (for example, _trackLoadTime).
• Continuing to work on gaAddons is a distraction from my role as Director of Strategic Services for Cardinal Path.
• I have come to the conclusion that advanced implementations are better addressed when specifically tailored to the client needs.
• I want to put more energy into the Online Analytics Maturity Model.

What does it mean for those who paid a license of gaAddons?

I will contact those who paid their license fee and share the original source code, as it stands today, so you can adapt it for your needs if you want to. No further support will be provided and you are not allowed to repackage or resell the code - basically, you are allowed to use it for your own needs (and your clients if you paid the agency license). I encourage everyone to look at the free sample code and start from it to make any enhancements for your specific needs.

What if I need help?

Cardinal Path offers professional audits of your web analytics implementation, can provide full implementation services, training and annual support contracts.

What if I pid a license fee?

All recurring subscriptions have been cancelled so you won't be charget again.

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The math behind web analytics

Head over to Cardinal Path blog to read the 3rd installment in the series on "the math behind web analytics".

1. The math behind web analytics: the basics
2. The math behind web analytics: avg, trend, min & max, stdev
3. The math behind web analytics: control limits, histograms and objectives
4. more to come!

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Stephane Hamel web analytics speaker schedule (fall 2011)

Just before taking some time off this summer, I wanted to share my fall conference schedule - as I like to say, meeting face to face is certainly one of the best social media outcomes! Come to one of my sessions, workshops or just grab me at a break and say hello!

• X Change 2011 - Sep 12-15, San Diego
  
  • Huddle leader: we'll look at the challenges, pitfalls and reasons why so many organizations are struggling to develop a data-driven culture. What can we learn from other disciplines? Chime in, learn what your peers went through and share your best tips to bring the best of online digital measurement to your organization and clients.
  
  
  
• eMetrics Stockholm - Sep 19-20
  Get 15% off! INUSEINSIGHTS011
  
  • Keynote: Measuring Your Organisation's Web Analytics Maturity
  
  
  
• Internet Marketing Conference Vancouver - Oct 3-4
  Get 15% off! SPEAKIMCVAN11
  
  • Session: Assessing your Digital Marketing Analytics Capabilities and What To Do About It!
  
  
  
• Google Analytics Users' Great Event (GAUGE), New-York, Oct. 17th
• Keynote: "GA in the marketplace" (preliminary)
• eMetrics New York - Oct 17-21
  
  • Workshop: Roadmap to Digital Analytics Success - full day workshop!
  • Session: Measuring your Digital Analytics Maturity - missed the workshop? Get a sneak peek! Popular session and amongst top rated at previous eMetrics!
  • Session: KPI Clinic, the doctors are in - one of the top rated session is back by popular demand - lots of fun with June Li and Angie Brown.
  • Don't miss the presentation from Alex Langshur, one of our Senior Partners, about Government and non-ecommerce metrics
  
  
  
• Salon Business Intelligence Montreal - Nov 8
• eMetrics London - Nov 30-Dec 1
  
  • Session & workshop
  
  
  
• Google Seminar for Success - Montréal - Dec 5-9
  
  • Google AdWords (presented by Alex Langshur)
  • Google Web Analytics (presented by Stéphane Hamel)

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