Engage-Digital

The Bounce Rate Myth (?)

admin — Mon, 26 Oct 2009 08:40:00 +0000

Bounce rate is a kind of standard bearer metric for measurement in web analytics, it’s up there with conversion. Even novices in web analytics know what bounce rate is, and when asked what should be the objective regarding bounce rate you’d have to be a lunatic to say anything other than “try to reduce it”. [...]

3rd generation web analytics according to Eric Peterson

admin — Tue, 20 Oct 2009 02:14:24 +0000

I see that Eric Peterson has written a nice white paper on what he refers to as ”The Coming Revolution in Web Analytics”, it can be downloaded here. In it he talks about the future of web analytics and in particular what he calls 3rd generation web analytics. I won’t paraphrase what he says about 3rd gen WA [...]

How does ad position affect PPC strategy?

admin — Fri, 21 Aug 2009 03:11:44 +0000

Google’s Chief Economist Hal Varian recently posted a note on the Inside AdWords blog stating that ad position on Google’s search results does not affect on site conversion. This may not be supprising given that the comparison is made using the same ad on the same search results page clicking through to the same site, [...]

When too much is not enough – the tyranny of choice

admin — Sun, 26 Jul 2009 04:40:32 +0000

Today we have more choice than ever before. More choice in almost anything we can think of to consume and this is generally regarded as a good thing. I’m of an age in which my parents were alive during the Second World War and they remember rationing and less choice. The mantra in the UK at [...]

Irrational decision making and its effect on value over price

admin — Mon, 15 Jun 2009 01:47:53 +0000

With all the usability, analytics, survey, heat mapping tools and many others that are now available for the web analyst to draw on, you’d think it has become almost a matter of form that any questions related to the online shopping process can be answered and that the customer’s decision making process can be exposed [...]

Bada-Bing, bada-boom!

Fri, 05 Jun 2009 09:29:52 +0000

E-D talks to Amanda Davie, MD of Boolian Ltd and member of the cScape Customer Engagement Unit 1. What is Bing? Bing is the new name for Microsoft’s search engine. We’re talking largely about a re-brand (from Live Search previously). My guess is that Microsoft felt that a new brand was required – something that sounded more [...]

CHANGE TRACKING

Mon, 13 Apr 2009 20:18:27 +0000

Change tracking Change tracking is as important in web analytics as the data. So much so that it should be seen as an integral element of the ongoing performance optimisation process. By now Christmas will be a very distant memory and for some online retailers it will be happier than for others. For almost all, the first [...]

2 minute interview: 4

Mon, 13 Apr 2009 19:49:50 +0000

With Richard Sedley, Director of the Customer Engagement Unit, cScape – London. 1. What is the broad definition of online engagement? I use the definition: ‘Repeated interactions that strengthen the emotional, psychological and physical investment a customer has in a brand (product or company)’. The two key words here are ‘investment’ and ‘repeated’. 2. Why is engagement important? Engagement [...]

2 minute interview: 3

Fri, 06 Mar 2009 09:06:39 +0000

With Jean-Paul Edwards, Executive Director, Futures at Manning Gottlieb OMD 1. What are the main reporting concerns currently facing online advertisers? The primary concern is aggregating the vast amount of data generated by online campaigns into valuable insight that can be used in future planning. This includes issues such as understanding the value of specific messages along the purchase [...]

2 minute interview: 2

Mon, 12 Jan 2009 14:30:19 +0000

Interview ith Dr. Brian Clifton. At the time of the interview Brian was Head of Web Analytics at Google for EMEA. He is now Senior Strategist for Omega Digital Media. 1. How will the new set of features currently being rolled out in Google Analytics help SMBs improve efficiencies and increase profits online? There are a few [...]