The session will cover a user friendly definition of Web Analytics vs. the “official” definition Web Analytics:

“The measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.” As always, thanks to the crew at the Digital Analytics Association for helping our industry articulate the concept.

I’ll go through the benefits of Web Analytics and make sure that everyone grasps the key takeaway of “Objectives Before Data”.

I’ll talk about how web analytics allows us to measure awareness and usage of digital properties, and how you can use web analytics to keep your digital efforts accountable.

We’ll cover what you need to get started: an understanding of data collection methods, some details about the how / why of website tagging and just enough about filters to help you understand some basic mechanics.

Given how critical it is to web analytics, I promise a simple and clear definition around website visitors versus visits. Using burritos. Seriously. We’ll also talk about website traffic sources.

Finally, I’ll talk about some of the unavoidable challenges of digital analytics – why even though it offers so much great data…it can still be difficult to find value in that volume.

Looking forward to meeting you there!

Following the success of Digital Strategy Conference Vancouver 2013, Ottawa dove deep into the fundamentals of digital strategy. Over 20 speakers delivered a packed agenda of content, tackling key areas of learning including digital maturity, content strategy, mobile strategy social business strategy. We heard some amazing keynotes and case studies – from arts to tourism to pizza – from a wide range industries, and across sector.

The room buzzed with great conversations and the #dstrategy Twitter hashtag was on fire!

As in Vancouver, I was particularly pleased about the audience’s response to both our definition of digital strategy and to the dStrategy Media Digital Maturity Model. The model is a business planning tool that my business partner, Andrea Hadley, and I developed to help organizations identify necessary resources / investments to implement digital strategy.

To learn more about the model, please feel free to listen to “Understand Your Organization’s Digital Maturity” podcast from IABC Ottawa’s The Voice – many thanks to Danny Starr for a great conversation about digital strategy!

I’d also like to thank Chamika Ailapperuma and Arianne Mulaire, who put in yeoman’s effort at to capture the sessions via the Ottawa 2013 blog posts and via Twitter.

What a great experience – I can’t wait for next year!

Updated – thanks to Les Faber of WebFuel and David Bird of Bird’s Eye Marketing for their blog posts on the conference – enjoy!

1. WebFuel: Digital Strategy Conference Ottawa 2013 Recap
2. Bird’s Eye Marketing: Ottawa Digital Strategy Conference Review of Day 1 and 2

See you next year!

Join us on June 3-5, 2013 at the University of Ottawa to get an in-depth education into the key elements of building your organization’s digital strategy.

As with the Vancouver conference, prepare to be immersed into the world of digital strategy development. In addition to sessions in Defining Digital Strategy and Establishing Digital Maturity, you will be taught by industry experts in five  different educational modules – think of them as your five key areas of learning:

1. Organizational and Operational Readiness;
2. Digging into Content Strategy;
3. Mobile to Multiscreen;
4. Social Strategy: Earned Media for Community Development; and
5. Making Sense of Advertising / Paid Media.

For answers to any questions you might have about the conference format and logistics please read the Ottawa conference Frequently Asked Questions.

For those of you with a great digital strategy story to tell, you might consider submitting a case study proposal – but hurry – the Digital Strategy Conference Ottawa Call for Speakers ends March 15th, 2013.

Most importantly – you should register soon as double early bird pricing ends Friday March 8th, 2013.

See you in Ottawa in June!

To help you understand exactly what that will entail, I’m very happy to report that the agenda for Digital Strategy Conference Vancouver 2013 is now live, and its chock-full of fantastic speakers. Take a look at what we’ve got in store:

• Agenda Overview: All 3 Days
• Day 1 Detail: Tuesday, April 23rd, 2013
• Day 2 Detail: Wednesday, April 24th, 2013
• Day 3 Detail: Thursday, April, 24th, 2013

Over the course of three days, you’ll be taken on a guided tour through Defining Digital Strategy and Establishing Digital Maturity with a from Grace Carter, Online Experience, eCommerce, Aritzia. After that, we leap into five key areas of learning:

1. Organizational and Operational Readiness – learn from Dan Pontefract, Author – The Flat Army and Sr. Director Learning & Collaboration, TELUS, Michael Tippet, CEO, Co-Founder at Ayoudo and Christopher Berry, Co-Founder, Chief Science Officer, Authintic.

2. Content Strategy will be taught by industry expert Rahel Anne Bailie, Content Strategist and Author of Content Strategy with a case study about the City of Vancouver presented by Gordon Ross, VP and Partner, OpenRoad.

3. Mobile to Multiscreen Strategy – learn from Scott Michaels, Vice President, Atimi Software and guest speakers Pete Smyth, President & CEO at iamota and Shawn Neumann, President & Founder at Domain 7. After that, get the scoop on M-Commerce from Brian Flanagan, Sr. Director, Product and Retail Canada & LATAM, Expedia.

4. Social Strategy: Earned Media and Community Development, taught by Sandy Gerber, Founder, NEXT Marketing with a case study from Nancy Richardson, Vice-President, Digital & Brand Strategy at lululemon athletica.

5. Making Sense of Advertising / Paid Media: The Eco-system and Mixed Media Measurement – learn from Kevin Curtis, Sales Manager, Western Canada, Exponential and more from Christopher Berry.

Register now – you don’t want to miss out!

The inaugural conference will be held in Vancouver April 23-25, 2013 at the University of British Columbia’s Robson Square facility. Imagine a 3-day, deep dive into digital strategy with industry experts to teach you the essentials of planning, organizing, integrating and implementing digital initiatives.

In addition to the introductory sessions in Defining Digital Strategy and Establishing Digital Maturity, there are five key areas of learning:

1. Organizational and Operational Readiness;
2. Digging into Content Strategy;
3. Mobile to Multiscreen;
4. Social Strategy: Earned Media for Community Development; and
5. Making Sense of Advertising / Paid Media.

Through the three days of content, there will be several digital strategy case studies presented to you from those who are ‘walking the digital strategy walk” today – peers who are grappling with the very same issues you are.

The conference came about through conversations with my colleague, Andrea Hadley, based on our observations of our collective need for “digital de-fragmentation” – or an opportunity to step back and get perspective on the never-ending demands for organizations to embrace  digital. We are very fortunate to have a strong Advisory Board that provides a much-appreciated guiding hand.

For more information on the logistics of the conference itself, please take a look at answers to our Frequently Asked Questions for Vancouver.

Finally, if you’re game – why don’t you consider submitting a Case Study proposal? The Call for Speakers is open until November 30th, 2012.

See you in Vancouver!

Updated: The detailed Digital Strategy Conference Vancouver 2013 agenda is now available

Advanced Web Metrics with Google Analytics (Third Edition) by Brian Clifton, 2012

I love this book for the sheer amount of detail it contains; it’s been an invaluable resource to me and I’ve returned to it, and its earlier edition(s)* repeatedly. If you are looking for specifics on Google Analytics implementation, this one’s for you. Brian’s instructions and recommendations on customizing the Google Analytics Tracking Code are crystal clear, precisely detailed and very pragmatic. The fact that he also publishes the Advanced Web Metrics blog to support the (book’s) community, was Head of Web Analytics for Google EMEA for three years and was instrumental in creating the Google Analytics Individual Qualification program (making him a “Xoogler” – per Brian, pronounced “zoogler”, and it refers to ex-Google employee) is just icing on the learning cake.

* Previous editions: first edition published in 2008, and the second in 2010.

Google Analytics, by Justin Cutroni, 2010

Similarly, if you need implementation specifics for Google Analytics, you need to own this book. It covers the full range of questions you’ll bump into, from a great chapter on Must-Have Profiles right through to mobile application tracking. Hit the ground running by taking advantage of Justin‘s chapter on creating your analytics implementation plan and you’ll never look back. The book offers is a more detailed version of Justin’s 2007 Google Analytics eBook, also published by O’Reilly, but together, they reinforce the wealth of analytics insight Justin has shared that you will find immediately applicable.

Web Analytics 2.0: The Art of Online Accountability & Science of Customer Centricity, by Avinash Kaushik, 2010

I’ve long admired Avinash‘s accessible writing style – humorous, practical and laden with metaphors that illustrate and amuse. From the man who brought us HiPPOs (Highest Paid Person’s Opinion) and Analysis Ninjas vs Reporting Squirrels, this book drew my attention in its consideration and treatment of emerging analytics: social, mobile and video. Further, every single analyst must read Chapter 2, Step 2: “Ten Questions to Ask Vendors Before You Marry Them”. Back in my Time Warner days, I learned how to interview potential vendors, and over the years, it has proven an invaluable skill. With Avinash’s help, you can now take crash course yourself. Go for it!

Actionable Web Analytics, by Jason Burby & Shane Atchison, 2007

This book is for those of you who face analytics issues relating to change management and organizational structure issues. There are two full chapters on addressing business culture landmines that analysts ignore at their peril and on the inside scoop on how to work successfully with analytics agencies (and the ZAAZ guys should know!). Finally, there’s also an incredibly useful section on how to staff your web team: the skills and roles you’ll need and the team structures you might want to consider. If you are responsible for building out an analytics area of practice at your organization, you can thank Jason and Shane for providing you with an instruction manual.

Web Analytics: An Hour A Day, written by Avinash Kaushik, 2007

Talk about an eagerly anticipated book! I was definitely a “pre-order” buyer and still think the hour-a-day format works. I’ve regularly recommended this book to managers trying to get new analysts up to speed because of how straightforward it makes the analytics learning path. An hour of web analytics a day? Talk about a simple instruction to give and receive. Within, you’ll find gems like Avinash‘s 10/90 rule: Allocate “10% of the budget on tools and 90% on people (brains) responsible for insights.” Gloriously helpful when budgeting. One of my favourite sections is a step by step guide to measuring PPC campaign cannibalization rate (vs. Organic). If you’ve ever had to go toe to toe with someone over the relative value of SEO vs. PPC and that person is unfamiliar with the concept of making decisions from data, Avinash has built your case for you.

Google Analytics, by Mary E. Tyler and Jerri L. Ledford, 2006

This book raced to hit the shelves very quickly after Google purchased Urchin and released the now ubiquitous Google Analytics. Unfortunately, due to how closely the book content adhered to the Urchin interface the screen shots feels dated (for a Google Analytics book). Although the next edition, Google Analytics 2.0, published quickly, the first edition remained helpful for analysts still working with Urchin. In particular, Part 3 of provides a thorough explanation of the old Executive, Marketer and Webmaster dashboards and the reports contained within, and frankly, provides more detail than the Urchin documentation ever did. Now that Google has elected to retire Urchin, this book may prove its value primarily as archival content, but nonetheless, if you must navigate Urchian-waters, you may still find it helpful.

The Big Book of Key Performance Indicators by Eric T. Peterson, 2006

Ahh – the memories. Thanks to Eric and his downloadable e-book and its companion spreadsheets, many of us were able to get a handle on what web analytics KPIs (key performance indicators) were, and what they were not. Eric gave us definitions, examples, and explained the value of thresholds and how colours would help communicate said thresholds. He raised awareness levels of non-maths how-did-I-become-a-web-analyst persons by clarifying the whys and wherefores of averages, percentages, rates and ratios. He helped us classify KPIs by business type. My personal epiphany related to the onsite search KPIs – Searches per Visit, Percent Zero Results, Percent Zero Yield, Search to Purchase Conversion Rate, Search Results to Site Exits Ratio. Sigh. Now I’m feeling nostalgic. Most importantly however, you can get your hands on this treasure trove  – free – due to Web Analytics Demystified’s very kind free book offer. Have fun!

Best of Web Analytics Guide: 12 Timeless Articles & Insights from Marketing Experts, by ClickZ Network, 2005

I could not resist including this little guidebook, as it serves as a reminder of the old saying “plus ça change, plus c’est la même chose” or “the more things change, the more they stay the same”. It’s a series of 2004 and 2005 articles from the ClickZ Network, compiled and sponsored by Webtrends (back when they were WebTrends!). It’s a great snapshot of early web analytics lessons that still apply in today’s world of digital analytics – how to improve A/B testing, why audits should precede redesigns and not being afraid to fail. Like I said…plus ça change!

Web Analytics Demystified, by Eric T. Peterson, 2004

As someone who grew up professionally on the ecommerce / transactional side of web, I was very clear on how my “offline” i.e. magazine circulation marketers measured success. At Time Inc, concepts around acceptable acquisition cost and lifetime value were drilled into us, and we were asked to explain how the web source might impact those numbers. However, as the web source became more critical, we web-folk needed to learn more about what to count online and how to count it. Enter Chapter 2 and 3 of Eric‘s book – talk about lightbulbs! If you need clarity on the techniques and technologies used in web analytics, read this book. Then, give a nod to our pre page tag data collection days and romp your way through Eric’s advantages and disadvantages of log files versus page tags. Seriously. We aren’t considered geeks without good reason.

Winning on the Web: The Executive Pocket Guide to Smarter Marketing by NetIQ Corporation, 2002

Who remembers when NetIQ owned WebTrends (now Webtrends!)? I do. Who remembers those early vendor conferences when swag ruled? I do! Wait. I guess that still happens. Long live swag! Which is why I must mention this little guide, which introduced me to R.A.D.A.R. or Report, Analyze, Decide, Act and React. As anyone who’s taken my Webtrends course knows, if you want to know how to apply web analytics to your work plan this year, that acronym still contains value. Although, I also still think it should be R.A.D.A.R.R (the last R being “repeat”). So – my thanks to Webtrends (WebTrends?). Your efforts were appreciated!

• Stéphane Hamel, famed analytics Immeria blogger on “Establishing your Web Analytics Maturity”; I’ve had the bad luck of conflicts at past eMetrics Summits when Stéphane has presented his web (now online) analytics maturity model. However as a long-time fan – that’s it this is my year!
• We’ve got a double serving of Canadian business icon Research in Motion (RIM) as Dan Quinn compares panel notes about “How Decision Makers Consume what Analysts (and Agencies) Produce” and Simon Austin will be tackling Social Media Metrics – more of that is always better…
• Anne Nash from the Canada Revenue Agency (CRA) will share stories about “What Happens when the Home Page is NOT your front door”

We’ve got attribution sessions, managing multiplicity (multiple data sources), measuring mobile, measuring video, best practices of testing,  the value of data and more – tons of great topics. As usual, there’s far more sessions that I’m hoping to catch than I expect time will allow.

I’m also very honoured to announce that I’ll be speaking this year, with my web analytics compadres, Alan K’necht from K’nechtology and June Li from ClickInsight. We’re part of the eMetrics Campaign and Acquisition Optimization track where we’ll be answering audience questions on the Fundamentals of Acquisition Optimization. Our session will be held from 1:15 – 2:00 PM on Thursday April 28th, 2011. Hope to see you there!

The speaker submission deadline is December 12th, 2010.

In particular, eMetrics is looking for stories that tell the ” how-to and how-much, about the challenges you overcame, the experiments that failed, how you won a budget increase for online marketing because your ROI rocks! And, how you are evangelizing online marketing analytics and experimentation in your organization.”

In other words, open your measurement kimono! Consider sharing the good, the bad and the ugly from your recent analytics learnings. Why would we ask such a thing? Simply because it works – eMetrics is about receiving golden nuggets of learning from fellows and friends in our burgeoning analytics industry. Having attended three eMetrics summits myself, I can tell you the best presentations were those where practitioners described the particular digital measurement problem they tried to solve and explained the results. No holds barred.

Memorable speakers for myself include Breanna Wigle, who proposed an “RFF Score” (Recency+Frequency+Number of Facebook Friends) as a methodology for social network analysis for Military.com. Then there was Alain Tremblay from Bell Interactive who walked us through identified points of failure in a shopping cart, and explained how qualitative data analysis pointed them towards solutions. Wonderfully concrete. Or the always charming Vicky Brock who delivered a great case study on understanding visitor behaviour when you don’t sell online. She described specific content improvement actions that could be taken based on her analysis of a university’s onsite search engine data. Great stuff.

I’m hoping that Ottawa folks will consider submitting a speaker proposal – whether it be for an analytics or a social marketing outreach campaign within a federal government department, or a search marketing program at a private sector company, or a social media membership recruitment effort from an association. I know you’re out there, fellow Ottawans – let’s make sure we let the rest of Canada know it!

Please contact me if you have any questions about the event or to discuss ideas or topics you are considering. To help you brainstorm, the 2011 eMetrics content focus includes the following topics:

• Digital Management
• Media Analytics: Cross Media, Cross Platform
• Site Optimization and Usability
• Campaigns and Acquisition Optimization
• Social Mobile Marketing Metrics

Good luck!

The Web Analytics Association (WAA) has collaborated with The University of British Columbia (UBC) Continuing Studies to offer the UBC Award of Achievement in Web Analytics. This series of courses is delivered 100% online so that this educational commitment fits into your schedule and is available to working professionals around the world!

Supported by Online Authority, this month’s Zone5ive speaker is Jim Sterne and his topic is “Translating Web Intelligence into Business Value.” Jim Sterne is Chairman of the Web Analytics Association and Founder and Chairman of the eMetrics Marketing Optimization Summit

Contest details:

– Contest open to paid registrants and attendees of the OCRI Zone5ive Marketing Forum, Thursday February 11th, 2010 at the Travelodge Ottawa Hotel and Conference Centre Centennial Ballroom from 11:30 a.m. – 1:30 p.m.

– Course voucher will be awarded via random business card draw to be held following the speaker’s closing remarks. The winner of the draw must be present to receive the course voucher.

– Course voucher is issued by University of British Columbia Continuing Studies and is valued at $675.00 CAD. The course voucher may be used by the bearer towards the tuition fee (before taxes) for one online UBC Continuing Studies Web Analytics Course beginning on or before March 1st, 2011. The course voucher must be surrendered at the time of registration (in person, by mail or phone). No refund will be made should the course tuition be less than $675.00. Course voucher not redeemable for cash.

Translating Web Intelligence into Business Value

Session Summary:

We started out counting hits just to prove that our website was being seen. Then we started measuring more closely in order to make our websites better. It turns out that web data can be valuable much more broadly. Jim Sterne walks us through the stages of using web intelligence to get to know our customers better, to optimize our marketing and finally to improve the business as a whole.  Web analysis is now about what customers want, how they respond, and what they will buy. Marketing analysts can now deliver actionable insights that lead to higher profits, lower costs and improved customer satisfaction. Come to this session and learn how simple tools and techniques can help marketing get down to business.

Speaker’s Biography:

Jim Sterne is Chairman of the Web Analytics Association and Founder and Chairman of the eMetrics Marketing Optimization Summit. As an author, a consultant to Fortune 500 companies, and a public speaker, Jim Sterne focuses his twenty years in sales and marketing on the changing landscape of the Web as a medium for creating and strengthening customer relationships. With a special focus on Web metrics, his company, Target Marketing, is dedicated to helping companies understand the possibilities and manage the realities of conducting business online.

Event Information:

Date:  Thursday, February 11, 2010
Time:  11:30 a.m.– Registration/networking lunch, 12:30 p.m. – 1:30 p.m. – Presentation

Place:  **NEW LOCATION** Centennial Ballroom, Travelodge Ottawa Hotel & Conference Centre, 1376 Carling Avenue

Cost:   Early Registration (received by OCRI no later than 5:00 p.m. on Tuesday February 9, 2010)

$40.00 – OCRI and Web Analytics Association (WAA) Members (plus 5% GST)
$80.00 – Non-members (plus 5% GST)
$15.00 – Students (plus 5% GST)

Late and On-Site Registration (received by OCRI after 5:00 p.m. on Tuesday February 9, 2010)
$50.00 – OCRI and Web Analytics Association (WAA) Members (plus 5% GST)
$90.00 – Non-members (plus 5% GST)
$25.00 – Students (plus 5% GST)

Event pre-registration closes February 10th at 5:00 p.m.

Register online* or contact Tanya Calvo, Conference Administrator, Membership & Corporate Programs, OCRI at (613) 828-6274 ext 224 or tcalvo@ocri.ca.

On-site registrations are welcome.

*Online registration must be made by credit card