Yours truly will be presenting, “Piwik: An Analytics Alternative,” a short presentation at this year’s Open Analytics Summit at the City Winery in Chicago on March 27th.
OAS is for Developers, Engineers, Data Scientists, CMOs, Data Analysts, CTOs, Architects, Brand Managers, and anyone passionate about open source technologies, big data, or data analytics. My presentation will be particularly interesting to digital marketers, enterprise technologists, Web analytics practitioners and others that are interested in a viable way to provide solid measurement while removing Google from their Web analytics stack.
If there is interest, I’ll post the presentation here as well.
Here is the CIMA June-July 2010 Analytics Report FINAL.
Due to SlideShare’s exorbitant fees for hosting and thin analytics, I won’t be using that service.
For online marketing professionals using Quantcast’s free benchmarking/analysis tool as well as agency/marketer clients.
John Capone’s “Something to Dwell On” makes alot of sense.
I’m always interested in connecting (and reconnecting) with colleagues in the Chicago area; especially those working in the crazy field of online measurement. The other day I received an urgent request from Meetup.com, warning that the Chicago Data and Strategy Consortium meet-up was about to be canceled! So, I volunteered myself to prevent that from happening…
Why? I personally, would like to see an informal group of professionals working in this nascent field that isn’t always served by other local groups like Chicago AMA, CIMA, national groups like IAB, OPA and the more software-oriented or social/networking groups. Ideally, less drinking and more learning. Thin overhead and easy to manage…maybe even invitation-only?
Contact me and let me know what you think…we’re all busy people and all at different stages of our respective careers.
- Determine the Purpose. If the marketing objective is performance-oriented, or post-click engagement is essential then you are on the right track. However, if your campaign is focused on a branding objective, how important is it really to get numbers to match?
- Choose your Measures. Which measures make sense? Stefane Hamel provides a good backgrounder on Instances vs. Visits. If you are in the paid display advertising/non-search business then most likely clicks and visits are closest; unique clicks and visits/visitors even better. If you are working with search, instances may make more sense…view-through offers even more insight on post-click engagement.
- Leverage Standards. The Internet Advertising Bureau (IAB) & Web Analytics Association (WAA) are probably the most relevant industry groups that are working on measurement standards; terms and definitions vary.
- Manage Expectations. The reality is that numbers from different systems are unlikely to match; there are a variety of reasons but to make a long story short, they won’t match without serious integration and that has not yet happened. However, the recent announcement of a multi-faceted strategic alliance between agency holding group WPP & Omniture is very promising.
- Baseline. Given #1, the best alternative to is to create a simple baseline, e.g. an average over a safe period of time, e.g. a week or a month.
- Drop-off/Match. Breathe deep – acknowledge the causes are most likely latency, clickthrough URL parameter coding, landing page tag placement, application filters and counting methods that may never be in sync.
- Test & Debug. Understand that campaign trafficking and set-up processes are rife with glitches…clients, creative shops, media agencies and publishers rarely have the staff, or luxury of training to make all of this work flawlessly all of the time. One could spend significant quality time on process engineering these tasks.