Wie auch in den vergangenen Wochen werden hier die Top Web Analytics-Beiträge der letzten 7 Tage zusammengetragen.

1Google Analytics Custom Reports: Paid Search Campaigns Analysis: Every Analysis Ninja knows that standard reports are lame. The lameness stems from the fact that they are created for everyone, stuffed with as much “stuff” as anyone might want and hence in the end satiate no one. Custom reports on the other hand are, well, hand crafted by you for a specific purpose with a set of guiding principles (“Acquisition, Behavior, Outcomes! “) that ensure that they don’t so much deliver data as much as deliver insights.

2Meinung: Webanalyse versus Reporting: Es ist mal wieder Zeit für ein bißchen persönliche Meinung, diesmal zum Thema “Webanalyse versus Reporting”. Fangen wir mal an mit einer sehr kurzen und überspitzten Definition: Reporting ist, wenn viel Planung für Fragen wie “Wie oft soll das gesendet werden?”, “Da muß noch die XYZ Metrik mit rein” oder “Wie automatisiere ich das am besten?” aufgewendet wird und hinterher das Webanalysesystem Emails mit den gesammelten Daten versendet. Analyse ist, wenn jemand irgendwo Daten sieht, “Äh???” denkt, zwei Tage irgendwo verschwindet und dann mit einer neuen Idee oder 1000 Fragen wieder auftaucht.

3Web Analytics TV #25 – The Silver Anniversary Show!: Welcome to the analysis ninja show, aka Web Analytics TV! Web Analytics TV, as you well know by now, is powered by your amazing questions. In this awesome episode we had questions from Dubai, India, Germany, Sweden, France, Norway, Sweden, The Netherlands, and the US. If you’re new to this show, our process is simple. Step 1: You ask, or vote on, your favorite web analytics questions. Vote on next week’s questions using this Web Analytics TV Google Moderator site.

4The New Funnel: In the year 2000, Matt Cutler and I published a white paper called “E-Metrics: Business Metrics For The New Economy.” In it, we proposed a down-to-earth visualization we called the “Customer Life Cycle Funnel”: We simply turned a B2B sales pipeline on its side. Little did we know it would spawn billions of PowerPoint examples and generations of marketing analytics report formats: A dozen years later, it’s time to re-imagine the work Matt and I did and bring it up to date. And so, I am pleased to bring you a new use for the funnel image. Same graphic – all you have to do is change the text for each layer and you too can track your success in moving from web analyst to digital analyst, from data jockey to information specialist, and from report writer to trusted advisor.

5Advanced Content Analysis – Weighted Bounce Rate: One of the most requested data points, and for­tu­nately, one of the most opti­miz­able met­rics avail­able in Site­Cat­a­lyst is bounce rate. Report­ing on your pages’ bounce rates gives insight into which pages are the most “sticky,” and which need a lit­tle bit of help to get users to go deeper. Bounce rate is defined as the per­cent­age of users who enter on a given page, but then leave with­out view­ing another page. In Site­Cat­a­lyst 15, bounce rate is an out of the box fea­ture. How­ever, for those on Site­Cat­a­lyst 14, the for­mula for the bounce rate cal­cu­lated met­ric is defined this way:

6What is your digital analytics strategy and how does it help your business achieve success?: You’ve got some great analytics solutions in place that measure digital marketing performance (online sentiment, digital marketing automation, site optimization, site performance, digital customer experience, etc.), right? And I’m guessing that you might also have some great documentation that details how these solutions are implemented and maybe even what they’re measuring. But it has been my experience that most organizations consider this their digital analytics strategy. A tool is a means to and end, not a strategy in and of itself.

7New Google Analytics Query Explorer 2: Sometimes you just gotta explore. That was the tag line we used when we launched the query explorer 3 years ago. Since then a lot has changed, so it was time to migrate the query explorer to our new APIs. For people who don’t know, the query explorer is a visual interface to our Core Reporting API, and allows you to both build and execute queries without writing any code. We added some nice improvements to the new version:

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Tags:

• Web Analytics Reporting

Autor: Dimitri Tarasowski

Dimitri Tarasowski studierte an der Heilbronn University und an der USC (Australien) das Fach International Business mit dem Schwerpunkt auf Strategic Marketing. Seit 2006 arbeitet er als unabhängiger SEO Berater für KMU's aus dem süddeutschen Raum. Seit 2007 beschäftigt er sich verstärkt mit Web Analytics und Change Management. Folgen Sie ihm unter @tarasowski und Google+.