Web Analytics World
Yesterday I had the opportunity to speak at eMetrics Toronto 2009 on the topic of campaign attribution and the future of paid search analytics. Attribution is a very important topic since its proper implementation can really allow us to guage how we should be budgeting our marketing dollars across various campaigns. You can check out my presentation below:
Last week I had the opportunity to speak with the founder of the eMetrics Optimization Summit, Jim Sterne. During our chat, I was able to capture some of Jim’s insight on the upcoming eMetrics Conference in London (which is scheduled right after eMetrics Toronto).
[Manoj]: What is the interest level of Web Analytics conferences in Europe compared to North America?
[Jim Sterne]: Right now everybody is interested in how to get more with less, working smarter with fewer resources and leveraging technology. The per capita interest is the same although the overall numbers are different in each country. But companies see that this is a tool that can help them survive and be in a stronger position when the market picks up.
[Manoj]: What are some of the hot topics in terms of Analytics in Europe at this time?
[Jim Sterne]: The hot topic of the moment is still Social Media. What is it? How do you determine if it’s worth the effort? We’re still in the early stages of figuring that out, but the same questions and the same metrics we used on the Web in 1995 apply to Social Media today. How much reach? What’s the frequency? Is it raising awareness? Is it improving opinion? And, of course, finally, is it driving sales?
[Manoj]: If you only had 3 sessions you could attend in London, which ones would they be?
[Jim Sterne]: Oooo, I just HATE that question because I’m face with it every time. I personally see fewer sessions at my own conferences because I’m in so many hallway meetings and fascinating discussions and I just can’t get enough. But if I must… so I’m going to cheat a little and assume that I get to see all the keynotes. Now it’s a matter of which breakouts are top of mind for me.
I am intrigued by Angela Hill’s session on The Art of Analysis. So much so in fact, that I’m putting on an eMetrics Analysis Symposium in San Jose as well. Given the tools and the data and the mathematical models – what is the nature of analysis? How does one become a creative analyst? Matthew Tod does a brilliant job of laying out the groundwork and the high end detail of Conversion Optimization but I as I am not a hands-on practitioner, I am more interested in the philosophy of analysis at the moment.
Next., I’d want to see Vicky Brock champion her favorite topic, Understanding Visitor Behaviour when your Visitors are not Shoppers. I’m quite familiar with multivariate testing and as deeply engaging and knowledgeable as Craig Sullivan is, I’m draw to the subject I know less about in order to learn more.
The next struggle is between finding out what Ask.com is up to or learning about multinational websites from Rene Dechamps Otamendi, Steve Jackson and Oliver Schiffers who are absolutely tops in their field.
Manoj – you’ve given me an impossible task! I have a headache…
[Manoj]: How has the global recession affected the attendances of eMetrics conferences?
[Jim Sterne]: The economic climate has people focused on the practical and tactical. The theory is nice and will help me explain it to my boss, but we need to know – specifically – how we can raise revenue, lower costs and increase customer satisfaction.
[Manoj]: Is it me or has the buzz word “enagement” died down since we last spoke at WebTrends Engage ’07?
[Jim Sterne]: It’s died down a bit, but with the advent of books like Martin Lindstrom’s Buy-ology, it will be back!
This survey is on the topic of web analytics usage and tools. This survey will help determine which channels marketers and analysts are measuring, how they are using that data to optimize marketing and their main objectives for marketing optimization this year.
Below is a copy of my presentation from Emetrics Washington:
One of the most anticipated sessions at the Emetrics Optimization Summit in Washington was the demonstration of Microsoft’s very own analytics, Gatineau. Ian Thomas, who was giving the presentation, announced that beta accounts will be released very shortly, however the original beta release was supposed to be released at the end of . Microsoft will be integrating into AdCenter similar to what Google Analytics does with Adwords.
One of the coolest features which I noticed was the ability to measure the performance of individual webpage sections giving a whole new level of granularity. Microsoft hopes to takeaway some of Google Analytics’ market share, however I don’t think this is the easiest of tasks. Looking at the initial screenshots of Gatineau you can see that they are also implementing an ajax based user interface, however it currently doesn’t have polish of Google Analytics’ interface.
If Microsoft expects to compete with Google Analytics and other products, they are going to have to come out with something unique and exciting. They will have to do something similar to what Google Analytics did when it initially replaced Urchin. Microsoft has had nearly 2 years to analyze the top features and issues that Google Analytics posseses in order to capitalize on them.
After traveling all day on planes and shuttles I have finally arrived at the Omni Shoreham Hotel, the location for Emetrics Washington DC. It’s supposedly the largest gathering of Search Marketing professionals which has been a growing trend for Emetrics. I am actually a speaker here in DC and will be talking about Blog Promotion and Measurement. Here’s the official description:With blogging and social bookmarking so popular, measurement leads to leverage. Manoj looks at applying various SEM/Promotion strategies to a blog or website and then measuring the success or downfalls of the promotion strategies through Web Analytics.
