Web Analytics Wednesday

Useful event gathering many people in the industry to share ideas and discuss issues.  Next event will include presentation by Eric Peterson – must attend!  🙂  I love his presentations!

My discussions:

  • Tool to manage info on different sites – Raven tools has been recommended – investigating…  I have not used the tool before – as long as the tool has a free trial, it shell be investigated 🙂
  • If one web site is combined with another website(s), should it have the same GA account, or is it better to create a completely different one?  The recommendation was to create a different account – in case something has not been updated on any of the sites, it will be clear from the remaining traffic on the old account…
  • Interesting:  sponsor – Adobe Insight – is an analytics “hub” that allow to gather and visualize data quickly.  The data source is irrelevant – it could be a competing analytics system.  Could it suggest that data gathering is starting to separate from data analysis and competition is moving into analysis rather than gathering?

Strategent’s 7 sins of executive dashboards:

  1. Multipurpose
  2. Limited data sources (I would argue with it – based on the purpose of the dashboard 🙂  )
  3. All data, no insights
  4. No context for the data (trends, benchmarks, etc.) – though contextless dashboard would probably not qualify for the “dashboard”)
  5. Metrics not associated with objectives – this is a good one – if a company wants “traffic” without answering a question “why,” traffic might not be useful for any business objectives
  6. Not designed – metrics presentation need to be  designed for the best perception by the user
  7. Time intensive to update – yes – if the dashboard takes too long to update, it will die…

Strategent’s 10 tips for good executive dashboards:

  1. Identify KPIs
  2. Dashboard is the addition of good reports available, not a “workaround” of lack of meaningful reports…  Yes, first the reports must exist 🙂
  3. Dashboard is designed for the target audience and specific purpose
  4. Sort KPIs by type – keep similar categories of metrics together
  5. Provide context (trends)
  6. Right visualization for the right message (line graphs focus on trends – bar graphs focused on the performance of individual period – often used in email).  Sometimes multiple visualization is useful for the same data.
  7. Design: Align to a grid (obvious)
  8. Design: Highlight the most important metrics (make company logo in the corner small, or move to the bottom)
  9. Design: Reserve areas for comments and feature metric
  10. Automate – too difficult to produce dashboards die… 🙂

Thanks to the sponsor – Adobe Insight – food was terrific (chicken was irresistible 🙂  ).

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