When Virtual Pageviews trump Events

There was much excitement when Google Analytics unveiled its Events metric. This meant web analytics could store several levels of information on a specific action, and associate that information with a unique web visit and visitor. Before that, if you wanted to — let’s say — record a download, you’d need to create a Virtual …

Visualizing bounce rates using brownie charts

Today on Jason Fall’s Social Media Explorer, I discuss my new favorite data visualization technique — one that I’m starting to move into production with web analytics reports I create for clients. Its official name is the Tree Map, but as I mention in that post, I prefer to call it The Brownie Chart. That …

Content Interest Index is the “missing link” in web analytics

Those who have been following me on Jason Fall’s blog Social Media Explorer know that I’ve begun my guest appearances there with a discussion of Content Interest Index (CII). You may also recall from my recent post, Overcoming the treachery of analytics, that I urge web marketers to be ruthless in the elimination of unnecessary …

New web metric puts the I in AIDA and helps optimize content

The first marketing class I ever had in college taught me the AIDA model of advertising. It’s still used today, lo these many years later. The AIDA model goes like this: Once you attract Attention, you must generate Interest, create Desire, and enable your market to take Action. Do all of those things and you’re …