A seasoned veteran of web analytics recently confessed to me that he would be content if a single person wrote a single web analytics blog once every two weeks. That might be enough content for him, but I take my blogs like I take my coffee, early and often.
With that said, I am adding WATT into web analytics blogosphere conscious of the vast amount of material posted on an increasingly regular basis. For that reason this blog is being written exclusively for those deep down in the trenches of web analytics tools. Nearly every morning I walk in to the Semphonic offices I pop open a window of HBX, login to Omniture’s Excel Client or pull up numerous other tool based utilities. My departure routine always involves closing the other tool boxes that multiply thought my day. In between I try to stretch tools far beyond the confines of traffic, conversion and pathing reports.
I have accepted vendor claims that “[Insert tool name here] gives you potent, easy to access substance and answers” as a necessary evil in this line of work. Anyone who has moved past basic reporting and into true analytics knows that deep, meaningful answers cannot be found in the beauty of a visual drilldown geo map. I am not here to say I have all the answers, far from it. I have, however, spent hour upon hour working hand in hand with the same tools you do and as a result have stumbled upon a few meaningful tips, tricks and analyses. In this forum I pledge to keep the content simple, relevant and valuable…starting with my next post.