Posts Tagged ‘web’

Anil Batra interviews another OX2 analyst

January 25, 2008

Hey folks,

If you haven’t read about them yet, I suggest you take a look at Anil Batra‘s interviews of web analysts.

In the latest installment, our own David “Wandering Dave” Rhee answers Anil’s questions.

Excerpts:

What are the major challenges you are facing in this industry?

I think the entire industry is at a point where our ability to analyze goes beyond the ability of the tools to deliver unified data in a cost-effective manner. In other words, we can imagine many different data sets we’d like to correlate, but only very few of us can get the various data sources to play nicely with each other without spending an inordinate amount of time, effort, and money, most of which we don’t have access to.

Beyond that, most organizations aren’t yet at the point where they know how to take advantage of the insights web analytics, or rather, an analytics-framed mindset, can offer. As a consultant, I see mos firms struggling to implement a tool correctly, and after that, maybe to figure out some truly useful KPIs, then do some basic campaign analysis. Few organizations are at the point where multi-channel measurement is common, or where web analytics is used to help allocate marketing spend most effectively, or where true ROI is being captured, and good business decisions made accordingly.

Web analytics will mature as an industry, but part of that means that the skill sets will become better defined and more widespread, so that any firm that really needs an analyst will be able to hire one. Beyond that, web analytics and business intelligence will merge in terms of an aggressive approach to data analysis being applied to many areas of an organization — not just their web site, or even their online marketing, but all of the marketing, production, sales, and other operations. It’s neither easy nor cheap to get there, but I’m sure that those firms which can execute well on an analytics vision will certainly see unparalleled success.

Don’t forget to read other interviews, including the first interview in the series, featuring yours truly 😉

Advertisements

iPhone: full measurability, finally

December 20, 2007

iPhone And now, an internationalized, English version of my previous post (in French, sorry) 🙂

A few months back, during our Web Analytics Day, Eric Peterson kept me mesmerized with his iPhone and I started counting the days when it would be made available in Europe. Then again, I gave in and visited an Apple Store while vacationing in the U.S. but that’s another story 😉

Anyway, as the Apple iPhone is gradually being launched across Europe (and eventually across the rest of the world), this phone is undoubtedly positioned as an ideal high-tech Xmas present, much to the pleasure of AT&T, O2, Orange and other telcos who signed exclusivity deals with Apple 🙂

No matter the take one may have on the topic of Apple’s marketing strategy, it is undeniable that the iPhone has left its footprint in the Web ecosystem. If only to comply with the excitement/hype/craze, quite a few sites have decided to make a copy of their site available for the iPhone. The first sign of the creation and adoption of iPhone-specific content can be seen in most web analytics tools, in which the market share for the Safari browser increases… but not linked to PCs or Macs! This increase in traffic, although somewhat modest, is an indication that Time Magazine’s gadget of the year is indeed an ideal portable Internet access terminal, with high usability and user friendliness.

Oh yes, and you can also use it as a phone 😀

Another telltale sign of iPhone activity is revealed in the screen resolutions report: check for a resolution of 320×396 pixels and bam! that’s iPhone traffic for you.

résolution écran iphone

As you can imagine, the integrated Safari browser provides for a totally new web browsing experience for a mobile device with one major difference with other technologies: the iPhone does not provide you with access to mobile-specific web content but rather gives you access to mobile web content. (more…)

Avec l’iPhone, tout se mesure

December 18, 2007

iPhoneOrange, le distributeur officiel de l’iPhone en France doit se frotter les mains car l’exclusivité qu’il a récemment signée avec Apple lui assure de faire de l’iPhone un super cadeau de Noël high-tech.

En effet, même s’il n’est arrivé officiellement en France que depuis quelques semaines, l’iPhone d’Apple a vraiment apposé son empreinte sur le Web depuis sa sortie aux USA au mois de juin. C’est particulièrement notable dans les rapports de nos outils de reporting préférés, où la part du navigateur Safari augmente… mais pas sur Mac ou PC 🙂

(more…)