• How can we help you?

    If you’re here, based on our analytics, it’s for one of two reasons: You found some old posts we wrote about Excel nearly 10 years ago or you need help unlocking the value of your investment in Google or Adobe Analytics. For the former, we hope the content we have proves helpful, and for the…

  • Campaigns & The None Row [SiteCatalyst]

    The “None” row in SiteCatalyst. You either love it or hate it. It is amazing how far I have seen some companies go to avoid it and banish it from their reports. Personally, I love the “None” row and often try to explain to people its uses. In this post, I will review what the…

  • ACCELERATE your analysis skills in Columbus OH!

    It’s no secret that ours is a new and rapidly evolving industry. Skills are often acquired on-the-job, and training is critical to building a successful analytics practice and career. That’s why I’m so excited about ACCELERATE in Columbus, OH. Even before I joined Demystified, ACCELERATE was my favourite event of the year. As my prodigious…

  • Analytics Aphorisms — Gilligan-Style

    Last week, I had the pleasure of presenting at a SEER Interactive conference titled “Marketing Analytics: Proving and Improving Online Performance.” The conference was at SEER’s main office, which is an old church (“old” as in “built in 1850” and “church” as in “yes…a church”) in the Northern Liberties part of Philadelphia. The space itself…

  • Want to be part of Analytics Demystified?

    Likely you have noticed that Analytics Demystified has grown significantly in the past twelve months, adding Kevin, Michele, Josh, and Tim to the team … and we’re ready to grow our resources again. We have a handful of clients who need help — both technical and analytical — and so we are actively looking for…

  • Adobe acquires Satellite – what next?

    The Twitterverse was buzzing this morning about Adobe acquiring Satellite from SearchDiscovery, and while neither side has yet to make a public announcement, I have gotten confirmation of the big news. Suddenly, my post from a few days ago feels a bit dated! Time will tell how large the ripple effect from this acquisition turns…

  • The "K" in "KPI" is not for "1,000"

    At the core of any effective performance measurement process are key performance indicators, or KPIs. Did you catch the redundancy in that statement? Performance measurement uses performance indicators. What gets my goat — because it drives report bloat and the scheduled production of an unnecessary sea of data — is how often the “K” in KPI gets…

  • Tag management systems: How do I choose?

    Since I joined Analytics Demystified a few months ago, I’ve spent quite a bit of time deep-diving into the various tag management tools. I had worked with most of these tools previously, but I’ve had the chance to meet with their leadership and development teams, and really get a feel for where they’ve come from,…

  • Product Cross-Sell [SiteCatalyst]

    Editor’s Note: Despite the fact that Adobe is retiring the name “SiteCatalyst,” it will take me a while to adjust to that change so I will continue to refer to the product as such. If you sell products on your website, there is a good chance that you try to cross-sell products. Made famous by…

  • Avoiding Analytics Data-Wandering

    It’s something of a given that any efficient and meaningful analysis will be driven by a clear hypothesis or set of hypotheses. Yet…it’s rare for analysts or marketers to actually think or speak in terms of hypotheses. That’s a problem, in my mind. It leads to gross inefficiency on the part of the analyst (casting…

  • Self-Quantification: Implications for marketing & privacy

    At the intersection of fitness, analytics and social media, a new trend of “self-quantification” is emerging. Devices and Applications like Jawbone UP, Fitbit, Nike Fuel Band, Runkeeper and even Foursquare are making it possible for individuals to collect tremendous detail about their lives: every step, every venue visited, every bite, every snooze. What was niche,…