Brad Warthan

Testing of Microsoft adcenter analytics

Please forgive the slow updates to my blog. I recently accepted an Analyst position with a new company.  This is a very exciting move for me and I am very enthused about the company.

With that said, I am still well underway in writing some book reviews for the books listed:

• Peterson’s Measurement hacks and Demystified
• Handbook of Online Marketing Research
• Online Consumer Behavior

I am well aware that Avinash’s new book as well as Shane Atchison’s new book on web analytics are available to purchase in April. Expect book reviews from me on those as well.

In addition, I mentioned to some of you that I will be hosting interviews with some “movers and shakers” in the analytics community. I had planned an interview with Robin Steif in early March but my move has necessitated that I delay the interview. Expect an update on this very soon.

Well, again, thank you for patience and come back in visit in a few weeks when I resume posting.

Brad

Contents

Online Survey Methodology
Focus Groups
User Interface Studies
Other MR techniques

This book review will be a little different from future book reviews. It is less academic in nature and more polemic against the authors. The first person, I, is used often in this writing as is uncommon.

When I first heard of the book Google Analytics, I was very enthusiastic. Finally, someone has created a handbook on this remarkable et utilitarian analytics tool that will allow us to go to the next level. Anyone can figure out how to setup GA and view reports. Much of the dashboards and terms are self-explanatory, but finally, here is a book that will allow one to take GA to the enterprise level. Surely, this bookwould provide all sorts of new tricks about the program we had never heard of—perhaps best practices, who knows?

Read the rest of this entry »

Google has purchased a tool from a company known as Adaptive Path called Measure Map.

The Google Blog home stated:

” …bringing Measure Map to Google is an exciting validation of the user experience work I’ve been doing with my partners at Adaptive Path for years. By opening up the app to more bloggers through Google, we hope to help even more people become passionate about their blogs.”

 Read the rest of the article at Google Blog

Three new analytics books are due to hit amazon in Spring 2007, increasing the entire corpus of web analytics books to seven!

Avinash Kaushik at Intuit is publishing a book in the “Hour a day series” aptly named Web Analytics: An Hour a Day. Amazon Link

Jason Burby and Shane Atchison are also publishing a book entitled: Actionable Web Analytics: Using Data to Make Smart Business Decisions. Amazon Link

Pedro Soste and Jennifer LeClaire’s book, an eruditie tome known as Web Analytics For Dummies, just came out Amazon Link.

Expect book reviews soon.

,

Welcome to my new blog on web analytics!

I’ve been very passionate about the web analytics field since 2006 when I was given access to Omniture and asked to benchmark a e-commerce website against its competitors. Since then, I’ve been learning everything I can about web analytics. Web analytics is an exciting and growing field with tremendous industry and employment growth slated for 2007-2008. Similarly, the interactive marketing research and online consumer behavior fields are just now coming into fruition and are beginning to be recognized as e-commerce firms must look to these sciences to ensure lucrative ROI. What is web analytcs? What does it do? Where can one learn more about this field? Where can one get involved? Join me in this blog as we discuss this exciting field.

I’ve been involved in web analytics since 2006 and I’ve been involved in traditional marketing research on an academic level since 2004. In MBA school, I served as Graduate Assistant and I was asked to develop some survey forms online, ever since then, I’ve been interested in the techniques, tools, methodologies, and eccentricities involved in conducting marketing research on the web. Here you will find interesting discussion on interactive marketing research.

What is an online consumer? How does the servicing of online consumers differ from their real world counterparts? What motivates them to shop? How do they consume? What factors influence their purchase decision process? How does one go about satisfying online customers? These are interesting questions and well worth a discussion.

I’d like to invite you to take part with me in a discussion here on this website. The goal for this blog/website is to provide you, the interested reader, with in-depth resources on these exciting interactive fields. Over time, the vision may expand to include SEO/SEM and internet advertising.

Here you will find a plethora and perhaps a melting pot of intermixed resources on these exciting fields. Expect to see:

• Resources for web analytics–white papers, industry summaries, how to get involved, links to media on other websites, current blogs, example scorecards, and book reviews for the new upcoming books for 2007.
• Resources for interactive marketing research, types of online research, its implementation, methodology, current issues and blogs, white papers
• Resources for online consumer behavior, blogs, white papers, how to’s on customer identification, customer segmentation and target marketing, etc.