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About The Author

Matt Belkin

Visitor Engagement: Time for a reality check?

Analytics · By Matt Belkin On July 14, 2008 · 13 Comments

One of my con­sul­tants caught me in the hall last week and asked what I thought about vis­i­tor engagement. A cus­tomer of his devel­oped a com­plex for­mula — a mashup of met­rics — to mea­sure “Vis­i­tor Engage­ment” on his site. The idea is that this will fea­ture promi­nently in exec­u­tive dash­boards.  If the num­ber goes up, great. ...

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Analytics Love: Rekindling the Romance

Analytics · By Matt Belkin On June 23, 2008 · Add Comment

Some­times I feel like a mar­riage coun­selor. Peo­ple ask me all the time how to sell the idea of web ana­lyt­ics within the orga­ni­za­tion, how to rekin­dle the enthu­si­asm that every­one felt back when they first signed on for web analytics.

As with any rela­tion­ship, enthu­si­asm for web ana­lyt­ics doesn’t grow on its own, and...

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Measuring Visitor Engagement Take Four: Ad Impressions

Analytics · By Matt Belkin On June 12, 2008 · 1 Comment

This is the fourth — and arguably most impor­tant — in a series of posts about the mea­sure­ment of online adver­tis­ing, and why I think time-spent-on-site, which I wrote about last time, is far from the panacea many believe it will be.

Now I come to impres­sions, a big ugly ele­phant...

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Measuring Visitor Engagement Take Three: Time Spent on Site

Analytics · By Matt Belkin On June 5, 2008 · 3 Comments

This is the third in a series of posts in which I dis­cuss the poten­tial “best” mea­sure­ment for online adver­tis­ing. While some audi­ence mea­sure­ment firms believe time-spent-on-site is set to take over the wan­ing page view as the most effec­tive mea­sure of vis­i­tor engage­ment, I believe they’re wrong.

I believe it is actu­ally...

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Measuring Visitor Engagement Take Two: Unique Visitors and Page Views

Analytics · By Matt Belkin On May 28, 2008 · 2 Comments

In my last post, I dis­cussed audi­ence mea­sure­ment — unique vis­i­tors, page views, time spent on site, and impres­sions — and why I believe time spent on site is not, con­trary to what some are say­ing in the trade press, the best met­ric for mea­sure­ment. Today, more details on why page views are...

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Measuring Visitor Engagement: Brave New World or the Emperor’s New Clothes?

Analytics · By Matt Belkin On May 22, 2008 · 7 Comments

Hello, every­one. Here’s a nice meaty post for you to sink your teeth into. And, it will be fol­lowed by sev­eral more, just as meaty, because I’ve decided to focus on one of the most con­tro­ver­sial top­ics in the indus­try right now: audi­ence measurement.

The cred­i­bil­ity of audi­ence mea­sure­ment data from firms like...

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At Last, Vindication on Visits Vs. Unique Visitors!

Analytics · By Matt Belkin On May 19, 2008 · 12 Comments

It is rare in this world that we get to expe­ri­ence pub­lic vin­di­ca­tion of our ideas. So it was with excite­ment that I read on the SeekingAl­pha blog about Yahoo pres­i­dent Susan Decker’s com­ments dur­ing the company’s fourth quar­ter earn­ings call. I must have missed this when it first came out...

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Analytics Goes Global! And guess what, it is easy :)

Analytics · By Matt Belkin On April 21, 2008 · Add Comment

Greet­ings every­one! It’s offi­cial – my office has become an alu­minum tube at 37,000 feet as I travel the global pre­sent­ing at our inter­na­tional Omni­ture Sum­mits. Since our Salt Lake City Sum­mit in early March, I’ve been down to Syd­ney, over to Paris, and just this past week up to Copen­hagen. This Tues­day, April 22nd...

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Don’t Do This! 7 Pitfalls When Deploying Analytics (Part II)

Analytics · By Matt Belkin On April 3, 2008 · 3 Comments

Pit­fall #5. Boil­ing the ocean

When deploy­ing ana­lyt­ics, you should aim to reach as broad as pos­si­ble across all your cus­tomer touch­points. You need to if you want to be con­sid­ered strate­gic. Your abil­ity to opti­mize and under­stand the cus­tomer life­cy­cle is directly related to how com­pre­hen­sive you can be with measurement.

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Don’t Do This! 7 Pitfalls When Deploying Analytics (Part I)

Analytics · By Matt Belkin On April 1, 2008 · 3 Comments

Ana­lyt­ics can be like a kid in a candy store…when a com­pany sets off to put a new ana­lyt­ics sys­tem into place, they get so excited about all the things they’ll be able to mea­sure that they for­get many vital ele­ments they need to think about before ever deploy­ing the plat­form.  Here are five com­mon...

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