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About The Author

Matt Belkin

Unique Visitors are *not* unique people…don’t make this slip-up

Analytics · By Matt Belkin On June 4, 2006 · Add Comment

When I was in col­lege, I majored in Economics…well, tech­ni­cally I majored in both Eco­nom­ics and Ger­man — but that’s beside the point. I always found Eco­nom­ics fas­ci­nat­ing because it seemed to pro­vide the tools to explain behav­iors and pre­dict out­comes. In other words, it was pow­er­ful dis­c­pline for pre­dict­ing (and prof­it­ing from) the future.

...
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Measuring unique people with web analytics…

Analytics · By Matt Belkin On May 11, 2006 · Add Comment

In my past few posts, I’ve sug­gested that Unique Vis­i­tors is a flawed met­ric, prone to sig­nif­i­cant inac­cu­ra­cies. I real­ize this posi­tion is con­tro­ver­sial. In fact, one blog­ger sug­gested that it was down­right “irre­spon­si­ble”. That’s fine — there was a time when every­one thought the earth was flat. It takes time, often a great...

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15 Reasons why all Unique Visitors are not created equal…

Analytics · By Matt Belkin On April 8, 2006 · 4 Comments

Since my last post­ing about unique vis­i­tors and vis­its, I’ve received a great deal of feed­back. Much of this feed­back praised my blog, with one reader say­ing it was “a voice of rea­son” in an oth­er­wise “ill informed web ana­lyt­ics indus­try”. That may be a bit strong, but I love it nonetheless!

As might be...

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Unique Visitors or Visits — which metric should you use?

Analytics · By Matt Belkin On March 24, 2006 · 8 Comments

Since the late 1990’s, Unique Vis­i­tors has often been viewed as one of the most strate­gic web met­rics. Count­less com­pa­nies and site oper­a­tors have insisted on know­ing how many unique vis­i­tors came to their site on any given day. Most still do today. In gen­eral, they are moti­vated by the belief that Unique Vis­i­tors rep­re­sents...

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Got Alerts? Don’t let this happen to you!

Analytics · By Matt Belkin On February 12, 2006 · Add Comment

Ear­lier this week, I tried to pur­chase a new graph­ics card for my home PC. After research­ing the lat­est cards on CNET, I tried eBay and a num­ber of shop­ping com­par­i­son engines. I eval­u­ated mer­chant rank­ings, user feed­back, and hid­den costs like S&H. After a good half hour of research, I picked a mer­chant, entered...

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Holiday Buying Guides: Measuring sales contribution in less than 15 minutes!

Analytics · By Matt Belkin On December 10, 2005 · Add Comment

Does your retail web­site cur­rently offer vis­i­tors a buy­ing guide? If you’re like most, you do. With the hol­i­day sea­son upon us, the vast major­ity of online retail­ers have either launched new buy­ing guides or enhanced exist­ing ones from last sea­son. The pre­vail­ing wis­dom of course is that buy­ing guides are an effec­tive nav­i­ga­tional tool...

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4 reasons you should use friendly page names

Analytics · By Matt Belkin On November 27, 2005 · Add Comment

When first deploy­ing web ana­lyt­ics, many com­pa­nies often make a crit­i­cal mis­take. In their zeal to flip the switch they sim­ply drop a tag on their pages and start gath­er­ing page data. While this seems rel­a­tively harm­less, it is actu­ally one of the worst mis­takes you can make. Why? Because most web ana­lyt­ics tags gather...

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Retail Best Practices: Should you offer alternative payment methods?

Analytics · By Matt Belkin On November 2, 2005 · Add Comment

I’ll admit that I’ve never used an e-check or even paid cash for an online pur­chase. The clos­est I’ve come is link­ing Pay­Pal to my check­ing account.

But today I read an Inter­net Retailer sur­vey sug­gest­ing that 50% of online mer­chants now accept alter­na­tive pay­ment meth­ods such as e-checks, cash, and deferred billing. And that...

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More on conversion benchmarks…

Analytics · By Matt Belkin On October 24, 2005 · 1 Comment

Since I wrote about bench­mark­ing two weeks ago, I’ve received many fol­low up emails. Many of you said “Amen! Thanks for dis­pelling the myths around web ana­lyt­ics bench­mark­ing.” How­ever, some of you pushed back, say­ing that “con­ver­sion bench­marks are use­ful if you sim­ply weigh them appro­pri­ately.” And truth be told, I do not dis­agree with...

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Industry benchmarks: everything you need to know

Analytics · By Matt Belkin On October 18, 2005 · Add Comment

Early in my web ana­lyt­ics career, I was pre­sent­ing to the exec­u­tive team at a For­tune 1000 com­pany. As we dis­cussed their con­ver­sion rate trends and ideas for improve­ment, one of the exec­u­tives said, “These rec­om­men­da­tions are inter­est­ing, but are they really nec­es­sary? Based on some bench­marks I recently saw, our con­ver­sion rates are actu­ally...

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