Posts Tagged ‘web analytics’

Megacomm: Analytics for Business Goals

February 18th, 2012 No Comments

I had the pleasure of speaking this past Thurday at Megacomm, Israel’s main conference for technical and marketing communicators. Paula Stern and the entire team always put on an amazing conference. I was privileged to be able to present. At Megacomm, I spoke about how data analytics can be used to drive business results and the importance to measure business goals and the paths to meet these goals and go beyond the “What?” of traditional clickstream data to ask “Why?”


Using Web Analytics to Measure Your PR Results

October 17th, 2011 No Comments

One of the things I’ve always advocated when consulting clients or internally is to measure business outcomes, not just activities. Digital marketing has actually made tracking actual business results much easier and much more accountable than print or telephone channels. In digital marketing, this requires web analytics. There are several types of analytics, but the most popular is click-stream, which tracks actual clicks and visits. Many of us have Google Analytics or other click-stream tracking set up … but many


The REAL Social Media ROI – Quantifiable and Measurable (Sometimes)

February 3rd, 2010 5 Comments

After writing my last post about the ROI – the return on inaction –  of social media, one of the commentators challenged me to actually quantify the social media return on investment. This give and take is one of the challenges and benefits of social media. Companies can’t just stand behind pronouncements – they are challenged and forced to strengthen their claims. The interesting thing about the question of “What is the ROI of Social Media” is that we can