Articles pour le mot-clé ‘web analytics’


Ce matin, Google a annoncé le lancement de son nouveau bouton alors que se tenait justement la conférence Web 2.0 Expo à San Francisco.
C’est ici le bruit que l’on entend sur toutes les bouches. C’est la grosse question du moment puisque justement tout le monde se demandait quelle allait être la grande nouveauté de l’année.
Je reste encore perplexe quant à savoir si c’est véritablement une grande nouveauté. Mais il est clair que pour ceux qui croyaient à la mort du web social, la gigantesque bulle californienne y répond par une affirmation des plus simples: Nous ne sommes qu’au début de la socialisation du Web, nous n’entrevoyons même pas encore 10% des possibilités.
À savoir si la guerre continue entre Facebook et Google… allez voir vos web analytics, Facebook dépasse de plus en plus Google en source de traffic. C’est tellement simple: les internautes passent plus de temps sur Facebook que sur Google!

Petite vidéo de mise en bouche.

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/ Nouvelles /  Technologie /  Web 2.0 Expo /  Web social
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w.illi.am/_at_Google_Lobby

w.illi.am/_at_Google_Lobby

The second day at the Google Analytics Authorized Consultants yearly summit is the first of two days fully dedicated to Google Analytics.  The day definitely started on a high note with a keynote from Avinash Kaushik who talked to us about everything but web analytics tools. Let me explain.

It was both interesting and reassuring to hear that a lot of actionable information does not come from your web analytics solution, no matter what solution you have (Omniture, Coremetrics, WebTrends, Google Analytics, etc.). Why is it interesting? Because we shared tools some of us use for measuring mobile activity and for measuring social media activity.  Why reassuring? Because it confirmed that I wasn’t crazy by using KPIs that are nowhere to be found on our client’s web analytics solution.

Most of the time, we focus way too much on data that is available on Google Analytics (or whatever other tool), on how to interpret it, on how to measure it, how to segment it and so on and so forth.  But there is one very significant detail that is not being taken into consideration: all of these tools work when the user is on your website.  Now think about this, where do users read your content? Where do they interact with your content? Is it only on your website? Most likely not! A significant part of how users interact with your content takes places out of your website, whether it’s Facebook, Twitter, RSS Feeds or whatever other medium.  Now how do you track this in your web analytics solution?  Omniture made an attempt to integrate Twitter in their reports (specifically, how many followers you have) but it still does not provide actionable information which actually means something.  It’s like saying, “I have x amount of visitors.”  Yes, you always want more visitors, but how does it tell you if you are doing well or not?

We as marketers must be creative and define the KPIs that apply to us and to our marketing efforts. These KPIs are most likely not in your web analytics solution.  Is your KPI engagement? Is it conversations generated from your news? There are ways to measure this and tools available to do so.  The fun part is, this is where we get to be creative.

Follow me on twitter.com/Humberto2210 to stay updated on the GAAC Summit

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/ Marketing interactif /  Web Optimization
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