Category: ROI and Web Analytics

Doing Business, Profits, and Startups

By , November 6, 2015

The goal of most businesses, I believe, should be to earn a profit from the sale of goods or services.

Over the past 20+ years, we’ve seen a succession of bizarre business models, in which little thought was given to “profit,” but instead to intermediate metrics (our web site needs visitors, eyeballs, clicks, engagement, etc.).  Many dot-com companies succumbed to ‘perverse incentives.’Read more »

Which Metric Matters Most?

By , June 12, 2012

I found two marketing articles quite thought-provoking this week:

The common factor, of course, is “which metrics should marketers use to evaluate performance?”

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Attracting Facebook Fans with Giveaways

By , December 29, 2011

Here’s my early experience using “giveaways” (sweepstakes, free prize, drawing) to draw followers to the Facebook page for (which is a directory of lesson plan resources for K-12 teachers).

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Screen Resolutions & Web Design

By , October 9, 2011

I was surprised to notice today that the vast majority of visitors to (93.7%) have displays that are at least 1024 pixels wide. But that doesn’t mean that web pages should be designed with that width in mind!

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Bounce Rates: Do They Matter?

By , August 29, 2011

“Bounce rate” and “pages per visit” are two of the most prominent statistics displayed by the Google Analytics “Dashboard.”

Don’t let that confuse you: they’re not  often not relevant. Here’s why.

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Test, test, and test your web site again!

By , January 9, 2011

Always test, test, test whenever you make any change to your web site. Read more »

Books about Google Analytics and Web Analytics

By , June 29, 2010

I was surprised today to notice how many books are currently available on the topic of “Google Analytics” or “Web Analytics.”  Read more »

Perverse Incentives

By , May 7, 2010

“Perverse incentives” is a phrase I seem to use quite often, lately. We create (or accept) the perverse incentives that create the perverse outcomes we detest. Read more »

Intermediate Metrics

By , July 29, 2009

I am growing to detest intermediate metrics, which are often used in deceptive ways. Read more »

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