http://marianina.com/blog/2007/06/10/see-no-evil-hear-no-evil-collaboration-lies-and-persuasion-in-web-analytics/ How web analytics can transform your marketing effectiveness and business decisions Thu, 14 Aug 2008 12:05:09 +0000 http://wordpress.org/?v=2.8.4 hourly 1 http://marianina.com/blog/2007/06/10/see-no-evil-hear-no-evil-collaboration-lies-and-persuasion-in-web-analytics/comment-page-1/#comment-207 Marianina Chaplin Tue, 11 Sep 2007 14:35:46 +0000 http://marianina.com/blog/2007/07/02/see-no-evil-hear-no-evil-collaboration-lies-and-persuasion-in-web-analytics/#comment-207 Avinash, thanks for your reply and feedback. In regards to absolute numbers/actual sales figures being compared against the percentages - I absolutely agree - they give you that extra context which you might otherwise be missing. My assumption was that if search is underperforming in all areas (including sales), then look to get some objective advice. Marianina Avinash, thanks for your reply and feedback.
In regards to absolute numbers/actual sales figures being compared against the percentages – I absolutely agree – they give you that extra context which you might otherwise be missing. My assumption was that if search is underperforming in all areas (including sales), then look to get some objective advice. Marianina

]]> http://marianina.com/blog/2007/06/10/see-no-evil-hear-no-evil-collaboration-lies-and-persuasion-in-web-analytics/comment-page-1/#comment-206 Avinash Kaushik Tue, 11 Sep 2007 14:30:01 +0000 http://marianina.com/blog/2007/07/02/see-no-evil-hear-no-evil-collaboration-lies-and-persuasion-in-web-analytics/#comment-206 Marianina: Very thoughtful post with real world insights. I like #1 (obviously: http://tinyurl.com/z99ys). I would add a tiny tip to the table in #2. Adding bounce rate is a prefect extension of the thought process (I am disappointed how rarely people see the power in bounce rate). I could also add Visitors (or Revenue or Orders) to the table. The reason is that it is entirely possible that Banners, with 0.2% conversion rate, are driving 90% of your revenue. Sometimes percentages hide part of the story and adding some absolute number (hopefully a relevant one!) can provide additional nuance to the story that you are trying to tell. Hope this makes sense. -Avinash. Marianina: Very thoughtful post with real world insights. I like #1 (obviously: http://tinyurl.com/z99ys). I would add a tiny tip to the table in #2.
Adding bounce rate is a prefect extension of the thought process (I am disappointed how rarely people see the power in bounce rate). I could also add Visitors (or Revenue or Orders) to the table. The reason is that it is entirely possible that Banners, with 0.2% conversion rate, are driving 90% of your revenue.
Sometimes percentages hide part of the story and adding some absolute number (hopefully a relevant one!) can provide additional nuance to the story that you are trying to tell.
Hope this makes sense.
-Avinash.

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