Web analytics wisdom 2006


Marketing Sherpa just released their e-book, “What I learned in online marketing in 2005.” They ask viewers not to cut and paste but since I wrote one of the snippets, I figure that I have the right to copy that one here:

Web analytics rock! We are now seeing customers wake up the fact that measurable is better. We also learned [in 2005] that Alexa data can be useful. We had a potential new customer who had been running an e-commerce site, for a very large company, with no analytics. Despite their lack of numbers, we compared their Alexa data to Alexa numbers from a group of our other customers whose traffic we really do know, and triangulated to create a Unique Visitor count. Using the e-commerce company’s actual sales and average order size, we computed a conversion rate of only .3%. When their new webmaster installed an analytics package, the company found that our guesstimate was within 10% of actual. Not only did we close the sale, but the CEO became a data head. They are now making decisions based on questions like, “If someone touches the “About Us” page, how much more likely are they to convert?


Our owner and CEO, Robbin Steif, started LunaMetrics twelve years ago. She is a graduate of Harvard College and the Harvard Business School, and has served on the Board of Directors for the Digital Analytics Association. Robbin is a winner of a BusinessWomen First award, as well as a recent Diamond Award for business leadership. You should read her letter before you decide to work with us.

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