Dorcas Alexander

Dorcas Alexander is a Senior Digital Analyst. Her path to LunaMetrics followed stints in ad agency creative, math, and computer science. Dorcas has a master's degree in language and information technologies from Carnegie Mellon University, where she helped build precursors to a Universal Translator. One of the top-rated tournament Scrabble players in Pennsylvania, Dorcas has an insatiable drive to compete and win.

Google Analytics Filters: Don’t You Forget About Me

August 26, 2013

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Why do advanced segments get all the love in Google Analytics? What about report filters and profile (view) filters? Filters and segments work differently. Do you know when you need a filter instead of a segment? You may think a segment is isolating the data you want and instead it returns too much data. Or […]

Site Search Flow in Google Analytics

January 28, 2013

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Where do visitors go after using your internal site search? How quickly does site search lead visitors to conversion pages? Do specific search terms lead to unexpected pages, for better or worse? The answers are in your Google Analytics data, but not in the regular Site Search reports. Allow me to introduce Site Search Flow […]

The Art and Science of Analysis, Part 2

January 7, 2013

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In part one I wrote that you should use both sides of your brain to do analysis. Use curiosity and intuition, and at the same time rely on structure and evidence. What exactly do I mean? Let’s take a look at a real-life example. Suppose I work for a university and we’ve introduced a new […]

The Art and Science of Analysis, Part 1

December 10, 2012

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Last week my colleague Sayf Sharif posted another rant and playfully suggested it might be the second in a series named, “You’re Probably Doing It Wrong.” This week I’m starting a series of my own: “There Is No Right Way.” There’s no perfect process, no one true path that guides you from reporting to analysis, […]

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