Category Archives: Web Analytics - Page 3

IndexTools Rubix sneak-peak preview

Pfefff, that was nice! I just got a short introduction on Indextools 10 and Indextools Rubix and I must say that it is one of the coolest tools I have seen in a long time – Analytics 2.0 welcome.

I have been using web Analytics for nearly 10 years, first just to know the number of hits, but then to more advanced tools like DeepMatrix, Webalizer, and WebTrends to mention few. Some 3 or 4 years back (might be longer) I found Indextools on the Internet (Google) and it was a great match from where I was standing they had the tool that did the trick, but there was still something missing, some spice that makes me go hmmmm.

Indextools Rubix is that, hmmmmm!!!

This new version of Indextools is actually mind blowing to say the least and if they can keep the big words said at the introduction, then kudos to you.

Indextools has taken Web Analytics to another level, great work!

Web Analytics, the future is here, sorry next year

Indextools is bringing in a new version of it’s Analytics solution, the big number 10! I saw at Captain Blackbeaks blog this morning this great post on the new release I have not seen the BIG 10 my self but I am trembling in my knees like a little girl at a Beatles concert waiting for it arrive.

Well maybe not that dramatic but as a techy with marketing backgrounds tools like Indextools, what can I say we a match made in heaven. Indextools and my wife, or my wife and Indextools, you choose.

What happens to the visitors after the click over to you?

eMetrics Summit in StockholmThis week I was at the eMetrics summit in Stockholm and have couple of thoughts on web analytics and how companies are or should implement it.

Recent study made by Webtrends indicated that nearly 60% of companies had “some” metrics but still feel that there is room for improvement. Around 15% where confident that they where doing their analytics well and, that is they felt that measuring was a real strength of their team.

My experience is actually that of these 15% over 75% are not doing it properly and have not set among other the right KPI’s.
Most of the time companies are measuring but they have no clue of what their real goals are and there for even though they are collecting loads of data there is little to do with it.

SMX conference StockholmSo as companies as questions how do we make our website better, then the question should always be better at what? This goes with analytics also where the question is always what should we measure and the answer is to that what is it that you want to achieve? Companies need to set definite business goals and KPI’s. Simply put if you have set these goals and lined up the KPI’s then will be able to extract the metrics.
I am a strong advocate of companies understanding the full impact of their website, that is not only looking at trends predefined reports such as in Webtrend but using the tool to dig down look at individual pages and understand their role within the site as whole and as importantly look at individuals visiting your site, get the feel for the flow so to speak.

By doing this you can for example measure far better if changes are actually improvements or not. Often when we work with companies that are reinventing the web we find that “feelings” play to strong of a role as we tend to have strong opinions of things, by applying web analytics before and after this can be stripped away and companies can take educated decisions on things. I would even suggest that companies looked at using such tools as Tobii for eye-tracking, but that is another story.

For those looking into what tools to use, I can only point you to where you can find great information on the best tools in the industry. There you can also find a report called (if memory serves me right) “the web analytics showdown”. Read that.
There are also great resources to be found at – There you find a great whitepaper on “free” analytics versus not free.

From my personal point of view I tend to favor Indextools, but as you most likely know if you have been doing some digging that there are many out there. The main thing is, start measuring!

If you need a proof of concept number for your boss, get a trial period with a tool and show him “total contact hours of the web to the customer (heard this at the eMetrics, can’t remember from whom). There is no other advertising / communication channel that has similar numbers and actually no other channel can show you their numbers in such accuracy.

SMX Sweden tomorrow

The Search Marketing Expo is starting tomorrow in Stockholm at the Sheraton Stockholm Hotel. Three of of the Nordic eMarketing Staff are attending, Olafur, Haraldur and Kristjan Mar. We arrived yesterday to prepare and go to the eMetrics Summit located at the same hotel. Both events look great and we are hoping to bring home even more knowledge to use with and on behalf of our clients.

The “nevers” of online activities

Have you seen Here are some Go there! Here are some NEVERS of online activites in the UK.

93% of Britons have never done any buying and selling of shares online
35% have never listened to music online
73% have never downloaded podcasts (or was it vodcasts)
50% have never done any online banking (and this 2007)
60% have never downloaded music legally (90% never illegally)
43% have never surfed the internet for banking and finance information

Great site with stats on at least 8 or 10 countries including UK, Sweden and Denmark to mention few 

Is Wikipedia killing Google?

I ran a cross a great post under the name “Wikipedia dominates organic results at Google” and feel that it’s poster Bob Garcia hits the nail on the head with it. There is a great list of words and phrases that Wikipedia is found as number one in Google’s SERP’s. And my question is exacly the same as Bob´s: How long will Google show Wikipedia the love they don’t seam to show anybody else? Good stuff Bob.

On this topic, I have also seen a huge rise in Wikipedia referrals and Wiki often passes the likes of MSN, Yahoo and ASK as a referrer of traffic. I have done some informal conversion studies with web analytics and they also indicated “a not so bad conversion rate”, no less than from the search engines. So there might be a twist to this all?

My thoughts on Long Tail Search?

My college and search guru Danny Sullivan once said something like this:

“Tap into the tail, and you’ve got sizable traffic, as well as traffic that often is reported to convert better than less general terms.”

There are number of companies that forget the long-tail of search both for SEM and PPC and by doing that they are missing out on great opportunities reaching possible clients, my experience is that the long tail search words often have much higher conversion, do cost less to buy through PPC and there for have much higher ROI (eROI).

Let’s say that you have a big site, tens of thousands of pages. If you optimise 100 pages for the same amount of phrases and all of them are ranking well you will still get the bulk of your search engine traffic through search terms that you have not optimised for, these would be the long tail search phrases.

By understanding what the long-tail of search stands for you can then use that knowledge to reduce PPC cost and increase eROI (ROI). While the phrase; Hotel in central London, returns traffic on hotels central, central London and Hotels London you can but a [ ] around it and then you have a exact match (Google), then there is advanced match (Yahoo) and so on.

By using a mixture of broad mach, exact match, phrase match and negative match you can maximise your conversion and the eROI on you PPC campaign. More here  

And finally always use web Analytic tools like IndexTools to monitor your campaigns, I can’t recommend using Google to monitor Google and Yahoo, MSN or MIVA will never allow you to monitor their traffic through GA so to get the best picture use a third party solution like IndexTools or Webtrends.

10 great way’s of using my favourite Web Analytics tool

While searching (what else?) for some fun (yes analytics can be fun) I found a great aritcle on web belonging to a company called StoneTemple Consulting ( I know a band called StoneTemple Pilots) under the title “10 Cool Things you can do with IndexTools“.

I did with my former co-worker spend some time looking at web analytic tools, Webtrends was to complicated, Omniture to expencive and Urchin to primitive and from our point of view we struck gold when we found IndexTools, we had three main criteria that the tool needed to fullfill so we would want to look at it.

1. Manageable pricing
2. “Marketing department” friendly
3. As close to 100% deep drillable data and trend reporting

That and being a tool in constant development was our main criteria, Indextools had it all and is even getting stronger, when we reviewed it it was at version 8.5 and now they are bringing out version 10 – release date is in Q3 2007.

The new improved will contain among other Lifetime visitor-level metrics, External data source framework, Interactive visualization and Custom metrics.