Just a short post to say I just took and passed the Google Analytics qualification exam. Feels good add it to my quiver, but of course it is just the beginning. I also continue to take the Web Analytics Master Certification course with Avinash and John Marshall over at Market Motive.
The Google Analytics test was heavy on the tactical side, with lots of questions about specifics of setting up segments, goals, filters and profiles. Other questions focused on cookies, regex, campaign tracking and Adwords integration.
The Market Motive Master Certification course on the other hand, is a balance of both the strategic and tactical. Avinash talks about the “10/90 rule”. He says companies should spend 10% of their budget on a tool, and 90% on smart people to pull actionable insights from the tool. Hence, we are spending a good balance of the time discussing not so much of the “what” (clickstream data), but how to get to the “why” (understanding and inferring customer intent from the data so that we can drive action and site optimization).
Some of the topics so far:
- Measuring outcomes — KPIs should focus on ROI (if there is was just one topic – this would be it)
- Segmentation — getting to actionable insight means slicing and dicing your customers to understand how each group thinks and behaves
- Internal Search — adding another layer of your understanding by peeking into your customer’s mind by measuring what they search for on your site
- Surveying — creating effective surveys that give insight to your customer wants and needs
More to come… this week we are diving into experimentation and testing: A/B and multivariate…