Analytics Logs Dont Lie or Do They? Alan Knecht Partner: Digital Always Media @aknecht

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Including Logs & Analytics Data @aknecht

The Truth Lies, damned lies, and statistics Mark Twain in the 19th Century @aknecht

The Truth Lies, damned lies, and statistics Mark Twain in the 19th Century 21st Century Nothing has changed! @aknecht

The Truth Lies, damned lies, and statistics Mark Twain in the 19th Century 21st Century Nothing has changed! Statistics are there to prove whatever you need to prove! @aknecht

The Truth Computers are incredibly fast, accurate and stupid: humans are incredibly slow, inaccurate and brilliant; together they are powerful beyond imagination. Albert Einstein @aknecht

Lies or is the Data Flawed? Putting all your trust in an out of the box analytic solution = Flawed Data Flawed data generates inaccuracies Inaccuracies = Not the Truth = Lies! @aknecht

Lies or is the Data Flawed? Do you know: Are you capturing 100% of all data? Are you counting things you shouldnt? Who is auditing the data source? Do you know how your analytic tool: Counts Visits? Determines Bounce Rate? Defines an Unique Visitor? @aknecht

Lies or is the Data Flawed? Are you capturing: Downloads When people click on links to other sites Interaction with page objects Did they watch the whole video Where did they exit from the video Broken links on pages (i.e. 404 errors) @aknecht

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Your analytic tool doesnt make it true @aknecht

Finding the Truth Dont just rely on your tool Learn what makes it tick Isolate areas that just dont feel right Get professional help/training Customize the installation to track what you need to track! @aknecht

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Not What Youre Looking For! Customize the out of the box reports Report on whats important to you Avoid standard dashboards They are what the tool thinks is important Educate data consumers Too often, they dont know better @aknecht

Finding the Truth @aknecht

Start Making Changes Identify causes for lies! Counting the wrong thing Exclude internal usage from general reports Exclude junk traffic Know what youre measuring & why! Page views meaning less for most companies Identify what quality traffic is Measure quality! @aknecht

Dont Set It & Forget it! Need to review filters regularly i.e. did some IP addresses change? Are goals/conversions set correctly? Are defined segments still appropriate? Websites are organic & constantly changing , you need to change with them @aknecht

People choose the paths that grant them The greatest rewards for the least amount of effort @aknecht

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Dont Be Lazy The greatest rewards await those who dig for the truth and never give up. Keep digging, youll find the truth! - Alan Knecht @aknecht

Thank You Alan Knecht alan@DigitalAlwaysMedia.com @aknecht Type my name into Google @aknecht