Risk communication is inherently wrapped up with risk perception, and then with a basic lack of understanding of uncertainty and probability. Yet – as web analytics practitioners and marketing scientists, we have to communicate risk all the time. What are the chances of this A/B test completely failing? What are the chances that we’re going to make a profit on this? What are the chances of losing the entire company if this strategy doesn’t go well? Typically, these questions are rooted around ‘chance’ or ‘odds’. Experts in health, safety, and policy have problems with risk communication too. What’s the real threat of Mad Cow to the population. What about a terror attack? What about the odds of your plane’s engine[…]
All 3, web analytics, business intelligence, and marketing measurement, fit together. Most businesses have disparate departments responsible for each though. The team that’s responsible for eMarketing (or eCommerce) typically has some form of web analytics software on their site. Web analytics traces its evolution from the IT space back in the early 1990’s. You had IT folk who were the first people who set up websites. Then marketing started to take it over. Then IT realized, through the magic of log file analysis, they could measure some of the effectiveness of websites. (This was back during the era of ‘hits’). Chaos ensued. Then the .bust. And now we have a number of options for web analytics – including Google Analytics,[…]
This is my first run at video blogging, and I think it’s alright for a first go at it. 🙂