BI Revolution

5 Cs of Great Web Analytics
* Combine.
* Comb.
* Copy.

* Crumble.
* Collaborate.

Combine
Web metrics never act alone so don't review them that way. Look at Traffic & Shares, Traffic & Money or Time On & Bounce. By combining metrics you see interrelationships better.

Comb
Inside of your metrics are secret fractals or patterns so meaningful they almost bite you. When I was a Director of Ecommerce we found the 80/20 rule existed in all data sets across all segments and no matter how small we cut the sample. This means a small % of any metric makes up the majority of the benefit and its your job to find those hidden fractals.

Copy
If a competitor has a great new metric copy it, steal it and improve on it. Share your improvements back out to the world so they too can be improve upon. No such thing as SECRETS anymore.

Crumble
Your website is in a constant ebb and flow. We like to say we build sand castles on the beach and the tide is always coming in. This means you can't get too connected to or in love with anything and that includes numbers and processes. You must exist in a constant state of creative destruction to win online so crumble any cherished notions and beloved processes in order to see what is happening NOW.

Collaborate
The more you share, collaborate and give the more you win online. Your CFO is going to complain about ROI and you should smile, nod and assure him or her you will work on it. The way you work on improving web marketing ROI is TO DO WEB MARKETING. Sounds circular and CATCH-22-like you say? Good you are beginning to get it :). M

You Are What You Measure
The old cliché is true - in content markeitng you are what you measure. This morning my friend Phil Buckley (@1918) shared a nice compliment on G+:

"I'm always impressed by the different ways +Martin W. Smith slices and dices his data to find the actionable nuggets."

Appreciate the compliment and thought I would share a view into how my content marketing brain works (scary I know LOL). This ScentTrail Marketing Post does two things. First it shares how I created the post Phil was referring to: Content Mentions Social Mentions Study (http://martinmartysmith.com/content-marketing-social-mentions-study/ ).

AND

The post shares 5 New Key Performance Indicators I use to watch our content marketing at Atlantic BT (and my personal brand content under the @ScentTrail label).

5 New Content Marketing KPIs
* Daily Mentions.
* Content Type.
* Tools.
* Top 10.
* Link Efficiency Index (LE().

Use these 5 new content marketing KPIs to know if, what kinds and what tools matter to your content marketing.

What about you? Do you have cool new content marketing metrics? Share them and I will curate in and share across my social net.

Thanks and happy Friday to my Scoop.it tribe :). M