Lots of good information, but there are no descriptions for any software or how to get the reports seen in the book. I am trying to recreate these repLots of good information, but there are no descriptions for any software or how to get the reports seen in the book. I am trying to recreate these reports using Google Analytics, Coremetrics and Omniture. It seems that most of the reports are the standard reports out of Google Analytics, but I am having a difficult time recreating some of these with other software.
I think this was a great book, but I have a few things I disagree with:
Page 85, he says if he could only have one report, it would be Outcomes by All Traffic Sources. This report shows Goal Conversion Rates, but he does not describe what these are. In Google Analytics, these are custom, so this could be anything.
I am disappointed, he does say it is important to measure ROI, but does not talk about how to do this. The author says that you can do this by comparing the data from Google to your campaign data. It is not that easy. You have to know how much was spent, and you have to know how much incremental revenue came in from SEO/PPC efforts. It is not an easy task. Test and control or some other method should have been addressed. In calculating ROI for PPC in chapter 11, he assumes that all visits from PPC are ones you would not have without the ad. Not necessarily true.
In Chapter 7, testing is finally addressed. I disagree with his method of testing the impact of PPC by turning it off and on completely; this does not take into account any seasonality that may occur naturally in web traffic. This is also a problem if there is a lot of variation in web visits and sales over time. Why not try test and control markets: turning it off in some regions and have it on in others? This method would allow you to compare the on and off markets and find incremental sales.
In the marginal attribution model from page 368, you change the spending for one type of online marketing, then attribute any sales higher than last month sales to the additional marketing. In my experience, web sales tend to have a large variation in sales from month to month making it difficult to say what the cause of any increase is without any kind of confidence bounds.
The "controlled experiment" on page 375 is a really bad example. The ad is run at the same time in all markets and then compared to pre and post ad time periods. What if at the same time as the ad, some celebrity tweeted that they loved your product or some news program aired a warning about your product. There are too many uncontrollable situations to compare pre and post ad sales. You should have test and control markets to compare sales in the same time period.
On page 377, the Author says: "The analyst at Walmart.com can use the previous URL to track how many people use the website and then visit the store." A view the store locator on the web does NOT equal a visit to your store. In his example, a user on walmart.com views a camera and then the store locator. It is very possible that the customer viewing the camera at walmart.com may also go to target.com and find the same camera at a similar price and find that the target store was much more convenient to visit. There is no way in this case to tie a store locator and product page view to an offline purchase. Using a discount code or unique offer would provide a better method of tracking online to offline behavior.
In Chapter 14, the BMI is introduced. But on page 419, the author says this method is preferred because it has a scale of 0 to 100. It actually has a scale of -100 to 100. If 5 responders all gave a Not Satisfied or a Not At All Satisfied, the score would be [(0+))-(5):]/5*100=-100. The other method, weighted means can also give a scale of -100 to 100 if the right weights are used.
Not Satisfied At all:=-1 Not Satisfied =-.5 Satisfied=0 Very Satisfied= .5 Extremely Satisfied= 1
With these weights the scale is also -100 to 100....more
I really liked this behind the scenes books. You get to know these politicians a little better and get the full story in one book rather than tidbitsI really liked this behind the scenes books. You get to know these politicians a little better and get the full story in one book rather than tidbits here and here from different new sources. I would definitely read more books by these authors!...more
This book is great story about the creation and evolution of Facebook and the key players involved. The book touched on the challenges and successes oThis book is great story about the creation and evolution of Facebook and the key players involved. The book touched on the challenges and successes of taking an idea to a company with millions of users. Some great examples of how Facebook has helped to connect and empowered it’s users....more
This book was funnier than I expected it to be! I was hoping there would be more detail on what statistical models were used by the Oakland A’s, but IThis book was funnier than I expected it to be! I was hoping there would be more detail on what statistical models were used by the Oakland A’s, but I found this book was more about the stories behind some of the players the model selected and were signed with the A’s. ...more
Pretty simple idea in this book. Aim to bet the best. Quit if you realize you cannot succeed and reallocate the efforts to other areas where you couldPretty simple idea in this book. Aim to bet the best. Quit if you realize you cannot succeed and reallocate the efforts to other areas where you could succeed. Have a plan for when it is appropriate to quit so you do not quit prematurely at the first sign of pain....more
Interesting book. Some great points. With cheaper options for many skills in computers or outsourcing, we need to have more creative skills to stand aInteresting book. Some great points. With cheaper options for many skills in computers or outsourcing, we need to have more creative skills to stand apart from others. With modern abundance, products that have better design will be more successful. ...more