Pinterest provides handy ‘Pin It’ buttons to embed on your site, which let Pinterest users share images and corresponding web pages on their pinboards. Pinterest has been a hit, both with the tech-savvy and with many who aren’t otherwise big on social media. Popular pinners can find and promote products they like to many followers, so giving them an easy ‘Pin It’ button is a no-brainer. Of course, if you’re going to deploy these buttons on your site, having a way to track them is a no-brainer as well.
In the name of user security and privacy, Google yesterday announced that it will no longer supply information about the keyword to websites receiving ad clicks when the user searches from Google using a secure (HTTPS) connection. From an analytics perspective, that means that the “(not provided)” issue with keywords will now apply to paid search data in addition to organic search, where it already exists.
What this means for you as an analyst or marketer varies depending on what tools you use to collect and view data.
It’s been a long few weeks, and one of them was spent in lovely San Francisco at the eMetrics Summit. Of all the industry events, these are my favourite because of the high quality sessions and the number of very talented peers that I get to talk shop with.
A few high level themes really stood out this year, including attribution and the usual standards like social and mobile.
In particular, I paid close attention to the sessions that are closest to my heart—explaining analytics to executives. I learned a lot, and even filled a notebook with takeaways and ideas. However, there was a question I had throughout the conference that was never spoken to.
Where’s the CFO?
For those of you who are part of the digital measurement community, eMetrics summits are probably well known to you. Several times a year, in different parts of the world, all the analysts get together to talk shop, share best practices and keep up to speed on new events – which in this industry are happening all the time.
If you have attended an eMetrics event, you know how awesome they are. After spending several months fighting to get people to care about data, you get to spend a few days with peers, talking shop and having a pint or two. They are honestly the most enjoyable shows I do all year.
Full disclosure: I try and get to as many eMetrics shows as I can, and have had the privilege to have spoken at several of them. So I have a bit of a bias.
In an attempt to help foster Ottawa’s fast growing analyst community, and also drive some awareness of eMetrics and the DAA, there will be a half-day event taking place January 17th in the Byward Market. Unlike the summits, which do have attendance fees, the Ottawa event will be free of charge, which is my favourite price.
Many times when I talk to an organization that has dedicated analysis, I am blown away by how underutilized they are.
Business analysts, especially ones who specialize in digital, are a rare breed. They have a strong understanding of technology and data, but also have the ability to see the big picture of an organization–so that they can focus on telling relevant stories around signal data. This is why good analysts are so hard to find, and so expensive to acquire.
When you talk to a firm that already has analysts in place however, you find out what they are tasked to do tends to be the following:
- Tag management for existing web technologies
- Basic ad hoc reporting management for business staff (e.g., “How many people came from email last week?”)
No wonder analysts never stick around longer than a year at one job; by the time the recruiters start calling with more money the analyst is so bored they would work for less.