Making Analytics Valuable

Peter O'Neill treats analytics as a tool for smarter decisions that make a business more money. An Australian who has lived in the UK for over ten years, he runs his own company, L3 Analytics, and founded the analytics unconference MeasureCamp. Following Avinash Kaushik's inspirational keynote, he goes the other way: instead of strategy he offers ten specific tips you can put to work on Monday morning.

You'll learn why campaign tracking comes first and what to record about every page and every on-site search. Peter shows how to set up negative goals in Google Analytics, see the true number of sessions by channel and build a horizontal funnel you can segment. He finishes with four reports worth automating, from dashboards and tactical reports for e-commerce and editorial teams to a quarterly performance diagnostic built on internal benchmarks.