David Housman

Summary

In the 8 years since I started working with Omniture, I’ve built data collection on 39 web and mobile products, and completed 15 soup to nuts implementations at 6 organizations. However the value I deliver lies in changing the people and companies I work with.
2015-05-05 12.57.42

Web Analytics data is only as effective as the organization’s ability to consume it. My approach is to develop mature processes, people, and infrastructure. All three pillars must advance in lockstep: a maturity gap results in waste, product decay, and missed opportunities.

Web Analytics is no more about Omniture than astronomy is about telescopes.

Web Analytics resources are constantly stretched. I don’t advocate for a “tag everything” mentality because it can distract from other things that are important. Self-service is critical..Stakeholders should have direct access to Discover/Ad Hoc. Documentation and training can help facilitate this, as well as Report Builder and the Excel client.

Good data collection design is cheap and valuable. It’s really important to build solid fundamental infrastructure before more mature tracking. I like to weave  variables together to provide more value.

Over the years I have developed a custom QA approach that produces higher product quality with less effort than the alternative. Successful Web Analytics programs will prioritize features as well as infrastructure.

AB testing is a core element of a web analytics program. Some opportunities can’t be realized with a simple significance test. In depth analyses and survey intercept tools such as Qualtrics collection can supplement traditional testing methods. 

The Web Analytics Stack of my Dreams

  • Web Analytics: SiteCatalyst
  • Survey Intercept: Qualtrics
  • Testing and Optimization: MaxyMiser
Adam Greco: Fact Behind Fiction

Adam Greco: Fact Behind Fiction

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Few have watched Bobby Fischer play chess. Rarely does one see inside a mighty locomotive. Recently I was invited for a 1 on 1 interview with Adam Greco, author of The Adobe SiteCatalyst Handbook, Senior Partner at Web Analytics Demystified, and maven of the Web Analytics industry. Greco helped arm the Digital Analytics revolution with knowledge. ... Read More
Incident: Critical

Incident: Critical

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A Critical Incident means that something good or bad happened during a usability study. Usability tests are not the only forum where the concept applies. They are not trivial: thousands of users may be affected by a problem before someone complains. Critical Incident centric analysis within a visit is something you can totally do. First, select Cri... Read More
The Relative Truth About Absolute Numbers

The Relative Truth About Absolute Numbers

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Remember that game at the county fair, where you had to guess the number of marbles in a jar? When the marble jar game was over, someone reads out the number of marbles… And that’s it. There is no learning. There is no insight. A marble jar is not actionable. The only thing you get from the marble jar is one of Aunt Bea’s famous pies, if you ... Read More
Recruiting: Multivariate Research vs. Usability Testing

Recruiting: Multivariate Research vs. Usability Testing

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The first lesson of User Research is that you get out what you put in. Before every usability test, the User Experience Team makes decisions about who they want to test their idea out on, which usually means finding people that are representative of people that might actually visit your website. Multivariate Research shares this step, but executio... Read More
Multivariate <strike>Testing</strike> Research

Multivariate Testing Research

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Let’s say a product manager has an idea, but they’re not sure if it will work or not. One alternative to the magic 8-ball is a multivariate experiment. In a multivariate experiment, someone takes that idea, puts it on the site under controlled conditions. We then measure what happens after people see it. The “Test” is a statistical test tha... Read More
Usability (good God, y’all), what is it good for? Absolutely Somethin’!

Usability (good God, y’all), what is it good for? Absolutely Somethin’!

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Usability and Web Analytics are the peas and carrots of the user research world. Web analytics can tell you what is happening, but they don’t usually tell you why it is happening. Usability research tells you why something is happening in a small group. Web Analytics and Usability need each other like Heads needs Tails, like Yin needs Yang, like ... Read More
Omniture Discover and Discoverability

Omniture Discover and Discoverability

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I’ve been an Omniture SiteCatalyst and Discover user since 2007. I remember when it had the annoying green background and the site metrics report wasn’t all fancylicious. When I finally got my training on Discover I was stunned by feature after feature, which I’d been rubbing up next to for so long, but I never knew was there or h... Read More
How to Take Requirements like Avinash Kaushik

How to Take Requirements like Avinash Kaushik

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Some of us learn Web Analytics. Others, like the great Avinash Kaushik have been balling with Omniture since the day he was born. Here’s what you can do to be like Mack Daddy Kaushik: Immature Mature Avinash Kaushik Tailoring to stakeholders None. Everyone gets the same questions. Considerate of the stakeholder’s role and background. Touche... Read More
Web Analytics Program Maturity and Reporting Capabilities

Web Analytics Program Maturity and Reporting Capabilities

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By the time we get to actually reporting data, things should have been solidified in the design. But when selecting a design, it’s important to imagine how that information will be reported. And these are things I look for in good reporting: The bottom line The report is designed to inform the action based on this report. It presents the informat... Read More