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
The Myth of the Usable Analytics Platform

The Myth of the Usable Analytics Platform

1 Comments
Web analysts aren’t grown in laboratories, or assembled from the body parts of business analysts, product managers, and front end developers. Web Analysts are collectors and curators of a precious resource- but the data belongs to the company, not to us. Omniture SiteCatalyst is the kazoo of the analytics world: everyone should be able to pick on... Read More
Agile Analytics

Agile Analytics

0 Comments
Its easy for product owners (and their products) to get absorbed by scope creep. Especially young products. When you’re just starting out, low hanging fruit are everywhere. Opportunities are falling onto your plate. Like the Sizzler’s buffet, the costs/rewards of features for young products is hard to walk away from. An environment with... Read More
The Importance of Requirements Analysis

The Importance of Requirements Analysis

1 Comments
A question I was fond of in my early user research career was “If you had a magic want and could change the product in any way you liked, what would you change and why?” The “magic wand” question was always a conversation starter- expert users always have suggestions about the product they’re using. But there’s a problem with the magic ... Read More
Four Habits of Highly Effective Web Analysts

Four Habits of Highly Effective Web Analysts

0 Comments
These are some factors that I consider to be indicators of a mature analyst. Collaboration The analyst knows when and how to get engineering involved. At times we give greater direction. Other times we invite collaboration and co-design. The analyst is able to connect with stakeholders and communicate effectively. Priorities & Support The analy... Read More
Ass Kickin’, Finger Lickin’ Data Collection Design

Ass Kickin’, Finger Lickin’ Data Collection Design

0 Comments
There are many ways to skin a cat, and multiple options to implement any data collection request in Omniture. When we‘re getting started, we ask “How do I collect this data?” When we mature, we ask “Which is the best way to collect this data” Our job is to know the different options are, then make decisions about which is appropriate. Des... Read More