Analytics

Analytics isn’t “data” … It’s the discovery and communication of meaningful patterns across data. It’s a whole methodology—a system for quantifying performance, solving problems, and optimizing web products via phases, tasks, techniques and tools. And it’s critical to effective online marketing strategies.

Online marketing has evolved from a creative process into a highly data-driven process—which is why today’s awesome marketers have earned the new moniker “growth hackers.”

That’s who we have on our team: growth hackers.

We use analytics to collect session-level information about interactions on our web and mobile platforms, like traffic referrers, search keywords, IP addresses, and visitor activities including conversions. With this information we can describe, predict, and improve business performance.

Analytics is a two-sided coin. On one side, it uses descriptive and predictive models to gain valuable knowledge from data—data analysis. On the other, analytics uses this insight to recommend action or to guide decision making—communication. Thus, analytics is not so much concerned with individual analyses or analysis steps, but with the entire methodology. Analytics often favors data visualization to communicate insight.

We focus on data quality.

Having lots of data is one thing. Having lots of good data is another. Too often, web businesses fail to make the distinction and assume that because data came from a well-known site like Compete or Quantcast it’s good enough. Data quality is like oxygen: You can't see it without the right tools, but if it's not there, it's going to hurt.

We build our own tools.

Google Analytics is one of the most commonly used Web statistics apps. But sometimes Google doesn’t provide sufficient competitive information—particularly when it comes to its own search results. That’s where we bring our own talents to the table. We’ve built our own proprietary tools to closely monitor many types of big data.

We are always watching.

It takes at least a month or two of data to make valuable determinations and predictions. On the other hand, it can take mere seconds for something to go wrong. For example, what if Google suddenly releases an update that significantly impacts how it ranks sites? We sleep, eat and breathe this stuff to ensure we’re always on our game.

We are constantly improving.

Sharks die if they stop moving; so do businesses. We know business analytics are our greatest advantage—providing cost savings through economies of scale and scope, helping us (and our clients) win market share, retain customers, drive better outcomes, and manage fraud. These results require focus and forward motion.

Okay we admit it, it takes a bit of applied psychology.

Psychology might seem like a strange fit in a quantitative field like analytics. But we can't quantify everything. From an internal perspective, influencing customers requires understanding of persuasion and communication preferences. From an external perspective, influencing customers requires understanding of behavioral psychology.

Our analytics dictum.

The devil is in the details.
Quantity has a quality all its own.
Complexity comes free. It's simplicity you have to work for.