Web Measurement and Analytics - News and Blog

The trend towards free analytics technology, accelerated by Yahoo's acquisition of IndexTools and plan to make it a free service , raises interesting questions both for vendors and for organisational planning, writes Lynchpin's Andrew Hood . 

Brian Clifton is a search and web analytics expert. From 2005, Brian was Google's Head of Web Analytics for Europe, Middle East and Africa.

He recently left Google to become Senior Strategist for Omega Digital Media. We caught up with Brian to ask him about his experiences at Google, his views on web analytics and his new book.

John Wyllie is the global web analytics manager at GE Money – a role in which he advises and directs the analytics activities of the company’s numerous international businesses.

We asked him a few questions about how analytics can best be managed within organisations, and how the financial services industry stacks up against other sectors.

Dela Quist explains how new ways of measuring email performance can boost ROI and give you a new perspective on your email strategy. Find out how customer-based metrics could transform your campaigns.

Most of the news that caught Drama 2.0's attention this week was primarily filled with drama in one form or another.

This week's The Web Week in Review is a hodgepodge of news.

Last year, Channel 4 Education announced it was ditching much of its TV output and devoting its £6m budget to “high risk” cross-platform projects that could more effectively engage youngsters.

With more and more teenagers spurning traditional media, we asked the broadcaster’s commissioning editor Matt Locke about how it is planning to reach them through digital services.

He tells us if production houses are ready to fulfill its objectives and how Channel 4 is rethinking its focus towards metrics and measurement. Amen to that.

Whether you are a new entrant to e-tail or an old hand with large sales volumes, the right content optimisation strategy is vital in order to effectively leverage multivariate testing tools within your organisation.

It was painful to watch, but Shel Israel, host of the Global Neighbourhoods “show,” recently dedicated an "episode" to a social media marketing campaign SeaWorld San Antonio engaged in last year as part of its launch of a new ride, 'Journey to Atlantis'.

EDF Energy recently scored a YouTube hit with its ‘recycled film footage’ ads – the first integrated campaign the firm had created.

One of its clips reached the site’s list of Top 20 most clicked on videos in its category, attracting more than 40,000 views. But although it helped generate awareness and feedback, it did not drive many referrals.

Here, head of brand advertising Rob Merrington tells us about what EDF learned from the campaign and the role digital will play as in the run up to its Olympics sponsorship in 2012.