Data Mining and Predictive Analytics, Part 1

The cluster analysis process looks for groups of visitors in the data, where the people within the groups have something in common but the commonality is different from group to group.

Mason, Neil. ClickZ (2007). Articles>Web Design>Research>Log Analysis

Data Mining and Predictive Analytics, Part 2

In part one of this series, I examined visitor segmentation, a data-mining technique. Now, let's look at how data mining can be used to understand important visitor behavior over time.

Mason, Neil. ClickZ (2007). Articles>Web Design>Research>Log Analysis

Engagement: The Definition Debate

I know what engagement is (everyone does), but I don't know what it means or how to explain it, let alone how to measure it. In a digital marketing context, I think it's one of those words that everyone understands but can't define.

Mason, Neil. ClickZ (2007). Articles>Web Design>User Centered Design

Web Analytics: Insights From the Front Line, Part 2

2008 will see a more serious attempt to get Web analytics to become a part of business analytics. We're still a silo in most companies (data and people). We'll see more collaboration and innovation in helping Web data become a core part of the company data to truly give end-to-end visibility (and maybe the holy grail of multichannel analytics/impact).

Mason, Neil. ClickZ (2008). Articles>Web Design>Audience Analysis>Log Analysis

Web Measurement Strategies for Small Businesses

Tools to build an effective Web measurement strategy on a tight budget.

Mason, Neil. ClickZ (2007). Articles>Web Design>Research>Log Analysis