Interview with John Marshall, CEO of ClickTracks

JUN052007

Interview with John Marshall, CEO of ClickTracks

I had the pleasure of talking to John Marshall, CEO of ClickTracks, about his company’s present and future.

The first issue we talked about was one that is difficult to avoid, even though it has probably been discussed to death already. You probably already guessed it, but I was interested in hearing John’s views about the effect of the new version of Google Analytics. He is convinced that many Google Analytics users would never consider paying for web analytics anyhow. Therefore it doesn’t negatively impact ClickTracks’ sales. John saw an increase in sales right after the free version was announced. He explains that people use a free tool as proof of concept and then graduate on from that.

John views WebTrends as the main competitor of ClickTracks.

I also asked John about the plans for ClickTracks Appetizer. He was keen to point out that the key thing about the solution is the free web analytics classes provided by the company. ClickTracks Appetizer is the vehicle that enables them to teach for free and is supposed to suit someone who is getting started in web analytics. ClickTracks is, however, starting to get into some slightly more advanced topics now—teaching more advanced segmentation, for instance.

Every month ClickTracks also announces a Web Analytics Day when advanced features are made available in ClickTracks Appetizer. That combined with free classes is pretty effective, and I was wondering if they had considered taking Web Analytics Day on the road. John told me they would like to, but they would have to team up with a couple of other companies for it to be doable. An idea is to perhaps combine it with tracks about search engine optimization and PPC management.

Many web analytics vendors are branching out and aiming to offer a complete package covering all aspects of online optimization, not just web analytics. I asked John whether ClickTracks has any similar plans, and he said that they are working on some interesting new things that will probably be announced in a couple of months.

When John was on the vendor panel at Emetrics London, he said that ClickTracks has the ambition of making their solution the iPod of web analytics. He also mentioned that their unofficial slogan is “web analytics that sucks less.” I thought both things were very colorful and asked him to elaborate a little. John went on to say that ClickTracks has always tried to attack problems in a different way. One such example is ClickTracks’ approach to funnel analysis, which strictly speaking perhaps should be named something different.

John explained that iPods were much bigger than competing solutions when they came out, plus they went against the convention that portable music players should use flash memory and instead used a hard disk. But it turned out that other players, which used what was considered more modern technology, didn’t have enough storage capacity for people to use them. In the same manner, ClickTracks is not afraid of taking a different approach if it will result in a better experience for the analyst.

The most meaningless report that John has seen is “top paths through the site.” ClickTracks has consistently refused to provide this report as it doesn’t add any value. People have, however, asked for it many times but they are, in John’s experience, starting to learn that it’s not that useful.

ClickTracks’ biggest challenge in 2007 is integration with other tools, and North America is a bit farther ahead in that process than Europe. About twenty of ClickTracks’ clients have integrated, or are currently integrating, with other enterprise systems.

Generally John thinks that companies in the USA are somewhat ahead of Europe, probably because of a stronger tradition of direct marketing and looser privacy regulation.

Approximately one-quarter of ClickTracks’ customers are located in Europe. ClickTracks has its European headquarters in the UK and will be expanding from there. The next country in line is for an office is probably Germany.

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Part of the interview is available as a podcast:
johnmarshall.mp3

Listen: Podcast

Written by +Lars Johansson

and posted in Author Lars Johansson, English, From WebAnalysts.Info, podcast, Web Analytics

Läs mer: http://www.outfox.com/interview-with-john-marshall-ceo-of-clicktracks/#ixzz3R7WuRZL5
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Occam's Razor
by Avinash Kaushik

3 Advanced Web Analytics Visitor Segments: Non-Flirts, Social, Long Tail

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The last blog post shared custom analytics reports that you can use to find amazing insights faster, enabling you to create a focused, truly data driven organization.
In this blog post I want to continue the let's help make your day-to-day life better path. I'll share three advanced segments that I personally find to be of value in the process of moving from data to actionable insights. I hope you'll download and use these segments, but more than that I hope you'll learn how to create delightful analytics segments with the options you have at your disposal.
I am an unabashed segmentation fan: Web Analytics Segmentation: Do Or Die!
Without segmentation our analysis is focused on unrecognizable blobs of traffic. Total Visits. Average Page Views Per Visitor. Overall Conversion Rate. Yada, yada, yada. Boring. Useless. Life wasting.
With segmentation we focus on groups of people and we focus behavior that has logical connections (everyone who used a particular keyword, group that came via Twitter, people who viewed a TV ad, visitors who saw more than 4 pages on our site etc., etc). That helps us understand data & performance better. It helps us get data-gasms, improve ROI for our web efforts and get our bosses promoted.
How can you not love that?
Below are examples of segments that help us make a lot more sense of all the data we have and the insights that await us. You'll be able to download these segments and import them into your Google Analytics accounts and start using them right away!
Additionally, as I often do, you'll learn lots about the types of delicious analyses you can do with these segments. For good measure there is also a tutorial on regular expressions at the end (no good analyst can live without regex!).
If you use Adobe's Site Catalyst or CoreMetrics or Yahoo! Web Analytics or WebTrends or. . . you'll have enough detail below to create a segment in 5 minutes in those tools as well. Trust me, it takes just 5 minutes and, like with Google Analytics, you won't need to update your JavaScript tags or have to do extra work with IT or buy other expensive versions of their products just to do segmentation.
Let's go. . . three awesome analytics data segments. . .
#1: Non-Flirts, Potential Lovers
Did I get your attention? :)
We all obsess with our bounced traffic because it seems nutty that the person you spent so much time and love attracting to your website bounced! They did not click to see another page. They did not hit play on the video on the landing page. They did not click on a link on your landing page to your corporate site. They just left.
Here's how that segment looks:

It is tempting to analyze these people. Where did they come from? What campaigns? What landing pages? Etc., etc.
You can find value, but to grow the business it is not prudent to focus on analyzing just the people who flirt with us.
Why not first analyze people who do engage with us?
At this point people switch to analyzing all the non-bounce traffic. This is how that segment looks (bottom right):

[The above is a standard segment in GA, just look under Default Segments.]
Better. Ignore the flirts. Focus on everyone else.
Unfortunately that is still a "blob." It includes anyone who just had two "hits" in their visit (hits is a technical term for a page view, event, custom variable, etc., etc., more than one hit = non bounce visit).
I want us to be a lot more deliberate.
Look at the Depth of Visit report (standard report in GA in the Visitors section). It shows the distribution of the pages people see on your site (not the "silly" metric, average page views per session).
The distribution will show you the "tipping point," the point at which a core group of people decide to stick with your site after overcoming their initial "fears" (and your perhaps sub optimal pages!).
Segment that.
To use a metaphor. . . look for people who made it with you to a third date. For many sites, but not all, that's people who have seen three pages. It might take 14 pages to buy, but if they stay to three they are giving you a chance. They might read 8 stories on your non-ecommerce content site, but you note that people who see three engage for a longer time.
Here's that segment:

So simple right?
These 7,610 Visits were ripe with promise. Some people ultimately ended up buying, others just gave you a chance and decided not to consummate.
Rather than focusing on the bounce traffic ("flirts") it is much much more interesting and valuable to initially focus on people who give you a chance.
Where did they come from? 
12.11% from Organic Search via Google. Enough? Not enough?
More questions for you to answer. . . .
What pages did they enter on? What campaigns have a higher percentage of these people? What countries? What keywords? What is the delta between content they consume on your site compared to everyone else?
Look at the row with % of Total. . .

Helps you find what they are interested in, right?
More questions to answer. . .
Do they all happen to use the comparison chart first? Do they all absolutely read the Sports section? What's so unique about them?
This an astoundingly simple segment to create. Yet analyzing visitor behavior for this segment helps you identify, and perhaps do more of the things you already know are working.
Do this first.
Here's how you can get this sweet and simple segment:

1. Log into Google Analytics.
2. Come back here.
3. Now click on this link: Non-flirt Potential Lovers Segment. It will open in GA.
4. Click on the Create Segment button to save it in your account.

If you want to share this report with others (say via Twitter / email) you can use this url: http://goo.gl/SuwKp
Have fun.
#2: Social Media, Baby!
Social media is all the rage. Suddenly Marketers have discovered that convincing people to buy their products/services or read their content or apply to university takes just two things:

A. 140 character missives sent frequently during the day extolling the glories of the company / newspaper / university
B. Creating a Facebook page, and then proceeding with the glory extolling

So easy. </ever so slight sarcasm>  : )
Our job is to hold the feet of these adventurous people to the warm accountability fire, right?
[Remember everything below is only if you use Twitter, Facebook et al for pimping. If you are participating in those media in the manner in which you are supposed to, conversation and adding value rather than pimping, then I encourage you to read my Social Media Analytics post to learn what the best metrics and tools are.]
The challenge in measuring social media impact on your business is two-fold.

1. Most content gets consumed in applications (think tweetdeck, my beloved twicca, mobile etc). They don't send referrers allowing us to tie to the source with our analytics tool (any tool, GA or Omniture or CoreMetrics).
2. Splitting out activity that we caused vs. activity that was caused by others.

My recommendation is, again, two-fold.
First, if you tweet / update / tumble links back to yourself then please for the sake of all that is holy in the world add campaign tracking parameters.
Here's the link I tweet:
http://goo.gl/myisj
It points here:
http://www.kaushik.net/avinash/2010/12/best-downloadable-custom-web-analytics-reports.html?utm_source=social-media&utm_medium=twitterfb&utm_campaign=aktw
See the campaign (utm_) tracking parameters? Trackability, sweet, trackability!! Mobile, apps, html5 pages, bring it on. All visits tracked!
[If you use Site Catalyst or WebTrends or Yahoo! Web Analytics your campaign tracking parameters won't look like the above. Check with your vendor and tag appropriately.]
Second, split your social media value analysis into two different segments. Activity caused by you and activity on your site by all social media visits.

You drag over Source and input the Value you are using to tag your SM links, in my case the utm_source is imaginatively titled social-media.
This tracking mechanism (campaign tag) is used both on Twitter and Facebook links. I can, and often do, split out Twitter and Facebook separately by using a different value in the utm_medium value. I can further segment them separately if I want. For now I want to analyze them at a higher level together.
I did pimping. I got 2,486 Visits. So what?
Easy question to answer, go to your outcomes report and apply your newly minted segment:

Pretty darn pathetic, right?
Only one of the above goals is connected to a "hard" conversion (leads generated, Goal 2). The rest are "engagement" and videos played and other such goals.
Still pathetic, right?
Do you know how awesome, or not, social media efforts directly initiated by you are? It's not that hard. Go figure it out.
Oh and yes, you don't have to stop here. You can apply this segment to your amazing Page Efficiency Report, to your Visitor Loyalty and Recency reports, to your. . . well any report you have. That allows you to measure a broader view of the success of your social media efforts, rather than my effort to instantly put your feet in the fire! :)
Here's how you can get this social media segment:

1. Log into Google Analytics.
2. Come back here.
3. Now click on this link: My Social Media Traffic Segment. It will open in GA.
4. Click on the Create Segment button to save it in your account.

If you want to share this report with others (say via Twitter / email) you can use this url: http://goo.gl/fvuXP
Time to create our second, more expansive, social media segment.
As I had mentioned above, this time around we'll look at the social media to our website(s) from our efforts as well as that of all our friends / BFFs / haters.
Before you create this segment you should go checkout your All Traffic Sources report and see how your web analytics tool is capturing various channels people show up from. Based on that review of my site, here's the segment:

A quick explanation.
Values for twitter, facebook, sphinn, stumbleupon are there for people who use web based versions of these social media websites. I can add delicious, digg etc., etc., if I want to. They are simply not that important a source of traffic for me. See why the review of the All Traffic Sources report recommended above was important?
[Some people will obsess and create a ginormous catch-all segment. But remember, you don't need to understand data from the last 10 visitors to make smart decisions.]
The value for "social-media" is there to capture the social media campaigns tagged by me. See our first social media segment above. You'll use your own tracking values.
Value for awe.sm is because for a while I was using awe.sm to auto-tag all my links. There are some latent visits which should get flushed out of the system in the near future (as I have standardized on www.goo.gl and www.bit.ly).
That's *my* All Social Media Segment.
If you are thinking: "Good lord that is messy!"
Welcome to the world of social media tracking. It is messy-ever changing-and you should know that you are going to babysit this constantly. Sorry.  [Also see comment above about needing the last 10 visitors: you don't!]
But after you create the segment, awesomeness follows. . .  analysis!
Step one: Answer: "So What?"

Better, but honestly still pretty pathetic. Remember the goals are a mix of hard and soft conversions (see above)!
By now I am never surprised when I see the above result for Social Media efforts of most outcomes-driven pimping efforts via those channels.
Perhaps you are an exception. Now you know how to measure it!
As mentioned above Analysis Ninjas won't stop at just Outcomes analysis and will dig deeper to see if there is any value that this traffic is adding to our company. My personal favorite place to start is Visitor Loyalty analysis.
Ok so these people are not delivering any hard or soft conversions. Does their loyalty profile look any different?
Here, check it out (standard report in Google Analytics and other tools):

Hmm. . . a very different profile from other visitors to the site.
Other traffic to the site has much less loyalty than social media traffic. See the delta between 60.98% and 44.35% in the first two rows? Also see the much better, sweeter, distribution for Visitors who visit from 9-14 times through 26-50 times.
For this content website there is value in the social media efforts in that they are delivering an audience that tends to then be much more loyal than all other traffic that ends on their website.
Provable value! From social media!! I know!!! :)
A couple more ideas for our Ninjas to dig deeper, and types of analysis they could do to determine other types of value.
It is trivial to measure the base metrics for your website for your Social Media segment. Visits, Pages/Visit, Average Time on Site, % New Visits, Bounce Rates, Conversion Rates. . . . and so on and so forth. . .

You can quickly see at an aggregate level, or a detailed level, if your social media are delivering on the promise outlined by your $150,000 Social Media Consultant.
Here's another bit of analysis that can be useful for certain types of websites.
Say you have a real estate website, or you are responsible for craigslist.com. Both sites are primarily internal site search driven. People come to the site, search, find what they want, do business.
Take your newly beloved Social Media segment and apply it to your delightfully sweet pre-configured Internal Site Search reports. [Left nav -> Content -> Site Search]
Here's what you'll see. . .

You'll be able to analyze if people who come to your site from your Social Media campaigns engage with your site more or less (Total Unique Searches per Visitor). Do they exit from the internal site search results faster or slower (% Search Exits)? Do they have a harder time or an easier time finding the right result (Results Pageviews/Search and % Search Refinements)? And other such analysis.
You don't have to just report clicks and visits from social media. In our real estate website we got to the root of what's a deeper engagement (searching) and we got down to measuring real value (or lack thereof).
Ready to do some real social media ROI analysis?
Here's how you can get the all social media traffic segment:

1. Log into Google Analytics.
2. Come back here.
3. Now click on this link: All Social Media Visits Segment. It will open in GA.
4. Click on the Create Segment button to save it in your account.

If you want to share this report with others (say via Twitter / email) you can use this url: http://goo.gl/YnJON
Good luck!
#3: Search Queries With Multiple Keywords [3, 4, 5, 10, 20]
On this blog and in my keynotes I have bemoaned the obsession Marketers have with brand keywords and their sub optimal strategy of optimizing for keywords, rather than key phrases.
I am a search long tail lover. It is the way to happiness (and finding relevant users!). Hence our first segment focuses on helping you understand the balance between keywords and key phrases in the queries used by Visitors from search engines.
It is not actually a "segment," it is more like using advanced segmentation as a reporting engine in a way you can only do in Google Analytics!
My strategy is simple. Use a regular expression to get GA to segment search queries into various "words this query contains" buckets. Here's what it looks like:

"Magical" part: ^\s*[^\s]+(\s+[^\s]+){2}\s*$
Not that magical actually, just a humble regular expression. It is looking for the number of words in a query (in this case queries visitors typed into Google or Bing or Baidu that contained three words). The second regex counts visits with four word search queries.
[A quick note of thanks to Nick Mihailovski for helping me come up with the perfect regular expression. I was using ^\w*\s\w*\s\w*$. It was good but would not have caught some variations and it would not work for queries in non-English character languages.]
Ok back to using advanced segmentation as a long tail search report.
The final segment I have created, using the method above, has more "or" conditions that contain buckets for counting search queries with 3, 4, 5, 10, 20 and 20+ words. You can of course create any buckets you like; these were ones I find initially interesting.
When you click the Test Segment button (top right) you get this gratifying view (cropped to a small size):

Delightful right? It really is.
You get such an immediate sense of the long tail in a way that is hard otherwise in the mass of queries from search engines.
521 Visits from people who typed more than 10 words into Google/Bing! There were 36 visits by people using 20 words in their search query! And 237 people typed in more than 20+ words as their search query!
OMG!
Is your search engine optimization and paid search strategy accommodating for this type of behavior? You still bidding on a word or two?
While the above is not even your complete search universe view, it is a very simple and straightforward way to appreciate how long your search tail is.
And notice you did not even look at a report. You could do all of the above in the advanced segmentation view!
You likely want other buckets than 3, 4, 5, 10 , 20. No problem. Just download the segment below and make the appropriate changes and bam!
Here's how you can get this search long tail segmentation reporting:

1. Log into Google Analytics.
2. Come back here.
3. Now click on this link: Search Query Length Segment. It will open in GA.
4. Click on the Create Segment button to save it in your account.

If you want to share this report with others (say via Twitter / email) you can use this url: http://goo.gl/v3KbM
Being the Ninja that you are I am sure your thirst of knowledge is not satiated.
Now you are probably wondering how the bounce rate looks for one segment of the long tail traffic (lower usually) or how the conversion rate looks (higher usually) or how many pages do they see (more engagement usually) etc., etc.
The above segment won't help you with that. But all you have to do is create the segment you want.
For example here's the segment for people who see four words exactly:

Save the segment, here it is: Visits via Search Queries containing 4 words.
Now apply it to your favorite search report and hello sweet, sweet delicious data!

You know the search queries, you know how many people came and you know their performance ("engagement" or conversions or downloads or leads etc., etc).
Furthermore, you can also segment this data by Paid Search and Organic Search, or Google vs. Bing and start to do very focused analysis that should fundamentally improve your search marketing program.
You can also take another slice at segmenting your search head, mid, and tail. For example you can easily create a segment for Visitors who came to your site via search queries that had more than four words in the query.
Here's that segment: Visits via Search Queries with more than 4 words.
Now go apply it to your search engine or organic search or paid search or goals reports and do really valuable analysis that will earn you the eternal love and adoration of your peers and superiors!
[SIDEBAR]
In case you wanted to do something more sophisticated beyond what's outlined above here are a quick set of instructions, and a tutorial on using regex.
If you want to create a segment for search queries that contain just one word use this regular expression in your advanced segment:
^\s*[^\s]+\s*$
If you want Visits with two words in Google search queries use this:
^\s*[^\s]+\s+[^\s]+\s*$
or
^\s*[^\s]+(\s+[^\s]+){1}\s*$
If you want to identify Visits by people who use three words in their search queries:
^\s*[^\s]+(\s+[^\s]+){2}\s*$
Now you can keep adding to the number in parenthesis and do a happy dance.
Some more cute things.
If you want to query for more than x words, say more than three words use this:
^\s*[^\s]+(\s+[^\s]+){2,}\s*$
Did you see the comma after the number two above? Good.
If you want to identify all search queries where visitors to your site typed 2 or 3 words into the search engine, use this regular expression:
^\s*[^\s]+(\s+[^\s]+){1,2}\s*$
Fun eh?
So what the heck are all those characters in these regular expressions doing? Glad you asked.  Let's consider the regular expression we used to identify 2 word search queries.
The expression is (identified above): ^\s*[^\s]+\s+[^\s]+\s*$
Here's an explanation (as best as I can express in lay terms). . .
^          start at the beginning of the line
\s*        match zero or more white space characters
[^\s]+   match at least one or more non-white space character
\s+       match at least one or more white space character
[^\s]+   match at least one or more non-white space character
\s*        match zero or more white space characters
$          end of string
I hope all this "magic" makes a lot more sense.
[/SIDEBAR]
Isn't advanced segmentation cool? And to think you did all this with your standard javascript tag, all on the fly (including historical data analysis) and without having to buy extensive expensive add-ons!
Ok it's your turn now.
What are your absolutely dearest advanced segments? What's the coolest thing you have done with the advanced segmentation capability in your web analytics tool? Care to share some of your favorites? Perhaps a downloadable link?
It would be incredible to have your wisdom help all of us. Please participate.
Thanks.

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I am a Workaholic-ANALYTIC.

 A Workaholic-ANALYTIC is a guy who only think in statistics and probabilities, use different online tools, in spanish translation is: adicto al trabajo analitico.

Alex Rojas Riva

The Data in Google Analytics should be match with the Data or Blogger Statistics.

The Data in Google Analytics should be match with the Data or Blogger Statistics: 

For Geo Location Audience is very different from the Public Data of the same month interval, and is a marked difference. This advice I extend to all other segmentations : 

Example:

In my case, my blog: Digital Marketing & A Bit of All,www.alexrojasriva.blogspot.com appears as follows :

March 7, 2014 - April 5, 2014 . 

Blogger                                          Google Analytics

Statistics -Vision General-Public       Audience-Geo-Location 
________________________________________________________________

America                                          America

 
Included Canada                              Not Included Canada 
Not Included Venezuela                    Included Venezuela 
Not Included Ecuador                      Included Ecuador
Not Included Peru                            Included Peru
Not Included Bolivia                        Included Bolivia

Europa                                             Europa

Not included France                          Included France 
Not Included Italy                             Included Italy 
Not Included Romania                       Included Romania
Not Included Greece                          Included Greece 
Not Included Turkey                          Included Turkey

Africa                                                Africa

Not Included Senegal                         Included Senegal
Not Included Equatorial                     Included Guinea Equatorial Guinea
Not Included Zambia                         Included Zambia

Asia                                                   Asia

Not Included Thailand                        Included Thailand
Not included Malaysia                        Included Malaysia
Not Included Indonesia                       Included Indonesia
Not Included Philippines                     Included Philippines
Not Included Japan                             Included Japan

Middle East                                        Middle East

Not Included Israel                             Included Israel
Not Included Iraq                               Included Iraq
Not Included United Arab Emirates     Included United Arab Emirates

My advice to Universal Analytics (Google).

Since Universal Analytics left beta version or trial period.My advice to Universal Analytics ( Google UA ) is to use the biometric system , iris or retina reading to unify once and for all the offline and online sales in its new tool, thus , will offer the same service for free with the same UA tool , most comprehensive analytical information of the client database, and allowing better segmenting on Universal Analytics tool (like by hardware: smartphone, laptop, PC, Tablet, by OS-software: include Ubuntu/Linux, by behavior: Offline, Online), just increase a field in the database of all customer website using Google Analytics tool , the same it should allowed on UA tool , allowing the transition from GA tool to UA tool, and also allowing use an iris reader developed by Google (new free app called RETINA UNIVERSAL ANALYTICS App, RUA App), also keep customers the free use , and updated interpretations of data closer to the existing reality.Every customer buying online will have to add a record reading your own iris , which will allow you to be unique , such as online and offline customer .When the customer goes to the physical store , with just a reading of the iris , which will be recorded by the smartphone Store and checked every certain period of time in case of lost or stolen smartphone regular customer, update data, suspected of usurpation of person in a physical store using a stolen or lost mobile want to buy using data from credit or debit card registered on the website before by the real client .After making a thorough check of the person is the real owner of the smartphone, is when only then we will know that all your data and the actual purchase you make will be added correctly to your buy offline behavior from the same client and your behavior will be recorded by Universal Analytics online, offline and on time.File reading iris client will be stored in the cloud , so if lost or stolen mobile Store is not very difficult to sell the next day at the store, and only checks with iris client when you have a purchase of a new customer and that also acts suspicious , since regular customers are well known to store employees , but new or recent customers is checked for safety and tranquility.Another tip , UA should not use fingerprint readers , as they have a higher percentage rate of duplication , but can be a second field to add to the database client to identify the same customer only , that is, double check identity .
Neither is recommended to use a number of client / customer card, because the customer always forget the number, or lose the card, or they forget to bring the card with them everywhere.
 With just my little recommended changes, Universal Analytics market win more customers Sitecatalyst Adobe Omniture, Clicktrack , WedTrends and Microsoft Analytics , ensuring the reign of the Analytics Market for many years .UA should never forget either encrypt the customer data, change the encryption from time to time, provide better customer service, be better simply because they are, and each of their products.

 Alex Rojas Riva

Mi consejo a Universal Analytics (Google).

Ya que Universal Analytics salió de version beta o periodo de prueba.

Mi consejo a Universal Analytics (UA de Google) es utilizar el sistema biometrico, lectura del iris o lectura de retina, para unificar de una vez por toda las ventas offline y online en su nueva herramienta, de esta manera, ofreceran el mismo servicio gratis, con la misma herramienta UA, informacion analitica mas completa del universo de clientes, y permitiendo segmentar mejor en Universal Analytics Tool, con solo aumentar un campo en la base de datos de todas las website de clientes que utilizan Google Analytics Tool, lo mismo se debe permitir en la herramienta UA, lo que permite la transicion de GA tool a UA tool, y ademas que permita utilizar un lector de iris desarrollado por Google (new free App called RETINA UNIVERSAL ANALYTICS App, RUA App), asi mantendremos los clientes que la usan gratis, actualizados y con interpretaciones de datos mas cerca de la realidad existente.

Cada cliente que compre online tendra que añadir un registro de la lectura de su propio iris, lo cual le permitira ser unico, como cliente online y offline.

Cuando el cliente va a la tienda fisica, con solo hacer una lectura del iris, que sera registrada por el smartphone de la tienda, y comprobada cada cierto periodo de tiempo en caso de perdida o robo del smartphone del cliente habitual, actualizar datos, sospecha de usurpacion de persona en una tienda fisica utilizando un movil robado o perdido por querer comprar utilizando los datos de tarjeta de credito o debito registradas con anterioridad en la website por el cliente verdadero.

Luego de efectuar el riguroso chequeo de que la persona es el verdadero dueño del smartphone, es entonces cuando solo asi sabremos que todos sus datos y la actual compra que realice se añadira correctamente a las compras offline del mismo cliente y su comportamiento sera registrado por Universal Analytics, offline, online y on time.

El archivo de la lectura del iris del cliente se guardara en la nube, asi si se pierde o roban el movil de la tienda no es muy complicado vender al dia siguiente en la tienda, y solo se chequea con el iris del cliente cuando se tiene alguna compra de un nuevo cliente y que ademas se comporta sospechoso, ya que a los clientes regulares son bien conocidos por los empleados de la tienda, pero los nuevos o recientes clientes se chequea por seguridad y tranquilidad.

Otro consejo, UA no debe utilizar lectores de huellas digitales, ya que tienen una tasa porcentual de mayor duplicidad, pero puede ser un segundo campo a añadir a la base de datos de cliente para identificar al mismo unico cliente, o sea, double check identity.

Tampoco es aconsejable utilizar un numero de cliente/tarjeta de cliente, porque siempre el cliente olvida el numero, o  pierde la tarjeta, o ellos olvidan llevar la tarjeta con ellos a todas partes.

Con solo hacer mis pequeños cambios recomendados, Universal Analytics ganara mas mercado de clientes que Sitecatalyst Adobe Omniture, ClickTrack, WedTrends, y Microsoft Analytics, asegurándose el reinado del mercado por muchos años.

UA nunca debe olvidar encriptar bien la data de los clientes, cambiar la encriptacion cada cierto periodo de tiempo, dar un mejor customer service,
ser lo mejores porque sencillamente lo son, y en cada uno de sus productos.

 Alex Rojas Riva