Talking Site Topology

The Site Topology analytics techniques that we’ve been developing are, I believe, a foundational technique in site analytics. The concept behind these techniques is really pretty simple. Traditional statistical analysis of site behaviors is largely defeated by the impact of site structure. You can’t measure the correlation between content views and site outcomes because the correlation is nearly always a product (or overwhelmingly influenced by) the structure of your site. That’s why so much basic statistical analysis of site behavior is banal and uninteresting. Fortunately, with fairly simple algorithmic techniques, it’s possible to create a Website topology that maps the Website structure. This topology is useful in-and-of-itself but it also enables a wide range of statistical analysis methods on site behavior.

I spoke on Site Topology techniques at the DAA Symposium and then again with Barry Parshall (iJento) and Kelly Wortham (Dell) in my webinar last week. I don’t think you’ll ever see a webinar with more content. If you didn’t get a chance to check it out, I strongly recommend it. Believe me, there’s ZERO fluff in this hour.

I first elaborated the Site Topology methods in a chapter I wrote for inclusion in a book that Ralf Haberich is writing. As a follow-up to that, I did a podcast with Ralf that just got released. It covers some background of both Semphonic and me (that most readers of this blog probably know) but it also provides some discussion of Web analytics futures and, the section I think is most interesting, some discussion of these topology techniques.

Check it out: http://www.talking-analytics.net/podcast-4-gary-angel-semphonic/

And don’t miss the next chapter of Webinarmeggedon Tuesday morning with a look at the state of enterprise reporting and some in-depth discussion of why barometers are better than thermometers and how, when it comes to digital measurement, you can start building barometers.

 

Webinarmeggedon Update

Awhile back I posted on a the "Perfect Storm" of Whitepapers Semphonic is releasing. Over the next month, that’s resulted in a Perfect Storm of Webinars. So I’ve just put together a handy little list with links to everything…enjoy!

• Advanced Analytics for Site Optimization & Testing Webinar with iJento & Dell - Past Listen to Recording

            Whitepaper(s) to follow...

• Effective Measurement of Multi-Channel Marketing with Anametrix - Tuesday, October 30th at 9AM Pacific

            Download the Accompanying Whitepaper

• Choosing a Big Data Technology Stack for Digital Measurement with IBM - November 8th at 9AM Pacific

            Download the Accompanying Whitepaper

• How to Build a COMPREHENSIVE Digital Measurement Strategy with Cognizant - November 15th at 10AM Pacific.

and while the webinar may be past, you can still read the very recent Whitepaper on Digital Merchandising for Multi-Product (List and Aisle) Pages with Cloudmeter.