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QR codes have started to pop-up in lot of places such as store display, business cards, online ads, postcards etc. Whether QR codes are here to stay or not but from the measurement perspective they do present a huge opportunity in measuring advertising's (particularly offline) effectiveness. If you are one of those marketers who have embraced QR code or are thinking about it or just curious to know how QR code measurement works then this post is for you. Measuring URLs in QR Codes You won’t be able to measure the number of impressions of the QR codes if they are distributed offline. What you can measure is how much traffic those QR codes are driving to your site or to your pages on 3rd party sites like facebook page, twitter account etc. Measuring QR code links to your site Measuring QR codes that sends user to your site is as simple as campaign tracking. Just add the campaign tracking variable to the URLs that you have in your QR Codes and treat it like any other campaign. ...

Sometimes there are things that you know are not right and need to be fixed immediately rather than testing and waiting for the result. Such was a case that I recently encountered and the results were amazing. Recently, I was working with a client who sells people expertise (I am purposely vague here because I don’t want to reveal the name of the client). The “Expert” search is the start of the process and then “Expert Search result” page is a second step in the process. On the expert search page, each expert is listed with a small blurb and the name of the expert was linked to the next step of the “checkout process”. When analyzing the “checkout” process we noticed that there were 2 things missing The name of Expert was not underlined – it was linked to the next step in the “checkout” funnel but not underlined. Also, that was the only call to action on that page i.e. to click on the experts name to go to the next step. The picture of the Expert was static and had no link whatsoever...

Continuing my series on Creating a Culture of Analytics I would like to touch on a very critical aspect of creating a culture of Web Analytics and that is Context. What is Context According to Princeton.edu context is Discourse that surrounds a language unit and helps to determine its interpretation the set of facts or circumstances that surround a situation or event Context takes the ambiguity out of the equation. As an Analyst it is very important that you provide full context when reporting your web analytics data. Context gets everybody on the same page. Do not leave anything for interpretation by the end users of your reports, give them the insights in a simple and easy to understand format . Let’s look at an example to understand critical context is. 60 Degrees If I say it is going to be 60 degrees tomorrow. What will be you reaction? If you are in Minnesota – You will yell “Summer” If you are in Seattle, you will think – ““Spring” If you are in Florida, you will say “ Damn… Co...