Humanise your data: 5 things you can do to get Google Analytics reporting on real “user” insights

quantitative data - what; qualitative data -why

Often when we talk quantitative data, we talk metrics and dimensions: sums, averages, aggregates, time, day etc. Data is often soulless and very rarely contains context especially a human context. On the flip side, qualitative data or persona information is

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Posted in Insights, Understanding GA

Lies, damned lies, and aggregated statistics. Google Analytics Overview reports explained including why you shouldn’t use them

Mark Twain creative commons wikipedia

Strong title I know, but its got your attention. For clarity, Google Analytics doesn’t lie, what does is those people using the data who are either misinformed or aren’t getting the most out of GA…read on if that’s you! This post

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Posted in General Advice, Goals, Insights

Using Personas in Google Analytics to drive “real” insights

Google Analytics goal reports split by persona

No doubt a lot of you use or have heard about personas. Creating personas comes from analysing and understanding user behaviour from a range of sources including quant data. At NICE we have begun the journey of creating personas and naturally I started

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Posted in General Advice, Insights, Understanding GA, User Research

Create meaningful insights for Enterprise Search Tools using Google Analytics and Google Tag Manager

Google Search Results

We, NICE, like several other organisations provide a search facility similar to an enterprise search; that being we index several external resources and provide the tool to search them. By default this means the standard site search feature of Google Analytics

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Posted in General Advice, Improvements, Insights

Getting started with A/B testing: Part 3 – Results

optimizely results test 2 summary

So our test has been up and running. Previously I mentioned an issue with numbers; partly because of an additional variation thinning out traffic, but also picking a page that wasn’t getting enough traffic. After waiting an additional week we have some

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Posted in Insights, Optimisation

3 ways to get buy-in to UX tests

data insights are the basis to continual improvement

As a web/ UX analyst I am involved in UX tests (card sorting, a/b tests, lab tests, user study) on a daily basis. WhichTestWon kindly asked me to present on this topic in what turned into a great discussion by all those

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Posted in Insights, User Testing

Getting started with A/B testing: Part 2 – Start the test

optimizely traffic allocation screen

With our goals recording, we went in search of an ideal candidate/ a pain point we knew needed improving.  At NICE we revolve around providing guidance on a range of health issues. Within each piece of guidance is key recommendations

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Posted in Insights, Optimisation

Getting buy-in from senior management to data-driven design

MeasureCamp logo

For those who attended my session at MeasureCamp (even those who didn’t) below is some of the good and bad experiences on buy-in to data-driven design from those in attendance. As mentioned on Google+ I have written a post previously on building

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Posted in General Advice, Insights

Getting started with A/B testing: Part 1 – Preparation

A/B Test Wireframes

Whilst personally this isn’t my first foray into A/B testing, it is for my current place of work and as so I thought it was an ideal opportunity to document the process. With doing this, I will be able to

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Posted in Insights, Optimisation

Unexpected results when using Dashboard Widget and “Sessions with event”

Widget settings sessions with event - Google Analytics Dashboard

This short post documents some finding from my google+ post. I wanted to create a simple dashboard for key stakeholders to see not only overall sessions but sessions when a certain event (a micro conversion) had occurred. The site in

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Posted in Understanding GA
About Me
Dominic Hurst

Dominic Hurst

Measurement, insights and analytics lead @NICEcomms. Advocate for UX and customer-centric data driven design. #UX #Analytics #CRO

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