Tag: datamining

Finding your KPIs in the Gold Rush of Data

August 14th, 2016 — 9:24pm
Dashboard reports for web analytics

Dashboard reports: how to see all your relevant data in one place

Thank-you to Steffen Hedebrandt, Head of Marketing over at Airtame, for writing this article.


On August 16th of 1896, local miners discovered gold in the remote city of Klondike, in Yukon, Canada.

As the rumour spread and eventually reached San Francisco and Los Angeles, it launched what was later to be known as the Klondike Gold Rush. Between 1896 and 1899 more than 100,000 people made the long and presumably uncomfortable journey to Klondike.

Some got rich. Some got a bit lucky. Some died in dire pain, due to rough climate. Winter did indeed come. Most had to just travel back the long road from which they had come again, in vain. Read article

With beginnings in traditional print media, Nathalie has been in digital communications management, PR, & content marketing for 8 years. She is now in charge of communications, PR & content marketing at DashThis, where she spends her time sharing her expertise in dashboard reporting.

Comment » | Dashboards, Key Performance Indicators (KPI), Marketing, Web analytics

Unleash the power of Google Analytics’ Data Table

May 7th, 2015 — 8:41am


***Before you continue***

If you master 100 % of Google Analytics’ features, this article may not be written for you. Otherwise, if you are like 98 % of Google Analytics’ users, you are probably not using it to its fullest potential. If you consider yourself part of the second group–don’t be shy. You may want to read this one.

While the entire world is going crazy about big data, multiple fancy data analysis tools are appearing on the market. Just search for « big data analytics tool » and you will be submerged with reviews presenting the one million of the best tools available in the entire universe.

"Big data" query usage on Google since 2004.

Big data” query usage on Google since 2004. Source: Google Trends.


Am I missing something here? Is it just me or while everyone is getting drunk on big data tools, we’re forgetting the big picture. These tools are not the Holy Grail just yet. Let’s be realistic: whatever tool you use, whatever functionality it has, I am pretty sure it won’t tell you exactly what to optimize on your website and most certainly not how to optimize it.

Here is why.

Tools don’t make the web analyst

No matter the data analysis tool or software you use, in order to do a perform a kick-ass website analysis, you must :

Know your digital goals inside and out

By mastering your digital goals, you will be able to translate them into key performance indicators (KPIs) and concentrate on statistics that are meaningful for your organization. I once read in Avinash Kaushik’s blog: “Good analysts are great assassins. They are great at finding lame metrics and dimensions and assassinating them.” This quote represents, to me, one of the most important ideas about web analytics.

At the end, web analytics is all about finding the right metrics and making ‘em talk in a meaningful way to your business. Continue reading »

Antoine, aka. Tony, has been in the field of digital ecommerce and marketing for the past ten years. Ranging from marketing analyst in a large corporation, to web marketing specialist in a small agency, to independent consultant for small and large business alike, he’s been involved in the ins and outs of inbound marketing, analytics, SEO and SEM for years. Currently Chief Operating Officer at DashThis, Tony has his hands in everything… but he’s still a marketer at heart.

Comment » | Key Performance Indicators (KPI), reporting, Tutorials, Web analytics, What would Tony do

You Can’t Slice and Dice Data in Our Reports and Dashboards, and There’s a Reason

October 29th, 2014 — 10:13am


“I want to change dates on the fly in my report, but this seems impossible. Am I missing something?”

Yes. And no.

Actually, this is purely intentional. On purpose! That’s right, we don’t want users to change dates on the fly.

Yeah, you are probably thinking we’re crazy.

You may be right. It was a bold decision back at the beginning of DashThis, to say no to users regarding changing dates on the fly.

I compare this to Basecamp’s continuous refusal to implement Gantt charts in their project management tool.

The thing is that when you receive your phone bill, do you change the dates? Do you change them when you check your bank account statement? Or when you look at your past month’s performance in your fantasy football league?

No. Because you are looking at a report. A static view that tells you how it went during that period.

You are not analyzing and playing with the data to find out correlations or causes of some events. In other words, you are not mining to extract knowledge.

You are not performing data mining. You are reporting information to someone else (the boss! the client!).

In other words, as a Web analyst, it’s your job to dig and extract buried pieces of information and make sense of it so it’s useful for the organization or clients you work for.

Continue reading »

Stéphane has been working on business Web projects for more than 15 years. He has a computer science degree and a MBA specialized in e-commerce from Laval University in Quebec City. That also explains why his writing can sound weird: He is a French Canadian!

View his LinkedIn profile or email Stephane: stephane@dashthis.com

Comment » | reporting

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