Episode 12: Web Analytics Demystified

In this episode we are joined by Eric Peterson of Web Analytics Demystified, as we discuss the current state and the future of Web Analytics.  Eric also shares his thoughts on his other projects The Analysis Exchange, and Twitalyzer.

So download this podcast to your favorite mobile device or listen to the podcast here! If you have any comments or questions for the podcast, please use the comment section below.

Hosts: Adam GrecoRudi Shumpert
Guest Host:  Eric Peterson

Eric T. Peterson is author of Web Analytics Demystified, Web Site Measurement Hacks and The Big Book of Key Performance Indicators and a long-time member of the web analytics community. He frequently presents on web analytics and is often cited in articles about digital measurement.   More recently, Eric has founded The Analysis Exchange, a completely new way for motivated individuals to gain experience with the actual analysis practice.

Eric will be at the Coremetrics User Conference in April, and Unica’s User Conference in May.  Visit our Speaking Calendar at Web Analytics Demystified ( for more events that Aurelie, John, and I will be at and come look for Web Analytics Demystified.

Eric’s Free Books
All Web Analytics Demystified Blogs
The Analysis Exchange
Web Analytics Wednessdays

Note: The sound clips used in this podcast were used under license.
Burnkit2600CC BY-NC-SA 3.0



  • Michael
    Posted 16 March, 2010 at 9:07 pm | Permalink

    I can clearly see the benefit of having different sets of tools for different audiences. However, this essentially doubles the effort of implementation and maintenance. If we have to implement 2 sets of codes, and still maintain adequate data integrity for 2 both systems, we would have to hire a lot more people to help, and headcounts is hard to get in this economy despite WA is a growing industry. A company that has multiple sites and web campaigns go out every week. How can this be scalable?

    I have high respect for Eric. I am always the devils advocate, so I hope folks here don’t mind me just throwing my opinion out.

  • Posted 17 March, 2010 at 11:20 am | Permalink

    We double tag on a number of sites, the clients like the quickness/ease of GA, we (the analysts) like the software version of WT, and find the Visitor centric Marketing Warehouse/deep dive analytics of WT, and all the good aspects of a full featured tool. Tagging was made easy for us by our use of XML, Tracking Classes in our flash, and Web Dev’s that make it work in both.

  • Posted 22 March, 2010 at 3:23 am | Permalink

    I agree with Eric Peterson: great content, great guests, great topics, great podcast. I really appreciate your show.

  • Michael
    Posted 24 March, 2010 at 4:46 pm | Permalink

    If you have resources, you can double tag or even triple tag. But double tagging adds the workload of the analytic guy, monitoring data quality, and overseeing implementation of 2 tools, and not to mention he will have to answers questions like “why is my page’s visits number are higher in GA? Which one should i trust? is this accurate at all? Then I will have to explain the whole concept of precision vs. accuracy.

    Again, if resource is not an issue, why not.

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