Practical Ecommerce

    Tim Wilson

    Tim Wilson

    Tim Wilson is a partner at Web Analytics Demystified, a leading digital analytics consultancy. He has worked with the many dimensions of marketing and customer data for over a decade. From running the business intelligence department for a $500 million high-tech business-to-business company, to driving initiatives to clean up customer data at a major insurance and financial services company, to working at a leading digital agency to help consumer brands ranging from Hewlett-Packard to Purina to act on their digital and social data, Tim is a marketer-friendly data geek.

    While his heart remains in Austin, Tim has been based in Columbus, Ohio, since 2007, where he started and continues to run monthly Web Analytics Wednesdays, and where he blogs about measurement and analytics at GilliganOnData.com. He holds a B.S. in Architecture from Massachusetts Institute of Technology and an M.B.A. from The University of Texas at Austin.


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    Google Analytics: Site Search and Capital Letters

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    August 27, 2013 •

    The site search functionality on a website is a powerful source of information about what users are looking for. It’s the place where visitors actually use their keyboard to tell you what they’re trying to do. I’ve addressed site search and analytics previously, in “Integrating Google ... Read More »

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    Google Analytics: How to Avoid Data-wandering

    Google Analytics: How to Avoid Data-wandering
    July 17, 2013 •

    When it comes to Google Analytics, a common question users ask is, “Where do I start?” They have logged into the tool multiple times and stared at the default report with its default timeframe of the last 30 days. They have pondered whether there was anything actionable buried in that c... Read More »

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    2 Handy Google Analytics Features: Ecommerce Reports, Weighted Sorting

    2 Handy Google Analytics Features: Ecommerce Reports, Weighted Sorting
    June 19, 2013 •

    Overall, Google Analytics has a clean and intuitive interface. But, somehow, useful capabilities sometimes get lost on the screen. Two such features are the "Ecommerce" metric group and "weighted sorting." The Ecommerce Metric Group Every standard report has one or more predefined “me... Read More »

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    Google Analytics: 5 Custom Ecommerce Events to Track

    Google Analytics: 5 Custom Ecommerce Events to Track
    May 14, 2013 •

    A friend recently asked me about event tracking on his new ecommerce site. He wondered if I had a comprehensive list of events to track. Well, in answer to my friend, this article is my list of five favorite event tracking customizations, using Google Analytics, for ecommerce sites. C... Read More »

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    Using Analytics to Adapt and Learn

    Using Analytics to Adapt and Learn
    April 16, 2013 •

    Everyone wants to be data-driven these days. But, what does that really mean? Using the classic “people, process, technology” triangle, it is tempting to see technology as the most critical factor in becoming data-driven. After all, technology is required to capture the data, and technology is ... Read More »

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    Effective Analytics: Using the Right Tool for the Job

    Effective Analytics: Using the Right Tool for the Job
    March 19, 2013 •

    Web analytics platforms are rich sources of data for marketers and ecommerce managers. But it is a mistake to treat them as the only source of information. There are many others — many of which are inexpensive or free — that complement web analytics and are better at answering certain t... Read More »

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    Locating 404s with Google Analytics

    Locating 404s with Google Analytics
    February 19, 2013 •

    404 error pages are bad. On the list of “Bad Things on Your Site,” 404s easily crack the top five. Yet site owners frequently have no idea how often 404s occur on their sites, much less monitor and address them. Can you answer the following questions? How many visitors to your site l... Read More »

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    Configuring Google Analytics, Part 2: Advanced Capabilities

    January 10, 2013 •

    Editor's note: This is "Part 2" of a 2-part series on how to know if you are fully using Google Analytics for your ecommerce site. The first installment, "Configuring Google Analytics, Part 1: Are You Taking Full Advantage?," we published previously. In "Part 1: Are You Taking Full Adv... Read More »

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    Configuring Google Analytics, Part 1: Are You Taking Full Advantage?

    Configuring Google Analytics, Part 1: Are You Taking Full Advantage?
    December 20, 2012 •

    Editor's note: This is "Part 1" of a 2-part series on how to know if you are fully using Google Analytics for your ecommerce site. "Part 2: Advanced Capabilities" we published later. One of the first things I do with a new Google Analytics clients is log in to their accounts and do a q... Read More »

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    Analyzing Mobile Traffic in Google Analytics; 5 Questions

    Analyzing Mobile Traffic in Google Analytics; 5 Questions
    November 16, 2012 •

    According to published reports, there were 20 million iPhones, 18 million Android-based Samsung Galaxy S3s, and 17 million iPads sold in the third quarter of 2012. The mobile channel, as such, can’t be ignored. But, “mobile” is complicated. It covers a wide range of devices and experien... Read More »

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