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    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 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

    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 ... Read More »

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    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

    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

    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

    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 ... Read More »

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    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

    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?

    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

    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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    Creating Custom Segments in Google Analytics

    October 24, 2012 •

    In "Understanding Segmentation in Google Analytics," my previous article, I explained the concept of analyzing traffic to a website in separate groups. This process is called "segmentation." Google Analytics offers several default segments, to automatically track common groups of vi... Read More »

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    Understanding Segmentation in Google Analytics

    October 19, 2012 •

    Gary Angel, one of the sharpest digital analytics practitioners, regularly cites the benefits of segmenting traffic in Google Analytics. He says, “In every case, as you think about [specific metrics for your site], segmentation is an excellent first step for choosing the right explanat... Read More »

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    How to Measure Website Load Times

    August 28, 2012 •

    Consumers are increasingly impatient when it comes to waiting for their web browsers to load content. Measuring and monitoring how long it takes pages on your site to load — from desktop computers, laptops, tablets, or smartphones — enable you to take corrective action when any one of d... Read More »

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    Google Analytics: 3 Tests to Ensure Your Checkout Process Is Working

    July 13, 2012 •

    There’s a reason that an ecommerce site’s checkout process is one of the most popular analytics topics. Once a person initiates a checkout, she has self-identified herself as a visitor with a high intent to purchase. Chances are, you’ve already spent money acquiring that potential custo... Read More »

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    Measuring Social Media’s Impact on Revenue

    June 15, 2012 •

    You can explore the impact of social media on your site’s revenue using data that is already available to you. None of this data is perfect, and none of it is comprehensive. But when used together, the data can inform how and where you invest. Organic vs. Campaign-Driven Social Media ... Read More »

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    Integrating Google Analytics with Site Search to Drive Conversions

    May 21, 2012 •

    There are two broad types of data you can collect about visits to your site. "Behavioral" data is about what visitors actually do on the site, while "attitudinal" data is about what visitors want to do. Both are valuable sources of information, and they complement each other in many way... Read More »