As companies move to integrate datasets, this will become less of an issue. For example, Omniture’s Genesis platform allows you to bring in many different sources of data (display, search, social media, and so on) and provides for easier analysis, even though the media mix modeling experiments are run outside the Genesis platform.

Site overlay (click density) analysis For your top viewed pages, look at the site overlay report, and analyze the click patterns (only on the top 10 most viewed pages on your site, to keep it simple).

Depth of Visit measures the distribution of the number of pages in each Visit to the website, during a given reporting period. Depth of Visit is the sister metric to Length of Visit.

Content groups for the New York Times could be Editorials, Features, International News, Sports, and so on.

You want to know when your marketers send out an email blast, when IT runs a multivariate test, when support has to deal with a broken shopping cart, or when the design team adopts a new media mix model.

Online we may be able to use predictive analytics to mine years of data to predict when a particular customer may buy next, to predict the behavior of paid search visitors over the next 12 months, or to predict which prospect we can best target via a specific online channel. In this segment I’ll cover that last type of predictive analytics.

It was chic, it was black, it offered colorful bars and graphs, and it did real-time processing. It could answer any question, not just online but also offline questions, with phone integration and everything.

Your data should easily link to revenue, leads, increased customer satisfaction, donations, ads clicked, task completion rate, and so on. Your analysis must focus on

present a report that shows the most significant changes along all your data dimensions.