About Anil Batra


Anil has over 10 years of experience in Consulting, Business Intelligence, Web Analytics, Online Advertising and Behavioral Targeting. Anil helps companies use Web channel data to improve online business results (lead generation, conversion, retention and self-help metrics). Anil has helped several fortune 500 customers effectively use web analytics and increase their ROI on the web. Anil has worked with customers such as Microsoft, SmartMoney.com, ESPN, T-Mobile, Hoovers, Realnetworks, Starbucks, and TheStreet.com

Anil holds a B. Tech in Electronics and Communication Engineering from India and an MBA from University of Washington, Seattle.
The Uphill Battle of Building a Web Analytics Culture
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All those who have worked at companies which never used or do not use web analytics to make decisions about site changes, know how difficult it is to create a culture of web analytics. It is very hard. Building a culture of web analytics is a grueling uphill task.

After working with various client I have found that reasons for not using web analytics vary from company to company, some of the common ones are:

Aftermath Of The Motrid Ad Debacle

Last week there was a lot of uproar in the social media space about a Motrin Ad that caused Motrin to pull the ad within 2 days of launching it and post an apology on their site. Judging by this and the negative press it got, it seemed like a failure. However, in my last post I outlined few key measures to see if the ad was a success or a failure.

Wal-Mart Starting To Use Behavioral Targeting; via Yahoo

Yahoo has signed a deal with Wal-Mart under which Yahoo will start selling display advertising on Wal-Mart.

Behavioral Targeting Hits Road Block

One New York assemblyman, Richard L. Brodsky, has drafted a bill that would make it a crime — punishable by a fine to be determined — for certain Web companies to use personal information about consumers for advertising without their consent.
There are essentially two main things in this bill

Interview with Web Analyst WDave

Continuing my series of interviews with Web Analysts, here is an interview with Wandering Dave Rhee also known as WDave.

Comparing Web Analytics Tools

Last week CMS Watch released the latest Web Analytics Report. This report by Phil Kemelor, the lead analyst of this Report, reviews and compares several web analytics tools in the market. The web analytics tools reviewed in this reports are

24/7 Real Media – Open Ad Stream
AuriQ Systems – RTMetrics
Coremetrics – Online Analytics

Amazon & Toys”R” Us Involved in Behavioral Targeting?

Just before holidays a colleague of mine asked me if Amazon and Toys"R" Us were involved in behavioral targeting.

He told me that he did a search for Lego on ToysRUs and a few days later when he visited Amazon, he saw Lego featured on the home page. He said that he had never did any search for Lego on Amazon.

I looked at the code on ToysRUs and did not find anything that looked like it is sharing data with Amazon.

WebTrends CMO Departs
Behavioral Targeting (BT) at eMetrics

Behavioral Targeting (BT), as I predicted earlier this year, has become very common term among marketers.

Look at any online marketing events and you will see more than one session on Behavioral Targeting. This was also evident at eMetrics in Washington DC, where a full track was devoted to Optimization and Behavioral Targeting and several other speakers, not in this track, also talked included Behavioral Targeting in their presentations.

Interview with Web Analyst Manoj Jasra

Continuing my series of interviews with Web Analysts, here is an interview with Manoj Jasra.

Interview with Web Analyst Stephane Hamel

Continuing my series of interviews with Web Analyst, here is an interview with Stephane Hamel.

It’s a Targeted Targeted World

In a recent survey CNET asked AOL, Ask.com, Google, Microsoft, and Yahoo about their privacy policies and behavioral targeting. In some cases they asked follow-up questions for clarification.

Here are the results:

Demystifying Bounce Rate

Time and again my clients ask me about Bounce Rate. This made me think that there is still confusion about what bounce rate and exit ratio are. The three main questions that have come up are

Targeting Passions (Audience Discovery)

I read an interview of Bill Gossman, CEO Revenue Science on Media Post’s Behavioral Insider. Bill talked about the concept of “audience discovery” to find the right audience for an advertiser.

Web Analytics Dead? No, Just Maturing

It seems like a title like “XYZ is dead”, substitute XYZ for anything, is in fashion. I guess it gets more attention than saying XYZ is maturing or XYZ is changing. Not long ago there was a tile like “Page views is Dead”, now where is an article by Nick Sharp of Webtrends “Web Analytics is Dead”.

Nick Sharp wrote:

How Important is the Homepage?

Seth Godin, on his blog, wrote "Do you really need a home page? Does the web respect it?".

Here is what he wrote:

Human beings don’t have home pages. People make judgments about you in a thousand different ways. By what they hear from others, by the way they experience you, and on and on. Companies may have a website, but they don’t have a home page in terms of the way people experience them.

Google, Yahoo, Microsoft & Cookies

Wednesday there was an article on ZDNET blog about how Google/Doublelclick, Yahoo/RightMedia and Microsoft/aQuantive deals are about cookies more than anything else.

A Grim Future for Small Behavioral Targeting Networks

With Google, MSFT and Yahoo buying Doubleclick, Aquantive and RightMedia respectively and more acquisitions coming in the near future, it seems like these giants will own the online advertising space.

Interview with Web Analyst Ravi Pathak

Continuing my series of interviews with Web Analysts here is an interview with Ravi Pathak.

Interview with Web Analyst Rohan Kapoor

Continuing my series of interviews with Web Analysts here is an interview with Rohan Kapoor.

Rohan, originally from India, was working as an analyst for a fortune 50 company in Seattle area on his student visa (he was allowed to work for a year). Like thousands of other he applied for his work visa called H1B via his employer, unfortunately he was not selected by the newly instituted lottery system by INS.

Web Reporting or Web Analytics?

I run into lot of people who confuse web reporting with web analytics.

Here is what I heard from one marketing manager when I asked her if she had a web analyst on staff – "Yes we hired somebody, she knows XYZ web analytics tool so I am all set, she will be pulling the data for us."

Behavioral Targeting Moves by Yahoo & Google

A recent article by Brandweek, talks about how Yahoo is betting big on Behavioral Targeting.

Interview with Web Analyst Jaisri Chety

Continuing my series of Interviews with Analysts, here is my interview with Jaisri Chety.

What is your current position and the name of the company you work for?

I am working at present in Tesco.com as Asst. Manager (Insight)

How long have you been working in Web Analytics?

Web Analytics Job Trends

To followup on my predictions here is the latest update on “Web Analytics” jobs.

This snapshot was taken on April 1st.

Starting this month, I chose to include simplyhired.com. They are also a job aggregator site like indeed.com but they also provide job boards called job-a-matic, like the Job Board I have on my blog.