1. Pivoting Dimensions
2. Secondary Dimensions
3. Share Custom Reports and Advanced Segment Customizations
4. Manage Customizations Across Profiles

Pivoting and Secondary Dimensions are available in most table views that allow inline cross-tabular analysis of data.

"You can use these new power features to do in-depth, on-the-fly analysis and see all the information in the same table," explains Crosby. "View data by two dimensions at once, such as keywords and cities. Next, pivot by another dimension such as source, while also viewing two additional metrics such as visits and pages/visit…. all within a single table view."

The sharing feature means you can post the URL of a custom report to your blog or email it to somebody. When that person clicks on it, they import the report structure. They can then see the report with their own data in it.

"Now people can share their more interesting Google Analytics customizations without having to send detailed instructions, just share a URL!" says Crosby.

As far as managing customizations across profiles, you can choose which ones get which custom reports and advanced segments. This way, not everyone has to have access to the same things.

Each of the new features are in beta and will begin rolling out within users’ reports over the next few weeks.

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.

In my presentation, I gave an overview of behavioral targeting, what it is, why should marketers get involved with it, the difference between On-Site and Network targeting, who the players are in the market for each type of targeting and also talked about the privacy issues surrounding Behavioral Targeting. I gave several examples showing how business can benefit from Behavioral Targeting.

I also outlined a process that you need to follow if you decide to engage in Behavioral Targeting. This is one of the main things that I wanted my audience to take away from this presentation. This process is an outcome of conversations with several customers who have engaged in Behavioral Targeting. To make my point, I cited an example of customer who engaged in Behavioral Targeting network. After running BT ads on one of the leading BT networks, they called me complaining that they were not seeing the value in Behavioral Targeting. After few minutes of conversation it became clear to me that they did not have a proper process in place, they did not fully understand how BT worked and what to expect (one of the reasons of why BT did not work is cited in my previous post titled Size of Your Segment and Network Reach Matters in Behavioral Ad Targeting).

Result? A lot of effort, time and money was wasted. So, if you are planning on getting involved with Behavioral Targeting make sure you have a proper process in place (I will outline our process in a future post). (Note: If you were, are or planning to use Behavioral Targeting I would like to talk to you, please contact me at batraonline at gmail.com)

At the end, I showed how on-site Behavioral Targeting can be accomplished without using any third party Behavioral Targeting tools. You can use any Web Analytics tool including Google Analytics, persistent cookies and some coding to get Behavioral Targeting going on your site. This is a great way to try on-site Behavioral Targeting before spending money on third party tools.

If you missed the presentation, don’t worry you will have more chances to hear it in near future. In November I will be doing a free Behavioral Targeting seminar in Seattle so if you are in Seattle area I would love to meet with you there. The final date of the seminar will be posted on this blog and also at ZeroDash1 events page. If you would like to schedule one in your city, email me at batraonline at gmail.com

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Another 64 percent ran campaigns on Yahoo, 49 percent on MSN, 18 percent on Ask.com and 12 percent had campaigns on other search engines.

The majority of respondents said they used 10,000 or fewer keywords in their paid search campaigns, with 22 percent saying they ran 1,000 to 10,000 keywords and 31 percent using one to 1,000 keywords.

 As for evaluating their campaigns, search marketers said they used a variety of metrics.

"Traffic" was used by 44 percent of respondents. More than a third of respondents used "conversion," and "revenue" while "cost per action" was used by 22 percent of respondents. Just 14 percent of marketers measured "profit" to find out how well their campaigns were working.

Respondents also said they used a number of search marketing analyst tools at the same time to gauge performance. Around 31 percent used Web analytics, while close to 20 percent used Microsoft Excel and 18 percent used bid management solutions.

Data comes from all directions — web log analysis, marketing campaign analysis, shopping carts, and other ecommerce tools.  Luckily, most analytics tools allow you to export that data into spreadsheet format.  That’s the first step.  Make sure you export the data into a spreadsheet at regular intervals.  The next step is to merge that data into a format that provides actionable information.

If you’re not a spreadsheet guru this can be a hurdle.  If pivot tables, charts, and macros make you cringe, fear not, as many turn-key solutions exist.  One of the best is the Digital Sales Calculator from Future Now.  This spreadsheet has been carefully designed to provide meaningful metrics that you can track and compare.  If you’re rusty on metrics you might consider their Common Sense Guide to Emetrics which is a blow by blow introduction to all the metrics present in the digital sales calculator and makes a great companion guide to the Excel spreadsheet.

The Pay-Per-Click Marketer offers an ROI calculator in spreadsheet format.  This lets you easily track your return on investment through online marketing campaigns, but lacks the power and depth of Future Now’s solution.

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- Performance Increases – ClickTracks overnight processing speed is improved multifold through use of a new statistical caching algorithm

- KPI Report – Graph Key Performance Indicators (KPIs) in a timeline for over a dozen metrics and unlimited segments

- Data Dissection Report – Sort cross tab performance statistics for unlimited visitor types and website variables.

I also has had the opportunity to get ClickTracks CEO Joh Marshall’s thoughts on version 6.5:

[Manoj]: How will ClickTracks 6.5 adjust their marketing strategies now that ClickTracks has the ability to focus on large scale websites?

[John]: We are sponsoring the Emetrics Summit this year, for example. You’ll certainly see more of us in the online media too.

[Manoj]: Has the relationship with J.L. Halsey Corporation helped you achieve version 6.5 quicker and more efficiently?

[John]: Yes. We’re able to achieve scale much more easily and we benefit from being part of a larger organization.

[Manoj]: What separates ClickTracks’ product from Omniture’s or WebTrends’

[John]: Ease of implementation, ease of use, shorter time to data that impacts the business.

[Manoj]: What is your favorite part of ClickTracks 6.5?

[John]: The data dissection report. Take a slice through the data, for any segment, and learn something unique in just a few seconds.Like all our reports it’s designed to be understood at a glance of course, but the depth of knowledge you can gain from this is exceptional.

I look forward to seeing the impact ClickTracks 6.5 will make in the enterprise level Web Analytics space.

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If you truly want to gain an understanding on how to leverage web analytics in your marketing campaign, this conference is definitely worth checking out. Furthermore many of the speakers will be focusing their presentations on target verticals allowing for even more insight.

A few of the speakers at this event include:

- Matt Banks Senior Manager, MI Analysis and Planning, Lloyds TSB Consumer Banking

- Miles Bennett, Web Analytics and Management Information Consultant

- Patricia Gildea, e-Delivery Manager, npower ltd.

- Russell Gould, Director of Digital Marketing, MyTravel

Useful Emetrics Resources:

- Emetrics Promotional Video

- Jim Sterne Interview

- Why attend Emetrics?

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