In my last few posts, I discussed how most digital analytics implementations are custom built and that there haven’t been a lot of major changes in analytics implementation in the last decade. This has resulted in many organizations spending a lot of money on analytics products, but often not getting the value they expected. What’s nex...

When I started in digital analytics (back in 2003), implementing code for tools like Omniture SiteCatalyst (now Adobe Analytics) and Urchin (now Google Analytics) was pretty hard. You had to manually add code to your website, sometimes doing it page by page. Most of us in the field back then didn’t know what we should track, so we reac...