The Complete “NextStage Evolution’s Evolution Technology, Web Analytics, Behavioral Analytics and Marketing Analytics Reports for the BizMediaScience Blog, 7 day Cycle” Arc

Note: this was another monster arc, provided here in full, thanks to your friendly neighborhood mice, Calum&Eois

NextStage Evolution’s Evolution Technology, Web Analytics, Behavioral Analytics and Marketing Analytics Reports for the BizMediaScience Blog, 7 day Cycle, Part 1: Are Visitors Getting Good Value?

First, as I wrote near the end of Keywords, Search Engines, SEO, Learning, Placement, I’m attempting to craft blog titles that incorporate human syntactical elements and are still search engine friendly, meaning they appear near the top in search engine listings. Cleveland search engine optimization firm Keyphrase-Marketing‘s Jan Limpach explained to me that my previous posts were examples of keyword stuffing.

I’ll admit the revelation made me laugh. Business logic tells me that, if you want people to use your service or product, make it as simple to use as possible. I guess that rule doesn’t apply when you’re at the top of the food chain (as I wrote in Google’s Vulnerability).

First part b, this post was originally very long and, as Eric Pfeiffer, my editor at AllBusiness.com would say, dense, meaning, I think, information rich.

This also makes me chuckle. Long before there was the concept of social media, social networks, viral marketing and such, I wrote a paper entitled “Semantic Information Mechanics”. It dealt with viral fields, Jordan Conjunctures, lots of things and threaded throughout are the concepts of information density. Put all these things together and you get an idea of how much information you can pass through a system (“a person”) before you cause an information shutdown (“overwhelm them”).

Lots of folks have asked for that paper and now that I have more time on my hands I’ll probably revisit it and update it for what NextStage has learned since it was first written.

Anyway, this venue isn’t my AllBusiness.com venue. As I’m learning to modify my writing style there so am I learning to modify it here.

Do BizMediaScience visitors believe their time is well spent?

Looping this back to “First part b”, I was going to share lots of information NextStage Evolution’s reports are telling me about you, the readers of this blog. One of those reports is shown here. I’ll go into details of what this report is indicating (one report per post) in another post. Right now I’ll share that it’s indicating

  • you, the readers of this blog, think you get good value for your time reading my posts (the blue bar and accompanying dots on the right of the chart, and thank you!)
  • that the amount of information contained in most of my posts is overwhelming (the right bar and accompanying dots on the left of the chart, and I’m working on it)

So a tip of the hat to Eric and to you.

Are Visitors Having a Good Experience? (NextStage Evolution’s Evolution Technology, Web Analytics, Behavioral Analytics and Marketing Analytics Reports for the BizMediaScience Blog, 7 day Cycle, Part 2)

My quest for understanding the machiavellian world of SEO and SEM seems to be working. I did a search for “behavioral analytics” on Google and “NextStage Evolution’s Evolution Technology, Web Analytics, Behavioral Analytics and Marketing Analytics Reports for the BizMediaScience Blog, 7 day Cycle, Part 1: Are Visitors Getting Good Value?” came up #1. For that matter, it came up #1 when I searched on “web analytics, behavioral analytics, marketing analytics”, “behavioral analytics, marketing analytics” and as #6 searching on just “marketing analytics”. These were all blog searches.

Anyway, this post is part 2 in an arc on NextStage Evolution’s Evolution Technology reports. This time we’re considering Experience.

This arc got it’s impetus from an email exchange I was having with a frequent reader that also had its origins in the Why my Juanita Bynum post failed to get traction post and the resulting correspondence between WindKiller and myself.

Funny how many things are growing out of that post.

The reader wrote “Maybe it is my lack of analytics knowledge, but if I am on the main page for your blog, can you tell if I am a visitor reading the Bynum posting or a visitor reading a different post? If not, how would you differentiate between which posting attracted the most readers?”

I responded that I don’t know how web analytics handles this. NextStage’s Evolution TechnologyTM (ET)handles it with no problem.

The reader then wrote

“My guess would be they tell you to make sure every article has a click through requirement, so they can measure/tally that (or tally the subsequent page view).  I feel a little silly calling a “+1″ a measurement.  That’s why my guess was that if your blog was not using ET, the ‘measurement’ may be less informative than those to which you are accustomed.”

This is both accurate and goes to something I’ve been pondering for a while. I was once told it’s better to have posts that require the “Continue Reading” link than not because doing so “will increase traffic”.

Really?

I suppose this strategy works if the definition of “traffic” is “pageviews” because the system would count a visitor following the “Continue Reading” link as opening a new page (I’m guessing that’s the case).

The reader is also correct that I find the above concept and the numbers it may provide less informative than the information to which I am accustomed. What I’ll do at this point is share some of the things Evolution Technology tells me about visitors to the BizMediaScience site. You’ll need to decide for yourself how useful this type of information would be to you (and no, I’m sharing everything ET tells us. I’d like to keep my competitive advantage, if you don’t mind).

The important thing to know is that ET doesn’t ask questions, ask visitors to fill in forms, poll other internet databases, use permanent cookies, etc. ET works like any good cultural anthropologist does; by observing. You can read more about how ET works in Reading Virtual Minds.

And with that paid political advertisement out of the way, here we go with Experience

BizMediaScience visitors enjoyed their time on the site

The image on the right is one of our results charts (the actual chart is much bigger). What this chart is showing is that most people are enjoying their time reading my blogs (the green) over the past seven days. A small number of visitors aren’t having a good experience (red) and a slightly larger number are indifferent (yellow).

BizMediaScience visitors enjoyed their time on the site

It’s nice to know you work is appreciated, better to know that appreciation is growing. This image is last week’s chart of the same information. Yes, readers seem to think we’re looking better all the time.

People will ask, “How do you know this if you don’t ask visitors, use focus groups, have them fill out forms, have them in some behavioral index, …?”

My response on a good day is a detailed explanation of what NextStage does and the sciences involved. On a mediocre day it’s “What? You mean you can’t do this?”

Measuring experience — for that matter, measuring just about everything NextStage measures to generate its reports and advise clients — is remarkably straightforward. Some of it was explained in the Noisy Data arc, some of it’s explained on our website on the FAQs page

Do you have more men or women visiting your site? (NextStage Evolution’s Evolution Technology, Web Analytics, Behavioral Analytics and Marketing Analytics Reports for the BizMediaScience Blog, 7 day Cycle, Part 3)

This time we’re considering Gender.

I explained above that this arc grew from an email conversation with a reader spawned by the Why my Juanita Bynum post failed to get traction post.

Joseph is attractive to women

What I’m going to share in this chart and the next is a demonstration of my masculinity, my animal magnetism, my virility, …, yeah, right! Okay, I’m kidding. This image shows that BizMediaScience was visited by more women (pink) in the given seven day cycle than by men (blue). Does this mean I, Joseph, became more attractive to women in the past week? Of course it … I mean, no, not really. Other reports in our system explain why this was the case and how to duplicate it, if desired.

Last week, Joseph was loved and admired by everyone equally

This image is a seven day stretch from a week ago. Evidently my posts appealed to men and women much more evenly last week than they did this week. Again, other ET reports would explain why this happened and how to duplicate the results.

Returning Visitors and How Many? (NextStage Evolution’s Evolution Technology, Web Analytics, Behavioral Analytics and Marketing Analytics Reports for the BizMediaScience Blog, 7 day Cycle, Part 4)

This time we’re considering Returning Visitors. What NextStage is reporting on is probably not what others’ report on when using that term. We’re reporting how many visitors, while they’re on your site, have it in their mind that they’ll return at some point in the recognizable future.

What is recognizable future? The brain isn’t good at understanding time concepts beyond “now” and, when pressed to do it, can understand a 48 hour window around this current moment in time. This means that at whatever time you’re reading this post — let’s say noon — your brain can easily and rapidly work well with information from noon yesterday through to noon tomorrow. Beyond that you’re in the realm of the mind and how time is considered there is very different. I wrote about this in Making Visitors Want It Now.

Recognizable future is the line where the brain’s and mind’s concepts of future meet. Basically about 1-2 days out, so this NextStage report is an indication of how many visitors currently on your site believe they will return to your site within 1-2 days.

Considering the charts I’m sharing in this series are about this blog and I post to it pretty much daily, that could be an important metric. Especially if they don’t return, because then you know something interrupted a planned and desired activity. It’s not the blog itself because a strong influencer for their return is a satisfactory experience, therefore indications of non-returns mean there’s environmental factors that got in the way. Some you can’t control or deal with. Others you can, and knowing how to deal with the interrupters is one of those things NextStage does regularly.

What percentage of visitors will return to BizMediaScience

Next up is what percentage of visitors are likely to return. Remember, this isn’t a metric of how many did return, this is a measure of how many, while they’re on the site, are thinking of returning. The large black block on the chart is showing that about 90% of this blog’s readers will return. Look at the left of the chart and you’ll see a small, yellow dot. That dot and its position indicate why the actual number of repeating, returning visitors might be less than 90% and what you can do about it.

Knowing how many return is nice, knowing how many want to return means you can prepare, knowing how many want to return then don’t could mean your competition is doing something in the market and you may want to investigate.

How Many Real, Live People Are on Your Site? (NextStage Evolution’s Evolution Technology, Web Analytics, Behavioral Analytics and Marketing Analytics Reports for the BizMediaScience Blog, 7 day Cycle, Part 5)

This post is part 5 in an arc on NextStage Evolution’s Evolution Technology reports, this time considering Real Visitors per Session.

Real Visitors per Session and Real Visitors by URL are two answers to the same question. The question is “How many real, live human beings are really visiting my site?” I’m not sure and I think most others answer this question with either cookies, session-ids or something similar. This method has always been flawed to me. What if I see something on a website and call over someone else, “Hey, look at this!” and they sit at the computer, either beside me or taking over my seat? There’s only one cookie and one session-id, but now two people are using the same session-id and cookie to look at a webpage.

Back when NextStage was developing its technology this report truly noteworthy for the simple reason that not everyone had a computer at their desk and not everyone in the family had their own computer. Knowing that someone in a company called over a co-worker was a sure sign that the information on the page was interesting, hence valuable, hence actionable. Ditto for calling over family members. Knowing that mom called dad over, etc., meant there were conversions to be had (probably).

Now that computers are more common “per Session” gets paired with “per URL”. Now a more often occurrence is seeing the same person move amongst several computers at a given cookie-sessionid-location.

In any case, Real Visitors

visitors%20per%20url.jpg

The yellow and blue bars on the chart show number of sessions and number of real visitors per session. When the two don’t match you know that either someone called over someone else and they took over the computer or a single individual moved between two or more computers at a single physical location to view the same site.

How does ET know that more than a single user was involved in a single session? How much time do you have for me to explain it to you? The truth is, it’s not that difficult to understand and makes use of NextStage’s Rich Personae system, something I’ve written about in Mapping Personae to Outcomes.

NextStage’s standard Rich Personae system recognizes 72 different personality types and this is more than adequate for commercial purposes. It is capable of recognizing several thousands so even the most heavily trafficked sites can be analyzed along these means for reporting purposes.

This also handles the question of “What if I call over someone but they don’t sit down at the computer?” Excellent question and yes, when we up ET’s sensitivity it can determine that person B wasn’t sitting at the computer but that they were telling person A what to do. As Angie Brown, Strategic Services Consultant for Coremetrics (at the time) said, “I kept waiting for the “We expect this technology to be available in a few years” part, so it took a little while for it to sink in that you’re doing this NOW.”

What’s the Age Breakdown of Your Visitors? (NextStage Evolution’s Evolution Technology, Web Analytics, Behavioral Analytics and Marketing Analytics Reports for the BizMediaScience Blog, 7 day Cycle, Part 6)

Age is an interesting thing. For one, often people give an inaccurate value for their age (as I did in Media Free? That’s easy…and scary. Know why? (Part 20). For another, people may not “act their age” and this goes both ways. I was always accused of being mature beyond my years as a child. As an adult I was often told I was “an old soul”. Then there’s the poor sot who just can’t seem to grow up.

People not acting their age often comes from people not thinking their age. The example I often use is the boomer who buys himself an arrest-me red Corvette or Lotus Elan. I gave an example of this in AllBusiness.com’s Chris Bjorklund Interviews Joseph Carrabis on Color Use in Marketing. The mindset that buys the arrest-me red Corvette or Lotus Elan is often not the mindset that’s looking at senior citizen vacations, therefore market to the Buyer-Within, market to the mindset to make the sale.

NextStage recognizes this mindset as Neurologic Age. Neurologic Age can vary greatly from chronological age, and usually only so in specific demographics (ie, those who like to think they’re mature and those who like to think they’re young), in specific verticals or with specific products so course corrections are easily made.

In any case, Age Demographics

age%20breakdown%201.jpg

There are two elements to consider when evaluating age demographics. The first is shown on the right and is “Of all visitors, what’s the age breakdown?” This is answered in a pie chart. This chart is indicating that this blog is very popular among 20-54 year olds along the following breakdown:

Age in years % of Visitors
20-24 28.57
25-34 32.14
35-44 32.14
45-54 7.14

Some quick math indicates there’s 0.01% not accounted for in this chart, probably the 55-59 year olds as I doubt I’m writing much of interest to 15-19 year olds.

age%20breakdown%202.jpg

The second element is confidence in the measurement. This is shown in the chart on the right. The blue that goes above the yellow is high confidence age extrapolation, below the yellow line is low confidence. Here is see that ET is confident that the 20-44 year olds really are 20-44 years old and not as confident that the 45-54 year olds really are that old.

Are Visitors Interested in Your Content? (NextStage Evolution’s Evolution Technology, Web Analytics, Behavioral Analytics and Marketing Analytics Reports for the BizMediaScience Blog, 7 day Cycle, Part 7)

Here we’re looking at Level of Interest as discussed in Defining Attention on Websites & Blogs.

Yes, I know other folks are suggesting they can correctly determine visitors’ attention on a website. I disagree with their methodology and not just because NextStage does it differently. I would disagree simply because what they’re measuring doesn’t equate to attention or level of interest in any neuroscience, cognitive science, behavioral science, {pick your adjective} science that I’m aware of.

Interest level for this blog for 23-30 Aug '07

Here you see the Level of Interest in this blog’s content over a seven day period. Pretty much this image is indicating that there was lots of interest in my blog from 24-29 Aug ’07 (must have lots of weekend readers) with specific peaks on the 27th and 29th.

Well, what was I posting about on those days?

Date (and in order of posting) Post
27 First Principles of Good Design
27 iPhonics
27 Got a kick out of this
27 Stonewall’s Findings: A New Kind of Community Response Grid
27 Alberto Gonzales from the NextStage Perspective
29 Why my Juanita Bynum post failed to get traction
29 Romney, Mitt Romney, Governor Romney, Social, Social Networks, Social Media, Video, Multimedia, TV, Advertising

What’s particularly interesting to me about this is that the values in the area chart above are not indicative of actual visitors. You could normalize one to the other and the same basic form would show through.

Interest Level across several sites

For example, the chart here is for the same period of time as above but is an aggregate of some 30 randomly chosen sites in our system. Evidently 29 Aug ’07 was simply a day of interest across the board. This doesn’t mean this blog wasn’t interesting in and of itself, only that visitors to sites in general were showing more interest than they were on most other days. How come? Could be people were planning for the long weekend and didn’t feel like focusing on the job. There are ways to know and that’s beyond the purpose of this arc.

Does team standing affect your interest in other things? Oh, yeah...

Interestingly, things like having high levels of interest and attention across the board happen. Tex, one of our researchers who comments on our political research fairly often, noted that New England based people browsing during the 2004 baseball season demonstrated activity closely matched to how the Red Sox were doing in the playoffs.

Does preparing your income tax increase your anxiety level? Darn right it does!

One other time our staff sociologist noticed that people’s anxiety levels closely matched where they were in their tax preparation cycle over a weekend. Fascinating stuff. To us, anyway.

Can You Tell What Posts Are Most Interesting? (NextStage Evolution’s Evolution Technology, Web Analytics, Behavioral Analytics and Marketing Analytics Reports for the BizMediaScience Blog, 7 day Cycle, Finale)

I’ll close this arc by answering the question that got it going, “Maybe it is my lack of analytics knowledge, but if I am on the main page for your blog, can you tell if I am a visitor reading the Bynum posting or a visitor reading a different post? If not, how would you differentiate between which posting attracted the most readers?”

Again noting that traditional web analytics measures traffic volume and NextStage is more interested in interest levels, attention and engagement, this chart shows that during the 7 day period covered by these arcs, the post that generated the most interest was from some time back, Nothing New Under the Sun (Humanic Search Engines, part 1) (the red line at the top of the chart).

What got the next highest level of interest was reading a broad swath of posts (the dark blue and dark red lines two and three up respectively from the bottom). This would cover the posts from The non-locality of Pizza Shops to Keywords, Search Engines, SEO, Learning, Placement.

Next in line of interest are two posts and a topic; Alberto Gonzales from the NextStage Perspective, Is the future of political advertising social networks? and the About BizMediaScience. It seems some readers — probably new to this blog — were attracted by the posts then wondered who the person was who was authoring them.

The next most interesting topic was the MediaFree and Gridless arc. This doesn’t surprise me based on emails I’ve received and phone calls I’ve participated in.

To the reader’s question about being able to recognize the BizMediaScience main page; yes, that’s indicated by the gold line at the very bottom of the chart. What we’re seeing is that the main page on a post by post basis is interesting enough to send people looking at other posts. Guess I’ll have to work on that. We could determine which “main page” was getting the most interest with a flip of a software switch, so to speak.


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The non-locality of Pizza Shops

I’m sharing some NextStage research long before it gets through our publication system because, quite frankly, I’ve been informed we have about three years of work just writing up our existing research. It’ll be a while before this makes it to the surface, hence I’m sharing a “pre-publication” here.

The research was simple and based on the simple statement, “Joe, you make the best pizza in the world.”

No, really, this led to some fascinating findings about social networks and the concepts of local search. Lots of NextStage’s research comes from hearing off-hand statements, the kind of statements that people make as if the statement was a universal truth, yet obviously can’t be. These type of statements reveal a belief that can be tied to economic outcomes.

Here’s how this one got started; I’m very well known for my homemade pizza. I make the shells, the sauce, everything. It’s a day long affair and often people will come by early in the day to help in the preparations. Personally, I think that’s part of the fun, the social aspect, kind of “eventing” pizza. Each time I make pizza, people say something like “You are a pizza god”.

While this is no doubt true, it turned into a research project NextStage called “Pizza Wars”. We set up local websites where people could vote for the best local pizza. Next we extended the metaphor; how well does a Boston pizza shop compare against an Halifax pizza shop? A Toronto pizza shop against an Augusta pizza shop? Orlando and Seattle? San Francisco and Houston? New York and London? The goal was to learn how “local” local really was.

In other words, if I’m searching online for a local pizza shop, does that shop’s “global” standing play a part in the decision process? Does receiving lots of votes demonstrate a “social” value that translates to economic value?

The answer is “Yes” and in ways that are amazing to behold. Amazing to me, anyway. Whenever there are results that are different from what we think they should be, we get excited. These results excited us greatly.


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Alberto Gonzales from the NextStage Perspective

I was asked today to write something about AG Alberto Gonzales’ resignation. I could offer an opinion and I don’t like doing such things. For one, I don’t think I’m qualified. For two, why would anybody be interested in my opinion about Alberto Gonzales?

Alberto Gonzales

Clients come to NextStage and ask similar such questions about their marketing material, their strategies, lots of things. I tell them I’m not qualified to give an opinion. What I can do is use NextStage’s TargetTrack software to analyze what was really being communicated. Lots of companies use us for that and I’ve written about it several times.

Before reading TargetTrack’s findings, note that we used the TargetTrack video decoder, not the TargetTrack available via our website. Also, TargetTrack is the ultimate impartial observer. It has no biases, prejudices, political affiliations, concerns, beliefs, etc. It doesn’t worry about what might happen tomorrow or what happened yesterday. It’s only concern is “What does this mean right now?”

Gonzales communicated that he

  • makes decisions by talking things over with himself, not others.
  • tends to focus his full attention on what he’s deciding about
  • is not a good multi-tasker
  • makes decisions by figuring out the worst possible outcome then avoiding it
  • finalizes his decisions based on a gut feeling
  • often can’t describe or relate his decision making process
  • doesn’t make decisions based on personal experience
  • doesn’t understand or make use of processes easily
  • has a poor time sense

  • is confused by arguments involving time- or process-based statements or examples
  • avoids making a decision when the only information they are given is either time or process based
  • easily accepts information that points out flaws or errors in their own or someone else’s logic

  • tends to over or under commit and becomes frustrated with himself when he realizes that he’s over committed himself
  • most strongly believes he does not require supervision
  • strongly believes he works well with others
  • believes his abilities to serve and his competence are about average
  • believes his trustworthiness and reliability are below average (note that the these two communications could truly be “of the moment”)

The strongest message communicated was a belief that time will vindicate both himself and the Bush administration.

Links for this post:


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Stonewall’s Findings: A New Kind of Community Response Grid

In case you haven’t noticed, I’m catching up on my readings. Stonewall, whom I’ve mentioned before in several posts, sent me Flood, famine and mobile phones. It’s a worthwhile read. It got my attention because (as I wrote previously) I’m writing about big questions and this seemed to fit in well with that theme. Also, I’ve written about community response grids in Nothing New Under the Sun: Community Response Grids and Community Response Grids, Another Example and this link from Stonewall seemed to fit in very well when you consider one (I think) important point.

The gentleman mentioned in Stonewall’s link, Mohammed Sokor, is relying on the power of The Village to achieve a goal. This, to me, is proof you don’t need a lot of money in order to answer a question.

More amusingly, you can think of Mohammed Sokor as the ultimate entrepreneur. Lots of money was spent to answer some questions, none of which were Mr. Sokor’s question, and he’s using the answers to those other questions to answer his question. One of the things you learn about entrepreneurship is to always use somebody else’s money, never your own.

One of the things I learned is to use available technology to create your solutions, never create technology specifically to create another technology (kind of “if you have to build a special machine to make an end product, you’ve doubled your production costs”). Using available technology to create a solution is known as second-order tool use and comes from second order thinking.

Mr. Sokor is ahead of me by one. I’ve got to learn how to catch up. Way to go, Mo’.


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Got a kick out of this

I’m doing some internet searches for an article I’m writing. The article is entitled “The Cost of a Question” and deals with the money companies and people will throw at solving something before determining if the problem really needs to be solved or the question really needs to be answered.

In the course of doing these internet searches I found The World’s Biggest Digging Machine (a.k.a. The Jardinator). Yes, the machine is impressive. More impressive are the comments that follow it. I’m laughing now just remembering them.

The Jardinator

If you have time or need a break during your day, read and enjoy. – Joseph


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