Putting insights to work (or: what I’d love to do for a living)

User journeys on the web turn longer and longer, consideration cycles take loop ways, buyers are constantly looking for bargains, buying alternatives are evaluated constantly, information on alternative products are collected at the point of sale. Things have turned rather complicated on the web these days. Users’ information retrieval patterns turn more and more situational. […]

On trying to be invisible

“You jump into the mirror / and you’re invisible” (Kate Bush) In March 2012, I have pulled myself into a one-year experiment on search engine visibility: for the introductory slide of a presentation about Web Analytics I googled my name to see whether any of my work as a Strategist/Analytics expert would be visible. Not […]

Desire paths

The term originally refers to landscape architecture, where it is describing a path in a park or green field that isn’t designed by the architects, but is created by people finding their own trails. They usually manifest as short-cut foot paths, eroding away the sward, and are often fought with fences and signs: “Keep off […]

Making your newsletters more relevant

There are plenty of blog posts out there labeled “How to increase your newsletter open rate” – and depending on from the blog post’s date you get advice that “40-50 per cent makes a great open rate” (or: 20. Or 10. It depends on which industry are in, largely. On the maturity of your market. […]