Simon Whatley » europe

Google Announces Plans to Offer a Google Analytics Opt-Out

Simon — Fri, 19 Mar 2010 11:06:49 +0000

Yesterday Google announced that it had been developing opt-out functionality for its Analytics product, seemingly in response to growing unease with United States and European regulators.

As an enterprise-class web analytics solution, Google Analytics not only provides site owners with information on their website traffic and marketing effectiveness, it also does so with high regard for protecting user data privacy. Over the past year, we have been exploring ways to offer users more choice on how their data is collected by Google Analytics. We concluded that the best approach would be to develop a global browser based plug-in to allow users to opt out of being tracked by Google Analytics. Our engineers are now hard at work finalizing and testing this opt-out functionality. We look forward to make it globally available to our users in the coming weeks.

This was an unexpected move, but possibly a very smart one by Google, which aspires to turn its Analytics product into an “enterprise-class web analytics solution.” Many analysts will see the creation of a browser plugin to opt-out of Analytics counterintuitive. Rationalising web analytics is already hard enough, but if you now need to factor in a proportion of people who may have opted-out, it will create a minefield of doubt. Furthermore, if people are able to opt-out of Google Analytics, will enterprises want to use it as an analytics solution?

It is safe to assume that Google do not want to kill one of their key products, which sits neatly between their search and advertising businesses. Indeed Google aren’t the first to create and opt-out, with Omniture and Webtrends having already created a cookie-based solution.

So why shouldn’t you be too worried about Google’s plugin?

Opt-out does not signal a death knell for data gathering. Although some people will undoubtedly be concerned about tracking and therefore download the plugin, the vast majority of users will not. Furthermore, it is the trends in analytics that are important rather than absolute numbers. Analysts will simply need to study, manage and quantify the resulting bias. Such issues are analagous with a user deleting cookies or disabling JavaScript in their browser.
Good privacy management reinforces trust in a brand that has been under attack over the amount of data it collects on its users. This in turn will drive long-term acceptance of Google products and enhance its earning potential. As mentioned at the beginning of this article, this move shows good faith to regulators and sets the stage for Google Analytics to operate safely within the containts of more stringent privacy regulations in the United States and more importantly Europe. If Google Analytics is allowed to operate freely on this basis, it may boost usage and advertising revenues, which in turn will maintain it as an important product for Google.
Opt-in customers are better customers because they provide an accurate picture of how they use your website and therefore are key in helping you improve the user experience. Focusing your efforts on those who are willing to be measured may enhance the achievement of site goals.

How should you prepare for the launch of the plugin?

Benchmark your data (traffic, visitors etc) before and after the release of the opt-out plugin. That way, you will be able to determine the potential bias between the figures and adjust the reports accordingly.
Understand how to accommodate the opt-out bias in your reports and determine which reports may need recalibration.
Understand how the change in your Google Analytics metrics may compare to or impact upon 3rd party metrics, for example those used to calculate advertising revenue.
Determine whether announcing the possibility of your users opting out will enhance the trust of your website, with the view to potentially alerting to your users that they have such an opportunity.

This move by Google is likely to set the trend amongst Analytics providers since online privacy is a major issue. Most modern browsers include an “incognito” setting, which allows for private browsing, therefore it stands to reason that the analytics providers will follow Google’s lead, even if it is only a cynical attempt to reassure users and maintain market share.

Launching Yourself as a Freelancer – Publicity

Simon — Wed, 06 Aug 2008 11:44:05 +0000

In the first part of this series I talked about setting yourself up in business. The next step is to publicise yourself and your skills. At this point, it is helpful to know exactly what line of work you want to be focusing on, since you will need to target your efforts.

In the dim and distant past, the job of publicising yourself was extremely difficult. Can you imagine life without the Internet, mobile telephones and email? How did people ever do business? With the advent of the World Wide Web and in particular search engines and blogging, this all changed and a wealth of opportunity has become available, especially to the freelancer.

But where do you start?

Create a Brand

Creating a brand is a great way to market yourself. This does not have to be the same as your company, and through time you may set up different brands for different sectors or ideas you may have. Brands serve to create associations and therefore, expectations of products you create, so a good brand name is a great way to get recognised in your community.

You can register the brand in the UK, Europe and the US, although the latter requires a US address. It is also not a given that your brand registration will be successful, making it a costly exercise. Careful consideration is what is needed here.

Create an Avatar

Avatars are images or icons that represent you in the online world. They are an extension of your brand. For example, the header of my website is also my favicon and avatar on various online services. It is a great way for people to draw an association between your online presence and you.

Create a Blog

Blogs are a great way to get yourself known and therefore heard amongst your peer group. Your blog should really be an extension of your brand and is a great avenue to showcase your skills, demo example applications, code and designs, or simply give your opinion on a subject.

I use the excellent WordPress blogging application, in a self-hosted environment. You don’t need to do this since there is a hosted version at WordPress.com, or you could use Blogger, another popular blogging platform, provided by Google.

The key to blogging is talk about what you enjoy, don’t just keep it technical. Blogs should be an extension of you, not an avenue for pretentious comment; you’ll soon be found out!

If you go the self-hosted route, you’ll need a domain name, hosting provider and obviously a blog application. I have listed a few below that can get you started.

Domain Names:

Hosting Providers:

Blog Applications:

If going the self-hosted is all too complicated for you or you simply don’t want the hassle that is associated with self-hosting, all is not lost. WordPress.com and Blogger are for you.

Blog Hosting Providers:

Both services take the onus away from the user when it comes to management (backups, plugins etc). At the simplest level, all you need to do is create and publish the content.

Join feed aggregators

To get noticed in the blogosphere, you can’t simply rely on the Google, Yahoo! and Microsoft search engines ranking your site. You will need to alert your peers to the fact that you’ve created some content that is worth reading. You can achieve this with feed aggregators.

Below I list a few that I use:

If you use WordPress, then you’re in luck. WordPress has a service called Ping-o-matic, which updates different search engines when your blog has been updated. You can also add your own services to ping and therefore notify the service of new content.

Comment on Blogs

Commenting on blogs is another great way of getting yourself known as well as offering an opinion. Since comments allow you to include a link back to your website, try and comment as your brand.

One tip, try not to be defamatory towards the blog owner, or others unless you have a strong justification for doing so. It’s all about the karma!

Join Micro-Blogging Services

If blogging is not your thing or you don’t have time to write articles, there are a number of blogging and, more importantly, micro-blogging services available to you that allow you to get your thoughts out into the wide-world.

Such services include the not-always-venerable Twitter, the feature rich Pownce, the new kid on the block Plurk and the blogging service, Tumblr.

Building a following will allow you to announce to your followers important events and ask questions of them.

What’s Next

In the next part of this series, I’ll talk about networking, a natural extension to publicising yourself on the web.

ColdFusion Is Hotting Up in the UK

Simon — Fri, 27 Jun 2008 11:56:10 +0000

In the past, the US has held a near monopoly not only in ColdFusion-based user groups, but also conferences, with CFUnited, cf.Objective() and the more general Adobe MAX leading the way.

But the landscape is changing and the UK is challenging for its share of the scene. 2008 is seeing a renaissance in the ColdFusion world following on from the buzz created around the release of ColdFusion 8 in 2007 and the eagerly anticipated future release of ColdFusion, codenamed Centaur. This buzz has resulted in not one but three conferences for 2008: CFUnited Europe was held in London in March, Scotch-on-the-Rocks was held in Edinburgh in June and soon we will see the return of CFDevCon.

The inaugural CFDevCon one-day-conference was held back in 2006, in Croydon, but in September 2008 it is heading down to what is arguably one of the creative capitals in the south of England, Brighton. The conference has not only become a two-day conference, but its scope has moved beyond simply Adobe-based products, with the introduction of Microsoft-based technologies, specifically IIS7.0, Silverlight and SQL Server 2008 and technology-agnostic topics such as Regular Expressions, Search Engine Optimisation (SEO) and Accessibility.

As with all great conferences, CFDevCon has a great line-up of speakers with the likes of Sean Corfield, Hal Helms, Peter Elst, Peter Bell, Aral Balkan and Simon Bailey, to name a few, all presenting sessions.

So, lets get excited people, support the conferences and user groups and evangelise ColdFusion.

Open Standards: Break Down Those Walls

Simon — Mon, 24 Mar 2008 09:26:31 +0000

On the Web, a walled garden is an environment that controls the user’s access to Web content and services. In effect, the walled garden directs the user’s navigation within particular areas, to allow access to a selection of material, or prevent access to other material.

Recent history suggests that open standards will again better the “walled gardens” of the Web.

In 1994, when the previously obscure computer network, developed by the American Department of Defence, first become known to the general public as the “World Wide Web”, or simply The Web, many people first connected to it via AOL and CompuServe. These subscription-based service providers offered not only access to the Internet, but other services such as email, chatrooms, discussion boards and more. It was access to the Web via the Internet that would lead to the undermining of these services, and the opening up of the Web as a platform for individual and creative expression, revenue generation and social interactivity.

Whilst it took some time for the closed communities to venture out into the wilds of the Web, it brought about the standardisation of the services that made up the early web. For instance, POP and SMTP standardised email and as a result it has become the ubiquitous tool of business. Today, of the early pioneers of the Web, only AOL survives, but as an entirely different entity; a web portal supported by advertising.

History appears to be repeating itself. The biggest online phenomena of the past couple of years, the social-networking websites of Facebook and MySpace, are acting very much like the AOL of the mid-1990s. They are closed systems based upon prioprietory standards. You cannot easily move information from one system or another if you so choose. This ties users into one system, or forces them to create profiles on both. A similar comparison can be drawn with the virtual worlds of Second Life and Entropia Universe.

The Web is better when it’s social.

Part of the reason these websites are popular is because they are closed communities, where users can interact with friends and find new friends with which to interact. This community feel has been tested in recent times, with sites such as Facebook being criticised for using their user’s personal data to target advertising. It is innevitable, however, that these systems are proprietory; it is only once these systems immerge and become popular that standards can be developed and implemented.

Just as the Web’s open standards, embodied in the Netscape browser, displaced the online services providers, so the paradigm of open standards awaits the social networking and virtual worlds. Back in the 1990s it was Netscape, but in the 21st Century it falls to Google to defend the open standards of the Web with the Open Social API. Some say there is a large amount of self interest in this move, since Facebook and MySpace have huge communities, which both networks know a huge amount more about than Google and can hence generate billions of dollars of revenue.

The web is more interesting when you can build applications that easily interact with your friends and colleagues. But with the trend towards more social applications also comes a growing list of site-specific APIs that developers must learn. Open Social is an attempt not only to open up the closed communities and allow developers to interact with the different networks, but allow developers to only learn one API. MySpace has signed up to this initiative and, more reluctantly so has Facebook. A curiosity is AOLs recent aquisition of Bebo, another online community popular in Europe. Is AOL simply jumping on the “band-wagon”? Has it learnt its lessons of the past, or is it using knowledge of its past as a guiding principle? Whatever is the answer, Bebo’s inclusion in Open Social will help it continue its competition with other social networking websites.

John Donne – Excerpts from Meditation XVII

Simon — Wed, 17 Jan 2007 09:23:48 +0000

No man is an iland, intire of it selfe; every man is a peece of the Continent, a part of the maine; if a Clod bee washed away by the Sea, Europe is the lesse, as well as if a Promontorie were, as well as if a Mannor of thy firends or of thine owne were; any mans death diminishes me, because I am involved in Mankinde; And therefore never send to know for whom the bell tolls; It tolls for thee.