October 30, 2014

Peering into the Page – Fine-Grain Tracking of User Behavior With Analytics

The purpose of analytics is to track user behavior on a website or app so that we can understand the effectiveness of our design and make adjustments to better meet user goals and business needs. 

One of the problems of analytics tracking is that it can only provide a certain level of granularity. The easiest way to configure website analytics is to work on the page level. With this setup, data is recorded each time a user clicks to a new page. We get some good information such as what page the user arrived from, which page they clicked to and how long they spent on the page.

However, what the user did while they were on the page remains a mystery. Did they spend 3 minutes on the page reading our content and flipping through our photo gallery? Or did they spend 3 minutes away from their computer stretching their legs and getting a cup of coffee? We’d like to know this so that we can improve our design in the most effective ways possible.

We can see this kind of improvement happening with unsurprising frequency on Amazon.com. They scour through analytics to see exactly which widgets and page elements are used most often to convert browsers into purchasers. A small tweak can mean an increase in Amazon’s bottom line. A short visual history of Amazon’s shopping cart widget makes this clear.

This is where event tracking comes into play. Event tracking is a simple piece of code that can be added to just about any page element – image, tab, button, graphic or even a text link. When the user interacts with the element (e.g., flips through a photo gallery), the interactions are tracked and can be analyzed much like other analytics data.

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September 30, 2014

Content Matters

Pictures take a direct route to our long term memory. Not only do we process them rapidly, but they stay with us.

Today, over 27 million pieces of content are generated and shared daily. Content is not only ubiquitous, it comes in many different forms:  text, visual, data, audio, interactive, video, user generated, podcast, etc.

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Corey’s List of Thoughtful Reads on Visual Content

September 2014

Download and save this list as a PDF file: 9-14 Thoughtful Reads_Visual Content. If you would also like to download our related “List of Thoughtful Reads about Data Visualization,” you may also click here.

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Corey Comes to IABC in October

Andrea Naddaff to Address International Association of Business Communicators’ 2014, Heritage Conference

“If Content is King, Visual Content is Queen: Using Visual Content Strategy to Improve Customer Engagement”

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Q&A with Paige Brewster, Director of Admission and Financial Aid, Boston University Academy


September 10, 2014

Is Content Still King?

September is Visual Content Month

Each month the Corey team focuses its attention on a relevant topic central to branding. This month we address how content and content clutter play a role in strengthening or weakening brand engagement.

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August 21, 2014

The Corey Class in Branding 101

Michael McPherson  presented a webinar about branding to the intellectually curious and energetic students of EXPLO’s program at Yale University this summer. Drawing on relevant branding case studies from our own portfolio of work with Goodwill Industries and EXPLO itself, the presentation is a thoughtful snapshot in our philosophy, process and approach to branding.  Download the presentation here: Branding Best Practices 101: Corey McPherson Nash

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Q&A with Moira Kelly, Executive Director & President, EXPLO


Case Study: Brandeis International Business School

The collaboration between Corey McPherson Nash and the Brandeis International Business School resulted in the slogan, “World Ready,” and a fully integrated brand communications package including messaging, identity, responsive website, collateral system, and a comprehensive book of brand standards and guidelines to help manage their brand efficiently and effectively.


August 5, 2014

Design4Drupal 2014: Where the Rubber Meets the Road

Michael McPherson, Partner & Creative Director, and Ryan Evans, Director of Experience Design, recently attended the Design4Drupal Boston 2014 conference at MIT’s Stata Center. The event is a place for front-end designers and back-end developers to discuss issues, techniques and innovations related to the ways they collaborate on web sites. Through the weekend three key themes emerged: Collaboration, Community, and the Responsive Web.

A successful website is made up of many parts and integrating a successful UX design with backend functionality can often be frustrating. One of the keys here is to collaborate, or as one speaker put it: avoid hand-offs. The more we can trust and listen to team members while dissolving the ambiguity inherent in a project with multiple players, the more successful our web launches will be.

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