Analytics is a set of statistics that shows how visitors interact with a website. From a marketing perspective, analytics is used to learn what strategies and tactics have worked (or not).

Tracking Intent Data Across Channels For B2B Marketers

shutterstock_102068095-woman-with-tablet-at-airport-web Savvy digital marketers have learned that by now, when it comes to boosting results and efficiency, you can't beat intent data for the ability to reach and engage users who are "in market." For B2B marketers, where the buying process is more intricate and collaborative, intent is an even more important factor in building and nurturing relationships with customers. Knowing just when to reach out to them with exactly what they need is what keeps long term B2B relationships going. Within the B2B buyer’s journey, there are several stages where marketers must actively nurture that rela [...]


At Last, Google Analytics App Comes To The iPhone

google-analytics-600 Google has released its official Google Analytics app for iPhone, now available for download in the app store. The app is compatible with iPhone, iPad and iPod touch, though is optimized for the iPhone 5. It requires iOS 6.0 or later. An Android version of the Google Analytics app has been available for a couple of years now. The app launches with a real-time view of the number of visitors on your site followed by Audience numbers from the time frame selected. It's easy to drill in to get more data by tapping on each card on the screen -- such as Real-Time or Audience in the s [...]


Removing The Fog From The Marketing Cloud

Another foggy day in the marketing technology cloud. Consider this: just 20 years ago, a retailer having a website was a huge novelty. Back then, the main purpose was to connect customers to service reps or find a store, and it took years before you could effectively showcase and optimize products like you can today with a marketing cloud. [caption id="attachment_90111" align="aligncenter" width="600"] Another foggy day in the marketing technology cloud.[/caption] Websites and e-commerce have evolved in the past 20 years largely due to third-party technologies. These technologies have helped optimize the overall brand experience, build cus [...]


What Works Best For Measuring Marketing Impact? Top-Down, Bottom-Up Or Sideways?

shutterstock_181286708=devices-touchpoint-attribution The discipline of marketing science arose from marketers' number one need: to know what advertising efforts work. What are the forces that drive sales up or down, and by how much? To answer these questions, marketers need data. In yesterday’s world of mass media broadcast advertising, aggregated data was all that marketers had to make data-driven decisions. It was enough for marketing scientists to develop sophisticated econometrics models to fuel an entire discipline known as marketing or media mix modeling (MMM). Marketing (Or Media) Mix Modeling (MMM) These models use historical i [...]


Dodge Marketing Plan Doom With A Performance Framework

analytics-600 One afternoon, I was sitting in the CEO's office at a global agency when an urgent knock came from the door. The global account director was leading an emergency meeting with the agency’s biggest client, and he was in a bind. The agency needed to retrofit a performance measurement plan for a $12 million marketing campaign that just wrapped up. The global account director heard I was an "analytics guy" and thought I could help. I joined him downstairs with the client's VP of marketing as well as six agency people. It turns out the VP had a new boss who wasn't around at the start of the [...]


Report: Social Sharing On Mobile Devices Surges 30% In Second Quarter

sharethis-mobile-20214-q2 Adding to the evidence that 2014 is a mobile tipping point, social data and sharing tool provider ShareThis reported today that sharing via smartphones and tablets surged more than 30% during the second quarter. Pulling data from its network of more than 2 million U.S. publishers, ShareThis found sharing growth of 27.8% for smartphones and 3.5% for tablets when compared to the first quarter. The ShareThis figures for desktop sharing dropped 5.5 in Q2. Although ShareThis didn't provide aggregate figures for device sharing, its growth numbers report coupled with last month's comScore estim [...]


How To Achieve Better Conversion Rates for Your Third Party Web Applications

kunikuni_piglet_shutterstock2014-07-07_0858 If you use a web-based, third party service for your career center, ticket registration or maybe webinar registrations, you are probably feeling some conversion pain. Even though these systems provide a (usually) less expensive option than building it yourself, they are usually quite ugly and have a subpar user experience.   We've become accustomed to third party services being this way because everybody has to use them, but there are options that might be worth looking into that could give you a little bit more control over those ugly systems. Their poor user experience may stem fro [...]


Data-Powered Message Strategies That Drive Better Customer Experiences

United-Dayton Most email marketers are data junkies. They track their deliverability, spam rate, bounces, clicks, clicks-to-open rate, conversions and many other stats -- as well they should. But the data we collect and track as email marketers, and the tools and methods available to us -- to improve results or resolve problems or provide new services -- are changing fast. It's becoming possible to leverage data to do things in the email channel that simply weren't possible even just a few years ago. But just because we can doesn't mean we should. Where exactly should we draw the line between using da [...]


4 Things To Get Right Before You Pay For Traffic

click share by position If you're thinking about starting to pay for traffic or expanding an existing program, there are four core concepts to get right before you start burning cash. Determine: What's a visit worth? Design for Conversion Get Your Message Right Establish an Organic Strategy Determine: What's A Visit Worth? The most immediately actionable analysis for a marketing team is to calculate the value of a visit to the channel you are planning to invest in. This analysis is essential for intelligent bidding in more sophisticated channels such as Paid Search or Programmatic Display, because p [...]


Testing Is At The Heart Of Marketing Success

ab-testing-test-shutterstock Marketing for any business is an ongoing effort that requires consistent refinement and improvement to see positive results in the long-term. It is not enough to simply create a quality marketing program and leave it alone to do its job. Rather, the marketing plan for any business needs to be monitored on a daily basis in order to make sure maximum returns are achieved. Testing, Testing Thanks to A/B testing, or split testing, it has never been easier to refine marketing programs. Businesses that aren’t using testing as a major part of their marketing plan are missing out on a big oppor [...]


20 Reasons Why Social Analytics Is A Nightmare — And What To Do About It

nightmare-shutterstock Social media managers and analysts have one of the toughest jobs in digital marketing today. Imagine trying to be an expert in content marketing, acquisition and retention marketing, brand management, word-of-mouth, customer advocacy, paid media, reputation management and viral marketing -- all across five different media channels and dozens of accounts. This is a day in the life of a social media manager. Due to its complexity, social media is also one of the least understood of all marketing channels. Learnings around social media management are largely limited to high-level best pract [...]


4 Data-Driven Tips For A Successful Mobile Marketing Plan

mobile-devices-trends Mobile marketing is coming into its own. With the 2013 mobile e-commerce market valued at $43 billion and mobile traffic making up nearly 50% of site visits in the first quarter of 2014, the savviest retailers -- e-commerce, brick-and-mortar and omni-channel alike -- are investing in building out dedicated mobile marketing teams and capabilities. These numbers come from the Custora E-Commerce Pulse Mobile Report, soon to be published by Custora (disclosure: my employer). These metrics and others hint at the size of the opportunity for marketing teams that are able to harness the power [...]


Ride The Tides Of Your Website To Make More Money With A/B Split Testing

The Traitors' Gate at the Tower of London In medieval London, pirates were often punished by chaining them to a wall near the Thames River (you pronounce it “ˈriv-ər”) at low tide. For most rivers, this wouldn't be a problem. The pirate would simply get wet. [caption id="attachment_89092" align="aligncenter" width="600"] The Traitors' Gate at the Tower of London[/caption] However, the Thames, being an estuary, rises 15 feet, 20 feet or more at high tide. These pirates didn't just get wet. They got dead. You might say that the judges of London used the tides for their work, but the pirates lived and died by these tides. [...]


How Universal Analytics Is Different And What You Should Be Doing Now

logo-ga-upgrade If you've been using Google Analytics (GA) as your analytics solution over the past year or so, you've probably noticed that Google has been promoting its new analytics solution called "Google Universal Analytics" (UA). UA was in beta for well over a year. On April 2, 2014, it was moved from beta to production. While Google is treating this as the "re-imagining of Google Analytics," there are many new features and technologies behind it. How do the new features and technology behind UA impact what you're doing today? For everyone, there is no visible impact beyond the constantly chang [...]


Tablets Vs. Smartphones: Online Engagement Patterns Present Opportunities

shutterstock_200036231-tablet-vs-smartphone Two of the overarching goals for online marketers are maximizing the reach of their campaigns and increasing engagement levels. While delivering on the reach portion of this equation can be achieved through a number of well-known tactics, increasing campaign engagement is a much more nuanced task. The optimum content and delivery method of a campaign will vary from industry to industry -- and with consumers browsing across multiple device types, context (and how that impacts engagement on a larger scale) needs to be taken into account. In this article, we examine a month's worth of No [...]


Prepare For Future Search: SEO For The Connected Home(Kit)

connected-devices My wife called me at work last week to let me know that she locked herself out of the house. Oddly enough, she had her phone with her but not her keys. If this had happened six months in the future, I would have never received her call because she would have just unlocked the door with her phone. This is all thanks to a newly announced iOS feature called HomeKit, coming to iPhones and iPads this fall. HomeKit, which premiered earlier this month at Apple's WWDC (World Wide Developers Conference), turns your iPhone or iPad into a remote control for your house, giving you the ability t [...]


8 Reasons To Start Using Tag Management, If You Haven’t Already

code-113611_640 At this point in the history of digital marketing, I think it's safe to say that -- for better or worse -- tags are required table stakes of digital measurement. Your analytics solution, your search marketing platforms, your UX tools, your testing platform, your voice of customer solution, your bidding platforms, your retargeting strategies… most, if not all of these, require those little snippets of code to be configured and added to your web properties, your apps, and basically your entire digital footprint. And for years now, we've done it. We've taken the code from vendor X, adapte [...]


Time For A Check-Up: Marketing Strategies For A Successful Second Half

holiday-retailer7-600 Do you remember "report card day" at school? There was always an element of excitement in the air, often mixed with a bit of trepidation. While you pretty much knew what to expect going into school that day, it wasn't really official until you saw those grades in black and white. Here we are, all these years later, and we're still being graded -- except that now, report cards have been replaced by quarterly reports, and there's a lot more riding on the results. As we enter the second half of 2014, there's no doubt you'll be analyzing the performance of your marketing campaigns over the l [...]


First Look: Insights For Google+ Finally Tells Page Managers How Their Page Is Performing

google-plus-analytics-featured In the beginning there were Ripples, Google's surprisingly rudimentary display of the spread of Google+ posts. And that's about it. Google+ didn't provide page managers with much useful information about how their page was performing, and that was one the major impediments to using the platform as an effective marketing tool. That changed yesterday with the release of Google+ Insights for pages, a development that was overshadowed by the major Google My Business news. Now managers of brand and business pages will be able to assess and adjust their efforts on the Google+ platform, [...]


Digital Marketing 201: Explore Segmentation To Drive Growth

segmentation_shutterstock Being able to segment your web visitors, buyers, customers and prospects isn't the first thing that most of us as marketers turn to. We understand the need for it, but it's usually not a big focus. Even when teams do pay attention, it is often only to email lists. Segmentation is something that should be considered from the very start because it will help you better understand your customers and their needs which drives sales. Segmentation That Drives Sales There are many ways to segment your visitors and customers. Every business should have its own unique ways of segmenting, but the [...]


Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!