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).

Lifting The Veil On Audience Modeling: It’s Not Just Retargeting

hands_shutterstock Over the past two years, I've been focused on applications of the remarketing toolset. Each time I have a conversation about my work, the response can be summarized by "Oh, you’re doing remarketing." But I'm not remarketing. I'm building audiences. After the umpteenth conversation about how remarketing is a single form of audience-based advertising, I want to open up the hood and provide some clarity on the evolution of remarketing. Allow me to explain how the underlying tools of a simple and effective marketing channel have enabled some of the most innovative and effective marketing meth [...]


Google Analytics Adds Bot & Spider Filtering

google-analytics-featured Looking for a cleaner count of traffic and activity on your website? Google Analytics has just announced the addition of bot and spider filtering. You'll find the new checkbox by going to the Admin panel and clicking "View Settings." The bot filtering option is near the bottom of the next screen right above Site Search Settings. (Note: I see this option only in some accounts right now, so it must still be rolling out.) What does it do? Here's Google's explanation: Selecting this option will exclude all hits that come from bots and spiders on the IAB known bots and spiders list. The ba [...]


Report: “Understanding Customer Behavior” Top Holiday Priority For 66% Of Retailers

holiday-retailer2-1920 During a recent Big Data and Analytics Summit in Chicago, business analytics provider Looker polled more than 125 senior-level retail executives to identify retail industry priorities and challenges as the holiday season approaches. The survey found 66 percent of the retailers believed the No. 1 way to drive holiday sales and build loyalty was to understand customer behavior, but nearly half (four in ten) felt their organizations were ineffective at using data to improve business. Asking retailers to list their top challenges around business intelligence, the study revealed: 34 p [...]


6 Common Mistakes Of Acquisition Marketers

shutterstock_205698988-digging-treasure-prospecting New customers are the lifeblood of any business, and often the most expensive area of investment. Brands often build complex processes and campaigns to drive new interest, and measure it to the point of conversion. Yet, despite its importance and the extent of the investment, there are six errors that are repeated time and time again. 1. You Aren’t Really Buying Prospecting! When it comes to media buying, the problem of knowing what you are buying is an ongoing problem. Programmatic marketing is mostly provided as a black box solution, but because it performs well, it is increasing [...]


Google Display Network Reporting Now Easily Available In Google Analytics

Google Display Network Reports in Google Analytics You may have noticed a new reporting section in the AdWords menu showing up on Google Analytics called Display Targeting. Apparently, this started rolling out a few weeks ago, and Google made the announcement official today. Andy Groller, Director of PPC at DragonSearch, provided the screenshot above and first pointed out the new reporting to me yesterday. As the name would have it, the Display Targeting area is where you'll find performance data on what happens after users click on ads running on the Google Display Network. You can drill into details on: Display Keywords Place [...]


Bad Data: Gaps In Tag Implementation Hinders Top Retailer Sites [Study]

Tag Management Data Quality Internet Retailer 100 ObservePoint Despite the fact that half of Internet Retailer 100 companies use a tag management system compared to just 18 percent of those ranked 501-600 on the list, their tag deployment rates -- and thus, data quality -- were slightly worse than those of the latter group. The key reason? Faulty implementations. Several of the elite sites failed to have tag management code placed on every page of their sites, according to a new report from tag auditing firm, ObservePoint. Overall the study found that 1 in 30 pages were not tagged across sites in both the Internet Retailer Top 100 and 501-600. For c [...]


Facebook Maintains Top Position In Social Logins [Gigya]

gigya-featured Facebook maintained its position as the Internet's leading identity provider in the second quarter, accounting for 55% of social logins on desktop and mobile platforms, according to data released today by customer management firm Gigya. It's an increase of two percentage points over the first quarter. Google+ remained in second place at 27%, dropping one percentage point since the first quarter. Yahoo (11%, down two percentage points), Twitter (5%) and LinkedIn (1%) rounded out the list. Gigya's data shows a significantly wider spread than rival share tool provider Janrain, which reporte [...]


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. [...]


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!