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).

Simply Measured Offers Facebook Insights With Ads Report

SimplyM3 Social media analytics provider Simply Measured is now offering its customers a Facebook report that merges analytics for organic and paid posts on the social network. Simply Measured said it is the first metrics platform to provide such a report: "Because of the intricacy and manual effort involved with stitching multiple Facebook APIs together (it takes one of our customers a day and a half each week!), most social marketers currently report on paid media separately from the rest of their fan page performance." As the sample chart above shows, the report gives a top-level reading o [...]


You Need More Than Just Google Analytics To Succeed Online

analytics-featured If you want your online business and campaigns to succeed, Google Analytics will not meet all of your measurement needs. That may seem like crazy thinking because GA has a huge array of capabilities. However, there are many areas where we have better tools for understanding visitor behavior such as interaction, user sentiment and impact from change. Without using these tools to gain insight, you will not be as successful as you can be. So, if GA isn't enough, where do we turn for gaining the insights we need into visitor behavior? I wish there was a single tool with everything ne [...]


Google Analytics Rolls Out Beta Diagnostics For Limited Number Of Users

google-analytics-600 Google announced yesterday it is launching beta Analytics Diagnostics, but only giving access to a limited number of users for now. According to the announcement, the new Analytics Diagnostics feature will identify a number of account issues: It inspects your site tagging, account configuration, and reporting data for potential data-quality issues, looking for things like: Missing or malformed Analytics tags  Filters that conflict Looking for the presence of (other) entries in reports Google offered the following image to show how Diagnostics notifications will appear for a [...]


VIDEO + SLIDESHOW: How The Data Analyst Will Revolutionize Business Decision Making

Revolutionizing Decision Making: How The Analyst Will Take Over Business With advances in big data, artificial intelligence and increased metric captures of everything we do in the digital world, business analytics will go through a radical transformation in the next few years. Today, analytics practitioners influence business decision makers. In the future, analysts will own business decision making. How will this affect the way marketers approach big data? It's time to think about business analytics in a brand new way. Watch the keynote presentation, Revolutionizing Decision Making: How The Analyst Will Take Over Business by Natalie Kortum, Director of An [...]


3 Tips to Get Your Affiliate Network Working For You

shutterstock_171989792-gears-work Times are tough for affiliates. In February 2014, the affiliate channel accounted for only 7% of e-commerce transactions -- down from 9% in February 2013, and a drop in the bucket compared to major e-commerce traffic sources like organic search (24%), paid search (19%), and email (18%). The above figures come from The Custora Pulse, a free US e-commerce industry benchmark, aggregating transaction and customer data from over 100 US e-commerce retailers, developed and updated by e-commerce marketing analytics company Custora (disclosure: my employer). But don't go feeling bad for affili [...]


Google Analytics Rolling Out New Bulk Linking Feature For Adwords Accounts

google-analytics-featured Google announced today it is launching a new linking process that will allow Adwords account users to link all their accounts at once inside Google Analytics. According to the announcement, the new "linking wizard" will be available for users who have access to an Adwords MCC (client center) with multiple Adwords accounts. From the Google Analytics blogpost announcing the launch: The new account linking wizard allows you to select any of the Adwords accounts in which you have administrative access...Many users want to quickly find unlinked Adwords accounts and link to them, and the new [...]


How Much Should You Spend On Optimization? Calculate Your BUU

shutterstock_157334462-scale-tools-money Analytics platforms. Split testing software. User testing tools. This is starting to sound expensive. And it is. What if it were more expensive not to have these things in your online business? It might very well be. Your business may be one of the many that is hobbled by a “launch and hope” approach to digital marketing. Not every business will benefit from such tools, but yours may. How much will you benefit? How much does it make sense to spend? This is an exercise in budgeting for website optimization. We will show you how to calculate a Basic Upside Unit (BUU) and h [...]


Ad-ID Tracking Now Required For All Digital, TV, Radio Ads With SAG-AFTRA Members

Ad-ID As of March 31, any advertising that features one of the more than 165,000 members of the SAG-AFTRA union must now incorporate Ad-ID, a web based system for tracking commercial performance across all media. The deal covers all commercials produced for television, radio and digital platforms. The universal identifier, developed in 2003 by the American Association of Advertising Agencies (4A's) and the Association of National Advertisers (ANA), tracks where and how many times an ad airs across all platforms. That information then translates into how much a SAG-AFTRA performer is compensated. [...]


Google Moves Universal Analytics Out Of Beta

google-analytics-600 Since first being offered in October of 2012, Google announced today Universal Analytics is now out of beta, making all the features, reports and classic analytics tools -- including remarketing and audience reporting -- available to everyone. According to the announcement: Universal Analytics is the re-imagining of Google Analytics for today’s multi-screen, multi-device world and all the measurement challenges that come with it... Today we’re happy to finally announce: Universal Analytics is out of beta and everyone can use it with the same robust set of features you’re used to wit [...]


YouTube, Google+ Have An Engagement Advantage In Shareaholic Survey

shareaholic clip They may lag in total referral traffic, but YouTube and Google+ bring in a more engaged audience, according to a Shareaholic survey released Monday. The data, pulled from Shareaholic's network of 200,000 sites and 250 million unique visitors for six months ending in February, showed that users coming from YouTube and G+ easily beat Facebook and Twitter on three key metrics: average time on site, average pages viewed per visit and average bounce rate. It's important to note that we are talking about very small numbers of referrals. Shareaholic's data also show that traffic from YouTu [...]


Google Rolls Out Analytics Reporting For YouTube TrueView Ads

youtube-logo-200 Google is beefing up the reporting for TrueView video ads in Google Analytics. Advertisers manage YouTube TrueView ads through AdWords for Video. Rolling out over the next few days, the new Video Campaigns report will be found under the AdWords section in the Acquisition menu in Analytics. The report includes TrueView-specific metrics like Paid Views, Cost Per View, and Website Clicks and metric groups such as Engagement, for insights on how users engage with both a video and the corresponding website.  The report can be segmented by Ad Content or Video. In order to measure the indirect [...]


First Touch: In 9 Of 10 Industries Search Tops Lead Generation, Social Shortens Marketing Cycles

Marketing Cycle By First Touch Attribution - Bizible In a new paper, Bizible analyzed data from the more than 480,000 leads that have been tracked through its Salesforce marketing analytics platform to provide insights on how marketers should be thinking about attribution modeling and why the traditional last-click model is broken. When looking at last touch only, Bizible found that search accounted for 41 percent of the leads generated. Yet, when considered by first touch, search, in fact, drove 56 percent of the leads. Furthermore, the combination of search first touch and search last touch was the most productive sequence for lead gener [...]


3 Insightful Ways To Visualize Your Keyword Data

Data Vizu Over the past year, I have come across more and more fancy-looking graphs and charts in the online marketing space. This is most likely because strategists, analysts and executives are getting more savvy in general, but also because there are more and more easy-to-use analytics packages out on the market. Although this is great, this analysis is often times very high-level and informational. It's sometimes hard to understand the bottom line. Whatever analytics package you or your team currently uses, I want to share a couple of ways you can look at your keyword data in SEM. I have [...]


How Users Of Various OSes Differ In Their Online Behavior Over Time

social-media-clock-featured For marketers, timing is often as important as creative, the most obvious example being campaigns tied to particular holidays. These days, with complex analyses now possible for activities like email marketing, online promotions and blog posts, industry practitioners are actively pursuing the "best" timing for their latest initiatives. In this piece, we drill down into the nuances of this issue by examining the differences in hourly usage behavior between users of different operating systems and device types. These insights should hold particular value for those marketing to one or more def [...]


5 Tips For Getting More From Your Data You Already Have

paid-ctr Sixteen Million. That’s the number of Google results for the term “Big Data.” And when you look at the historic interest in Google trends, the story is pretty clear  – Big Data is here to stay.  But do you really need more data than you already have? I doubt it. Chasing The Big Data Rainbow? Over the past few years, I have seen agencies, marketers and brands collect and analyze more data than ever before. And now with the development of new platforms, channels, KPIs and measurements, I’m finding an ever-growing hunger for new data sources. I constantly hear marketers either c [...]


5 Reasons To Migrate To Universal Analytics Sooner Rather Than Later

Universal Analytics custom dimensions "Universal Analytics is the new operating standard for Google Analytics. All accounts will soon be required to use Universal Analytics." --  Google Is the fear, uncertainty and doubt setting in yet? Well, no reason to panic quite yet, but before you have to switch, let's talk about why you want to switch sooner rather than later. Universal Analytics (UA) is still in beta for now, but at Cardinal Path we’re lucky to have been working with UA as a Google Analytics Certified Partner since its very early stages. And we can tell you it's come a long way; in all but a handful of cases i [...]


Dawn Data Brings A Daily Dose Of Google Analytics To Google Glass

dawn-data-1 The Google Glass app ecosystem is growing slowly (the Glass Developer Kit still hasn't been released), but one of the newest apps around is bound to be a hit with the marketing community. It's called Dawn Data, and it's a new app from developers Mark Silverberg and Brian Norris. Silverberg says the app was initially a personal project, but he decided to convert it to a public app for other Glass Explorers to use. Dawn Data obviously doesn't deliver full Google Analytics functionality and data to Glass, but it does give just about all of the traditional traffic-based data that a website o [...]


AdStage Adds Optimizely And Other Ad Solutions To App Suite, Launches New API For Marketing App Devs

AdStage AdStage, which launched just last year, is aiming to loosen the grip Marin, Kenshoo and Adobe have on ad management by giving SMBs self-serve access to an ad management platform and third-party advertising tools. Advertisers can create and analyze campaigns across a suite of networks including Google, Bing, LinkedIn and Facebook  simultaneously and plug into a number of advertising tools including ReTargeter, Unbounce, MixRanks and ThinkStock through its app system. This week at LAUNCH festival -- where it won "Best Business" last year --the company announced the addition of new tool prov [...]


How To Use Relative Standing For Online Analytics

Sample Pie Chart I was recently taking a fresh look at some old statistics school books of mine, and I realized how useful many of those basic statistical concepts can be when applied to online marketing analytics. In this post, I'll share a couple of ways you can delve into your data in a simple way by using relative standing -- that is, how individual data values compare to the rest of the group, as opposed to straight absolute values, which are typically hard to put into perspective. Getting Started: Mean Vs. Median First off, if you are not familiar with statistics at all, let me briefly clarify the d [...]


Beckon Launches Out Of Stealth Mode To Simplify Cross-Channel Analytics & Planning

Beckon CMO Marketing Activites Dashboard Too much data in too many places has long been the Achilles' heel of multi-channel marketing campaigns. Harnessing data from multiple sources, teams and formats is time-consuming and not always even that illustrative of what's working and what's not. Beckon is aiming to change that. Officially launching today, the company is coming out of a two-year stealth period after working with enterprise brands such as Nokia, StubHub and Union Bank to solve the data problem. Beckon is a new marketing management platform that can suck in and parse data from every reporting source a brand uses. The comp [...]


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