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).

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 [...]


How To Do Attribution Modeling & Budget Allocation

mouse-click-money-shutterstock In my last post, I covered customer lifetime value calculations and how to leverage CLV to identity high- and low-value audience segments. One of the most effective use cases for CLV is around budget allocation. Combining channel attribution modeling and CLV calculations, we can make highly calculated decisions around which channels are over- versus under-performing. Audience modeling is about understanding what distinguishes a high-value user from a normal or low-value user on site. The next logical step is to go back and determine which channels are driving those high value visitor [...]


The Secret Sauce Of Marketing Analytics: The 5W1H Framework

5W1H_shutterstock Today, I am going to reveal my secret sauce for marketing analytics. This simple method is so powerful that anyone can start applying it today to any sort of descriptive analysis, and it will start producing results from day one. What’s better, this method does not require any sort of prior knowledge or skill set such as statistics or database querying: anyone from a new grad to the seasoned veteran can use it to get better results. The catch? It’s hardly a secret; everyone knows how to do it. In fact, you probably learned it back in primary or secondary school. The method I am talking [...]


Wearables, Connected Homes, Mobile & The Future Of Analytics

connected-devices The world around us is changing at speeds never seen before. Mobile devices are collecting countless levels of data through innovative technologies like motion coprocessors, gyrometers, GPS, ambient light sensors, application analytics and more.  Consumers are now connecting their physical bodies to electronic devices such as Fitbit and other health monitors. We are also seeing a huge increase in the number of “smart” homes equipped with connected lighting, air conditioning, all the way to internet-connected refrigerators. All this is on top of the numerous connected devices alread [...]


3 Ways To Change Your Thinking About Display Ads & Move Out Of Your Comfort Zone

display-ad-here-featured We have all seen it: marketers deeply loyal to “last click attribution” and the comfort zone it brings along with it. With a last-click mindset, they have focused on maximizing their search marketing volume via Paid Search and SEO until the query supply is maxed out. These marketers also use remarketing (another comfort zone), with proven intent similar to search queries, as well as similar success metrics such as return on Ad Spend (ROAS) and effective cost per acquisition (eCPA). But once these three channels are maxed out, what can marketers do to continue to ramp business? Getti [...]


Google Launches Total Overhaul Of E-Commerce Analytics In Beta

google-analytics-600 Google is testing a "complete revamp" of its Google Analytics E-commerce aimed at providing insights into the entire customer journey, not just the purchase itself. New metrics include: product detail views, ‘add to cart’ actions, internal campaign clicks, the success of internal merchandising tools, the checkout process, and purchase. It's also possible to build audience segments directly from funnel reports to analyze user actions like cart and product page abandons. Funnels are available at the device category level as shown in the screenshot below. Enhanced E-commerce is b [...]


Data Vs. Creativity: The Content Marketer’s False Choice

personas_shutterstock I was at a conference last week where Adobe VP Marketing Insights & Operations David Welch was asked to sum up the future of marketing in six words. His response: "Creative thrills, but data pays bills." [caption id="attachment_85509" align="aligncenter" width="600"] Data and Creativity Should Work Together[/caption] As a writer, I had to respect his ability to turn a phrase. But I also felt a twinge of remorse. We've all accepted that data can and should be a powerful driver of our marketing activity, but most of us continue to prioritize creativity, as well. Of course, we've come [...]


Nielsen: Cross-Channel Campaigns Aren’t Living Up To Their Potential

Integrated campaign overlap A new Nielsen study suggests that integrated ad campaigns that incorporate exposures on both TV and online aren't delivering any better results than when TV and digital campaigns are planned separately. The weakness, according to the study, lies in planning for online. Online and mobile video viewing numbers are relatively small now, but as the report illustrates, digital video viewing is growing much faster than TV viewing and will only continue to catch up. We're already seeing brands starting to shift ad dollars from TV to online. [caption id="attachment_85298" align="aligncenter" wid [...]


Rakuten Marketing Acquires Attribution Firm DC Storm

rakuten marketing Today, Rakuten Marketing announced it has acquired UK-based marketing attribution firm DC Storm. DC Storm brings an attribution, measurement and reporting platform and analytics tools to Rakuten's cadre of digital advertising services. Attribution technology is designed to help marketers understand what how particular ad formats and channels contribute to sales. Attribution platforms typically allow marketing teams to change the mix of marketing channels they track without having to rely on developer and IT resources. DC Storm was founded in 2004 "Instead of relying on black box algorithms [...]


Is It The Site, Or Is It The Analytics? Debugging Google Analytics

The Tag Assistant Extension in the Chrome Web Store As I've said in previous columns, marketers can no longer rely on their communication skills alone to get the job done. They must become scientists of a sort, skilled at measuring and reporting on their digital properties. The tools now exist to help us learn so much about our visitors. But, to paraphrase a famous quote, "With great power comes great potential to screw up." The only thing more heartbreaking than a poor converting website is a high-converting website with broken analytics. Are you getting the credit you deserve? Is a bad analytics setup hiding your true performance? I [...]


Origami Logic Launches Enterprise Marketing Intelligence Platform For Cross-Channel Analysis

Origami Logic marketing campaign reporting platform Today, Origami Logic released its new Marketing Intelligence Platform to help enterprises aggregate and analyze their online marketing activities in real time.  The platform is designed to help marketers move away from cumbersome data collection and spreadsheet reporting and to make faster, informed decisions. Opher Kahane, Origami’s founder and CEO said in the announcement, "With our Marketing Intelligence Platform, we make it easy for brand marketers to measure the performance of their activities, no matter where they are being executed. This significantly closes the feedback loop, [...]


Google Analytics New Roll-Up Reports Aggregate Data For Multiple Sites & Apps

google-analytics-600 Google Analytics announced the launch of Roll-Up Reports yesterday, a new reporting tool that aggregates executive-level business data from multiple sites and apps within a single interface. According to the announcement, the new Roll-Up Report's "Executive Dashboard" includes summaries of key data in real-time for users who manage multiple sites, brands or franchises. Beyond summaries of business level data, the new Roll-Up Reports can be used to gain a single view of the customer journey, showing the paths of unique visitors across various sites and apps: "You can see the total unique- [...]


What To Expect And How To Prepare As The U.S. Mobile Landscape Matures

mobile-video-tablet-600 Marketers of late have been inundated with the idea of the proverbial rising tide of mobile. But by mid-2014, this idea, while still certainly still ringing true for many emerging or developing markets, has largely run its course within the U.S. The tide rose, we're standing waist deep, and, as the landscape steadies, the short-term shifts have become less dramatic. To get away from the analogies, both the domestic smartphone and tablet markets have largely reached maturity, and more subtle shifts in computing behavior are now on the horizon. Consider that for U.S. markets, analysts h [...]


The 4th Wave Of Content Marketing: Marketing Apps

4 Waves of Content Marketing Last month, I introduced the concept of marketing apps -- more interactive features that marketers could deploy across their websites and campaigns to better engage prospects. As a follow up, I'd like to share some ideas with you about how such responsive web marketing apps can have a tremendous impact on the evolution of content marketing in particular. I propose that we've seen three waves of content marketing on the web, and that marketing apps may herald a fourth wave of interactive content on a mass scale. The First Three Waves Of Content Marketing The first wave of content ma [...]


How The Second Machine Age Will Transform Marketing

2ma_300px The incredible change we're all experiencing these days is highly fractal. Similar patterns are emerging at many levels, and we can learn a lot by zooming in and zooming out. For instance, we can talk about how marketing technology is changing — which it is, at a phenomenal pace. But we can also go higher up and examine how marketing overall is changing. We can go even higher up and realize how businesses, industries, and entire economies are being transformed around us. The engine of this breathtaking change at all levels is technology. And before you dismiss that as obvious — [...]


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