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).

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 [...]


State-Level Usage Statistics: How They Can Be Leveraged

retargeting-spying-binoculars-featured For many brands, regionalization of marketing programs represents a key pillar to their overarching strategy. Particularly for those companies operating nationally, it's often difficult and costly to target consumers on a very granular level. Regionalization allows marketers to look at trends across a slightly larger area -- typically several adjacent states that share some cultural elements -- and create campaigns that are more relevant for consumers in that area as compared to national initiatives. However, this strategy can overlook some unique qualities of individual states and cities. [...]


Complete Guide To Universal Analytics – Should You Upgrade?

analytics-600 Now that Universal Analytics has been around for some time, many people are considering making the switch. It just has so much more to offer than the soon-to-be-legacy Google Analytics installation. Being an analytics junkie, I am very excited about this upgrade in features and data. This post is the ultimate guide to Universal Analytics. We will talk about the benefits, installation and all the important ins and outs. Why Switch To Universal Analytics There are many reasons why making the switch to Universal Analytics is a good choice. Aside from the added functionality, the tracking cod [...]


Marketers: The Busier Things Are, The Less You Should Be Testing

Adobe Real Time Analytics Dashboard Any experienced A/B or multivariate tester has probably encountered a situation similar to the following: You are put in charge of testing a new design on the company website. You set up the test with your testing platform, making sure that visitors are randomly assigned to the old and new experiences. A few days later, you check back on the results and are thrilled to see that the new experience is a clear winner, with statistically significant improvement over the old. You excitedly report the results to your boss, and the web team rolls out the new design the next day. But then, thin [...]


Content Marketing: How To Measure Content Performance Holistically

pie 2013 was one hell of a ride -- we lost the keyword tool, search went secure and content marketing became the shiny new toy on the block! So what will this year bring? Even more content! But will yours be a big hit or a big waste of money? This guide should help you start thinking about how to measure the performance of your content. 2014's Focus: Get Ready For More Content! Last year, I spent a lot of time on content strategy and planning -- basically maximizing content efforts by figuring out how to get the right content in front of the right consumers at the right moment. But I expec [...]


Facebook & Twitter Data Partner Datalogix Acquires Shopper Analytics Firm Spire Marketing

Datalogix Datalogix, a third-party data partner of both Facebook and Twitter, is acquiring shopper intelligence firm Spire Marketing, according to an Ad Age report. Datalogix helps marketers marry offline purchasing data to digital ad performance. It is one of the data providers that powers Facebook's partner categories, which allow advertisers to target audiences based on Datalogix consumer data as well as Facebook's own targeting categories. Twitter has also partnered with Datalogix, initially to help CPG brands advertising on the platform to measure the offline sales impact of their digital campai [...]


How To Generate Money-Making Test Hypotheses

Game site We were contacted this week by a company that offers hundreds of online games all on one site. The site's home page displayed dozens of colorful tiles, each linking to a game. To find out how we might improve on this, I went straight to our online gaming expert: my 13-year-old son. I sent him a simple email: "How can we make this site better?" Here's what he wrote back: I think it needs a more home-like homepage. It looks like it's jumping in to the "pick a game" attitude a bit early. A homepage that shows the most played and featured games that also includes tabs at the top listing the [...]


Simple Optimization Tests Everyone Can Run

Always test the obvious. Doing engagement and conversion optimization can get pretty complex, especially when it involves multivariate testing on live e-commerce websites. But, there are so many things that even small websites can do, without an expert, to help increase the number of conversions, sales and visitor engagement. We often talk about some really advanced topics here on Marketing Land, but I constantly find companies either doing nothing or trying to run really advanced testing without having even tried the basics. Five Simple Ideas For Improving Conversion Rates I wanted to highlight some of the e [...]


How To Use Google Analytics To Create Campaigns, Not Just Track Them

SEL 1-4-14 pic 1 We all know that analytics are good for understanding how a visitor behaved on your website -- what pages they looked at, what buttons they clicked or what keywords they used to find you. You can also use analytics to track campaigns like email blasts and paid advertising.  That's pretty basic stuff. What many beginning marketers and small business owners don't know is that you can use analytics data to create an online marketing campaign. Analytics can answer some of the key questions you might ask when you want to create a campaign: Who are you targeting? Where do they live? When [...]


Merging Massive Data Sets

data-analytics-200px You have a hot date lined up and your eyes are set on the perfect little black dress (LBD) to buy from a local store. Just one small caveat -- it's a bit pricey and not really in your budget. Now, you have a few options: beg your mom to chip in, bite the bullet and live off of bread until your next paycheck, try finding the dress discounted online, or hope that the dress goes on sale before your date. For these options, there are a number of relevant pieces of data: the store's current price for the dress, the availability and current price of the dress online, the expected date of an upcom [...]


Marketing Metrics To Embrace & Ignore

revenue-cost_metric No one should disagree at this point that collecting and analyzing data can reveal which marketing programs are working, which ones are failing, and why. Today's marketers have access to tons of data -- but how can we differentiate between helpful and irrelevant metrics? There's just one deciding factor: revenue. Remember that the underlying goal of every marketing initiative is to ultimately drive profit. Yet marketers continue to use metrics that are disconnected from real business outcomes to assess their own success. By relying on Marketing Qualified Leads (MQLs) or hiding behind the excu [...]


9 Questions To Ask When Reading A Digital Marketing Case Study

case study The digital marketing landscape is moving faster than ever before, with dozens of new tools, platforms, and advertising media coming into existence every year. When making a decision to adopt one tool over another or making an entrance into a new market, the case study oftentimes becomes an important factor in whether the trigger is pulled. While a proven tool or medium is certainly less risky to adopt compared to one that is completely unproven, it's worth remembering that case studies are generally crafted to make the object look as good as possible. The results presented may be distortio [...]


2013 In Analytics & Marketing: Our 10 Most Popular Columns

ml-2013-analytics-featured From Annie Cushing's series on how to get the most from Excel to Nan Dawkins' musings on Google's Universal Analytics and Social Media measurement, it's been a busy year in Analytics here at Marketing Land. The Analytics & Marketing column got a big boost this year, as we brought over some of the columnists covering Analytics-related topics from Search Engine Land, opening up the opportunity for them to write beyond search marketing. Like the rest of our expert contributors, they did a fantastic job at illuminating new technologies this year, as well as laying down the basic princip [...]


Monetizing Your Website’s Real Fans & The “Bandwagon”

CTR New User vs Returning (1) In the New England area, Red Sox fever came to a head once again with the October World Series victory this year, and it was clear that many of the fans celebrating were of the "bandwagon" variety. Winning championships turns sporting events into cultural events; non-fans into casual fans; and casual fans into actual fans. Most marketing is targeted toward new fans, and why not? Real fans tuned in when the team was bad. They own jerseys of players that are long gone. They jump at any chance to see a live game. If you view your website like a championship team, there's a need to recognize th [...]


New “Content Grouping” In Google Analytics Lets You Group And Compare Content And Product Type Performance

google-analytics-featured Today, Google announced the launch of a new feature called Content Grouping to help users analyze performance of product and content categories. If you've been using Advanced Segments to aggregate products or types of content, Google says Content Grouping will be an easier and more helpful way to look at aggregated aggregated data. A couple of things to note: Content Grouping supports page grouping in three ways: through tracking code, a UI-based rules editor, and/or UI-based extraction rules. Once implemented, Content Groupings become a dimension of the content reports.  Users can [...]


Analytics: A Beginner’s Guide To Data Visualization

TREEMAP2 Lately, I have been writing about taking a closer look at your marketing data, and my last piece discussed the design of meaningful dashboards for Google Webmaster tools. I received an overwhelming amount of emails, tweets, and comments asking me about the dashboard tools I used in it. Today, I've created a beginner's guide to data visualization to help you get started with your first dashboard. The Benefits Of Data Visualization Tools There are many data visualization tools (DVT) in the marketplace that can help you create interactive dashboards. Of course, each has its pros and cons, so [...]


Using Google Analytics To Measure Content Marketing

Content Marketing When it comes to developing content marketing strategies, the plans created and tactics used are only as good as the results produced. You can design beautiful infographics, create useful guides and publish blog post after blog post -- but if your content strategy doesn't achieve the identified goal, what is that content worth? Not much. With any marketing strategy, measurement and tracking are extremely important when reporting ROI, and the same is true for content marketing. There are many different tools available to gather content marketing data, though a number of useful metrics can be [...]


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