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).

Google Analytics Adds Content Groupings In Behavior Flow For More Intuitive Visualizations

Google Analtyics Behavior Flow Content Groupings This week, Google added Content Groupings in the Behavior Flow area of Google Analytics. Behavior Flow provides a visualization of how users navigate through your site and where they dropped off by landing page, source, medium or any other dimension. Now you can see those flows by Content Grouping. Content Groupings were launched in December to give users a way to group pages or app screens in ways that make sense for the business, such as by department or product category. Now you can use Content Groupings to see Behavior Flows in ways that are uniquely applicable to your web site or a [...]


5 Steps To Becoming A Customer-Centric Marketing Organization

Customer_Revenue The "holy grail" for retailers may well be the possibility of becoming truly customer-centric in every facet of their business -- from customer service to marketing to supply chain. For marketing teams in particular, being able to communicate the right message to the right customer at the right time is critical. Customer-centric marketing allows you to put customers (not events, channels or categories) at the center of all analysis and decision making, allowing the marketer to understand customers' different behaviors and preferences. Nowadays, thanks to advances in technology and tools, i [...]


Audience Modeling & Customer Lifetime Value 101

shutterstock_184442897-customer-lifetime-value Customer lifetime value (CLV) is at the core of all of our advertising efforts. Being able to distinguish between good customers and bad customers (and all the grey in between) is what enables marketers to build scalable programs without being limited to a direct response. A good CLV model highlights the good and the bad, embracing variance in user behaviors. A bad model assumes a homogenous user -- blurring the lines of actions and events to create an average response, crippling the marketer from ever maximizing opportunity. The foundation of CLV modeling uses a RFM framework. RFM stand [...]


3 Steps To Get Started With Cross-Channel Analysis

analytics-600 We are currently living through a Cambrian-level explosion of marketing channels. It seems like there is a new channel or device popping up every year, each with a new set of metrics, media and strategies. In the future, each marketing manager or analyst will be responsible for managing media across a greater number of different channels, networks and devices. This calls for some changes in how we analyze and report on marketing results: There will be a need to consolidate marketing metrics across different channels: hundreds of different metrics across dozens of channels is simply n [...]


How To Leverage Wikipedia Data For Deeper Consumer Insights

WIKI_SCREEN Whenever we try to get a better understanding of online consumer behaviors, we tend to look to Google for answers -- either via the Google Keyword Planner to understand the quantitative volume of searches (aka the consumer interest) or by looking at Google Trends to understand trending and seasonality. Anyone working in search knows the downfalls of using these tools. Primarily, the data are aggregated by either week or month, removing any opportunity to explore daily or day part trends. The data are also heavily delayed -- and, living in today's adaptive real-time environment, we need the [...]


Extreme Reach Buys BrandAds, Online Video Ad Verification & Analytics Start-up

brand-ads-dashboard Extreme Reach, a platform for distributing video advertising across mobile, web and TV, announced it has acquired video ad analytics solution BrandAds. BrandAds launched last year to provide real-time video advertising analytics and much-needed verification tools to give customers transparency into their video ad buys. "Extreme Reach offers an integrated TV, Digital and Talent Rights product suite and the addition of BrandAds takes our Digital offering to a whole new level.," said John Roland, CEO of Extreme Reach in a statement. "When it comes to Digital campaigns, we're offering our clien [...]


Google Snags Attribution Firm Adometry To Beef Up Google Analytics Premium

adometry google Today, Google announced it is acquiring marketing analytics and attribution platform, Adometry. "Google Analytics Premium and its hundreds of customers, will now have an additional set of tools to accomplish their business and marketing goals," said Paul Muret, VP of engineering for Google Analytics. The Austin-based firm will continue to operate independently for the short term, but will eventually its team members will join the Google Analytics team. The focus, initially at least, is to incorporate Adometry's powerful attribution modeling capabilities into Google Analytics Premium. [...]


HootSuite Rolls Out A New Social Visualization Tool For Enterprise Customers

ubervu HootSuite Enterprise has launched a visual social media analytics feature, uberVU Boards, that aims to provide metric reporting tools simple enough for non-analysts to use. A product of HootSuite's January acquisition of London-based uberVU, Boards allow users to create customized dashboards, pinning metrics that need to be tracked daily -- mention streams or spike signals, for instance. Boards update in real-time and can be quickly turned into reports. "Unlike traditional data visualization technologies, Boards has been designed so that any user can easily identify a metric, pin it to a [...]


Using A Google Tag Manager Listener To Get Your Real Bounce Rate

The difference in bounce rate when the 15 second event is added. Frustrated by your bounce rate? Does it stay stubbornly high at 60% or more? I was frustrated, too -- until I realized that Google Analytics doesn't track bounce rate fairly. A bounce is any visit for which the visitor only looks at one page and does not interact with it. If you're publishing a blog, this is truly unfair as someone may spend minutes reading a post, and still be counted as a bounce. This is what I call the Boing Fallacy. My friend and fellow Converterati, Bryan Eisenberg, pointed me to a simple solution by Aris Abramian on the eWeb Marketing blog. This solution crea [...]


Desktop Still Trounces Mobile For Content Sharing And Engagement

how-they-share It's a mobile world but desktop still holds the advantage in at least one area -- engagement with content -- according to first quarter data released today by social sharing plugin provider AddThis. The mobile share of total engagement is increasing -- gaining 17 percentage points since the first quarter of 2013 -- but AddThis data still show a 65%-35% overall advantage for desktop. That's a trend-bucking figure considering how far the mobile pendulum has swung on the social media networks where much of the engagement is taking place. According to ComScore numbers for Q4 of 2013, 68% [...]


Your Guide To All Things Hashtag Analytics & Optimization

Diet Coke #ShowYourHeart Campaign Hashtags. You've heard people talk about them, you've seen them on Twitter, but have you added them to your marketing toolbox? If not, let me show you how you can use hashtags to turbocharge your marketing efforts. [youtube]https://www.youtube.com/watch?v=57dzaMaouXA[/youtube] #Origins The present use of hashtags dates back to 1988, when early internet users began including them in messages on the popular chat platform IRC. They were used to group messages, images and videos into categories. Hashtags reappeared on Twitter in 2007 when Nate Ritter used the hashtag #sandiegofire at the e [...]


The Three Layers Of Data And Analytics Success

Heading toward the data... With the data age well and truly upon us, the struggle to keep up is a challenge faced by virtually every organization. And in a time where the majority of marketers didn't grow up with iPads or smartphones in hand, these can be difficult waters to navigate. Swimming In Oceans Of Data While everyone seems to agree that the sheer volume and expanse of data available today is key to unlocking business value, getting to the point where data is actually driving organization-wide decision-making has proven difficult. Like a child visiting the beach for the first time, we've run down to the [...]


Google Analytics Makes It Possible To Share More Assets Via Its Permalink Solution

Google Analytics Sharing feature Google Analytics announced it's now possible to share more assets using the Permalink Solution. "Permalink has been around for a while as a means to share assets. We just enabled new asset classes - such as goals - to be shared via this functionality," said Google Analytics product manager Stefan Schnabl. According to the announcement, segments, goal tracking, custom channel groupings and custom attribution models now can be easily shared using a unique URL, in addition to Dashboard and Custom Reports. Google confirms any assets shared via the link will remain private, and can only be [...]


BrightRoll & Ifbyphone Announce Analytics Product Upgrades

analytics-600 Video advertising platform BrightRoll and voice-based automated marketing solution Ifbyphone both announced upgrades to their analytics offerings today. After recently partnering with Moat to deliver third-party viewability metrics, BrightRoll said it has entered into an agreement with comScore and Nielsen to integrate measurement analytics from each company. "For the first time, advertisers will be able to plan, target and optimize campaigns to maximize in-target delivery and validate performance with independent reports," said BrightRoll CEO Tod Sacerdoti. With the new data integration [...]


Google Analytics Combines Web & App Data Into Single Reporting View

google-analytics-600 Google Analytics announced yesterday it is combining web and app data into a single reporting view, as well as merging its Visitor web metric and Active Users app metric  under the same "Users" name. Google Analytics product manager Nick Mihailovski shared the updates on the Google Analytics Google+ page, clarifying how the newly consolidated web and app data reporting view will work: Any data you send to the same property appears in all of the reporting views, regardless how you collected that data. This means if you send data from the web or from a mobile app to one property, both dat [...]


3 Ways To Connect With Your Customer Even When You Don’t Make The Sale

Google Products There are four ways to break into e-commerce: Better service (Zappos) Cheaper prices (flash sales) Proprietary products (Bonobos, BetaBrand, Warby Parker, Revolve Clothing, etc.) New experiences (ShoeDazzle, Rent the Runway) Unless your company embodies at least one of these attributes, it's nearly impossible to succeed as a viable e-commerce company. Your potential customers are already loyal to Amazon (after all, they pay for Prime), so you've got to offer an incentive to compete. So, in an age where the most effective way to get distribution is to source sales to already [...]


A Concise Overview Of Cross-Channel Marketing Models

analytics-600 For several decades, modeling cross-channel marketing impact was synonymous with marketing mix ("top-down") models. However, with the increase in cross-channel tracking and computational power, new breeds of marketing attribution ("bottom-up") and other alternative models have appeared in recent years. [caption id="attachment_74386" align="alignright" width="360"] (Stock image via Shutterstock.com. Used under license.)[/caption] Although these models all seek to quantify the relative impact of different media channels, they are quite different in their approach. And while there are so [...]


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 [...]


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