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).

How To Use Site Search To Get Keyword Insights In A (Not Provided) World

ML 10-2013 3 Not Provided is all anyone is talking about these days -- with good reason. Holding data hostage and forcing users to buy ads to see it is pretty dirty pool, in my opinion. Most of my clients cannot lay out the money just to grab data, so we've had to come up with some creative ways to see information at a keyword level. I've shared previously how using a "Not Provided Filter" can give you insights into landing pages that are triggered by a keyword search. If you know the landing page, you can extrapolate and "guess" what the keywords might be. This is great if you have time to really look [...]


Marketing Power Processes: The Lord Of The Rings

telephone-ch As marketers, we are dealing with a power crisis. We have more channels than ever to get our message out, and yet have fewer resources with which to utilize these channels. We must be proficient in a variety of skills to even manage our teams. This is a huge challenge when change occurs faster than we can get up our learning curves. To become an indispensable marketer, it is important to choose some things that have a visible impact on the business and that we can master within a reasonable time. I call these Power Processes, and I'll be presenting several over the next few months. To [...]


Moz Analytics Launches Out Of Beta

Today, Moz opened the gates on its new Moz Analytics platform that launched in private beta roughly five months ago when the company rebranded from SEOMoz. Moz Analytics is an expansion of the company's original SEOMoz PRO platform that primarily focused on organic search data. Moz Analytics gives users insights into organic search, social and referral traffic performance.  “We believe that all your data about inbound channels should be aggregated in one place,” wrote CEO Rand Fishkin at the time of the announcement. All current PRO customers and the 80,000 users who requested i [...]


Adobe Analytics Update Aims To Help Marketers Act Faster With Real-Time Visualizations And More

adobe-logo-180px Today, Adobe released a fall update for Adobe Analytics, part of the Adobe Marketing Cloud, with features designed to help marketers more easily identify, communicate and take action on data patterns in real-time. The Adobe Analytics update includes new predictive analytics capabilities and anomaly detection, real-time reporting and data visualizations, as well as additional video and mobile app analytics tools. "The focus this year has been on how to help marketers put data to work, " explained Bill Ingram, vice president of Adobe Analytics and Adobe Social, in a phone call last week. [...]


How To Update An Entire Dashboard In Excel With One Radio Button [VIDEO]

How to create an interactive dashboard in Excel I've been writing a series on how to create dashboards in Excel that started with this post on Search Engine Land and carried over to Marketing Land. Now, I'm going to show you a trick that will give you the ability to control an entire dashboard with one menu -- in this example, a radio button menu. In the sample file I'm including, I've put months in the menu at the top of the dashboard, but you could put anything in there to segment your charts and tables: countries marketing channels departments in a company sales staff traffic source affiliates etc. Just as I mention [...]


Lies, Damned Lies & Email Best Practices

personalized emails It isn't often that one challenges best practices. They are called best practices because they are apparently the best. In 2008, Return Path conducted a subscriber experience study to see which businesses were following the best practices at the time, like personalizing messages and honoring unsubscribe requests within a reasonable timeframe. Flash forward five years, and we looked at the same businesses to spot any trends with best practices. Thanks to competitive email intelligence, we were able to go one step further and see which best practices should actually be considered "best" anymo [...]


The Artist Formerly Known As The Marketing Funnel

5 Stages of the Buyer's Journey The Egyptians had the pyramid. The Greeks had the circle. Prince had his funky love symbol. And marketers? Well, we have the funnel. [caption id="attachment_61068" align="alignright" width="300"] Stock image used with permission of Shutterstock.[/caption] The marketing funnel is probably the most iconic shape in marketing analytics. A big bucket of prospects are poured into the top of the funnel. It narrows on the way down, as prospects bail or choose competitors. And then, at the very bottom -- plop! -- out pops a subset of those prospects as customers. It looks like (and acts like) [...]


Google Changes Menu Options, Adds New Reports In Google Analytics

google-analytics-featured Next time you check Google Analytics, you may see a new navigation menu and have a hard time finding some of your favorite reports. There's been no announcement that we're aware of, but the main menu that several members of our editorial team are seeing in their Google Analytics accounts are quite different. Under the "Standard Reports" heading, we're seeing these primary sections today: Real-Time Audience Acquisition Behavior Conversions I bolded the new options, which previously said "Traffic Sources" and "Content." Added: As a couple commenters have pointed out, Google [...]


The Future Of Online Analytics: New AdWords Estimated Cross-Device Conversions

google-adwords-square-logo A couple of months after the paid search world had to transition to AdWords Enhanced Campaigns in the name of simplified and more relevant cross-device ad management, we are finally getting some initial food for thought with regard to cross-device performance. I was calling it the "next frontier for online marketers" in a previous post, and we are now officially getting there! A New "Estimated Total Conversion" Column Is Rolling Out In AdWords, a new column called "Est. total conv." was made available for some beta accounts recently. However, this column doesn't seem to be available at the k [...]


Q3 2013 Roundup: Analyzing IOS 7 And The Evolving Mobile Landscape

iPhone5s-iOS7 A recent study published by Chitika Insights found that nearly 32% of North American iOS-based Web Traffic was generated by iOS 7 users just 48 hours following the release of the new OS on Wednesday, September 18. In a subsequent update published on September 25, data showed the iOS 7 adoption rate reaching more than 50% in North America a week after its release. When compared with the adoption rate of Jelly Bean 4.3 in the same time period, the rapid rate of adoption for iOS 7 seems all the more impressive. By most measures, iOS 7 was the fastest software upgrade in history. The success [...]


Rethinking The Lowly Thank You Page

hubspot-thank-you Let's face it, the Landing Page gets all the attention these days. Every marketing blog (including my own) has an opinion on the best landing page and what to do to convert every visitor with its brilliant magnificence. Don't get me wrong, the landing page deserves the huge amount of attention it gets. But if all you're doing is giving visitors a confirmation message when they click Submit, you're missing a big opportunity to engage with your visitors. Can You Convert A Visitor Twice? When you visit most commercial websites, you'll find whitepapers, demos, eBooks, webinars and events -- ty [...]


Using Indices For Digital Analytics: Opportunities And Pitfalls

Print It seems as though indices are everywhere these days as the entry-level insight tool of choice for digital analytics. It's Marketing Analytics 101. But there is still some debate as to what an index is - and often, indices can be misused. But because each individual index can be used by marketers to help understand the effect of particular attributes (for example, age or gender) on a consumer’s propensity to convert, it can be one of the most actionable, effective tools at an analysts’ disposal. So how do you use them? In the context of digital media analytics, an index is the ratio of [...]


Twitter Quietly Adds Website Analytics (& You’ll Love It)

twitter-data-analytics-featured Did you know you can see how your website is performing on Twitter? You can see all the tweets that link to your website, whether or not they include your @username. You can see tweets that link to any specific page on your website. You can see how often Twitter users click on links to your website, or to any specific page. It's true. And it's all right there in Twitter Analytics, quietly added sometime in the past couple months. Back in June, when we covered the Twitter Analytics public launch, the "Analytics" dropdown had two options -- Timeline activity and Followers. Both of tho [...]


Remarketing For Search: Approaching The Promise Of Digital Marketing

Day Parts help to identify when ads are most effectively served. Good fishermen know where the fish are… so why is it that good marketers don't always know where the best consumers are? Despite massive advancements in targeting, tracking and user insights, John Wannamaker's adage -- "Half the money I spend on advertising is wasted; the trouble is I don't know which half" -- may still be true. Even in the hyper-targeted and over-analyzed online marketing space, there are still many unknowns, but there's light at the end of the tunnel -- and it's bright! The best advertising is relevant, in the moment, and served to an individual who has interest in a [...]


No Data For You: SEO Experts Offer Opinions On Google’s Move To Withhold Even More Search Term Data

google-privacy-200 Google quietly confirmed earlier this week that it would be encrypting all search data, regardless of whether a user was signed in or not. The company offered the following statement to clarify their sudden decision to withhold the data: We added SSL encryption for our signed-in search users in 2011, as well as searches from the Chrome omnibox earlier this year. We're now working to bring this extra protection to more users who are not signed in. Marketing Land's Danny Sullivan wrote about Google's move to encrypt all non-paid searches, explaining, "The change makes it very likely that in th [...]


The Digital Marketing Analysis Tree: Understanding Root Causes

dmtree_ps I recently read an excellent article in the Harvard Business Review about how data-driven individuals think and act. Some of the key traits described in the article apply not only to researchers, but to anyone involved in analysis and decision making. According to the author, data-driven individuals: Make decisions at the lowest possible level Bring as much diverse data to any situation as they possibly can How do these traits translate for the digital marketer, and how we should think about performance management of campaigns? The Data-Driven Marketer The traits, when applied to [...]


Content Marketing: 3 Tips To Beat The Volume Game

man_in_hamster_wheel When a competitor clearly dominates -- whether it's because of their size, speed or cunning -- it's futile to try and beat them at their own game. Instead, you need to consider other ways to gain advantage. And that's exactly what some brands should do to beat the content marketing volume game. A Content Deluge 100 hours of video content are uploaded to YouTube every minute. Each day, 55 million photos are added to Instagram. And as you can see in the screenshot below, apparently, there are nearly 43 million ways to make chicken soup. In other words, content is being produced at a rat [...]


AdStage Aims To Bring Cross-Channel Ad Management To SMBs, Launches Partnership With ReTargeter, Unbounce And Others

AdStage Logo Kenshoo, Marin and Adobe: watch out, AdStage has you in its sights. Today at Advertising Week in New York, AdStage announced new efforts to loosen enterprise's grip on ad tech and give SMBs equal access to the benefits of an ad management platform. “We were frustrated by enterprise ad tools that locked out the bulk of advertisers with $100,000 monthly ad spend minimums, resource-intensive onboarding, and restricted access by forcing you to demo with salespeople to get started” says Sahil Jain, CEO and co-founder of AdStage, in the launch announcement. AdStage first launched its self [...]


Here Comes “100% Not Provided,” As Google Begins Encrypting All Non-Paid Searches

google-privacy-200 Ever since Google began encrypting searches for signed-in users two years ago, publishers have wondered if when we'd get to a "100% Not Provided" world, where all search terms are withheld by Google. It looks like that day may soon arrive, thanks to a new change at Google. Google has confirmed that it has begun work to encrypted all searches, even for those who aren't logged into Google. Our story on our sister-site Search Engine Land has more about this: Post-PRISM, Google Confirms Quietly Moving To Make All Searches Secure, Except For Ad Clicks The change makes it very likely that [...]


Are Your Local PPC Ads Really “Local”?

local-maps-featured Paid Advertising Platforms are growing exponentially on what seems like a weekly basis. What once was Keywords + Ad + Bid = Money has now become a full-time job. Bid adjustments, rules, remarketing, extensions, day-parting, local or geographic targeting, modified broad match, and more -- the vocabulary alone is a struggle for small business owners who do their own marketing. As I review and overhaul paid advertising campaigns for new clients, I've noticed that there are numerous misunderstandings surrounding local paid search advertising in Google and Bing. Targeting with location exte [...]


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