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 Create Interactive Charts In Excel

final interactive chart in Excel Continuing with my dashboard series that began on Search Engine Land and continued over to Marketing Land when the entire analytics column migrated to Marketing Land, this post is going to talk interactive charts. When you're creating a dashboard, real estate is minimal, so you find ways to consolidate your data and allow the dashboard user to manipulate a single chart different ways. Excel offers a panoply of interactive controls that make this possible. I'll be the first to admit that working with interactive controls were really intimidating to me when I first started. They seemed to hav [...]


My Date With Big Data

2014 happy new year I recently closed the doors on my company, a social media analytics start-up. As soon as I dispose of my house, cars, and other major worldly possessions, I'm heading out for some extensive travel to far-away places (a mid-life gap year, if you will). [caption id="attachment_58053" align="alignright" width="300"] Image via shutterstock[/caption] And on the threshold of these major changes, I can't help but wonder: what will the analytics world -- especially "big data" -- look like in a year from now? Big Data (a phrase used to describe datasets that are so large they become awkward to [...]


Google Adds AdSense Revenue As A Testing Objective In Content Experiments

Google AdSense Logo Google announced today the addition of AdSense Revenue as an experiment objective in Content Experiments. The addition allows AdSense publishers to run A/B tests on Google Analytics Content Experiments Platform that focus specifically on increasing AdSense revenue. Publishers must link their Google Analytics accounts to AdSense accounts in order to use Content Experiments. Once the accounts are linked and the test is set with AdSense Revenue as the objective, the algorithm will split traffic across the experimental variations "to achieve maximum revenue in the shortest amount of time." G [...]


The Hidden Secrets To Improving Attribution Models

[caption id="attachment_58318" align="alignright" width="300"] Image via Shutterstock[/caption] Attribution is one of the most heavily discussed and debated topics among digital marketers. Interestingly, a recent study conducted by eConsultancy found that only 54 percent of companies are yet using any form of marketing attribution. The reasons for this vary, and they range from staffing to cost to time. Add to that the complexities of attribution, which have multiplied with the growing number of customer touch points. Today's customer journey now spans multiple devices and marketing cha [...]


Call-Through Rate: Key Mobile Ad Performance Metric

applenotorange With as many as 60 percent of all mobile local searches leading to consumer action within the day (depending on the category), mobile consumers are ready to connect with businesses. While calls are a de facto consumer response for smartphones (it is, after all, a phone), only a small number of mobile marketers are tracking the calls generated by their mobile campaigns. There has been a lot of talk about looking beyond the click for a more holistic view of mobile ROI. Action-based secondary metrics like map views, direction lookups and reservation bookings help confirm which mobile ad channe [...]


Digital Marketing: The Past, Present & Future

Marketing Strategies In recent years, marketing has changed dramatically. Back in the old days, one annual planning meeting to create a go-to-market strategy, marketing plan and budget used to be sufficient. Today, marketers adjust course frequently and modify plans according to real-time customer insights, new media, emerging channels and technology. Unfortunately, even the most nimble marketers today are unable to keep pace with this ever changing marketing environment, citing lack of resources, skills and outdated technology as the main factors. Although marketing technology may not be the only solution, why [...]


4 Must-Know Facts On Product Listing Ad Mechanics

Google Shopping Google's Product Listing Ads (PLAs) have rapidly gained market share since being introduced last year, and PLAs are now well established as an integral part of retail marketers' pay-per-click (PPC) strategies. This rapid growth has been fueled in part by the improved performance of PLAs over traditional text ads. However, the increased spend has also resulted in competitive inflation, where CPCs for PLAs now match or exceed that of text ads. Despite their growing importance as a marketing channel, PLAs remain frustratingly opaque when compared to traditional, paid-search text ads. Part o [...]


Page Speed Matters! Why You Need to Improve Yours Today

Pizza! My three-year-old daughter loves it -- which is why the delivery guy knows exactly where our house is. But… if it takes too long to arrive, she'll quickly move on to something else more readily accessible. Speed clearly plays an important role in her user experience -- much as it does for the digital user experience. Why Page Speed Matters Given my e-commerce and conversion background, I have always been obsessed with the usability aspect of digital. I see user experience as Job #1. After all, what's the point of achieving top search rankings if you don't provide a great user experi [...]


5 Ways To Turn Number Vomit Reporting Into Valuable Business Action

Sample Report Number vomit. Ugh. It wastes more of my time than anything else during the work week. (With the recent exception of Candy Crush. I mean, are you kidding me with that game?) It appears in many different forms: weekly search reporting, dashboards created to make C-level folks feel like they know what is going on, even in those five-year business projections the Board of Directors seemingly has you do every month. It comes in Excel sheets, PowerPoints, and even PDFs if you can believe. Sometimes, it's called a "search report" and other times, it's a "business update." But, no matter what fo [...]


How To Get The Most Out Of Your Customer Analytics

Big Data We marketers love our data. What surprises me is the percentage of us ignoring one of the most valuable data sources we have available to us -- our customers. Too often, we mistake our site visitors for our customers. While site behavior is important, it's not all our customers have to tell us. [caption id="attachment_55560" align="alignright" width="300"] Image via shutterstock[/caption] The rise of Customer Analytics comes out of a need for more information. Marketers need more than site behavior and conversions to steer them in the right direction. As is the case with most analytics e [...]


Google Analytics Email Marketing Dashboard For Beginners

google-analytics-featured I received an email from an online retailer today that was a hot mess. It had no text, only one gigantic image, and the image had no alt text or anything to indicate what the email was about before I consented to loading the image. Fail -- major fail. With the sophisticated software and programs available today for email marketing, the state of emails I receive from huge corporations blows me away. Historically, email marketing has been an afterthought. There are those that do it well. Really well. But it seems to me that a majority of email marketing is this last-minute, "crap I forgot [...]


Quantcast Adds First-Party Cookie Tracking To Capture Cross-Platform And Mobile Traffic

Quantcast In a significant step to capture more mobile and cross-platform traffic, Quantcast announced today that they are using both first-party and third-party cookies to track online traffic from desktop and mobile devices. Previously the media measurement service that tracks audience behavior for publishers used only third-party cookies for traffic measurement. Many browsers, including Safari on iOS devices (iPhones and iPads) which has 60 percent mobile market share, block third-party cookies. Meaning Quantcast couldn't capture the traffic coming from those sources. Quantcast says most publis [...]


Google Analytics Access Controls Now Fully Launched

Google Analytics icon Good news for everyone that was excited about the news earlier this year that Google Analytics would be introducing new access controls: They're live for all users now. As today's announcement says, this means that Google Analytics users now have "more fine-grained control over access to various parts of their accounts." On a practical level, one immediate benefit is that you can now remove yourself from accounts -- no need to contact old clients, for example, and ask them to revoke your access. Hallelujah! The new access controls are part of the new Google Analytics administratio [...]


The Secret Source Of Power For Future Marketers

IT vs Marketing I was recently asked, "What do you think the landscape for targeted conversion optimization will look like in five years?" A number of things came to mind, including: Automated personalization technologies that essentially eliminate the need for conversion optimization The end of the website due to the rise of apps The end of the website due to the rise of mobile devices The end of the website due to the collapse of civilization These all made for interesting writing. But the one thing that I think will define website optimization in the next five years is the rise of the Marketin [...]


Google Launches Data-Driven Attribution For Google Analytics Premium

google-analytics-icon Today, Google announced it is expanding the attribution modeling capabilities offered in Google Analytics Premium, the paid, enterprise-level version of the ubiquitous web analytics platform. The new feature, named Data-Driven Attribution, is designed to help marketers move beyond last click attribution to better account for and optimize their media spend across all channels. Unlike the current features available in Google Analytics -- Multi-Channel Funnels and the Attribution Comparison Tool -- Data-Driven Attribution allows marketers to analyze the incremental contribution of each touch [...]


Gmail’s Tabbed Inbox: The Good News & The Bad News

gmail inbox tabs Reactions to Google's new tabbed inbox in Gmail are reminiscent of past changes to some of our favorite inboxes. A quick Google search shows dozens of articles on how to survive major inbox overhauls like Google Wave, Gmail Priority Inbox, and Hotmail's Sweep. These changes to the inbox pale in comparison to the threat that mobile devices and social media pose to email marketing -- yet, despite the death threats it's received over the years, email has always triumphed over adversity. So, the question here is: Will Gmail's tabbed inbox pose little threat to email marketing, or is email market [...]


Are You Smarter Than A Supercomputer? It Depends.

Algorithmic Marketing Matrix Who knows what is best for your customers? You or a computer algorithm? That is the question that big data has raised for many marketers. And like all great questions, the answer is, "It depends." I've wrestled with the question for a while, because I appreciate both sides. There's no doubt that tremendous value can be unlocked from all the data that customers emit these days. Digital pheromones that drive marketers wild, if you will. Computers are capable of analyzing such voluminous mountains of data and, if we let them, acting on it within milliseconds. How could we humans ever exp [...]


Tumblr Partners With Simply Measured To Give Brands Enterprise-Level Analytics

In an effort to lure more brands, Yahoo-owned Tumblr has partnered with social analytics provider Simply Measured to bring enterprise-level analytics to the social blogging platform. The partnership gives marketers data "to analyze engagement, benchmark against competitors, and measure performance in-context with other social networks". Marketers haven't been without analytics for Tumblr: the platform itself offers users data though its Activity Pages, and Union Metrics offers analytics options for brands on Tumblr. Part of what sets the Simply Measured partnership apart is that it allows  [...]


How To Use Visitor Engagement Insights To Improve Conversions

Wile E. Coyote One of my favorite tragic characters is Wile E. Coyote. How can someone be so brilliant yet fail to capture the roadrunner? We see him regularly creating some very elaborate, physics-defying devices and traps, yet he is still unable to catch the bird. I think if he had ever paused for a moment and thought about his failures, he would have realized most of his ideas would have worked with just a little tweaking. Unfortunately for him, his constant failure kept me glued to the TV each Saturday morning when I was a kid. I often wonder if the level of interest would have died off if the road [...]


Google’s Quality Score Change: What Marketers Need To Know

image002 Last week, Google announced changes in the way Quality Score is reported in AdWords. As stated in Google's official AdWords blog, the update changes the way each keyword’s 1-10 numeric Quality Score is reported. Quality Score is a metric in paid search that represents the relevancy of an ad with respect to the search query, affecting the rank and cost-per-click (CPC) of ads within the auction. (For more detailed information, there is an excellent article on Search Engine Land giving an overview of the history and mechanics behind Quality Score.) Google states that the recent change onl [...]


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