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).

Is Your Site Foreign To Visitors? How To Present A Tourist-Friendly Experience

Like visitors to a foreign city, your Web visitors are looking for something familiar. You're being tested. Right now. You're being probed and compared and measured and documented. Would you like to know your results? [caption id="attachment_58698" align="alignright" width="300"] Like visitors to a foreign city, your Web visitors are looking for something familiar.[/caption] Having spent the past week in two foreign (to me, at least) cities -- Frankfurt and Stockholm -- I've tackled the challenges they presented with a mix of science and creative abandon. I've been finding my way through these marvelous cities alone, most of the time. I needed very much the same sorts o [...]


Adobe Adds Dynamic Tag Managment To Adobe Marketing Cloud

adobe-logo-180px In July, Adobe acquired tag management technology Satellite. Today, the company announced the integration of that capability into its marketing hub Adobe Marketing Cloud, which already includes such as Analytics, Target, Media Optimizer, Experience Manager and Social. Like other tag management solutions, the Satellite technology consolidates tracking code for various analytics, advertising and marketing services. With a tag management just one piece of code can be placed on the site, speeding up loading times. The other added benefit of tag management is it simplifies the entire implementat [...]


B2B Marketing Platform Bizo Launches “Full-Funnel Analytics” For Display Advertising

bizo-logo B2B marketing platform, Bizo, has launched Bizo Full-Funnel Analytics, new attribution reporting in the Bizo Marketing Platform, to help marketers track and measure the impact of their display advertising campaigns. According to the company, the Bizo platform includes proprietary data on more than 85 percent of the US business population and 120 million professionals worldwide. Bizo Full-Funnel Analytics harnesses that data to identify the business demographic profile of website visitors, their exposure to Bizo display advertising and how that exposure changes their purchase behavior. Ru [...]


Google Analytics To Cease IE8 Compatibility By End Of 2013

Google Analytics Google Analytics announced today that it will not be compatible with Microsoft Internet Explorer 8 by the end of this year. According to the announcement the company is, "Deprecating official compatibility of Google Analytics with Microsoft Internet Explorer 8 (IE8) at the end of 2013." Google says it wants to focus its energy on new product features, and help drive adoption of web technologies that are, "in the design of Google Analytics product." While users will still be able to measure site traffic from IE8 browsers, Google Analytics will only support the latest versions of Chrome, F [...]


IBM Launches Digital Marketing Network, Offers Single Tag Integration With 100+ Vendor Partners

IBM Digital Marketing Network IBM has launched the cloud-based IBM Digital Marketing Network to give clients easy integration between more than 100 ad tech vendors. The network allows organizations to share analytics data with their other advertising and marketing solutions to inform media buys based on individual buyer behaviors in real-time. The network harnesses Digital Data Exchange, IBM's tag management solution, that enables marketers to use a single tag to relay information to all partner platforms. The single tag simplifies implementation and eliminates the weight of having multiple tags for each solution. C [...]


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 [...]


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