Everything you need to know about digital marketing analytics. Browse our most recent news stories about marketing analytics platforms and data trends, learn from our expert columnists sharing analytics tools, tips and tactics to measure online performance across multiple channels. Refer to our library of How To Guides for marketers utilizing multiple forms of digital content to reach consumers online.

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5 Reasons To Migrate To Universal Analytics Sooner Rather Than Later

Universal Analytics custom dimensions "Universal Analytics is the new operating standard for Google Analytics. All accounts will soon be required to use Universal Analytics." --  Google Is the fear, uncertainty and doubt setting in yet? Well, no reason to panic quite yet, but before you have to switch, let's talk about why you want to switch sooner rather than later. Universal Analytics (UA) is still in beta for now, but at Cardinal Path we’re lucky to have been working with UA as a Google Analytics Certified Partner since its very early stages. And we can tell you it's come a long way; in all but a handful of cases i [...]


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 [...]


You Can Love Your Marketing Data, Just Don’t Fall Under Its Spell

I Love Data I admit it: I have a conflicted relationship with data. On the plus side, I believe that data is one of the three biggest benefits that the digitization of the world has given us marketers. (The other two are malleability, the ability to easily change, experiment with and personalize the digital canvas, and intimacy, more direct interactions with customers.) I believe that good, data-driven decision-making can compensate for many of our irrational mental biases and lead us to better outcomes. And, I believe that every modern marketer should become adept at using data properly. If you' [...]


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 [...]


Google Analytics Now Showing Up On Google+ Page Dashboard

google-analytics-600 According to a Google+ post from Daniel Waisberg, Google+ Page dashboards now include Google Analytics monthly metrics. "If your page is linked to a website that has Google Analytics you can now view your monthly metrics (and comparison to last month) from your Google+ dashboard," claims Waisberg. Waisberg, an analytics advocate at Google, included a screen shot in his post showing how the Google Analytics metrics are displayed, listing new visits, unique visitors and pageviews. Along with his screenshot, Waisberg added the following information from the card's tool tip: This card shows [...]


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 [...]


Google Analytics Updates Remarketing UI & Builds Out List Import Options

google-analytics-icon-250px Catching up with its segmentation updates from last year, Google Analytics announced today a refresh to its Remarketing UI and new Remarketing list import options. Along with the new UI, users can create Remarketing lists based on origin, demographics and behavior. The Remarketing list builder now allows users to import existing segments, including custom segments previously created or segments imported from the solutions gallery. According to the announcement, the new features will be rolling out over the next two weeks. For anyone wanting to take advantage of the new updates [...]


The Kaleidoscopic Marketing Technology Landscape

marketing_technology_jan2014 Marketing is thriving. Budgets are growing. Responsibilities are growing. Influence in the C-suite is growing. And the marketing technology landscape -- an amazing array of software products that are built to empower the modern marketer -- is growing, too. [caption id="attachment_71162" align="aligncenter" width="600"] Click to enlarge[/caption] You can click on the above graphic to zoom in on a higher resolution version of that growing landscape. You'll know the image has rendered properly on your screen if your reflexive reaction is a colorful expletive. With nearly 1,000 differe [...]


6 Analytics Tips To Predict Your Online Marketing Revenue In 2014

Crystal Ball Though 2014 has just started and most budgets have been allocated to individual acquisition channels, it is not too late to analyze how to best utilize those budgets over time. In order to do so, one should not confuse short-term goals with long-term goals, since the long-term ROAS will eventually tend to be greater than you are currently seeing. Below are six items online marketers should factor in when defining their short-term goals based on predicted long-term returns… without the help of a crystal ball! 1. Measure The Average Time Lag From Impression To Conversion This lag indi [...]


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 [...]


Take Control Of Your Visitors’ Eyes

30-120-Radiosity3000-Roof Learn how to use images and copy to control your visitors' attention. Websites are an important part of most businesses these days. They are essential to communication, providing cognitive clues to the authority of the business and providing sustaining methods of completing transactions that correspond directly to the bottom line of the companies that use them. The myriad opportunities to maximize this ROI are often wasted, however. Research by usability expert Jakob Nielsen found that fifty-two percent of screen space was completely wasted in 2013, more than in 2001. Some designers espou [...]


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 [...]


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