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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Up Close @ SMX Advanced: Conversion Rate Rockstars

slide-19-1024 When you get right to it, all online marketing comes down to conversions -- whether you define a conversion as a sale, a click, a whitepaper download or a registration. That was the topic covered in the "Conversion Rate Rockstars" session at SMX Advanced this year, which I'll recap here.   First, let me introduce the players on the stage: Moderator: Ginny Marvin, Contributing Editor, Search Engine Land (@ginnymarvin) Q&A Coordinator: Marty Weintraub, Founder & Evangelist, aimClear (@aimclear) Speaker: Feras Alhlou, Co-Founder/Principal Consultant, E-Nor (@ferasa) Sp [...]


Digital Marketing 201: Explore Segmentation To Drive Growth

segmentation_shutterstock Being able to segment your web visitors, buyers, customers and prospects isn't the first thing that most of us as marketers turn to. We understand the need for it, but it's usually not a big focus. Even when teams do pay attention, it is often only to email lists. Segmentation is something that should be considered from the very start because it will help you better understand your customers and their needs which drives sales. Segmentation That Drives Sales There are many ways to segment your visitors and customers. Every business should have its own unique ways of segmenting, but the [...]


How To Do Attribution Modeling & Budget Allocation

mouse-click-money-shutterstock In my last post, I covered customer lifetime value calculations and how to leverage CLV to identity high- and low-value audience segments. One of the most effective use cases for CLV is around budget allocation. Combining channel attribution modeling and CLV calculations, we can make highly calculated decisions around which channels are over- versus under-performing. Audience modeling is about understanding what distinguishes a high-value user from a normal or low-value user on site. The next logical step is to go back and determine which channels are driving those high value visitor [...]


The Secret Sauce Of Marketing Analytics: The 5W1H Framework

5W1H_shutterstock Today, I am going to reveal my secret sauce for marketing analytics. This simple method is so powerful that anyone can start applying it today to any sort of descriptive analysis, and it will start producing results from day one. What’s better, this method does not require any sort of prior knowledge or skill set such as statistics or database querying: anyone from a new grad to the seasoned veteran can use it to get better results. The catch? It’s hardly a secret; everyone knows how to do it. In fact, you probably learned it back in primary or secondary school. The method I am talking [...]


Wearables, Connected Homes, Mobile & The Future Of Analytics

connected-devices The world around us is changing at speeds never seen before. Mobile devices are collecting countless levels of data through innovative technologies like motion coprocessors, gyrometers, GPS, ambient light sensors, application analytics and more.  Consumers are now connecting their physical bodies to electronic devices such as Fitbit and other health monitors. We are also seeing a huge increase in the number of “smart” homes equipped with connected lighting, air conditioning, all the way to internet-connected refrigerators. All this is on top of the numerous connected devices alread [...]


Data Vs. Creativity: The Content Marketer’s False Choice

personas_shutterstock I was at a conference last week where Adobe VP Marketing Insights & Operations David Welch was asked to sum up the future of marketing in six words. His response: "Creative thrills, but data pays bills." [caption id="attachment_85509" align="aligncenter" width="600"] Data and Creativity Should Work Together[/caption] As a writer, I had to respect his ability to turn a phrase. But I also felt a twinge of remorse. We've all accepted that data can and should be a powerful driver of our marketing activity, but most of us continue to prioritize creativity, as well. Of course, we've come [...]


Rakuten Marketing Acquires Attribution Firm DC Storm

rakuten marketing Today, Rakuten Marketing announced it has acquired UK-based marketing attribution firm DC Storm. DC Storm brings an attribution, measurement and reporting platform and analytics tools to Rakuten's cadre of digital advertising services. Attribution technology is designed to help marketers understand what how particular ad formats and channels contribute to sales. Attribution platforms typically allow marketing teams to change the mix of marketing channels they track without having to rely on developer and IT resources. DC Storm was founded in 2004 "Instead of relying on black box algorithms [...]


Is It The Site, Or Is It The Analytics? Debugging Google Analytics

The Tag Assistant Extension in the Chrome Web Store As I've said in previous columns, marketers can no longer rely on their communication skills alone to get the job done. They must become scientists of a sort, skilled at measuring and reporting on their digital properties. The tools now exist to help us learn so much about our visitors. But, to paraphrase a famous quote, "With great power comes great potential to screw up." The only thing more heartbreaking than a poor converting website is a high-converting website with broken analytics. Are you getting the credit you deserve? Is a bad analytics setup hiding your true performance? I [...]


Origami Logic Launches Enterprise Marketing Intelligence Platform For Cross-Channel Analysis

Origami Logic marketing campaign reporting platform Today, Origami Logic released its new Marketing Intelligence Platform to help enterprises aggregate and analyze their online marketing activities in real time.  The platform is designed to help marketers move away from cumbersome data collection and spreadsheet reporting and to make faster, informed decisions. Opher Kahane, Origami’s founder and CEO said in the announcement, "With our Marketing Intelligence Platform, we make it easy for brand marketers to measure the performance of their activities, no matter where they are being executed. This significantly closes the feedback loop, [...]


Google Analytics New Roll-Up Reports Aggregate Data For Multiple Sites & Apps

google-analytics-600 Google Analytics announced the launch of Roll-Up Reports yesterday, a new reporting tool that aggregates executive-level business data from multiple sites and apps within a single interface. According to the announcement, the new Roll-Up Report's "Executive Dashboard" includes summaries of key data in real-time for users who manage multiple sites, brands or franchises. Beyond summaries of business level data, the new Roll-Up Reports can be used to gain a single view of the customer journey, showing the paths of unique visitors across various sites and apps: "You can see the total unique- [...]


What To Expect And How To Prepare As The U.S. Mobile Landscape Matures

mobile-video-tablet-600 Marketers of late have been inundated with the idea of the proverbial rising tide of mobile. But by mid-2014, this idea, while still certainly still ringing true for many emerging or developing markets, has largely run its course within the U.S. The tide rose, we're standing waist deep, and, as the landscape steadies, the short-term shifts have become less dramatic. To get away from the analogies, both the domestic smartphone and tablet markets have largely reached maturity, and more subtle shifts in computing behavior are now on the horizon. Consider that for U.S. markets, analysts h [...]


3 Steps To Factoring In Upper-Funnel Metrics & Predicting Revenue

Multi-Touch & Multi-Action Conversion Funnel Example If you're an online marketer that wants to improve conversions on your direct-response channel(s), this column will help you to create a multi-touch and multi-action predictive model for your conversion funnel that allows you to make better budget allocation and bid optimization-related decisions. Start by focusing on two issues. First, not only should the end conversion numbers be tied back to all touch points in the funnel, but you also want to be able to track conversions across channels and use the adequate technology to do so. Secondly, one should also use any meaningful upper- [...]


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 [...]


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 [...]


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. [...]


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 [...]


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 [...]


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