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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Halloween Webcast: Vanishing Customers? Usability Analysis Can Help

digital marketing depot Trick or Treat! On Thursday, October 31, at 1 PM EDT, Digital Marketing Depot will host a webcast featuring Ginny Marvin of Marketing Land, Elisabeth Osmeloski of Search Engine Land and John Dawes of TeaLeaf Technology, Inc. The topic? How to figure out why customers are leaving your website -- and how to get them back. Creating a positive customer experience isn't just a nice-to-have, it's a revenue-generator. If your customers struggle on your website, they'll take their business elsewhere. The webcast will focus on usability issues and analysis -- how to identify where customers strug [...]


Is Not Provided A Good Thing?

content-marketing-featured It’s been a few weeks since Google rocked our worlds and stripped keyword-level data from the referrer, so it’s time to examine the fallout and see what’s changed in the world of search marketing. Surprisingly, not much. Keywords were beacons of insight – fantastic beacons – but keywords were a double-edged sword leading us to create content that unnecessarily repeated specific terms for an ideal keyword density. Writing for a bot rather than for the user is not optimizing for user experience, so Google did something about it. Google head spam-fighter Matt Cutts said it himself: [...]


Quantifying The Reach-Efficiency Tradeoff In Facebook Advertising

Any marketer that has tried running paid advertising campaigns on Facebook knows it is one of the most complex auction-based ad marketplaces that exist today. Constantly moving targets, rapid ad fatigue, and lack of transparency around the effects of bids and budgets on performance make it difficult to optimize these campaigns. However, sophisticated optimization strategies are impossible without understanding the mechanics of how ads are served on Facebook. To this extent, we examined performance of over 500 Facebook ads over a 3-month period in order to shed some light on how the Facebook [...]


Google To Upgrade All To Universal Analytics, But There’s A D-I-Y Upgrade Tool Coming First

google-analytics-icon-250px If you've been jonesing to upgrade from regular, old boring Google Analytics to the shiny, new Universal Analytics, Google has announced a new, two-step upgrade. The upgrade involves a new tool that will be available "in the coming weeks" in the admin section of all Google Analytics accounts. The screenshot below shows what it'll look like. Clicking the blue "Transfer" button starts a 24-48 hour process. When that's over, upgrading the tracking code on your website(s) completes the transfer and opens the website to all of the features of Universal Analytics. Upgrade ... Or Google [...]


The Future Of SEO Reporting: A Call To The Industry

Follow Hashtags and Keywords Want to measure organic traffic? Just take the number of Google Webmaster Tools clicks, average out the CTR by position across all of them, then take the broad match volume of all those terms (because that’s the only volume Google will give you), and then take your position and divide it by CTR and volume. And viola! There’s your traffic by keyword. Sound kinda crazy? It is. But it doesn’t have to be that way. A Growing Darkness If the above “crazy math” sounds a bit familiar, you aren’t alone. Many digital marketers are using similar methods as an SEO reporting solution now t [...]


Indoor Location Companies Announce Consumer Privacy Rules

online privacy Most major US retailers are employing or testing some form of location-based, indoor analytics. Using WiFi and in some cases other technologies, such as closed-circuit cameras or bluetooth beacons, retailers can now tell when and where shoppers went in their stores. There's a ton of valuable information that has never been available before: where consumers spent time in stores and for how long, their paths through the store, whether a display impacted purchases, the relationship between staffing levels and purchase activity and so on. These insights are possible because a critical mass o [...]


Russian Search Engine Yandex Launches Free Analytics Tool To Track Metrics For Its 25 Apps

Yandex Russian search engine Yandex announced today a new mobile app analytics tool, Yandex Metrica for Apps. According to the announcement, the analytics solution is a free tool available to mobile developers worldwide, allowing them to create personalized app-audience profiles and usage reports. Russia's largest search engine confirmed its new mobile app analytics solution was built to work on Android, iOS and Windows Phone platforms. With 25 different apps "enjoyed by millions" on various mobile devices, Yandex says: The main reason why we made an app stats tool from scratch, instead of using [...]


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 [...]


New Mobile App From SumAll Lets Users See 30+ Data Sources From A Single Screen

sumall_logo SumAll, an analytics solutions provider that integrates multiple sources of marketing data viewable on a single screen, has released an iOS and Android application and optimized its analytics platform for mobile devices. SumAll says its solution integrates analytics from more than 30 social media, payment and digital marketing platforms, into one chart. With its latest release, SumAll users can now access SumAll's analytics platform on a mobile device by downloading the SumAll app from iTunes or the Google Play Store. "We designed an app we're proud of to give users full visibility i [...]


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 [...]


Mobile And The Rise Of “Real World Analytics”

Google indoor maps The new reality of multi-screen conversions compounds the already difficult challenges of accurate attribution and ROI calculation. That's on top of the persistent but largely ignored fact that most internet-influenced consumer spending happens offline. Digital marketers have mostly avoided trying to account for offline conversions in the past because they've been so hard to track on a per-campaign basis. Yet e-commerce is still only about 6 percent of overall US retail (billions vs. trillions). By contrast online-to-offline spending is at least 10x the value of e-commerce. Now, the awar [...]


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 [...]


Google Analytics Announces Updated Reports, More API Tools & New Analytics Academy At Annual Summit

Google Analytics A number of announcements were made at the Google Analytics Summit this week, including updated reports, more API tools, the integration of BigQuery into Google Analytics Premium and new educational initiatives. According to Google Analytics, users will have access to user segmentation, cohort analysis, sequence segments, and segment templates by the end of this year (a majority of users have access now). Google Analytics is also releasing a "fully refreshed" UI. The company offered a "sneak preview" of the new Google Analytics Acquisition reports that provide insight on, "How you acqui [...]


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 [...]


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