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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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 [...]


9 Questions To Ask When Reading A Digital Marketing Case Study

case study The digital marketing landscape is moving faster than ever before, with dozens of new tools, platforms, and advertising media coming into existence every year. When making a decision to adopt one tool over another or making an entrance into a new market, the case study oftentimes becomes an important factor in whether the trigger is pulled. While a proven tool or medium is certainly less risky to adopt compared to one that is completely unproven, it's worth remembering that case studies are generally crafted to make the object look as good as possible. The results presented may be distortio [...]


Top Columns On Marketing Land In 2013

ml-2013-year-featured What were the hottest subjects for discussion and exploration among digital marketers in 2013? Looking back at the year in contributed columns, we'd deduce that mobile marketing, changes at Google, LinkedIn developments, and programmatic media buying were top of mind. On Marketing Land, we published columns contributed by practitioners in a variety of disciplines: Email Marketing, Analytics & Marketing, Content Marketing, Social Media Marketing, Mobile Marketing, Display Advertising, Marketing Strategies and Search Marketing. Here's how the pageview counts stacked up for the various [...]


2013 In Analytics & Marketing: Our 10 Most Popular Columns

ml-2013-analytics-featured From Annie Cushing's series on how to get the most from Excel to Nan Dawkins' musings on Google's Universal Analytics and Social Media measurement, it's been a busy year in Analytics here at Marketing Land. The Analytics & Marketing column got a big boost this year, as we brought over some of the columnists covering Analytics-related topics from Search Engine Land, opening up the opportunity for them to write beyond search marketing. Like the rest of our expert contributors, they did a fantastic job at illuminating new technologies this year, as well as laying down the basic princip [...]


Monetizing Your Website’s Real Fans & The “Bandwagon”

CTR New User vs Returning (1) In the New England area, Red Sox fever came to a head once again with the October World Series victory this year, and it was clear that many of the fans celebrating were of the "bandwagon" variety. Winning championships turns sporting events into cultural events; non-fans into casual fans; and casual fans into actual fans. Most marketing is targeted toward new fans, and why not? Real fans tuned in when the team was bad. They own jerseys of players that are long gone. They jump at any chance to see a live game. If you view your website like a championship team, there's a need to recognize th [...]


‘Twas The Week Before Christmas [The Digital Marketing Version]

shutterstock_162542435-stockings 'Twas the week before Christmas, and all through the marketing team, Every person was busy, a few ready to scream. The landing pages were published to the website with care, In hopes that buyers soon would be there. The analysts had their noses to their computer screens, While visions of high conversion ratios danced in their dreams. Our VP and me had our Salesforce dashboards in view; I think he wanted to leave, and, to be honest, I did too. When out of the server room there arose such a clatter, I raced to my cube to see what was the matter. Opening new windows, I typed with a flas [...]


New “Content Grouping” In Google Analytics Lets You Group And Compare Content And Product Type Performance

google-analytics-featured Today, Google announced the launch of a new feature called Content Grouping to help users analyze performance of product and content categories. If you've been using Advanced Segments to aggregate products or types of content, Google says Content Grouping will be an easier and more helpful way to look at aggregated aggregated data. A couple of things to note: Content Grouping supports page grouping in three ways: through tracking code, a UI-based rules editor, and/or UI-based extraction rules. Once implemented, Content Groupings become a dimension of the content reports.  Users can [...]


Analytics: A Beginner’s Guide To Data Visualization

TREEMAP2 Lately, I have been writing about taking a closer look at your marketing data, and my last piece discussed the design of meaningful dashboards for Google Webmaster tools. I received an overwhelming amount of emails, tweets, and comments asking me about the dashboard tools I used in it. Today, I've created a beginner's guide to data visualization to help you get started with your first dashboard. The Benefits Of Data Visualization Tools There are many data visualization tools (DVT) in the marketplace that can help you create interactive dashboards. Of course, each has its pros and cons, so [...]


Google Analytics Day & Hour Metrics Provide Valuable Insights

google-analytics-featured Recent work has led me down the path to finding out when traffic is hitting a website, and tying that traffic to the customer service my small business clients are providing. As I've been slicing and dicing date and time data, I've found some valuable pieces of information that are applicable across quite a few clients and business niches. That, in turn, gave me a perfect topic for Search & Analytics this week! Lucky you! First, know that date and time information is not the easiest to find. Like with many valuable pieces of data, digging into analytics to find actionable info is not al [...]


An Expensive E-Commerce Game: Product Page Roulette

image_thumb41 Like so many online shoppers, we sometimes have trouble making buying decisions here at Conversion Sciences. However, most online shoppers don't have access to the special tools we have here in the lab. This is a story about how we used our optimization tools to tell us which website we should buy from. There are some important lessons here for you if you work on an e-commerce site. Roulette is a game of chance. Your product pages shouldn't be a game of chance. Product Page Roulette is a geeky game we invented to tell us which sites are gambling and which are changing the odds by testing [...]


Marketing Technologists Are The Secret Weapon Of Conversion Optimization

Marketing Savvy vs. Tech Savvy I've been working in the conversion optimization space for over seven years. (My company offers a software platform for creating and testing app-like, conversion-oriented landing pages and microsites.) While I am continually amazed by the innovative tactical ideas that people working in conversion optimization invent, regular readers of my column may note that I tend not to talk about them here. Instead, I gravitate toward broader concepts, such as agile marketing and developing a culture of testing (or both). Why? Because over the past seven years, with the benefit of seeing hundreds [...]


Behavior Flow: Better Insights, Better Marketing

google-analytics-icon-250px While there are thousands of different pieces of data available in Google Analytics, unfortunately there aren't thousands of hours in each month for us to slice and dice this data into something useful. Our time limits mean actionable data need to be right at our fingertips -- not always easy with a program that grows more robust as time passes. So how do we solve the problems we face? Is traffic not engaging with your website? Are particular channels not impressed with what you're offering? Do you even know how to tell if those channels are performing well? Help is here! Behavior Flow was a [...]


Identifying Customer Lifetime Value Trends In AdWords

CLV While search marketers can easily track the number of conversions they're getting through AdWords, it usually takes more time and effort to delve into the customer lifetime value (CLV) numbers, i.e., a prediction of the net profit attributed to the entire future relationship with a customer. In this post, I'll touch on a basic way to look at those CLV numbers in AdWords for those conversions you are currently monitoring: number of purchases, newsletters sign-ups, downloads, or any other proxy metrics. The Cookie Window Issue First of all, you need to figure what cookie window is currently [...]


Your Homepage Is THE Landing Page

zendesk Your homepage is probably the most visited page on your website -- in fact, for the majority of websites, it typically receives more than 50% of all visitor traffic. In light of that, shouldn't it be converting more visitors? You may want to start thinking of your homepage more like a landing page that is uniquely designed to convince visitors that you can meet their needs or solve their problems. If your homepage isn't driving visitors to take some type of an action -- especially if it has a high bounce rate -- then it can be improved to drive more sales. Convert Like You Mean It: Goals [...]


Using Proxy Metrics As KPIs? Learn The Myths & Limitations

funnel There are various marketing channels today, some more suited for building awareness and brand equity while others are better for direct response. However, the reason marketers invest in any given marketing channel is the belief that it will eventually lead to revenue gains, whether in the short or long term. In an ideal world, we would be able to assess the exact revenue impact of each marketing campaign regardless of channel; but, we know this to be difficult in reality. However, marketing has become increasingly quantified in the past decade, with digitization allowing for attribution of [...]


How To Design Analytics Dashboards From Google Webmaster Tools Data

google-analytics-icon-250px SEO Chaos! That was my topic last month. Ever since Google blacked out keyword-level data, people have been scrambling to substitute or replace it. Not surprisingly, I received a lot of emails about that article, asking how to use Google Webmaster Tools (WMT) data as a replacement source. The general answer is that you can't use WMT data as a true replacement data source. That's because Google Webmaster Tools does not collect any information about user engagement on your site. Instead, it collects user behavior on the search results page. However, you can use your WMT data as a proxy. (H [...]


Marketing Power Processes: Tracking Email To The Dollars

mobile-email-featured This is another article in a series I'm calling "Power Processes." Power Processes not only make marketers better, they demonstrate their contribution to the bottom line visibly and measurably . Ignore Open Rates & Click-Through Rates If there is one theme in our Power Process series it is this: Measure results to the dollars. Open rates and click-through rates don't give you the true performance of your emails. They also don't let your team take credit for keeping the accountants busy. We recently did an analysis of one of our e-commerce client's email campaigns. They had been tes [...]


Comprehensive Guide To Creating Branded Templates In Excel

Webmaster Developer Tools color picker Wrapping up my series on dashboards, I want to address an issue I see in just about every spreadsheet I've seen in my career as a marketer: using Excel's (hideous) default formatting for visualizations. You've seen them … the blue and red charts are particularly unforgivable. Worst of all, sticking with Excel's default formatted table and pivot table styles can also be discordant, especially if you are a brand with your own panoply of branded colors. So, let's see if we can remedy that with this post and make the digital world more beautiful. Customizing Chart Formats If you haven't [...]


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