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.

Sign Up To Get This Newsletter Via Email:  


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 san [...]


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 [...]


BrightRoll & Ifbyphone Announce Analytics Product Upgrades

analytics-600 Video advertising platform BrightRoll and voice-based automated marketing solution Ifbyphone both announced upgrades to their analytics offerings today. After recently partnering with Moat to deliver third-party viewability metrics, BrightRoll said it has entered into an agreement with comScore and Nielsen to integrate measurement analytics from each company. "For the first time, advertisers will be able to plan, target and optimize campaigns to maximize in-target delivery and validate performance with independent reports," said BrightRoll CEO Tod Sacerdoti. With the new data integration [...]


Google Analytics Combines Web & App Data Into Single Reporting View

google-analytics-600 Google Analytics announced yesterday it is combining web and app data into a single reporting view, as well as merging its Visitor web metric and Active Users app metric  under the same "Users" name. Google Analytics product manager Nick Mihailovski shared the updates on the Google Analytics Google+ page, clarifying how the newly consolidated web and app data reporting view will work: Any data you send to the same property appears in all of the reporting views, regardless how you collected that data. This means if you send data from the web or from a mobile app to one property, both dat [...]


3 Ways To Connect With Your Customer Even When You Don’t Make The Sale

Google Products There are four ways to break into e-commerce: Better service (Zappos) Cheaper prices (flash sales) Proprietary products (Bonobos, BetaBrand, Warby Parker, Revolve Clothing, etc.) New experiences (ShoeDazzle, Rent the Runway) Unless your company embodies at least one of these attributes, it's nearly impossible to succeed as a viable e-commerce company. Your potential customers are already loyal to Amazon (after all, they pay for Prime), so you've got to offer an incentive to compete. So, in an age where the most effective way to get distribution is to source sales to already [...]


A Concise Overview Of Cross-Channel Marketing Models

analytics-600 For several decades, modeling cross-channel marketing impact was synonymous with marketing mix ("top-down") models. However, with the increase in cross-channel tracking and computational power, new breeds of marketing attribution ("bottom-up") and other alternative models have appeared in recent years. [caption id="attachment_74386" align="alignright" width="360"] (Stock image via Shutterstock.com. Used under license.)[/caption] Although these models all seek to quantify the relative impact of different media channels, they are quite different in their approach. And while there are so [...]


You Need More Than Just Google Analytics To Succeed Online

analytics-featured If you want your online business and campaigns to succeed, Google Analytics will not meet all of your measurement needs. That may seem like crazy thinking because GA has a huge array of capabilities. However, there are many areas where we have better tools for understanding visitor behavior such as interaction, user sentiment and impact from change. Without using these tools to gain insight, you will not be as successful as you can be. So, if GA isn't enough, where do we turn for gaining the insights we need into visitor behavior? I wish there was a single tool with everything ne [...]


Google Analytics Rolls Out Beta Diagnostics For Limited Number Of Users

google-analytics-600 Google announced yesterday it is launching beta Analytics Diagnostics, but only giving access to a limited number of users for now. According to the announcement, the new Analytics Diagnostics feature will identify a number of account issues: It inspects your site tagging, account configuration, and reporting data for potential data-quality issues, looking for things like: Missing or malformed Analytics tags  Filters that conflict Looking for the presence of (other) entries in reports Google offered the following image to show how Diagnostics notifications will appear for a [...]


Like Facebook & Twitter, Google Reportedly Teaming With Data Providers To Track In-Store Sales

google-logo Facebook first began partnering with Datalogix to show advertisers how their ads drive offline sales back in 2012. Last year, Twitter introduced its “offline sales impact” tool, developed with Datalogix, to measure the offline sales impact of promoted and organic tweets for consumer packaged goods and automotive advertisers. Now Google is reportedly partnering with the big data providers to track in-store conversions, according to The Wall Street Journal. Google is said to be partnering with several firms including Datalogix and Acxiom to measure the offline impact of Google AdWords ad [...]


VIDEO + SLIDESHOW: How The Data Analyst Will Revolutionize Business Decision Making

Revolutionizing Decision Making: How The Analyst Will Take Over Business With advances in big data, artificial intelligence and increased metric captures of everything we do in the digital world, business analytics will go through a radical transformation in the next few years. Today, analytics practitioners influence business decision makers. In the future, analysts will own business decision making. How will this affect the way marketers approach big data? It's time to think about business analytics in a brand new way. Watch the keynote presentation, Revolutionizing Decision Making: How The Analyst Will Take Over Business by Natalie Kortum, Director of An [...]


Google Analytics Rolling Out New Bulk Linking Feature For Adwords Accounts

google-analytics-featured Google announced today it is launching a new linking process that will allow Adwords account users to link all their accounts at once inside Google Analytics. According to the announcement, the new "linking wizard" will be available for users who have access to an Adwords MCC (client center) with multiple Adwords accounts. From the Google Analytics blogpost announcing the launch: The new account linking wizard allows you to select any of the Adwords accounts in which you have administrative access...Many users want to quickly find unlinked Adwords accounts and link to them, and the new [...]


How Much Should You Spend On Optimization? Calculate Your BUU

shutterstock_157334462-scale-tools-money Analytics platforms. Split testing software. User testing tools. This is starting to sound expensive. And it is. What if it were more expensive not to have these things in your online business? It might very well be. Your business may be one of the many that is hobbled by a “launch and hope” approach to digital marketing. Not every business will benefit from such tools, but yours may. How much will you benefit? How much does it make sense to spend? This is an exercise in budgeting for website optimization. We will show you how to calculate a Basic Upside Unit (BUU) and h [...]


Ad-ID Tracking Now Required For All Digital, TV, Radio Ads With SAG-AFTRA Members

Ad-ID As of March 31, any advertising that features one of the more than 165,000 members of the SAG-AFTRA union must now incorporate Ad-ID, a web based system for tracking commercial performance across all media. The deal covers all commercials produced for television, radio and digital platforms. The universal identifier, developed in 2003 by the American Association of Advertising Agencies (4A's) and the Association of National Advertisers (ANA), tracks where and how many times an ad airs across all platforms. That information then translates into how much a SAG-AFTRA performer is compensated. [...]


Google Moves Universal Analytics Out Of Beta

google-analytics-600 Since first being offered in October of 2012, Google announced today Universal Analytics is now out of beta, making all the features, reports and classic analytics tools -- including remarketing and audience reporting -- available to everyone. According to the announcement: Universal Analytics is the re-imagining of Google Analytics for today’s multi-screen, multi-device world and all the measurement challenges that come with it... Today we’re happy to finally announce: Universal Analytics is out of beta and everyone can use it with the same robust set of features you’re used to wit [...]


Google Rolls Out Analytics Reporting For YouTube TrueView Ads

youtube-logo-200 Google is beefing up the reporting for TrueView video ads in Google Analytics. Advertisers manage YouTube TrueView ads through AdWords for Video. Rolling out over the next few days, the new Video Campaigns report will be found under the AdWords section in the Acquisition menu in Analytics. The report includes TrueView-specific metrics like Paid Views, Cost Per View, and Website Clicks and metric groups such as Engagement, for insights on how users engage with both a video and the corresponding website.  The report can be segmented by Ad Content or Video. In order to measure the indirect [...]


First Touch: In 9 Of 10 Industries Search Tops Lead Generation, Social Shortens Marketing Cycles

Marketing Cycle By First Touch Attribution - Bizible In a new paper, Bizible analyzed data from the more than 480,000 leads that have been tracked through its Salesforce marketing analytics platform to provide insights on how marketers should be thinking about attribution modeling and why the traditional last-click model is broken. When looking at last touch only, Bizible found that search accounted for 41 percent of the leads generated. Yet, when considered by first touch, search, in fact, drove 56 percent of the leads. Furthermore, the combination of search first touch and search last touch was the most productive sequence for lead gener [...]


3 Insightful Ways To Visualize Your Keyword Data

Data Vizu Over the past year, I have come across more and more fancy-looking graphs and charts in the online marketing space. This is most likely because strategists, analysts and executives are getting more savvy in general, but also because there are more and more easy-to-use analytics packages out on the market. Although this is great, this analysis is often times very high-level and informational. It's sometimes hard to understand the bottom line. Whatever analytics package you or your team currently uses, I want to share a couple of ways you can look at your keyword data in SEM. I have [...]


Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!