The implementation of an analytics, testing or targeting tool is a crucial step to a successful website. It allows the analyst to trust the data and take data driven decisions. An accurate Marketing Measurement enables the marketer to allocate budget to the most profitable acquisition channels and to provide the best user experience to both new and returning visitors.
Google's standard reporting covers the main points of interest that most basic-level analytics users are interested in, but advanced users will be much more interested in all of the levels of customization that the new Analytics platform has to offer. This article discusses three such customizations.
This article is a comprehensive account of how Google Analytics samples particularly large amounts of data. Jordan Louis explains the meaning and situations in which sampling is applied as well as how to deal with it.
Chris Goward, Co-Founder & President of WiderFunnel Marketing Optimization, presents tips and cases studies on Conversion Optimization and describes how to get results.
Things are not always as they seem when you start playing around with filters on Google Analytics. In this article, Jordan Louis describes a common issue when creating page based filters and demystifies the situation.
Jack Koch of Electronic Arts describes how his company built an advertiser analytics system which is scalable, cross-platform, and actionable.
Professor Peter Fader (Wharton), Dr. Sharron Silva, and Janet Couperthwaite discuss the process of getting the best data analytics program possible to encourage Red Cross disaster donors to become sustaining donors.
Return On Ad Spend (ROAS) is a commonly used measure to track advertising campaign performance. In this article Rod Jacka provides a definition for ROAS, a few common problems with it, and a solution to measure campaign profit.
The tendency is to measure everything, because we can, but it's crucial to know what you're doing with the data. This leads to the following two questions: What are we ultimately trying to accomplish? What does success look like?
Joe Christopher, Analytics Director and Partner at Blast Advanced Media, speaks on tracking e-commerce on Google Analytics. His talk focuses on the business requirements, tracking recommendations, tracking e-commerce transactions, and powerful e-commerce custom variables.
This presentation shows what is O'Reilly doing when it comes to data, their view of the space, and some suggestions about what to do with it: data shouldn't be a blackbox, nor a magic bullet, but staying curious all the time can help direct your company to its goals. Data is about enlightenment, nirvana, bliss.