Marketing Measurement is fundamental to any company operating on the internet. Having an accurate and comprehensive Web Analytics tool helps the marketer to understand important insights such as campaign success, customer value and profitability per market segment.
If analytics is how an organization arrives at an optimal and realistic decision through analysis and data; then, analysis is the process of breaking something complex into smaller parts so we can understand how it works - and optimize it.
Accepted business practice dictates that website performance is measured in some way, usually through Digital Analytics data. But the metrics commonly used are essentially vanity metrics, not actionable insights. Using the techniques described in this article you will be able to analyse your data as Amazon does - using value as a KPI.
When you think about redesigning a website, you need to have a plan. To come up with a plan, you need to know what's going on. Web Analytics is an invaluable tool to help you decide what to do with your website, and to do it better. Learn how to redesign your website using a data-driven approach.
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.
Andrew Bakonyi and Gary Angel discuss the uses of online customer surveys in gaining insights into customers and sales at HP. They give examples of how these surveys have affected company policy, and explain why online surveys are often a better choice than behavioral analytics, particularly for issues of customer analysis and sentiment.
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.
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.
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.
There is a rising awareness across the search and SEM industry, still more in literature than in practice, about the value of site search logs, about the knowledge of consumer needs and behavior enclosed within, and that this could be a mean for increasing web sites' ROI. In this article the authors discuss the solutions proposed by a research project funded by the European Commission.
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?