Marketing Measurement

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.

  • 10 Best Or Worst Ways To Visualise Web Analytics Data

    Visualizing Web Analytics Data

    Web analytics data is worth nothing if it can’t be used in the correct way. In order for it to be used, it has to be understood. So how do you make data easy to understand? With visualisation of course! But visualising data isn’t as easy as you might think. You have to get it right for both the user and the data.

    Anna Lewis - December 6, 2012
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  • Lean Six Sigma for the Digital Analyst

    Lean Six Sigma for the Digital Analyst

    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.

    Stephane Hamel - November 29, 2012
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  • Digital Analytics For Non-Ecommerce Websites

    Digital Analytics For Non-Ecommerce Websites

    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.

    Doug Hall - November 14, 2012
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  • Four Important Website Redesign Questions Google Analytics Can Help You Answer

    Website Redesign & Google Analytics

    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.

    Jordan Louis - November 5, 2012
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  • 3 Ways to Customize Your Google Analytics Experience

    Google Analytics Customizations

    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.

    Adam Thompson - November 1, 2012
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  • A Sales Channel And A Market Research Tool [video]

    A Sales Channel And A Market Research Tool

    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.

    Online Behavior - September 20, 2012
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  • Google Analytics Sampling Demystified

    Google Analytics Sampling

    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.

    Jordan Louis - September 18, 2012
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  • Google Analytics Mystery: More Visitors Than Visits

    Google Analytics Mysteries: More Visitors Than Visits

    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.

    Jordan Louis - August 21, 2012
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  • Measure Campaign Profits - NOT Return On Ad Spend

    Measuring campaign profitability

    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.

    Rod Jacka - August 1, 2012
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  • Analyzing On-Site Search Logs: From Mess to Meaning

    Search Log Analysis

    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.

    Online Behavior - July 19, 2012
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