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.
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.
There’s no avoiding it, the growth of mobile is not slowing down. In this article you will learn techniques to improve your mobile customers using Analytics. Basically, create a great user experience for them by providing the information they want easily.
Dylan Lewis talks about what it takes to be a successful business analyst at Intuit. George Roumeliotis talks about what it means to be a data scientist at Intuit.
In this article, Daniel Waisberg starts by describing the structure of accounts on Google Analytics and then dives into the Top 3 mistakes when it comes to settings and configurations on Google Analytics. He then proceeds to describe four techniques that will help analysts and marketers to improve their data accuracy.
Mobile devices are rapidly displacing the desktop as the primary means to access the web and interact with the world at large. There has never been a more crucial time for retailers to invest in their mobile channels, as the mobile experience has now become far more critical than the desktop experience. But how do you measure success?
Measuring the impact of social media on your bottom line is one of the most pressing challenges that marketers have when they first dive into their data. Without clear social media goals and KPIs, analysts find themselves spending hours in front of the screen scratching their heads and asking “where do I start?” Here is the answer...
Randy Gelfand, Web Analytics Program Manager at IBM, describes how a large company like IBM with millions of webpages and dozens of products, manages analytics. He talks about the company's Data Model Extensions, which instantly aggregate analytics data from every IBM product. This data is then processed with Cognos, giving executives an easy-to-use dashboard with analytics on a global scale.
This article is a guide to Custom Variables, the most powerful segmentation feature on Google Analytics. Daniel Waisberg provides a proper definition of this method, where it should be used, how to plan its implementation, and additional advanced tips.
Nick Iyengar shows several examples of advanced segmentation using Google Analytics, including how to segment by number of keywords in an AdWords phrase, AdWords position, engaged readers, and more. In this video, Iyengar shows how advanced segmentation and deeper drilldown into the analytics can help a business focus its efforts best.