Analytics Articles

The articles below focus on Web Analytics & Optimization, the art and science of improving websites based on the analysis of visitors' behavior. They focus on analyzing and optimizing marketing efforts, turning new visitors into customers and returning customers into loyal friends. Learn a broad range of techniques (such as social media, segmentation and other website optimization) in order to increase revenue.

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 -
With the evolution from “Web Analytics” to “Digital Intelligence”, there is no doubt digital analysts should gradually shift from website-centricity and channel specific tactics – as experts as we are - to a more strategic, business oriented and (Big) Data expertise. Learn more about Big Data and which areas you should focus on.
Stephane Hamel -
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.
Jackson Lo -
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.
Daniel Waisberg -
This article demonstrates a simple technique that can be used in Google Analytics to identify opportunities to improve sales, by showing the right product to the right person at the right time. Rod Jacka examines how we can use the keywords from the non-brand search visitor to identify opportunities to improve sales.
Rod Jacka -
Over the last year or two, I’ve heard quite a bit of discussion spiked with a bit of outrage about two things: copyright policies and privacy policies on websites. While both of these are usually wrapped up in extensive and exhausting legal walls of text known as End-User Licensing Agreements (EULA), Terms of Service (ToS), or by some other wonderfully dry name, it is possible to write them with the user in mind.
Jordan Louis -
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?
Bill Loller -
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...
Jackson Lo -
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.
Daniel Waisberg -
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.
Online Behavior -