Articles

The articles below focus on Targeting, Testing, Usability and Analytics. They present strategies and techniques that will help website managers and marketing analysts to measure marketing efforts and optimize websites using a data-driven method.

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 -
Some of us are using adblock because the banner blindness isn't enough anymore. It's an unrelenting war amongst marketers to gain a piece of your attention. So, is the solution to invest in more powerful, better targeted, bunker-busters? Why must the consumer suffer?
Christopher Berry -
Businesses are constantly looking for new, more efficient ways to determine their visitors’ next moves in order to know when and how to best engage them. Are they going to continue to hover on this page? View a different product? Or just abandon the site altogether? This article provides some of the answers to these questions.
Damien Acheson -
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 -
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 -
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 -
A persona is a group of visitors that visit a website, that share a common objective, purpose or background which make them distinct from another group of visitors. Learn how to use this technique to provide a better experience to your visitors.
Oliver Walker -
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 -