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.

If you have deep enough pockets to be able to put the best analysts in front of the best tools, go right ahead. You are going to ace your game. But if you have to cut down on your hiring budget to be able to afford the next shiny tool, I would recommend that you think twice.
Baris Akyurek -
This guide is meant to cover the basics about how Google Analytics works, what the numbers actually mean, and how you should begin to report on it. If you've used Google Analytics extensively, forgive me for the review, but I feel it's worth re-familiarizing yourself with the core concepts and definitions, if only to solidify your understanding.
Jon Meck -
One of the most basic questions asked by marketers is: "How much content is being consumed on my website?" - In this article you will learn an advanced technique called Page Velocity to help you answer that question on Google Analytics.
Online Behavior -
In this article you will learn about a Google Sheets add-on created by Pedro Avila, Senior Solutions Architect at Google, that will help Google Analytics users manage their custom dimensions in a more robust and organized way, while using an interface they are comfortable with.
Pedro Avila -
Tired of manually clicking through the Google Analytics interface to retrieve data? Want to take advantage of the Google Management API, but the functions you need just aren't available? Well then, read this article to learn an easy way to perform such tasks in a semi-automated way.
David Xue -
Having only fraction of the data leads to suboptimal and sometimes inaccurate decisions. The 360 integration of all channels and a successful cross-device measurement is the key to success. Google Analytics Premium and DoubleClick Campaign Manager offer a supreme solution for that with the power of data in a well known user interface.
Siegfried Stepke -
This article goes through the process of Data Landscaping, which will provide you with a map and a set of prioritised actions that move you towards a more effective way of accessing and understanding your data.
Phil Harvey -
This article is a summary of an interview with Google Analytics Integrations author, Daniel Waisberg, during the annual Google Analytics Summit in San Francisco.
Daniel Waisberg -
This article discusses an idea for more effectively defining and measuring visitor engagement with text-based content like blogs, articles, or essays, on a website whose central value proposition is based on that content.
Jordan Louis -
Sometimes we jump at conclusions while analyzing data and assume that we are creating better user experiences on our online properties by simply "reducing pain" instead of "increasing happiness". Learn more about why taking the opposite direction might be a great approach too.
Phillip Klien -