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.

Learn more about user-centric analytics, an extremely valuable approach. It can tell you a lot about your visitors. But, it can go beyond that to tell you more in-depth information about their visits and their habits. It essentially gives you an overview of their behavior, which in turn, provides you with a better understanding of your customers.
Feras Alhlou -
The reason the Analytics community is not growing like a weed is because professionals are not confident enough with numbers and charts. In this article Daniel Waisberg discuss three techniques that can be used in order to make the field grow healthily.
Daniel Waisberg -
In this presentation, Matthew Trifiro explains how to use Customer Lifetime Value, Acquisition Costs, and Retentions Rates in order to increase the conversion rate at every touch point and the velocity of the overal conversion funnel.
Online Behavior -
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 -
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 -
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 -
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 -
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 -
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 -
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 -