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.

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 -
There is a rising awareness across the search and SEM industry, still more in literature than in practice, about the value of site search logs, about the knowledge of consumer needs and behavior enclosed within, and that this could be a mean for increasing web sites' ROI. In this article the authors discuss the solutions proposed by a research project funded by the European Commission.
Online Behavior -
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?
Online Behavior -
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.
Online Behavior -
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 -
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.
Online Behavior -
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 -
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 -