Learn several analytical data sources you should tap into within your lead-generation, e-commerce and other online contexts, and how to quickly synthesize and share the insights

As a digital marketer, you clearly need customer insights to drive your tactics and strategies. And these insights will likely come from a variety of data streams. But to avoid drowning in these data streams you’ll need some good tools and a systematic analysis approach. In this post I highlight several analytical data sources you should tap into within your lead-generation, e-commerce and other online contexts, and how to quickly synthesize and share the insights you’ll glean from them.

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Build your own CrUX dashboard on Google Data Studio to see visual stats on origin performance

After the latest announcement of changes to Google Ads, the introduction of responsive ads, better video and YouTube advertising, cross-device reporting functionality, and the lastest broad-core Google algorithm update, it seems Google has had a busy quarter. Today, Google developers have announced the introduction of Custom site performance reports with the CrUX Dashboard (Chrome UX report). Google has repeatedly stressed the importance of user experience on site. Optimizing mobile page speed has been number 1 priority - and they've stressed that sites and pages that are under-performing or give less than a satisfactory user experience will be penalized. Afterall, they don't want to be directing users to sites that are slow, have low-quality content and full of ads and poor navigation. Before your site is negatively…

Google Analytics has not only made it easier for data-driven marketers to work in compliance with GDPR, but has also introduced a new feature to improve sales and marketing integration

In an era where every marketer is aspiring to be “data-driven”, you, yes you, need to make sure that your marketing decisions are informed by well-rounded data. When we speak about data analytics, Google Analytics is first to make an appearance in any marketer’s mind. Yet another Google tool that has provided revolutionary changes, if we may call it that, in the process of digital data collection, insight and analytics. Google Analytics is widely used by marketers to generate better business results. Hence, Google is always looking for ways to improve this tool and add new, more relevant features to it. As you may know already, GDPR…

Your marketing's most valuable player: using attribution.

Imagine a typical customer journey for a business like TOMS, a shoe retailer that sells online. A user sees a sponsored Facebook post that was liked by a friend about TOMS, and clicks through to Tom's site, browses for a while, then leaves. Later on, the user sees a display ad from a TOMS retargeting campaign, and clicks through again, this time signing up for email alerts from the brand, but still not buying anything. Finally, the user receives an email from TOMS, clicks through, and starts to really think about buying the shoes. They leave it for a bit, and decide to buy, and they type the web address directly in the browser.   Who gets the credit for any revenue created? Well, that will depend on your attribution model. Attribution may sound complicated but in simple terms,…

Chart of the Day: Use Machine Learning AI to understand the propensity of your site visitors to convert

I'm reviewing a different type of Chart today since while reviewing Google's Demo Account while working on some new learning materials for our members I noticed the intriguing new Conversion Probability feature Beta. Here's what it shows for the one hundred thousand odd sessions in the Demo account:  You can see that it breaks down these sessions into likelihood to convert, so if we can learn more about what turns the high-converting visitors onto our products, we have more chance of finding and converting more visits in future. As we explain in our AI and machine learning guide, for us, the most exciting marketing application of artificial intelligence is using machine learning to learn from historic interactions with our audiences see what influences their propensity to convert.…

Unsure about how to use Google Analytics? Need some guidance on how to navigate around it? Learn how to set-up a GA demo account

Jill Quick originally wrote this advisory for our blog in July 6th 2016 based on a briefing with Google. 

A while back Google launched a new string to their analytics learning bow. A fully functioning Google Analytics account that anyone with a Google account can access. This is a wonderful education tool for any marketer, or business owner, who wants a better understanding of how to use Google Analytics. One of the problems my clients and delegates face when I deliver training on Google Analytics is a real-life example. Something to play around with, learn from and use to back up your measurement plan to educate your team on the insights they could be getting and showing your boss what your time and budget is paying for, especially…

Numbers and data are no longer a daunting task — they’ve now become an integral part of a company’s operations.

 

The issue is most companies are only given the basic facts of their data without the what’s, how’s, and why’s that are driving the analytics.

 

Jaywing, a British data-based digital agency, found that brands across the board are failing to take advantage of marketing technology innovations, including how data can lead to larger explanations of how their audiences consume. Further, the agency’s 2017 Data-Driven Marketing Report found that 23 percent of marketers rate data science and analytics as the least important marketing skill.

 

By contrast, the…

Discover the leaky spots and how to fix them by looking at these key areas in Google Analytics

It’s Saturday night, and it’s pouring with rain. You’re curled up on the sofa watching a movie when you feel a drop of water splashing on the top of your head. What? Is this for real? Then comes another one. This time you’re sure you didn’t imagine. It’s for real, your roof is leaking. What do you do? You move to the side and continue to watch the movie, hoping it’s not that bad. You put a pot under the leaky spot to collect the water, check out all the other rooms to see if this happens anywhere else while you call someone to fix your roof ASAP. I’m sure you chose…

How Google’s Data Analysis Suite Could Transform Your Digital Marketing Strategy

If you run a website or blog and haven’t heard of Google Analytics, then prepare yourself for a whole new world of possibilities! Google Analytics carries on the company’s proud tradition of providing best-in-class tools for web designers and developers and giving those users the guidance they need in order to maximize their potential. If Google Analytics is not installed on your website or blog then get on it now! Seriously; Google Analytics is a tool that no serious website owner should be operating without.

What Does It Do?

Among its many functions, Google Analytics gives you a quick, easy, and mostly automatic way of finding out the vital statistics of your site. For example; How many visitors your site receives over a given time period? How many visitors to your site are unique and how many of them have visited…

What is event tracking and how you can use it to improve micro conversions and macro conversions

According to the definition given by Google: 'Events are user interactions with content that can be tracked independently from a web page or a screen load. Downloads, mobile ad clicks, gadgets, Flash elements, AJAX embedded elements and video plays are all examples of actions you might want to track as Events’. In plain English, for those of us who aren't coders, we can give this example: When we have a video in our site and once a user clicks the button for the video to play, an event will be triggered. At the same time, when this event is triggered you can see the result of this action on Google Analytics Events are then grouped in this report in the 'Behaviour' section of Google Analytics.

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