Types of Customer Data and How to Manage Them

Types of Customer Data and How to Manage Them


The mathematician and data science entrepreneur Clive Humby coined the phrase, “Data is the new oil,” but it took a marketer to really put that statement into a context we can all understand. Marketing expert, Michael Palmer, wrote in a blog expanding on Humby’s quote, “Data is just like crude. It’s valuable, but if unrefined, it cannot really be used. It has to be changed into gas, plastic, chemicals, etc., to create a valuable entity that drives profitable activity; so must data be broken down, analyzed for it to have […]

How to Ensure You Are Tracking the Right Things in Google Analytics

How to Ensure You Are Tracking the Right Things in Google Analytics


Google Analytics is a powerful tool that you’ll find in pretty much every marketer’s stack. With it, you have the ability to track hundreds of metrics across your entire marketing stack to  your sales funnel and leverage it in your marketing game to improve your strategy.     This is valuable information right at your fingertips but even we have to admit that it can be overwhelming to look at all at once. While data is an important driver of well-planned and executed campaigns, you don’t want to get stuck […]

Analyzing Reports When You Are Distracted By Data

Analyzing Reports When You Are Distracted By Data


If you are one of those marketers that rush to check their analytic reports after sending a campaign, you might be missing a trick. This is because the process of successfully analyzing your marketing activities starts long before a campaign is actually sent.    Before you should start looking at your analytics, you need some context. That context starts with an objective because without that objective, your reports are just a load of meaningless data.    We’ve talked a lot about the importance of setting objectives before on this blog. […]

Email Marketing Key Performance Indicators for 2022

Email Marketing Key Performance Indicators for 2022


Great email marketing campaigns don’t start with a killer subject line or a compelling call to action. Instead, they begin with an objective. The fact is, if your email marketing strategy doesn’t have an objective, you’ll never know if it’s been successful or not.     When you set those objectives, you’ll need something to measure them against accurately. Even if you already consider your email marketing campaigns successful, anecdotal evidence isn’t good enough to justify the time and money you are investing in any marketing strategy. If you are looking […]

What is Data Fluidity and What Does It Mean for Your Business?

What is Data Fluidity and What Does It Mean for Your Business?


Data fluidity is a strategy that ensures your data flows freely throughout your entire marketing organization and is available whenever and wherever it is needed. This is important because when data is the lifeblood of your business, having the ability to access, analyze and exploit that information at any point of exposure can provide an incredible competitive advantage.     Improving data fluidity can be quite a complicated journey. This is because your organization’s data is exposed, interrogated, and manipulated at numerous junctions. Furthermore, any number of marketing engagements could influence […]

Why Our Clients Are Rushing to Upgrade to Google Analytics 4

Why Our Clients Are Rushing to Upgrade to Google Analytics 4


During the midst of the Coronavirus, we gave ideas on how to improve your analytics data with 40+ items to audit in your Google Analytics account. Today we want to discuss Google Analytics updates that were officially released on October 2020.  Google Analytics has proved to be a great tool for data-driven marketers. Since a major update is only introduced every few years, new releases are eagerly awaited to understand new techniques that may be possible in the coming months after release.     Why the Big Fuss about Google […]

Critical Google Analytics Audit Priorities During Coronavirus

Critical Google Analytics Audit Priorities During Coronavirus


Did you know most of your data in Google Analytics may lie to you unless you know exactly how to interpret it correctly? Many times, a simple tagging error in Google Tag Manager or installing the Analytics code snippet in the wrong spot is the cause of inaccurate reporting data in your company dashboard.   As some of us continue to work from home during Coronavirus, getting your data right before things turn busy again is a must do as companies continue to use this time to improve operations and […]

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