Marketing Analytics

From the internet’s earliest days, online publishers have been confused about website analytics. Even back in the day, when all anyone really cared about was “hits” or “eyeballs”, most people didn’t really know what that meant. Just to confuse things a little more, web admins were presented with multiple analytical tools that often contradicted each other. In a misappropriation of Segal’s Law, which states a man with two watches will never know the right time, nobody knew where they stood in terms of traffic.    Thankfully, Google came to the […]

Video is, without a doubt, the most preferred content format on social media amongst Gen Z audiences who flock to the big three social video channels (YouTube, Instagram, and TikTok) to engage with influencers, brands, entertainment, news, and millions of hours of all sorts of random nonsense.    So, let’s cut to the chase. If you are not producing video content, you are unlikely to be found by a generation totally absorbed by video content consumed on their mobile devices.    Online streaming platforms have democratized video, making it accessible […]

Knowledge is power, and for digital marketers, you can find much of this knowledge in Google Analytics. But knowledge is an ever-moving landscape; if we want to keep up, we need to evolve. Therefore, Google is advising all marketers that they will need to make the transition from the current iteration, Universal Analytics, to GA4 before July 2023 to ensure they continue to have access to the critical data they need to make informed marketing decisions.    A Brief History of Google Analytics Google Analytics has been around in one […]

Analytics is a whole other ball game when it comes to marketing. It could function as its own department with the amount of work that goes into it. However, at the same time, analytics makes the most sense when it works in conjunction with the areas where the data is being collected. What does this mean for marketing teams? It’s best to have an overall game plan for tackling analytics and to have smart integrations in place to help you work more efficiently. To do so, we’re going to recap […]

Data is crucial to what we do. After all, how can we best design experiences for our customers if we have no idea what’s working well and what’s failing? Beyond these big picture ideas, data and customer journey analytics do a whole lot of work in providing us with information on specific touchpoints that contribute to the overall success of our business.     When it comes to powering your strategies, data will become a key informer for effectively optimizing customer experiences.     Data Journey Map A customer’s data […]

Have you ever considered the extent to which your marketing campaigns are affected by accessibility measures? They actually overlap more than you’d think and are capable of powering effective and expansive campaigns.    It’s pretty cool how they tie together to guide your quality assurance and marketing strategy. Analytics can help detect any accessibility gaps in your plan and, in return, taking accessibility initiatives can lead to better results when you pull up your stats. There’s a ton of possibilities here. Keep reading to learn more!    What is Accessibility […]

While every marketer should have a clear goal in sight for every eventuality, there’s no marketing opportunity more significant than holiday marketing. So how will you set yourself up for success this holiday season? It’s time to think like Charles Dickens.     Holiday Marketing Plan Hear us out on this one. Ebenezer Scrooge, Dickens’ famous, festive anti-hero, provides the perfect role model for marketers looking to understand what a successful holiday season looks like. No, this doesn’t mean you need to be extra tight with your marketing budget or spend […]

There are all sorts of search engines out there crawling your sites, assessing your content’s relevance, and ranking you on a search page. As such, we’re always doing our best to ensure we’re putting high-quality content out on the web and optimizing for everything from keywords to images to site speed.     So, if we’re already putting our A game out on show, how can Google Analytics play a role in our campaign strategy? An expert in any field is always open to feedback and knows that it’s the key […]

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 […]

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. […]

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 […]

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 […]

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 […]

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 […]