Category

Marketing Analytics

Category

Your odds of getting audited as a taxpayer are now about 1 in 220, according to recent reports. The odds of auditing your website should be far higher. In both scenarios, it’s perhaps a daunting prospect, but it shouldn’t be in the latter. It’s kind of like going to the doctor for a basic checkup to ensure you’re healthy and operating at top form, and address any problems early on. Similarly, websites can benefit from…

It’s a miracle when a business becomes successful without investing in analytics. Mostly because it’s incredibly hard to grow without keeping track of your company’s data. Case in point: Every business needs reliable marketing analytics, which in turn help drive tactical and strategic decisions. The more attention and effort you dedicate toward it, the clearer and more informative your insights will be. As the CEO and founder of Improvado, a marketing analytics middleware company, I…

Google’s free web analytics service, Google Analytics, provides a dizzying array of insights into site performance and customer behavior. While paid tools offer similar insights on silver platters, you can still get much — if not all — of the information you need with a little grit and determination in Google Analytics. It’s one of the most important tools featured in our Marketing Audit ebook.  We won’t insult you by calling this Google Analytics for…

It’s September. Leaves are starting to turn, pumpkin spice is on the menu, football season is ramping up, and millions of marketers are clearing out their schedules to deal with the round-the-clock insanity that is the holiday advertising season.  Of course, 2020 isn’t like any other year. The rapid spread of COVID-19 has drastically reoriented the way commerce is done across the globe. Vast shutdowns and closures hit brick-and-mortar stores hard. But at the same…

“The opportunity of defeating the enemy is provided by the enemy himself.” The Art of War may be an ancient Chinese military manual published centuries ago. Still, this quote by author and general Sun Tzu is a timeless reference for battle strategy — and even applies to business.   No matter how original your company or products are, you are partially defined by the market and its competition.  Who else offers similar products and services? How…

Attribution consistently ranks as one of the most challenging parts of any marketer’s job. With so many channels to account for in today’s world, getting accurate information on which strategies are working and which are lagging can be frustrating. That’s why so many companies have turned to marketing attribution tools that can manage the process of tracking data from multiple channels. Among the best-known solutions is Google Analytics, which offers an array of useful tools for…

Your company website is more than just a place where your target audience can come to learn more about you, purchase a product, or sign up to receive your service. While you may have spent time developing a robust marketing strategy for your website, how do you know if your marketing strategy is accomplishing your specific conversion goals and providing you with more business and a high return on investment (ROI)? Discover everything you need to…

Major League Baseball returned for an abbreviated season this past July, which means players and coaches can once again track their stats (think hits, strikeouts, and on-base percentage) to improve overall team performance.  In a similar way, marketing goals help brands focus on what they want to accomplish — and more importantly, what they need to do to get there. And key performance indicators, or KPIs, are the metrics that signal a brand’s progress toward…

With everything going on in the world, this might seem like a crazy time to talk about performance marketing. It’s not — this actually may be the single most important time to look at how your performance marketing is… well, performing. Times of crisis tend to bring budgets front and center, especially as key performance indicators fluctuate and priorities shift.  When the global environment turns challenging, many companies want to react by cutting marketing spend.…

How do you know if your campaigns and initiatives are working? Having the right measurement tools and being able to attribute results to activities allows you to claim victory when you’re making a positive impact, and fix problems when they arise. As you work through this section, think about how you evaluate the effectiveness of what you’re doing, and how you would like it evaluated by others. Measuring Key Performance Indicators (KPIs) Now that you’ve…