For the last 15 years, we’ve been using social data wrong. We think that because social marketing programs create lots of social data these two things — social programs and social data — should fit together. But they don’t. Social data doesn’t prove social success. And yet most marketers use engagement as their top social […]
You may still favor “old school” methods to get the word out about your website. But how do you track this offline marketing? If you don’t measure the success of your effort, you’ll never know if it’s giving you a positive return. Fortunately, there are cloud-based solutions to help you with that. In this article,
Measuring how offline marketing drives website traffic: The fundamentals Read More »
As we approach the holidays, and particularly the new year, our thoughts turn to how we can make improvements to our personal life — for example, clean living with better food and more exercise. But how many of us are planning to make improvements to our business? Maybe we should be thinking about our New
Assessing the impact of poor data on retail: The 1-10-100 rule Read More »
Gone are the days of enticing shoppers with festive windows and door-busting sales. As brick-and-mortar retailers continue to suffer from losses in revenue and iconic real estate, their shoppers are leaving behind the shopping sprees of Christmas past in favor of the internet’s infinite aisles and endless sales. Fueled by advancements in mobile commerce, and lured by lower and lower prices as competition between large retailers and digital marketplaces intensifies,
If it seems like Google Analytics isn’t showing you all your social media traffic, it might be time to make some tweaks. Columnist Mark Traphagen explains how to customize your Social channel to ensure nothing gets missed. Please visit Marketing Land for the full article. Source link
The Google Analytics Social channel is broken: Here’s how to fix it Read More »
For decades now, marketing executives have demanded better analytics and data to judge both the performance of their campaigns and their agency partners. Agencies are listening — but are they doing the right things? The ongoing drumbeat to prove ROI has led many agencies to start using attribution models to measure digital, but the outputs
How to avoid the “Agency Measurement Paradox” and win client confidence Read More »
As the holiday season ramps up into its glorious full frenzy, marketers are hoping the early forecasts for strong spending come true. In fact, all signs point north as disposable personal income, a climbing stock market and strong consumer confidence continue to grow. 2017 holiday sales are expected to top $1 trillion, or an increase as
In the world of web analytics, not all metrics are created equal. Some can stand alone on their own, giving you valuable insights into business performance at a glance. We call these metrics Key Performance Indicators (KPIs), and depend on these metrics to guide our marketing efforts, especially as we head into the busy holiday
4 deceptive Google Analytics metrics that fool retail marketers Read More »
One of the biggest challenges of working in the digital marketing analytics field is finding quality talent. Much of what we do day-to-day still isn’t taught in universities. Standards for credentials are generally low, so most certifications don’t carry much authority. As an industry, we’ve scarcely agreed on what to call anything, so it’s difficult
Identifying top analytics talent in a competitive environment Read More »
