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Google Analytics News & Analysis

Yes, Marketers: You Still Need Email for Digital CX

Marketers often debate about which media to use in a campaign. But their sentiment about using email to engage customers is unanimous.

An email campaign can be valuable because a list of subscribers forms a captive audience. These are people who have actively expressed a willingness for engagement. They've opted-in to your marketing efforts.

But how to do you measure efforts your efforts to build on this list — and transform it to a meaningful customer experience?

Metric choices are not trivial. Email provides a bridge between branding strategy and direct sales. An analytic solution linked to an email campaign provides a means of understanding customer preferences for offers, discounts, a white paper or a general follow up.

Although many channels to engage customers exist, many companies still rely on basic email campaigns. Surveys show email is still used regularly for marketing in 2015 and mobile-only viewership of email is climbing.

With these email trends in mind, let’s examine how a web analytics solution and email solution connects your marketing strengths to your market.

Getting a Grip on Google's New Analytics Feature

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Google Analytics has become ubiquitous among marketers, web developers and business owners alike. And the resources available to support them are now equally broad.

While most of the online resources are useful, it's hard to find a good overview of new feature changes.

Google has now narrowed that gap by introducing a new page called Product Release Notes. This page offers users a summary of recent feature updates to Google Analytics.

Where Did It Go? Understanding Traffic Drops in Google Analytics

You’re up early, just sitting down to an analytics report with a fresh cup of coffee, when you suddenly see it on your laptop screen – a big ol’ drop in website sessions in your overall traffic report. And not just by a few session counts.

You shouldn’t panic, at least not yet.

Traffic changes for your website or app often happen as you begin reviewing analytic reports over time. But with so many reports and ideas, it can be a head scratcher to know where to start a diagnosis.

While no one set of tactics is the right way, there are a few great ways to get started in analytic reporting. The key is deciding if the traffic change is technical or from marketing influences on traffic.

How Google Webmaster Tools Improve Your Search Strategy

When a favorite toy is taken away from a child, the child cries. Digital marketers may have imagined their toyless inner child crying when Google revised the keyword data availability in its Google Analytics search reports.  

But since that time Google has worked to make marketers happy again, releasing reporting alternatives in its Webmaster diagnostic tool. Once again marketers can inspect links and search queries relative to a website, and develop an effective search and content marketing strategy. 

How to Use Cohort Analysis Beta Reports in Google Analytics

In his post on retailers driving timely and contextual engagements, Paul Mandeville noted how robust technology capitalizes on modern shopping behaviors and seasonal trends.

Such technology probably includes cohort analysis among its features. Cohort analysis can help retailers better understand observed online customer behavior, a boon as more people research details regarding their purchases.

A Look at the Google Customer Journey Tool

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One of the most daunting aspects of a multichannel marketing strategy is determining what medium consistently attracts potential customers.  

Does an email or a tweet pique a customer’s interest? Precise understanding on digital influence is tricky, but combining Google Customer Journey Tool with analytics reports can bring marketing much closer to an easier understanding of that influence.

Google Analytics on the Line: Using Data for Better Insights

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Gartner predicted that by 2015 there would be 4.4 million big data jobs, but that only one third of them would be successfully filled. This presents a huge opportunity for marketing professionals to advance in their roles by learning more about digital analytics, as well as how to accurately interpret and implement data to improve their company’s performance.

Here's an overview of several Google Analytics reports that in-house marketers can use to glean insight to develop new strategies, prove digital marketing’s worth in relation to the company’s overall growth and assist other departments in successfully reaching their goals.

How Google Analytics Tools Can Minimize Data Errors

Ever wish you could take something back? It happens — and we all make mistakes.   

For businesses, mistakes often happen when selecting data sources for analytic reporting. But with the addition of a data retrieval feature in Google Analytics, there is now a suite of tools that can help minimize data source errors and permit users to make corrections as needed.

Here's how the diagnostic tools can keep Google Analytics reporting accurately.

How Google Analytics Can Make Cross Device Marketing Easier

In an early post on tag management systems, I noted how these systems would provide a great flexibility in measuring customer behavior in the growing information anywhere and anytime environment. Laptops with Wi-Fi access have supplanted desktops in sales popularity, while mobile devices are as essential now as a wallet or purse. Consumers can access retailer information anywhere and anytime.

One driver of the growing need for cross device analysis is webrooming and showrooming, both retail-related activities stemming from holiday shopper activity during past few seasons. Webrooming is the retail customer behavior of researching products and services while in a store. It differs from showrooming, an in-store behavior in which customers compare prices and research features, leading to a purchase online.

Both trends signal the need to understand foot traffic that is likely to become web traffic, including traffic from customers researching products in the privacy of a home.

The fact is that it is critical to add an analytics solutions to accurately capture that traffic. And adding a User ID in a Google Analytics script captures the best cross device behavior to enhance a marketing strategy.

Using Benchmark Reporting In Google Analytics

Any coach of a sports team at the start of a season will tell you that he wants his team to reach the championship. Reaching that pinnacle means benchmarking your team’s performance.

In the digital marketing world, managers who use Google Analytics are starting to feel a bit more like a sports coach. In September Google introduced a new benchmark reporting feature for its Google Analytics solution.

This benchmark reporting enhances decision making on analytics results.

How Google's Universal Analytics Help Segment Customers

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Segmentation is not new in analytics. In fact, it’s not new to marketing. Every product or service is meant for a segment in one way or another.

But the concept of “another way” has grown substantially thanks to digital media – and marketers are still learning how to manage segments well.

Beating the Spreadsheet Blues

Remember the old days when it seemed that all you need to know from your computer is how to save a Microsoft Excel file? If you are a marketer those days seem rosy compared to what’s happening in digital media. 

New ways of capturing data has introduced challenges in inspecting data and developing models.  Marketers with a limited knowledge of traditional query language must access data. And as I wrote in the post, How Marketers Can Get A Better Handle On Their Data, new markup language elements raises the number of ways data can be associated with web and app elements.  This has increased the ways the data can be used in calculations for desired results.

Because of this new data challenge, analytic solution providers have created a number of options to simplify data usage.

Getting Comfortable with Google Analytics

Not everyone is destined to be a Google Analytics expert, but armed with a little knowledge and access to a few standard reports you can learn more about your audience, their interests and how they engage with your brand.

News Bites: Updates on Google Analytics, AvePoint Meetings

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Mid-summer week's news: Google Analytics releases a case history, Kenshoo culls gaming stats, AvePoint adds new features to Meetings, FileTrail and Doculabs offer webinars on info governance and Concept Searching expands into governance and compliance.

News Bites: Widen Update, Content Localization and More

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Summertime, and the news is a-hoppin'. This week: Widen releases 7.2, Five9 unveils Summer Release, Telerik enhances and there's a free white paper on content localization.

Plus: Google Analytics splits brand and generic channels, SiteSpeck is out with an SDK, and businesses Aldridge and Digital Dominion enter a new phase.

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