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Google Analytics News & Analysis

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.

How Marketers Can Get a Better Handle on Data

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Web analytics means nothing without website content to measure. But over the past few years, web developers and designers have increased the ways in which website content can be curated and marketed.

The result is an overwhelming number of options for measuring how well digital media such as websites, social media and apps serve customer needs. But marketers can get a better handle around all this data by understanding data structure.

How can marketers do that? The solution starts with a light overview of HTML and object oriented programming protocols, which specify data type and format.

News Bites: Learn E-Commerce from Google Analytics, Discover Tealium's DIY Marketing Cloud, More

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This week: Tealium launches do-it-yourself marketing clouds, LightCMS provides a platform for websites and stores, Google Analytics offers a course and NICE Systems helps to optimize the journey of NICE customers.

IBM: We Have Better CX Analytics than Google or Adobe

customer experience, IBM: Our Customer Experience Analytics Tops Google, Adobe

For some reason, steroids has crept into our reporting lately.

Maybe that's why IBM’s Tealeaf cxLifecycle analytics reminds us of analytics on steroids. IBM seems to be bill it that way, anyway.

Traditional web analytics? Just static numbers, they told us.

IBM said it enhances the analytics experience for enterprises with quantitative, qualitative and behavioral analytics within the IBM Tealeaf cxLifecycle, a new SaaS-based IBM Tealeaf component available to customers of Tealeaf 9.0. 

Ken Bisconti, business leader for IBM's Tealeaf customer experience management solutions, is enthusiastic. He told CMSWire the analytics IBM offers are better than traditional metrics provided by Google and Adobe. "We have the ability to track the same customer across multiple interactions," said Bisconti.

Forrester happens to think they’re ALL great

News Bites: Google's Enhanced E-Commerce, Foko Desktop, More

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Google enhances e-commerce, Apple defaults to Bing and Foko goes desktop. Plus, customers most value efficiency and there's a new Neo.

Here's a sample of the latest news.

Google Now Offers E-Commerce Analytics #GASummit2014

Google analytics e-commerce May 28 2014.jpgGoogle has taken up the challenge of shedding light on retail behavior by adding enhanced e-commerce capabilities to its analytics platform.

By combining analytics and e-commerce, Google claims it will be able to offer marketing and customer experience managers insight into not only what their customers are thinking, but also how effective their marketing campaigns have been.

Remaking Marketing With Remarketing

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In the post Making the Most of Dynamic Tag Managers, I shared how tag managers address dynamic campaigns, a refining element for better analytics. One benefit from that refinement is enabling a better response to website visitor segments that can appear.

Certainly one segment that appears is the casual customer who browses a number of websites. That customer needs a reminder of why your site is worth a conversion — a purchase, a download or what action that you are undertaking.

The usual string around the finger is digital advertising. But the best string to use is a remarketing campaign.

By using remarketing features in Google Analytics, you can reinvigorate paid search campaigns and cross-device strategy.

Social Media Apps for Marketing, Software Updates and More

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And now, the news. Google improves Behavior Flow visualizations, Glip unveils a new messaging app for businesses, HipLogiq offers a social marketing app and a new survey looks at social media as a customer service channel.

Plus, Corveo updates its version for Sitecore and Acxiom acquires LiveRamp.

Sharing Google Analytics, Ranking Webcasts and More

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And now, the news. This week, DAM NY is set to bloom, Google Analytics wants you to share, an omnichannel Currency is born and Cloudwords adds machine translation.

Also, webcasts get engagement measuring from ON24 and Sizmek tracks measurement worldwide.

Plus, AtTask integrates with Widen and WebDAM, SpringCM with SteelBrick, YP with OpenX, and Crow Canyon Systems with FPweb.

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