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Web 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.

Big Data Gets Big Money for Big Reasons

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Companies have been throwing money hand over fist into the predictive analytics, data management and business intelligence world over the last few weeks. And while it would be easy to toss all of these under the "Big Data" umbrella, it's more interesting to look at these deals in light of the challenges that each will solve.

Let's take a quick look at five transactions: $225 million total to Birst, Health Catalyst, Localytics and Ayasdi as well as Apple's recent acquisition of FoundationDB.

Looking at these deals helps show existing analytic and data challenges and where new competitors are coming into the market to partner with and challenge traditional players like Oracle, Teradata, IBM, SAP and Microsoft.

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 Adobe Analytics Adds Up #AdobeSummit

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SALT LAKE CITY -- Think analytics and you probably think numbers. But that's just a starting point.

The bottom line in analytics isn't numbers: it's the actionable insight that data provides.

"We've totally changed to a data-driven business," said Ron Bertoncini, senior digital analytics manager for Telus (pictured here, r, with colleague Duc Nguyen).

Telus is a Vancouver, British Columbia-based telecommunications company. With more than 40,000 employees, it's the country's second biggest firm in its space.

You, Too, Can Be A Data Scientist, Courtesy of Airbnb

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No, Airbnb won’t be providing you with a bunch of clean data sets and algorithms when you arrive at your destination. But the rental lodging site is doing something that will delight analysts a whole lot more.

Today it announced that it is open sourcing Airpal, an internally developed web-based query execution tool that leverages Facebook's PrestoDB to facilitate data analysis.

It puts data scientist-like powers into more hands, and that’s not just talk. One-third of Airbnb employees have issued a query using the tool.

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.

The Scoop on Pinterest Analytics and Engaging Pinterest Followers

It's easy for people to spend time on popular social media platforms — and, increasingly, the platform of choice is Pinterest.

The growing use of the image sharing social media platform has created a high quality of influence on retail and branding. And that means it's essential for marketers to learn the basics of Pinterest Analytics.

Examining repins and researching follower interest with Pinterest Analytics can make Pinterest engagement more meaningful, help you increase online activity and enhance the digital experience for your customers.

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.

In Web Analytics Ranking World, Another Choice Emerges

customer experience, In Web Analytics Ranking World, Another Choice Emerges

Who's got the best web analytics software?

Forrester Research stands by these guys in its Wave for web analytics released in May. Forrester's not the only one ranking analytics. Or ranking anything, as we just learned this week with Gleanster Research.

The latest to flex its ranking muscles is TrustRadius, an Austin, Texas-based forum for professionals to share "candid insights about business software."

And TrustRadius feels it has 230 good reasons for being a trusted source for analytics rankings --  the 230 reviews by analytics software users that ultimately led to the crowdsourcing firm's TrustMaps™ for Digital Analytics software.

"It's performed by market segment -- company size -- others are one size fits all," Vinay Bhagat, CEO of TrustRadius, told CMSWire when asked what makes his company's ranking style unique. "It's based upon real user information vs. a survey of vendors, a typical analyst approach. Analysts generally do a very poor job of collecting real user feedback. Their surveys are long feature checklists, and are often driven by historical relationships with vendors."

Facebook Tackles Clickbait, Reels In Rockin' Headlines

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Facebook could be the ultimate social media party pooper. Earlier this month it shut the gates on ‘Likes’ and this week it's clamping down on funky, attention grabbing headlines, which fall under what Facebook describes as clickbait.

Flying in the face of about a gazillion years of best journalism practice, Facebook has decided that it will be cracking down on headlines that attract reader attention if Facebook believes the headline doesn’t truly reflect the content of the story.

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.

A Cheaper Alternative to Marketing Analytics

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If 2012 was the year of the cloud and 2013 saw broad acceptance of big data, 2014 could go down as the year of cheaper analytics.

The year has been filled with announcements of new features from scores of vendors of all sizes, from SaaS providers like Gainsight and gShift up to pricier systems from Adobe, IBM, SDL and Oracle.

The latest example comes from Rival IQ, an 18-month-old, seed-funded startup in Seattle that already claims thousands of users, including "a healthy community of paid users," according to CMO Margaret Dawson — aka "Chief Marketing Badass, Fountain of Sarcasm."

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