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All digital marketing activity is measurable. Right?
It’s nice to think that’s the case and there are a lot of people who believe it, but unfortunately it’s simply not true.
The reasons for this are numerous, not least that companies are struggling to keep up with the constantly shifting digital landscape.
In the past digital analytics mainly focused on desktop activity, but now businesses have to employ a broader range of analytics products to measure activity across relatively new channels such as mobile and social.
The new Econsultancy/Lynchpin Measurement and Analytics Report examines the extent to which different analytics tool are used by surveying more than 1,000 digital professionals.
Those of you with a Twitter advertising account may have noticed that their analytics system has had an update this week, and I’ve already seen several posts talking about the impact this will have on social marketing.
I thought it was worth checking out the changes and seeing if they will in fact lead to a social data revolution…
Do you ever wonder which social network is best for B2B marketing?
Me too, so I did some audience research and found some surprising results.
Here's how you can do it too.
All marketers are short on time and find it hard to prioritise tasks. Spending 15 minutes on analytics can help a lot.
Here's a simple how-to guide to help you get started...
Budgets for digital analytics technology and consultancy services are rising, but the pace of change has led to a skills gap in many companies.
Based on a survey of 1,000 professionals, this report looks at how companies are using analytics to drive revenue, the technology used, and the challenges faced.
In the nineties and noughties, the web was talked about as more measurable than any other medium.
The idea was that attribution of sales would be completely sewn up before long. Last click analysis was duly mastered and dashboarded. However, there remain difficulties in identifying customers and tracking them as web usage has splintered across devices.
There are plenty of other issues, technical and cultural. Let’s take a look at the challenges in data analysis for marketers.
For guidance in selecting a digital analytics supplier, see our Digital Analytics Buyer’s Guide.
Emotion is increasingly referenced in web design, highlighting how sophisticated websites have become.
The goal is too understand what triggers certain positive emotions online and to use this to your advantage. GetSmily is a tool designed to help with this process. It's simple and clean, as are David Hachez's (CEO) answers to our regular 'Start Me Up' questions.
Read on to get an idea of what the product does, what are the team's goals and how the project has developed thus far.
In the movie Mallrats, there’s a clip where one character, William, stares into a Magic Eye image, waiting to see a sailboat hidden in the picture.
Packed lunch in hand, he’s determined to stare until he finds it. Yet William’s frustration only grows as many passerby and children see the boat while he only sees the ‘white noise.’
For me, the conversations at Econsultancy's recent Social Media Roundtable in New York highlighted the challenge for the enterprise to see the sailboat, camouflaged by the white noise of vast digital data.
In 2014 WiFi will change dramatically, and much of that evolution will be sparked by Hotspot 2.0, which is already gaining wider adoption.
Looking at the data, global mobile data traffic grew by 70% in 2012 and the average smartphone usage rose by 81%.
In 2013, mobile data traffic was nearly twelve times the size of the entire global internet in 2000. This will continue to grow in 2014, fostering the development of WiFi in the process.
We are all sharing more data than ever before with other organisations in our emerging Big Data Society. Sharing lets us use our resources much more precisely and produce completely new services.
But misusing customer data risks destroying customer trust. Still, we all need that missing piece of the Big Data puzzle, so we all need to share more.
Ecommerce is simple. Don’t let anyone trouble you with thoughts on mobile, social or personalisation. The beating heart of ecommerce is the triangulation of data and uniting your best products with your best customers to make the most profit.
I had the pleasure of listening to Mike Baxter, an Econsultancy long-time friend and consultant (author of the Checkout Optimisation guide, amongst other things), talking about data triangulation at a recent breakfast briefing with Ometria.
Mike detailed his deceptively simple philosophy of selling online and I thought it worthwhile to put his thoughts down in full, over a couple of posts. Everything you read in these posts comes out of Mike’s presentation.
I think it’s worthwhile dwelling on this idea of knowing your products and customers ahead of anything else. Ultimately it’s the nub of your site design but also your marketing efforts including media spend.
As marketers start to join up data sources, they need to be wary of jumping the gun, trying to stitch up remarketing, social CRM, personalization, before they’ve truly looked at optimising product mix and display.
Here’s what Mike had to say…
The customisable features in Google Analytics are great for extracting maximum value from your data.
Here I've gathered together a selection of custom reports, dashboards and advanced segments to help you measure SEO efforts more effectively.
Some you'll need to create yourself, following the instructions, while the rest you can just click and download and save lots of time and effort.
Just click the download links when logged into you Google Analytics account to add them to your profile...