Posts tagged with Analytics

The five step, 15 minute guide to marketing analytics

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...

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Analytics budgets rise, but the skills gap remains a barrier

Budgets for digital analytics technology and consultancy services are rising, but the pace of change has led to a skills gap in many companies. 

According to Econsultancy's Measurement and Analytics Report, produced in partnership with Lynchpin, 61% of companies are increasing budgets for analytics technology, up from 35% in 2013. 

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. 

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werewolf

Eight challenges of data analysis for marketers

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.

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getsmily

Start Me Up! GetSmily: measuring your website's emotional impact

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.

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Social data: don't miss the boat

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.

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WiFi’s role in digital innovation and marketing in 2014

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. 

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Why it's always good to share in our Big Data society

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.  

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data triangulation

Simplifying ecommerce: finding your best products

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…

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18 useful Google Analytics custom reports, segments and dashboards for SEO

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...

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How to use free wi-fi for social marketing and analytics

When it comes to wi-fi, customers expect free, fast and legally compliant access wherever they are, from retail outlets to bars, restaurants and leisure facilities. 

This is far from a new development, and our always-on society has created a strong international wi-fi market, which is expected to be worth more than $93 billion by 2018, according to a recent report by Markets and Markets.

That's great news for the consumer, and for the wi-fi providers, but to date it has offered little in the way of value for the venues that provide it.

However, the balance is now beginning to be addressed through social wi-fi, which offers venues a range of advantages that can help to build profit and develop a loyal customer base. 

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Five digital analytics tips for SMBs

The phrase of the day is 'Big Data', everyone talks about how it can boost your business and make you a successful organization.

But how can big data help a small business? Can you still use it to drive decisions and optimize your business?

The answer is: yes you can! In this post I will provide a few tips that can help SMBs to get up and running with data analytics.  

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Gmail image changes: everything email marketers need to know

Email marketers have always faced the technological challenge of having to quickly adapting to the unknown, often in a matter of hours.

This week is one of those, where we find that Gmail has made changes to the way it handles images. At first, I can appreciate that this may sound insignificant, but it affects all of us.

In this blog post, I will try to demystify these changes for you. 

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