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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...
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.
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.
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.
What was the year? 2009? 2010? QR codes were 'the next big thing'. They had such great promise. Turn any print advertisement, packaging or promotional experience into a digital touchpoint.
Richer engagement. Richer analytics. But they never delivered. (Some people perpetually say 'next year' is the year for mass adoption).
But there is one technology that comes pre-installed on 100% of handsets and which can exceed both the engagement and analytics that QR codes promised.
An argument for not reporting results in marketing: if you find yourself in times of crisis having to report frequently, try reporting on actions rather than numbers.
Report on the things you did rather than the traffic you achieved.
Here is my argument for not reporting results in marketing...
Recently one of our Twitter friends (Hello @Henweb) pointed out that they were having trouble accessing Twitter analytics.
I realised that we’d written about this in the past, but many users had trouble accessing analytics data.
Here’s a very quick and easy guide to help you get access to Twitter analytics without spending any money.
Custom reports are perhaps the most useful feature in Google Analytics, as they enable you to find the data and presentation that best suits your business goals.
I'm no big Google Analytics expert, instead I've picked it up and figured things out as I've gone along, mainly with the aim of understanding our users' behaviour and improving this blog.
I explain more of my approach to measuring and optimising this blog here, but I wanted to provide a beginner's guide to creating custom reports.
If this is too basic for you, or I've made any glaring errors, please forgive me (and put me right in the comments), but I hope this will be useful for you.
So here's how to create a basic custom report from scratch...
Mobile apps help to attract new customers, increase engagement and drive conversions, but this often requires the user to keep coming back.
Some in-app offerings will be enough to keep the user returning, but other times the users might need a little reminder to send them back to the mobile apps they may not have opened in a while.
According to data from Localytics, 22% of people who download an app only use it once. This means that marketers really need to be thinking about how they can attract their customers back to their mobile apps.
This thinking should go beyond just app downloads and focus more on value and engagement. This can be done in a number of ways, in terms of marketing, these can include push notifications, location-based services, in-app messaging and SMS.
If you run an ecommerce site, you probably use email to announce sales, engage customers and drive repeat purchases.
But now that the vast majority of your customers use smartphones, you can follow the lead of most large ecommerce sites which are using SMS just like email to drive repeat visits and purchases.
If you collect mobile phone numbers and have permission to text them, include links in your SMS back to your site (also known as Smart SMS) and grow sales through one of the most direct and engaging marketing channels available.
This blog post isn't to convince you of the value of SMS for driving ecommerce sales, most smart businesses are doing it already. Our goal is to answer a key question: how do you measure the effectiveness of SMS and track the sales from each campaign?
Advertising on the internet and mobile has increased by 17.5% to £3.04bn in the first half of 2013 according to the IAB, an increase of £607m compared to 2011.
Analytics has played a key role in this growth by helping marketers accurately measure return-on-investment (ROI) and justify reallocating traditional media budget to digital marketing. However, with the amount of data now available to digital marketers via analytics, they’re in danger of becoming data squirrels that hoard data but do nothing with it.
There aren’t enough analysts in the world or hours in the day to manually analyse all the available data, and crucially, turn it into actions which optimise revenue outcomes.