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Posts tagged with Analytics

Why I love using the Google Analytics API

As a self-confessed analytics geek, I was very excited when I first took a look at what the Google Analytics API can provide.

The best thing about it from my point of view is that it's about making the data more accessible to people who may not like digging around in figures.

So whether you are an analytics nut or whether you just want a simple way to see the numbers that matter to you, this post will help you understand why you should be considering the Google Analytics API.

11 comments

Introducing the DBQ, perhaps the ultimate digital marketing performance metric

I overheard a CEO last week ask the marketing guy: “Hey, are we any good at generating business using digital?” Easy enough question right, but if you consider it for a while, holistic metrics like ROI and ROMI do not fully offer insight into whether a company is maximizing its digital business opportunity.

But how can we measure this? Enter the Digital Business Quotient (DBQ).

3 comments

B2B insights: striking a balance in the age of big data

The greatest challenge for business brands seeking to drive customer value in today’s multichannel world is understanding.

Whilst consumer brands have historically taken a more forensic approach to mapping customer touch points, analysing behaviour and building personas in order to understand how, when and where people are engaging with them and where the opportunities lie, many of today’s business brands fail to explore customer needs closely enough.

The paradox? Data remains both one of the biggest opportunities and biggest headaches facing B2B marketers today. The sheer volume of data businesses have access to is seen by many as an obstacle.

How will we capture it? How will we measure it? What are the legalities? We can’t afford a failed organisation CRM effort!

1 comment

Five handy Pinterest tools to help you measure success

https://assets.econsultancy.com/images/resized/0002/5578/econ_pin_boards-blog-thumb.pngWe've been somewhat surprised recently by Pinterest. While the platform has grown at a phenonmenal rate it probably isn't the first place you'd expect a fairly niche business like Econsultancy to succeed.

However, since starting our boards there, we've seen some very good referral numbers and even a few final-touch conversions, so I thought it was time to dig a little deeper and see how we could make the most of the platform going forward.

As such I've recently been trawling the net in search of measurement tools and it turns out there are already quite a few. Here, I've compiled five dedicated Pinterest tools that can help you make the most of your audience there...

6 comments

The grey swan of marketing: measuring value

Advertising guru Sir Martin Sorrel talked about the ‘four grey swans’ affecting the global economy when he released WPPs quarterly figures last week.

Grey swans being known issues and black swans being unknown, unpredictable events. It was Rumsfeld-esque. 

If we zoom into our own world there is a long list of things for marketers to be thinking about in a digital world which is changing more rapidly now than at any time in the last ten years.

But for me there is one big 'grey swan' - and that is how we measure value. 

3 comments

Dark Social: Attributing the invisible

https://assets.econsultancy.com/images/resized/0002/5090/question-blog-thumb.jpgEarlier this month, The Atlantic posted a fascinating article on social media referral traffic.

In it, Atlantic senior editor Alexis Madrigal makes some bold claims about the history of the web and the way that we consider social traffic, coining the phrase ‘Dark Social’ in the process. 

It’s a great post and I urge you to check it out, because in many ways I agree with Alexis’ sentiments, although I feel that this may not be quite the huge revelation it's been made out to be. 

Here, I'd like to take a closer look at this and the relative importance and attribution of this traffic....

4 comments

Tumblr announces its first ever analytics platform

Marketers everywhere (or those using Tumblr at least) can finally rejoice. Today, Tumblr and Union Metrics, Tumblr's preferred analytics provider, has announced the first ever analytics platform for Tumblr. 

Tumblr hosts 75 million blogs and users create more than 70 million new posts each day. Over the past 6 months, marketers have been able to pay for advertising by either pinning a post to follower's feeds or be featured in Radar on the right hand side of user's Tumblr dashboard. Success comes for brands if their content is good and suited for Tumblr - which includes great images and imaginative animated gifs.

Unfortunately all they know is how many times their post has been reblogged but not how many times it has been seen or reblogged off their reblog.

6 comments

Three lessons social marketers can learn from email marketers

The  world of social media has led to significant hype about the possibilities this  emerging channel offers  marketers.  And there is certainly a lot about social media that should get the experienced, informed and enabled marketer salivating. 

Social media is not, however, the first new channel marketers have had to adopt in recent years. We don’t hear much about how practitioners of social marketing can learn from their colleagues operating in other marketing channels, specifically email, which has evolved considerably in the last few years as well.

5 comments

Five handy social tools you may have missed

https://assets.econsultancy.com/images/resized/0002/3688/socbro_cover-blog-thumb.jpgThe social media landscape changes at such a pace that it’s nigh-on impossible to keep up with all of the various tools and platforms that emerge.

With that said I do try to keep abreast of new developments and over the past few weeks have begun using a variety of free tools which may have slipped under your radar.

,I thought it would be useful to run through a few of them here. If you have any new favourites then please do add them in the comments below as well.

9 comments

So, you want to compete on analytics?

You’ve set yourself the ambitious goal of being a best-in-class analytics-driven business.   One in which data is used not just to gain insights into the past, but to predict the future and to drive confident decision-making at every level. 

You’re familiar with the success stories - businesses like Expedia, Dell, eBay, Amazon to name a few – that have achieved staggering business growth and forged ahead of their competition by instilling culture of analytics from the top down. 

Your hope is to achieve the same level of sophistication and maturity in your own organization and outclass the competition.

10 comments

Get SMART with mobile

All too often organizations take a backwards approach to developing a mobile product offering and begin with a technology decision rather than a strategic plan. Statements like "We need an iPhone app" or "Let's do something with SMS" lead to siloed approaches and marketing fragmentation.

Success in mobile demands a systematic approach that begins with understanding your customers mobile usage, determining your product suitability to a mobile offering, defining your business objectives, and evaluating your level of commitment. Only once all of these steps are completed should you begin to implement the necessary technologies to achieve your mobile objectives.

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Is your site performing? Analytics can tell you

Getting converting traffic to your website is hard work, but once it gets onto your website do you really know what it's doing or how well it's converting?

A big part of any internet marketer's job should be reviewing a website's analytics to find those problem areas or those potential wins and then capitalising on them.

With the recent changes to Google and the fragile economy, now is a better time than ever to start making your current traffic work harder. So grab yourself a coffee and let's get started - this is going to be a long one!

2 comments