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My last article detailed the benefits of focusing on website analytics specifically around site search data.
This article continues with the same theme of valuing website analytics, but the focus turns to unbranded keyword traffic.
In the context of reviewing analytics, “unbranded keywords” are those words/phrases not containing the retailer’s name.
People who type “Apple iPod Nano” into Google and land on the JB Hifi website is an unbranded keyword phrase from the perspective of JB Hifi. The keyword phrase “JB Hifi” is a branded term for this retailer.
Understanding the dichotomy between branded and unbranded keyword phrases is necessary in order to effectively assess site performance and build a focused plan for growth.
Along with custom reports (and sometiimes in conjunction with them), custom advanced segments are a great way of gaining extra insight and value from your Google Analytics account.
In this post, I'll round up ten very useful custom segments that you can import straight into your GA account, and save yourself the trouble of creating them yourself.
Please suggest any other segments you find useful in the comments...
Google Analytics is a great tool, but its standard reports can be limited, so a little customisation is necessary to improve the quality of insight you can gain.
One way to do this is to create custom reports, which is an excellent idea, and another is to use GA's advanced segments, which allow you to filter reports to find the insights you need.
In this post, I'll explain how to use advanced segments. It's for GA beginners really, so I apologise in advance to any GA experts reading this...
Last week I published a list of ready-made custom reports for Google Analytics, including ways to measure links, PPC campaigns, sales by time of day and more.
The reaction was very positive, and in the comments and related G+ discussion, more great custom reports were suggested, so I've rounded them up here.
Google Analytics's standard reports can be limited, so a little customisation is necessary to improve the quality of insight you can gain.
If like me, you're a relative amateur with Google Analytics, ready-made custom reports can save you a lot of time.
There are various reports here, some useful for publishers, some for ecommerce sites, and some for SEO analysis.
Just log in to your Google Analytics account and click the links to add these to your custom reports list...
The average person has around 41 apps on their phone; these range from social and gaming apps, to daily deals, retail and media apps.
As mobile traffic continues to gain traction on web traffic, and as apps continue to be a vital channel for keeping the consumer engaged, it has never been more important for brands to monitor how their apps are performing to ensure they are delivering the experience users expect.
At the end of 2012, Google introduced some genuinely cool changes to its Analytics products.
These were the kind of changes that get whoops from the audience when announced at the Google event in California (although in the UK the reception was predictably more… British).
The big thing is a new tracking method: user-centric, multi-sessional, multi-device tracking...
Data has become such a popular topic in digital marketing circles that we're running out of metaphors. But whether you think of data as the oil of marketing, a firehose of numbers or the next gold rush, chances are that your organization is still coming to grips with the possibilities and realities of "Big Data."
As a great end of the year Google Hangout, join us December 13, 2012 at 12:30 EST as we discuss cutting-edge data techniques for supercharging advertising used by global corporations for marketing as released in the latest Econsultancy report "Best Practices in Data Management." Data Management Platforms (DMPs) and Audience Management Platforms (AMPs) are all the rage, but getting the most out of data for audience segmentation, insights, and targeting takes more than just a relationship with a vendor.
Data is everywhere. As the cost of storing and collecting data decreases, more of it becomes available to marketers looking to optimize the way they acquire new customers and activate existing ones.
In the right hands, data can be the key to understanding audiences, developing the right marketing messages, optimizing campaigns, and creating long-term customers. In the wrong hands, data can contribute to distraction, poor decision-making, and customer alienation.
Over the past several weeks, I asked over thirty of the world’s leading digital data practitioners what marketers should be thinking about when it comes to developing a data management strategy.
The result is the newly available Best Practices in Data Management report. A few big themes emerged from my research, which I thought I would share.
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.
Although it's fast becoming a hot position, ask different people what a "data scientist" is and you'll get different responses. Invariably, you'll hear buzzwords like Big Data, Hadoop and Cassandra, as well as technical terms like predictive modeling and regression analysis.
If you're not familiar with these, the role may be something of a mystery, but it is an important and lucrative one at many tech companies.
We’ve been investigating how and when the free version of Google Analytics uses data sampling to give you information on what’s happening on your website, and what that means for your data.
My colleague Adam put together his thoughts on the matter and I wanted to share these with you here.