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When you look at the evolution of digital measurement in the enterprise and study organizations that have achieved a significant degree of maturity, you’ll notice that they come in two distinct flavors: the analytic and the informational. Analytic organizations have strong teams studying the data and driving testing, personalization and customer lifecycle strategies. Informational organizations have widespread, engaged usage of data across the organization with key stakeholders absorbing and using data intelligently to make decisions. It’s not impossible for an enterprise to be both analytic and informational, but the two aren’t necessarily related either....
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Introduction “Wouldn’t it be wonderful, if someone could quickly provide their web analytics account credentials through a web interface and in no time know which Top 3 Landing Pages need immediate attention.”?” This was the inception of the idea from where we began, a quick and elegant data driven technique to assist Web analysts pondering over Website optimization. This formed the crux of the problem which the data science team here at Nabler realized could be very well optimized when converted to a machine learning exercise. The Concept The immediate models that hit the drawing board were classification models, since the...
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Everyone in digital advertising space talks about SEO, although they also do google for example "landing page optimization", people query about it approximately 17k times per month in malaysia but mostly failed to get the right answer. I have also searched a lot on this topic. Honestly speaking, I have read more than 10,000 articles, only then, I understood and applied my findings to get my desired behaviour. I am trying to share my experience about " How to optimize your website to get top search result in Google? " Firstly, consider the following points: Don't think to optimize for few trophy keywords Optimize...
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The world of marketing is changing. On one hand, there is tension between the demand for financial transparency and accountability. On the other hand, there are more complex demands, from multi-screens to social media blogs, powering customers in an increasingly digital world. This means there's a growing need for Return On Advertising Spend (ROAS) in real time, so that synergy between ROAS and Real Time Engagement (RTE) will complement each other. To understand more you have to analyse the performance of each network with a blending of two different marketing models: complete effect model and instant effect model. Complete effect model: Objectives...
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After reading the book, Web Analytics Action Hero , I decided to create a summary mashup of some of the approaches and information presented in the book. The book discusses applying the scientific method to web analytics in an efficient and systematic way the author calls the HEROIC approach. The author claims that this will help you answer important questions such as What, Why, and So What of an analysis. I put the below visual together to coalesce the information found in the book, and I use it a s a reminder of important steps I'll likely have to go through when taking on a new website optimization project. Kevin Kauzlaric is a...
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Marketing tools are rapidly evolving and marketers are spending more money on technology than ever before. But 1 in 2 marketers report that fragmented technologies impede their ability to create a consistent experience for consumers across the web, mobile and other channels, according to a survey released today by Signal, a global leader in real-time, cross-channel technology. The first global study of its kind, Signal’s Cross-Channel Marketing and Technology Survey found that marketers clearly recognize the importance of integrating the data-driven tools they utilize for email, ad-serving, search marketing, data collection, attribution, CRM and more....
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Here’s the thing about data. You can shape it into anything. The great sin, of course, is to shape the data into nothing, to gather up the disparate numbers and pile them onto a page. “Here,” you say as you brush the serif edges from your hands and let them all tumble together. “Have some data.” So you don’t do that. You wave your hands and swirl the data around into meaningful shapes and you create a story. And therein lies the thing. The rub. The conundrum. What story will you create? A true one, you say. Numbers don’t lie. Numbers are binary. Black and white. Concrete. Only you know none of those things are true. What you do know...
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The Google Analytics platform has been changing from a web analytics tool to a user-centric digital measurement tool (we’ve been calling it Universal Analytics ). This evolution includes a number of changes to the system and completely new features. But what can you do when you put all of these pieces together? I wanted to write a quick post about how a business could use the entire platform to better market to users on the web based on non-website activities. We’ll explore how to use offline and online data to create remarketing lists in Google Analytics. Before I start a hat-tip to my buddy Dan Stone – a product manager at Google Analytics...
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Note: This article was originally posted on the Marketing to Results blog. Recently I was reminded of an article from a little more than a year ago titled, “ 2013: The Year of Affiliate Attribution? ” It’s an interesting take and worthwhile read for those interested in affiliate marketing and the associated measurement challenges. Given that we are now midway into 2014, I thought it would be interesting to take a look at progress to date towards realizing a more holistic and accurate view of affiliate performance as part of a comprehensive cross-channel strategy. Most affiliate managers have a similar goal to manage the affiliate...
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What's will you find in this post: 2 Books recommendations - Summer read for Digital Analytics addict: Fundamentals in Digital Analytics & broader Customer centric view (from www.weboptimeez.com ) It's been a few weeks since summer is over and we are now in Back to School mood, showing off our nice pic and how tanned we are... And here comes the fateful question "What did you do this summer?". Well, now that I am a full grown-up and am living in Asia - I don't really get this feeling of end of Summer in September, as it's still 30 degrees in Hong-Kong and it's not going to stop before November approximately and I don't really get the...
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By: Shree Dandekar, General Manager | Sr. Director (Data Analytics) , Dell Predictive analytics is undeniably key for today’s marketing professional to gain insights that help grow businesses. A recent survey revealed that companies that rate themselves substantially ahead of their peers in their use of data are three times more likely to rate themselves as equally ahead in financial performance. Predictive marketing provides value to everyone from analyst to technology experts to web content managers in all industries. Here are just a few examples: A web experience manager can see how long an article should remain on a site before the...
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What you’ll get from this post: A deep exploration of significance testing, with useful recommendations for avoiding statistical error. Estimated reading time: 3 minutes; approximately 630 words. When we run an A/B test, we are evaluating the performance of a page and its variations against one another. In statistical terms, we classify such an experiment as a hypothesis test—at the end of which, we can hopefully determine whether there’s a relationship between a change to the page and an increase in performance. To estimate the strength of such a relationship, we use significance testing . ...
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What you’ll get from this post: In this Clickaways deep-dive, find out which comes first: the data or the test. Estimated reading time: 2 minutes; approximately 400 words. ​ One of the takeaways from this year’s Click Summit was that “an organization must embrace data before it can leverage testing.” This seems obvious on the surface, but it is actually a powerful insight that hints at the mechanism by which a testing culture can grow within an organization. It also suggests some practical steps for building a data-driven business. For a testing culture to take root, everyone in an organization must be encouraged and inspired to...
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The Digital Analytics Association defines Digital Analytics as the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimising digital usage. It’s not a minor thing that analysis and reporting are separated. Analysis and reporting are two really different things. 1. Analysis: Is the process of breaking a complex topic or substance into smaller parts to gain a better understanding of it. The technique has been applied in the study of mathematics and logic since before Aristotle (384–322 B.C.), though analysis as a formal concept is a relatively recent development. The word comes from the Ancient...
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What you’ll get from this post: A clear explanation of significance testing methods and guidelines for ensuring test results are reliable. Estimated reading time: 4 minutes; approximately 800 words. Imagine two colleagues at a coffee shop during a mid-morning break. Both order large coffees and move to the condiment counter to add milk and sugar. “I like it when they do this before pouring the coffee,” one comments to the other. “It just tastes better.” Incredulous, the other challenges the first to a taste test to determine whether this preference bears any significance . Back at the office, eight cups of coffee are prepared—four with...
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Let me first start out by congratulating you! You’ve accomplished one of the hardest tasks – convincing the leadership team to invest in their analytics. Many of us wish to be in your shoes. Demonstrating the value of analytics and the impact it has on the business is not an easy job. Now the pressure is on. But since you’ve done a fabulous job already, I have high hopes for you. You’ve sold the idea; you’ve hired great, eager people. Now what? “How do I train my Analysts? How do I get them up to speed efficiently and effectively?” Well, I’m so glad you’ve asked. Whether you’ve hired internally or externally, here are a few steps to help you train...
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Digital Analytics Competency Framework Progress Report #2 The CNN world headquarters in Atlanta takes up an entire city block and is a bit overwhelming. For three days in July, 2014, it graciously hosted the Digital Analytics Association Joint Task Force on Competency Framework Development. It took about a half an hour of commute time for the 15 of us to reach our meeting room ("Ability") after arriving at the front door. Once ensconced - it was off to the races - with only minor distractions from breaking news. This gathering in Atlanta was so interesting and so engaging that I only made it to the lobby bar on the first evening...
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Nate Silver's the Signal and the Noise is a forecasting book with broad appeal. Read this book if you want to understand more about decision-making, statistics and predictive analytics without having to mine a text book. The book is richly researched, well organized and packed with engaging examples. It is especially valuable for digital analytics professionals and marketing executives who may be facing pressure to provide more predictions. Readability: 4 out of 5 stars. The text is at the level of the Financial Times which is to say about 11th grade. Lots of compound complex sentences, footnotes and about 50-100 reference notes per...
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We generate data everywhere, every day, in many different forms; from our phones, to our payment cards, to our smart televisions, and computing devices. Even the infrastructure of where we live creates data – the traffic signals, speed cameras, billboards, buses; anything that contains a micro-processor or sensor-equipped, provides data about us. With an estimated “ 2.5 quintillion bytes of data” produced every day, it’s vital to be looking at how you can utilise the data available to help grow your business. In this post, we’ll be exploring the possibilities of harnessing Big Data to benefit the public sector. Big Data...
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This week in Atlanta, I will be meeting with 15 dedicated, digital analytics types in an attempt to answer some of life's imponderables: Who are we? What do we do for a living? How many knowledge and skills levels are there? What knowledge and skills are needed at each level? What might a job description look like at each level? How do you know which level you are? What do you need to know to get to the next level? What is the job title of the person you really need to add to your team? Under the auspices of the Digital Analytics Association (DAA), we are attempting to draw a map of our world....
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