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Tomas Rodriguez, Product Marketing Manager, Signal By now, you’ve read the many “Marketers already have all the customer data they will ever need” thought-pieces. You have listened to speaker after speaker at technology conferences discuss how customers are evolving faster than brands, and the brands that catch up will be ones that make it. You are determined. You are focused. You will conquer your data. And now, you’re ready for your Rocky montage. You know, the one where you get up early in the morning, drink raw eggs for breakfast, slow-motion run on the beach to an 80’s drum-machine beat, and punch raw meat in a walk-in freezer? And three...
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Career Change Tactics to Steal My Digital Marketing Job - by Andrew Garberson for LunaMetrics. Running a marathon. Speaking a foreign language. Learning to juggle. All of these things are likely easier than changing a career. That is especially true in digital marketing, where aspiring applicants must hit the equivalent of a moving target because the industry changes so quickly. Do you want my job? Here is the blueprint to take it. But beware that I am doing these things, too, so you might have to settle for working with me . Make up for a lack of experience by marketing yourself. Personal websites are a fantastic way to prove that you know...
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Today’s marketers are increasingly attracted to solutions that claim to connect visitor IDs across devices to create more holistic customer views. Clearly the need for doing so is important given the ever-growing use of mobile devices. Market researcher eMarketer predicts “…that for the first time, more than one-quarter of the global population will use smartphones in 2015, and by 2018, over one-third of consumers worldwide, or more than 2.56 billion people, will do so.” Customers are engaging with brands in a myriad of ways. The expansion of mobile devices like smartphones, geo-centric wearable devices, and smart home appliances provide marketers with...
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“Privacy is an ancient concept” said Jim Sterne, Chairman of the Digital Analytics Association (DAA) at his keynote presentation at the recent Emetrics Summit in San Francisco. Sterne went on to ask the audience: “So, whom do we trust with our data?” “ Our data?” I thought. That got my attention. I’ve been working in and around marketing data and analytics for the best part of 30 years and it struck me, possibly for the first time, that there is an increasing challenge to the implicit assumption that data collected belonged to the organisation collecting it and not to the person that it was collected from. So do we have a “customer data revolt” heading...
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Putting the "Universal" in Analytics: Best Practices - by Jonathan Weber for LunaMetrics. Google Analytics’ newest generation, Universal Analytics , is so-named because it goes beyond just the web, opening up new possibilities to bring together measurements across customer interactions in many environments. The overall drive is toward a more holistic and complete view of our audience, whether it’s by rolling up data across sites , seeing behavior across devices and from web to mobile apps , or tracking non-web data using the Measurement Protocol for interactions such as offline transactions or email tracking . All of this is great. But...
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Aleetza Senn, Sparkline Originally posted on the Sparkline Blog In APAC, we have the fourth highest mobile penetration (148%) and spend 19.6 hours per month on Facebook, more than twice the global average (8.3 hours). These high levels of online activity are creating enormous amounts of data that can be a treasure trove for marketers, but can also be an enormous headache to evaluate. The World Federation of Advertisers recently released a global brand study that revealed 54% of marketers struggle to cope with the huge volume of data being generated from digital and online activity, and 49% struggle to deploy practical insights across the business....
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Author's note: This article was originally written by me for the Adobe Digital Marketing Blog on May 9, 2015. One of the primary challenges all tag management systems must address is how to extract data from webpages. One of the ingenious ways Adobe Dynamic Tag Management gathers and maps data is through its Data Elements function. Data Elements is not a new function to DTM. Marketing Cloud Evangelist Rudi Shumpert gave an initial overview of Data Elements in his August 2014 blog post . A fresh look at Data Elements is warranted though, because some recent updates have given it even more power. In this post we will retake a look at Data Elements along...
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By: Avinash Kaushik, Author, Digital Marketing Evangelist - Google, Co-founder - Market Motive Originally posted on Avinash's blog, which you can find here . The world of digital analytics seems to be insanely complicated. And, yes, some of it is. Third-party or first-party cookies anyone? And, are we tracking people, devices, web browsers or whoknowswhat? But it is a lot less complicated than you might believe. No. Really. A lot less complicated. I led a discussion the other day with a collection of people who were brand new to the space and some who were jaded long-term residents of Camp Web Analytics. When someone played the omg, it is all...
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Outgrowing Your Goals In Google Analytics - By Chris Vella for LunaMetrics Old Goals In the beginning, you launched your business’s website complete with Google Analytics (GA) tracking code. You wanted to do everything right, so you followed best practices and spontaneously created a few goals in GA. At the time, life was simple and you were thrilled if someone viewed a product detail page on your site. So thrilled in fact that you called it a GOALLLL! Times were different then, and so was your website. Let’s jump ahead 5 years. Now you’re getting 5 or 10 times more traffic per month, hypothetically. Your goals...
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Originally posted on the Web Analytics Demystified Blog by Partner, Michele Kiss. Vendors commonly pitch the need for “real-time” data and insights, without due consideration for the process, tools and support needed to act upon it. So when is real-time an advantage for an organization, and when does it serve as a distraction? And how should analysts respond to requests for real-time data and dashboards? There are two main considerations in deciding when real-time data is of benefit to your organization. 1. The cadence at which you make changes The frequency with which you look at data should depend on your organization’s ability to act upon...
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There are multiple analytics tools that excel at Customer Analytics and fill gaps in areas where Google Analytics may not have excelled. But over the last year or so, Google Analytics has been consistently pumping out new updates and has some solid offerings to help you understand and analyze your customers more effectively and close some of those gaps. Some highlights from these offerings are Flow reporting, Enhanced E-commerce, User ID, Data Import, and improved Audience Reporting. In this post I will discuss each of those separately and provide a short summary of what you should know about them and why you should be using each of those features....
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Inventing a Profession

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Inventing a Profession How often do you get the chance to invent a profession? To define The Job? To map out a new career? To identify what somebody in a new occupation does for a living. Here's your chance. We have two ways for you to help shape the future. Serve on our Self-Assessment Task Force or take part in the Job Description Task Force . The DAA just spent the past year identifying the knowledge and skills needed to perform specific tasks at three different levels of employment as a "Digital Analyst". Digital Analyst - You know: the webmaster who discovered log files, became a web analyst, and was then handed the...
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DAA is pleased to announce two new volunteer opportunities related to the Competency Development Project. Self-Assessment Project : Beginning this month, DAA will form a new project task force charged with guiding the development of the Digital Analytics Self-Assessment. This online tool will help digital analysts explore career roles they desire, discover the skills necessary to function effectively in each role, and identify the resources available to build those skills. The task force will be comprised of 5 - 6 members with experience across the profession. The task force will focus on review of and recommendations for the...
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Employers and employees deserve better. Every year, we see the same headlines touting the results of the latest studies on the American workplace and the mindset of the American worker. And every year, we hear the same things: average American employees are not satisfied, and it’s primarily due to their boss. But is there more to it than just that? Business success is often predicated on how well employers understand and react to their employees’ needs. Employees have a choice after all, and they will ultimately vote with their feet. If they are satisfied and engaged, they are more likely to stay. Conversely, if they’re not satisfied and engaged, why would...
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Multidisciplinary, cross-organizational , analytic, and creative—testing, it could be said, is far from child’s play. Yet there’s something every toddler does that could help solve some of the biggest challenges testing programs face. When children reach the ages of two and three, they adopt a technique that helps them learn about the world and make connections between events—toddlers vigorously and persistently ask “why?” This behavior can be frustrating for parents driven to find an answer to an endless string of increasingly specific questions, but the process is actually really important—and not just for child development. In fact, a similar method...
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The cohort was the basic tactical unit of Roman Legions following the reforms of Gaius Marius in 107 BC. Initially a Roman legion consisted of ten cohorts, each consisting of 480 men. Today we use the term cohort to distinguish between groups of consumers to help us make them spend more money on things they probably don’t need. Progress? I guess I’d rather live in a world where we try and get people to spend more money on shoes, than die violently by taking a spear to my chest while fighting Carthaginians; but it’s close. And now Google Analytics has a fancy new Cohort Analysis Report that lets us analyze the death rates from the Second Punic War… Er…...
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In one of my recent Adobe SiteCatalyst (Analytics) “Top Gun” training classes , a student asked me the following question: When should you use a variable (i.e. eVar or sProp) vs. using SAINT Classifications? This is an interesting question that comes up often, so I thought I would share my thoughts on this and my rules of thumb on the topic. Background Information As a refresher, SiteCatalyst variables like eVars and sProps are used to store values that break down Success Events and Traffic Metrics respectively. For example, if you have a metric for onsite searches, you should be setting a Success Event and if you want to see that Success Event...
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Regardless of what type of website you manage, it is bound to have some sort of conversion funnel. If you are an online retailer, your funnel may consist of people looking at products, selecting products, and then buying products. If you are a B2B company, your funnel may be higher-level like acquisition, research, trial and then form completion. Many of my clients want to model their conversion funnels in Adobe Analytics (SiteCatalyst) so they can se where visitors fall, in what percentages and how these buckets change over time. Unfortunately, this isn’t one of Adobe Analytics’ strong suits. In this post, I will share why the out-of-box conversion funnels...
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The evolution of customer and employee expectations is impacting business results for all retailers in a big way. In my BIG !deas sessions at the National Retail Federation’s (NRF) Big Show , I discussed how employee engagement influences the customer experience and how that experience drives business results. My presentation focused on new research that pairs the results of the retail chain store portion of the Answers™ Experience Index (AXI): 2014 U.S. Retail Edition with employee engagement data from those same stores (collected as part of our research for The Answers™ American Employee Study ) and quantitatively validates the causal relationship...
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In October 2014, Simo Ahava from Netbooster Finland wrote an excellent blog post entitled " #GTMtips: Once UserID, Always userID " about the use of Google Universal Analytics' UserID across sessions: http://www.simoahava.com/gtm-tips/once-userid-always-userid The same day, Peter O'Neill from L3Analytics in the UK bounced on the article and started a Twitter conversation ( @peter_oneill ) about whether a visitor should continue to be identified and measured after having expressly logged-out from a website section or application. At the end of October, during eMetrics London, and following my session " From Über Creepy to over Compliant " as well as...
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