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ERIC FETTMAN August 31st, 2015 Analytics and page tagging are part of a broader technology context within the enterprise and should be managed with the same attention as other deployments. Here at E-Nor, we encourage our clients to consider the bigger picture and guide them to mature in their analytics implementation, integration, and reporting processes. Part of that maturity is careful management of Google Analytics and Google Tag Manager in development and live production environments. When first including Google Analytics tags (and Custom HTML tags that support GA, such as for data...
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This article assumes a working knowledge of Google Tag Manager tags, triggers, variables, and data layer. To learn more about these subjects, see the GTM course at Google Analytics Academy . If you work in more of a marketing/analytics role, you can read through the post for the key takeaways and then review the implementation procedures with your developers. Social interactions that occur on your website clearly indicate a high level of user engagement, so there is no question that we need to track social interactions. More specifically, the questions are: What functionality do Google Analytics and the social networks provide to...
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Every organization wants to set expectations for progress, especially if they revitalize their analytics ecosystem with a brand new implementation. Benchmarks are key for contextualizing data and evaluating KPI progress in reporting. However, benchmarking is only useful if the strategy is accurate. While it would be great to see a 5% increase in conversions every month, you’d better have a reason to expect that aside from wishful thinking! Similarly to other data analysis tools, benchmarking is only useful if the strategy used to formulate them fully takes into account the complexities of underlying data. With that in mind, I’ll highlight the four most...
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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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In 2015, more than 60 percent of people in the United States use a smartphone, up from 35 percent in in 2011. And while smartphones continue to be used primarily for text messaging, calls, email, and Internet browsing, connected devices will dramatically impact the shopping experience and shopper behavior. In fact, six percent of smartphone users in the U.S. report having trouble shopping without their smartphones. Perhaps this is why, according to Google , mobile searches influenced 28 percent—nearly $1 trillion—in retail sales during the 2014 holiday shopping season. READ MORE: Four shopping behaviors to test this holiday season Clearly,...
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Referral spam is something we’re being asked about more and more – what is it, and how do we get rid of it? While there’s no perfect solution, there are some great ways to minimise the impact of referral spam on your Google Analytics data quality. Get started with our quick guide to removing referral spam. What is referral spam? Referral spam is any traffic that shows up in your Google Analytics account which does not represent genuine users browsing your website. Some examples you might have seen in your accounts include semalt.com, buttons-for-website.com and 100dollars-seo.com; but there are hundreds of others. Individually, most of them don’t generate...
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Creating a popular mobile app requires a combination of ingenuity, hard work, smart marketing, and luck. Testing, of course, is one of the best ways to understand how users interact with the app—which features are most popular and which are frustrating. This helps make the app more popular, more functional, and more likely to get shared and noticed. But native app testing can be challenging. While testing platforms like Adobe Target , Optimizely , and Qubit are slowly introducing more useful mobile app testing options, these tools still rely on SDK implementation. As a result the process still involves heavy coding, app updates, and resubmission for approval....
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What you’ll get from this post: 5 great test ideas that will prepare your site for back to school and Black Friday shopping periods. Estimated reading time: 4 minutes, 10 seconds; approximately 850 words. Summer has settled into the “dog days”—the several week stretch in late July and early August characterized by high temperatures. It’s a good time to replenish your sunscreen supply, sit by the pool, and polish off some light reading. And because of this, you’d be forgiven for forgetting about Thanksgiving, Christmas and the holiday shopping season that occurs between them. But as strange as it may seem, this is exactly the time to start...
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8 Best Practices for Starting Your A/B Testing - Sayf Sharif for LunaMetrics I’m often asked by companies who are looking to start up with A/B testing what best practices they should be aware of. My answers vary by time of day, week, season, and I try and give different answers to gauge the response to my advice. So far my human experimentation has proven the following: 1. It’s Science “I believe that if we use a different color blue on that button, more people will click it.” Start with a hypothesis and then try and prove or refute it. Don’t just do something to see what happens across tons of different metrics. If you randomly...
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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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