nick iyengar

  • Self-serve analytics: Dream or reality?

    Deriving consistent value from analytics is no simple thing. It’s common to focus on the technical challenges, and with good reason: Getting a robust, reliable deployment of analytics on your sites and apps is certainly a lot of work in and of itself. Over the years, the vast majority of the organizations I’ve worked with have had a vision of analytics as a self-serve resour ...

    Marketing Land- 16 readers -
  • Increase the impact of your testing program in 2017

    Many organizations are still new to the world of testing and optimization. Indeed, our “State of Digital Marketing Analytics in the Top 1000 Online Retailers” report showed that just 18 percent of the retailers ranked number 501 to 1000 in the list of the largest retailers are using testing and optimization tools.

    Marketing Land- 16 readers -
  • 5 New Year’s resolutions for analytics

    The holiday season is upon us, and with that comes the usual cycle of overindulging at the dinner table, followed by New Year’s resolutions to get back in shape. And while I, for one, plan to do both of those things, I think it’s also a good time to start considering some New Year’s resolutions for your analytics program.

    Marketing Land- 13 readers -
  • Activate your audience with a ‘measurement framework’

    For most retailers, simply collecting data on your sites, apps and customers isn’t the challenge. On the contrary, it’s more likely that you’re awash in data and struggling to consistently derive value from it. The challenge of actually activating your data for a competitive advantage is often thought of as a technical problem: If only we had these tools or these features, t ...

    Marketing Land- 15 readers -
  • Designing dashboards people will actually use

    Dashboarding and data visualization are hot-button topics in the analytics industry, and for good reason. Effective dashboards can democratize access to data across an organization and help foster a culture in which data is used to drive more and more decisions with demonstrable business outcomes.

    Marketing Land- 8 readers -
  • Google’s Optimize 360 creates exciting opportunities for testing & personalization

    By now, you’ve probably heard a bit about Google’s new Analytics 360 Suite of products, designed to give enterprises a truly integrated package of marketing analytics and optimization tools. While some of the 360 Suite is composed of products that have been around for a while — such as Analytics 360 (formerly known as “Premium”) and Tag Manager 360 — several of the Suite’s p ...

    Marketing Landin Google- 13 readers -
  • A new approach to measuring “engagement” on content-heavy sites

    We don’t usually think of it this way, but e-commerce sites are fairly straightforward to measure and evaluate — at least compared with their non-commerce cousins. We typically start with some basic revenue tracking and funnel data and iterate from there. But what about websites that don’t sell products — or even have any easily-identifiable conversions that users are suppos ...

    Marketing Landin Content- 15 readers -
  • To Maximize The Value Of Testing, Start With A Strategy

    Most marketers are well-acquainted with the concepts of A/B and multivariate testing, but for many organizations, getting involved in testing still represents stepping into a new frontier. In recent years, a variety of tools have made testing much easier, and therefore more attainable for more organizations.

    Marketing Land- 9 readers -
  • Why Tag Management Is The Way Forward In 2016

    In our recent white paper, “State of Digital Marketing Analytics in the Top 500 Online Retailers” (registration required), my colleague Amardeep Singh and I found that a full 42 percent of Internet Retailer’s top 500 retailers have yet to adopt a tag management system (TMS). While this may not have been surprising if we had been looking at the top 5,000 retailers, we were sh ...

    Marketing Land- 16 readers -
  • To Optimize Conversions, Focus On Everything That Happens Before

    There’s an old saying: If you watch your pennies, your nickels and dimes will take care of themselves. The same is true with your website’s performance, regardless of whether you run an e-commerce site or a lead-generation site. Over the past few years, marketers have acquired many tools that have helped them make the connection between “inputs” and “outputs” on their websit ...

    Marketing Land- 12 readers -
  • 5 E-Commerce Techniques To Know For The 2015 Holiday Season

    If you’re like most e-commerce organizations, you’re already deep into planning for the 2015 holiday season, aiming to optimize revenues during one of the most frenzied shopping periods of the year. According to IBM’s annual “Online Retail Holiday Readiness Report,” the holiday season continues to have a huge impact on shopping attention.

    Marketing Land- 35 readers -
  • Google’s Universal Analytics Two Years In: Hype Or Revolution?

    We find ourselves two years in to the highly touted release of Universal Analytics (UA). As we look at the analytics landscape, there’s no question that many organizations have migrated to Universal Analytics — at least, in the sense that they have technically implemented the latest version of Google Analytics.

    Marketing Land- 11 readers -