Channel: Analytics & Conversion

    • Without data, your marketing strategy won’t cut it in 2017

      In the beginning, there was no light, and marketers were forced to rely on “gut feeling” when it came to assessing the success of marketing initiatives. We simply lacked the tools and information needed to scientifically conceive of and measure the effectiveness of our efforts. Even as more effective data analytics tools started to become available, many marketers preferred ...

      Marketing Land- 18 readers -
    • The truth about transparency in digital advertising

      Look through the websites of technology providers throughout the advertising ecosystem, and you’re bound to see some variation of the word “transparent” as a key value proposition across many of them. My employer, Nanigans, is no exception. It’s presently a hot term for online advertising in general, particularly in light of a report on the subject from the Association of Na ...

      Andrew Waber/ Marketing Landin Display- 12 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- 10 readers -
  • New wave of referrer spam wrecking Google Analytics data

    … A new surge of referrer spam is damaging Google Analytics data sets. These attacks have rendered the Traffic Referrals report useless for many Google Analytics properties. The problem can even be so significant for small business sites that it seriously distorts the number of sessions and page views. In the following example, lines 1, 2, 5, 6…

    Marketing Landin Google- 12 readers -
  • Generating leads from content: Placing calls to action

    … the visitor to visit a landing page. The advantage of strategy 1 is that it doesn’t require the visitor to leave the page, where conversion rates are usually higher. The advantage of strategy 2 is that dedicated landing pages with a specific offer have higher conversion rates than content landing pages. We’ve found that conversion rates for dedicated…

    Brian Massey/ Marketing Landin Content- 7 readers -
  • Turning content pages into lead generators

    …. Typical landing pages are graded on their conversion rate, the number of people who take action divided by the number of people who see the page. Content pages tend to be graded on softer metrics, engagement metrics. Time on page and pages per visit are two soft metrics. If your business is investing in content to generate leads and sales, you need…

    Brian Massey/ Marketing Land- 7 readers -
  • comScore sunsets its Compete PRO service and recommends SimilarWeb to its clients

    … In April, media measurement firm comScore bought the Digital Intelligence unit of market research firm Millward Brown, which had built the unit around its previous purchase of web traffic analysis firm Compete. comScore launched a PRO web traffic service, based on what Compete — a competitor to comScore — had provided. On the same day in April…

    Marketing Land- 12 readers -
  • 7 Google Analytics reports that demystify your B2B audience

    … In my previous article, I discussed ways to measure and analyze website traffic, engagement and conversions. In this piece, I share seven of my favorite Google Analytics reports that help B2B marketers further analyze and understand website visitors. 1. Geographical report If you target certain regions or are running advertising campaigns…

    Marketing Landin Google- 20 readers -
  • Why marketers must be data-driven

    … In today’s highly competitive digital economy, the result that counts is revenue, and the only way to ensure your marketing team delivers that result is through data-driven marketing. This may seem simple, but many B2B marketers face a data dilemma: either they lack the data they need to make effective business decisions or they lack confidence…

    Marketing Land- 16 readers -
  • Google Tag Manager now supports AMP (Accelerated Mobile Pages)

    … been possible, it can be confusing and cumbersome for folks who are new to AMP or who have tagging needs beyond tracking a basic page view. That’s why, in addition to Google Analytics, AMP containers in Tag Manager provide support across Google’s ad platforms including AdWords and DoubleClick. You will find more than 20 tag types available out…

    Matt Mcgee/ Marketing Landin Google- 11 readers -
  • 3 popular CRO tactics (that can backfire terribly)

    … Conversion rate optimization (CRO) is an easy enough idea to understand. You perform tests, measure activity, and then choose a winner based on the results. Unfortunately, many popular CRO tactics can actually hurt your business if not done correctly. In this post, I’m going to share three such tactics — and show you how they can backfire…

    Marketing Land- 7 readers -
  • Google Surveys 360 joins the Analytics 360 Suite

    … Google has announced big changes to its four-year-old Google Consumer Surveys product. It’s essentially splitting the tool in two: a new version specifically for enterprise-level marketers that’s integrated into the Analytics 360 Suite, and the existing consumer-level survey tool that’s been renamed and moved under the Google Analytics umbrella…

    Matt Mcgee/ Marketing Landin Google- 9 readers -
  • Brands must close the loop on audience segmentation

    …, ingrained campaign features like media channels and spending are often the focus of the performance evaluation, rather than the performance of the different audience segments. Greg Pharo, a director of market research and analysis at AT&T, has suggested that many marketers focus too closely on the financial returns of individual marketing channels…

    Marketing Land- 8 readers -
  • Activate your audience with a ‘measurement framework’

    … buy, a strategic, objectives-driven approach to analytics — what I call a “measurement framework” — is a prerequisite to creating value using your organization’s data. Indeed, all the work we do in analytics, whether on the technical side or the number-crunching side, should be driven by a robust, documented framework for analytics. Putting…

    Marketing Land- 10 readers -
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