Channel: Analytics & Conversion

    • Digital analytics industry veteran roundup: What’s in store for 2017

      Last year at this time, an impressive group of data and analytics industry specialists answered a single question in preparation for the year to come: “What gets you out of bed in the morning when you think forward to data and analytics in 2016?” Their answers did not disappoint, so here’s an update to what industry advocates, colleagues, friends, and even my close competitors in digital ana.

      David Booth/ Marketing Land- 27 readers -
    • How analytics data should fuel creativity

      We’ve all been hearing that the quality of the customer’s experience is now what determines the success of a brand’s efforts. But, did you know that it is predicted that by 2020, 85 percent of a customer’s relationship with a brand will lack any human interaction? If that proves true, then dynamic and personalized digital interactions will be more important than ever.

      Loni Stark/ Marketing Landin How To's- 24 readers -
    • Integrated Marketing Analytics: Creating a single source of data truth

      Creating a single source of data truth to optimize marketing investments and performance may seem like a daunting task. But it can be simple with the right approach and technology. Join Cardinal Path’s David Booth and IBM’s Andrew Douglas to learn the right ingredients and best practices to get integrated marketing analytics right, so you can achieve your business goals in 2017.

      Marketing Land- 14 readers -
  • 6 UX principles marketers can’t afford to overlook

    … existing forms is to reduce the number of fields. Setting aside the fact that humans are lazy and would rather type one less thing into a box, it has been proven that shorter forms result in higher conversions: Take this behemoth with 18 fields as an example: By cutting the form down to just six fields — the only fields that mattered — the company…

    Marketing Land- 18 readers -
  • The tracking trap in digital marketing

    …. The probabilistic attribution might show some lift, but conversions from radio are often time-shifted and can even be geo-shifted because listeners are driving. So that leaves us with geographic incrementality — a mushy metric. This type of data is not going to provide a lot of insight into which messaging performed best, or which radio stations drove the best…

    David Rodnitzky/ Marketing Land- 28 readers -
  • Cheap data: You are about to get so much better at marketing

    … was wrong with the page. We paid eye-tracking firm Sticky.ai about $250. Something has changed. While we had our heads down, positioning products, creating campaigns, managing vendors and agonizing over copy, something definitely changed. In 2016, global brands continued to brand themselves. Marketing departments continued to do more with fewer…

    Brian Massey/ Marketing Land- 17 readers -
  • 6 questions to help you evaluate an attribution modeling vendor

    … Full disclosure: I am not a data scientist, yet below I’ll talk about modeling for marketing measurement. Disclosures are tricky. Facebook will be sued over its disclosure of the snafu in its video metrics. Would they be in this legal mess if they had not revealed the mix-up? I think the answer is yes, eventually, as truth cannot stay hidden…

    Marketing Land- 12 readers -
  • How to get the most value from your marketing metrics

    … Digital, 57 percent of senior marketers are satisfied with how much influence data has over their marketing decisions, and 56 percent are satisfied with how easily they can access the data they need. In more good news, The Analytics Advantage, a report published by Deloitte on the state of data analytics in successful businesses, claims…

    Marketing Landin How To's- 11 readers -
  • 5 effective ways to improve your website’s checkout conversion rate

    … to check out as a guest: A/B test these tactics, and measure the conversion rate for you business. 3. Clear calls to action Don’t leave people confused. Tell them exactly what to do with a clear call to action. What might be obvious to you (or your designer) might be obscure to your non-tech-savvy users. If you have older customers who may be less…

    Marketing Land- 22 readers -
  • New wave of referrer spam wrecking Google Analytics data

    … or corporate marketing department responsible for hundreds of sites, that’s a non-trivial cost. For the entire Google Analytics user base, it’s a lot of money. There is also an associated risk, because complex filters and .htaccess file rules inevitably have bugs and require thorough testing. One wrong filter can wipe out a large swath of traffic data…

    Marketing Landin Google- 16 readers -
  • The truth about transparency in digital advertising

    … audiences. It understandably becomes harder to reliably identify and key in on similar nuances when data is aggregated up to a platform or audience level, which is more of a summary in nature. 3. Will we have the ability to measure and act on incrementality? A succinct definition of revenue incrementality comes from this column written by Sebastien…

    Andrew Waber/ Marketing Landin Display- 14 readers -
  • 5 New Year’s resolutions for analytics

    … the integrity of the data in your marketing stack. It’s much better to proactively scrub your web analytics data, your CRM data and so on, and discover that everything is working flawlessly, than it does to be blissfully ignorant of data quality issues lurking in your systems. Auditing your data is relatively quick and easy and promotes broad trust across…

    Marketing Land- 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- 8 readers -
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