How To Guides: Marketing Analytics

  • Retailers: Here are the building blocks for winning the digital shelf

    … “How should we analyze our online sales presence?” Every company that sells online goes through several stages of thought to answer this question. On the data side, perhaps they initially stick to familiar in-store metrics, before eventually moving to new web-centric, customized data points. In terms of staffing the management and analysis…

    Andrew Waber/ Marketing Land- 19 readers -
  • 4 deceptive Google Analytics metrics that fool retail marketers

    … In the world of web analytics, not all metrics are created equal. Some can stand alone on their own, giving you valuable insights into business performance at a glance. We call these metrics Key Performance Indicators (KPIs), and depend on these metrics to guide our marketing efforts, especially as we head into the busy holiday season…

    Marketing Landin Google- 23 readers -
  • Identifying top analytics talent in a competitive environment

    … One of the biggest challenges of working in the digital marketing analytics field is finding quality talent. Much of what we do day-to-day still isn’t taught in universities. Standards for credentials are generally low, so most certifications don’t carry much authority. As an industry, we’ve scarcely agreed on what to call anything, so it’s…

    Marketing Land- 26 readers -
  • Two social media attribution models to use instead of last-touch

    … social channels. You can decide which approach will work best for your particular situation. The single-touch model The days of referring to social media efforts as strict awareness marketing are long gone. Between promotional posts, blatant CTAs and paid advertising, businesses use their social channels to drive leads and purchases every day. So…

    Marketing Landin Social- 17 readers -
  • Self-serve analytics: Dream or reality?

    … of analytics as a self-serve resource that takes root once an implementation is complete and yields fruit forever after. I prefer to be a bit more pragmatic — rather than chasing a vision of “self-serve,” I try to help organizations get to a place where analytics creates consistent value, regardless of exactly how that happens. In the real world…

    Marketing Land- 27 readers -
  • 4 advanced targeting strategies for B2B marketers

    … The digital world gets noisier every day. That’s why it’s becoming more and more important in B2B marketing that we truly understand the multiple stakeholders that make up our target audience, their unique worldview, the specific problems they are trying to solve, and the impact they each are trying to make within their organizations. There…

    Marketing Land- 17 readers -
  • UTM tags + Facebook ads = awesome

    … Last-click attribution marketers cringe when they think of Facebook Ads Manager’s reporting. The closest you can get to last-click attribution is one day after click. That’s simply not good enough when you’re used to Google Analytics holding your hand and showing you which source is creating conversions. If your business is testing out…

    Marketing Landin Social Facebook- 17 readers -
  • Why brick-and-mortar retailers need to go digital with analytics

    … While online shopping continues to grow and meet consumers’ needs for convenience and competitive pricing, brick-and-mortar stores still ultimately bring in the greatest percentage of retail transactions. Why? Many consumers enjoy and prefer the hands-on and face-to-face experience that brick-and-mortar retailers offer. Personal interaction…

    Marketing Land- 30 readers -
  • Are you leveraging these underutilized Google Analytics features?

    … If you’re a digital marketer these days, odds are extremely good that web analytics is a major part of your toolkit. With its massive adoption in the market, odds are also good that the tool you’re using is Google Analytics. But are you really getting everything you can out of it? Here at Cardinal Path, we help our customers extract the most…

    David Booth/ Marketing Landin Google- 37 readers -
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