All Things Growth and Marketing

For companies that build their analytics on Google products, purchasing Google Analytics 360 is a symbol of maturity. 

As a business grows, it inevitably runs up against limitations of analytics tools. For example, while the data aggregation process in Google Analytics seems like a “normal” feature, it might be a hurdle if your business needs to process data at the hit level instead of by sessions or campaigns.

It’s one of many potential business needs that could affect your decision to upgrade to a Google Analytics 360 license. But is it worth the serious investment?

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Set up the measurement tool. Clean and process the data. Turn it into information. Analyze it. Extract insights.

That’s hard work. But to have value, there’s still another step—the work must also be well communicated. You want data to form a straight line from KPIs to influencing business decisions.

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Affiliate Marketing

Bo Bennett once said, “Affiliate marketing has made businesses millions and ordinary people millionaires.”

At the same time, affiliate marketing has a mysterious aura. Many of the top search results for the term focus on what it is and whether you can make money from it.

The truth is that it’s not all that mysterious. It’s nothing more than another marketing channel for you to experiment with, analyze, optimize, and grow.

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There are hundreds of services for site tracking, advertising, customization, and, in general, souping up your ability to measure, reach, and convert your visitors.

Most services rely on JavaScript to track the activity of visitors on your website and report on—or respond to—their behavior.

When people talk about “tags,” they’re talking about snippets of JavaScript provided by third-party services like Google Analytics, AdRoll, Adobe Analytics, etc.

Each tool can improve your ability to reach and serve customers, but it also means adding a new piece of JavaScript (i.e. a tag) to your site.

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If there’s a consensus about anything in the mobile market, it’s that mobile ecommerce conversions are lower than on desktop.

Smartphones have the lowest conversion potential, but tablets also win fewer conversions compared to desktop.

For example, Monetate reported that, globally, desktop conversion rates are more than twice that of mobile devices:

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