All Things Data-Driven Marketing

How to Use Google Optimize & Tag Manager for Personalization

About two years ago, I wrote an article on using Google Tag Manager (GTM) to personalize your website. Even then, people asked why I wouldn’t just use Google Optimize. At the time, the answer was simple: Personalization was part of Google’s six-figure paid solution.

However, in November 2018, Google released the functionality to all users. Since then, Google Optimize has become a primary platform to initiate personalized experiences. But GTM is still critical to overcome its enduring limitations.

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Tracking Multiple Domains: Setup & Reporting for Dozens of Sites

How do you coordinate the analytics setup of a web shop that sells their products all over the world—if you have to handle 10+ languages and currencies in over 80 countries?

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How to Scale Organic Traffic (Without Writing a Million Blog Posts)

In-house SEOs and consultants alike are routinely challenged to find new opportunities to expand organic traffic. But the classic approach of researching new keywords then writing articles for those that match your domain strength doesn’t work for all sites.

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Kaggle: A Marketer's Guide for Analytics and Data Science

Kaggle, the Google-acquired data science platform, started as a virtual meeting point for machine-learning geeks to compete on predictive accuracy scores.

It evolved into a Swiss Army knife for data science and analytics—one that can help data professionals, including data-driven marketers, elevate their analytics game.

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Behavior-Based Attribution Using Google BigQuery ML

Why create a custom attribution tool? Because with out-of-the-box tools, you’re limited by their functionality, data transformations, models, and heuristics.

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The 10 Most-Read Articles of 2019

Time flies when you’re having fun. We published almost 90 posts this year. Here are the articles that captured more eyeballs than any others.

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The 2019 State of Conversion Optimization Report

This is the fourth edition of our State of Conversion Optimization report. The upward and downward trend data is increasingly interesting.

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Want to Know a Secret? Your Customers Do.

The carefully evasive proposal included intriguing tidbits: Jeff Bezos laughed when Mr. Kamen assembled an It for him [. . .] The proposal also included proclamations from tech-world celebrities like Steve Jobs, Apple’s founder, that the device might change urban life and could be as significant as the development of the personal computer.

The New York Times, January 2001

Dean Kamen’s code name for the project was “Ginger.” That was all most people knew. But few could wait to learn more. Deprived of source material, journalists wrote articles about articles. Finally, in December 2001, came the big reveal: Ginger was the Segway. 

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Abandoned Cart Email Offers: What We Learned from 1,000 Ecommerce Brands

Cart abandonment is a huge issue in ecommerce. So cart abandonment emails are often a top revenue generator. And discounts and offers within those emails are proven tactics for increasing conversions. 

All standard wisdom. But we wanted to see how ecommerce brands deployed their offers. Are “best practices” for offers prevailing? Which strategies are brands using—or neglecting?

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How We Took on Slack (and Lived to Tell About It)

How do you compete with one of the biggest names in your industry—and with a brand new product?

Three years ago, we launched Chanty, a SaaS application for team chat. This was nothing new. Thousands of apps are born and die each year. There was one difference—we were going against Slack, the giant that is the SaaS role model. Call it bold or stupid, but we had our work cut out for us.

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