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Digital Analytics

What is happening, where and how much? Practitioner-written articles on digital analytics and tag managers.

The Marketing Matrix Guide: Understand & Engage Your Customers

The difference between great ideas and great marketing is in the planning. A great idea has the potential to drive traffic and sales, but if you don’t communicate it in the right way to the right people, it will never take off. 

In this article, you’ll learn how to plan and validate content using a marketing matrix so your next great idea strikes a chord with your target audience. 

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Digital marketing metrics and kpis

Marketing metrics are a competitive advantage. They allow you to create and optimize campaigns based on actionable evidence rather than intuition. 

But to turn data into insights and money, it’s not enough to simply collect information. You have to track metrics you can act on. 

In this article, you’ll learn which metrics to measure if you want to understand and improve marketing performance.

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Digital Analytics

Intuition is no substitute for data. As Dr. Eric Bonabeau says, “The more data you have to weigh, and the more unprecedented the challenges you face, the less you should rely on instinct and the more on reason and analysis.”

With digital analytics, you have access to all the data you need to make smart decisions without solely relying on feelings.  

In this guide, you’ll learn how digital analytics can benefit your business and how to use it to communicate with stakeholders. You’ll also discover digital analytics tools and the most complete digital analytics training to help you better understand your customers.

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Data visualization examples

According to Dell, data is the new crude oil of modern society. It’s mined, it’s processed, and it’s valuable—when you know what to do with it.

Data visualization turns raw data into accessible charts, graphs, and maps to help you share it, learn from it, and make data-driven decisions. But game-changing campaigns are only possible if visuals present information in the right way. Get it wrong, and the message is lost.

In this article, you’ll see eight of the best data visualization examples to inspire your internal and external marketing efforts. 

You’ll learn when to use them, what to avoid so you don’t overwhelm or confuse your audience, and five tips for creating these visualizations yourself. 

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Data storytelling

Investing in data lets you make strategic business decisions based on insights rather than instinct or opinion. It reduces risk and drives smarter investments.

But data has no value without understanding. While the data might make sense to you, it might appear as meaningless numbers on a page to people outside of your role. 

The benefits of data lie in the way you communicate it. 

In this article, you’ll learn why data storytelling is an important skill and how to use data presentation and visualization to influence your audience.

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Heat maps

Heat maps are a popular conversion optimization tool, and for good reason. We leveraged correctly they are a powerful way to better understand your audience and deliver more value.

So what can heat maps answer?

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Data analytics questions

In digital analytics, it’s all about asking the right questions.

Sure, in the right context, you can probably get by doing what Avinash Kaushik refers to as “data puking,” but you won’t excel as an analyst or marketer.

In addition, you’ll consistently come up short on bringing true business value to your company.

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Google Analytics custom reports

Statistics are like bikinis. What they reveal is suggestive, but what they conceal is vital,” said Aaron Levenstein, a former professor of business administration at Baruch College. [Tweet it!]

The same is true of your data in Google Analytics. Most of what you spend your time looking at (and re-looking at) is merely suggestive.

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Growth Marketing: The Skills and Frameworks You Need

When WordStream began receiving complaints that the seven-day free trial of their PPC management software wasn’t long enough, the brand decided to A/B test 14-day and 30-day trials.

The results? Prospect trial to conversion rates fell with the longer trials.

WordStream confirmed that seven days was plenty of trial time, and they didn’t need to waste resources chasing customers down a longer funnel. 

No changes were made to the customer journey, and it had nothing to do with revenue lift. Yet, this was a successful growth marketing campaign. 

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Propensity modeling

C.F. Kettering once said, “My interest is in the future because I am going to spend the rest of my life there.”

When we look at data and analytics, we’re focused on the past. How did we do last quarter? What happened H1 2019? And how does that compare to H1 2018? How well did landing pages X, Y, and Z convert last Monday at 1:03 p.m.? (I’m kidding, I’m kidding.)

Data becomes more valuable when we use it to predict the future instead of just analyzing the past. That’s where propensity modeling comes in.

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