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.Keep reading »
When most people think about tag management, they think about Google Tag Manager (GTM), Adobe Launch, and Adobe DTM. And, usually, companies are using the tag manager provided by their chosen web and/or app analytics vendor.
This article highlights what a vendor-agnostic tag manager product, Tealium iQ, brings to the table. Tealium iQ is a feature-rich product that also has a unique angle to tag management compared to the market-dominating products.Keep reading »
Fortunately, many issues—such as updating a user status from your CRM or sending refund data—are solved by using Google Analytics’ Measurement Protocol:Keep reading »
When it comes to Google BigQuery, there are plenty of articles and online courses out there. Most are “tech to tech” explanations—which are great. But they can be intimidating for those beginning their marketing-to-tech journey.Keep reading »
If you’ve ever tried to build an attribution model that wasn’t position-based (i.e. last click, first click, linear, etc.), you might have felt overwhelmed. But customer paths are non-linear and pretty complicated—sooo many things influence conversions.
Most businesses have a lot of data about customer behavior: the devices they use to purchase, ads, competitors’ pricing, keywords, etc. But they can’t make sense of it all.Keep reading »
“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.Keep reading »
A few years ago, our developers rolled out Angular on a few key web pages—without consulting the web analytics team. The pageviews on some of the pages suddenly dropped to almost nothing.
I bought two books on Angular to try to find a solution. Meanwhile, my manager stumbled on an alternative syntax for tracking pageviews in Adobe Analytics. As we found out, a similar alternative syntax also exists to track clicks (and anything else).Keep reading »
As Peter Drucker famously wrote, “The aim of marketing is to know the customer so well the product or service fits them, and sells itself.”
In conversion optimization, we talk about the importance of knowing our customers a lot.
But we rarely talk about the process of strategically segmenting our audience so that our products and services can sell themselves.Keep reading »