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Digital Analytics

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

Segment vs Mparticle

As is tradition with our other tool comparisons, this is not a dry feature-by-feature comparison of Segment and Mparticle. We won’t proclaim one is the ‘best’ customer data platform (CDP) for which every business, including yours, should use. Many factors, including your budget, company size, and current data workflow, will determine if either platform is the right fit. 

If you need a line by line feature breakdown, a quick Google search will serve you best in that case. 

Instead, we’ll be covering the core use cases that customer data platforms address and explore whether Segment or Mparticle ultimately deserves a spot in your tech stack. 

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3 Smart, Sustainable Ways to Monitor Your Organic Search Rankings

“Why don’t we rank first for [keyword]”? Every SEO analyst gets this question. And every business investing in SEO uses keyword rankings to judge performance.

Despite the flood of “organic rankings are dead” articles in recent years, I have yet to see a single business or agency that has given up on tracking keywords.

So are all those articles wrong? Or is everyone paying attention to the wrong metric? What makes sense when it comes to rank tracking in 2021 and beyond?

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Combining All Your Funnel Data into One Sheet

Like many young SaaS startups, we had no shortage of marketing and sales data, but it wasn’t easy to comprehend. The information was there, but it was scattered all over the place. 

Some bits and pieces could be found in Google Analytics, while other data was stored in BigQuery and ProfitWell. This arrangement made it challenging to give a quick answer to basic questions on user conversions or to comment on traffic rates and MRR. It wasn’t until we began creating custom dashboards to visualize our data that everything started to click. 

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Product Analytics: A Comprehensive Guide

According to Amplitude, product analytics “show you who your users are, what they want, and how to keep them.”

I remember the first time that a client told how they were able to increase their sign-up rate for their product by 22% while reducing their marketing costs. The secret to their success?

They simply used their analytics data to make informed decisions.

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Model Building from the Ground Up

After receiving a $500k budget increase, someone in the C-suite must decide where to allocate these funds: remarketing budget, R&D, events, website redesign, etc.

What should they do? Do they need more information to decide? Even with new information, will that clarify the percentage allocation of funds?

As consumer needs and technology become increasingly complex, so too do the decisions. Modeling is critical for complex decision-making. Relying on intuition alone can set you up for failure.

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Pitching a Data Strategy? Here's How to Ensure the C-Suite Says “Yes.”

Are you a CMO who thinks accurate attribution is a pipe dream? Or a customer experience director who has to hack together data to create something resembling a customer journey?

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5 Analytics Questions You Should Always Ask

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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Web Analytics Analysis

For a web analytics analyst or a data-driven marketer, these are words to live by: “Without data, you’re just another person with an opinion.”

Optimization isn’t about educated guesses and hunches, no matter how many years you’ve been in the industry. It’s about doing the research, asking the right questions, digging for clues in problem areas, paying attention to the signs when they appear, and running smart A/B tests.

Web analytics analysis is a big part of that. It helps separate the optimizers from just another person with an opinion.

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How to Calculate Lifetime Value for Subscription Ecommerce

Subscriptions are an increasingly common way to buy products online, whether consumables like coffee and energy supplements, or personalized lifestyle boxes and fashion. 

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UTM Parameters: A Complete Guide for Traffic Attribution

Traffic attribution identifies which sources drive visitors to a web property. And it’s impossible to credit a conversion to the correct source without first knowing how a visitor got to a website.

In other words, the foundation of conversion attribution is traffic attribution. Simple as it may sound, attributing a session to its traffic source can be tricky, even impossible.

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What’s on my mind

Hi, I'm Peep Laja—founder of CXL. I'm a former champion of optimization and experimentation turned business builder.

I do a lot of thinking, reading, and writing around business, strategy, and optimization. I send a weekly newsletter with what's on my mind on this stuff.

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