Digital Analytics

person using laptop

Choosing the right account-based marketing software can be a messy process.

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buying flowers online

In my daily work with ecommerce brands, I see two types of companies:

  1. The first type focuses on acquisition and conversion.
  2. The second relies on retention.

The second type is winning. Why?

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hurricane paths

Most hurricanes that reach the United States start off the coast of West Africa. Those storms join and split with other minor systems as they move across the Atlantic. Some dissipate into a mild breeze; others devastate coastal areas along the Eastern seaboard.

So what does an afternoon rainshower over Cape Verde tell you about the next Category 5 hurricane? Often, little more than a form fill tells you about the potential for a five-figure sale months down the road.       

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stitch

With a single click, a user can destroy Google Analytics data: Moving from an AMP page to the main site or the main site to a payment processor can turn one visit into multiple sessions, mucking up source data along the way. Keep reading »

google analytics 360 logo

For many, Google Analytics 360 is a black box. Marketing and sales collateral from Google is spartan, and common refrains about key features—like unsampled data—seem unworthy of a six-figure bill for most sites.

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funnels google analytics

Analyzing the customer journey is pivotal to conversion optimization. But how do you track user journeys in a way that is digestible, visual, and useful?

With funnels, of course! Funnel tracking in Google Analytics is one of the best ways to identify—in detail—where you’re going wrong.

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B2B Marketing Attribution: Models, Tools, and Processes

Talk to any B2B marketer about attribution and they’ll either roll their eyes or rant about how it’s important but hard to get right—long lead cycles, multiple contacts from a single organization, etc. Keep reading »

two women at computer

In 2009, Netflix offered $1 million to anyone who could improve the quality of its recommendation engine by 10%. It took two years, but a team finally won. Netflix paid the bounty—then ignored the code. Keep reading »

saas app data

Data is the life blood of any SaaS company. Data will empower you to make better decisions and help you grow faster. However, few companies make the most of their existing data or get access to the data they need. Keep reading »

code screenshot

In the world of data-driven marketing, more and more tasks require a bit of coding.  Keep reading »