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.
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Think back to the last experiment you ran for your SaaS company. What were you trying to learn or improve? Maybe you wanted to increase email captures or free-trial leads.
Now try to think of the last time you experimented with something other than your acquisition strategy. If you’re struggling, you’re not alone.
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Google Analytics and Google Tag Manager have limitations. Often, these limitations are outside your control (e.g., technical aspects of a website that can’t be changed).
Fortunately, many issues—such as updating a user status from your CRM or sending refund data—are solved by using Google Analytics’ Measurement Protocol:
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Marketers of all stripes are obsessed with tools.
This obsession has bred comprehensive lists of growth tools, SEO tools, and general online marketing tools. It is no different with us in conversion optimization. We nerd out on testing tools.
Though no optimization program has ever hinged on which tool you used, there are important distinctions between A/B testing tools—from the statistics they use, their price, and more.
One thing that is often either overlooked or misunderstood is the difference between client-side and server-side testing tools.
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Every industry is plagued by myths, misunderstanding, and half truths. This is especially true in digital marketing, and conversion optimization is no exception.
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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.
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Five years ago, I was trying to build links—and failing. In fact, I was failing so hard that I had to work without getting paid while building only a couple of links a month.
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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.
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That it costs five to seven times more to acquire a customer than it does to retain one isn’t entirely true.
The origins of this myth can be traced back to the 1980s when the Technical Assistance Research Project published research that stated the cost of customer acquisition was significantly higher when compared to the cost of customer retention.
Soon after the research was published, other institutions like the Customer Service Institute, Consumer Connections Corp., and ITEM Group all “found” similar data.
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“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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