analytics tools

Adobe Analytics Implementation: Hacks You Don’t Know About

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).

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Mobile App Analytics

Where should you start with your mobile app analytics?

If you’re launching a mobile app, you’ve likely considered the differences between optimizing a simple site and a mobile app or game. But have you considered how the measurement and data analysis process will be different?

Without a definitive plan and deep understanding of the fundamentals, your mobile app data will get complicated quickly. There are new tools, new terminology, new reports, new rules for efficiency, and so on.

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Data Blending: What You Can (and Can't) Do in Google Data Studio

Over the last 18 months or so, Google Data Studio has evolved from an appealing but clunky application to a tool that we recommend to any digital marketer.

Data Studio allows you to communicate data simply and in a repeatable format, and their expanded integrations, customizations, and editability have made Data Studio dashboards extremely powerful.

A relatively new feature, data blending, came out last year. This underused function can do a lot of cool things; it also has some limitations. Once you’ve got your head around the basics, the possibilities are endless.

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Propensity Modeling: Using Data (and Expertise) to Predict Behavior

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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Form Analytics: What You Can Track and How to Track It

You spend plenty of marketing dollars trying to get someone to your form. But how much goes to waste at that stage? According to data from Formisimo, roughly two-thirds of those who start filling out a form never complete it.

Why? If you’re not tracking form analytics, you don’t know. The data between a pageview and a form completion (or abandonment) is missing.

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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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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 »

mixpanel vs google analytics

This post is not a dry feature-by-feature comparison, nor does it include a winner-take-all verdict. Your business won’t benefit from either of those things.

Instead, we’re comparing Mixpanel and Google Analytics in the terms that drive business growth—identifying the core use cases for each tool and the business problems they solve, while highlighting the features that make it possible.

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Key Performance Indicators (KPIs) for Optimization

It’s easy to get lost down the rabbit hole of metrics for your business. When it comes to getting the most out of your website performance, only certain metrics are what you can consider key performance indicators. The trick is figuring out which ones.

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