How marketers are using analytics wrong and how to fix it

Google Analytics is one of the most powerful tools for marketing analytics. However, it is also one of the most underutilized tools - the amount of data and information it provides can be overwhelming, and users often have to spend hours tweaking their segments before finding any use in their data. To solve this problem, we set out to build a data science algorithm that turns that data into actionable insights. We thought it’d be a straightforward task. We had no idea about rabbit hole it would lead us to, the nuances we would have to factor in, and how working with hundreds of brands and agencies would allow us to see that it’s not only a data problem, but also a psychological one. Marketers are human. Our views are biased, our thoughts have fallacies, and our teams have constraints. Coupled with only…

How to bridge the advanced analytics knowledge gap

Today's marketing industry is becoming more metrics-driven by the day. If you're a marketer setting up a digital marketing campaign, one of your first major steps involves building a solid marketing strategy (see our toolkit that helps you do this), while becoming familiar with Google Analytics is a typical next step (see our GA toolkit). But once you get your web strategy going and feel more comfortable with Google Analytics, you might notice that your day-to-day work demands a deeper understanding of user intentions, preferences, and usage patterns. You might begin to ask questions about your users that are more difficult to answer, such as which paths users take on your website, how to do advanced segmentation, how to correlate data outside of Google Analytics, and so on. Marketers today are awash in customer data.  Knowing what an individual consumer is doing where…

Chart of the day: Marketers aim to measure video and other digital media performance with cost per acquisition

Most use site traffic and ROI to measure performance, but marketers expect to continue to use site traffic, ROI and also use cost per acquisition. Only half of marketers measure using ROI, which means there is a heavy reliance on using site traffic as the main measurement. Overall there is a lack of ROI measurement and sales lift per ad dollar spent is also low at just 3 in 10 using this method, with 4 in 10 expecting to use it within the next 2-3 years. Measurement is often an after-thought and doesn't get the resources required to use advanced metrics such as calculating ROI, and therefore relies on cruder metrics such as site traffic. This is a false economy,…

Our new guide shows you how to set up and optimise your tag management system

Today, marketers have a wealth of potential tools to manage their digital marketing as shown by the Smart Insights infographic wheel of digital marketing technologies organised around the RACE planning framework. Yet this presents a challenge, since the number of tags on any one web page has increased, in some extreme cases into double-digits, the need for a more effective way to manage them has emerged. This amazing array of tools and products will generally have one thing in common –they all need to be installed using a JavaScript tag, a simple pixel, or most likely both. A Tag Management System is a method of replacing a multitude of tags with a single tag that effectively acts as a beacon for all. The system has come about through the innovation of such tools and products and the need to quickly…

Leverage the power of the cloud to achieve better insights

The era of the cloud is in full swing. Cloud-based analytic platforms are driving automation and improving the predictive accuracy of marketing programs across all sorts of industries. With these platforms at their disposal, marketers can solve some of the key challenges that have daunted them for years, like connecting data, reporting, gathering insights, making decisions, and optimizing marketing programs.

In 2015, Gartner removed big data as an emerging technology trend, citing the fact that it has become prevalent in our lives and hence is no longer an emerging trend. Yet, McKinsey claims that less than 30 percent of the data’s value is being captured across industries. Big data’s applications will only grow as its true potential has yet to be fully tapped.

Making Decisions at the Speed of Business

Shifting to the cloud isn’t a set-it-and-forget-it proposition. It…

Use our new Digital Marketing metrics Google Docs reporting Spreadsheet to see your key marketing metrics at a glance

For Marketing, Digital marketing or e-commerce managers, the first week of the month is always a frantic one launching new campaigns, monthly dashboard reviews and on top of that you need to report the performance of your marketing to the internal stakeholders (the boss). Hopefully, it's a good news story, but if it isn’t, that just adds to the workload, identifying what went wrong and putting plans in place to turn things around. This is where you need to practice the art of analytics, to quickly create a report or dashboard with a subset of key metrics covering all marketing activities in an easy to understand format for rapid review and recommendations for upcoming activities? But how do you create a dashboard for reviewing digital marketing performance to compare different…

A technique for comparing and selecting the best marketing technology or tool for your business

The job of many marketers consists of countless hours doing something that can be automated. Hence why Marketing automation is growing so much in recent years. It’s not just email, but also any other software that you can use that improves performance, such as automatic reporting tools, social media marketing, Analytics, SEO tools, testing tools, etc… Believe it or not, in these marketing tools infographics, including this one from Scott Brinker you can see there are 3,874 tools in 2016 represented across 50 categories, no wonder we all walk into the jungle of marketing technology. Over 3,000 companies in 2016, is this good or bad? The point of this graphic is to demonstrate the following: Marketing has become a technological discipline; Marketers need to know how to choose the…

New 'SimilarTech' service promises to help marketers compare martech stacks

We love any tool which helps marketers do their jobs better, which is why we created an infographic breaking down 150 of the best marketing tools into 30 different categories. But we aren't the only ones. Some of the folks at SimilarWeb also looked at how to help marketers decide on what marketing tools to use, and came up with a clever new service which they've dubbed 'SimilarTech'. We chatted to Daniel Buchuk, SimilarTech's head of brand and strategy about their new feature, what inspired it and how it works.

As someone involved in the marketing technology industry, what did you make of Scott Brinker’s latest Martech graphic? 

Scott Brinker's market landscape graph is testament to the extraordinary evolution of this industry, featuring featured 350…

Rob McLaughlin, Head of Digital Analytics at Sky explains the importance of a data-driven approach to modern marketing

Q. You recently moved from agency DigitasLBi, to join Sky as their Head of Digital Analytics. Why the move?

It has been a great experience working with my colleagues and clients at DigitasLBi, the breadth and depth of our engagements ensured interesting and challenging projects which really helped me continue to develop myself. I have been incredibly fortunate throughout my career to have been given the opportunity to work with some fabulous brands and high -growth businesses, DigitasLBi continued to add to that but the human aspect of that agency is something special. The agency is a collection of exceptionally bright and diverse individuals and one can only benefit from sharing space and time with them, I highly recommend the experience! More than any other role I have…

Leading digital analytics experts share how to effectively use data and analytics

The number of data sources that are available is growing every day. For some of us this might be a good thing, but for many digital marketers it brings up a lot of challenges to deal with. This report, Broken Links: Why analytics investments have yet to pay off, from the Economist Intelligence Unit (EIU) and global sales and marketing firm ZS, shows that there is still a long way to go. 70% of business executives say sales and marketing analytics is already very or even ìextremely important. This in contrast to 2% that say they have achieved broad, positive impact. The question is, how can you most effectively use data and analytics to your business' advantage?

Reporting vs. analysis

The job of a digital marketer and analyst is not to come up with a lot of fancy looking reports…

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