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Unravel your customer journeys with Google Analytics clickstream analysis on forward and reverse paths

I don't know whether you have heard of the forward and reverse path clickstream analysis technique? It's a shame path analysis isn't so well known as say funnel analysis, since it's a strong analysis technique to help understand customer journeys on a site to identify inefficiencies. Clickstream analysis can be used to review the quality and value of your REACH marketing activities, as well as informing crucial decision-making in the ACT and CONVERT stage of your customer conversion strategy. [si_monthly_campaign_blog_cta_banner id=156432]

What is clickstream analysis?

Clickstream analysis is the strategic analytical activity of reviewing the order of URLs visited and the actions taken during your customers' journeys on your site. By analyzing their forward and reverse 'path' you can track patterns and trends in your conversion funnel, towards your goals. In Google Analytics, use the "Navigation Summary" for paths…

Leading digital analytics experts share how to effectively use data and analytics to generate actionable insights for your marketing strategy

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. With increased data, it can be easy to lose focus, become obsessed by 'vanity metrics', and fail to generate actionable insights for your business. McKinsey notes that surges in data caused by rapid digital disruption 'have not provided marketers with a substantially better understanding of their customers, because their companies’ outdated data modeling isn’t able to capture these shifts with the necessary granularity and speed'. So, while the innovators are leading the way with actionable analytics feeding their data-driven marketing, others become stagnant. In today's competitive marketing landscape, this means losing market share,…

Marketers can use qualitative analytics to investigate the real reasons for falling conversion rates

The problem with the analytics methods we use today is that they show you WHAT is happening on your website/ in your app, but not WHY it’s happening. That’s where qualitative analytics comes in. In addition to data that show trends in user acquisition and retention, qualitative allows you to delve deeper into the “why” of your conversion rates, giving you a front-row seat to see how your users behave by showing you video recordings of real user sessions.

Why more marketers are turning to qualitative analytics

Qualitative analytics is an analytics method that records users’ actions on your site/ in your app, providing a deeper look at user experiences and behaviors. This means that in addition to graphs and numerical data such as MAU/DAU, new sessions, and purchases. The…

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…