Trade-offs are a part of life. For a marketer choosing campaign tactics, the implications of tactical trade-offs should be carefully considered. And the right place to start is by being clear about your objectives.
Do you want to increase online sales, get more leads, or increase brand awareness? Not thinking this through might cause you to choose tactics to implement that end up costing you big bucks without achieving your desired outcomes.
Continue reading “What Marketing Can Learn from Traffic Planning…” »
Connecting to your data is the first step towards creating a beautiful report, dashboard, or visualization. In Google Data Studio, you have thus far been limited to using one of the built-in connectors, like Google Analytics, AdWords, or Search Console.
But what about data from social networks (e.g. Facebook, Twitter, LinkedIn), other search engines (e.g. Bing, Yahoo), email automation platforms (e.g. MailChimp, Eloqua), and CRM systems (e.g. Salesforce)? Most likely you are using at least a few tools and platforms outside of the Google ecosystem.
Your only option for getting data from these tools into Data Studio was by importing it as a Google Sheet or a CSV file, a process that usually isn’t an efficient or elegant solution. Surely, there must be a better way!
Well, now there is. Community Connectors to the rescue! Continue reading “Are You Ready to Get Creative with Data Studio Connectors?” »
Picture this. You’ve slaved over your data. You’ve found some really cool insights and opportunities. Checked it three times and you’re sure your analysis is correct. You present it with great enthusiasm to your colleagues and your boss. You get a very positive, thumbs up all around … and nothing happens.
Pretty frustrating, huh? Confused?
What happened? What might you do differently? Well, let’s take a few hints from Dale Carnegie. His famous book “How to win friends and influence people”, first published in 1936, has sold over 30 million copies. With the release of the 3rd edition in 2011, it was ranked 19th on Time Magazine’s list of 100 most influential books in 2011 (read more in Wikipedia).
The ideas I stand for are not mine. I borrowed them from Socrates. I swiped them from Chesterfield. I stole them from Jesus. And I put them in a book. If you don’t like their rules, whose would you use?
Continue reading “How to Win Friends with Digital Analytics: Channel Dale Carnegie” »
What is A/B testing?
In context of the web, an A/B test is an experiment in which you can compare one version of a webpage (A) to another version (B) to determine which one performs better.
An experiment is conducted by splitting your website traffic into groups, showing variant A to one group and B to the other. By measuring the behaviour of both groups, you can determine which variant is better at leading your customers to click, call, purchase, or complete some other desired action.
Continue reading “Getting Started With A/B Testing” »
Ever wondered how many sessions a user has before and/or after they complete a goal? Applying a user segment (and using the User Explorer report) can help shine some light into your life. Continue reading “Diving Deep with Google’s “User Explorer” Report” »