Tips for Keeping your Analytics Agency in Check

Earlier this month we shared with you tips for keeping your PPC agency in check. When it comes to analytics, it is just as important to carefully select and keep tabs on your agency partner. Working with the right agency can determine whether your investment in analytics merely produces a stream of meaningless reports or instead uncovers a treasure of actionable insights for your organization.

Most organizations hire an agency for digital analytics because:Tracking what Matters the Most to Your Business

  • They have a need for analytics expertise.
  • They do not have the time or resources to develop an analytics capability by themselves.

Hiring an analytics agency can be a huge undertaking, both in dollars and time, so it’s important that you check-in to make sure that your agency is doing their job.

We know what you are thinking—I hired an agency so that I wouldn’t have to worry about doing the work. They are the experts. I shouldn’t have to tell them what to do.

However, at the end of the day, you are still responsible for what the agency delivers. This doesn’t mean you need to have a hands-on role in every decision your agency makes, but you should ensure that they are consistently working for your best interests and that you are not missing out on opportunities for improvement.

Here are 4 questions to help you evaluate your agency’s performance:

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Tips for Keeping Your PPC Agency in Check

When it comes to PPC, many organizations feel check mark boxin the dark when trying to understand what their agency is doing and if it’s helping them achieve their business objectives.

Before we continue, we are not suggesting that PPC agencies are not doing their job. There are lots of great agencies out there, and many different approaches to PPC management.

What we are suggesting is that you don’t take a back seat to how your PPC agency is managing your account.  Yes you hired a PPC expert so you don’t have to be a PPC expert, but you’re the expert when it comes to your organization, and you are the one accountable for the results it delivers.

If you have made an investment in a PPC agency and articulated your PPC goals, you’ll want to ‘check in’ from time to time and see that what is being done to manage your account is aligned with your PPC objectives.

Here are 4 tips to help you keep your agency in check:

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Finding Treasures in an Ocean of Data

Every analyst should cringe at the words, “can you pull me some metrics?inding Treasures in an Ocean of Data

And we cringe even more when we hear “pull me a report that shows me X?”

An Analyst’s role is not to pull data or makeshift reports for preconceived outcomes.

An Analyst slices and dices through data to find hidden treasures (insights) that if acted upon, can help any organization or business make better decisions.

Many analysts today find themselves drowning in a sea of reports that cover just about everything under the sun.  Some reports were inherited from previous persons in the role, others originated from a conversation with the Marketing Director or Sales Manager in the lunch room (or parking lot at 6:57 pm on a Friday night), and if you were lucky, some reports emerged in the project scoping process.

So how much of the above is ‘useful’ to the organization (meaning they can act on the insights these reports deliver)?  Very little….and worst yet, most insights are missed in all the ‘noise’ or remain hidden and untapped.

You’ve probably heard that one person’s trash is another person’s treasure.  Amid an ocean of data, you want to spend your time looking for treasure, not digging up trash. Here is our five-step guide to being a successful treasure hunter!

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Analytics Academy Launches New Free Google Tag Manager Course

Google’s Analytics Academy is at it again, releasing its fifth free installment and first Google Tag Manager focused course.

Google Tag Manager Fundamentals Google Tag Manager Analytics Academy Certificatecovers:

  • the core concepts and principles of tag management using Google Tag Manager
  • how to create website tags and manage firing rules
  • how to enhance your Google Analytics implementation
  • how to configure other marketing tags, like Dynamic Remarketing

Registration is open until July 24th, 2015, which means that you have just 10 days left to register and complete and get the added perks like access to the  course community and the opportunity to earn a certificate of completion (with a combined assessments score of 80%+).

So what did we think about the course?

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Learn How to Implement User-ID Tracking

Ever wondered how you can How to User-ID blog imagetrack visitors across devices? Have too much direct mobile traffic and wonder if this is the result of campaigns running on other devices?

There is a way! If you have read our previous post “User-IDs: Why & What” you would have learned that you can track a unique user across different platforms and to do so you must implement User-ID tracking. Continue reading “Learn How to Implement User-ID Tracking” »