I have realized something after working with countless companies and helping them set up their analytics tools. They all want the hottest tool. They all want as much data as they can possibly gather. However, these companies don’t actually care about the data. This might sound crazy, but hear me out. They want the data, but not because of what you might think. They want access to data so they can improve something that matters to their business (e.g. conversion rates, user retention, revenue, etc.). They think that having data will make this easier (like their tools will magically make…
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Columnist David Rodnitzky discusses the power and peril of measurement and explains why both online marketers and brand marketers need to find the right balance.
As data becomes ever more abundant and cheaper, columnist Brian Massey takes a look at what marketers stand to gain from the trend and what we can expect to see in 2017.
What can we expect to see in the world of data and analytics in the coming year? Columnist David Booth asks industry partners, colleagues and competitors to weigh in with their predictions.
Contributor Loni Stark believes creatives, marketers and analysts need to collaborate to give digital users what they want and to lead brands into the future.
How do you choose the right attribution modeling vendor? Columnist Alison Lohse offers six questions to help you attain transparency and navigate the tricky waters of attribution.
This year, shoppers have spent more than $28 billion online since Thanksgiving, representing a 13.5 percent increase from the same period in 2015. Perhaps more interesting, the number of unique online shoppers grew by 16.4 percent, indicating more individuals are making purchases online. This is supported by survey data collected by the National Retailer Federation […]
The post A Year in Experimentation: 2016 Learnings and Predictions for 2017 appeared first on Brooks Bell.
Collecting the data you need and analyzing it effectively can be a huge challenge. Contributor Tamar Weinberg explains how to focus on the right metrics to drive conversion and revenue.
Are you using your analytics data incorrectly? Contributor Jacob Baadsgaard explains why you need to track and review traffic, conversions and sales to make smart marketing decisions.
If you’re seeing a lot of referral traffic in your Google Analytics data, you’re not alone. Contributor Jonathan Hochman explains how referral spam happens, lays out methods to combat it and suggests potential solutions for Google’s consideration.