Analytics & Testing Articles
Analytics and testing are essential components of any successful digital marketing strategy. By leveraging tools and platforms that provide valuable insights into user behavior, businesses can make data-driven decisions to optimize their websites, campaigns, and overall customer experience. Key subtopics within analytics and testing include web analytics (GA4), A/B testing (A/B Testing), multivariate testing, conversion rate optimization (CRO), and user experience (UX) monitoring. Implementing a robust analytics and testing framework can help you identify areas for improvement, measure the impact of your marketing efforts, and ultimately drive better business results. Dive into the articles below to discover how analytics and testing can help you take your marketing to the next level.
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Best Companies for SaaS Platform Modernization
The Software-as-a-Service (SaaS) model depends on a platform’s ability to evolve over time. As products mature, architectural decisions made during early growth stages often become structural constraints, limiting scalability, reliability, and the introduction of new business capabilities. SaaS platform modernization…
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SaaS Onboarding Best Practices and KPIs for the Modern Enterprise
We are in the middle of implementing a couple of enterprise software platforms, and the contrast in their onboarding approaches has been striking. One experience feels deliberate, well-orchestrated, and respectful of our time. The other feels disjointed, reactive, and overly…
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Owning the Medium: How Brands Build Durable Advantage in Competitive Markets
In crowded markets, visibility is not the same as advantage. Many brands are present everywhere yet remembered nowhere. They publish constantly, advertise aggressively, and chase algorithmic reach, but remain interchangeable with competitors. The brands that break out do something fundamentally…
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Why CRO Starts Before the Landing Page: Optimizing the Customer Journey to Conversion
Most conversion work gets concentrated on the landing page because it is measurable, testable, and close to the moment of decision. But the landing page is the endpoint of a journey that began earlier, often minutes, days, or weeks before…
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Bigtincan: An AI-Powered Revenue Enablement Platform for Modern Sales Teams
Revenue teams are under pressure to perform in an environment where buyers are more informed, sales cycles are longer, and consistency across every interaction directly impacts outcomes. Sellers must move faster without sacrificing accuracy, marketing teams must maintain message control…
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DoubleVerify: Improve the Effectiveness of Your Online Advertising
Digital advertising has reached a breaking point. Marketers are under pressure to prove outcomes, not impressions, while navigating fraud, brand risk, fragmented measurement, and walled-garden opacity. As budgets tighten and scrutiny increases, confidence in where ads run and what they…
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10 Ways to Increase Your Site’s Page Views Per User
For years, the standard engagement metric most marketers relied on was pages per visit. It fit neatly into early, session-based analytics models where user behavior was relatively linear: someone arrived, clicked around a bit, and left. As the web evolved,…
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Product Adoption: The Missing Link Between Acquisition and Revenue Growth
Most sales and marketing teams obsess over acquisition. Traffic, signups, demo requests, pipeline. But there’s a quieter metric that determines whether all that effort actually turns into revenue: product adoption. Product adoption is what turns initial interest into long-term value. When…
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Lyssna: How Marketers Test Messaging, Ads, and UX Faster
Marketing teams are under constant pressure to move faster while making fewer mistakes. Campaign timelines are compressed, budgets are scrutinized, and every creative decision is expected to perform immediately upon entering the market. Yet many brands still rely on internal…
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Testing With Purpose: How a Consistent Experimentation Framework Drives Measurable ROI
Marketing leaders intuitively understand that optimization matters, yet many organizations still treat testing as an occasional tactic rather than a disciplined operating model. A consistent testing framework applied across advertising, landing pages, and e-commerce journeys transforms optimization from guesswork into…