Analytics & Testing
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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Funnel: Collect, Transform, and Feed Marketing Data
As more and more tools are in your sales and marketing stack, producing centralized reports can be quite a chore. Most marketers I know spend a lot of time collecting and transforming data and then manually producing the reports they…
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MarCom Valuation: An Alternative to A/B Testing
So, we always want to know how marketing communications ( MarCom ) are performing, both as a vehicle and for individual campaigns. In evaluating MarCom, it is common to employ simple A/B testing. This is a technique wherein random sampling…
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Five Ways to Infuse Culture in Your Marketing Strategy
Most companies view their culture on a larger scale, blanketing the entire organization. However, it is important to apply your organization’s defined culture to all internal operations, including your marketing team. Not only does it align your strategies with the…
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Bridging the Offline-Online Gap: How Data Onboarding Supercharges Multi-Channel Marketing
Customer data is scattered. It 1des in your CRM , POS , ESP , loyalty program, and website analytics. Each of these data sources tells part of the customer story... but none of them tells the whole truth. Without integration, you’re…
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Email Marketing: Simple Subscriber List Retention Analysis using Excel or Google Sheets
Subscriber retention has its roots in the newspaper industry. Several years ago, I worked for a Database Marketing company specializing in Newspaper Subscription Analytics. One of the KPIs for segmenting and marketing to subscription prospects was their ability to retain…
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Cookies Are No Longer Worth a Fortune: How Identity and Personalization Are Changing in a Post-Cookie World
When we log into our Uber app, it automatically pulls up our most recent destinations. When we visit a clothing website, we see suggested items derived from our previous purchases. When we browse camping gear online, we’re quickly served relevant…
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Data-Driven Strategies Create Jedi-Level Social Ads
Star Wars describes the Force as something that flows through all things. Darth Vader tells us not to underestimate it and Obi-Wan tells Luke that it binds all things together. Looking at the social media advertising universe, it is data…
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How to Create Instagram Video Ads That Get You Results
Instagram ads uses Facebook’s comprehensive and all-inclusive advertising system that let people target users based on their age, interests and behaviors. 63% of ad agencies operating in the US planned to incorporate Instagram ads for their clients. Strata Whether you...
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Squarespace: I Built A Spa Website with an Online Store and Appointment Setting in One Day
If that sounds unbelievable, it's not. My colleague is an aesthetician and massage therapist in Fishers, Indiana. A few months ago, I was going to build her a site but couldn't because of client work that took priority. Fast-forward to…
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EDO: Measuring Consumer Engagement in TV Advertising
When people discuss digital advertising, they often omit traditional broadcast channels like television and radio. But yesterday's broadcast company is no longer just broadcasting . They're capturing engagement metrics and usage down to the second. Every interaction you're making on…