Analytics

Experts examine how to better measure and optimize marketing initiatives, including testing what matters, improving conversion rates, and assessing quantitative and qualitative data.

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How to Design High-Converting Mobile Landing Pages

May 2, 2014 - This column comes in video form, with a visual explanation of how to design high-converting landing pages for mobile. Comments

Comparing Google Sitelinks With Google Analytics Data

Sitelinks Apr 30, 2014 - In an effort to discover Google's methods for determining what appears in Sitelinks, here is an in-depth look at the Google Analytics data on the Sitelink pages for 10 websites. Comments

The Internet of Things: The $300 Billion Opportunity for Marketers

internetofthings Apr 29, 2014 - If consumers are going to be inundated with Internet of Things-based products and services, it presents an opportunity for marketers. Consider these examples of how the megatrend is impacting our lives and businesses. Comments

Financial Institutions Face Analytics Challenges

e-banking Apr 29, 2014 - Although financial institutions want to improve their analytics strategies, they have a number of challenges that make it more difficult compared to other sectors. Comments

Autonomy and the Free Will to Convert

choice-iw Apr 29, 2014 - Even though it is your goal as a marketer to get customers to complete a conversion action, you must allow them to maintain a sense of control over their decision-making process. Comments

3 Tips for a Smooth Universal Analytics Transition

Google Analytics Apr 28, 2014 - The transition to Universal Analytics can be a tricky one, so here are a few tips to minimize headaches during the migration. Comments

Upgradeability, Extensibility, and the Re-Sale Market

certified-pre-owned Apr 25, 2014 - It's a shame that more industries, like the Certified Pre-Owned car industry, don't give second owners the extensibilty they expect. Without the possibility of upgrading re-sale products, you are losing out on potential revenue. Comments

The Difference Between Truth and Facts Is Vocabulary

vocabulary Apr 24, 2014 - In order to satisfy insights consumers, shift your vocabulary and draw them into the conversation with you. Comments

The Promise of True Digital Measurement — and Its Betrayal

analytics-shutterstock-139983946 Apr 21, 2014 - The concept of conversion/non-conversion lies at the heart of any critique of digital analytics. And as we move toward a multichannel measurement model, it is perhaps an even more potent indictment of the amped-up promises of digital analytics in general. Comments

Do You Actually Have an "Attribution" Problem Worth Solving?

attribution Apr 17, 2014 - Before deciding on an attribution methodology, such as a simple model, multi-touch model, or data-driven model, figure out how big the attribution problem is that you're trying to solve. Comments

Is Bitcoin the Future of E-Commerce?

bitcoin2-5 Apr 16, 2014 - These days, virtual currencies are the playthings of techies - do they have a mainstream future in e-commerce? Comments

5 Things You Can Do Today for Higher Conversions Tomorrow

leads-shutterstock-154962107 Apr 15, 2014 - Here are five tips you can utilize to boost your conversion rate, including featuring better photos on your website, improving call-to-action buttons, and building trust among consumers. Comments

3 Actionable Ways for PR Pros to Measure Better

pr-measurement Apr 15, 2014 - PR pros can and should use data tools to start measuring more effectively. The use of data could transform PR into something accountable and actionable and give PR a seat at the strategy table. Comments

Creativity Without Conversion Equals Zero

conversion-funnel-strategies Apr 14, 2014 - Students must learn to combine creative and analytic skills to succeed in the digital marketing world, and some universities are making it easier for them to graduate prepared to enter the professional space. Comments

Is It Cheaper to Keep Than Delete?

delete-button Apr 10, 2014 - Oftentimes it may be cheaper and less time-consuming to just keep data than to delete it. But how long is data valid and valuable, and how long until that data is dangerous? Comments

What’s in a Tag?

tag-management1 Apr 9, 2014 - The tag-management industry is growing rapidly, as tags are critical to gathering data about your customers. Now, the best tag-management systems can unite tagged data in one place - automatically. Comments

Focus on Valuable Data — Not Big Data — to Boost Conversions and ROI

Data Analysis Apr 8, 2014 - Real-time data that's at your fingertips when you need it is the real valuable data that can help marketers deliver a better customer experience and increase conversion and return on investment. Comments

How to Improve Landing Page Conversion Rate in China

conversion-funnel-strategies Apr 8, 2014 - Consider these three approaches to improve the landing page conversions from visitors to your website. Comments

#CZLNY: ClickZ Live Convergence in Search Marketing

convergence Apr 7, 2014 - A look at the signs of convergence noticed at ClickZ Live New York last week, including the joining of online search and social media and the role of remarketing. Comments

Why You Can't Get Those Numbers Today (and How You Can Tomorrow)

numbers-random Apr 7, 2014 - Why can't you get the numbers? It's not because the measurement application can't do it - it's because developers are busy with other things. If you can coordinate closely with your analytics experts and your developers, you will then be in a position to know those numbers. Comments

To Gate or Not to Gate: Examining Why Marketers Gate White Papers Behind Lead Forms

gated-white-paper Apr 4, 2014 - There are strengths and weaknesses to both models (gated or un-gated) but neither one is necessarily the perfect fit for all organizations. Comments

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Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

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