Neil Mason, the SVP Customer Engagement from iJento dives deep into the art and science of segmentation in the second to last session of the day at eMetrics in London 2012.
He looks at different approaches across different types of data so we can learn about simple models and advanced data mining techniques to help you become a ‘segmentation believer’.
Online performance naturally starts us thinking about data. A lot of talks over the two days at A4U London were orientated around data, the term ‘big data’ features prominently in an online marketers repertoire of late, but not many have taken the time to ask what it all really means? Data and digital marketing go together like bread and butter or peas in a pod, it makes perfect sense for their harmonious relationship after all, data is one of the things that separates traditional and digital marketing. In many respects affiliate or performance marketing simply wouldn’t exist if we weren’t able to collect data to assess affiliation or performance of online campaigns.
Nowadays, simply running an AdWords campaign via the AdWords Interface isn’t enough. We all have so many tools at our disposal but nine times out of ten, people forget the one tool that they should be using when it comes to managing a PPC campaign…. Google Analytics.
In this post, I am going to look at some of the features available to PPC advertisers in the Google Analytics interface and explain how you should be using them when it comes to managing your paid search campaign.
First things first you need to make sure you have linked your AdWords Account with your Google Analytics. If you don’t do this, you are going to be missing out on a wealth of data that is essential to running a successful paid search campaign. If you are unsure of how to link the two accounts together, check out the AdWords Help Desk which will give you step by step instructions.
Last week I attended the inaugural Dublin SEO Summit, a free half-day conference held in the Morrison Hotel in the centre of Dublin (not to be confused with the upcoming Dublin Web Summit).
The headline speaker of the SEO event was SEOmoz’s Rand Fishkin, who was on a whirlwind tour of the whole of Ireland and taking time out of his schedule to perform several speaking gigs (only a few days earlier we hosted a Belfast Digital Marketing meetup for him). (more…)
A recent and welcome addition to Google Analytics is Shortcuts. Shortcuts have been designed to speed up the process of analysing different sets of data and to make advertisers’ lives a little easier.
Previously when advertisers logged into Google Analytics, they would need to apply various advanced segments or metrics to the data in order to be returned with the exact data they were looking for. This needed to be done each time you logged into Google Analytics and you would have to change the segment to show what you were looking for.
You may be familiar with Google Analytics Content experiments since the projects transition from the former “Google Website Optimizer” project. If you’re not I would suggest reading one of the articles below and bookmarking this Article for later:
One of the current limitations with Google’s content experiments is that you can only track one goal. If your like me then this can cause potential issues as I work with a many sites which contain pages with multiple goals i.e.
Social Crawlytics is a tool which was developed a few months ago by Yousaf Sekand (@ysekand). The tool allows you to crawl a website and get a report on the social statistics of that website on social media: how much were specific pages shared on different social networks? It will give you some great insights.
Yousaf now has released a new version of the tool, which is cleaner, even easier to work with than before and much faster. And the basis reports are still very much free. There are also paid plans which will give you (more…)
Search success rate is a funny old metric. At Experian Hitwise we define a “successful search” as a search which resulted in a click through to a website. This used to be a good measure of how competent search engines were at delivering relevant results to users – the theory being that if a consumer couldn’t find what they were looking for on the SERP they would have to make a further search to access the information they were after.
This was all well and good until search engines started getting smarter and realising that they could start offering information to us first hand. Let’s take a simple example of exchange rates. If I want to find out what the current exchange rate is between the pound and the euro and type “pound euro exchange rate” into Bing I don’t need to click through to a currency conversion website anymore, the search engine gives me the information I need directly. (more…)
Since the launch of the new Google Analytics platform I have generally been pleased with the updates, but there are still a few issues that keep cropping up that make our lives very difficult.
I have spoken to a number of people in the Digital Marketing industry to get some feedback on what elements of Google Analytics they would like to see updated and have compiled a list in this post.
This is a guest post from Arend Zwaneveld (@Arend78), analytics expert at online optimisation consultancy Online Dialogue. A large part of Arend’s job is spent analysing data, contributing to online design, and optimisation projects with valuable data-driven insights.
Data analysis is my hobby. My day is incomplete without an excel sheet and / or some solid data-driven insight. The good news for me: every day more data is stored and … is just waiting to be analysed! If you have not been living under a rock recently, you know: the business trend of the moment is called “Big Data”.
In this article I try to describe the key concepts associated with Big Data, for anyone who – like me – wishes to have a say on this important development. (more…)
Over the past two months I have been doing a lot of research into tools that can be used to monitor mentions of a brand name and assist with managing a brand’s reputation. During this research I uncovered some great functionalities right under my nose in a tool that most people in digital marketing are immersed in everyday, Google Analytics.
There are some basic features that everyone should be using for online brand management in Google Analytics, which I am going to go through in this post. I am also going to cover elements of the new social reports in Google Analytics, which can show you some really interesting data about your brand.
There are many analytics packages that are used and each come with various features. One of the most used analytics packages by far is Google Analytics. In this session, four speakers who are experts in this field are going to show us tools and features that you may or not be aware of that will help you to improve the performance of your website and increase your ROI.
This is a session I am really looking forward to as Martijn Beijk, one of the State of Search bloggers is taking to the stage along with Anna Lewis, who is a fellow member of the Koozai team!
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