Paid Search and Customer Value

Paid search is a popular (and effective) marketing tool, used by countless companies worldwide.  But what is the best way to measure the tool’s utility to your business?  Some companies keep it very simple and simply measure the CPC (cost per click), others use CPA (cost per action or cost per acquisition).  Do either of these metrics tell the whole story?

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Posted under Analytics Thought of Day, Google AdWords, Uncategorized by NickThompson on 14th November, 2013 Tagged , , |

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Analytics and the Art of Decision-Making

So I just read a LinkedIn post from Jack Welch about the benefits of trusting your gut when it comes to decision-making, and it got me thinking about the world of analytics.  In his article (which is worth a quick read), he states that you should trust your gut in decisions concerning business deals, but not decisions regarding hiring personnel.  My thought is this: it seems as though the world has become obsessed with more and better data, which is fine (it keeps me employed after all).  But are humans really creatures of logic and data?

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Posted under Analytics Thought of Day by NickThompson on 12th November, 2013 Tagged , |

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Google Analytics “Not Provided” Keywords…Should You Care?

In a word…yes.  But it’s not the end of the world, despite rumors to the contrary.  While losing keyword data will certainly make life a little more difficult for SEO professionals trying to gauge their organic search performance, it’s a problem that, like most problems, can be overcome with a little craftiness.

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Posted under Analytics Industry Trends, Google AdWords, Google Analytics, Uncategorized by NickThompson on 5th November, 2013 Tagged , , , |

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Football, Analytics, and the Big Data “Rabbit Hole”

Ever since I can remember, I’ve been a fan of the Buffalo Bills.  I know, I know, they’re usually not in the playoffs, but what can I say: what I lack in intelligence, I make up for in loyalty.  I bring up my Bills fanhood because they recently hired a Director of Analytics for their team, going down a road that all baseball teams and a few football teams have already traveled.  This got me thinking…is it always great to measure and analyze data if it’s not the RIGHT data?

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Posted under Analytics and Life, Big Data, Data Quality, Statistics, Uncategorized by NickThompson on 30th October, 2013 Tagged , |

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Foot Traffic and Cross-Everything Measurement

It’s only a matter of time.  With the rise of Cross Device Measurement (the ability to track customer behavior across mobile, tablet, desktop, etc), there’s still a missing piece to the marketer’s puzzle: how to track the behaviors of people who actually put down their device for 5 seconds and walk into a brick and mortar (or steel and concrete) store.  Sure, you can track in-store sales, and you can even gain some degree of nuance with loyalty programs, membership cards, etc, but the data gained at the offline level is very rudimentary compared to what even the most basic web analytics can produce.  So what’s the answer?  The first “step” will be using sensors to measure in-store foot traffic.

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Posted under Cross Device Tracking, Uncategorized by NickThompson on 21st October, 2013 Tagged , , , , , |

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Showrooming: The End of Brick and Mortar?

There’s been a lot of buzz lately about “showrooming”, and how it will cripple and/or destroy brick and mortar stores as an effective form of commerce.  For those unfamiliar, showrooming refers to the practice of browsing or researching a product in a store, then purchasing said product for the lowest possible price online.   With the proliferation of so many great online shopping options, it has become cost-effective for consumers to go online to find the best deals without sacrificing much (if any) in the way of service and responsiveness.  The only thing missing from the online experience – physically looking at or holding the product in your hands – can be accomplished in any brick and mortar store.

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Posted under Uncategorized by NickThompson on 15th October, 2013 Tagged , , , , , |

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How to set up Google Analytics through Google Tag Manager and the Data Layer

Step by step guide to how to implement Google Analytics and make the implementation easier for your front-end dev team; and create more tracking transparency to allow you to better monitor and data-manage your specific tagging instructions.
Tip 1, Your Attention Span: We tried to make this “guide” super easy, and bit fun. However, because Google Tag Manager and its Data Layer are bit abstract (there are containers, tags, macros or rules to understand) and Google Analytics in itself can be tough to master (you have to understand) sessions and page views/events/dimensions/or measures, some part of this ‘guide’ may just hard to get through. If you need clarification, just call us or leave a comment :-)

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Posted under Google Analytics, Google Tag Manager by Greg Sobiech on 14th October, 2013

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How to set up “trackPageview” or “pageview” in Google Analytics

When you implement Google Analytics on your website, the code that you absolutely must put on every page will look as follows:

//ASYNCHRONOUS – GOOGLE ANALYTICS

<script type="text/javascript">
  var _gaq = _gaq || [];
  _gaq.push(['_setAccount', 'UA-xxxxxxx-x']);
  _gaq.push(['_trackPageview']);
  (function() {
    var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
    ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
    var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
  })();
</script>

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Posted under Google Analytics by Greg Sobiech on 9th October, 2013

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Google Analytics 2013 Summit – 14 new announcements

Delve is a Google Analytics Partner and Google Analytics Premium Reseller. Because of our relationship with Google we are right now at the Google Analytics Summit – an invitation-only event hosted in Mountain View CA, attended by just couple hundred GA Partners from all around the world.

Russel Ketchum, Product Manager, opening one of the sessions

Talking with Tim Wright about DoubleClick Audience views in Google Analytics

 

The Summit is focused around 3 themes: Access, Empower and Act:

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Posted under Google Analytics, Google Analytics Consultant by Greg Sobiech on 2nd October, 2013

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Gmail promo(shuns) from the primary tab

Oh how I miss the days of one Gmail inbox, where my daily deals, emails from my mother, electricity bill, and LinkedIn updates all come together in one gigantic, magical dance of unread crap (sorry, mom).

After Gmail recently defaulted our inboxes to primary, social, and promotion filters, I must admit I was initially skeptical, but quickly fell in love. I no longer have to spend 15 minutes of my day sifting through crap to read, well, more important crap, honestly.

However, as an online marketing consultant I have seen the unintended (or perhaps intended – don’t be evil, right?) consequences of this change: dramatic drops in open rates and increases in unsubscribes. Here is a sample of declines in Gmail open rates since the changes from one email campaign I observed:

 

That’s basically a 32% drop in the open rate (most clients are seeing -18% on average). So, let’s assume people like the new layout and won’t switch back to the original. Most promotion tabs now look like this:

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Posted under Copywriting, Email Marketing, Persuasion by Greg Sobiech on 11th September, 2013

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