Are You Depleting Your Email List?
In all the effort to drives conversions marketers often forget to measure “Unsubscribe” metrics and their impact on the email marketing. As I mentioned in my post “Number One Email Marketing Mistake”, email marketers, in order to maximize short term conversions, often bombard irrelevant emails in subscribers inbox However this short term mentality results in erosion of long term viability of their email marketing, due to increase in unsubscribes causing depletion of email … [Read More...]
Tell a Story with the Data: Creating a Culture of Analytics
Many organizations fail to create a culture of analytics, not because they don’t understand the value of analytics, but because the analysts fail to craft a good and relevant story with the data. We have all seen reports filled with pretty charts, graphs and numbers. After going through all the data if the audience doesn’t have a clear understanding of what the reports are telling and what they should do with those charts and graphs then the analyst has failed in his/her job, no matter … [Read More...]
Number One Email Marketing Mistake
Number one mistake marketers make with email marketing is to send “Irrelevant” messages to their customers. It is not because they don’t understand that sending relevant messages drive higher conversions. It because they think that email messages are “Free” and incremental cost of sending messages to “non-target” customers is Zero. They hope that, by sending emails to everybody, some of the “non-target” customers will respond to their message thus causing overall conversions to … [Read More...]
5 Tips to Improve Marketing Campaigns
Marketers spend millions of dollars on digital marketing campaigns every day. Analytics help marketers get the most of out of every dollar spent and drive great benefits for them and their organization. Data collected at each step of the way to conversion can help marketers and their agencies in optimizing each campaign's performance. Below I've outlined five tips on how to use the data to optimize marketing campaigns. 1. Target the Right Customers For a campaign to have any chance of … [Read More...]
Dealing with Short-Term Memory: Creating a Culture of Analytics
We all make assumptions from time to time; sometime we state them clearly and sometimes we just assume in our own head. We then operate under those assumptions. In context of Analytics, one such assumption is that everybody knows what the goals and KPIs are. We might have defined them on the onset of the program, campaign, beginning of month, quarter, year etc., but once those are defined we start to assume that everybody knows about them and is operating keeping those goals in mind. Well … [Read More...]
Standard Definitions of Metrics: Creating a Culture of Analytics
Lack of standard definitions for the metrics causes people to report different numbers for supposedly same metrics, leading to confusion and total lack of trust in data. No trust in data means that nobody is going to use the data to make strategic decisions and there goes all your efforts to create a culture of Analytics. Having standard definitions is not as easy as it sounds. It starts from you and your team having a clear understanding on how to calculate various metrics. Some … [Read More...]
Finding (Not Provided) Keywords in Google Analytics
I rarely write tool specific posts on this blog but since I have recently been asked by a few people about this issue and it affects every web analytics tool, I decided to post it here. A few months ago, Google, the search engine, started encrypting searches for user who are logged into their Google account while conducting the search. As a result of this encryption, the keyword that the visitors search to arrive to your site is not passed in the referring URL. Web Analytics tools rely on the … [Read More...]
Digital Analytics Association
This morning, Web Analytics Association announced that it is changing its name from Web Analytics Association to Digital Analytics Association. Why the change? All of those who have been working in this industry for few years know that the term “Web Analytics” does not reflect the actual work we do. As I wrote in my last post “Move Web Analytics Data Out Of Silo”, “Web Analytics” purpose was to report on one channel “your website”. Nowadays the story is different, … [Read More...]
Move Web Analytics Data Out Of Silo
Web Analytics tools are great for providing a good view of one channel i.e. your website (ok, maybe slightly more than one channel e.g. some email, some social media, some offline). They worked great in silo for first few years of the internet because the only way for customers to interact with your brand online was on your site and websites were not an integral part of the business. Nowadays the story is different, customers interact with your brand in so many way, your website is just one … [Read More...]
7 Analysis Tips for Improving CTR on Display Advertising
Not all display advertising is created equal, though when you look at your web analytics reports you are most likely not going to find the reasons that makes each campaign and each ad so unique. Web Analytics tools generally start tracking the performance of a display advertising campaign only after the visitors have clicked on an ad and landed on your site. What happens before a visitor clicks resides in an Ad Server or in a spreadsheet on someone’s desktop. In my last post I wrote 5 tips … [Read More...]
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