Digital Analytics

What is happening, where and how much? Practitioner-written articles on digital analytics and tag managers.

Tealium iQ: What Can It Do? And How Does It Compare?

When most people think about tag management, they think about Google Tag Manager (GTM), Adobe Launch, and Adobe DTM. And, usually, companies are using the tag manager provided by their chosen web and/or app analytics vendor.

This article highlights what a vendor-agnostic tag manager product, Tealium iQ, brings to the table. Tealium iQ is a feature-rich product that also has a unique angle to tag management compared to the market-dominating products.

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Measurement Protocol 101: Improve Your Google Analytics Data

Google Analytics and Google Tag Manager have limitations. Often, these limitations are outside your control (e.g., technical aspects of a website that can’t be changed).

Fortunately, many issues—such as updating a user status from your CRM or sending refund data—are solved by using Google Analytics’ Measurement Protocol

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Google BigQuery: A Tutorial for Marketers

When it comes to Google BigQuery, there are plenty of articles and online courses out there. Most are “tech to tech” explanations—which are great. But they can be intimidating for those beginning their marketing-to-tech journey.

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Multichannel Attribution: How to Measure the Unmeasurable

If you’ve ever tried to build an attribution model that wasn’t position-based (i.e. last click, first click, linear, etc.), you might have felt overwhelmed. But customer paths are non-linear and pretty complicated—sooo many things influence conversions. 

Most businesses have a lot of data about customer behavior: the devices they use to purchase, ads, competitors’ pricing, keywords, etc. But they can’t make sense of it all.

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Adobe Analytics Implementation: Hacks You Don’t Know About

A few years ago, our developers rolled out Angular on a few key web pages—without consulting the web analytics team. The pageviews on some of the pages suddenly dropped to almost nothing.

I bought two books on Angular to try to find a solution. Meanwhile, my manager stumbled on an alternative syntax for tracking pageviews in Adobe Analytics. As we found out, a similar alternative syntax also exists to track clicks (and anything else).

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Audience Segmentation: Where Do You Start?

As Peter Drucker famously wrote, “The aim of marketing is to know the customer so well the product or service fits them, and sells itself.”

In conversion optimization, we talk about the importance of knowing our customers a lot.

But we rarely talk about the process of strategically segmenting our audience so that our products and services can sell themselves.

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Micro funnels: What They Are and How to Use Them

Lead generation is vital for any business. Once you’re generating some leads, the next logical step is to improve the conversion rate.

Depending on your niche, there are different tactics and methods for improving conversions. One you may not have heard of is creating and optimizing micro funnels.

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Want to Build an Amazing MarTech Stack? Avoid These 12 Mistakes

You want to do amazing marketing. You want to empower your team, collect the right data, create unique content, automate funnels, personalize communication, report with ease, act on insight, and achieve the snowball effect.

If you’ve read my book or taken my course, you know that marketing technology is vital to your success. Now, you’re ready to learn about the mistakes that marketers have made—so you can avoid them, build marketing leadership skills, and get ahead faster.

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Mobile App Analytics

Where should you start with your mobile app analytics?

If you’re launching a mobile app, you’ve likely considered the differences between optimizing a simple site and a mobile app or game. But have you considered how the measurement and data analysis process will be different?

Without a definitive plan and deep understanding of the fundamentals, your mobile app data will get complicated quickly. There are new tools, new terminology, new reports, new rules for efficiency, and so on.

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Data Blending: What You Can (and Can't) Do in Google Data Studio

Over the last 18 months or so, Google Data Studio has evolved from an appealing but clunky application to a tool that we recommend to any digital marketer.

Data Studio allows you to communicate data simply and in a repeatable format, and their expanded integrations, customizations, and editability have made Data Studio dashboards extremely powerful.

A relatively new feature, data blending, came out last year. This underused function can do a lot of cool things; it also has some limitations. Once you’ve got your head around the basics, the possibilities are endless.

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