According to a study, 71% of website visitors complete their purchases offline.
Online, we have plenty of ways to track visitor behavior—cookies, heat maps, click tracking, retargeting, etc., but as soon as that person picks up the phone, we’re lost. We don’t have to be.
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.
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:
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.
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).
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.
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.
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.
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.
“If you cannot measure it,” declared Lord Kelvin, “you cannot improve it.” Perhaps SaaS companies have taken this advice too literally.