What do leprechauns and marketing ROI have in common? You’ll have to read this one for yourself.
Category: Analytics and Metrics
Visitors to a website can come multiple times using any combination of direct, online search, ads, emails, etc. as sources before they convert. In previous versions of Google Analytics reports only the last touch point for a conversion was reported on. With the introduction of multi-channel funnel (MCF) reports, prior touch points which led to […]
Do you know how much time you spend planning for digital marketing ROI? Or is it merely an after-thought?
Landing pages and vanity websites are an integral part of digital marketing. These are mostly single HTML pages and come in a variety of flavors from simple text to more complex media rich pages. The latter may contain any combinations of image & video galleries, flash-driven elements, download resources, ajax elements, gadgets etc. Visitors interact […]
Five thought-provoking quotes on marketing ROI from digital marketing and analytics experts. Inspiration for bottom-line focused markers and CMOs.
Digital (i.e. web+search+social+mobile) has changed everything in the world of marketing. Digital is doing to marketing what quantum mechanics did to newtonian mechanics. Let me share five indicators of a tectonic shift taking place right under our feet: 1. Communications models are now based on themes, not on THE BIG IDEA. The evidence of this […]
I love ROI. You can probably tell from my Twitter handle: @LuvROI. Yet, we marketers don’t often push our metrics far enough to effectively measure ROI. I’m not talking about impressions, frequency, clicks and other traditional campaign measurements. Not at all. Rather, we should view marketing outcomes through the same revenue-focused lens used by senior […]
Email is one of the most widely used digital marketing tools in the communications landscape, and every email marketing platforms has built-in tracking to report on metrics such as email delivery, bounce, open, click-thru and un-subscribe rates etc. However, this integrated email tracking systems can’t provide insight on activities and behaviors of email referrers on […]
Comparing last four months of pre-launch and post-launch analytics data of recently launched responsive website for a client, revealed some interesting insights. Website traffic remained unchanged Share of Mobile traffic increased Share of Direct traffic increased Shift in Desktop traffic to Mobile Overall, for the new website, traffic visit numbers remained relatively unchanged. However, the […]
In our experience, measurement, collection and reporting of website data are usually not a well-defined piece of a marketing plan for many businesses. One such area where marketers often struggle with Google Analytics (GA) reports is related to campaign attribution. Due to technicalities and nature of the internet, it is not straightforward to know the […]