Category Archives: analytics

Digital Operative - Hiring

WANTED: Dog Loving, Foosball Winning, Web Analyst

By | agency life, analytics, Digital Operative | No Comments

We are an award-winning Digital Agency is searching for a full-time Web Analyst to support our growing team that understands marketing fundamentals and has hands-on experience in providing actual insights that drive business decisions. You will be working with our digital marketing team across channels to collaborate on data and determine where the opportunities are and how they can best be addressed. Here are some of the scenarios you’ll be placed in: setting up Google/Universal Analytics (with the help of a developer), analyzing data and forging recommendations, looking into alternative attribution models, evaluating the efficacy of a multi-variant test, etc.

Responsibilities

  • Lead developers during set up of highly customized Google Analytics installation

  • Create client reporting each week/month and write accompanying analysis

  • Evaluate multi-variant tests and find statistically significant treatments

  • Come up with new methods for getting at obfuscated data in Google/Universal analytics

  • Recommend new tests based on the data

  • Build dashboards and custom reports for clients

  • Contribute content to the agency blog and newsletter

Experience

The ability to segment data and interpret findings into actionable business ideas, marketing strategies or user experience testing.

  • 2-4 years of heavy Google Analytics experience

  • Certified Google Analytics and/or AdWords

  • Good understanding of Google Tag Manager

  • Good understanding of SEO, Moz and Google Webmaster Tools

  • Experience building PowerPoint or Keynote presentations

  • Advanced Excel skills (ie. Pivot tables, vlookups, data visualization)

  • Utilized Optimizely in the past

  • Have explored alternative attribution models

  • Understands conversion segments and how to apply them

  • Have used Custom Variables / Dimensions

  • Ecommerce Experience ++

  • Universal Analytics +++

Pluses:

  • Adwords certification and campaign management experience

  • FBX Knowledge

To Apply – Please send us a cover letter, salary requirements, and resume 

Apply Now

twitter analytics

140 Characters Never Felt So Good

By | analytics, social media | No Comments

Prepare yourself for this exciting news, users and Marketers. Twitter has given everyone access to their own Twitter Analytics, it’s no longer just for advertisers and verified users. As long as a users account is not protected or suspended, at least active for 14 days, users have full access to the service according to Twitter’s support page. Now users are able to “measure and boost [their] impact on Twitter [in real time]”.

It gets better…it’s absolutely free and all Twitter users have to do is simply sign in with their usual Twitter handle and password. Once logged in, you are able to see three essential areas:

Tweet Activity

In this section, measuring engagement in real time and learning how to make Tweets more successful are seen. Impressions, the number of times people saw the Tweet on Twitter, engagements, and engagement rates are readily available in this area. There’s also a calendar that lets users select a date range so you can focus on a specific time period. If users want to export their data, they can by simply clicking the “Export data” button in the top right, and a file in Excel will appear.

Followers

Discover the different interests, locations, and demographics of your followers, as well as follower growth over time. Here users can also see whom the top-most followed people their Twitter followers are following.

Twitter Cards

Explore and track how your Twitter Cards drive clicks, app installs, and retweets.

Why use Twitter Analytics? Why not! The platform is completely free and being able to look deep into Tweets and what they mean to other people can help users tailor some tweets to create larger engagement. Twitter can be used for multiple reasons, but if some reasons include growing followers or interaction, Twitter just gave you the perfect tool to do so.

Here at DO we have a very strong Social Media Marketing team, and can service your company way beyond analytics. Contact us about anything digital and let’s get started!

Marketing Strategies 2015

2014 Is So Last Year……Is Your Company Ready for 2015?

By | analytics, digital marketing, PPC, social commerce, strategy and planning | No Comments

2014 is soon to be something of the past, with only 3 weeks until we say “Goodbye 2014” and “Hello 2015” – it’s crunch time. Is your 2015 Marketing plan ready?

We’ve put together the Top 5 Digital Marketing opportunities you should have on your list to successfully conquer 2015.

1. Optimization and Testing

A/b testing vs. multivariate testing on landing pages and websites. There is always something you can test and gather data on. If you aren’t testing you are missing out on some great insights of your consumers and weak points in your users’ path.

2. Social Commerce

Do you know the ins and outs of social advertising. It’s not just about Facebook and Twitter for advertising. There is also Linkedin, youtube, Pinterest, Google+ and third party services like outbrain. When it comes to social commerce did you know you can easily target specific demographics and serve ads to particular audiences that are on your mailing list?

3. Email Marketing Campaign

Be sure that you have analytics installed on all of your pages along with Google Tag Manager. This will help in determining consumers paths and where traffic is coming from and how you can improve. This goes hand and hand with optimization and testing. One is nothing without the other. Do you have your AdWords auto-tagged?

4. Analytics and Tracking

Be sure that you have analytics installed on all of your pages along with tag manager. This will help in determining consumers paths and where traffic is coming from and how you can improve. This goes hand and hand with optimization and testing. One is nothing without the other. Have you included AdWords tracking?

5. Paid Media

Do you know who your audience is? Do you have budget dedicated to specific campaigns, including Black Friday, Cyber Monday, Valentines Day, etc.? Did you know that on Thanksgiving Day over 50% of all online shopping was done via mobile devices by mostly females? Make sure you are setting device specific allocations and know how to use data to improve your campaigns. It’s important to align with all marketing channels so you don’t have any missed opportunities. Communication is the key.

We have more tips where these came from and are ready to help you rock 2015. Drop us a line, because it is important to know exactly who your audience is and how to reach them.

 

 

analytics-easy

NEW: Enhanced Ecommerce Data for Google Analytics

By | analytics, ecommerce | No Comments

In late May, Forrester Research reported that online retail sales are expected to grow more than 57% to $414 billion by 2018 in the US.  With this expected growth, Google’s timing couldn’t be better.  More and more midsized businesses are looking to drive insights from their marketing data. In the past, this has been reserved for the data nerds and web analysts, but this update will make previously advanced configurations easily accessible and analyzable for marketers and merchandisers.

About

Enhanced Ecommerce (ec.js) is a plugin for Universal Analytics (analytics.js).  If you have not transferred your Google Analytics property to Universal Analytics, please review this UA transfer guide to do so.

The feature is in Beta, meaning it may not be available for all Universal Analytics users at this time.  Under Admin > View you’ll see Enhanced Ecommerce setting available underneath Channel Grouping.

What’s New

Shopping Behavior – How often users viewed product details, how often they added and removed products from their shopping carts, the number of times each product was included in a checkout, and the number of unique purchases; along with cart-to-detail and buy-to-detail ratios.

“Conversion rates and attachment rates by product will be extremely insightful when looking for opportunities to improve user experience.” – Matt Brown, VP of Marketing

Checkout Behavior – allows marketers to evaluate the parts of the funnel where users abandon the checkout.  In addition, the feature set includes advanced ecommerce segmenting abilities to view site interactions prior to checkout abandonment and to use in remarketing campaigns.

Product List Performance – based on tagging of ec.js you can logically group different products site wide.  Examples include Up-sell blocks, Cross sell blocks, Related products or Search results pages.

Internal Promotions – Internal Promotion Name will be a primary dimension.  When tagged it will easily allow merchandisers to compare impact and success of various promotions.

“This used to be an extremely manual measurement process that meshed event tracking on banners, coupon code data and % change reports for discounted products, I’m looking forward to having more concise data in one place.” – Dan Greco, Web Analyst

Import Refund Data – Previously, Google Analytics never supported refunds, so net revenue numbers needed to be pulled from the ecommerce store provider/CRM.  With enhanced ecommerce, marketers and merchandisers will easily be able to see what channels and products are refunded most often to get a more accurate calculation of ROI and product popularity.

For more information you can sign up today for Google’s new Analytics Academy course on Enhanced Ecommerce! Or connect with DO for more on Ecommerce analytics.

4-gogole

4 Essential Metrics in Google Analytics

By | analytics, ecommerce, google | No Comments

As digital marketers, we swear by tracking. And if you’re not tracking your web traffic, digital marketer or not, you should be. So, whether you’re a business owner who has experience with Google Analytics, or a young organization that is looking for some quick guidance, these four tips will put any user on the right track to success with Analytics.

1. Update your Tracking Code to Support Display Advertising

  • Gain access to demographic data such as age, gender and interests that are collected from DoubleClick.
  • Create remarketing lists that allow engagement with customized groups of previous visitors. Then you can deliver ads that are specific to that group.

For directions on how to update your tracking code, CLICK HERE.

2. Email or Newsletter Signups

  • Determine what sources or campaigns made your user decide to engage with your brand, and what exactly made them sign up.

HINT: Review your geography reports to see the states and cities of your signups.  This can help you identify your target market and consumer personas.

3. Top Landing Page Path

  • Know what path your visitors take from your top landing page. What do they read? What do they buy?

HINT: If your top landing pages have high bounce rates, consider redesigning them or even redirecting them to a more relevant page.

4) Campaign Tracking for Social Media

  • Attach UTM (Urchin Tracking Module) codes to your custom URL’s to track your Source, Medium and Campaign. For example, you can include the following items below and determine where your user came from, as well what campaign directed them to the assigned landing page.
    • Source: Facebook
    • Medium: Social
    • Campaign: Blog

HINT: Shorten the URL’s, then test them. Also, check real-time reports to make sure they work.

If you need help with your Google Analytics, don’t hesitate to contact us! Do you agree with our 4 essential metrics? What metrics are essential to your business’ success?

 

 

3 Google Analytics Features You Should Be Using – Part 3

By | analytics, google | One Comment

In our last two post about Google Analytics – we spoke on annotations and demographic reports. Today we are talking part three on auto-event tracking…..

AUTO-EVENT TRACKING

In the past if you were looking to get more data about your web visitors, you’d probably have to implement Event tracking code. But now, updates made to Google Tag Manager (GTM) allows marketers to control this without assigning a task to a developer.

Steps:

In case you don’t have GTM implemented, here are the steps that will get you started:

  1. Create Google Tag Manager account
  2. Create your first container
  3. Copy the container snippet code found in Users & Settings and implement it site wide
  4. Create a basic dataLayer with your first two tags
    • - Tag 1: Click Listener
    • New Tag > Tag Type > Event Listener – Click Listener > Rule: All Pages
    • - Tag 2: LinkClick Listener
    • New Tag > Tag Type > Event Listener – LinkClick Listener > Rule: All Pages
  5. Create a new Version and Publish

Rules in GTM depend on variables in the dataLayer. Google Tag Manager provides many by default but you’re able to create others as needed or as you customize your dataLayer.

How To Inspect Page Elements for Event Tracking

  1. Right click a page (in a Chrome browser) that has GTM installed on the page
  2. Visit the Console tab, click on an element that has a link and open it in a new tab (Command + Click on Mac) so that the page is still open
  3. Type in “dataLayer”, and hit Enter and select the Object farthest to the right. The variables (in purple) seen are a result of the linkClick listener tag and you’ll use these variables as macros, which are needed to create rules for event tracking
  4. Go back to GTM and create a new Tag
  5. Tag Type: Google Analytics and enter Web Property ID (UA-XXXXXXXX-X)
  6. Track Type: Event and fill out the fields manually or select a macro
  7. Add Firing Rule and ALWAYS put the click listener or link click listener first

Utilize these three features to continually learn more about your web traffic and get more answers for why things are happening instead of what. As our Web Analyst, Dan Greco states:

“A few years ago, web analytics was mostly for large companies. Now, more and more small and mid-size companies are realizing that data driven decision making can propel fast-track their growth. Web analytics is about understanding.  If you can understand what’s happening, what’s working, whats not working and why, positioning can be facilitated.

I think the most challenging part for small and midsize businesses is finding the time or resources to do so. There’s no doubt its an investment, but it’s the first step in building a data-driven culture. It’s a step that, in my opinion, that will continue to pay dividends.”

With that being said – If you have any questions on Google Analytics don’t hesitate to drop us a line!

3 Google Analytics Features You Should Be Using – Part 2

By | analytics, google | One Comment

In our last post about Google Analytics – we spoke on annotations and why it’s a useful feature. Today we are talking part deux on demographic reports…..

DEMOGRAPHIC REPORTS

By implementing a simple one line Google Analytics tracking code change, Google will aggregate your website visitors into what they estimate to be their interests, age and gender based on the sites they visit that are partnered with DoubleClick. The data is an essential component when A/B testing and optimizing digital experience offered by your site.

Best Practices:

You can use this data to answer questions like:

  • Does my mobile site cater to my target age group and gender?
  • How can I refine the content strategy of my blog to increase engagement?
  • What interest groups are buying which products?
  • What sources do the different age groups use to get to my site?
  • Who is most likely to purchase from my top SEO landing pages?

In short, demographic reports will help you delve further into the insights of those browsing your site. Stay tuned as part 3 will be posted tomorrow – but, in the meantime don’t hesitate to drop us a line if you need Google Analytics help!

analytics-1

3 Google Analytics Features You Should Be Using – Part 1

By | analytics, google | 2 Comments

With Google Analytics you can trace your consumers path and help improve their experience. There are numerous features you can use to help make your use of Google Analytics successful and today we are going to go over one of our favorite features….

ANNOTATIONS

Google Analytics is a great tool for explaining what’s happening on your site, but it’s rare that it’ll give you a reason why. However, if you’re looking to get the most of your data, learn more about your visitors, and optimize channel strategies this is a critical step.

One great place to start is by utilizing the annotations feature in Google Analytics. You can do so by double clicking on the date in any non-custom reporting graph.

You can also navigate to Admin > View > Annotations > + New Annotation. Using this way, you’re about to add annotations for future events.  Perfect for company announcements or industry events.

Best Practices:

It’s key to only annotate things that would move a needle one way or another in your reporting.  Some examples of impactful events may be pausing some PPCcampaigns, a product launch or stock outage, a magazine ad being published, getting retweeted by a celebrity, an appearance on local television, or the site goes down for a few hours.

If you’re utilizing several marketing channels, create annotations using the Medium before the details. When looking at a date range of annotations in the future, it’ll be easier on the eyes.

Stay tuned as we will post Parts 2 and 3 later this week – but, in the meantime don’t hesitate to drop us a line if you need Google Analytics help!

This post was written by our Web Analyst, Dan Greco – He’s not only great with analyzing data, but a rockstar on his guitar!

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