Is Accurate Attribution Even Possible?
#measure #marketing

"Useful results emerge all the time from thoughtful attribution projects, particularly when they are combined with complementary methods, which may include randomized tests and mix modeling."

"Data Studio is meant to address a growing complaint among data-savvy analysts who have to offer guidance to time-crunched managers; namely, that the majority of their time is spent on data management tasks rather than analysis."

MIT Technology Review: For analytics leaders to succeed, "they need to be able to easily integrate more data sources, harness machine learning and advanced technology for faster, more sophisticated analyses, and extract insights that will improve business performance. Ultimately, they need to make the transition from data to action." Read the full report: https://goo.gl/Ogj0bu

Did you know that 46% of consumers say that waiting for pages to load is what they dislike the most when browsing the mobile web? Get your copy of this toolkit to get your site up to speed. https://goo.gl/ALyYTc

Rethinking Marketing Measurement from the Ground Up
#measure #marketing

Matt Lawson, Managing Director of Ads Marketing at Google, discusses three questions marketers should ask themselves to rethink measurement in a multi-screen world. “Enterprise marketers need a new approach to measurement that shows them the entire customer journey and lets them see what’s working at each step along the way.” https://goo.gl/YcXwqC

Improvements Coming to the Google Analytics Desktop UI
#analytics #measure

"For the last few months, we’ve been working to build a simpler Google Analytics while still retaining the key functionality that people frequently use."

What You Need to Know to Get Started with Google Tag Manager
#measure #analytics #gtm

"If you're running Google Analytics, you're working with a tag. The GA tag typically runs on every page of your website and returns information -- page views, time on site, landing page, etc. – to Google."

Never Leave Your Data Unattended: 6 Custom Alert Areas You Shouldn't Miss
#analytics #measure

"Google Analytics offers several features to monitor important data changes and alert you instantly. Two of the most important features are Custom Alerts and Automated Insights."

Minority of North American Enterprises Understand Cross-Channel Buying Journeys
#measure #marketing #analytics

New Econsultancy report says, "while 58% of respondents say they use data about their customers to find similar audiences, levels of customer understanding are lower when it comes to journeys and devices. Just under half (48%) of respondents agreed that they understand their customers’ typical cross-channel buying journeys, and fewer (39%) understand their customers’ cross-device behaviors." https://goo.gl/WEvPB8

5 Recommended A/B Tests for Your Mobile Audience
#mobile #marketing #analytics #measure

"Since mobile visitors behave and think differently than desktop ones, it’s crucial for us as marketers to identify these behaviors and the mobile state of mind to create a better experience that’s dedicated to converting them."

In this video we introduce some of the features in Google Tag Assistant, including Google Tag Assistant Recordings. Learn how to enable/disable the extension from validating your tabs, mark favorite domains to always be validated, and record a user flow through your website to make sure your Google Analytics is implemented correctly. Learn more at: https://goo.gl/Zk5QaA

An Agency Perspective: Shifting the Measurement Mindset to Drive Growth
#measure #marketing

"Many organizations end up tracking metrics that aren't true KPIs. Cost per acquisition, impressions, and time on site are perfect examples of yesterday's metrics that may not support growth. Brands have to connect the dots and make sure they understand the value of different metrics relative to important business KPIs, like sales and lifetime value. That way they can make investment decisions that drive growth."