Friday, August 28, 2015

Multi-channel analysis

Now let’s look at another way to evaluate traffic channels. Rather than measuring success based on last-click conversions and revenue, we can evaluate channels based on how they assisted other channels in generating revenue.

A good example is display advertising, since display often helps other channels generate transactions and revenue by engaging users early in the buying cycle. Assisted conversions and assisted revenue are important ways to measure brand-based marketing or any marketing not intended to drive direct conversions.

We can use the Attribution Modeling tool to understand the overall value for channels and marketing activities that assist with conversions.

For multi-channel analysis, we’ll want to know:

  • Which channels engage customers throughout the buying cycle?
  • How do our marketing channels and campaigns work together to generate conversions and revenue?
  • Are there any specific channels, campaigns, or any specific parts of a campaign that are underperforming?
  • What is the value of our investment for channels that don’t generate direct conversions?

Customer profile analysis

In addition to understanding The Great Outdoor’s daily website traffic, our marketing manager wants to learn more about the store’s purchasing customers and their interests. This information can help improve future audience targeting, ad messaging, and overall marketing strategy.

We can use Google Analytics to better understand:
  • What was the behavior of users that converted versus those that didn’t?
  • What were the demographic characteristics of users that converted versus those that didn’t?
  • What were the technology platforms that made it harder for users to convert?
  • And what are other characteristics of users that converted?


from Blogs http://ift.tt/1fKvOEK

Multi-channel analysis

Now let’s look at another way to evaluate traffic channels. Rather than measuring success based on last-click conversions and revenue, we can evaluate channels based on how they assisted other channels in generating revenue.

A good example is display advertising, since display often helps other channels generate transactions and revenue by engaging users early in the buying cycle. Assisted conversions and assisted revenue are important ways to measure brand-based marketing or any marketing not intended to drive direct conversions.

We can use the Attribution Modeling tool to understand the overall value for channels and marketing activities that assist with conversions.

For multi-channel analysis, we’ll want to know:

  • Which channels engage customers throughout the buying cycle?
  • How do our marketing channels and campaigns work together to generate conversions and revenue?
  • Are there any specific channels, campaigns, or any specific parts of a campaign that are underperforming?
  • What is the value of our investment for channels that don’t generate direct conversions?

Customer profile analysis

In addition to understanding The Great Outdoor’s daily website traffic, our marketing manager wants to learn more about the store’s purchasing customers and their interests. This information can help improve future audience targeting, ad messaging, and overall marketing strategy.

We can use Google Analytics to better understand:
  • What was the behavior of users that converted versus those that didn’t?
  • What were the demographic characteristics of users that converted versus those that didn’t?
  • What were the technology platforms that made it harder for users to convert?
  • And what are other characteristics of users that converted?


from Blogs http://ift.tt/1fKvOEK
via IFTTT

Friday, August 21, 2015

Understanding Customers

Traffic source analysis

we’ll perform an in-depth analysis on how well The Great Outdoors is targeting and acquiring customers. To begin, let's look at the Marketing Director's dashboard. It's immediately apparent that revenue is down significantly compared to this time last year.



from Blogs http://ift.tt/1EI6J3M
via IFTTT

Understanding Customers

Traffic source analysis

we’ll perform an in-depth analysis on how well The Great Outdoors is targeting and acquiring customers. To begin, let's look at the Marketing Director's dashboard. It's immediately apparent that revenue is down significantly compared to this time last year.



from Blogs http://ift.tt/1EI6J3M

Thursday, August 13, 2015

Ecommerce Analytics: From Data to Decisions part-II

Analysis Preparation

Introduction to segmentation

One of the most important Google Analytics tools you can use for in-depth analysis is segmentation. When you apply a segment, you are essentially filtering your data in real time. Segmentation lets you isolate and compare subsets of Analytics data, so you can see which segments may be under-performing.



from Blogs http://ift.tt/1DMZBbr

Ecommerce Analytics: From Data to Decisions part-II

Analysis Preparation

Introduction to segmentation

One of the most important Google Analytics tools you can use for in-depth analysis is segmentation. When you apply a segment, you are essentially filtering your data in real time. Segmentation lets you isolate and compare subsets of Analytics data, so you can see which segments may be under-performing.



from Blogs http://ift.tt/1DMZBbr
via IFTTT

Saturday, August 8, 2015

Ecommerce Analytics: From Data to Decisions part-I

Introduction to Ecommerce Analysis

Discover useful reporting and analysis techniques to help your ecommerce business make informed decisions using Google Analytics data. In this self-paced online course, you’ll immerse yourself in the measurement planning process and practice navigating Google Analytics to improve the performance of an example ecommerce business.



from Blogs http://ift.tt/1T4x9se

Ecommerce Analytics: From Data to Decisions part-I

Introduction to Ecommerce Analysis

Discover useful reporting and analysis techniques to help your ecommerce business make informed decisions using Google Analytics data. In this self-paced online course, you’ll immerse yourself in the measurement planning process and practice navigating Google Analytics to improve the performance of an example ecommerce business.



from Blogs http://ift.tt/1T4x9se
via IFTTT