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5 Steps to Measure Your Omnichannel Performance Using Digital Analytics

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  photo credit: Karolina Grabowska We had an interesting question come up the other day about how many leads does content get versus how many leads does advertising get. It's a great question, but, as analysts, if you were just going to report a number then you would be doing a disservice to the real problems at hand. Here is how I see this: - The original ask isn't a true business question that an analyst should really try and frame each question she or he is trying to answer - The question within the question is more important. What I believe is being asked is "how good are these channels and why do we need both if one is better than the other?" - maybe there's a bias towards one or the other, but you have to get to the heart of the matter The real things to solve for are the following: 1) Do we get leads ATTRIBUTED to content? 2) Is that lead ATTRIBUTED to content at the first touchpoint or in the journey? 3) If someone sees an AD with CONTENT during the journe...
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The Best Regex Weapon for Google Analytics

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The honest truth about Google Analytics: hardly any novice-to-intermediate user ever uses custom reports, dashboards, or alerts. The good news is that you can do A LOT with the standard reports if you know a couple of handy tricks at your disposal.  Current World of Google Analytics Data Search I am sure you have seen the above. The field where you can find something specific. It's pretty handy, but it's also fairly limiting. You can click into it and get this little guy. Advanced Google Analytics Data Search When clicking on advanced, you can include/exclude by the dimensions you have and utilize simple operators such as "containing", "begins with", "ends with", and "exactly matching" which in reality we all rarely use (it's tough remembering what dimensions are exactly named!). This is great when trying to find a set of pages, or campaigns etc. that need to be grouped together for easy review of how things are ...
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Website Engagement: Bigger Doesn't Mean Better

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Bounce rate  0% - CHECK Pages per Sessions 2 per session - CHECK Avg. Session Duration  2 min - CHECK Avg. Time on Page  30 seconds - CHECK Those are generally industry-respected metrics in regards to website engagement, and if you told a lot of your higher-ups and bosses these you might feel like your winning. But here are a few more metrics for you that might make you think otherwise: Newsletter Subscribes Conversion Rate  < 1% Lead Form Capture Conversions  < .5% Ecommerce Conversion Rate < 1% One of the things that I hold dear in my most recent training with www.digitalmarketer.com is that site engagement metrics are looking at metrics more in the sense of "what is the degree to which people are engaging".  I love that. The first set of metrics could be fine, or you could have a problem in engagement, but you have to really scrutinize your bottom-line to really figure that out. What we do know is that someth...
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