The digital marketing landscape is one of endless opportunities. With an ever-growing set of tools and platforms to choose from, there is no shortage of ways to reach your audience, and, if you do it right, turn the anonymous user into a valuable customer. However, with the customer journey being a complex ecosystem filled with campaigns, ads and messages, how can you accurately give credit where credit is due? How do you know where to double-down your efforts and where to hold back?
Topics: Digital Marketing - Practical
As we all know, digital has become the heartbeat of modern marketing and the amount of data & platforms we use within marketing are growing at a considerable rate. One of the biggest challenges is that the data we use to measure and improve our marketing performance is siloed across numerous channels and tools.
To make your business truly data-driven you need to have full control over the data. A well-designed data collection solution gathers data from multiple sources and makes it available in one place. In the marketing world, this foundation enables you to make strategic decisions about which channels to continue investing in, where the budget should be allocated and what platforms are providing the best return on investment.
What would the Manhattan-swilling, cigarette-smoking, suit-clad advertising executives be doing if AMC’s hit show Mad Men were set in today’s advertising climate rather than the 1960’s? To start, you’d have to exchange the Manhattans for craft IPA’s, the Lucky Strikes for vape pens, and the suits and skinny ties for flannel shirts and skinny jeans. Just as Mad Men was set in the tumultuous ‘60’s, a turning point in advertising and culture, today’s advertisers face a similar inflection point. A seismic shift is underway in the advertising world, thanks to advances in technology, of course spurred by the now ubiquitous World Wide Web. We’re living in the Internet Age and what that means more than anything is we have more data on consumers than ever before-- maybe Ginsberg was right to be paranoid about computers replacing ad execs...
You work so hard to attract people to your website with a variety of marketing activities and platforms. However, when they finally arrive, the chances are they’ll leave again without making a purchase. The frustrating truth is that 92% of people who visit a retail website for the first time don’t intend to buy anything, according Episerver. In fact, AdRoll says just 2% of visitors actually convert on their first visit to a website.
Google Analytics is by far the most used analytics tool available. It’s estimated that more than 80% of all websites worldwide use Google Analytics (GA) for measuring their website usage. However, many users jump straight in without laying a strong foundation or gaining a proper understanding of the tool.
Funnel, at its foundation, is a data aggregation service. As such, it should come as little surprise that a common topic for discussions we have internally as well as externally with customers is that of metrics. Some of these discussions are simple and straightforward. A customer needs metric X from advertising platform A so we’ll make sure our connector to that particular platform includes that metric when downloading data.
After working with multiple advertisers ranging from small ecommerce companies to big retail brands we have noticed that there is almost always a couple of quick fixes that can be done to improve AdWords accounts performance and thus companies overall business KPIs.
For anyone working in digital marketing, it can be a challenge to keep track of the multitude of AdWords conversions conversions from view through to call conversions. Metric names and definitions can change, appear and disappear periodically and the AdWords Help Center has a lot of content to sift through. Knowing how AdWords campaigns convert is an essential part of digital marketing. Along with retargeting, AdWords conversion metrics are one of the best ways of increasing overall conversions. In this post, we’ll try to bring some clarity by summarizing what we know about the conversions found in AdWords. On top of the metrics listed below, AdWords users can also define their own custom conversion events and actions. However, this post will focus on a group of selected standard conversion metrics available to all AdWords users.
I recently wrote a post about how to name your advertising campaigns in a way that makes managing your ad accounts easier. One of the most important learnings from that post was to be consistent when naming ad campaigns. This means, always use the same structure, the same variables and share this information with everyone managing campaigns in ad accounts. This sounds like a fairly easy task, but the truth is it's hard to follow these guidelines if you don't have a structured process in place.
