As an ecommerce marketer you have access to a lot of data about the effectiveness of your marketing campaigns. The challenge comes when you’re looking at this data in a thousand different places and trying to put the pieces together. In order to make decisions with confidence, and within the day or week, you need to have your marketing data in one central location and in a set of dashboards that allow you to see everything.
Since the beginning of marketing, businesses have attempted to understand the influence their marketing activities have on their bottom-line. Today, Multi-Touch Attribution (MTA) models assess the role each marketing touchpoint plays in creating customers and generating revenue. Despite numerous technological advances in tracking and modeling, many challenges still prevent organizations from adopting MTA. Those include:
Topics: Data Warehouse exports, Looker, Attribution
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.
