Marketing Automation Migration, Part 4: Lists and Forms

In Episode 4 of the Marketing Automation Migration, we will tackle list importing into the Mautic marketing automation software, setting up the first web form, and why I do my integration very much against best practices:

If you’re not a technical person, or don’t understand technical people well, today’s video may not be helpful. If you’re watching this video series because this is a technology – marketing automation – that your organization needs, I’m available for hire through my employer, SHIFT Communications.

In the migration map, we’re now in the lighter blue section:

Marketing Automation Migration.png

In the next post in the series, we’ll tackle tags and tracking codes. Stay tuned!

Marketing Automation Migration Series

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#SMMW16 Analytics and MarTech Roundup

#SMMW16 Analytics and MarTech Roundup

Social Media Marketing World 2016 offered plenty of networking, discovery, and fun, as promised. As part of the networking, I had the opportunity to lead the #Analytics Slack channel for the conference in the lead up to the conference and at the conference. The Analytics channel boasted 125+ members; one of the most popular discussion topics was the Analytics and MarTech landscape in social media marketing.

We referenced Scott Brinker’s Marketing Technology super-graphic many times:

martech supergraphic

Out of this massive landscape, what did #SMMW16 analytics-minded attendees focus on? Here’s my roundup.

Data Visualization

Visualization tools were the hottest topic, including:

Data Quality

Improving our data quality was a hot topic, from cleaning tools to technologies:

Dashboarding and Reporting

We discussed today’s dashboarding tools for consolidating and cleaning up reporting:

Slack Bots

Unsurprising that the topic came up with Facebook’s F8 announcements and attendees just becoming comfortable with bots. Slack bots offer us the ability to experience chat bots and other interactive services today. For analytics and MarTech minded folks, we suggested:

Artificial Intelligence Platforms

AI was a hot topic for our #Analytics channel, looking forward at the future of marketing. We explored:

Social Media Advertising Systems

No surprise that the topic of modern ad systems came up since social media has largely become pay-to-play.

Analytics Training

Finally, we reviewed the many training options for Google Analytics.

It was my pleasure and privilege to lead the Analytics group, and for those who were members, stay in touch. You’ll find my contact information here on my site; please feel free to subscribe to my weekly marketing newsletter and Marketing Over Coffee podcast.

What does the marketing analytics stack look like?

Does Google’s recent announcement of the Google Analytics 360 Suite change our understanding of marketing analytics? No. It’s more of the same – and that’s a good thing for marketers.

Let’s consider what the new Google Analytics 360 Suite promises for marketers, a bundle of six different technologies. What’s in the suite?

  • Google Tag Manager 360
  • Google Analytics 360 (formerly Google Analytics Premium)
  • Google Attribution 360 (formerly Adometry)
  • Google Optimize 360
  • Google Audience Center 360
  • Google Data Studio 360

When organized, Google showcases the suite as a marketing analytics stack:


Look carefully. Google’s Analytics 360 Suite focuses on data collection, analysis, and insight derivation. Sound familiar? It should:


The new Google Analytics 360 Suite fulfills the first three steps of the MAISTER cycle, from Marketing Blue Belt. Google Tag Manager 360 (and regular Tag Manager) helps us measure and gather good data. The analytics layer helps us to analyze what happened, from what (Analytics) to who (Audience Center) to how (Attribution and Optimize). The presentation layer – Data Studio 360 – gives us the tools we need to turn analysis into insight.

Google Analytics 360 Suite promises to be a powerful tool for larger businesses who can afford the suite; since it’s a drop-in replacement for Google Analytics Premium, I would expect pricing to be the same.

What if you’re not a business who can afford the thousands of dollars for the premium option? Is there anything left for small and midsize businesses?

Yes! Consider the structure above, the basic marketing analytics stack: Measurement. Analysis. Insight. We won’t have the luxury of a fully integrated, one-stop shopping solution that a large business can enjoy, but the individual pieces are available to us now.

  • Every business can afford Google Tag Manager and other data gathering tools.
  • Every business can afford Google Analytics, social media audience analytics, and rudimentary testing facilities.
  • Every business can afford data visualization tools like IBM Watson Analytics.

This is the basic marketing analytics stack, within reach of every business. Once we grow big enough, we can afford the Google Analytics 360 Suite, but until then, we can apply the same conceptual structure to the tools and strategies we have now. Organize what you have now into the MAISTER cycle, and start profiting from your marketing analytics stack today, no matter what solution you employ!

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mautic is open source marketing automation