Summary In today's episode, I share a New Year's message about analyzing your 2019 marketing data to drive real business decisions in 2020. Here's what this means for you. You'll break free from analysis paralysis by focusing only on what to do more of and what to stop doing. You'll also learn these concepts: why…
Mike asks, “In Google Analytics, is lookback window the same as conversion window?” Good question – at first they can seem similar, but they’re different features. The conversion window’s proper name is campaign timeout, and it’s the length of time someone can be attributed to a campaign, without subsequent activity, before they’re dropped out. This…
Summary In today's episode, I explain the critical difference between Google Analytics' conversion window (called campaign timeout) and lookback window and how each one shapes your attribution analysis. Here's what this means for you. You stop miscounting returning visitors as new people and you gain a more accurate picture of which channels actually deserve credit…
Summary In today's episode, I evaluate Facebook's brand collabs manager with Instagram integration and explain what it means for influencer marketing agencies. Here's what this means for you. You'll understand whether this tool threatens agency business models today and how agencies can build defensive value through analytics and relationships. You'll also learn these concepts: why…
Joe asks, “One thing I feel would round it out would be (As a new GTM with GA user) to see how the results surface in Google Analytics. For example, which section (under Goals, Behavior, other)?” This is a followup question to the previous episode on setting up virtual pageviews for PDFs in Google Analytics.…
Summary In today's episode, I show where PDF tracking data appears in Google Analytics after you set it up through Google Tag Manager. Here's what this means for you. You gain a clear map of which reports to check so you can verify your tracking and measure conversions with confidence. You'll also learn these concepts:…
Lauren asks, “I’m planning out 2020 and I’m curious….what tools do you use? Is there a template, worksheet, planner, or process that you swear by?” For marketing, I take my Google Analytics traffic from the last couple of years and run a predictive analytics algorithm to forecast next year’s traffic. Then I look at the…
Summary In today's episode, I walk through how predictive analytics and traffic driver analysis can shape your marketing planning for the coming year. Here's what this means for you. You gain a data-driven framework for forecasting traffic changes and deciding where to invest your marketing efforts before losses show up in your numbers. You'll also…
Jen asks, “What are some solid KPIs that you will be looking for next year?” Recall that our definition of a KPI is any metric for which you either get a bonus or fired. This poses a quandary for marketers responsible for brand, since brand tends to be one of the least well-measured metrics a…
