Google Analytics recently released its new Cohort Analysis feature. Justin Cutroni did a huge, full writeup on his blog, which is well worth reading. Today, I’d like to dig into a couple of basic use cases for this new report so that you can turn the analysis into something useful. If you’re unfamiliar with cohort…
As happens every time another “influencers” list appears, reactions in the marketing community range from “OMG GRATS” to “This is BS”. The better question is, do these sorts of things matter? The short answer is: only you can tell from your data. If you’re looking for someone to hire or someone to read, then ask…
Have you ever invested on your own? Maybe opened up a retirement account? Ever notice that most retirement funds come with a management fee? This management fee pays for an analyst to look at the fund and ensure it remains balanced. For example, suppose your retirement portfolio started out like this: Stocks: 25% Bonds: 25%…
How do you know whether your marketing analytics is effective? What’s the top sign of an ineffective marketing analytics program? It isn’t ROI. It isn’t increased sales volume. Let Batman give you the answer: The top sign of bad marketing analytics: you never do anything with the data you collect or the analysis you perform.…
You’re paying for enormous amounts of research you’re not using. I can make this bold statement because I’m guilty of it, too. I’ve paid large sums of my own money for research I didn’t use as well as I could have. What is this research? I’m speaking of paid advertising. Right now, I’m in the…
There’s obvious professional benefit to mastering your marketing analytics tools, from data visualization to complex statistics. You can improve your marketing programs, grow your business, and make more money. However, often we just do the same rote things in our marketing analytics. What can we do to improve our skills? How can we get better…
In a tacit acknowledgement that (not provided) basically killed keyword-based optimization, Google Analytics over the weekend relocated organic keyword tracking, burying it inside the campaigns menu. Why the change? For years now, fewer and fewer keywords were being picked up by web analytics software. Encrypted search and mobile are the two reasons they’ve vanished from…
