Understand the Meaning of Metrics
Amanda asks, “As a data scientist, you’re adept at collecting raw data, interpreting their meaning, and determining the resulting actions to take. What tips can you offer to help content creators and other analytics novices understand the meaning behind...How to Think About High Bounce Rates in Google Analytics
Donna asked in Analytics for Marketers: “if a page has a high bounce or exit rate, how do you determine the cause of that and fix it?” There’s a lot to unpack here. First, let’s talk about page intent. Page Intent and Bounce Rate What’s...How Google Analytics Decides Attribution Tracking
One of the more opaque things about Google Analytics is understanding how the software processes various types of tracking codes. If we don’t know how Google Analytics interprets the different kinds of tracking that it uses for attribution, then we may not be...The Power of Analogy in Marketing Communications
One of the most powerful tools at our disposal for demystifying complex subjects is the analogy. When we work with analogies, from simple comparisons to skeuomorphic design (digital designs that mimic real world objects), we help people learn faster, retain...Google Analytics 4 or Bust: Lessons from Google Marketing Live 2021
At the recent Google Marketing Platform’s Google Marketing Livestream virtual event, Google previewed a bunch of changes coming to the platform as a whole, but some of the features that most stood out were: Customer Match: the ability to encrypt and upload your...AI for Marketers Book
In this all-new, completely-rewritten 2nd Edition of AI for Marketers, learn:
- What AI is and isn't
- 5 practical applications of AI in marketing
- Key questions to ask of any vendor claims about AI
- How to prepare your company and your career for AI
