Andrea asks, “How can you determine what segments to evaluate in Google Analytics?” If – and this is a big if – you have the segments you want to evaluate set up in Google Analytics, and you have goals and goal values defined, then you can evaluate segments based on their business impact. Watch this…
Stephanie asks, “What’s the first thing you should do once you have #GoogleAnalytics set up on your website?” During the CMWorld Chat yesterday, folks had some terrific questions, so we’ll be tackling each of these in the next few episodes. When it comes to Google Analytics, there’s only one thing you should do immediately after…
Clarissa asks, “Question: I publish a book and set up a series of ads using Google Ad Words and the link goes to the Amazon Page. How do I set up tight tracking for the success of the ads, where success = book sales?” This is a challenging situation because Amazon gives you very limited…
Andy asks, “How would you see how your returning visitors originally got to the site? not just how they got there when they returned?” This requires a fair amount of customization to Google Analytics. Watch the video for the complete walkthrough, including an explanation of different measurement levels (users, sessions, hits) and how Google Analytics…
Andrew asks, “How do you know what to benchmark against?” This is a great and complex question to answer. Benchmarking effectively means having insights into competitive data and very often, competitors don’t necessarily want to share that kind of data for obvious reasons. There are five places we can benchmark in digital marketing data. –…
Will asks, “I want to track people from a specific event and see how many return after the event is over. How do I do this?” This question has two parts to the answer. The first is appropriate tagging; without correct UTM tags, you won’t be able to track anything. If you’re using ads, you…
Scott asks, “How do you track Facebook activity without installing the Facebook Pixel?” Companies may have good reason to not install Facebook’s pixel. The company hasn’t exactly behaved in a trustworthy way as a responsible data steward. Other companies may have serious regulatory concerns like GDPR compliance or other PHI. So how do you determine…
Fiona asks, “What are CAC and CLV / LTV and why are they important?” CAC is customer acquisition cost. CLTV, LTV, and CLV are customer lifetime value. These two numbers are the underpinnings of all marketing analytics. Watch this video to learn more about them, how to calculate them, how to use them, and how…
Julie asks, “What trends should I be looking for in my analytics?” The answer to this question is going to require some math, so pour a coffee and let’s tuck in. In this video we’ll review simple and exponential moving averages, the moving average convergence divergence indicator, and the application of the stock alerting technique…
