Summary In today's episode, I walk through how to analyze your email marketing performance and identify which KPIs actually drive business results. Here's what this means for you. You'll shift focus from vanity metrics to numbers that tie directly to revenue and pipeline growth. You'll also learn these concepts: how to apply the list-offer-creative diagnostic…
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 the intent of the page in question? If it’s an…
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 able to explain changes in our analytics data. The Importance of Good…
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 information better and longer, and reduce confusion. So, why don’t we use these tools more…
Summary In today's episode, I walk through how to optimize website content using free tools like Google Analytics and Google Search Console with a real podcast site as the example. Here's what this means for you. You'll discover practical, no-code ways to sort and filter data in Excel so you can spot which pages drive…
Summary In today's episode, I walk through the mathematics of trend detection, methods for measuring rate of change, and the timing for taking action on data signals. Here's what this means for you. You gain a framework for spotting anomalies, upward trends, and breakouts so you can act on momentum before it fades. You'll also…
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 customer data lists for ad targeting purposes – will be open to…
Summary In today's episode, I walk through how to use Google Analytics 3's competitive benchmarking feature to compare your marketing performance against industry peers and turn the results into actionable dollar amounts. Here's what this means for you. You'll gain a framework for identifying which channels are underperforming and quantifying the revenue you're leaving on…
Here’s a content marketing question to start your thinking: what would you assume the relationship is between average time on page and word count? I would assume there would be a linear relationship, right? More words on a page means more time to read, so there should be a linear relationship between these two variables.…
Summary In today's episode, I walk through how attribution modeling works in Google Analytics 4 and show how to rebuild an attribution dashboard in Data Studio since GA4 dropped the native attribution tool. Here's what this means for you. You get a free way to track which marketing channels actually drive conversions while GA4 matures,…
