Category: analytics
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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 the metrics data they’ve collected?” Metrics are numbers. So, the real question is, what does each…
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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 the intent of the page in question? If it’s an…
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Branded Organic Search: The One PR Metric Almost No One Uses
Public relations and brand folks measure lots of things, but almost none of them use the one metric that would prove the value of their work. What is that measure? Branded organic search queries. What Is Branded Organic Search? A branded organic search query is when someone searches for you by name – your company…
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What Is The Difference Between Analysis and Insight?
I posted a chart in a discussion forum the other day, and someone responded that it was a great insight. That left me scratching my head – the chart was useful, to be sure, a predictive forecast of when a topic was likely to trend in the next few months. But it wasn’t an insight,…
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You Do Have a Head for Analytics
Last week in a conversation, Paul said, “When it comes to Google Analytics, I learned about as much as I could but I’m a Communications guy. I have an English degree. I don’t have the brains for analytics.” Okay, a bit of a rant here. There is no such thing as not having the brains…
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Measuring the Financial Impact of Earned Media
Shea asks, “Wondering your perspective on how to measure the financial impact of earned media when it doesn’t include a backlink to the company website?” This is a fairly common question. There are several ways to peck away at this and arrive at a conclusion that’s on reasonably solid ground. Let’s dig into those methods.…
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Find New Marketing Strategies with the 2×2 Matrix
Let’s take a moment to consider the simple, humble 2×2 matrix. This business strategy tool is heavily used, from publications and speeches to every case study you’ve ever read in business school. Every major consulting firm has thousands of 2×2 matrices on Powerpoint slides laying around. Yet the reason why it’s so overused is because it works so…
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The Most Important Question in Attribution Analysis
One of the most important questions you can ask a prospective customer is one almost no one asks: How did you hear about us? (or its many variations, like “What made you come in today?”) is a question we don’t ask nearly enough. Why? Why don’t we ask this critical question, a question that is…
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The Three Whats of Marketing Reporting
Let’s be candid: most marketing reporting sucks. It’s either so superficial and activity-based that it doesn’t tell us anything, or it’s a truck backing up, dumping data all over our desk and expecting us to sort through it all. Neither helps us improve our marketing. What’s the solution to this conundrum? One answer is a…
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iOS 14.5 and Marketing Analytics: How Concerned Should You Be?
In the past few weeks, we’ve heard that the sky is falling and that marketing will forever be ruined with Apple’s new iOS 14.5 update which would put privacy popups all over users’ iPhones. Now that the update is out, what’s the reality? How much of the hype was true? I upgraded my phone to…
