Category: analytics
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Analytics Governance, UTM Tracking, and Privacy
Third party cookies. Safari iOS tracking updates. Ad blockers. CPRA. So many different initiatives are in progress now to increase consumer privacy (a good thing) and decrease marketing’s ability to target people (less of a good thing if you’re a marketer who relies on that data). When other marketers ask what my strategy is to…
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Advice for Casino Marketers
Jay asks, “What advice would you give casino marketers? They live off of the frequency of their customer base. The markets are pretty mature in that they’ve had, not one but, multiple casinos to compete with. Right now they just throw more offers out, eroding already thin margins.” In any business where you’re highly dependent…
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How to Measure and Analyze Dark Social Media
Stacey asks, "I’m so curious if you know of any proxies that work for estimating the value or volume of these "dark social" networks?" Measuring dark social media is obviously quite difficult since it’s by definition outside the scope of most tracking (hence dark). Depending on the urgency and importance, there are a few things…
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How to Calculate Diminishing Returns
I had a fun debate with my kids recently about the Mega Millions lottery and at what point you hit diminishing returns on purchasing lottery tickets. Lottery tickets are inherently a bad mathematical bet; the ROI of many games is somewhere around -90%. For every 1 you spend on the lottery, you lose0.90 of it.…
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You Ask, I Answer: Planning Ahead for Holiday Campaigns?
Sasha asks, “How far in advance does planning need to begin for seasonal or holiday shifts in a digital marketing strategy?” It depends on the holiday. This is where forecasting software really shines. Each holiday has an inflection point that’s visible in search traffic; find the probable inflection point for an upcoming holiday and then…
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You Ask, I Answer: Measuring A Social Post’s Impact?
Karalyn asks, “In a situation where the marketing tweet did not have a higher engagement rate, but did have a higher impact, how do you show that community value to a client?” Community value is measured over the long-term, which means first educating the client on the value of a community. The day you plant…
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You Ask, I Answer: Filtered Views and Google Analytics 4?
Josh asks, “In GA4, how do we properly understand the paradigm shift when it comes to filters? In the past, we could provide access to data across numerous groups just by setting up a filtered and customized view for users – but that looks like it has all gone away in favor of data streams.”…
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You Ask, I Answer: Marketing Advice for Brands in 2021?
Michelle asks, “What one piece of marketing advice would you offer to brands as we head into the new year?” Get your analytics infrastructure in order. So many companies are in terrible condition, analytics-wise, and if you’re a mess, then you can’t make data-driven decisions. You want to be data-driven. You want to make decisions…
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You Ask, I Answer: Marketing Trends vs. Tactics and Strategies?
Oleksandyr asks, “What defines a trend versus a tactic or a strategy?” Mathematically speaking, the definition of a trend is a sustained change in a metric over a period of time that can be proven with a statistical test. In the context of this question, I assume we’re talking about usage of particular channel, tactic,…
