All in digital measurement
Conversion metrics are important parts of any analytics program and should help drive decisions at the top and bottom of the accountability ladder. They help drive optimization as well as tell a story about usability and click-paths that ultimately depict behaviour. Is your website doing what it is can to deliver on what the visitor came to your site to buy/donate to/get informed about/etc.?
Attribution is a marketing concept of giving credit to the various touchpoints or campaigns or channels that a customer interacts with on its way to a decision. Effective analytics programs provide the necessary data to the organization to understand what touchpoints attribute to a sale or conversion that is important.
The Tuesday Standard is looking to tell the stories of analytics - measurement - data - visionaries that are getting things done in their organizations. They are innovators and making change happen in charities, corporations, governments, etc. and have an interesting story to tell that will help all of us in this growing field. What about your story? Let us know - complete the form - it's as simple as that.
Presentations, white papers, and reports related to measurement and analytics.
E-commerce is a growing activity online and a channel where organizations are always seeking to understand what is happening to fine-tune marketing, merchandising and pricing efforts. This post looks at the various measurements or KPI's to consider as you monitor e-commerce activity - as well as the tools you can use to measure these.
The second part of a two-part article on decision making and data, this week's post looks at taking the next steps towards moving your organization to be more data driven in how it makes decisions. Addressed are how the Analytics Foundation Strategy is carried through the shift as well as the potential challenges that come up.
How to shift your organization to make more informed decisions through data - while making sure you don't ignore gut feeling decisions that often have served well in the past.
Comprehensive analytics and measurement programs take an investment of time and money to execute effectively. Focused less on staff and more on tools and resources, this post looks at how funding your program can be managed, and spread across the budgets of the different departments that benefit from the program.
Any measurement or analytics program needs to consider how open your internal access to data will be, and how open and transparent you will be with key stakeholders and the general public. This post takes a look at different types of organizations and how their approach to access can be driven by the culture and education around measurement as much as it is by any governance restrictions.
Understanding satisfaction is one of those measurements that provides insight into what you are doing right, but also what you are doing wrong in your online experience for different audiences. This goes for websites or apps that include shopping carts, services, or mainly information only. This post is the first lead off from the 6 elements of measurement discussed last week and will be a deep dive into this element
When one thinks of measurement on a website or mobile app, most automatically navigate towards traffic, sources, clicks, conversions, etc. There are many other aspects of measurement that can be both used to understand behaviour on your site or app, but also be used from a KPI perspective for broader performance management.
In this post, the third in the 3-part series on digital marketing strategy, we will look at a series of steps or processes as well as best practices to practically move from strategy to implementation.
In this second of the series posts, I will address the elements of an effective measurement strategy and how they come together to build on, to move forward.In this second of the series posts, I will address the elements of an effective measurement strategy and how they come together to build on, to move forward.
This blog post is the start of a 3-part series for those who are fairly new to developing a measurement strategy for any type of organization, and are trying to look at measurement from a high level. Think the one thousand foot view and the impact of measurement on the entire organization and how it makes decisions.