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Posts tagged with Analytics

Five cost effective SEO tools for SMEs and digital startups

SEO Tools are a time saver for everyone. However, the majority of the tools are too costly for small businesses or digital startup.

So, here are five cost-effective SEO tools that would be beneficial and helpful to them.

11 comments

How should web analytics tools be used to measure paid search?

Web analytics is essential for measuring and optimising paid search campaigns, and being able to extract the rind kind of data to improve your campaigns. 

This post, which includes some extracts from our new Paid Search Marketing (PPC) Best Practice Guide, looks at examples of how to use analytics to track PPC performance. 

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Using analytics to boost your social ROI

Recent surveys suggest that 80% of marketers worldwide plan to use social media data to enhance their overall marketing efforts. However, more than 40% of marketers cite lack of analytics capabilities as a factor that prevents them from effectively collecting social media data.

This presents a significant challenge that needs to be overcome in order for marketers to tailor social communications in ways that encourage meaningful engagement.

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Just 41% of businesses can accurately track mobile vs. desktop user behavior

Despite the increasing importance of mobile devices for both traffic and sales, fewer than half of businesses (41%) are able to accurately measure the behavioral differences between mobile and desktop visitors.

A further 41% report that they have limited insight into how mobile users browse their sites, while almost a fifth (18%) say they cannot measure the difference at all.

The findings come from the new Econsultancy/Kontagent Mobile Sophistication and Strategy Report, which takes a hard look at how organizations and agencies are responding to the ever-expanding reach and importance of mobile.

The study is based on a January 2013 survey of 1,301 respondents from both client-side and agency backgrounds. To provide context for mainstream marketers, the sample was divided into two main parts.

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Social media measurement: focus on the big picture

https://assets.econsultancy.com/images/resized/0002/9591/what-the-fuck-meme-blog-third.jpgA couple of weeks ago I wrote a post about some of the problems I’ve encountered when trying to gauge accurate traffic from our social media channels, particularly Twitter.

Based on the overwhelming response in the comments section, and feedback from our own recent social media measurement roundtables, it appears this is a very common problem. 

Lots of you took the time to offer up ideas and recommendations, so I thought it would be useful to recap (and test) some of the suggested solutions here...

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Was 2012 the 'year of the tablet'?

Last year I analysed whether the industry claim that 2011 would be the 'year of the mobile (device)' was correct.

It seemed those clever industry commentators got it right on that occasion.

This year we've stepped it up a notch, got more specific and it's time to examine whether or not 2012 really was the 'year of the tablet'. 

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Social media measurement: Is Google Analytics getting it wrong?

https://assets.econsultancy.com/images/resized/0002/8980/twitter_mes-blog-thumb.pngSocial media attribution is BIG news. 

Marketers are struggling to attribute revenue to social channels, and lack of definable ROI is one of the major reasons that businesses cut back on social investment. 

I spend a lot of time looking at our own social attribution, but it strikes me that in many cases, the closer I look, the less clear a picture I have.

This isn’t because the figures I have to work with aren’t clear.

It’s because, in a lot of cases, they might not be true...

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Why online marketing is as simple as five-a-side football

Smart marketers understand that organisations need to adapt for the changing nature of online marketing.

But how can they best articulate this internally for earned and owned media?

Time for a good old sporting analogy...

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Are brands overestimating the value of social data?

Brands love social media, and as evidenced by the number of high-dollar acquisitions of social media monitoring and analytics firms last year, they love the data that social media generates.

And, on the surface, there's a good reason for that: popular social networks like Facebook and Twitter give brands a front-row seat to the collective conversation consumers are having about their products and services. From that conversation, brands may, in theory, be able to gain valuable insights that help them connect with consumers and serve them better.

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The rise of (not provided). Is Google making it impossible to measure natural search ?

It's reasonable that the average organic search engine marketer is feeling fairly embattled in recent times.  

Not only are they under assault from the increasingly rapid pace of change within its algorithm, but it seems that Google is also making it ever more difficult to measure the real effect of SEO related changes.

The most obvious issue is the rise of the (not provided) keyphrase referrer in analytics. This was launched in a blaze of publicity in late 2011 for users signed into Google services, but the amount of traffic referred by (not provided) has been stealthily increasing ever since.  

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What's heading our way for search and analytics in 2013

The more data points we have as marketers, the more we are able to analyze the effectiveness of of what we do online and how we can readily adjust our strategies, including search.

Each year, we look ahead and try to focast what changes we can expect in the year ahead. No one predicted that Facebook would be joining the search game but here are another few predictions that may happen in the next 12 months.

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Start Me Up! A profile of adeven

Based in Berlin, adeven is a mobile analytics and ad verification company, which aims to enable advertisers and agencies to understand and optimise effective mobile campaigns in real time. 

We asked the three founders, Christian Henschel, Paul H. Müller and Manuel Kniep to explain the business model and the company's future plans. 

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