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Posts tagged with Tracking

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The best APAC digital marketing stats from April 2016

Here are the most eye-catching digital marketing stats from APAC in April.

This month's topics include WeChat, video advertising, Indian ecommerce, Chinese digital agencies and much more.

More stats are available in Econsultancy's Internet Statistics Compendium.

0 comments
POS

11 ways to track online to offline conversions (and vice versa)

Marketers can feel pressured, by blogs like this, into believing they are lagging in the race to master omnichannel attribution.

In the real world, what marketers need are discrete ways to track discrete actions. That's why I thought a roundup of some methods of tracking online to offline conversions (and back again) might be useful.

Please add your own two cents in the comments.

6 comments

Cross device tracking: is it time for cookie periods to be extended?

With the rise of cross device tracking, it is perhaps timely to consider the true length of customer journeys and whether as a result, cookie lengths should be revisited. 

4 comments

The power of Influence and the multichannel customer

Customer journeys are becoming increasingly complex.

Not only are they across multiple channels with multiple touch-points, they are also spanning multiple devices. 

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Tracking user behaviour and the world of cookies

In this post, I’ll be discussing cookies and the different options for tracking user behaviour and actions.

I will start with a summary of the humble cookie, its origin and then explore some of the different tracking types that it allows.

I'll then look at the next generation consumer and cross device tracking opportunities to see how we could operate in a cookie free world. 

3 comments

How to use Google Analytics URL builder to track campaigns

We're pretty big on measurement on this blog, and we use analytics to identify key topics, improve our content, and prove our effectiveness. 

To this end, we're big users of Google Analytics, supplemented by paid tools from Moz and others. 

We use a bunch of custom reports, segments and dashboards for measurement but I've only recently come across the Google URL builder, thanks to our Head of Social Matt Owen.  

So, for the uninitiated, here's a quick run through of how to use it, and a few suggested applications... 

17 comments
sms

How to use Google Analytics and SMS to increase sales

If you run an ecommerce site, you probably use email to announce sales, engage customers and drive repeat purchases.

But now that the vast majority of your customers use smartphones, you can follow the lead of most large ecommerce sites which are using SMS just like email to drive repeat visits and purchases.

If you collect mobile phone numbers and have permission to text them, include links in your SMS back to your site (also known as Smart SMS) and grow sales through one of the most direct and engaging marketing channels available.

This blog post isn't to convince you of the value of SMS for driving ecommerce sales, most smart businesses are doing it already. Our goal is to answer a key question: how do you measure the effectiveness of SMS and track the sales from each campaign?

8 comments

Why the slow days of dial-up could be making a return

As familiar names like HMV and Blockbuster disappear from the High Street, web traffic can be expected to grow as a result.

However, the increasing numbers of data aggregators and tracking tags being placed on websites are leading to slower loading pages, while advances in technology designed to save people time have made us less tolerant of waiting. 

In 2006, the average web user expected pages to load in four seconds or less. By 2010, that expectation had become two seconds or less.

2 comments

Audience data is your currency: protecting it is paramount

As the number of ad technology vendors grow and their functions expand, companies continue to implement more and more tags on their websites. 

This process takes place in stages and incorporates various departments in the organisation, often without a central role governing their organisation.

This can result in a slower, less efficient, and more vulnerable website. Over the past five years, the average number of elements per page has doubled from 50 to over 100.

In an increasingly complex online advertising environment driven by analytics, ad delivery and site optimisation, how well are companies managing the many scripts and cookies found across their websites?

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Is your analytics tracking correctly?

The beauty of working in the online world is the plethora of information that is available to you about your visitors. How they arrived at your website, which page they arrived at, how long they spent on your site, did they buy, how much they spent...and the list goes on.

But is anyone checking if the analytics is tracking correctly? If not then it could be that you have been making big decisions based on false information and giving senior management a false view of the world.

1 comment

Cookie enforcement can make tracking more acceptable for users

New data shows that in the UK, increased awareness of and engagement with robust privacy controls on websites have resulted in lower opt-out rates.

Four months after the UK 'cookie law' deadline, data suggests that the enforcement process, accompanied by a burst of compliance by businesses, as well as a high degree of media attention, is yielding positive results.

In short, it seems that the more people understand how they’re being tracked on websites, and the more control they’re given, the more comfortable they are with tracking. 

5 comments

The grey swan of marketing: measuring value

Advertising guru Sir Martin Sorrel talked about the ‘four grey swans’ affecting the global economy when he released WPPs quarterly figures last week.

Grey swans being known issues and black swans being unknown, unpredictable events. It was Rumsfeld-esque. 

If we zoom into our own world there is a long list of things for marketers to be thinking about in a digital world which is changing more rapidly now than at any time in the last ten years.

But for me there is one big 'grey swan' - and that is how we measure value. 

3 comments