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Posts in Data & Analytics

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

The era of data-driven marketing [Infographic]

Analytics produces insights which drive business improvements, though more companies need to provide the staff and resources to make the most of this technology. 

Our Measurement and Analytics report, produced in association with Lynchpin, found that there is an analytics skills gap which is holding back implementation. 

Skills shortages are most apparent in the use of digital analytics tools, statistical modelling and Conversion Rate Optimisation (CRO)

This infographic summarises some of the findings from the report...

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Which analytics tools do marketers use? And are they paid-for or free?

All digital marketing activity is measurable. Right?

It’s nice to think that’s the case and there are a lot of people who believe it, but unfortunately it’s simply not true.

The reasons for this are numerous, not least that companies are struggling to keep up with the constantly shifting digital landscape.

In the past digital analytics mainly focused on desktop activity, but now businesses have to employ a broader range of analytics products to measure activity across relatively new channels such as mobile and social. 

The new Econsultancy/Lynchpin Measurement and Analytics Report examines the extent to which different analytics tool are used by surveying more than 1,000 digital professionals.

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Twitter's analytics update: good news for data-driven marketers

Those of you with a Twitter advertising account may have noticed that their analytics system has had an update this week, and I’ve already seen several posts talking about the impact this will have on social marketing.  

I thought it was worth checking out the changes and seeing if they will in fact lead to a social data revolution…

2 comments
brand table

10 revealing digital marketing stats we've seen this week

Lots of mobile ecommerce stats this week, with a smattering of brand storytelling and advertising.

There's an infographic thrown in too, looking at the mobile path to purchase. Enjoy!

For more digital marketing stats, download the Econsultancy Internet Statistics Compendium.

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Is it time for ‘marketing-as-a-service’ (MaaS)?

Snow Fall is a beautiful, interactive and immersive multimedia experience about the avalanche at Tunnel Creek in the US.

It was lovingly crafted by The New York Times in 2012 and was heralded as setting new standards in digital storytelling.

Seventeen months later, the publication’s internal innovation report was leaked. It points out that while projects such as Snow Fall are extremely popular, with more than 21m page views, they are not easily replicable.

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Facebook vs. LinkedIn: B2B Special

Facebook vs. LinkedIn: which is better for B2B marketing?

Do you ever wonder which social network is best for B2B marketing?

Me too, so I did some audience research and found some surprising results.  

Here's how you can do it too.

30 comments
Singapore Merlion

The global ramifications of Singapore’s new Data Protection Act

Singapore's Personal Data Protection Act went into effect on July 2. It's a local law, but it matters to digital marketers globally.

Information wants to be free, but most people prefer a few safeguards on personal data.  

Sure we may be happy for our LinkedIn profile to be seen by a prospective employer, but we'd hardly like them to have our medical history.

Right now in many countries however, there is little if any restriction on how our personal data is collected, traded and used. 

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Eight interesting internet marketing statistics we've seen this week

It's time again to round up some of the most interesting internet marketing statistics we've seen this week.

This time round it includes eBay's partnership with Argos, big data, mobile marketing, alternative delivery methods and customer service.

For more of the same, download our Internet Statistics Compendium...

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The ultimate guide to personalisation: content retargeting and engagement

Online shopping has become so much more than simply a place to buy.

Ecommerce websites are now places to curate brands and promote customer interaction and editorial content is a key tool to ensure consistent engagement for continued sales and results.

Here’s an overview of how you can use content to help increase conversion rates.

1 comment
world cup

10 more beautiful World Cup 2014 data visualisations

Seeing as you enjoyed my previous round-up of World Cup data visualisation, I've assembled a great collection of even better imagery.

Whether a football fan or not, take a look at these graphics showing everything from FIFA revenue to the history of the World Cup ball.

Enjoy.

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What does 'big data' actually mean?

Big data is a term which has been used widely over the last year or two, but what does it mean? 

Well, we asked the question in our recent Measurement and Analytics Report 2014, produced in partnership with Lynchpin

It's a term which may trigger thoughts of massive amounts of forbidding, almost unfathomable data, but what do marketers think of it? 

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