As 2018 draws to a close, instead of taking a look back to review how analytics platforms have changed, I’d like to look at the trends that influenced developments in the field of analytics — and consider how those trends will continue to influence analytics in 2019.
Continue reading...
Calculated fields may appear to be a simple feature to add to any user interface, even an analytics dashboard. In fact, Google first added calculated fields to Google Analytics reports a few years ago.
Continue reading...
Just as economists study and worry about national debt, organizations should study and worry about technical debt.
Continue reading...
The major advertising platforms are adjusting metrics to increase transparency of their digital ad systems. Google's latest changes in metrics serves as a reminder to marketers that what previously may have been considered good practice is quite possibly out of date.
Continue reading...
Tag managers arrived on the technology scene years ago, making analytic tag adjustment easier for marketers. Over the years, they have saved marketers time by making it possible to integrate sources for reporting.
Continue reading...
Visualization is critical in digital analytics. After all, visual representations of data can, for example, tell you at a glance how well your marketing efforts are doing.
Continue reading...
If your marketing team is feeling exhausted by the volume of campaigns, they're not alone. Ad fatigue — the feeling people get after a digital ad follows them everywhere they go online — has set in for consumers.
Continue reading...
Marketers have long focused on the reach of their social media messages as a key measurement. After all, if your post, tweet, video or image is being shared, reach represents how big an audience that asset is potentially making an impression on.
Continue reading...
Thanks in part to live streaming, video is increasing in popularity. And marketers who want the best video strategy should look to YouTube because it offers solid analytics to assess the value of campaigns. Google has developed YouTube video metrics that are comparable to TV metrics.
Continue reading...
Instagram reached 1 billion users this June, which was up from 800,000 last September, according to Statista. With an audience of that size, it was only a matter of time before someone developed an analytics dashboard to help marketers understand performance on the social media platform.
Continue reading...