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Making The Case For Marketing Automation

What Is Marketing Automation

Marketing automation has become a popular way sending out content to consumers. It refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online such as: email, social media, websites, etc. and automate repetitive tasks. By using marketing automation, it allows marketers to specify criteria and outcomes for tasks and processes which are then interpreted, stored and executed by software which increases efficiency and reduces human error. Even though it reduces the human error there is still always a chance for it because the specific criteria have to be implemented by someone and if done improperly can mess up your marketing efforts.

How Marketing Automation Can Help Your Company

Marketing automation has been consistently growing over the years, on average 51% of companies are currently using marketing automation. This number is kind of shocking when you think of the world we live in with the technology at our disposals. Marketing automation has a number of different tactics that marketers use, but there are a few that are vital to the success and optimization of marketing automation. The most effective tactics for marketers to use are customer experience mapping, personalized/dynamic content, landing page and form CTA, AI and predictive modeling, A/B or multivariate testing, and auto-responder and drip. By using these tactics you can gain vital information on your consumers and what their behaviors, habits, and feelings towards your product or service are.

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E-Commerce is Changing the Way We Shop

What is E-Commerce?

E-Commerce, also known as electronic commerce or internet commerce, refers to the buying and selling of goods or services using the internet and the transfer of money and data to execute these transactions. E-Commerce has begun to take over and change the way consumers shop, it used to be all brick and mortar stores, now with the help of the internet consumers can buy practically anything from the comfort of their couch at home. With the rise of E-Commerce, the question of tracking comes to mind. How can we track purchases? Removal of items from the cart? Etc. Within Google Analytics you are able to track your sites E-Commerce.

How to Track E-Commerce

Tracking E-Commerce can be difficult for new companies or any company, but Google Analytics has specific E-commerce tracking to get the best tracking data for your company. To start tracking your sites E-Commerce you need to first enable E-Commerce for each view in which your company wants to see data for. Once you have done this you will need to add a tracking code to your site or app to begin collecting the E-Commerce data and send it to Analytics. Within Analytics there are some differences in tracking code setup for web and tracking code set up for an app. To collect data for web you first need to make sure you have basic page tracking set up, as long as this is set up you are good to go on adding in third-party shopping carts or track transactions across separate domains. In order to this you will need to set up cross-domain tracking. Tracking code set up is a little different for an app, to collect E-Commerce data from a mobile app you will use one of the Analytics SDKs. SDK is designed to enable the latest generation of app reporting in Google Analytics quickly and easily. With using this to track app E-Commerce you will be able to collect E-Commerce data from an internet connected devices.

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Gaining Traffic on Your Site is Vital to Success

The Power of Targeting

If your wondering how to bring consumers to your site, go no further, with Google Analytics you are able to use targeting to boost your site traffic. By optimizing targeting, it allows you to choose who is eligible to be in your experiment, and when they are served experiment variations. There are a number of examples of targeting such as Geo targeting, behavior targeting, technology targeting, and audience targeting. These examples of targeting not only group consumers based off of their behavior, geography, demographics, etc. they also help increase your companies site traffic based on the audience targeting, traffic allocations, and rule types. Traffic allocations are two controls included for targeting, they are who and when. Now, you may think these two controls will not help your site traffic, but “who” determines whether a user is eligible to be included in an experiment and when determines when it is appropriate to serve an eligible user with an experiment variation. All of these examples will help increase your sites traffic.

Behavior Targeting

Behavioral targeting is a technique used by advertisers and publishers to utilize a web user’s previous web browsing behavior to customize the types of ads they receive. I find behavior targeting very interesting and very helpful to bring consumers to your site. Behavioral targeting is useful for targeting first time visitors to your site. It allows you to test a new sign-up or registration variant to users who have been to your website. It is a good stepping stone for companies who are new to SEO and also helps to keep your product or service in the mind of consumers.

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What is Attribution Modeling

Within Google Analytics there are a number of different reports and models you can choose to use. The Attribution Model is the rule or set of rules that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. Within this tool you can use the Model Comparison Tool to compare how different attribution models affect the value of a company’s marketing channels. There are a lot of different examples of how the model can be used, Google support provides great detail on how the model works (https://support.google.com/analytics/answer/1662518?hl=en&ref_topic=3205717).

How to determine the best attribution model for your company

Attribution modeling is a tool to help determine how credit for sales and conversions is assigned to touch points in conversion paths. Within attribution modeling there are 7 different subsets. These subset attribution models are; last interaction, last non-direct click, last google ads click, first interaction, linear, time decay, and position. In each model the amount of credit for the sale changes for some it is 100% and for others the distribution of credit is more evenly distributed. When choosing which attribution models for a company it is important to find out where you want credit for sales to be going and the percentages you want going to each one.

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Content Grouping, what can it do for your Company?

What Is Content Grouping

Content grouping is an interesting feature of Google Analytics. Content grouping lets you group content into a logical structure that reflects how you think your site or app, and then view and compare aggregated metrics by group name in addition to being able to drill down to the individual URL, page title, or screen name. Google Analytics allows users to create up to five Content Groupings, within each of those there is no limit to the number of Content Groupings you can define. This can lead to endless groupings under the parent groupings. There are three different options for how you assign content, they are; Group by Tracking Code (modify the tracking code on each web page): add a single line of code that identifies the content index and the Content group to which that content belongs, groups using extraction (extract content based on each web page), and group using rule definitions. With these methods you are allowed to use one, two, or all three of the methods.

What can your Company Gain from Content Grouping

Creating a content group is creating a collection of content, this content can be drilled down making each group more specific. Content Grouping can help companies to drill down into their website pages, like Nike creates groups for men’s, women’s, and kids clothing but can dive into more specifics like shorts, or pants. By creating these content groups companies are able to track number of page views, sales, etc. This will help companies to see where they are falling short, where they are doing great, and anything that seems odd so they can make corrections.  

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How Can Demographics Help Grow Your Business?

https://www.investopedia.com/terms/d/demographics.asp

What Are Demographics?

Demographics are socioeconomic characteristics of a population expressed statistically, such as age, sex, education level, income level, marital status, occupation, religion, birth rate, death rate, average age at marriage. There are a number of ways to collect demographic information such as a census and through Google Analytics. Demographics and interest’s data provide information about the age and gender of your users, along with the interests they express through their online travel and purchasing activities. Google Analytics is an easy way to track demographic information with 7 standard reports: demographic overview, age, gender, interests overview, affinity categories (reach), in-market segments, other categories (acquisition, behavior, and conversation metrics broken down in this category).

How Will Demographics Help Your Business?

Demographics can help businesses gain an insight into your customers. These insights will help your business see how different ages, races, sex, and income level affect consumers buying patterns. By using Google Analytics to track demographics you are able to use 7 standard reports along with custom reports. The 7 standard reports are: demographic overview, age, gender, interests overview, affinity categories (reach), in-market segments, other categories (acquisition, behavior, and conversation metrics broken down in this category) For each standard report Google Analytics uses acquisitions, behaviors, and conversions metrics to break down each demographic. Understanding standing demographics will help companies to understand their audience better along with knowing who may become a future customer, decide how much capital to allocate to production and advertising, and lowering advertisement cost.

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Neil Patel talks Social

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What’s New With Google Search Console

This day an age we are constantly surrounded by change, whether its new technology, new designs, new updates for old technology, or new software. Google is constantly updating their platform, bots, and search console. Google search console tools and reports help track site’s search traffic, performance, fix issues, and make your site stand out to people searching.

Original Console

Google’s Search Console tool has always been a vital tool for all website owners. It allows website owners to work on their SEO free of cost. This really helps out business owners or anyone who has a website, but the old console had some negative features. For example, the old console did not allow users to keep data for more than four months. Another negative feature of the old search console kept the Index Status and Blocked Resources were separate which made navigating the search console cumbersome, this was changed in the new version of Google Search Console that I will talk about in the next section.

Improved Console

There are a number of new features to Googles search console, and a few new features that consist of the previous version that have been improved.  The four main features that Google has added are Index Coverage, Search Performance, AMP Status, and Job Postings. Index Coverage allows users to see what pages Google has pulled in from their bots web into the index. Search Performance offers users 16 months of data rather than the original version which only allowed users 90 days. Another feature of the Index Coverage is that Google will help show users how to solve problems with their web pages which is a pretty cool feature. AMP status will help and allow users to track their AMP performance which shows how well your website is being displayed and if they are having any errors with their site.

Which Is better

With the new features added to the new search console and the upgrading of the old version, the new version is more user friendly and will help site owners get the most/best out of their site. But it is also a question of preference, some users will prefer the old interface better than the new because its what they are used to and some will prefer the new interface because it improves ease of use.