February 3, 2023

Google Analytics 201: Goals, Events, Segments Presentation

I created these slides as a theoretical approach to Google Analytics reports. These theories are there to help guide you towards better Google Analytics Goals, Events, and Segments.

Please keep in mind that Google Analytics consistently enhances their web analytics platform and some of the things may have changed since the release of this slide deck. For any questions, please contact us.

Analysis Types: Reporting, Hypothesis Testing, Data Mining

Analytics ReportingWith so much focus on Big Data, I think users forget the basics of different types of analysis. I want to discuss the differences between Data Mining, Hypothesis Testing, Ad-hoc Reporting, and Analytics Reporting. Understanding the differences between these will help marketers and executives communicate with Analysts.

Data Mining
Data mining used to be called Exploratory Data Analysis or EDA. It uses software packages such as SPSS, SAS, and R to do “detective work” on your data. In this practice you are running descriptive statistics, frequencies, and creating scatter plots on the data. The purpose of this exercise is to identify outliers and data clusters that will lead you to an appropriate algorithm to find relationships in the data. Depending on the size of your data set, and software package you use these practices can be quite complex and take some time. [Read more…]

What is Data Driven Strategy for Advertising Campaigns

The goal of this post is to clearly outline the difference between a data driven strategy and a standard campaign strategy. The campaign is a hypothetical and simple situation for a freelance wedding photographer whom wants to advertise on Facebook. The target market are those users whom have a relationship status of “engaged” on Facebook.

Standard Execution of This Facebook Ad Campaign
The photographer creates ad content with a catchy headline, possible promotion, and a link to either their Facebook Fan Page or website. The ads are targeted locally and to only those users with the “engaged” status. The ad budget is set and the ads are run.

[Read more…]

What is The Difference Between Big Data and Small Data

Big Data is here. Before looking at the difference between Big Data vs. Small data, it is important to assess the data mining process for the data. This will allow you to see the steps necessary to arrive at valid data insights.


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Data Driven Digital Marketing Answers to Difficult Executive Questions

Imagine you are an digital marketer driving a campaign to your company website. Next month you are adding new media to your current marketing mix and your C-level executive asks “What kind of conversion rate should we expect with the addition of new media?’

Executive Focus
Executives only focus on Return on Investment (ROI), or Return on Marketing Investment (ROMI). These are the questions their bosses or shareholders will ask. They have no interest in details or understanding exactly what is happening online, it’s all about money.

Internet Marketer’s Focus
This person has been diligent about collecting data for the campaign and monitoring it for conversion. They have spent countless hours making sure that the media mix is converting the goals they have set out for the campaign. The marketer has done their job researching new opportunities to add to the media mix, but the question the C-level executive has posed is unfair.

[Read more…]

Statistics Provides Clarity in Web Marketing Analytics

Suppose you are running a campaign to your website landing page. Your team has just made a significant change to a landing page that is supposed to drastically improve your conversion rate. Everyone is wondering about the impact, and your statistical web marketing analyst has pulled some conversion rate data that visually looks like this:

Statistics provides clarity in web marketing analytics


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When to Switch Your Web Analytics Platform

I was browsing some web analyst job postings to see the current market demands. I saw job postings with requirement of the web analyst to have knowledge of Omniture, Google Analytics, Coremetrics, and WebTrends. Folks, it’s not possible for one analyst to have access to more than two platforms at once. No organization can afford that!

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What Web Analytics Platforms Cannot Do: Prove Causality

Web analytics platforms such as Omniture (Adobe Marketing Cloud), WebTrends and Google Analytics are amazing tools. They are trending tools of your websites actions and conversions. In a web analytics tool you can pull forward paths to conversion, pages users saw prior to conversion, and many other reports that allow you to assume conversion. However, you cannot assume causality with statistical significance.

In order to have a causal relationship, you need to have association. Once a strong association has been created, you can infer a causal relationship between two variables. In other words, Page A caused Conversion A. For this, you need raw data and access to IBM SPSS, SAS or R.

[Read more…]

Small Businesses Need Analytics Too

It is no secret that the biggest constraint of small businesses is time. There is no time to go into Google Analytics and create specific reports, read blogs about new and free services, and understand traffic sources. Most small business owners focus on one Key Performance Indicator, sales.

What most small business owners don’t realize is they have hidden opportunities that lie within their web analytics platform. There are keywords, traffic sources, and landing pages that provide them with the most lift and opportunity. Finding these opportunities takes a few minutes for a good analyst.

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What is Machine Learning, Big Data Modeling

Big Data, is the hottest topic in tech news. Everyone talks about what Big Data is, but rarely does anyone show how data mining algorithms actually work. This post is to show how to make a simple stock data decision tree model, and how to understand it.

The Data
Data was downloaded from a free online source for the John Deere stock ticker DE, from August 3, 2012 to May 3, 2012. Data shows DE Open, DE High, DE Low, DE Volume, and other stock indicators such as Dow Jones, NYSE, Shanghai, Nasdaq, Greek, Euro VKG, Price of Corn, and to Buy DE stock Yes/No. Buy DE is calculated based upon if DE Close Price > DE Open Price.

[Read more…]