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SES London: The Biggest Analytics Mistakes Made by Small Businesses [video]

Marketing Pilgrim contributor Gareth Davies was at the recent SES London conference, with video camera in hand.

He sent back 8 short video interviews, which we plan to share over the course of the week. In this video, Gareth asks Nikki Rae of Future Insight Analytics to talk about the biggest mistakes small business owners make with their web analytics.

YouTube Adds Group Analytics and Warns Users Not to Try Gaming the System

groupsYouTube just rolled out a new analytic tool that allows you to aggregate data on a specific group of videos. For example, if you have both cooking videos and home decor videos on your YouTube channel, you can put them into separate analytic groups to get a clearer picture of how different types of content are performing.

To create a group, just go to your analytics page and click the Group button. From here you can choose to see an overview of the groups you’ve created or start a new one. Name it. Choose the videos that belong in that group and save. To view the stats on a group, use that same button and then select the group from the list.

39 tips from London Conversion Conference

Website owners are spending 9x as much money getting people to their website than they do converting them, however most websites still have a conversion problem! At this year’s Conversion Conference in London, Gareth Davies from Marketing Pilgrim was on hand to listen to some of the world’s leading conversion experts share some of their top tips.

CONVERSION

Conversion graphic london

1. Every conversion rate is an average of many conversion rates, such as new visitors, return visitors, mobile etcí – Matt Althauser, Optimizely

2. Incentivize people in the company to come up with new testing ideas, you can even make it a game – Matt Althauser

3. Orbit presented higher priced items to Mac users when they arrived at their website and saw an increase in conversion – Matt Althauser

Google Analytics Academy Open

Being aware of everything that needs to be done in the Internet space is one thing. Knowing greater detail and actually being able to do many of these things is what helps you have a career.

One element of the Internet space that is getting more and more critical is analytics of all kinds. One that most of our readers are quite familiar with is Google Analytics.

Google is offering a chance to get training in the basics for those who are not comfortable yet with the tool and the training starts today. Of course, you can do this at your own pace but like they say “there’s no time better than the present!”.

Here is a video introducing the course.

Google Analytics Earns Certification

Google Analytics LogoAs the worlds of IT and marketing come crashing together, it is likely that compliance and certifications normally reserved for infrastructure solutions are going to become mission critical to marketers as well.

A perfect example is anyone gathering data in healthcare. It’s not just about protecting data anymore. Instead HIPAA HITECH compliance may be required. It’s a different world.

That’s why the news that Google Analytics has earned ISO 27001 certification may seem dry by Internet marketing standards it doesn’t make it any less important.

The Google Analytics blog tells us

With infrastructure and services that include robust data protections for all customers, enterprises like Google are able to invest in security measures that might be challenging for businesses to attain on their own.

Google Analytics Premium Rolls Out Expanded Data Attribution Feature

Before we get started, it needs to be clear that this enhancement to Google Analytics is only on the Premium version. You know, the one that runs over $150k / year so unless you are an Enterprise player this is only something to be jealous of and pray it will trickle down someday to the commoners who use the free version.

Google Analytics Premium has been around since 2011. If you need a refresher take a look at this video:

I recommend you read the post on the Google Analytics blog to get the details regarding attribution in this version. I personally jumped to the end because I’m a sucker for a good ending.

How it works:

Infographic: CIOs, CMOs and Big Data

CIO CMO Untangle PeviewWe talk about the changes in the world of marketing here at Marketing Pilgrim. Kind of makes sense considering our name and all.

What is happening now in the world of marketing still has to do with demographics, psychographics, targeting, retargeting, paid search, organic search, email marketing etc etc. Until this time, though, most of these practices have occurred in a vacuum or in silos. As a result, the true effectiveness of these tactics and techniques has been held back to an extent. All that means is that there is so much more to the amount of data that is being produced by marketers today but the trouble lies in unlocking the true value of that data.

That’s why today is different. We live in the beginning days of the big data era. Anytime one lives in the early stages of a new paradigm there are gaps to be filled. The largest gap that is now presenting itself to marketers exists at the C-suite level. It’s between the CIO / CTO and the CMO. Marketers have a lot of data but there is, more often than not, no way to truly capitalize on it.

An article from CIO.com addresses this

Marketers overwhelmingly agree that big data analytics will become a major component of their business over the next several years—71 percent say they plan to implement big data analytics within the next two years—but most have a long way to go before they’re ready to untangle the “data hairball” they’re holding.

“The concept of marketing being data-driven is not new,” says Wes Moore, vice president at Teradata Applications. “That’s probably existed since the beginning of marketing. But the channels and the expectations of the consumer are changing. The need for marketers to be more data-driven is bubbling to the top.”

The following infographic shares the findings from the Teradata Data Driven marketing Survey 2013 and is an eye opener for marketers and technology professionals alike.