Marketing Pilgrim's "Analytics Channel"

Marketing Pilgrim's Analytics Channel is sponsored by Webtrends, a company focused on accelerating customer conversion by driving timely and relevant experiences across all your digital channels. Our goal is to help you boost conversions, reduce abandonment and grow revenue. Start increasing your conversion rates today with these five tips for effective landing page optimization.
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Facebook Attempts to Make Page Insights More Useful

posted on June 19, 2013

facebook insightsClick on the Insights tab on your Facebook Page and you’ll find a wealth of information. There are graphs and grids, percentages and mini bullhorns. So much data! And yet, every time I try to interpret the data, I come away more confused than ever.

I’m a smart girl. I read. I ask questions. And still, Facebook Insights leave me more perplexed than not. I’m being straight with you, so hear me out.

Part of the problem lies the contradictions: I have less “Fans” but more “Friends of Fans.” I have two posts with the same Reach, same Engaged Users but one has a virality score of 1.91%, the other is zero. How is that possible?

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What I Learned About Me From Twitter’s Public Analytics Test

posted on June 13, 2013

I’m always looking for new ways to measure my social media response, so I was excited when I heard that Twitter had “quietly” opened up analytics to the public. The tool is a subset of the Twitter Ad Dashboard. I’m not a Twitter advertiser but I was able to log-in and access some of my data.

twitter analytics

It’s hard to read, I know. I’ll have some close-ups in a minute.

At the top is a timeline showing Mentions, Follows and UnFollows. What I got was a section of data from May 14 through June 11. You can’t change this. It’s just a representative piece of the pie. I had 94 mentions in that time period. Since I have nothing to compare it to, I’d say that’s a nice number. I also picked up 108 follows. But I lost 46 people. That surprised me. Not that I think I’m so wonderful that no one ever leaves me, but it was a big reality check to see that I lose several followers on most days.

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Marketers See Big Data Analysis As Critical Skill for Success

posted on June 13, 2013

As marketers there is too much to keep up with for one person. Online, offline, traditional, digital, social, search, the list can go on and on.

However, a recent study from The Economist Intelligence Unit (which was sponsored by Lyris and repackaged in the chart below by Marketing Charts) makes it clear that big data is a top priority amongst all the things a marketer could know. Of course, just acquiring big data means nothing. It’s the ability to utilize data analysis skills to extract predictive findings that is at the top of marketers’ list of skills they feel are critical.

LyrisEIU-Necessary-Skills-Successful-Marketer-Today-June2013

What might surprise some, especially those who are in the ‘latest and greatest done by the cool kids’ school of marketing which assumes social media skills is on the top of every marketers’ wish list’ camp, is that there is real desire to fully understand e-mail best practices.

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Google Streamlines Analytics Experience

posted on June 12, 2013

Yesterday, I went into Google Analytics to set up a new website. Once again, it took me several tries to make my way to the proper section. I don’t load things into Analytics all that often, but still, you’d expect a tool this sophisticated to be a little more intuitive.

Hopefully, that’s what we’ll all find when we log on to the next generation of Google Analytics which they call “dramatically streamlined.”

analytics update

When you go into the Admin tab, this is what you’ll see going forward. Google provided several screengrabs on their blog but what they don’t show are the options under the drop-downs and this is where I’m confused.

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[Infographic] In a Mobile World Customer Reviews Matter More Than Ever Before

posted on May 16, 2013

customer-feedback-matters-previewThe Internet world is indeed a mobile world. There is no longer proof needed for that to agreed to amongst any marketers.

What that mobile world has created, however, is a brave new world for the consumer who now wields more power than ever. That power comes mostly in the form of reviews of a business’ products and services. It all leads to a customer who can voice great joy or great dissatisfaction with a business and that is power.

According to Gib Olander, CEO, Local Viewpoints,

Word-of-mouth advertising has long been recognized as the primary factor behind 20% to 50% of all purchasing decisions; in today’s mobile friendly, digital world, consumer testimonials and online reviews have become the default way within search results for consumers to judge the viability of a business to meet their needs.

The folks at Local Viewpoints put together an infographic to help further explain this reality of today’s online world.

Here it is.

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4 Steps to Move from Insights to Action

posted on May 14, 2013

This post is presented by Marketing Pilgrim’s Analytics Channel Sponsor WebTrends. It was written by Stephen Eide, Training + Development Specialist at Webtrends.
action

If you’re like most digital marketers, you track a set of website metrics—measurements such as site visits, time on site, referring sites and the all-important purchases, conversions or downloads. While tracking and reporting on these metrics is fairly straightforward, do you know how to use them to make improvements?

While it can be challenging to move from reporting on results to driving action, it’s a critical transition. It can help transform your organization and put you on the path to marketing glory.

Here are four steps to get you started:

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Five Questions You Must Answer Before Testing Your Landing Page

posted on April 22, 2013

WebTrends Landing Page White PaperThis post is presented by Marketing Pilgrim’s Analytics Channel Sponsor WebTrends. It was written by Karen Wood, Sr. Product Marketing Manager at Webtrends.

It’s a cold, hard reality that your landing page has just four seconds to capture a visitor’s attention. Not only that, landing pages are the stage in the campaign funnel most vulnerable to customer abandonment—converting, on average, just three percent of visitors.

This so-called success rate begs the questions: Is three percent acceptable to your bottom line? And what is it about your marketing efforts the other 97 percent rejected?

The Hard Truth on “Gut-Feel” Marketing

All too often, poor campaign performance is rooted in human condition. Many marketing decisions aren’t based on data, but rather on opinion—and often, that opinion is just the highest paid person’s gut feeling. As a result, the marketing team is sent down a path without any certainty that what they are doing will produce results.