In January, the 2023 Marketing Week Career and Salary Survey found that more than a third (34.4%) of marketers identified data and analytics as a significant skills gap within their organisation, making it the biggest marketing skills gap for the second year in a row. The question of how to tackle marketing’s various skills gaps […]
How will data, its role in advertising and marketing, and the relationship that businesses have with it evolve in 2021?
Google’s core Analytics product has received a significant upgrade with the release of Google Analytics 4. What does it have to offer marketers, and how will it change the way we approach measurement and attribution?
We’re pretty big on measurement on this blog, and we use analytics to identify key topics, improve our content, and prove our effectiveness. To this end, we’re big users of Google Analytics. We use a bunch of custom reports, segments and dashboards for measurement but also the trusty Google URL builder (take our Advanced Data […]
Recently, out of curiosity, I did an experiment.
Shopify is the world’s leading ecommerce platform, with almost $50bn of gross merchandise sold through the 600k stores on its platform last year.
When it comes to analysing your site’s traffic it’s often an assumption that the number of sessions you see in your Google Analytics account accurately represents the number of real people visiting your site, but this isn’t always the case.
Sometimes traffic isn’t a real person, sometimes it’s a bot, or spider, and sometimes it’s a spammer.
In the last few days you might have seen an overlay banner in your Google Tag Manager account as below:
“How did traffic from search change year-on-year in June?”
In the coming weeks, Google Analytics users will be able to ask questions like this and have them answered in seconds thanks to natural language processing (NLP) and machine learning (ML) technology Google is integrating into its popular analytics platform.
Despite the fact that it has been a priority for years, attribution remains one of many marketers’ biggest challenges.
Now, Google is trying to change that with the unveiling of a new attribution offering called Google Attribution.
Econsultancy has conducted research in partnership with Google looking at how enterprise brands are responding to the challenge of measurement in a mobile, multichannel and multidevice world.
Data from ad campaigns has, in some ways, never been so important.
Data has become the way marketers know whether the brand messaging is right, what drives customers to purchase and where they should advertise in the future.