October 15th, 2010
Filed Under: Digital Marketing, Methodology, Training
DEAR REPORT MONKEY, I’m in charge of multiple marketing campaigns and wear about 5,000 different hats from development to execution. I’m also supposed to be measuring performance and iterating on results. However, being data-driven isn’t anywhere in my MBOs, so it frequently gets short shrift. I really want to be a data-driven marketer, but with
Read moreSeptember 15th, 2010
Filed Under: Digital Marketing, Training
DEAR REPORT MONKEY, I just started a marketing analyst position, and already I’m getting flooded with requests for reports! The thing is, no one has any clue what to make of the data. I can’t spend all day building reports, trying to explain them and getting blank stares. How can I enable my colleagues to
Read moreAugust 31st, 2010
Filed Under: Digital Marketing
I’m in charge of training people how to use web analytics, and some of my most reluctant students work in marketing. Why? I didn’t know, so I sent an email to half of our Webtrends Certified Analysts, and I asked them: “What’s most valuable about the training you received in ‘Analytics for Marketing Professionals’?” The
Read moreAugust 23rd, 2010
Filed Under: Optimization
The problem: People think it’s impossible to compare online channels with offline channels using web analytics tools. But that’s simply not true. It is possible — oh yes, indeed — and the insights are awesome! In fact, as long as you have the right people in the room in your campaign planning stages, you can
Read moreJuly 14th, 2010
Filed Under: Digital Marketing, Services, Training, User Experience
Let’s say I’m a Webtrends analyst, and my marketing team comes to me asking for help on a new project that includes some campaigns, some SEO stuff, and partner referrals. They want to know what activity is giving them the best return. Okay, so I work with them to figure out what they need to
Read moreJuly 12th, 2010
Filed Under: Digital Marketing, Services, Training
Another question I hear all the time in class: “How can I pull reports for specific product or business lines for my marketers?” And rather than the my stock non-answer of “it depends,” I have a very concrete answer: Shared bookmarks. That is, you can run searches or queries on the reports and bookmark the
Read moreJune 3rd, 2010
Filed Under: Digital Marketing, Services
“Should I look at Visits or Visitors? Which one matters?” Okay, this is a question I get a lot in my training classes. And the answer begins as all good answers do in the field of analytics: It depends. I know you hate to hear that, but it’s true. I tend to answer this question
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