Analytics
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Case Studies
Beneficial Metrics Gained from Analytics Audit
Are You Checking “User Location” Reports in Google Ads? If Not, You Better Start
Here’s how one of my clients’ display network campaigns performed last month: Looks decent for a display campaign, right? We weren’t even trying to get conversions, just generate brand awareness in the United States using custom affinity audiences. Now, take…
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How to Avoid Conflict & be a Mindful Tester (SEO & Analytics Tips)
In Analytics, where I spend much of my time, there’s a constant drive to test – layout, content, images, form fields, pretty much everything on a page. We do this to constantly improve on the experience, with common instances being…
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Prep for the Holidays: Tackling the Dreaded Forecast
Forecasting. Some account managers love it, some hate it. Others believe it should be owned by an analytics team. For the record, dear reader, I LOVE forecasting. Judge me as you see fit. Regardless of your position on the matter,…
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How I Made Attribution Modeling Simple Enough to Sell to Your Boss
Stuck in a one-click world? Can’t justify your head terms, display buy, content-based email campaign, or any other top of funnel campaign? Trust me, you’re not the only one. I’ve been through this. A lot. But I have also overcome…
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Standardize Your Analytics: from Initial Requirements to Data Outputs
Analytics is an area of constant refinement and shifting opinions. While numbers themselves are concrete, our interpretations, evaluations, and meanings of them can change. Definitions and context are key to understanding and interpreting data. Why? Well, every site we track…
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Forecasting Search Marketing Success with a Click Curve
Wouldn’t SEO be much easier if there was a way to predict just how much a change in a page’s SERP rankings would impact the amount of traffic that page gets? While the “opportunity score” formula isn’t new, we wanted…
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