3 Steps to Using Automation to Keep Personalized Digital Marketing Alive

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our Director of Paid Marketing, Kim Figor, discusses a Forbes. article by Forbes Councils Member, Anna Luo “3 Steps to Using Automation to Keep Personalized Digital Marketing Alive”.

Do you remember when the terms automation and machine learning were new and exciting? Or the days when you mentioned these terms that nobody knew what you were talking about? Sometimes I miss those days… Continue reading “3 Steps to Using Automation to Keep Personalized Digital Marketing Alive”

Best Practices: How to Get Answers from Google Analytics Intelligence

Nowadays, businesses are moving towards machine learning solutions in order to automate the specialization of products tailored to client needs. Whether it’s a chatbot that learns from customer questions, or a system that progressively automates mundane employee tasks, machine learning provides a cost cutting technology that’s fundamentally changed the nature of business.  

Over the past couple years, the field of analytics intelligence has grown to tremendous proportions. Many companies use Google Analytics Intelligence, which refers to a set of features that utilizes machine learning in order to help business owners better understand collected data sets.   Continue reading “Best Practices: How to Get Answers from Google Analytics Intelligence”

Setting up Google Analytics: the Basics

As we enter the digital age, it’s become vital for businesses to develop a close understanding of their client’s unique desires, behavior, and demographics. Customer analytics is one of the most powerful signals that informs a company’s client-based interactions over time.  

Yet rather than sousing out the why of client metadata collection, we’re going to spend time getting your web analytic know-how up to speed. After all, a company’s website provides the largest pool of data-driven insight you’ll ever have — and it’s just waiting to be tapped into.   Continue reading “Setting up Google Analytics: the Basics”

Predictive Analytics: Improving Marketing Results

With the influx of AI and big data, marketers now have powerful analytics tools at their disposal. Data-driven insights are used to enhance marketing efforts at every stage of the marketing funnel, with one of the most effective ones being predictive analytics. 

Let’s discuss what predictive analytics in marketing are, why brands need to utilize them and best practices for increasing ROI and improving marketing performance.  

Predictive Analytics Use Cases 

The ability to generate predictive analytics can make or break a marketing campaign. Through the use of data and analytics tools, businesses can determine where they need to be and when. But there are ways you need to go about analyzing the data, determining how to reach your target audience and ultimately, how to keep them:  

  •  Defining the outcomes: Determine the questions you want the data to answer. For example, “Which of my products is a repeat customer likely
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Why Google Analytics 360 is Worth It

Many marketers who consider Google Analytics 360 (GA360), no matter how briefly, rule it out as an option when they see the price tag. From a brief overview of the features, GA360 offers, most can’t muscle their way past the six-figure cost.

Marketers are used to working with the free version of Google Analytics and assume that GA360 is merely an expanded version of that. However, the difference is huge. Let’s take a closer look at just how big that difference is and how GA360 can be a valuable tool in helping you reach your marketing goals. Continue reading “Why Google Analytics 360 is Worth It”

[Blog Abstract] Digital strategy: The four fights you have to win

From time to time, team members will share their views stimulated by content from an industry thought leader. Here, our CEO, Lisa Maier, discusses the recent McKinsey Quarterly article, “Digital strategy: The four fights you have to win” by Tanguy Catlin, Laura LaBerge and Shannon Varney.

This article starts off boldly, “Yesterday’s tentative approaches won’t deliver; you need absolute clarity about digital’s demands, galvanized leadership, unparalleled agility, and the resolve to bet boldly.” Their main point is that most successful corporations ultimately decay into incrementalism as a strategic approach and this – unfortunately – will not cut it when digital has the potential to disrupt a business down to its core. The sad reality is that it is usually a newcomer to an industry that has the risk appetite to take the bold, yet necessary, moves.

To battle this problem, this article suggests four remedies. These are the … Continue reading