Enterprise Analytics Platforms – 2015 Overview

Screenshot of graph showing mobile dataTechnology software here, analytics tools there. It’s hard to get through a jungle of vendors, especially when youdon’t know in detail which requirements and future scope the Analytics or Business Intelligence road map has in your own company.

Luckily there are research companies out there providing an overview; besides the two giants Forrester and Gartner there are a only a handful of additional trustworthy research companies doing well researched studies and overviews. One of them is Third Door Media, now having published their latest Market Intelligence Report about “Enterprise Web Analytics Platforms 2015 – A Marketer`s Guide”.

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How to Create Universal Data Layer for Google Tag Manager

Do you see yourself creating and modifying data layers every time you implement a new tracking via Google Tag Manager?

Flow chart of Tags and data layer relationshipsIf yes then this article is for you. I will show you how to create universal data layers that will save you from adding/editing data layers over and over again for different tracking requirements. 

Let us suppose you are currently using enhanced ecommerce tracking via GTM and now you also want to implement dynamic remarketing via GTM.

Consequently you have to make changes to your data layers. The volume and type of changes that you actually need to make depend upon the CMS and shopping cart you are using as well as your tracking objectives. But you have to make changes.

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eCommerce 101 – Part 4: Scoping your Requirements

Word cloud with @ sign and shopping cartOK, so we now know what we’re going to sell and to whom. We also know what price points we are going to go with and how much money we’re going to make per item. We know how we’re going to take payment, we know how we’re going to get the goods or services to the customer and we know how we will handle any issues. So in this installment we will look at how you go about choosing your tech and your tech partner.

You’ve done all your research and you know what you need from your online presence, but how do you go about converting that in to a web platform which will entice your customers? After all there are plenty of great products that haven’t performed online as they really should have, due to a poor technical deployment and little or no inbound strategy, so your choice of platform and tech partner should not be left to the vagaries of a “friend of a friend” or worse still a rudimentary Google search – the digital equivalent of sticking a pin in a yellow (or white) pages!

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And the Halftime Analytics Top 10 goes to …

Image of text "Top Ten" in red and white 3D text

Image courtesy of Iabusa on Flickr

It’s that time of year again when we take a few moments to review the site for your top 10 favourite posts in a variety of categories. We scoured our analytics to find out which posts you’ve read the most, which ones you’ve shared out on Social the most and this time we have a brand new category for you!

To gather this data we use Google Analytics and our WordPress plugin Social Metrics Pro for the total likes/tweets/shares on social media. Our date range for the post was December 1st to June 30th which is slightly more (well a month more) than our usual 6 month range but our last Top 10 Favourites post in December meant that posts at the end of the year got a raw deal.  

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Adobe Analytics: No Need to “Break Down” Thanks to Revamped Calculated Metrics

German, French and English Visits, Internal and External Visits – all in one Report as neat, compact metrics. All this without having to spend a lot of time with tedious breakdowns and segments (and still not getting what you’d really like to). That’s what an Adobe Analytics client needed. The new “Unified Calculated Metrics” now make this possible – something that you can’t do in Google Analytics by the way.

Image of blue gears as stylised brainThe “breakdown” is something so essential to Adobe Analytics that you can hardly do any real analysis without breaking down. Breaking down is sort of a combination of what Google Analytics users know as Drilldowns and adding a second or third dimension to a report. When you break down with Adobe, you break down one dimension by another one, e.g. the Campaign Name by the Device and that by the Browser and that by the Browser Version and that by the Entry Page and so on… You can get as granular as you want and never have to fear sampling like in GA!

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