Analytics, Mobile, Social Media and Digital Marketing Strategy
Web analytics, and our understanding of it, continued to evolve in 2016. We rely more and more on analytics for transparency and direction and, without it, our online lives and businesses would be distressingly opaque.
Below are some web analytics highlights of 2016 as well as my thoughts on what is to come in 2017.
According to Lisa Gevelber, VP of marketing at Google, advertisers who target their marketing efforts by demographics risk missing up to 70% of their potential shoppers. Instead, marketers should look at micro-moments and customer intent.
Ok, now I’ve got your attention, let’s step back a bit. What does intent mean and what does this all have to do with Google Analytics? And what the heck is a micro-moment?
If you start typing “last click attribution” into Google and you’ll notice something:
Analysts and marketers don’t think highly of last click attribution these days. The cognoscenti has deemed last click attribution to be dead, switching allegiance to multi-channel attribution instead. However, just like those who pronounced text messaging dead, email dead and social media dead, reports of last click attribution’s demise have been quite exaggerated.
When I asked more than two hundred small businesses what interested them about their Google Analytics data not a single one of them mentioned multi-channel attribution. Not one!