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Marketing Cost per Channel is Harder Than You Think (Google and Adobe Analytics)

February 14, 2017 by Lukas Oldenburg Leave a Comment

Image of ocean channel with title textThe “Marketing Channel” is the main entry point for any analysis on digital campaign performance in today’s Web Analytics world. But how good is a channel if you can only see how much money it earned you, but not how much you spent on it?

Both Google and Adobe Analytics do not make it easy here.

While there is no way to get the cost per channel into Google Analytics apart from the context of the Multi-Channel Funnel Reports,, Adobe offers a somewhat hidden trick. And you can go full circle: Cost->Revenue->Refunds = the real ROAS.

[Read more…]

Whither Web Analytics: A Review Of 2016 and What’s to Come

January 24, 2017 by Dean Levitt Leave a Comment

Image of woodland path illuminated by sunrise with post title textWeb 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.

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6 Must-Watch Big Data Trends for 2017

January 17, 2017 by Elle Morgan Leave a Comment

big-data-trendsBig data is now omnipresent. It is embedded into our day-to-day lives as the hard-wired DNA that fuels our business processes and decisions. Data-driven cultures went mainstream in 2016, with organizations scrambling to establish data strategies that enabled all employees to make better informed decisions. Yet despite all of the hype, the majority of organizations still have a long way to go before realizing the potential that big data holds.

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Rediscover Customer Engagement in 2017

January 10, 2017 by Ralf Haberich Leave a Comment

Image of a hand stacking rocks with title textCustomer Engagement is not just a pop up discipline of last few months.

In 2017 it will be a key discipline – if not even part of leading company strategies – and here’s why: Many companies have a customer friendly direction and a lot of companies think they are truly customer oriented.

[Read more…]

My Most Impactful Analytics Technologies in 2016

January 3, 2017 by Lukas Oldenburg Leave a Comment

Image of drop of water with title textThe tools that have impacted my Analytics life in 2016 the most? 

ProductsUp, a powerful lever for marketing your product data; Analysis Workspace, an Analytics interface that turns data tables into a playground; Spotwatch, a tool that helps you watch your and your competitors’ TV spots and act upon them; Klipfolio, a dashboarding tool with data connectors to kill for; and Funnel.io which imports your cost data into Analytics while you’re sleeping …

[Read more…]

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