The “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.
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.
Big 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.
Customer Engagement is not just a pop up discipline of last few months.