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tactics The Challenges of Attribution in Email Marketing

Attribution is a problem as old as email, and it’s a huge topic – much too big to fully address in a simple blog article. And, sadly, I don’t have all the answers. In fact, I’m not sure that anyone does. But it is a topic that deserves much more attention. The more aware we are of it as a problem that holds us email marketers back from delivering the valuable emails that our consumers want, the more likely we will work individually and collectively toward an answer. [...] [more]
onlyinfluencers.com    Webanalytics

tactics How To Track Email Opens and Click Through Rates with Google Analytics Pixel Tracking & UTM

Google Analytics (GA) can help you get detailed email insights and boost your marketing efforts. You can use pixels to track open rates and utilize UTM to measure post-click performance. You don’t need to have any technical knowledge to apply these approaches. You just need to follow the instructions and keep a simple structure of URL and UTM (Urchin Tracking Module) parameters. [...] [more]
htmlemail.io    Webanalytics

stats Brands Are Getting Better At Using Web Data For Targeted Email

Brands are sending targeted email, using data gathered on their sites. But not all of them are at the top of their game, according to Data & Targeting, a study by Gartner L2. Of the firms studied, 48% request email content preferences, an increase of 9% over last year. However, only 8% ask for email frequency preferences -- down from 14% in 2017. Travel brands -- which have the highest email open rates -- lead here, with over three-quarters allowing customers to specify their email content preference [...] [more]
mediapost.com    Customization, Study, Webanalytics

tactics Empfehlungen in TensorFlow: Modell auf Daten aus Google Analytics anwenden

Dieser Artikel ist der dritte Teil einer mehrteiligen Anleitungsreihe, in der Ihnen gezeigt wird, wie Sie in der Google Cloud Platform (GCP) mit TensorFlow und der Cloud Machine Learning Engine ein auf maschinellem Lernen (ML) basierendes Empfehlungssystem implementieren. In diesem Teil erfahren Sie, wie Sie das TensorFlow-Modell auf Daten aus Google Analytics 360 anwenden, um Inhaltsempfehlungen für eine Website zu erhalten. [...] [more]
google.com    Customization, Intelligence, Webanalytics

tactics DSGVO: Nutzerdaten löschen in Google Analytics

Mit in Kraft treten der DSGVO am 25. Mai 2018 sind Unternehmen damit konfrontiert, auf Gesuch personenbezogene Daten aus ihren Systemen vollständig zu entfernen. Im folgenden Blogartikel zeigen wir, worauf es dabei ankommt und wie Nutzerdaten in Google Analytics gelöscht werden. Google Analytics Data Retention – Google Analytics Datenaufbewahrungs Feature Bevor wir das Vorgehen bei [...] [more]
e-dialog.at    Law, Webanalytics

tactics Attribution Modeling: Last Touch, Multi-Touch & Revenue Lift

The ins and outs of 3 popular attribution models. Retailers are beholden to large numbers and the attribution model they choose to use can impact not only their outcomes, but strategy and budgets. Learn more in this blog post. [...] [more]
windsorcircle.com    Intelligence, Multichannel, Webanalytics

tactics How to Use the Lifetime Value Feature in Google Analytics

You’ve got enough KPIs to track and report on already. Why would you possibly need another one? What good would come of adding yet another hour to the end of you’re already long work day in order to dig it up? The truth, in this case, is that you can’t afford not to. Lifetime Value isn’t just another vanity metric. It’s THE metric. The one that stands head and shoulders above all others. IF there was one and only one metric you were tracking, this should be it. And now you can do it simply and easily [...] [more]
kissmetrics.com    Intelligence, Webanalytics

tactics The Google Analytics Setup I Use on Every Site I Build

Google Analytics is a powerful yet quite complicated tool. And unfortunately, the truth is most people who use it don’t reap its full benefits. There’s a lot of excellent and free content out there that explains how to use Google Analytics, but most of it is rather narrowly focused on use cases that primarily apply to marketers and advertisers; very little is geared toward web developers who simply want to better understand how people are using the sites they build. [...] [more]
philipwalton.com    Webanalytics

stats The State of Marketing Attribution 2016 [PDF]

Insights on meeting attribution challenges in the UK, France and Germany. Attribution is often been described as trying to find a single source of truth for the relative impact of every channel on the customer path to conversion. With that truth comes power in the form of better insights on where and when to invest marketing budgets and better project return on investment. [...] [more] 
adroll.com    Intelligence, Multichannel, Study, Webanalytics

stats Stand der Marketing-Attribution [PDF]

Erkenntnisse u?ber die Herausforderungen bei der Attribution im UK, in Frankreich und in Deutschland Die Attribution wird oft als der Versuch beschrieben, eine einzige Quelle der Wahrheit für den relativen Einfluss eines jeden Kanals auf dem Weg des Kunden hin zur Conversion zu finden. Diese Wahrheit beinhaltet Macht, da sie bessere Einblicke dazu liefert, wo und wann in Marketingbudgets investiert werden sollte und den ROI besser voraussagt. [...] [more] 
adroll.com    Intelligence, Marketing, Study, Webanalytics

discussion Dark social: It's worse than we thought in Asia-Pacific

Though we have mentioned dark social before, new research shows that the problem is worse than previously thought, especially in Asia-Pacific and Australia. Here's why. Dark social exists because the web works by passing information from the source of a click to the destination site. That is, from a marketer's perspective, every time a user clicks through to your website to download a web page, the user's browser also sends a string to the site. [...] [more]
econsultancy.com    Webanalytics, Recommendation

discussion How Google Analytics Sessions Differ From ESP Reporting

Welcome back to our two-part series on maximizing reporting through Google Analytics with your ESP. In the final half, email strategy and deliverability expert Jonathon Willis gives an in-depth breakdown of what a Googl Analytics “session” is and how it is reported differently from your standard “click.” [...] [more]
whatcounts.com    Webanalytics

 tactics Tracking User Interactions in Email With Google Analytics

This post will cover how to use Google Analytics to serve up the tracking pixel and provide the tracking reports. A not so well known feature of Google Anaytics (GA) is the ability to track email events – specifically tracking email opens. By carefully constructing your analytics pixel URL you can also use that to track user interactions in your kinetic campaigns. If you don’t yet have a Google Analytics tracking ID (UA-XXXXX), follow this link to get one. [...] [more]
freshinbox.com    Intelligence, Mobile, Webanalytics

tactics Free Google Analytics Dashboard for Email Marketing

After spending some time setting up a few Google Analytics dashboards for myself, it occurred to me how awesome it would be to create and share a Google Analytics dashboard to measure the key metrics around email marketing. So in this post, I want to share with you a free Google Analytics Dashboard you can instantly install in your own account to get a handle on how email is performing for you. We’ll also show you how to use the data and suggest a few customisations you may want to make to make it [...] [more]
campaignmonitor.com    Intelligence, Webanalytics, Tool

tactics Using UTM codes to track the success of your emails

How do you track the success of your email marketing efforts? While measuring open and click-through rates are a great start, it’s useful to understand what people do on your website after they click-through from your campaigns. To do this, you can use UTM codes to tell your analytics tool that these people visited from your email campaigns and track exactly what th [...] [more]
campaignmonitor.com    Intelligence, Webanalytics
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