When your data lives in organizational silos, at best, that can put up walls keeping you from the type of data analysis and insights that you need. Without combined data analysis using multiple data sources, that makes it that much harder to make decisions that will actually impact your business’ bottom line. If the data silos are really ingrained in an organization, these walls can seem like gaps as big as the Grand Canyon. But this gigantic gap can be closed in certain instances. In this instance, if you have Salesforce Sales Cloud and GA360, you can build a bridge to ensure that your critical Salesforce data makes its way back to Google Analytics for true closed-loop analysis. Building off of some our previous insights on the Salesforce integration, my goal is for you to come away with a clear picture of: What is the Salesforce Sales Cloud integration? What value can the integration add to your company? What do you need to complete the integration and what is the … [Read more...] about GA 360 Salesforce Sales Cloud Integration Made Simple
Understanding Google Analytics scope unlocks how to make the most out of your data, especially any kind of customizable reports. Scope touches everything you do in Google Analytics, whether you know it or not. When navigating Google Analytics with a full comprehension of scope, you’re a force to be reckoned with. ⛔ WARNING: Without a fundamental understanding of ‘Scope’, your reports are in danger of inaccuracy. ⛔ What is Scope in Google Analytics? At its core, scope is how Google Analytics collects and formats the data it receives. Scope informs the way that metrics and dimensions are set up. Metrics and dimensions can only have one scope, so it is important to align metrics and dimensions on the same scope level, or else reports will be mismatched. But Wait … What’s the Difference between Dimensions and Metrics again? Dimension: These make up the descriptive aspects of your data. Things like Page, Landing Page, City, … [Read more...] about Google Analytics Scope: Why Metrics & Dimensions Matter
Audience Research is an important piece of any successful marketing strategy. Whether its conducting interviews, surveys, or content analyses — Audience Research can help define who your users are & what they truly care about At Seer, we developed a unique technique (leveraging Analytics & behavioral data) to cluster users based on the actions they take on a given website. In this post, I’ll share an experience I had working on a clustering analysis for a client recently to shed light on both the process and value gained from this type of enhanced audience segmentation. What is User Clustering in Data Science? User Clustering is a data science method based on a model called k-means clustering. K-means clustering allows us to group users based on the content they prefer, actions they take, and channels they respond best to. For example, we once performed a cluster analysis that identified 3 target personas for a technology services client of ours: Why … [Read more...] about Clustering Users for Enhanced Audience Segmentation
Google Optimize new feature set, Personalization Experiences, introduces the ability to (yup, you guessed it) personalize your website based on user actions, attributes, and behaviors. What is the New “Personalization” Experience in Google Optimize? Google Optimize is Google’s free testing experiments tool. Historically it offered strictly testing capabilities for doing A/B tests, multivariate tests and redirect tests. Google recently kicked it up a notch and introduced a new type of experience called “Personalization”. Personalization Experiences give you the ability to alter your website for users based on conditions (like being on Chrome, or a mobile device, landing on a certain page, etc). It’s worth mentioning that this feature is in Beta, but hey so was Google Data Studio until last month. Before we dive into how to setup a test, here are a few basic business use cases that you can leverage to find … [Read more...] about Deliver Personalization with New Features in Google Optimize
When making the decision to hire an analytics agency, there’s many questions you need to ask yourself and any potential agency to determine if you have a good fit. Here’s 5 things to consider about your own company, and 5 things to consider about the agency you’re talking to before you decide. Is your company ready for an agency? 1 – Yes, hire an analytics agency if you’re investing in digital marketing. As a rule of thumb, at least 5% and as much as 10% of your marketing budget should be invested in analytics tools, internal team, and agencies or consultants. At around 5-10% your analytics investment is around the right level to have a positive impact on your overall marketing budget helping to reduce wasteful spend and improve current efforts. 2 – Yes, your company values data-based decision making. A company that values data and its role in making business decisions will always get more value out of their analytics investment than one that does … [Read more...] about Should Your Company Hire an Analytics Agency?