Day after day, I’m hearing (and seeing) a common refrain in Seer halls, at conferences, and on Twitter: we love data! The more you have, the better. Keep the new data sources coming. I don’t completely disagree with this (it’s all about big data after all), but I think that by asking for more and more data, we’re ignoring opportunities to “recycle” data we already have to find new and different insights. Think about it–if you’re working at a full-service agency, your overall team may have access to a client’s Google Analytics and Adwords, SEMRush, STAT, HotJar, SurveyMonkey, SpyFu, Twitter Analytics, etc. While you may only look at a handful of tools, your team overall is probably inundated with data that we’re only half using. It’s not the end of the world to not leverage data as best as it could, but what if you could find potential SEO content opportunities that PPC is spending over $165k on that could be a … [Read more...] about How to “Recycle” PPC & Analytics Audience Data for SEO
There are a number of metrics that business owners and marketers have to wrap their head around, meaning it can be challenging to keep up with it all. One of the most important metrics to educate yourself on are your bounce rate analytics, as these figures directly affect your SEO. Your bounce rate reveals the percentage of people that land on your site but don’t take any action on the page they reach. Because they haven’t clicked any links, a ‘read more’ tab, menu item or anything else on your page, the Google Analytics server never receives a trigger from the visitor. The user has therefore bounced off your page, never engaging with the landing page and ending their visit after glancing at just one page. The bounce rate therefore helps you ascertain the quality and relevance of your page to the audience. A high bounce rate indicates that visitors aren’t finding what they are looking for when they reach your page, that the content is low quality or that … [Read more...] about What is your Bounce Rate and Why Does it Matter for SEO?
Getting Salesforce data into GA 360 is one thing, but what should you do from there? Find information on how to properly analyze, visualize, and make your GA 360 + Salesforce integration actionable to impact your bottom line. 🚫 Not familiar with the GA 360 + Salesforce Sales Cloud integration? Read more background information here prior to starting this post.🚫 Already familiar? Let’s get started! Completing the Salesforce Sales Cloud + GA 360 integration is great, but understanding what can be done once that data is in GA 360 takes it to another level. Finding ways to make that data actionable and useful once you’ve broken down your data siloes is key, and so is finding a scalable, digestible, and shareable way to break down the results for those who are not in the GA 360 weeds day-to-day. What I’ll walk through in this post: Properly preparing yourself before the data is in GA 360 to ensure you are ready to hit the ground … [Read more...] about How to Analyze Salesforce Sales Cloud Data in GA 360
At some point in their career, every analyst will find themselves in the unenviable position of being asked to perform a miracle. For the purposes of today’s guide, let’s assume you’ve been ordered to conjure up a granular content performance report for site which has none of the necessary tracking in place. If your initial reaction was to shed a tear and brace yourself for the enormous and monotonous task ahead, fear no more! Today we are going to look at how parts of this process can be automated. The crux of the problem is that most changes in Google Analytics do not take effect retroactively. If we were to enable a content grouping, for example, or implement a new custom dimension, we won’t magically get access to historic data. If the datapoint we’re interested in isn’t being tracked, then nothing is sent to GA and there’s not much we can do to plug that gap. This is why measurement planning and data collection are such critical parts of … [Read more...] about No data? No problem! Retroactive content analysis in Google Analytics
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 Use Google Analytics Data Import Tool for Enhanced Audience Segmentation