Blog - Data and Analytics

In Google Analytics, a session-level performance view often does not tell the full story. Find out how to enhance your GA reporting with user-level conversion rates.

The new Audiences report provides insight into how your GA-created audiences - used in AdWords and DoubleClick - are performing against your onsite GA engagement metrics.

Data is the key that unlocks loyalty and paves the way toward true people-based marketing. And yet for all the importance we place on data, many marketers continue to be effective at collecting it and less diligent about putting it to good use.

Today's customers and their interactions with others are hyper-connected, so when measuring real customer value, marketing organizations need to start focusing on the digital and social potential of their customers.

* almost Google recently announced that the Google Analytics 360 export into BigQuery now has the ability to run up to every ten minutes, giving you super fresh, almost real-time, granular data!

Whose job is it to ensure insights turn into action? I think a lot of you would probably say, "Well, that's the analytics team." We actually think it's everybody.

Fidelity is the new battleground in advertising. When we think of fidelity in music terms, we think about the exactness by which a voice or instrument can be replicated or recorded. In advertising, fidelity is the level of exactness by which a person can be persistently identified and tracked across digital and physical brand interactions.

Many companies are unable to distinguish their existing customers from their potential prospects when it comes to the individuals who engage with them across the different digital channels. That’s where a data management platform (DMP) comes into play.