Agile Marketing: Moving at the Speed of the Customer
#measure #marketing

Forbes looks at "what it takes to adopt an agile marketing approach, and how to turn the management of marketing data into a strategic advantage."

The age of analytics: Competing in a data-driven world
#measure #analytics

"Big data’s potential just keeps growing. Taking full advantage means companies must incorporate analytics into their strategic vision and use it to make better, faster decisions."

Understanding Your Customer Using Data Analytics
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"They say that data is the new oil, and if your business has a web presence then chances are you're sitting on vast reserves of potential customer insights you may not even know you had."

How to setup Google Analytics Goals and Conversion Funnels
#analytics #measure

"Google Analytics is a great tool which allows you to set up a goal in a sales funnel. Once setup, you can track visitors successfully completing these steps or dropping out of your sales funnel. You can also find out where people are leaving your sales funnel and correct any possible issues on those steps."

Digiday demystifies Attribution by explaining the various attribution modeling methods available to brands:

Marketing’s Holy Grail: Digital personalization at scale
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See the 4 steps McKinsey has identified that lead to successful digital personalization at scale. "Done right, personalization enhances customers’ lives and increases engagement and loyalty by delivering messages that are tuned to and even anticipate what customers really want. These benefits to the customer translate into benefits for the company as well."

3 Tips to Make Your Data Work Harder
#measure #marketing #analytics

Brands that are successfully leaning on data to fuel business decisions are driving incredible growth. Learn three steps your brand can take to become more data-driven:

5 Clues In Google Analytics as to Why Website Visitors Aren't Converting
#measure #analytics

"Are you frustrated with your conversion rate even when traffic to your storefront is up? Are you asking yourself why more visitors aren’t buying your products? You aren’t alone. Many stores struggle with converting their traffic to buying customers. Let’s look at five specific places in Google Analytics that hold clues to help you solve this problem."

Find out how companies like Orbitz, BuzzFeed, and POSSIBLE are using Google Surveys 360 to gather customer insights: https://goo.gl/wXpHkF

Think with Google outlines a new collection of articles from Harvard Business Review that say the companies leading the way today are finding fresh ways to gather customer insights and turn them into action.

Has Black Friday Lost Its Magic?
#measure #marketing

"'We have to change the metrics that [retailers] use, because right now all they’re rewarded on is just tonnage,' [Wharton marketing professor Peter] Fader said. 'Let’s just push stuff out the door. But if they could see how much long-run value they’re creating — or destroying — with these kinds of tactics, they might think a little bit differently.'"

In this quick tip video with Googler Krista Seiden, learn how to set up a Google Survey in three easy steps: https://youtu.be/EjQLFU5UKII