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BlogBridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
UTM parameters, are instructions placed at the end of a URL, to pass information from one place to another. The user activates these parameters when they click on them, and this data is passed to the destination website. It was born out of a need, to identify different traffic sources. And to enable marketers to get granularity in their traffic data. These days it is used as a blanket term for any parameters attached to a URL. However UTM does… Continue reading
Conversion rate analytics enables you to see the rate at which people are converting. Seeing what actions people are taking, which are higher converting and lower. Then going into to see what content & URLS are driving conversion, different devices, traffic sources, times of day. Getting that high fidelity view of the converting customer is invaluable to making decisions around fine tuning performance. Maybe you need to adjust attention on calls to action, or traffic sources. But at the end… Continue reading
Use an analytics platform like Nudge. This involves putting a piece of code on your website, to measure the customer engagement from each traffic source. This will quantify how many people are coming from a traffic source but also how engaging they are. Do they scroll? How much attention do they pay to your page? Are they converting? Seeing this for each traffic source, enables you to make better decisions around allocating time & resources to each source. Maybe you… Continue reading
A single place which evaluates the performance of each of your channels. Often this is an analytics tool placed on your website, product or campaign pages. That provides a view of how customer are engaging from each of the sources. This enables the team to make better decisions on where to prioritize and focus attention. Comparing the relative quality of each channel, can yield great insight into how each is working for you. When doing this, some metrics to consider:… Continue reading
With evaluating the performance of omnichannel marketing activities you need a single scorecard. Or place to evaluate how each is working for you. Which is where a data analytics platform like Nudge comes in. You track the traffic that comes from each of your channel executions, to see how it performs when it arrives. That gives you an idea of what is working best for you. If the customer engagement is higher from one channel than another, that tells you… Continue reading
At the heart, you need a consistent measure, across the channels. To compare on a level playing field. Each part of an omni-channel strategy has its own nuances, but you need that consistent scorecard, to assess, how each channel is working for you. Nudge enables you to get customer insights with ease, diving straight into how customers are engaging, what they’re paying attention to, where they’re coming from, on what devices. And then it makes analysts jobs easier by synthesizing… Continue reading
Nudge. Nudge enables you to get customer insights with ease, diving straight into how customers are engaging, what they’re paying attention to, where they’re coming from, on what devices. And then it makes analysts jobs easier by synthesizing the data into insights, so you can get from insight to action faster. The key to this, is seeing how customer engage with your marketing. That is the layer of truth, do customers care, what is resonating with them, how do we… Continue reading
It all starts with the data collection, collecting the data and insights to feed into the system. Where it gets super valuable, is the internal analysis, that overlays, how marketing has really worked for you. Building your internal scorecards for performance, benchmarks from prior work. To help inform and shape what success in the future will look like. These enable your teams to have an advantage over the competitors, as you’re not just operating from market intel but your own… Continue reading
Nudge. Nudge lets you see how many people come through each traffic source, the engagement that comes from sharing. And how these traffic sources engage with your website. This is invaluable in shaping your channel strategy, as not only can you quantify how many came from each source, but the relative quality of each source. To see how it is driving impact for your website and your objectives. Nudge enables you to get customer insights with ease, diving straight into… Continue reading
Making it a strategic priority and carving out time for the team, to upskill each week. Is going to be a big help in fast tracking the development of skills. The team is ALWAYS busy, so giving them permission to carve out time from that, to go and improve, is invaluable. In tandem you could also consider getting them a mentor, whether internal or external, to help them develop. And investing in outside education, whether its the local university, meetups,… Continue reading