Diagnosing Media Tracking Discrepancies

Anyone who has tracked an online media campaign with Google Analytics or another website analytics provider has likely come across a noteworthy discrepancy in how many clicks are reported from media vendors vs. how many visitors are … [Read more...]

Hard & Soft Landing Page Elements

I spoke recently with the director of customer service for a national home improvement brand. She told me about how her team is evaluated on their use of both hard and soft skills. When I asked more about the difference between hard and … [Read more...]

The Analytics Continuum

There are a few things that never cease. The hands on a clock. The earth’s rotation. The ocean’s movement. Questions from my five-year-old...about everything. This phenomenon exists in business as well. No matter what your industry is … [Read more...]

Website Speed Analysis

Is your website crawling along at a snail’s pace? If so, you could be preventing your site from becoming a viable marketing asset. Beyond the obvious concerns about poor visitor experience, website speed is crucial because it is a search … [Read more...]

Why Your Marketing Test is Weak

Those of us in the marketing industry that freely admit we don't have all the answers, we can't exactly predict marketing results, and we truly don't know our customers well enough to anticipate how they will respond to certain marketing … [Read more...]

Marketing Reports are Icebergs

If you are like me, you may have made the mistake of thinking that the larger the report, the more value it provides. What a crock. Very early my career, I remember creating massive reports that included every possible data point, … [Read more...]

Two Big Reasons Agencies Should Use Google Tag Manager

Google Tag Manager is a free utility that allows us to place, update and manage code snippets (or tags) on our websites and applications. Agencies, in particular, who rely on clients or third party developers to place code that enable … [Read more...]

An Analyst’s Two Roles: Evaluator & Experimenter

For the majority of my childhood I was raised by a strong, smart and single woman. Balancing the responsibilities of one full-time job and the needs of four growing children could be considered a hopeless task as a solo act. Looking back … [Read more...]

Identifying Opportunities for Website Testing

A common mantra among usability pros and conversion rate optimization specialists is to "always be testing." Anyone who owns/manages a site and has committed to a consistent, rigorous testing program may have had some questions about what … [Read more...]

Avoid Marketing Hibernation

As the winter months approach, many businesses and organizations, especially those whose products and services don't quite fit neatly wrapped under a tree, are entering their "down season." Outbound programs are minimized, advertising … [Read more...]