Google’s news headlines have been dominated by a federal judge’s ruling on antitrust violations lately. But the tech giant has also made waves by announcing it no longer plans to deprecate third-party cookies in its Chrome web browser. Third-Party Cookies & Privacy Concerns Third-party cookies are among the most fundamental components for advertisers to track…

Lead quality is foundational to the success of a business and a vital part of campaign optimizations. In layman’s terms, how can we grow our business unless we determine whether we have reached the right audience? This is even more evident in the healthcare space where there is a sense of urgency for patients who…

Google Analytics 4 (GA4) was officially launched on Jul 1, 2023. Many companies using the standard version of Universal Analytics (UA) will have noticed the large number of alerts added by Google in the interface, particularly the countdown timer to the official transition date. Companies that did not create a GA4 property by July 1,…

Data-driven attribution has reigned prominent among marketing buzzwords for years. While mentioned across many conference rooms during future planning meetings, many organizations have yet to truly embrace the technology given its inherent complexity, historically high costs, and difficulty in winning long-term adoption as a source of truth for meaningful decision-making. However, many of the hurdles…

Most marketers spend the majority of their time optimizing campaigns to drive qualified traffic to their site. However, one aspect of the conversion funnel is often neglected… user behavior on your website. In my opinion, not enough marketers focus on understanding how users behave on their websites, and even fewer have a strategy to continuously…

Choosing the data visualization tool that’s right for you, your company, or your clients can be overwhelming. From financial considerations to data integrations to the visualizations themselves, there are several factors to consider. Though there are a number of tools available in the market, we’ll take a look at two of the most common data…

What is lead grading? How does it differ from lead scoring? While lead scoring and lead grading are often used interchangeably in the world of sales & marketing, they’re technically two different practices with their own unique objectives. What is Lead Scoring? Lead scoring focuses on the behaviors of a prospective lead and aims to…

When it comes to marketing analytics, the executive summary is king. Few decision-makers want a 10-page performance report, or to find themselves in the weeds. Most want the thirty-thousand-foot perspective and the top-line, need-to-know, hyper-efficient and invaluable dashboard—also known as the Executive Summary. There’s nothing wrong with this, time is money after all. However, it’s…

When collaborating on a website redesign, I was faced with the challenge of measuring success without hard KPIs or conversion goals. Yet our project needed concrete goals we could point to and say, “Yes, this redesign worked!” Stepping back, it dawned on me that, frequently, the (re)design of a website may be disconnected from the…

On February 22, Facebook announced that a bug has been affecting Page Insights reporting since as far back as August 2012. Announced on the same day a major security loophole was revealed and just a month after the company fell victim to a “sophisticated” attack on their internal systems and devices, the bug caused brand…

Let’s face it, since the emergence of social media, marketers have been struggling to find the best ways to measure whether or not their investment in it is paying off. With all the simple measurement tools available, emphasis continues to be placed on baseline ROI and industry-standard Key Performance Indicators (KPIs). However, we cannot forget…