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…
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Data Hygiene: The Importance of Clean Data
The volume of data that companies collect continues to increase every year as more businesses rely on data to make strategic decisions. To extract actionable insights, simply collecting data is not enough. Clean and properly managed data is the foundation of any business or marketing strategy. Reporting, analysis, campaign management, and strategic decision-making are only…
Read MoreHow to Leverage Heatmapping Tools to Improve UX
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…
Read MoreGoogle Analytics vs. Google Analytics 360
Google Analytics 360 is a robust tool. It can be viewed as the enterprise version of standard Google Analytics with the added benefit of unified reporting, which provides a roll-up of data from multiple Google Analytics properties into a single view. This is inherently useful for larger organizations that may have multiple brands living under…
Read MoreWhich Data Visualization Tool Reigns Supreme?
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…
Read MoreTag Management & The Need For Speed
What is tag management? Most websites use a multitude of tracking tags to collect information about website visitors and to improve website functionality. Website analytics tags capture pageview and session-level information, media tags enable retargeting and look-alike marketing opportunities, and other tags can deploy everything from a live chat module to promotional popup banner. Prior…
Read MoreLead Grading: What Is It and Why Is It Important?
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…
Read MoreData, Privacy & The Marketer’s Dilemma
Data, Privacy & The Marketer’s Dilemma Privacy concerns are growing due to continuous hacks and misuse of personal data. The Great Hack on Netflix is an eye-opening example of this practice and the shift in public perception. Governments around the world are responding with new regulations such as the EU’s General Data Protection Regulation (GDPR)…
Read MoreThe Gray Zebra Sanctuary
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…
Read MoreBack to Basics: Focusing on Metrics that Matter
While I fell into marketing on accident, I’ve thoroughly enjoyed applying a scientific approach to improve marketing KPIs, from email open rates to paid search cost-per-click or e-commerce conversion rates and everything in between. In today’s ever-changing world of new tactics and emerging channels, marketers are expected to track and report on dozens of metrics…
Read MoreTracking Engagement Goals with Google Analytics Custom Segments
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…
Read More[INFOGRAPHIC] What is Attribution?
There are tons of terms and concepts floating around the digital marketing space – we’re an industry that loves its jargon. But every once in a while, there are some that pop up and make you say, “WTF?” Case in point: Attribution. Now, attribution is something Mindgruve knows well and is all about, but we’re…
Read MoreFacebook Bug Affecting Brand Page Insights for Up to Six Months
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…
Read MoreConversion Optimization: STOP Throwing Your Money Away
Part of being an advertising or marketing professional is keeping an eye on what goes on in the marketplace for various verticals and products. In doing so, you tend to see things that are done well, done on par, and done poorly. Without diving into the good, the bad and the ugly of all my…
Read MoreSocial Media Measurement: Company-specific Goals Determine Best KPIs
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…
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