Archive for the 'Google Analytics' Category

May, 26th, 2014

30 key insights on email, lead gen and data

Email, lead generation and data process diagram
Here is our list of key insights on email, lead generation and data.

  1. Email subject lines may take on a whole new level of importance: Assuming the email made it into the Gmail user’s Priority Inbox, Google may choose to display it alongside search results pages. (Source:
  2. Why do you think men’s fashion eCommerce retailer Bonobos sent their entire database an email urging their customers to move Bonobos to the primary inbox in Gmail’s new interface? Firstly, because they understand that email is a key revenue driver. Secondly, maximum email channel revenue starts with a great open rate! (Source:
  3. 51% of all emails were opened on a mobile device in 2013 [infographic]: 26% on iPhone, 12% on iPad and 12% Android (Windows and others at <1%). (Source:
  4. Only 15% of companies have tested their email marketing templates on mobile devices (Marketo). Given mobile opens are set to surpass desktop this year, make this a priority! (Source:
  5. If the 20% of your loyal customers account for 80% of your revenue, how much emphasis should be placed on your email channel? Will you require more robust data analysis and decision support to evaluate this increased focus? (Source:
  6. Custora reports that the lifetime value of a customer acquired through email is 11% more than one acquired via Facebook or banner advertising. (Source:
  7. “Don’t miss” in an email subject line has a 40% better chance of attracting a click compared to the average B2B email (Adestra subject line analysis report 2013). (Source:
  8. According to Experian, average order $ value from Email has increased 14.4% comparing 1Q12 to 1Q13 (across all Experian clients at the time). (Source:
  9. Email database quality is still the biggest challenge facing email marketing (Econsultancy). Perhaps it’s time for marketers to trial alternative data acquisition methodologies: Co-reg is a great way to build opt-in email lists quickly and cost-effectively. (Source:
  10. Useful collection of email stats by industry: Click through rates (unique clicks / delivered) and open rate. Retail is second highest on open rates but fails to convert the click (Silverpop). (Source:
  11. 41% of commercial emails were opened on mobile devices for Q3/Q4 2012 (33% on iOS) – mobile is on track to surpass desktop this year. (Source:
  12. Email is the key lever to drive repeat purchase. (Source:
  13. Yes, general browser usage stats show Chrome and Safari growing fast (and IE and Firefox dying) but at 51% usage, Internet Explorer is still the browser of (forced) choice for checking web-based email – likely due to workplace IT lock-down. (Source:
  14. 36% of emails are now opened on a mobile device: This infographic is a good rundown of Responsive vs Scalable mobile email design. (Source:
  15. With 43% of all email opens occurring on a mobile device, it’s important to understand how your email will look when opened on one. View the infographic to see specifics for the iPhone 5, Galaxy Note II, Nexus 4, Lumina 920 and the BlackBerry Bold 9900. (Source:
  16. Are your customers helping you generate more leads? – If you need a good case study of incentivised referral marketing done well, look no further than Dropbox. (Source:
  17. NZ’s first case study on lead-gen optimisation: Lead source websites that exist to provide a service other than lead gen in the first instance provide the best returns. Expertise is required to leverage this fact, maximising lead volumes and optimising for quality across multiple lead sources (metric: advertiser conversion rate and/or $ rev generated). (Source:
  18. Tactic #5 to acquire new customers: Double loop referrals. (Source:
  19. Low cost and measurability mean email is still the #1 (B2C) prospecting channel. (Source:
  20. Email marketing is still rated the #1 tactic for effective lead gen for 51% of B2B marketers (n=435, Ascend2/Research Underwriters). (Source:
  21. Nice summary on why Dropbox has been so successful, in part because they have created a user experience that people love: Everything is super easy, trust is built and before long there exists product dependency. Paying for the service becomes a consumer necessity. (Source:
  22. What are you really doing to keep your eCommerce customers buying? Remember: “Repeat shoppers, representing just 8 percent of all site visitors, accounted for nearly 41 percent of total online sales” (Adobe 2012, US). (Source:
  23. Much like other data providers with access to offline transactional data, Datalogix is positioned very well indeed. (Source:
  24. Nice decision-making flowchart to help find the most suitable way of presenting information in the form of an infographic. (Source:
  25. The measurement of B2B content marketing should focus on the end goal: Did you engage the people that matter, and did they fill in the lead capture form. “Instead of thinking of content as a means to fill all channels, where analytics just show how each channel is performing, you should measure who viewed your content”. (Source:
  26. AdWords Enhanced Campaigns now support campaign scheduling for call extensions. Good news for B2B lead gen. (Source:
  27. How to use Facebook’s Graph Search for intelligence gathering and B2B prospecting. (Source:
  28. “Nearly 50 percent of marketers agree that data is the most underutilized asset in their organization, with less than 10 percent saying they currently use what data they have in a systematic way” (Teradata, n=2,200). (Source:
  29. A scary stat given the multitude of targeting technologies on the market today: “Only about one-third of [B2B] marketers are incorporating targeting and segmentation in their digital advertising” (n=243, US). (Source:
  30. Good reminder on data risk: The media and retail industries are reporting the highest incident rates for hacking. And for insurance most data loss occurs due to fraud/social engineering (KPMG). (Source:

No responses yet

Apr, 15th, 2014

Universal Analytics is now universal…

Sorry for the pun but yes, since April 2nd Universal Analytics (UA) is out of beta and available for anyone. To be fair, this was already the case since March 2013 but now all features from Classic Google Analytics are supported by UA, including Remarketing and Demographics & Interests data pulled from DoubleClick. These features were the main reasons that were holding most of you from migrating to UA but now that they are supported, you can do the big jump and take this as an opportunity to implement Google Tag Manager (GTM) at the same time.

Why migrate to Universal Analytics

Universal Analytics

  • Track user across multiple devices, sessions and engagement data with the User ID feature and access new reports like the Device overlap:
Cross device reports on Universal Analytics

And why implement Google Tag Manager too?

  • You want to get more control on your marketing campaigns and get them live quicker;
  • You want to get more insight from your analytics easier and faster;
  • Your site uses more and more different tags, and it becomes difficult to manage them all;
  • You want to make sure that your tracking implementation is right;
  • You want more reliable data collection which won’t hobble your page load;
  • Your webmaster is tired of dealing with your tags that are clearly not his priorities.

Benefits of Google Tag Manager

How to migrate to UA using GTM?

Alright, but before you get too excited and jump into UA and GTM, you better plan things ahead a little bit. So here is a quick check-list you should follow for a smooth migration:

  1. List and map all tags currently running on your site that you need to transfer to GTM, including Google Analytics events, custom variables and other customisations, such as cross-domain tracking or customised session timeout;
  2. Migrate your Classic Google Analytics property to Universal Analytics;
  3. Wait for the complete migration (up to 48 hours) – do not change or remove your tracking code until the migration is completed;
  4. Create a GTM account with typically one container per site (property);
  5. Implement the GTM container code on all pages of your site;
  6. In GTM, set up your Universal Analytics tags (pageview, events, eCommerce) as well as other Non-Google and Google tags, such as Google Adwords Conversion tracking tag.
  7. Implement DataLayers (optional but recommended and sometimes required for eCommerce tracking for instance);
  8. Test your GTM container version with the Debug mode;
  9. Publish GTM container and…
  10. …at the same time remove all the hard-coded tags from your site that are now managed by GTM
  11. Be proud of yourself and enjoy your {{favourite drink}} :)


No responses yet

Mar, 26th, 2014

56 key insights on metrics, analytics and conversion optimisation

Metrics, analytics and conversion diagram
At FIRST we spend a lot of time doing research and finding ways to provide the best results for our clients. We decided to share some of those key insights we found useful from a few of our favourite sources on metrics, analytics and conversion optimisation.

  1. Top growth hacking tactic #3 for landing pages (copywriting): If you are asking for a lot, write a lot. If you are asking for little, write little. (Source:
  2. Do you have technically savvy power users in your marketing team? Marketers that understand how to leverage technology to make a difference to the bottom line? (Source:
  3. Let people use the product and then simply ask them what it does: “What you hear can point to cognitive hurdles” – a chance to simplify. Protip: “When you can’t find old or young people, drunk people are a good approximation” – CEO, Bump. (Source:
  4. Bryan Eisenberg might be onto something here: “The number one reason senior marketers don’t buy into the data and technology is because they’re worried that the results will prove their intuition wrong. And, that more often than not, those intuitions are wrong”. (Source:
  5. App developers, New Relic for Mobile Apps looks interesting – Realtime visualisation of how the app is performing across services, carriers and different operating systems. Essentially a live, “global app health check report” across all users. (Source:
  6. Brilliant set of tools for e-commerce website optimisation: Usability, conversion and performance testing. Even good old Xenu link sleuth makes an appearance! (Source:
  7. Spot on: “Marketing as a science is really about running good controlled experiments to test hypotheses. This is the heart of the scientific method applied to any discipline.” (Source:
  8. Ah yes good old advice from Jakob Nielsen himself on UX testing from the year 2000: “The curve clearly shows that you need to test with at least 15 users to discover all the usability problems in the design” – luckily we now have the ability to conduct real-time conversion/UX tests and measure the effect on revenue across thousands of people to discover “all the usability problems”. Costs have come down dramatically and ultimately the global consumer wins as a result of better experience and product design. (Source:
  9. Remember, to get conversions you need clicks first. And clicks don’t “just happen” – your prospects/customers are clicking on content because they want something. Brilliant quote from the article: “It’s only once we begin to understand what gets people to click that we can really understand what gets people to convert.” (Source:
  10. Introducing a CRO testing culture mitigates risk, something marketing doesn’t talk a lot about. And it also starts the process of implementing a structured approach for site changes, which means your organisation is “twice as likely to see a large increase in sales than other orgs [not focused on CRO]” (eConsultancy). (Source:
  11. It’s interesting to learn that matching the linguistic style of your website audience increases conversion rate, and this also makes the audience more resilient to calling out excessively positive reviews as “fake”. (Source:
  12. Digital analysts, don’t be afraid to push back on data requests, especially those that start with “it would be interesting to see…” – ask the “so what” questions early to avoid producing costly reports that have no inherent, actionable value! (Source:
  13. Does your organisation’s content exist to entertain, educate, inspire or convince? Take a look at KissMetrics’ Content Matrix to help you think strategically about content (halfway down the page). (Source:
  14. Make sure you evaluate your approach to data from time to time. – Have you fallen into this trap? You develop a belief > You go find data that correlates with that belief > You then use that data to cement/substantiate your belief. (Source:
  15. Nice walk-through and mini case study on responsive email design: Conversion rate from mobile-optimised emails increased by 33.4%. (Source:
  16. Four tools for Pinterest optimisation: Cyfe (daily quick trend summary), Tailwind (weekly in-depth view of how content is performing & competitor tracking), Pinterest Analytics (most popular images pinned from your site) and GA (traffic, conversions, revenue). (Source:
  17. Wider Funnel’s take on CRO: Maximise relevancy, clarity and urgency while minimising distractions and anxiety. (Source:
  18. Seriously useful post on comparing the impact of applying different conversion attribution models in Google Analytics using GA’s Model Explorer. (Source:
  19. Good intro to digital marketing metrics. For retail, the new customer acquisition metric (volume and cost) is one of the most significant KPIs to look at. (Source:
  20. Finally some proof that there are others out there suffering from real-time data addiction! (Source:
  21. A simple but powerful example of the importance of developing a testing and optimisation culture within your marketing teams. The goal: to improve each stage of the purchase funnel. (Source:
  22. Brilliant collection of CRO case studies, no less than 100, we like this one: “#28 Eliminating One Field Increases Expedia’s Profit by $12 million”. (Source:
  23. A nice and easy way to generate content, tied to measured business outcomes: “Everyone is encouraged to add ideas to the content plan and from here we then begin to scorecard the content based on whether it will assist our reach, revenue or brand reputation.” (Source:
  24. Gotta love Avinash: “Rather than ‘simplify’ things and put five metrics into a blender and puke out an ‘easy to understand’ number, my strategy would be to expose the focusing factors (contributing metrics) in order to encourage our leadership to look a little deeper to understand performance”. (Source:
  25. Applying Gossen’s law of diminishing marginal utility to web analytics and CRO: Lead your organisation’s analytics and conversion optimisation efforts assertively, but know when to shift focus. (Source:
  26. Small Data (simple analytics) is completely under-hyped. In comparison to Big Data, it provides faster decision-making speed, easier access to data and is much cheaper in both system and resource cost. Time to roll up your sleeves marketers, product managers and CMO’s – login to Google Analytics! (Source:
  27. Business Analytics focused on profitability: Taking a macro approach with web analytics definitely helps to provide a different, more complete view of clicks and visitors that drive the biggest bottom-line business benefit. Great post! (Source:
  28. Looking forward to the final report from Aberdeen, and agree with David’s early assessment: “Self-service BI enables more widespread use of analytics at least partly because it means scarce IT skills aren’t frittered away… Consequently, IT has more time to get BI into the hands of more users.” (Source:
  29. How to optimise YouTube One Channel using Analytics: Keep track of viewership, traffic source and especially watch-time. This one is important as YouTube is now optimising its search and discovery algorithm against it. (Source:
  30. PLA Optimisation Tip #2: Suppress poor performing products (remove them from their current category and move them to a low bid Ad Group). (Source:
  31. Nice three-part series on CRO covering implementation of GA Experiments as well as a number of other popular testing tools. Solid data is one of the best ways of creating organisational change for digital. (Source:
  32. Facebook appears to be winning the war for app install ad dollars: Best performer in Q1, evaluation based on clicks/installs (conversion rate), user quality and new app user volume. (Source:
  33. What could you possibly learn from multi-channel funnel data from over 36,000 GA clients with millions of purchases across 11 industries in 7 countries? A whole lot. Very few companies have this sort of data to share – read this post, there are significant leanings here. (Source:
  34. Focusing your organisation to be more “data driven”..? – Assuming you have the technology and the people, here is a nice run down of the areas to tackle as far as business process is concerned. (Source:
  35. These GA custom segments are useful, check with your web analytics team that they are indeed setup. (Source:
  36. Use the Lean Analytics Cycle to drive change quickly: three brilliant case studies that teach you how to apply lean (start-up) thinking to analytics. This is good stuff. (Source:
  37. In the absence of any context “conversion rate” is meaningless. (Source:
  38. Step-by-step instructions to track GA e-com transactions with Universal Analytics. Why does this matter? Better information about how customers interact with your business across many devices and touch-points, including mobile apps. Offline data can also be brought in. (Source:
  39. How would a laser-sharp focus on a single metric change your bottom line..? Apply Lean Analytics: “Measure everything, but focus on one thing at a time”, also called One Metric That Matters (OMTM). (Source:
  40. Connect marketing expenditure with profit: “77% of CEOs have trouble linking marketing efforts to tangible results, such as revenue…” (Source:
  41. Have you calculated the opportunity cost of not doing anything with your organisation’s post-conversion thank you page(s)? (Source:
  42. Pinterest analytics tool for business accounts is now live. Good start, but some sort of conversion tracking pixel would be even more useful. (Source:
  43. Big Data blah blah blah. Are you acting on insights gained from readily available (and free) Small Data..? Ask for a user account to your organisation’s Web Analytics and start digging. (Source:
  44. Reasons for Clicks > Visits: https, JS and Flash links in IE, open in Safari for apps (see article for more) – Campaign tags like GA UTM are always best. (Source:
  45. If you only implement half of these you’ll be significantly better off knowing what really works, and what doesn’t. Don’t delay acting on your discoveries. (Source:
  46. Apart from the obvious, there are other reasons why key metrics are important: They shape organisations, so choose well: “Players play to the metrics their management values, even at the cost of the team.” (Source:
  47. Solid app behavioural/usage analytics will prove to be a key feature to continue to attract developers to build apps for Android. Especially important for Google to do this given in the short term developers are still making more $ from iOS apps (or are they?). (Source:
  48. GA can now automatically convert all transactions to the primary currency on a site. (Source:
  49. Most Valuable Customers = {Purchase frequency, average order value, customer lifetime value, price sensitivity, affluence}. (Source:
  50. Quick summary of the five mobile tracking techniques: How they work, privacy and user control (UDID, MAC, OpenUDID, ODIN and cookies). (Source:
  51. Link Webmaster Tools to AdWords and use the paid / organic combined impression share report to figure out what % of all Google search impressions you are neither reaching with a paid ad, nor via an organic listing for a given keyword. (Source:
  52. Lesson #2 learnt from thousands of usability studies: Site categorisation needs to make sense. It shouldn’t take close to a minute to find the category for a small vacuum cleaner (watch the videos). (Source:
  53. Did you know that there is a direct correlation between page load speed and revenue? Amazon found that revenue increased by 1% for every 100 milliseconds improvement. (Source:
  54. A good reminder that correlation is not the same as causation. (Source:
  55. Pretty graphic but is colour really “up to 85% the reason people decide to buy” – yes, product colour maybe, but not the logo or website “colours”. Testing multiple page variations is always best. (Source:
  56. Nice tutorial on applying Chi-Square to an A/B conversion optimisation project. Good excuse to dig out your Statistics 208 textbook from university decades ago…and a reminder that Stats and Marketing go great together. (Source:

No responses yet

Dec, 16th, 2013

Free SEO tools

SEO for Google, Yahoo, Bing and Opera

Search engine optimisation (SEO) is where you ensure a website can be found in search engines, such as Google, Bing and Yahoo, for relevant keywords and phrases around what’s on offer on that site. SEO is a form of quality control for websites and is a vital opportunity for businesses to improve their online presence.

To help you with SEO, we’ve compiled a list of some handy (and free) tools.


Keywords remain key (no pun intended) to successful SEO performance by choosing the right keywords and phrases to optimise your search engine results page (SERP) rankings.

Wordstream Free Keyword Tools – Wordstream offers four keyword tools, Free Keyword Tool, Keyword Niche Finder, Keyword Grouper and Negative Keyword Tool, which suggest different ideas, groupings and long-tail keywords that show you what people are actually searching for around a particular topic. The Negative Keyword Tool is particularly handy to find out what keywords to eliminate from Pay Per Click campaigns and in saves you money.

YouTube Keyword Tool is useful if you’re looking for keywords and phrases for YouTube. The tool tells you how many people are searching for various keywords. You may also apply the suggestions from this tool to other content platforms.

Übersuggest uses the ‘suggest’ data from search engines to develop optimised phrases based on your query.

Soovle is a handy tool if you want to see keyword suggestions from multiple search browsers and websites such as Google, Wikipedia, Yahoo, Bing, Amazon and YouTube.

Suggestion Keyword Finder helps you by giving you a list of related keywords to any word or phrase you enter in its search box. The tool also lets you download the data as an Excel document should you want to use the results in your SEO strategy.


Content builds trust, brand and awareness with current and potential customers. If done correctly, content can also establish your company as an expert in your field and build on customer relations. For optimal SEO, content needs to be of high quality, relevant and valuable to your target audience.  Most importantly, and this is where these tools come in handy, it ensures there’s no duplication or over use of specific words.

Anchor Text Over Optimization Tool determines the likelihood of your webpage receiving a penalty from Google’s Penguin algorithm for a lack of anchor text diversity. Anchor text is the visible, clickable words that appear in a hyperlink, which Penguin penalises if the anchor text is found to be over-used, or in the case of this tool “over-optimised”. This tool will look at your website and show which areas of the site have over-optimisation so you can fix the mistake.

Copyscape looks for duplicate content on the web. Simply enter the URL of your website and Copyscape will tell you if your content is not original or whether the content you’ve created has been plagiarised by another site. Hopefully you won’t need to draft up any cease and desist letters.

Ranking tools

Want to know where you site ranks when compared to your competitors? The following tools will help with that.

Alexa is a web analytics tool that can tell you where your site ranks compared to other companies. Alternatively, you can find out which websites are the most successful based on keyword, category or country.

PR Checker tells you what the page rank is for your website or your competitor’s on Google’s search engine. You simply enter your site’s URL and hit enter, you’ll then be given a score out of the 10. The lower the score, the lower your page rank.

The finer details

For the finer and equally important details such as meta descriptions, images and site performance, the following tools will help fine tune your website into an SEO-friendly result.

Title and description optimization tool is a competitor intelligence tool that provides information about the titles and descriptions used by competitors. Using this tool, you can diversify and enhance your webpage above and beyond your competitors with improved SEO.

Image SEO Tool, as the name suggests, checks if there are any problems with images on your webpage. It ensures your images conform to Google’s standards and recommendations for an optimised search result.

Google Snippet Preview shows you the information and content on your site from the meta tags and how it is displayed on Google’s search. Once that’s shown, you can edit and optimise the content to meet the word count requirement and improve your Google ranking.

Microsoft Free SEO Toolkit is a complete SEO audit for your website. There are multiple tools in this toolkit: Site Analysis, Sitemaps and Sitemap Indexes, and Robots Exclusion. These tools help make your site search engine-friendly and relevant for Bing, Google and Yahoo.

No responses yet

Oct, 2nd, 2013

Getting Demographic Data in your Analytics

Published by under 4. PERFORM,Google Analytics

(Image source: Google Analytics)

New announcements have been coming thick and fast at this year’s Google Analytics Summit in Mountain View, California. There have been 14 product announcements in one session!

I’m fortunate enough to be attending this year’s Google Analytics Summit and possibly the most exciting news for marketers is the addition of demographic data to Google Analytics.

Those of you who have used Google Display Network (GDN) have seen the rich options of targeting in that tool for a while – age, gender, and their rich list of interests. That same data will be available via Google Analytics. This will allow you to do some pretty exciting stuff. For example, you can now see your conversion rate by age and gender. You could even do this on the basis of a particular campaign or channel. This data can be used in all sorts of ways – to better inform offline efforts, to enhance your campaigns, or to just get richer data on your GDN efforts.

This data will be available via the new Unified Segments, allowing you to see all your site traffic and conversions through a demographic lens.

I’m excited to see what new opportunities this opens up for the savvy online marketer!

No responses yet

« Prev - Next »

© 2015 FIRST, part of the BeyondD Digital Marketing Group a wholly owned subsidiary of Beyond International.