A collection of 7 posts
| 5 min read
Incrementality is an important measurement approach to evaluating the impact of a marketing effort. Through the use of experimentation, incrementality can identify conversions that wouldn’t have occurred without the introduction of a marketing effort. This valuable piece of information helps to prove the efficacy of your marketing in a
| 3 min read
The change in government and corporate regulation around user privacy has forced digital marketers to come to terms that they need to rely on tried and true traditional marketing principles to succeed
| 4 min read
Starting a new AdWords account can be a very daunting task. Foreign concepts and metrics like keyword match types and quality score are not very intuitive to users who are new to digital marketing, making it is very easy to make mistakes and waste money in a short period of
| 3 min read
A platform that is frequently used by every marketer is Microsoft Excel. This platform is helpful to marketers in a variety of ways with the core purpose of pairing up and analyzing data points from various analytics and marketing platforms. It is an extremely powerful tool and tends to be
| 6 min read
Over the span of just a few years the digital marketing landscape has evolved into a data-crazed world filled with programmatic marketing products that are aimed at mining data and making bid adjustments based on real time cost-benefit analysis. With the advent of this type of software, businesses have flocked
| 4 min read
A big component of successful marketing in 2016 is having a good content strategy in place. Content strategy is the key to acquiring free users through organic search engine rankings, which is a crucial element of keeping acquisition costs down. We would all enjoy a scenario where we avoid using
| 4 min read
Custom campaign tracking (or utm tracking), is Google Analytics' URL tagging system that allows collected data to be properly labeled for custom reporting needs. It has been a foundational element of Google Analytics since the purchase of Urchin Software Corporation and is the only way for marketers to reliably tag
