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John Strykowski 2:09 pm on Sep 25, 2015 Reply  

What if you could look at the traffic for all your visitors? Specifically, how it relates to a particular campaign? It stands to reason you could gain a lot of insight from that data. The good news is it’s actually quite simple and I’ll show you how to make that happen but first let’s consider the “why.”

Google Analytics View by Campaign

As marketers, the reason we care so much about attribution is that we’re hoping to discover the particular driver or drivers that led our visitors to convert. Here’s an example. Let’s imagine we figured out that a noticeably large percentage of visitors driven by a particular campaign to our site, who started their visit on a particular landing page, converted often. That would be a particularly valuable insight we could use to further optimize that particular landing page and fine-tune our follow up campaigns against a high leverage point and maximize ROI. Et cetera, et cetera. I’m of course simplifying things but my point is meant to exemplify how analytics-driven knowledge can be used to hone our resources and spend less time and effort on areas with less return potential. (More…)

John Strykowski 7:09 pm on Sep 14, 2015 Reply  

Number One

A common request for marketers is to better understand their audience, web visitors and customers. But that’s tricky when Google Analytics (GA) doesn’t report on unique user information. The purpose of this blog post is to show you how this can be accomplished. We will expose you to concepts and functionalities which when implemented, will add a new way of segmenting some of your report data: by Unique Visitor ID. (More…)

Peder 12:09 pm on Sep 3, 2015 Reply
Tags: create kpis, , , monitor kpis, performance measurement, track progress   

Blog pic

Don’t fall into the trap of picking your KPIs because they are the ones used by others or on someone’s Top 10 KPI list. KPIs need to be consistent with your particular needs and always driven by your unique business goals. Claiming that the top 10 KPIs would be the same for everyone, is like saying “these are the top 10 winning lottery numbers”. They will always be different. (More…)

We’re almost halfway through 2015 – hard to believe – and the dynamic arena of business intelligence continues to advance. It’s the vendors that adapt better and faster to this evolving environment that will have the competitive edge. Similarly, the businesses that make the best choice of BI technology, that best fits their operation, will thrive and succeed. So let’s look at the “Big 10” business intelligence trends – the ones that are the most significant and prevalent so far in 2015…


When companies decide to track performance, they invariably begin by measuring results. That’s the wrong approach. Results only tell you what happened, not why. You can choose to measure either the results of your work or the actions that cause the results. KPIs (Key Performance Indicators) should be reserved for tracking things that directly relate to specific actions or activities, not the final result. Revenue, profit and number of customers should not be used as KPIs. They are the result of many activities, so don’t identify particular actions to take.

Sometimes, it’s a matter of perspective. goalThe General Manager for a hockey club is interested in results which are measured in wins.The coach needs to make it happen and does that by doing the little things right. Players may be asked to back check more or block more shots, pass more, shoot more. All of these individual actions can be tracked and measured, and if they improve, a better result is likely to follow. rinkIt’s not guaranteed, but it’s better to focus on the activities rather than the end result. Wins are the KRIs (Key Results Indicators) and the actions are tracked with suitable KPIs. If you are meeting your KPIs, the wins will take care of themselves. (More…)

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