Tag Archives: Google Analytics

Using Web Analytics to Troubleshoot Weak Sales

Posted on July 8, 2010 by Suzy Sandberg

Every year during the week of 4th of July, we hear from a handful of retail clients that demand is unusually low.  The initial suspicion is that there is a problem with the online marketing campaigns adversely affecting sales.  After noticing a fairly consistent pattern over time, we have learned that there’s usually not a problem with the campaigns. Rather, our experience has shown that consumer interest is unusually low this week.  Vacations, travel, entertaining, the beach, and the heat are likely reasons.  Apparel retail is at the tail end of the summer stock, with most merchandise on sale and Fall lines not yet in.  Back to school is still a week or two away.  Basically, in the past, this particular week has seen a deep loll in consumer interest in shopping.

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New Google Analytics Features Make it Smarter, More Powerful

Posted on November 10, 2009 by Anthony Avolio

Google Analytics adds more powerful reporting capabilities, expands mobile measurement and adds intelligence engine to drive smarter data insights.

Google Analytics

Several new features for Google Analytics were announced last month designed to make the free web analytics platform more powerful and easy to use.  Below is a highlight of several new features.

Goal tracking improvements.  In addition to increasing the number of configurable goals to 20 per profile, new site engagement goal types have been introduced.  Engagement goals can be set based on the visit duration or the number of pages viewed during a visit.  For example, a goal can be set to occur if time on site surpasses 10 minutes or after 12 pages have been viewed in a visit.  These new goal types allow site owners to measure the proportion of visits that meet a time on site or pageview threshold and are especially valuable for content websites.  AdWords advertisers can use these Google Analytics goals for campaign optimization in cases where ecommerce conversion is not applicable or the target behavior.

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A Look at Social Media Measurement

Posted on August 11, 2009 by Anthony Avolio

SocialMediaLogosSmMost online marketers are comfortable with the measurement and metrics behind traditional click-based programs like paid search.  Less rigorously measured and discussed is activity from social media sites like user-generated links and comments placed on sites like Twitter, Facebook and StumbleUpon.  While social media as a channel presents unique challenges to measurement, there are several tactics marketers can take to start measuring the impact of social media on their business.

Outbound links. If your site includes a social bookmark or sharing tool, measuring usage of this tool can help answer…

  • Which social sites are my customers using to share my content?
  • Which types of content are customers sharing most?  Should frequently shared content be more prominently featured?
  • What type of customer is sharing content on social media outlets? Is your business benefiting from this?

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