blog.endai.com

Universal Analytics for Google Analytics is Here

2013-05-20T14:09:44Z

We're excited to share news that the Public Beta of Universal Analytics is here. While we've been discussing it internally since a private release about six months ago to GA Certified Partners at a meeting in Mountainview, the value has been clear the whole time --"your data," now linked to GA data you know. In slightly more technical terms --we can extend the record on each user interaction to include many things that GA _doesn't measure_ today.

The benefits of using Universal Analytics to businesses are:

Seeing how customers engage with your business across various devices and touch-points, including POS/ in-store and other offline data sources that can now be linked to your GA browse data
Connecting sales calls that originated, or correlated with online activity for analysis of online & phone call interaction
Insights into the performance of your mobile apps (Google's tech spec on tracking mobile apps )
Improved performance on your site by reducing client-side overhead (stuffing custom variables, and other Javascript heavy approaches power users of GA sometimes use)
Improvements of lead generation and ROI by incorporating offline and online interactions so you can understand which channels drive the best results,

We are already working on implementations of Universal Analytics across many events, and will be sharing much more shortly. The possibilities are endless, and we'll share updates here on our blog. If you need more information about Universal Analytics, call us, we love talking about and working with customers to make data turn to action.

Google Analytics: More Rows!

2013-02-15T22:11:04Z

One of the more common questions we've received in the past with Google Analytics reporting is, "Is there any way to download more than 500 rows of data at once?" Well, it looks like the good folks over at Google have finally caved in and increased the number of rows that can be displayed at once.

Over the next few weeks and months, we'll continue to see small improvements like this (and some big ones too), and as always, we'll be there to let everyone know about it.

As a Google Analytics Certified Partner, Endai specializes in configuring, managing and analyzing the data you need to get the most out of your website. If you have any Google Analytics issues that need solving or have questions about the features mentioned in this blog post, please contact us using the form on the right.

Google Analytics: Big Change to Home Screen

2013-01-30T11:25:28Z

For those of you that are up bright and early this morning, you'll notice that there has been a pretty big change to the Home screen when you log into Google Analytics.

1) "Show Metrics" Button

Clicking on this button will reveal Visits, Avg. Session Time, Bounce Rate and Goal Conversion Rate, giving you a quick snapshot of the accounts you manage.

2) Expand/Collapse Buttons

If you click on these buttons, it will expand and collapse all the folders for the accounts that you manage.

3) List Display Mode

If you click on the right button, it will display all profiles you manage as a list, while the left button will display them in folders by account.

As we see changes like these happening, you can be sure that we'll be keeping you all posted on these updates.

Google Analytics Consulting: Adding Value and Meaning to Your Data

2013-01-04T17:35:03Z

The main goal of Google Analytics Consulting is to provide its users meaningful data. The idea is that once users have that data in front of them, they can use it to make more informed decisions. Goals unique to each business that use a Google Analytics Consulting service are factored in to each account. This provides easy access to performance data and builds confidence when it comes to making online marketing decisions. The right Google Analytics Consulting program will result in increased online revenues.

Google Analytics Consultants offer comprehensive analytics consulting in the areas of strategy, implementation, optimization and training. Your company can gain valuable insights through Google Analytics, but in order to take full advantage of the software, companies should seek the services of a certified consultant. Sometimes companies require more in depth analysis to ensure the integrity and accuracy of implementation. A Google Analytics Audit is often the solution. The audit will determine if your company is tracking its Return on Investment and Performance Metrics properly.

A Google Analytics Audit will ensure the integrity, specificity and accuracy of site performance data. The data your company uses to make decisions may not be the best possible representation of your website's performance. The Google Analytics Audit was created to be absolutely certain you have meaningful and actionable data. Once this data is available, it can be used to continuously improve your website and online marketing. The way an audit works is a Google Analytics Consultant is presented with a company's objectives, they perform a diagnosis of the company's account, evaluate its tracking needs and provide a detailed recommendation. From there, Google Analytics Consultants will assist you through the implementation process of your advanced tracking setup.

A Google Analytics Audit includes goal discovery, technical documentation, custom reports, segmentation and a post implementation audit. Once your goals are defined, your account is analyzed and changes are documented in a comprehensive JavaScript and Code Installation Document. That document will be crucial in terms of ensuring a successful implementation. Once tracking is finalized, advanced segments are developed to isolate specific subsets of traffic. In addition, custom reports are created that allow users to view data more efficiently. Meaningful data, viewed more efficiently will result in a more functional website from the perspective of both customer and company.

Google Analytics: Easier Access to Reports Round 2

2012-12-21T14:02:26Z

Many of you may have noticed a new search box in the Google Analytics interface, at the top of the report navigation. This is actually a new feature that allows you to search for and directly jump to a specific report.

Here's how it works:

1) Start typing a search query for the report you are looking for

2) Autocomplete will begin listing reports that match what you are typing

3) Select a report to jump directly to that report

Here's what it looks like:

Over the next few months, you'll continue to see enhancements like this, and of course, we'll continue to report on them.

Google Analytics: Expanded Export Options

2012-12-05T14:30:46Z

It looks like Google Analytics just pushed a minor update to the reporting interface. Specifically, they have expanded the options available for exporting reports.

The new options added are "Excel (XLSX)" and "Google Spreadsheets." With the Excel format, the data is split into multiple worksheets, with links to each worksheet on the "Summary" sheet. The Google Spreadsheet option is useful for putting data directly into Google Docs, instead of having to download to your desktop then uploading. It's also useful for those who don't have have the ability to open files (such as on a Chromebook)

Google Analytics: Multi-Channel Funnels

2012-12-04T23:34:43Z

Most marketers in today's world utilize more than one advertising medium. They might use display ads to drive initial awareness, paid search to drive initial purchases, and email to drive repeat visits. Most web analytics tools, including Google Analytics, will attriute a conversion to the last traffic source. However, we also want to see what other traffic sources lead to that conversion, to gauge the true effectiveness of all advertising mediums. This is where Multi-Channel Funnels comes in handy.

Multi-Channel Funnel reporting allows you to see things such as:

- Direct and indirect conversions from all traffic mediums

- Traffic source paths to conversions

- Number of interactions to conversion

With this powerful information, marketers can make informed results-driven decisions regarding how much and where to invest marketing dollars

Improved Attribution Modeling with Google Analytics

2012-10-29T21:32:13Z

When Google Analytics added multi-channel funnel reports, it gave marketers insight into the true conversion paths of their customers, not just the last click. Today, the Google Analytics team announced that they will be making a multi-channel attribution tool available in Google Analytics. This will allow advertisers to see a more accurate picture of the return on their advertising spend. Some of the features announced include:

1. Applying different attribution models

GA will let you see the value of each advertising medium based on different weights that can be assigned to each interaction. For example, simple attribution models will distribute even weighting to each interaction in the conversion path.

2. Importing cost data

By making it possible to import advertising cost data into Google Analytics, users will be able to calculate ROI within the Google Analytics interface, making it easier to analyze the return on your advertising spend and its impact on your bottom line. AdWords data will be automatically imported, and there will be an option to import cost data from other data sources.

Some additional features were also announced, which focus on easier reporting and management of marketing channels:

1. Streamlining of Traffic Source reporting

Instead of separate Traffic Source and Advertising source reports, they will streamline them into one "Acquisition Source" report, with the ability to create custom groupings of traffic channels (for example, a grouping for all branded search terms).

2. Campaign Management

This feature will allow companies to manage and tag advertising campaigns within the Google Analytics interface, and will also generate a shortened URL for each campaign.

Universal Analytics and the Death of the Google Analytics Cookie

2012-10-29T17:28:59Z

The Google Analytics team just made a big announcement at the Certified Partner summit - a major overhaul of the Google Analytics platform that they are currently developing and testing. It encompasses four major areas:

1. A new measurement protocol

Instead of the traditional Google Analytics tracking code, data will be sent to Google Analytics through an API, which will reduce the GA cookie size, but more importantly, allow users to send data to Google Analytics from a variety of platforms across the web, not just websites and mobile apps but even POS systems, kiosks, game systems, anything that's connected to the Internet.

2. User ID control

To track users across multiple devices, the new measurement protocol will allow GA users to append their own unique ID to current GA data. For example, let's say someone logs in to a website from their tablet - if you pass that information to GA, then the next time that person logs into a website from their laptop, those two visits are tied into 1 visitor. Therefore, if someone clicks on a paid search ad from their smartphone, logs in, then later logs in from their desktop PC and makes a purchase, that purchase will be tied back to paid search.

3. "Hits" from offline systems

The new tracking protocol will allow marketers to send "hits" from their offline CRM systems. Therefore, if a potential customer submits a lead from your website but eventually makes a purchase offline, those two can be tied together. For example, let's say a prospect submits a brochure request from your website after clicking on an email campaign, then 30 days later, that person visits your store and makes a purchase. When that person's status is updated in the CRM system to reflect the purchase, the CRM system can send an Event Tracking call to GA, and you can see that someone from an email campaign made a purchase offline.

4. Data import and joining

By linking unique ID information (as outlined above) with existing data in CMS or CRM systems, one can create "custom dimensions" that can be used to segment the data in GA. This can be done through a CSV upload of data from your existing CMS or CRM systems. For example, if you tie unique ID's to gender, you can see if there is a difference in how women and men use your website, or if people with families have different purchase behavior from those without families.

All these features are currently in limited pilot testing, and some of these features will start rolling out in the first quarter of 2013.

Marketing Brief: How Much is Your Email Worth?

2012-09-24T15:59:23Z

Marketing Sherpa reports that only 1 in 4 organizations have a reliable method in place for quantifying the ROI for their email marketing. In fact, healthcare companies trailed most other business sectors in the study, with only 21% recording ROI reliably. The problem with this is that it's impossible to judge the effectiveness of your email ad campaigns without a clear ROI tracking methodology, and without being able to judge effectiveness, it's incredibly difficult to use email to drive revenue growth.

Our clients have a clear understanding of marketing performance and actionable insights which lead to quantifiable increases in revenue and profitability. Does your company know how to accurately quantify your email marketing efforts?

Marketing Brief: Never Lose Another Email List Subscriber Again

2012-09-13T19:12:51Z

Acquiring new business is a critical function of web analytics and tracking, but equally important is maintaining existing customers and growing their lifetime value. Integral to that is measuring and drawing insights from how they interact with your corporate website, and then intelligently using this information in email marketing campaigns.

This recent article from BtoBonline.com illustrates this relationship perfectly. The first point brought up? Rethink relevancy. While it's possible to determine what is relevant to your subscribers and customers simply by monitoring their email open history, it's much easier to understand what your customers consider relevant (and more importantly, irrelevant) by monitoring how they interact with your website and then using that information to build better email campaigns.

Google Analytics: Easier Access to Reports

2012-09-10T19:53:23Z

Recently, the Google Analytics team announced a new feature called Shortcuts.

http://analytics.blogspot.com/2012/08/get-to-your-data-faster-announcing.html

Most of us who use Google Analytics on a daily basis have a specific report they always look at, with the same advanced segments, sorting, filters, etc. applied each time. Until now, you had to re-create that report every time be re-applying those segments and filters. Now, with Shortcuts, you can save that "custom" report to your Home screen. All you have to do is change the date range and sample size (where applicable).

Creating a Shortcut is literally as easy as 1-2-3:

1) Click on "Shortcut" button in the report navigation

2) Enter a name for your shortcut

3) Click "OK"

Marketing Brief: What is your best lead generation tool?

2012-08-30T15:30:12Z

A recent study published on Marketing Charts showed that 23% of top B2B marketers rate their corporate website as their top lead-generation tool, while 41% cite referrals and personal connections. If you're in the former group, a strong analytics and tracking system can help you extend customer lifetime value by identifying up-selling opportunities and shortening the buying cycle. If you're in the latter group, a solid analytics package might just make you change your mind on the value of your web presence.

With the use of strong analytics tools, like Google Analytics, you can monitor customer and prospect behaviors to make sure you're getting the most out of your online marketing campaign.

The Good and The Bad of Customer Testimonials

2012-08-24T19:07:24Z

Few things put customers as at-ease with using a brand as a testimonial from another customer. Some studies peg the boost to conversion rates at as high as 200%, though most caution that a 25-50% increase is more likely. With these kinds of numbers, marketers should be leveraging every opportunity they have to add "social proof" to their conversion process, and a good number of them have. According to the Marketing Sherpa Landing Page Handbook survey of marketers, on a scale of 1-5, marketers rated customer reviews a solid 3.5 for effectiveness.

The big caveat to the testimonial subject is that as the trust level of the testimonial decreased, so did the boost to the final conversion rate. Trust, when it comes to product and service reviews, is fairly simple to quantify:

Third-Party Reviews > On-Page Reviews > Video Testimonials > Audio Testimonials > Text

It seems that consumers have figured out how easy it is to fake a testimonial not long after businesses figured out the same. So as the ease of fabrication increases, so too does a potential customers' skepticism. Since it's noticeably harder to record audio and video than type out some text, those formats get a higher level of trust, and all three "testimonial" formats dwarf in comparison to obvious user-generated reviews, both on the site in question and on third party sites like Yelp, Google Products and Places, and Amazon Reviews.

For e-commerce sites, the majority of testimonials should be user generated to ensure maximum trust and foster a positive attitude towards your brand.

Not all Reviews are Created Equally

As with any tool, customer testimonials have their benefits and their dangers. Overuse of the testimonial or review can easily lead to "customer review fatigue", wherein customers become so overwhelmed with reviews that making a purchasing decision actually becomes more difficult. Another potential risk is negative reviews: on the one hand, allowing negative reviews means letting customers post potentially damaging opinions; on the other hand, not allowing negative reviews is seen as a major breach of trust and can be even more damaging than a one or two star testimonial. Finally, if you allow public reviews and a product isn't getting any attention, the lack of reviews might actually deter potential customers by giving the appearance that the product isn't popular.

To Review or Not to Review

Despite the potential pitfalls of customer testimonials and user generated reviews, the pros tend to outweigh the cons when measured up to the overall benefits. Moving forward with generating reviews - how can companies begin collecting them?

After determining what form of testimonial will work best for you, the next step is to collect. For many businesses, this can be difficult. However, this is where a good set of transactional emails is vital since most customers won't give a review unless they're asked. Even well-established brands with hundreds of thousands of customers like Netflix and Amazon still send out requests for product reviews. Even though many brands are afraid of forcing reviews, most studies suggest that not only are customers not offended at getting asked to review products, they're generally happy to do so.

When is the best time to ask for a review or testimonial?

Most studies suggest that immediately after the product arrives is the ideal time: this is when the customer is at the highest point of engagement with your brand. A strong marketing automation program can sync up with your shipping and fulfillment to deliver a review request shortly after the purchase arrives, and drastically increase review rates (by as much as 10 percentage points, according to some studies).

The Bottom Line

Reviews, testimonials, and other user generated content can be an incredibly powerful tool for convincing potential customers to make a purchase. As with most things, though, with great power comes great responsibility, and care must be taken to provide a high quality and trustworthy review process.

Does Your Sales Funnel End In A Bigger Bottom Line?

2012-08-22T18:51:22Z

A recent study from MarketingSherpa showed that 68% of B2B companies haven't yet identified their sales funnel, and 76% of B2B marketers don't use any type of marketing automation. When studies routinely show that marketing automation consistently increases conversions and decreases cost-per-acquisition, ignoring this channel is a huge lost opportunity for B2B companies.

Having a clear understanding of performance and being able to take away actionable insights is key in making sure your online marketing efforts are leading to quantifiable increases in revenue and profitability. Otherwise, you're letting qualified leads fall through the cracks.