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Preventing an error in data collection is easier than dealing with its consequences. The sagacity of your business decisions depends on the quality of your data. In this article, we tell you how to check the quality of data at all stages of collection, from the statement of work to completed reports.

The importance of testing in web analytics

Unfortunately, many companies that spend substantial resources storing and processing data still make important decisions based on intuition and their own expectations instead of data.

Why does that happen? Distrust of data is exacerbated by situations where data provides an answer that’s at odds with the expectations of the decision-maker. In addition, if someone has encountered errors in data or reports in the past, they’re inclined to favor intuition. This is understandable, as a decision made on the basis of incorrect data may throw you back rather than move you forward.

Imagine you have a multi-currency project. Your analyst has set up Google Analytics in one currency, and the marketer in charge of contextual advertising has set up cost importing into Google Analytics in another currency. As a result, you have an unrealistic return on ad spend (ROAS) in your advertising campaign reports. If you don’t notice this error in time, you may either disable profitable campaigns or increase the budget on loss-making ones. …


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Advertising reports, if built correctly, can show you gold mines and weak points in your ad campaigns. In this article, you’ll learn what your reports should look like and how to create them.

Never run paid advertising campaigns without preparing reports in advance so you can see the real efficiency of your investments. Wise marketers prepare report templates before running campaigns. Other marketers first waste their budgets, then still prepare reports in the end.

In this article, you’ll discover how to build reports easily, avoid extra manual work, and automate the entire process using the five most popular analytics software.

Why advertising reports are important

Advertising tables, charts, and dashboards are necessary for marketers to report the work they’ve done. But they have another important mission — helping with management decisions. …


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Learn how to compare and analyze advertising performance across all your marketing channels in a single, centralized data warehouse, and how to easily upload your ads data to GBQ.

If you’re like many marketers, you’re probably running campaigns using a variety of digital marketing channels — including not only Google Ads but also Facebook, Instagram, Twitter, LinkedIn, and many more. With no money to waste, you aim to get the most out of each marketing investment. And to do that, you need a clear, holistic view of your customers’ journeys across all channels and devices.

In this article, we’ll examine how you can get everything together and upload all marketing data into one data storage (e. g. …


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This interview with Khrystyna Grynko, Head of Data at Better&Stronger, will give you a clear understanding of the modern state of digital analytics and reveal what to expect from the future of marketing analytics.

Today, we’ll be interviewing Khrystyna Grynko, the Head of Data at the Better&Stronger web marketing agency.

Khrystyna is the DataCamp Lyon and MeasureCamp Lyon organizer and also serves as vice president at AADF (French-speaking Digital Analysts Association) and at TAAL (Technological Association for Advanced Learning).

In addition, she’s a guest lecturer at Jean Moulin University Lyon 3 and at Emlyon Business School.


What is it exactly and why is it so important? In this article, we sort out everything you need to know about analytics in marketing

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What Is Marketing Analytics?

According to Gartner, marketing analytics is the process of collecting, analyzing, modeling, and visualizing data to optimize marketing campaigns by better understanding users’ behavior across channels. Marketing analytics is also about measuring and optimizing marketing efforts. It helps you assess the impact of marketing on the business as a whole.

Why Marketing Analytics Is Necessary

Thanks to marketing analytics, you can avoid guesswork and pay special attention to unprofitable marketing campaigns, uncover patterns and valuable insights into your marketing strategy, adjust your advertising campaigns, and get more revenue.

The importance of marketing analytics is illustrated by recent research by Gartner, Adage, and The Trade Desk.


There's been a lot of talk about cookies at the beginning of the year. As it comes to it's end, we've decided to look back and see what has changed in marketing and how the rejection of cookies has affected the industry as a whole.

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There’s been a lot of talk about cookies and the fact that their lifespan will become much shorter than we’re used to. Let’s figure out what innovations await us and how marketers can adapt to the new reality.

What’s going on?

2020 will be remembered not only by quarantine and the massive transition of the business to online. At the beginning of this year, Google announced its planned departure from working with third-party cookies. For newcomers to the industry, let’s clarify that third-party cookies are the crumbs of bread by which marketers know two things:

  1. where to find Hansel and Gretel in the dark forest of the Internet. …


In this article, we review 20 widely used data analysis tools and help you choose the most suitable one according to your needs.

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Building a good marketing strategy begins with data analysis. After all, you can’t improve anything without assessing its starting point. Luckily, you don’t have to do it manually — there are a bunch of specialized tools that can help you automate data analysis to save time.

What is data analysis?

In marketing, data analysis is the process of organizing, explaining, and interpreting data to answer questions regarding a marketing strategy, resolve issues with that strategy, and multiply its advantages. You might ask the following questions as the first part of data analysis:

  • What’s the most effective advertising channel?
  • How many unique visitors does my website have on average per day, week, and month? …


In this article, we discuss what CPL is and an advertising model based on it. Learn how to calculate the cost of an attracted lead and which businesses must do this.

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To assess the efficiency of marketing campaigns, marketers use various metrics. Some are focused exclusively on expenses, others on revenue, and others on the return on marketing investment (ROI) — the ratio of revenue to expenses.

In this article, we discuss cost per lead (CPL) — one of the most useful and interesting performance indicators — and an advertising model based on it. Let’s take a look at how to calculate the cost of an attracted lead and see which businesses should do so.

What is the definition of CPL?

The definition of CPL is a metric used to assess the efficiency of online marketing. It shows how much an advertiser pays to attract one lead on a particular advertising channel. …


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No matter if it’s a small startup or a large international company, an analytical dashboard is necessary so that you understand how successful your marketing efforts are. Let’s find out how to build an excellent dashboard.

Why do you need automated reporting in modern companies?

In a world that survives the pandemic’s consequences, the game rules have changed for advertising. For obvious reasons, people began to use online shopping and solve household problems online more often than before. All this led to an increase in online advertising. According to Gartner, CMOs spend nearly one-quarter (22%) of the marketing budget on digital advertising.

Marketing directors can no longer afford to spend the budget to pay specialists to manually collect the necessary reports. In addition, reports are needed to quickly respond to changes, and when manually building reports, the speed is rather low. …


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Google offers several products with data-driven attribution, but what are the differences between them? How can you select the best service for your business? In this article, we review and compare the most popular products that offer Data-Driven Attribution.

According to Gartner, about 74% of CMOs expect to spend more on digital advertising in 2021 than they did in 2020. But how can you assess your channels to know exactly where to invest more? Which ads make potential customers move to the next step of the funnel?

The solution is hidden in attribution — how the value of a conversion is distributed across channels that move the user through the funnel. However, some attribution models show you only part of the picture. And these gaps in data might be critical. After all, according to the rule of seven touches, the actual purchase frequently happens only at a customer’s eighth interaction with a brand. However, all steps affect one another and eventually lead to the conversion. …

About

Maryna Sharapa

PR-manager at OWOX BI

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