Digital is a channel that can and should be tracked end to end - data capture starts from an impression and goes all the way to the final sale. As a company specializing in Search and Social Media, we regularly educate our clients on the importance of granular tracking and help them improve their existing tracking methods across platforms. With integrated in-house PPC, SEO and Analytics teams, we constantly seek to maximize our client's campaign ROI through regular research, granular data capture and analytics.

This article's focus is to showcase the importance of capturing paid search (PPC) keyword data through analytics. Google Analytics (GA) has been considered for this discussion. While you might have a different ... Read more...

Over the past 4 years, the Analytics team at Position² has consulted hundreds of companies on Google Analytics. The projects include fixing tracking code issues, setting up goals, e-commerce tracking and a variety of custom implementations.

Over time, we noticed that most of our clients faced a common set of issues or had a common set of errors in set-up. To give back to the online marketing community, Position² offered a free Google Analytics implementation audit in December 2010. The audit covered:

• Code check
• Multi-domain/Sub-domain tracking
• Tracking non-conventional goals
• Custom implementations

Over 100 sites signed up for the audit and free reports were sent to the first 25 sign-ups. The exercise gave us insights on the state of Google Analytics implementation and the ... Read more...

Segmentation is a feature offered by many web analytics tools. It allows grouping of website visitors based on certain common characteristics. Some examples of segments are:

• Visitors coming from paid search campaigns
• Visitors spending more than 'x' minutes on the site
• Visitors who download a product brochure, etc.

Segmentation leads to deeper insights about our web site visitors. In the words of Avinash Kaushik it helps us in becoming Analytics Ninjas! The Position² Analytics Team segmented website traffic for one of our clients based on certain pre-defined criteria. This client offers privacy and security certification and compliance services for websites. Here is what we found:

Problem Statement

The client's website was receiving a very high number of visits but their conversion numbers were ... Read more...

All products have a demand cycle of their own. Understanding this becomes important when making marketing decisions. Sales reports may give marketing teams plenty of data on seasonality and demand trends, but they may miss out on an important KPI in the online context - the amount of interaction a visitor has with a site before converting.

The way customers interact with a site is very complex. A visitor might search for a product, click on a PPC ad, enter your site, visit your competitor's site, then come back to compare prices, postpone decision making, and come back after two weeks to complete the purchase.

At Position², we call this the Holy Grail of Web Analytics.

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