The excess of digital media channels today (with new ones popping up daily) poses a fresh challenge to marketers. How do you evaluate a campaign performance in a multi-channel environment? To do that, it’s essential to understand how multiple channels work together to drive conversions. Google Analytics Multi-Channel Funnel Reports provide you with insights on the entire path to conversion instead of focusing on the last touch point. Google Analytics introduced Multi-Channel Funnel (MCF) reports in August 2011. Lots of articles covered the release, but most didn’t venture beyond a description of the reports and associated metrics. The data has been available for six months now, yet only a handful of studies exist on the insights derived from these reports. We decided that ... Read more...

As senior marketing folks are turning towards analytics to make informed decisions, the importance of data and analytics is growing within organizations. Data is no longer just used during quarterly performance reviews but in day to day activities such as designing a new offer or improving visitor experience in a website. Though a top priority, turning data into action remains a challenge for every marketer. According to a recent survey by IBM, “measurement analysis & learning” moved into the lead spot as the biggest bottleneck marketers face within their organizations.

Fig Source: Unica’s Annual Survey of Marketers 2011

Here’s our list of 7 things to focus on for a good analytics driven marketing ... Read more...

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...