Marketing Analytics

Log in to your Google Analytics dashboard, and you’ll see hundreds of metrics across a variety of reports. Slice and dice that data, viewing website information depending on the visitor’s referral source, device, operating system… Feeling overwhelmed? The even more worrying news is that Google Analytics is just one source. With thousands of marketing platforms, ...

There’s never been so much data available. According to Forbes, almost all of the world’s data was created in the past few years. Now that you have all that data, do you know what to do with it? And can it be done ethically, reliably, and efficiently? Absolutely it can, but before looking at how ...

Tell me B2B marketing attribution reporting is broken without actually telling me B2B marketing attribution reporting is broken… This is one of many quote requests where the message that came across Session Media didn’t align with the attribution source concluded by either Google Analytics or HubSpot.  And it’s not just me—I’ve spoken to many marketers ...

When I started my career as a research analyst in 2006, marketing was much easier than it is today. The industry was less crowded. Search opportunities in both organic and paid advertising were huge. Direct response ads were at their heyday. Marketers could track pretty much everything. Probably, the hardest challenge was getting siloed marketing ...

Every organization is on an analytics journey. Some are quite far along, while others are just getting started. At Supermetrics, we provide solutions to help customers wrangle their marketing data and analytics, no matter what stage they’re at. From freelance marketers and small agencies to Fortune 500 companies, you’re in good company with us. In ...

As marketing evolves and new ideas replace the old and redundant ones, the one question that keeps coming back to us is: How important is email marketing today? If you’re well-versed with email marketing strategy, you might have noticed how even the smallest tweak can improve your brand reach. But email marketing can get tricky ...

You don’t necessarily need a SQL server to handle data storage when you’re loading a small volume of data to Power BI.  Why deal with the annoyance of Power BI’s built-in direct query options when you can connect your data from Google Sheets directly to Power BI?  To top it off, you’ll get refreshed data ...

If you work in marketing, chances are you’ve copy/pasted data from Facebook Ads, Google Analytics, HubSpot, etc., into a Google Slides or PowerPoint presentation on more occasions than you’d like to admit. And if you’ve been through the process, you’d probably agree that manually copying data is a huge time-suck. What’s even worse is that ...

If you work in a marketing agency, you’ve probably ran into this pesky question from a client: “But why would I pay you for marketing reporting?” The question is: should you simply refuse to work with clients who don’t understand the value of data and analytics?  Want my honest opinion? My answer is: “maybe”. But ...

As digital marketers, we’re often experiencing data overload. And that’s why having a clear process for analyzing your paid campaigns’ performance is critical.  This process will help when you’re asking questions, like: To answer these questions, pivot tables come in handy. What are pivot tables? Pivot tables allow you to group data in a meaningful ...