[{"data":1,"prerenderedAt":8077},["ShallowReactive",2],{"header-articles":3,"blog-category-marketing-analytics-posts":1470,"blog-category-marketing-analytics-team":7501},[4,327,591,907,1148],{"id":5,"title":6,"author":7,"authors":8,"body":10,"caption":7,"category":315,"date":316,"description":317,"extension":318,"img":319,"imgAlt":6,"meta":320,"minutes":321,"navigation":322,"path":323,"seo":324,"seodescription":7,"seotitle":7,"stem":325,"updated":7,"__hash__":326},"blog\u002Fblog\u002Fseo\u002Fwhy-you-should-monitor-brand-mentions-in-ai-search-results.md","Why You Should Monitor Brand Mentions in AI Search Results",null,[9],"Kerry Guard",{"type":11,"value":12,"toc":290},"minimark",[13,17,20,23,28,31,34,42,45,68,72,80,88,91,95,98,102,105,110,118,124,128,131,156,160,174,178,181,185,188,192,195,199,202,213,217,220,224,227,231,234,238,244,247,250,254],[14,15,16],"p",{},"Right now, AI search engines are talking about your software company. Whether you track it or not, platforms like ChatGPT Search, Perplexity, and Google AI Overviews answer questions every single day about your product capabilities, pricing, and market reputation. B2B software buyers use these tools to build shortlists, compare technical features, and make buying decisions before ever clicking through to a vendor's website.",[14,18,19],{},"If you rely on old brand-monitoring tools, you are running blind. Traditional monitoring platforms track static web pages, social media tags, and news mentions. They cannot show you what a buyer sees inside a conversational AI search box.",[14,21,22],{},"Unlike traditional Google search, where a website's ranking and content stay relatively consistent from day to day, AI-generated responses are dynamic. They synthesize information on the fly from across the web. Without an active monitoring strategy, inaccurate product claims, outdated pricing, or heavy competitor recommendations can quietly slip into AI responses without your knowledge, pulling qualified leads out of your pipeline before you even know they exist.",[24,25,27],"h2",{"id":26},"the-dynamic-reality-of-ai-search-results","The Dynamic Reality of AI Search Results",[14,29,30],{},"To understand why monitoring AI brand mentions requires a new approach, consider how AI search engines differ from traditional search directories.",[14,32,33],{},"In a traditional search model, Google crawls a page, indexes the text, and displays a link. If your page ranks third for a keyword, it generally stays near that spot until an algorithm update or a content change occurs.",[14,35,36,37,41],{},"AI search engines work differently. When a prospective customer prompts an AI tool—asking, for example, ",[38,39,40],"em",{},"\"What are the best enterprise cloud security platforms for healthcare compliance?\"","—the underlying Large Language Model (LLM) retrieves information from dozens of real-time sources, synthesizes the facts, and writes a unique response.",[14,43,44],{},"Because these responses are generated in real time, the way an AI engine describes your brand can shift based on:",[46,47,48,56,62],"ul",{},[49,50,51,55],"li",{},[52,53,54],"strong",{},"New Web Scrapes:"," A fresh review, a Reddit discussion thread, or an updated competitor blog post can instantly alter how the AI summarizes your company.",[49,57,58,61],{},[52,59,60],{},"Prompt Variations:"," Slight changes in how a user words a query can lead the AI to pull from entirely different data sources.",[49,63,64,67],{},[52,65,66],{},"Model Updates:"," As platforms update their underlying LLMs, the sources they trust and cite shift continuously.",[24,69,71],{"id":70},"the-risks-of-unmonitored-ai-brand-mentions","The Risks of Unmonitored AI Brand Mentions",[14,73,74,79],{},[75,76],"img",{"alt":77,"src":78},"","https:\u002F\u002Fassets.mkgmarketinginc.com\u002F378276c5-b933-4eed-8804-a96958aabcdf-why-you-should-monitor-image-1.webp","When you leave your AI presence to chance without monitoring what these engines say, you’re gambling with your brand equity, and small inaccuracies turn into major business risks.",[81,82,84,87],"h3",{"id":83},"_1-hallucinated-features-and-misattributed-limitations",[52,85,86],{},"1. Hallucina","ted Features and Misattributed Limitations",[14,89,90],{},"AI engines occasionally \"hallucinate\": presenting incorrect details with absolute authority. An AI search tool might state that your software lacks a key integration, charges hidden fees, or only supports small businesses when you actually target enterprise accounts. If a buyer reads that hallucinated summary, they may drop your company from their consideration set without ever contacting your sales team.",[81,92,94],{"id":93},"_2-competitor-hijacking","2. Competitor Hijacking",[14,96,97],{},"If your competitors actively optimize their web presence for generative search while your brand stays passive, AI engines will default to recommending your competitors. When buyers ask AI tools to compare your product against a competitor, an unmonitored response might highlight your rival's strengths while summarizing outdated or inaccurate criticisms of your platform.",[81,99,101],{"id":100},"_3-loss-of-narrative-control","3. Loss of Narrative Control",[14,103,104],{},"In B2B tech, your positioning is everything. If an AI search engine pulls its understanding of your brand from outdated PR releases, informal forum threads, or low-authority review sites, your core value proposition gets diluted. You lose control over how your product is framed during the buyer's research phase.",[14,106,107],{},[52,108,109],{},"Expert Insight from MKG Marketing:",[14,111,112,115,116],{},[38,113,114],{},"\"","Designers often say \"This website speaks more to LLMs than human beings.\" To that I say, \"Good. That's step one.\" Step one: be findable by answer engines. Humans will end up there after they search for the problem. Step two: optimize for the human experience once they arrive. Right now most teams are still trying to optimize for both at the same time, which means they optimize for neither.The order matters. Findable first. Usable second.",[38,117,114],{},[14,119,120,121,123],{},"— ",[52,122,9],{},", Founder & CEO at MKG Marketing",[24,125,127],{"id":126},"why-manual-spot-checks-arent-enough","Why Manual Spot-Checks Aren't Enough",[14,129,130],{},"Many marketing teams attempt to solve this problem by occasionally typing their company name into ChatGPT or Perplexity to see what comes up. While spot-checking is a natural first step, it fails as a long-term business strategy for three reasons:",[132,133,134,140,150],"ol",{},[49,135,136,139],{},[52,137,138],{},"Personalized and Location-Based Bias:"," AI search tools tailor responses based on user location, session history, and account settings. What you see on your desktop in an office is rarely identical to what a buyer sees in another region.",[49,141,142,145,146,149],{},[52,143,144],{},"Infinite Query Permutations:"," Buyers don't just type your brand name. They ask complex, long-tail questions like ",[38,147,148],{},"\"How long does it take to implement [Company Name] compared to [Competitor]?\""," Manual checks cannot cover the hundreds of ways prospects ask about your category.",[49,151,152,155],{},[52,153,154],{},"Lack of Historical Tracking:"," Spot-checks give you a single snapshot in time. They don't track trends, measure whether your citation share is growing, or alert you when an inaccurate claim enters the AI's data pool.",[24,157,159],{"id":158},"how-to-build-a-systematic-strategy-the-best-ways-to-monitor-brand-mentions-in-ai-search","How to Build a Systematic Strategy: The Best Ways to Monitor Brand Mentions in AI Search",[14,161,162,165,166,169,170,173],{},[75,163],{"alt":77,"src":164},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F4c47ce7e-784c-46ee-bd33-f4ff8fd72368-why-you-should-monitor-image-2.webp","Protecting your company’s digital footprint requires shifting from manual testing to a structured ",[52,167,168],{},"Search Visibility Optimization (SVO)"," framework. Establishing effective ",[52,171,172],{},"brand monitoring across ai search engines"," involves four operational steps:",[81,175,177],{"id":176},"step-1-identify-high-intent-buyer-prompts","Step 1: Identify High-Intent Buyer Prompts",[14,179,180],{},"Brainstorm the exact questions your ideal prospects ask during their evaluation phase. Move beyond simple brand searches to focus on category comparisons, feature queries, and implementation questions.",[81,182,184],{"id":183},"step-2-map-your-citation-share-across-key-ai-platforms","Step 2: Map Your \"Citation Share\" Across Key AI Platforms",[14,186,187],{},"Track how frequently AI tools cite your site compared to competitors across platforms like ChatGPT Search, Perplexity, and Google AI Overviews. Note which specific URLs the AI uses as references when it mentions your brand.",[81,189,191],{"id":190},"step-3-correct-the-source-data","Step 3: Correct the Source Data",[14,193,194],{},"When you identify inaccurate AI claims, trace where the model pulled the information. AI engines often pull from third-party review sites, developer documentation, or outdated press releases. Updating those primary sources corrects the data that the AI scrapes and cites.",[81,196,198],{"id":197},"step-4-measure-svo-metrics-alongside-traditional-seo","Step 4: Measure SVO Metrics Alongside Traditional SEO",[14,200,201],{},"Expand your reporting dashboard. Along with measuring traditional website traffic and organic keyword rankings, track your brand's citation growth, AI Overview inclusion rate, and direct-traffic conversions.",[14,203,204,205,212],{},"To see how modern search strategies connect directly to pipeline, explore our comprehensive",[206,207,211],"a",{"href":208,"rel":209},"https:\u002F\u002Fmkgmarketinginc.com\u002Fexpert-digital-marketing-services\u002Fsearch-visibility-optimization\u002F",[210],"nofollow"," Search Visibility Optimization (SVO) services",".",[24,214,216],{"id":215},"supporting-ai-visibility-with-paid-and-analytics-channels","Supporting AI Visibility with Paid and Analytics Channels",[14,218,219],{},"Brand monitoring in AI search provides the insights you need to protect your reputation, but driving consistent revenue requires integrating those insights across your entire marketing stack.",[81,221,223],{"id":222},"reinforcing-visibility-with-targeted-ads","Reinforcing Visibility with Targeted Ads",[14,225,226],{},"When you notice an AI search engine frequently recommending a competitor for a specific high-value query, you can immediately bridge the gap using targeted paid channels. Pairing your organic optimizations with focused digital advertising ensures your software maintains top-of-page visibility while you update and strengthen your organic source content.",[81,228,230],{"id":229},"measuring-real-world-lead-attribution","Measuring Real-World Lead Attribution",[14,232,233],{},"Because buyers often read an AI response and navigate directly to your site later, traditional click-tracking can misattribute those leads as \"Direct\" or \"Organic Brand\" search. Utilizing modern digital analytics allows you to cross-reference offline CRM data, self-reported attribution, and site activity to confirm how AI search visibility influences actual pipeline velocity.",[24,235,237],{"id":236},"summary-protecting-your-brands-digital-reputation","Summary: Protecting Your Brand's Digital Reputation",[14,239,240,243],{},[75,241],{"alt":77,"src":242},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fbfa7aa92-037c-4f2c-8afb-5045bf32ffbc-why-you-should-monitor-image-3.webp","Monitoring your brand in AI search results is no longer optional—it is a critical requirement to protect your reputation, maintain narrative control, and secure your lead pipeline. As conversational engines continue to replace traditional search lists, tech companies that passively ignore their AI mentions risk losing market share to competitors who actively manage their generative presence.",[14,245,246],{},"Establishing a reliable monitoring framework requires dedicated expertise, systematic tracking tools, and continuous iteration.",[14,248,249],{},"At MKG Marketing, we remove the complexity. We provide an experienced, senior-level team that builds and executes your search visibility strategy directly—with no junior handoffs or black-box reporting. We help B2B software and technology companies monitor their digital presence, correct inaccurate AI citations, and convert organic visibility into predictable revenue.",[81,251,253],{"id":252},"protect-and-scale-your-ai-search-visibility","Protect and Scale Your AI Search Visibility",[46,255,256,267,279],{},[49,257,258,261,262,266],{},[52,259,260],{},"Curious how search engines and AI models actually see your brand?"," Our senior-led team breaks down your real-time visibility across AI platforms—no black-box mysteries, just clear data.",[206,263,265],{"href":208,"rel":264},[210]," Explore our Search Visibility Optimization (SVO) Services"," or book an initial search strategy review.",[49,268,269,272,273,278],{},[52,270,271],{},"Noticing a sudden shift in your traffic or search presence?"," We’re always down to talk strategy and help you make sense of the noise. ",[206,274,277],{"href":275,"rel":276},"https:\u002F\u002Fmkgmarketinginc.com\u002Fcontact\u002F",[210],"Contact the MKG Marketing team directly"," to schedule a consultation.",[49,280,281,284,285,212],{},[52,282,283],{},"Want to peek under the hood of machine learning?"," Dive into our guide:",[206,286,289],{"href":287,"rel":288},"https:\u002F\u002Fmkgmarketinginc.com\u002Fblog\u002Fseo\u002Fai-search-visibility-ranking-factors-2026-how-machines-decide-who-to-quote\u002F",[210]," AI Search Visibility Ranking Factors 2026: How Machines Decide Who to Quote",{"title":77,"searchDepth":291,"depth":291,"links":292},2,[293,294,301,302,308,312],{"id":26,"depth":291,"text":27},{"id":70,"depth":291,"text":71,"children":295},[296,299,300],{"id":83,"depth":297,"text":298},3,"1. Hallucinated Features and Misattributed Limitations",{"id":93,"depth":297,"text":94},{"id":100,"depth":297,"text":101},{"id":126,"depth":291,"text":127},{"id":158,"depth":291,"text":159,"children":303},[304,305,306,307],{"id":176,"depth":297,"text":177},{"id":183,"depth":297,"text":184},{"id":190,"depth":297,"text":191},{"id":197,"depth":297,"text":198},{"id":215,"depth":291,"text":216,"children":309},[310,311],{"id":222,"depth":297,"text":223},{"id":229,"depth":297,"text":230},{"id":236,"depth":291,"text":237,"children":313},[314],{"id":252,"depth":297,"text":253},"seo","2026-08-19T16:01:29.475Z","Why track what ChatGPT and Google say about you? Learn why monitoring brand mentions in AI search results is vital to protect your software company's leads.","md","https:\u002F\u002Fassets.mkgmarketinginc.com\u002F3c12c34c-ad32-459d-b38c-32bc49abb722-why-you-should-monitor-hero-image.webp",{},7,true,"\u002Fblog\u002Fseo\u002Fwhy-you-should-monitor-brand-mentions-in-ai-search-results",{"title":6,"description":317},"blog\u002Fseo\u002Fwhy-you-should-monitor-brand-mentions-in-ai-search-results","5RVi7PlUuStBs0ZDnG7rVBbJjOT75Yiu-aBaCK1SW5o",{"id":328,"title":329,"author":7,"authors":330,"body":331,"caption":7,"category":315,"date":581,"description":582,"extension":318,"img":583,"imgAlt":584,"meta":585,"minutes":586,"navigation":322,"path":587,"seo":588,"seodescription":7,"seotitle":7,"stem":589,"updated":7,"__hash__":590},"blog\u002Fblog\u002Fseo\u002Fai-search-visibility-ranking-factors-2026-how-machines-decide-who-to-quote.md","AI Search Visibility Ranking Factors 2026 - How Machines Decide Who to Quote",[9],{"type":11,"value":332,"toc":566},[333,336,339,342,346,353,379,386,389,393,396,399,410,414,417,420,440,444,447,450,454,461,464,468,471,475,478,482,487,492,497,501,504,509,512,517,520,525,529,532,535,539],[14,334,335],{},"In 2026, the old playbook for getting found online just doesn't hit the same. Modern B2B buyers aren't scrolling through pages of blue links anymore. Instead, they’re going straight to tools like ChatGPT Search, Perplexity, and Google AI Overviews to compare software features, stack up vendors, and build their shortlists in seconds.",[14,337,338],{},"Here’s the thing: AI engines don’t read websites the way traditional search crawlers used to. Old-school crawlers were all about keyword density, backlink totals, and meta tags to index pages in a directory. But large language models (LLMs) and retrieval-augmented generation (RAG) systems look at the bigger picture. They care about how your information is structured, verified, and contextualized.",[14,340,341],{},"If your tech brand isn't formatted for machine readability, your website essentially becomes invisible to the very engines your buyers rely on every single day.",[24,343,345],{"id":344},"how-ai-search-engines-select-sources-in-2026","How AI Search Engines Select Sources in 2026",[14,347,348,349,352],{},"To understand how your brand gets quoted or recommended by AI, it helps to look at what happens behind the scenes. When a user enters a complex prompt, such as ",[38,350,351],{},"\"What are the top enterprise cybersecurity platforms for multi-cloud compliance?\",","  an AI search engine processes the request through four specific steps:",[132,354,355,361,367,373],{},[49,356,357,360],{},[52,358,359],{},"Deconstructing the Prompt:"," The system breaks the question down to identify the core subject, key concepts, and what the user is actually trying to accomplish.",[49,362,363,366],{},[52,364,365],{},"Retrieving Relevant Data:"," Rather than pulling up a list of web addresses based on exact keywords, the engine searches its database for content that semantically matches those underlying concepts.",[49,368,369,372],{},[52,370,371],{},"Evaluating Content Structure and Source Authority:"," The system analyzes potential sources. It checks whether the text is clearly formatted, whether the facts match other reliable references, and whether the publishing site demonstrates real-world authority on the subject.",[49,374,375,378],{},[52,376,377],{},"Synthesizing the Answer and Linking Sources:"," The engine extracts direct passages from the top-rated sources, writes a unified response, and attaches clickable links so the user can verify where the information came from.",[24,380,382,385],{"id":381},"the-core-2026-ai-search-visibility-ranking-factors",[75,383],{"alt":77,"src":384},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fee360449-da4d-4dfe-a8b0-4ac440db5ad4-ai-visibility-1.png","The Core 2026 AI Search Visibility Ranking Factors",[14,387,388],{},"Based on industry observations and current AI search visibility benchmarks for 2026, AI search algorithms look at six critical factors when deciding which sources deserve a quote:",[81,390,392],{"id":391},"_1-information-gain-and-uniqueness","1. Information Gain and Uniqueness",[14,394,395],{},"AI engines exist to synthesize what's already out there. If your article just repeats the same generic overview that ten other websites published, an LLM has zero reason to cite your brand. Information Gain measures how much new, non-redundant value a page brings to the table.",[14,397,398],{},"To score high here, your content needs:",[46,400,401,404,407],{},[49,402,403],{},"Proprietary research, benchmark surveys, and original data.",[49,405,406],{},"Direct commentary from verified subject matter experts.",[49,408,409],{},"Real-world implementation metrics and detailed technical breakdowns.",[81,411,413],{"id":412},"_2-machine-readable-content-formatting-semantic-chunking","2. Machine-Readable Content Formatting (Semantic Chunking)",[14,415,416],{},"LLMs process web pages in \"chunks\" rather than reading articles sequentially from start to finish. If your key insights are buried inside massive walls of text with generic subheadings, the retrieval model is going to miss the context entirely.",[14,418,419],{},"Winning sites use explicit, machine-readable formatting:",[46,421,422,428,434],{},[49,423,424,427],{},[52,425,426],{},"Question-and-Answer Headers:"," Use direct H2 and H3 subheadings that mirror natural-language user queries.",[49,429,430,433],{},[52,431,432],{},"Bottom-Line-First Declarations:"," State the direct answer or main takeaway in the very first sentence beneath a heading before diving into the details.",[49,435,436,439],{},[52,437,438],{},"Clean Data Tables and Lists:"," Present technical comparisons, feature breakdowns, and numerical data using structured HTML tables and bulleted lists.",[81,441,443],{"id":442},"_3-entity-consistency-and-schema-markup","3. Entity Consistency and Schema Markup",[14,445,446],{},"AI search engines build vast knowledge graphs of \"entities\" (companies, products, executives, and concepts). For an engine to confidently recommend your SaaS platform, it has to verify that your brand is a recognized, trusted entity in your category.",[14,448,449],{},"Implementing detailed JSON-LD Schema markup, including Organization, SoftwareApplication, Article, and FAQPage schemas, gives search engines clear, explicit data about what you offer. When your on-page Schema matches external mentions across review platforms, news outlets, and industry databases, the LLM’s confidence score goes way up.",[81,451,453],{"id":452},"_4-technical-answer-density","4. Technical Answer Density",[14,455,456,457,460],{},"Answer density is all about the concentration of real, factual value relative to your total word count. Unedited AI fluff—filled with generic intros like ",[38,458,459],{},"\"In today's fast-paced digital world...\"","—completely dilutes your message.",[14,462,463],{},"In 2026, AI retrieval systems favor high-density content that delivers precise technical facts, clear definitions, and actionable steps without any extra noise.",[81,465,467],{"id":466},"_5-multi-source-digital-co-citations","5. Multi-Source Digital Co-Citations",[14,469,470],{},"An LLM rarely relies on a single web page to build an answer, it cross-references multiple sources to verify facts. If your platform is mentioned with positive sentiment across third-party review sites, developer forums, PR releases, and partner docs, generative engines see your site as an authoritative industry reference.",[81,472,474],{"id":473},"_6-demonstrable-e-e-a-t-signals","6. Demonstrable E-E-A-T Signals",[14,476,477],{},"Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) are as foundational as ever. AI engines actively look for proof that a real human with hands-on experience created or reviewed the content. Explicit author bios linked to verified LinkedIn profiles, direct quotes from company leaders, and clear links to primary sources all reinforce your site's trust score.",[14,479,480],{},[52,481,109],{},[14,483,484],{},[38,485,486],{},"\"Understanding these technical AI ranking factors is essential for tech brands today. AI engines don't read content for entertainment—they crawl websites looking for structured facts they can instantly trust and quote. Structuring your site for machine readability isn't just an optimization tactic; it is the only way to protect your digital footprint and ensure your software stays on your buyers' shortlists as traditional search continues to evolve.\"",[14,488,120,489,491],{},[52,490,9],{},", Founder & CEO of MKG Marketing",[14,493,494],{},[75,495],{"alt":77,"src":496},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F76a1ca67-794d-4085-afd3-68d0afbbb963-ai-visibility-2.png",[24,498,500],{"id":499},"combining-technical-ai-formatting-with-a-full-funnel-growth-strategy","Combining Technical AI Formatting with a Full-Funnel Growth Strategy",[14,502,503],{},"Appearing in AI search answers is a critical first step, but visibility alone does not close enterprise software deals. To convert that visibility into actual sales pipeline, tech companies need to connect their organic search efforts with paid channels and accurate tracking.",[14,505,506],{},[52,507,508],{},"Combining Organic and Paid Reach",[14,510,511],{},"When an AI engine routinely quotes your brand as an industry authority, buyers build trust before they ever speak with your sales team. Companies can build on that momentum by pairing organic optimizations with targeted digital advertising. Running paid campaigns aimed at accounts searching for your software category ensures your brand stays visible in both sponsored ads and generated AI responses.",[14,513,514],{},[52,515,516],{},"Tracking Real-World Influence",[14,518,519],{},"Because AI Overviews often answer questions directly on the screen, traditional \"last-click\" measurement tools no longer tell the full story. Using modern digital analytics allows marketing teams to track direct site traffic, self-reported source data, and sales cycle speed. This gives leadership a clear view of how search visibility actually drives revenue.",[14,521,522],{},[75,523],{"alt":77,"src":524},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F221ea7d6-aa63-4d37-a9dd-78f35fdc9bf6-ai-visibility-3.png",[24,526,528],{"id":527},"future-proofing-your-brand-for-ai-search","Future-Proofing Your Brand for AI Search",[14,530,531],{},"Winning visibility in modern AI search comes down to three practical elements: clear site structure, verified real-world expertise, and a consistent presence across the web. As AI tools change how people research software, relying solely on old keyword-stuffing tactics will cause your brand to fall behind.",[14,533,534],{},"At MKG Marketing, we specialize in helping B2B software and cybersecurity organizations navigate these complex search shifts. Our flat, senior-led structure means you work directly with experienced digital strategists, never junior handoffs. We deploy our unified Search Visibility Optimization (SVO) framework to ensure your website is structured for machine readability, citable by leading AI tools, and built to drive qualified sales pipeline.",[81,536,538],{"id":537},"take-control-of-your-ai-search-visibility","Take Control of Your AI Search Visibility",[46,540,541,550,558],{},[49,542,543,544,549],{},"Ready to see how AI search engines view your website? Explore our",[206,545,548],{"href":546,"rel":547},"https:\u002F\u002Fmkgmarketinginc.com\u002Fexpert-digital-marketing-services\u002F",[210]," Search Visibility Optimization (SVO) Services"," or schedule an initial search strategy review with our senior team.",[49,551,552,553,557],{},"Have questions about your site's technical structure or recent traffic changes?",[206,554,556],{"href":275,"rel":555},[210]," Contact MKG Marketing directly"," to speak with a digital search expert.",[49,559,560,561,212],{},"Want to learn more about the shift from traditional SEO to answer engine optimization? Read our guide on",[206,562,565],{"href":563,"rel":564},"https:\u002F\u002Fmkgmarketinginc.com\u002Fblog\u002Fseo\u002Fai-search-vs-traditional-search-navigating-the-shift-to-search-visibility-optimization-svo\u002F",[210]," AI Search vs Traditional Search: Navigating the Shift to SVO",{"title":77,"searchDepth":291,"depth":291,"links":567},[568,569,577,578],{"id":344,"depth":291,"text":345},{"id":381,"depth":291,"text":385,"children":570},[571,572,573,574,575,576],{"id":391,"depth":297,"text":392},{"id":412,"depth":297,"text":413},{"id":442,"depth":297,"text":443},{"id":452,"depth":297,"text":453},{"id":466,"depth":297,"text":467},{"id":473,"depth":297,"text":474},{"id":499,"depth":291,"text":500},{"id":527,"depth":291,"text":528,"children":579},[580],{"id":537,"depth":297,"text":538},"2026-08-11T17:38:25.303Z","How do AI engines choose which websites to quote? Discover the core AI search ranking factors for 2026 and how to get your brand cited.","https:\u002F\u002Fassets.mkgmarketinginc.com\u002Ff37f521d-b3f6-49bb-8b34-f6ddf2fa1770-mkg-blog-ai-search-visibility-ranking-factors.webp","AI Search Visibility Factors 2026",{},6,"\u002Fblog\u002Fseo\u002Fai-search-visibility-ranking-factors-2026-how-machines-decide-who-to-quote",{"title":329,"description":582},"blog\u002Fseo\u002Fai-search-visibility-ranking-factors-2026-how-machines-decide-who-to-quote","uugtYiGYIyZuZEQYrtHFmRy06Rx8hcoFT6g3C0eLqW4",{"id":592,"title":593,"author":7,"authors":594,"body":595,"caption":7,"category":315,"date":898,"description":899,"extension":318,"img":900,"imgAlt":901,"meta":902,"minutes":321,"navigation":322,"path":903,"seo":904,"seodescription":7,"seotitle":7,"stem":905,"updated":7,"__hash__":906},"blog\u002Fblog\u002Fseo\u002Fai-search-vs-traditional-search-navigating-the-shift-to-search-visibility-optimization-svo.md","AI Search vs Traditional Search - Navigating the Shift to Search Visibility Optimization (SVO)",[9],{"type":11,"value":596,"toc":878},[597,600,604,607,617,621,624,635,642,646,649,656,663,666,669,672,683,686,691,694,697,702,707,714,717,784,788,791,794,805,809,812,816,819,823,826,830,833,840,843,846,849,853],[14,598,599],{},"For nearly two decades, the digital playbook for B2B software and tech companies was tried and true: pick your keywords, optimize your site, build backlinks, and win the glory of a top ten spot on a page of blue links. Today… not so much. You might notice your organic website traffic dropping even though your keyword rankings haven't changed. The reason isn't that your competitors suddenly bought more backlinks—it is because the fundamental way people look for information has evolved. Users are moving away from traditional engines and turning to conversational models, leaving marketing leaders to navigate the massive operational shift between ai search vs traditional search engines. Fixing this isn't about buying more links; it’s about changing how your website presents information to be indexed by both humans and algorithms.",[24,601,603],{"id":602},"the-core-differences-ten-blue-links-vs-synthesized-answers","The Core Differences: Ten Blue Links vs. Synthesized Answers",[14,605,606],{},"To understand why traditional search engine optimization (SEO) is no longer enough on its own, we have to look at how user behavior and technology have diverged.",[14,608,609,610,613,614,212],{},"When analyzing ai-driven search engines vs traditional search engines differences, the distinction comes down to ",[38,611,612],{},"retrieval"," versus ",[38,615,616],{},"synthesis",[81,618,620],{"id":619},"traditional-search-the-index-and-click-engine","Traditional Search: The Index and Click Engine",[14,622,623],{},"Traditional search engines operate as massive directory indices. A user types a query like \"best enterprise CRM for SaaS,\" and the engine returns pages of indexed links ranked by relevance, domain authority, and technical optimization. The user must then:",[132,625,626,629,632],{},[49,627,628],{},"Click into three to five separate websites.",[49,630,631],{},"Read through intro fluff and sales copy.",[49,633,634],{},"Manually synthesize the data to make a decision.",[14,636,637,638,641],{},"This model relies on driving traffic ",[38,639,640],{},"to"," your website. Your site is the destination where the user finds the answer.",[81,643,645],{"id":644},"ai-search-the-direct-answer-engine","AI Search: The Direct Answer Engine",[14,647,648],{},"AI tools like ChatGPT, Perplexity, Claude, and Google AI Overviews bypass the directory model entirely. They do not just fetch links; they read, cross-reference, and summarize content from across the web into a single, cohesive answer right inside the search interface.",[14,650,651,652,655],{},"When comparing traditional vs ai search results rankings, the target moves from ranking #1 on a keyword list to becoming the primary ",[38,653,654],{},"cited source"," inside an LLM's generated summary. If an AI overview answers your prospect's question completely on the search page, they won't click through to your blog—even if you rank at the top of the organic list.",[24,657,659,662],{"id":658},"why-software-companies-are-losing-traffic-the-zero-click-reality",[75,660],{"alt":77,"src":661},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fa22194a2-19e3-4d2b-a42e-4ad5c6d95b69-click.png","Why Software Companies Are Losing Traffic (The Zero-Click Reality)",[14,664,665],{},"This structural shift explains the mysterious drop in website sessions across B2B software and tech sectors. Buyers are getting their answers without ever visiting your domain.",[14,667,668],{},"When considering ai enterprise search vs traditional enterprise search, enterprise software buyers are no longer hunting through lengthy technical documentation manually. They are asking AI engines to summarize product capabilities, compare pricing structures, and aggregate user reviews into single tables.",[14,670,671],{},"If your marketing strategy relies exclusively on legacy SEO tactics, you face three major risks:",[46,673,674,677,680],{},[49,675,676],{},"Zero-Click Erosion: Higher-funnel informational traffic evaporates as AI Overviews satisfy search intent directly on the results page.",[49,678,679],{},"Loss of Brand Mindshare: If LLMs aren't trained on or citing your content, your product simply doesn't exist during the buyer's initial research phase.",[49,681,682],{},"Vanity Metric Misalignment: Your SEO agency may report stable keyword positions, but your inbound lead forms and phone calls tell a very different story.",[81,684,109],{"id":685},"expert-insight-from-mkg-marketing",[14,687,688,690],{},[38,689,114],{},"AI is making the decision on what it's going to show the user. The system decided your content was the most trustworthy, most citable answer to that exact question for that exact person. Writing something good and checking the ‘helpful content’ boxes doesn't get you there. Those are very different bars.",[14,692,693],{},"‘Helpful’ is table stakes. It's what gets you into the building, not into the room where the AI is assembling its answer.",[14,695,696],{},"What gets you cited is specificity: The right category. Website & Page Structure. Consistent messaging across your entire footprint. A point of view that the model can actually extract and reuse with confidence.",[14,698,699,700],{},"So when Google says ‘just be helpful,’ they're not wrong. They're just leaving out about 80% of what actually matters. And the companies that take that advice at face value are going to watch their visibility collapse while their content quality stays perfectly fine.",[38,701,114],{},[14,703,120,704,706],{},[52,705,9],{},", CEO & Founder of MKG Marketing",[24,708,710,713],{"id":709},"the-evolution-moving-from-seo-to-svo-aeo-and-geo",[75,711],{"alt":77,"src":712},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F4dd65826-2a82-444b-9693-b6845e4438c0-meeting.png","The Evolution: Moving from SEO to SVO, AEO, and GEO",[14,715,716],{},"To stay visible and continue generating qualified pipeline, marketing executives must expand their organic framework beyond traditional boundaries. This requires a modern, multi-layered approach:",[718,719,720,736],"table",{},[721,722,723],"thead",{},[724,725,726,730,733],"tr",{},[727,728,729],"th",{},"Framework",[727,731,732],{},"Full Name",[727,734,735],{},"Primary Objective",[737,738,739,751,762,773],"tbody",{},[724,740,741,745,748],{},[742,743,744],"td",{},"SEO",[742,746,747],{},"Search Engine Optimization",[742,749,750],{},"Ranking pages on traditional search engine results pages (SERPs) for targeted keywords.",[724,752,753,756,759],{},[742,754,755],{},"AEO",[742,757,758],{},"Answer Engine Optimization",[742,760,761],{},"Structuring data so voice assistants and snippet engines can pull direct, succinct answers.",[724,763,764,767,770],{},[742,765,766],{},"GEO",[742,768,769],{},"Generative Engine Optimization",[742,771,772],{},"Formatting brand narrative, statistics, and domain expertise so LLMs ingest and cite your brand.",[724,774,775,778,781],{},[742,776,777],{},"SVO",[742,779,780],{},"Search Visibility Optimization",[742,782,783],{},"The Unified Strategy: Maximizing total brand presence across both traditional links and AI answer engines.",[81,785,787],{"id":786},"how-search-visibility-optimization-svo-solves-the-gap","How Search Visibility Optimization (SVO) Solves the Gap",[14,789,790],{},"SVO doesn't discard traditional SEO; it unifies SEO, AEO, and GEO into a single operational framework.",[14,792,793],{},"Rather than chasing raw session counts, SVO focuses on Information Gain and Citations. To win citations in AI-generated answers, your web content must feature:",[132,795,796,799,802],{},[49,797,798],{},"Clear, Schema-Structured Data: Helping bots identify who you are, what your software does, and who you serve without guessing.",[49,800,801],{},"First-Party Expertise (E-E-A-T): Unique data points, proprietary benchmark reports, and expert commentary that LLMs cannot synthesize from generic web text.",[49,803,804],{},"Direct Answer Formatting: Clear, concise definitions at the top of technical pieces that allow answer engines to extract key takeaways cleanly.",[24,806,808],{"id":807},"practical-steps-to-adapt-your-search-strategy-today","Practical Steps to Adapt Your Search Strategy Today",[14,810,811],{},"Shifting your company's digital presence to capture both traditional and AI-driven search doesn't require scrapping your entire content library. It requires restructuring how your information is delivered.",[81,813,815],{"id":814},"_1-optimize-for-high-information-gain","1. Optimize for High Information Gain",[14,817,818],{},"Eliminate generic, top-of-funnel fluff articles that summarize widely available knowledge. AI engines already summarize that data effortlessly. Focus instead on deep, opinionated, original content: teardowns of real customer implementation challenges, original survey data, and niche technical workflows.",[81,820,822],{"id":821},"_2-standardize-entity-and-brand-citations","2. Standardize Entity and Brand Citations",[14,824,825],{},"Ensure your brand's core value proposition, product categories, and technical terminology are consistent across external review sites, Wikipedia entries, PR releases, and your own domain. LLMs establish trust by cross-referencing brand information across multiple authoritative sources.",[81,827,829],{"id":828},"_3-track-pipeline-impact-over-pure-clicks","3. Track Pipeline Impact over Pure Clicks",[14,831,832],{},"Recognize that a drop in informational blog clicks does not automatically mean a drop in revenue. If an AI search tool cites your software as the top recommendation for an enterprise query, the prospect may navigate directly to your pricing or contact page to initiate a call. Measure branded search volume, direct traffic, and pipeline velocity alongside traditional organic metrics.",[24,834,836,839],{"id":835},"summary-adapting-to-how-buyers-search-today",[75,837],{"alt":77,"src":838},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F1a47aa4c-b986-4fd6-b30d-5ff622a02239-brain.png","Summary: Adapting to How Buyers Search Today",[14,841,842],{},"The debate surrounding ai search vs traditional search engines isn't about choosing one platform over the other. Traditional search engines will continue to process billions of queries, but AI-driven answer engines are rapidly capturing high-intent B2B research behavior. If software and tech companies want to keep filling their sales pipelines with new customers, they must adapt to how people search today.",[14,844,845],{},"Succeeding in this new landscape requires a refined strategy, technical precision, and continuous testing across evolving engine algorithms.",[14,847,848],{},"At MKG Marketing, we eliminate the guesswork. We provide a senior-led team of digital experts who handle your search strategy and technical execution directly—with zero handoffs to junior staff. We help growing tech organizations build future-proof organic engines that drive clear visibility, authoritative citations, and real business revenue.",[81,850,852],{"id":851},"ready-to-modernize-your-search-strategy","Ready to Modernize Your Search Strategy?",[46,854,855,863,870],{},[49,856,857,858,862],{},"Organic search is constantly shifting. Let’s figure it out together. We help tech leaders cut through the noise and build search strategies that actually drive growth. Explore our ",[206,859,861],{"href":208,"rel":860},[210],"Search Visibility Optimization (SVO) Services"," or book your initial search strategy review.",[49,864,865,866,278],{},"Skip the generic SEO agency playbook. Our senior team works alongside you to build a tailored search strategy that gets your brand seen. Ready to fix traffic drops or scale what’s already working? ",[206,867,869],{"href":275,"rel":868},[210],"Contact MKG Marketing today",[49,871,872,873,212],{},"Ready to learn more about content quality in the age of artificial intelligence? We got you covered:",[206,874,877],{"href":875,"rel":876},"https:\u002F\u002Fmkgmarketinginc.com\u002Fblog\u002Fseo\u002Fis-ai-content-bad-for-seo-how-to-scale-traffic-without-sacrificing-rankings\u002F",[210]," Is AI Content Bad for SEO? How to Scale Traffic Without Sacrificing Rankings",{"title":77,"searchDepth":291,"depth":291,"links":879},[880,884,887,890,895],{"id":602,"depth":291,"text":603,"children":881},[882,883],{"id":619,"depth":297,"text":620},{"id":644,"depth":297,"text":645},{"id":658,"depth":291,"text":662,"children":885},[886],{"id":685,"depth":297,"text":109},{"id":709,"depth":291,"text":713,"children":888},[889],{"id":786,"depth":297,"text":787},{"id":807,"depth":291,"text":808,"children":891},[892,893,894],{"id":814,"depth":297,"text":815},{"id":821,"depth":297,"text":822},{"id":828,"depth":297,"text":829},{"id":835,"depth":291,"text":839,"children":896},[897],{"id":851,"depth":297,"text":852},"2026-08-05T15:31:00.000Z","Traditional SEO is shifting. Learn how AI search engines are disrupting the ten blue links and how to win brand mentions in LLM responses.","https:\u002F\u002Fassets.mkgmarketinginc.com\u002Ff8233c21-a553-4cdf-b08e-62ba6de46295-mkg-blog-ai-search-vs-traditional-search-hero-image.webp","Stop Chasing Clicks, Capture Direct-Answer AI",{},"\u002Fblog\u002Fseo\u002Fai-search-vs-traditional-search-navigating-the-shift-to-search-visibility-optimization-svo",{"title":593,"description":899},"blog\u002Fseo\u002Fai-search-vs-traditional-search-navigating-the-shift-to-search-visibility-optimization-svo","V9JrsiIyJkiYENE0VMv29Din97ayk4JQ9vcwSe6Flz0",{"id":908,"title":909,"author":7,"authors":7,"body":910,"caption":7,"category":315,"date":1139,"description":1140,"extension":318,"img":1141,"imgAlt":1142,"meta":1143,"minutes":297,"navigation":322,"path":1144,"seo":1145,"seodescription":7,"seotitle":7,"stem":1146,"updated":7,"__hash__":1147},"blog\u002Fblog\u002Fseo\u002Fsearch-visibility-optimization-svo-monthly-overview-july-2026.md","Search Visibility Optimization (SVO) Monthly Overview - July 2026",{"type":11,"value":911,"toc":1131},[912,918,967,973,1009,1015,1050,1056,1083,1089,1092,1097,1100,1103,1123],[24,913,915],{"id":914},"executive-summary-the-tldr",[52,916,917],{},"Executive Summary (The TL;DR)",[46,919,920,932,943,955],{},[49,921,922,925,926,931],{},[52,923,924],{},"Google Refines Helpful Content Systems:"," The",[206,927,930],{"href":928,"rel":929},"https:\u002F\u002Fadelev8.com\u002Fblog\u002Fgoogle-july-2026-helpful-content-update",[210]," July 2026 Helpful Content Update"," shifts evaluation metrics from blunt site-wide penalties to granular, section-level filtering, strictly penalizing synthetic, low-effort material while rewarding verified practitioner expertise.",[49,933,934,937,938,212],{},[52,935,936],{},"AI Overviews Expansion:"," Google integrated live news carousels and direct image generation inside AI Overviews, which now feature in approximately",[206,939,942],{"href":940,"rel":941},"https:\u002F\u002Fwww.artificialintelligence-news.com\u002Fnews\u002Fgoogle-ai-overviews-us-searches\u002F",[210]," 43% of US searches",[49,944,945,948,949,954],{},[52,946,947],{},"Search Console Controls Updates:"," Site owners can now explicitly manage and isolate content inclusion within AI Overviews and AI Mode via",[206,950,953],{"href":951,"rel":952},"https:\u002F\u002Fwww.numinix.com\u002Fblog\u002Fjuly-2026-seo-algorithm-news-update\u002F",[210]," updated Search Console controls"," without sacrificing baseline organic rankings.",[49,956,957,960,961,966],{},[52,958,959],{},"AEO and Third Party Integration:"," ChatGPT’s integration of live third-party platform data (such as",[206,962,965],{"href":963,"rel":964},"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-to-update-local-services-ads-policies-in-july-479653",[210]," Yelp reviews, ratings, and photos",") forces B2B and B2C brands to optimize their multi-platform digital footprints beyond owned properties.",[24,968,970],{"id":969},"algorithm-technical-seo-updates",[52,971,972],{},"Algorithm & Technical SEO Updates",[46,974,975,987,998],{},[49,976,977,980,981,986],{},[52,978,979],{},"The July 2026 Helpful Content Update:"," Google deployed a ",[206,982,985],{"href":983,"rel":984},"https:\u002F\u002Fseovendor.co\u002Fgoogle-algorithm-updates-july-2026\u002F",[210],"targeted update"," to its Helpful Content System, tightening synthetic content detection and increasing E-E-A-T weightings. Unlike previous iterations that carried a risk of broad site-wide demotions, this update introduces granular section-level assessments, permitting well-authored pages on otherwise mixed-quality domains to retain visibility.",[49,988,989,992,993,997],{},[52,990,991],{},"Global Spam Countermeasures:"," Running alongside minor core adjustments, ",[206,994,996],{"href":951,"rel":995},[210],"a global spam update"," rolled out to refine SpamBrain heuristics, targeting systemic manipulation patterns rather than isolated link-building tactics.",[49,999,1000,1003,1004,1008],{},[52,1001,1002],{},"Search Console Shifts:"," Platform-wide properties and explicit GEO isolation controls ",[206,1005,1007],{"href":951,"rel":1006},[210],"went live",", enabling technical leaders to partition content accessibility for generative experiences without damaging classic organic indexing.",[24,1010,1012],{"id":1011},"geoaeo-updates",[52,1013,1014],{},"GEO\u002FAEO Updates",[46,1016,1017,1027,1038],{},[49,1018,1019,1022,1023,1026],{},[52,1020,1021],{},"AI Overview Saturation & Features:"," Market intelligence indicates AI Overviews now appear in roughly",[206,1024,942],{"href":940,"rel":1025},[210],", fundamentally altering click-through dynamics. July updates added real-time news carousels and native AI-generated image creation directly into query responses, shifting user engagement loops.",[49,1028,1029,1032,1033,1037],{},[52,1030,1031],{},"Cross-Platform Citation Shifts:"," ChatGPT expanded its retrieval architecture by integrating live third-party review and vector data (including",[206,1034,1036],{"href":963,"rel":1035},[210]," Yelp reviews and ratings","), illustrating that LLM engines rely heavily on aggregated ecosystem trust signals rather than just corporate web properties.",[49,1039,1040,1043,1044,1049],{},[52,1041,1042],{},"The \"Ghost Citation\" Phenomenon:"," ",[206,1045,1048],{"href":1046,"rel":1047},"https:\u002F\u002Fsearchengineland.com\u002Fai-halftime-report-h1-2026-483912",[210],"Emerging tracking data"," highlights that AI engines frequently synthesize information from third-party aggregators and forums, leaving primary creators uncredited unless structured entities are explicitly claimed and verified.",[24,1051,1053],{"id":1052},"strategic-implications-for-leaders",[52,1054,1055],{},"Strategic Implications for Leaders",[46,1057,1058,1064],{},[49,1059,1060,1063],{},[52,1061,1062],{},"What to ignore:"," Short-term ranking fluctuations and mass content deletions. High-volume, automated articles no longer hold value under current search filters, making rapid content generation counterproductive.",[49,1065,1066,1069],{},[52,1067,1068],{},"Where to pivot:",[46,1070,1071,1077],{},[49,1072,1073,1076],{},[52,1074,1075],{},"Clean up low-value content:"," Review site pages for thin or AI-generated text. Replace surface-level summaries with original research, customer case studies, and expert data that language models cannot replicate.",[49,1078,1079,1082],{},[52,1080,1081],{},"Standardize off-page brand data:"," Align Schema markup, corporate records, and third-party profiles across major directories and review platforms. Search engines and AI systems rely heavily on external sources to verify company authority.",[24,1084,1086],{"id":1085},"looking-ahead",[52,1087,1088],{},"Looking Ahead",[14,1090,1091],{},"Google historically issues a major core algorithm update in late Q3. Growth teams should focus on deepening coverage within core subject areas rather than publishing broadly across adjacent topics.",[24,1093,1095],{"id":1094},"search-visibility-optimization-svo",[52,1096,168],{},[14,1098,1099],{},"Maintaining search traffic now requires managing three distinct channels: standard web indexing, answer engine citations (AEO), and generative search layouts (GEO).",[14,1101,1102],{},"MKG assists growth-stage technology companies with:",[46,1104,1105,1111,1117],{},[49,1106,1107,1110],{},[52,1108,1109],{},"GEO and AEO Audits:"," Evaluating brand presence and citation rates across ChatGPT, Perplexity, and Google AI Overviews.",[49,1112,1113,1116],{},[52,1114,1115],{},"Structured Data Infrastructure:"," Aligning Schema markup and technical index controls to safeguard search presence.",[49,1118,1119,1122],{},[52,1120,1121],{},"Pipeline Attribution Modeling:"," Measuring how generative search visibility impacts customer acquisition costs (CAC) and deal velocity.",[14,1124,1125,1126,1130],{},"To review your domain's generative search visibility, ",[206,1127,1129],{"href":275,"rel":1128},[210],"schedule a consultation"," with an MKG search specialist.",{"title":77,"searchDepth":291,"depth":291,"links":1132},[1133,1134,1135,1136,1137,1138],{"id":914,"depth":291,"text":917},{"id":969,"depth":291,"text":972},{"id":1011,"depth":291,"text":1014},{"id":1052,"depth":291,"text":1055},{"id":1085,"depth":291,"text":1088},{"id":1094,"depth":291,"text":168},"2026-08-04T16:16:55.368Z","Stay updated on the July 2026 search landscape: Google’s granular Helpful Content Update, AI Overviews reaching 43% of US searches, new Search Console controls for AI Mode, and ChatGPT's integration of third-party platform data.","https:\u002F\u002Fassets.mkgmarketinginc.com\u002F9bacf7c4-18eb-47f1-87fb-986cba555a73-Copy of 11766_(1920x1080) (7).png","close-up image of a blue pushpin marking a location on a detailed paper map",{},"\u002Fblog\u002Fseo\u002Fsearch-visibility-optimization-svo-monthly-overview-july-2026",{"title":909,"description":1140},"blog\u002Fseo\u002Fsearch-visibility-optimization-svo-monthly-overview-july-2026","vjZWWe3kKlLwQrZGoaeSywpxYkFiYyKtWSho-GG-CHw",{"id":1149,"title":1150,"author":7,"authors":7,"body":1151,"caption":7,"category":315,"date":1461,"description":1462,"extension":318,"img":1463,"imgAlt":1464,"meta":1465,"minutes":321,"navigation":322,"path":1466,"seo":1467,"seodescription":7,"seotitle":7,"stem":1468,"updated":7,"__hash__":1469},"blog\u002Fblog\u002Fseo\u002Fis-ai-content-bad-for-seo-how-to-scale-traffic-without-sacrificing-rankings.md","Is AI Content Bad for SEO? How to Scale Traffic Without Sacrificing Rankings",{"type":11,"value":1152,"toc":1445},[1153,1160,1166,1169,1184,1187,1190,1204,1211,1214,1218,1221,1227,1238,1244,1247,1253,1264,1266,1271,1274,1277,1282,1287,1294,1301,1304,1310,1313,1319,1322,1333,1339,1342,1349,1358,1365,1372,1377,1380,1395,1401,1407,1410,1417,1421],[14,1154,1155,1156,1159],{},"Let’s answer the question on every marketing leader’s mind right away: ",[52,1157,1158],{},"No, AI content is not inherently bad for SEO."," Google does not automatically penalize text simply because an artificial intelligence model generated it. In fact, Google’s official Search guidelines state that the search engine ranks content based on its helpfulness, relevance, and quality—not on who (or what) typed the words.",[14,1161,1162,1163],{},"However, there is a massive caveat that every modern CMO and VP of Marketing must understand: ",[52,1164,1165],{},"publishing unedited, mass-produced AI text is a fast track to losing traffic.",[14,1167,1168],{},"While AI can drastically accelerate your research and drafting phases, relying on raw algorithm outputs to power your organic search strategy will inevitably hurt your brand. The internet is quickly becoming flooded with synthesized, low-effort fluff. Search engines are aggressively updating their algorithms to identify and down-rank generic copy that fails to bring new value to the web.",[14,1170,1171,1172,1175,1176,1179,1180,1183],{},"So, ",[52,1173,1174],{},"does AI-generated content impact SEO?"," Absolutely—for better or for worse depending entirely on ",[38,1177,1178],{},"how"," you use it. To navigate this new era of search, B2B software and tech companies must learn how to safely leverage AI as an efficiency tool while keeping senior human strategy in full control. ",[75,1181],{"alt":77,"src":1182},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fe5fe90d6-da9d-42d8-8ca3-5c601eb33fc8-ai-content-bad-for-seo-1.png","What Google Actually Cites About AI-Generated Content",[14,1185,1186],{},"A widespread myth floating around boardrooms is that Google possesses a universal \"AI detector\" that immediately penalizes any site using machine learning tools. This misconception has led to two extreme behaviors: organizations either banned AI entirely out of fear, or they went all-in, firing editorial teams and pumping out hundreds of unvetted AI articles a month.",[14,1188,1189],{},"Both approaches are flawed. Google’s position on AI content is clear and consistent:",[46,1191,1192,1198],{},[49,1193,1194,1197],{},[52,1195,1196],{},"Intent matters over medium:"," If you use automation, including generative AI, primarily to manipulate search rankings, it is considered a violation of Google's spam policies.",[49,1199,1200,1203],{},[52,1201,1202],{},"Quality is the ultimate benchmark:"," If your content offers original information, insightful analysis, and clear utility to the searcher, Google will reward it—regardless of whether AI helped draft the paragraphs.",[14,1205,1206,1207,1210],{},"This distinction rests on Google’s ",[52,1208,1209],{},"E-E-A-T framework",": Experience, Expertise, Authoritativeness, and Trustworthiness.",[14,1212,1213],{},"Generative AI models are trained on existing web data; by design, they scrape, synthesize, and regurgitate information that has already been published. They cannot draw from personal background, run proprietary benchmark studies, or conduct interviews with industry veterans. Therefore, raw AI content inherently lacks the \"First-Hand Experience\" and deep \"Expertise\" required to satisfy modern search criteria.",[24,1215,1217],{"id":1216},"why-copy-pasting-ai-copy-destroys-your-organic-traffic","Why Copy-Pasting AI Copy Destroys Your Organic Traffic",[14,1219,1220],{},"If Google doesn't penalize AI text on principle, why are so many tech sites seeing their organic impressions plummet after launching automated content initiatives? The answer lies in the subtle traps of machine-generated prose.",[81,1222,1224],{"id":1223},"_1-the-information-gain-problem",[52,1225,1226],{},"1. The Information Gain Problem",[14,1228,1229,1230,1233,1234,1237],{},"Search engine algorithms are increasingly prioritizing ",[52,1231,1232],{},"Information Gain","—a metric that measures whether a piece of content adds ",[38,1235,1236],{},"new"," facts, perspectives, or data points to a topic compared to existing index results. When an AI tool drafts an article, it simply summarizes what the top ten results on Google are already saying. It offers zero information gain. If your page is merely an average of what is already online, Google has no incentive to rank you above established competitors.",[81,1239,1241],{"id":1240},"_2-hallucinations-and-brand-risk",[52,1242,1243],{},"2. Hallucinations and Brand Risk",[14,1245,1246],{},"Large Language Models (LLMs) are predictive engines, not factual databases. They routinely invent statistics, misquote technical documentation, and present incorrect product capabilities with total confidence. Publishing hallucinated facts erodes consumer trust and signals to search crawlers that your site lacks basic editorial integrity.",[81,1248,1250],{"id":1249},"_3-the-homogenization-of-brand-voice",[52,1251,1252],{},"3. The Homogenization of Brand Voice",[14,1254,1255,1256,1259,1260,1263],{},"B2B tech buyers are sophisticated. They can spot low-effort, synthetic writing instantly. Text bloated with hollow transitions (",[38,1257,1258],{},"\"In today's fast-paced digital landscape...\""," or ",[38,1261,1262],{},"\"It is crucial to leverage...\"",") signals to prospects that your company lacks real point-of-view authority. If your content sounds identical to every competitor using the same prompts, you lose your market positioning.",[24,1265,109],{"id":685},[14,1267,1268,1270],{},[38,1269,114],{},"The AI has no reason to pick yours over theirs. It's looking for something it can confidently reuse, and if your version doesn't add anything new, you're background noise.",[14,1272,1273],{},"So instead of writing more, I'm going page by page through what already exists and asking one question: does this page say something that no other page on the internet says?",[14,1275,1276],{},"Original data. A real client pattern you documented. A first-person account of what actually happened when you tried the thing everyone recommends. ",[14,1278,1279,1280],{},"That's what AI pulls in. The generic stuff is what AI already has forty versions of. It doesn't need yours.",[38,1281,114],{},[14,1283,120,1284,1286],{},[52,1285,9],{},", CEO of MKG Marketing",[24,1288,1290,1293],{"id":1289},"how-to-safely-use-ai-as-a-marketing-assistant-not-a-lead-strategist",[75,1291],{"alt":77,"src":1292},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fc8d0926d-82b9-42f9-85f4-3c433da82d78-ai-content-bad-for-seo-2.png","How to Safely Use AI as a Marketing Assistant (Not a Lead Strategist)",[14,1295,1296,1297,1300],{},"To succeed in search today, modern tech companies don't need to abandon AI; they need to integrate it into a ",[52,1298,1299],{},"human-led editorial workflow",". AI should act as the junior analyst that handles heavy administrative lifting, while senior strategists serve as the editorial director.",[14,1302,1303],{},"Here is how high-growth organizations use AI tools safely without putting their search performance at risk:",[81,1305,1307],{"id":1306},"_1-accelerate-research-and-formatting",[52,1308,1309],{},"1. Accelerate Research and Formatting",[14,1311,1312],{},"Use AI to synthesize lengthy transcripts, cluster search intent, organize raw data, and draft initial structural outlines. Asking an AI tool to suggest five logical structural flows for a technical guide saves hours of brainstorming without diluting your editorial voice.",[81,1314,1316],{"id":1315},"_2-inject-proprietary-data-and-human-storytelling",[52,1317,1318],{},"2. Inject Proprietary Data and Human Storytelling",[14,1320,1321],{},"Once a rough outline or foundational draft exists, a subject matter expert (SME) must step in. Inject real-world elements that an algorithm can never produce:",[46,1323,1324,1327,1330],{},[49,1325,1326],{},"Customer case studies and real implementation metrics.",[49,1328,1329],{},"Direct quotes from internal product architects or sales engineers.",[49,1331,1332],{},"Unique takeaways or counter-intuitive opinions that challenge status-quo industry advice.",[81,1334,1336],{"id":1335},"_3-rigorous-fact-checking-and-editorial-oversight",[52,1337,1338],{},"3. Rigorous Fact-Checking and Editorial Oversight",[14,1340,1341],{},"Every claim, statistic, and technical instruction generated during the drafting phase must be verified by a human editor. Ensure the tone matches your brand guidelines and eliminate boilerplate AI phrasing.",[14,1343,1344,1345,1348],{},"Want to see how your current search strategy measures up against the latest engine updates? Explore our comprehensive",[206,1346,211],{"href":208,"rel":1347},[210]," or book an initial search strategy review with our senior team today.",[24,1350,1352,1355],{"id":1351},"beyond-traditional-seo-preparing-for-search-visibility-optimization-svo",[75,1353],{"alt":77,"src":1354},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F2cd275b2-b56c-4864-b728-e18e54f45370-ai-content-bad-for-seo-3.png",[52,1356,1357],{},"Beyond Traditional SEO: Preparing for Search Visibility Optimization (SVO)",[14,1359,1360,1361,1364],{},"The debate over whether AI-generated content ",[52,1362,1363],{},"is good for seo"," is part of a much larger shift in how users find information. Search is no longer confined to a list of ten blue links on a traditional search results page.",[14,1366,1367,1368,1371],{},"With the rapid adoption of AI Overviews, ChatGPT, Claude, and Perplexity, users are increasingly getting direct answers synthesized and generated right inside search interfaces. This shift means that optimizing purely for keyword clicks is no longer enough. You must optimize for ",[52,1369,1370],{},"total brand visibility"," across AI search models and traditional engines alike.",[14,1373,1374,1375,212],{},"This evolution is what we call ",[52,1376,168],{},[14,1378,1379],{},"To win in an SVO-driven ecosystem, your content must be authoritative enough that AI models choose to cite your brand as the primary source of truth. Generic, auto-generated articles will never be cited by AI search tools because those articles lack original authority. The only way to capture mindshare in both AI answers and traditional search lists is by publishing high-gain, expert-driven content that clearly demonstrates E-E-A-T.",[14,1381,1382,1383,1388,1389,1394],{},"If your organic reach is stalling due to changing algorithms, taking a holistic view of your digital presence is essential. Aligning your organic content strategy with high-intent paid acquisition via",[206,1384,1387],{"href":1385,"rel":1386},"https:\u002F\u002Fwww.google.com\u002Fsearch?q=https:\u002F\u002Fmkgmarketinginc.com\u002Fservices\u002Fdigital-advertising\u002F",[210]," Digital Advertising"," and measuring true user journeys through robust",[206,1390,1393],{"href":1391,"rel":1392},"https:\u002F\u002Fwww.google.com\u002Fsearch?q=https:\u002F\u002Fmkgmarketinginc.com\u002Fservices\u002Fanalytics\u002F",[210]," Digital Analytics"," ensures your marketing engine generates pipeline—not just empty clicks.",[24,1396,1398],{"id":1397},"summary-adapting-your-search-engine-strategy-for-long-term-growth",[52,1399,1400],{},"Summary: Adapting Your Search Engine Strategy for Long-Term Growth",[14,1402,1403,1404,1406],{},"To recap: ",[52,1405,1174],{}," Yes. If you treat AI as a magic shortcut to generate hundreds of unvetted blog posts, your search visibility will eventually collapse; quickly building a house out of AI sticks won’t protect you when the Big Bad Search Engine Wolf comes calling. But if you treat AI as an efficiency engine that supports a human-led, expert-driven content pipeline, you can scale output without sacrificing rankings.",[14,1408,1409],{},"As search engines adapt to the flood of synthetic content, companies must adapt how they communicate with their buyers. The brands that win over the next decade won't be those that avoid AI, nor will they be those that hand their entire marketing strategy over to algorithms. The winners will be the organizations that pair cutting-edge tools with an authentic, human-driven brand voice.",[14,1411,1412,1413,1416],{},"At ",[52,1414,1415],{},"MKG Marketing",", we don't pass your search strategy off to junior account managers or unmonitored software bots. We provide an experienced, senior-led team that handles both the high-level strategy and technical execution directly. We help B2B tech and software companies navigate complex search updates, build a sustainable organic pipeline, and maintain complete operational control over their brand narrative.",[24,1418,1420],{"id":1419},"ready-to-build-a-future-proof-search-strategy","Ready to Build a Future-Proof Search Strategy?",[46,1422,1423,1430,1437],{},[49,1424,1425,1426,212],{},"Learn how our senior-led team can audit and elevate your organic reach.",[206,1427,1429],{"href":208,"rel":1428},[210]," Explore our Search Visibility Optimization (SVO) Services & Strategy Reviews",[49,1431,1432,1433,278],{},"Have immediate questions about your traffic or upcoming search updates?",[206,1434,1436],{"href":275,"rel":1435},[210]," Contact the MKG Marketing Team directly",[49,1438,1439,1440,212],{},"Want to dive deeper into modern search trends? Read our latest guide:",[206,1441,1444],{"href":1442,"rel":1443},"https:\u002F\u002Fmkgmarketinginc.com\u002Fblog\u002F",[210]," Beyond Last-Click: How to Measure Marketing Influence in an AI-First World",{"title":77,"searchDepth":291,"depth":291,"links":1446},[1447,1452,1453,1458,1459,1460],{"id":1216,"depth":291,"text":1217,"children":1448},[1449,1450,1451],{"id":1223,"depth":297,"text":1226},{"id":1240,"depth":297,"text":1243},{"id":1249,"depth":297,"text":1252},{"id":685,"depth":291,"text":109},{"id":1289,"depth":291,"text":1293,"children":1454},[1455,1456,1457],{"id":1306,"depth":297,"text":1309},{"id":1315,"depth":297,"text":1318},{"id":1335,"depth":297,"text":1338},{"id":1351,"depth":291,"text":1357},{"id":1397,"depth":291,"text":1400},{"id":1419,"depth":291,"text":1420},"2026-07-31T16:42:23.391Z","Does AI-generated content impact SEO? Discover how to safely use AI tools to build traffic and why copy-pasting generic text will hurt your rankings.","https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fa2137492-5860-4960-8c3b-cc662b7514b0-mkg-blog-is-ai-content-bad-for-seo.webp","Is AI Content Bad for SEO",{},"\u002Fblog\u002Fseo\u002Fis-ai-content-bad-for-seo-how-to-scale-traffic-without-sacrificing-rankings",{"title":1150,"description":1462},"blog\u002Fseo\u002Fis-ai-content-bad-for-seo-how-to-scale-traffic-without-sacrificing-rankings","ysFwsXe-UHutD2vqfe9YpM1Dn_CZgi--Ors35vnm0Bc",[1471,1537,1796,1918,2136,2627,2838,2979,3145,3255,3322,3512,3604,3738,4021,4359,4618,4801,5081,5315,5464,5692,5834,6012,6146,6318,6478,6871,7021,7128,7227,7346,7412],{"id":1472,"title":1473,"author":7,"authors":1474,"body":1476,"caption":7,"category":1526,"date":1527,"description":1528,"extension":318,"img":1529,"imgAlt":1530,"meta":1531,"minutes":586,"navigation":322,"path":1532,"seo":1533,"seodescription":7,"seotitle":7,"stem":1534,"updated":7,"__hash__":1535,"people":1536},"blog\u002Fblog\u002Fmarketing-analytics\u002F5-marketing-analytics-trends-for-2023.md","5 Marketing Analytics Trends for 2023",[1475],"Larry G",{"type":11,"value":1477,"toc":1519},[1478,1481,1485,1488,1491,1495,1498,1502,1505,1509,1512,1516],[14,1479,1480],{},"What developments in the area of digital marketing analytics should businesses be aware of, and what technologies are on the horizon?",[24,1482,1484],{"id":1483},"_1-geodata-real-time-data","1. Geodata & Real-Time Data",[14,1486,1487],{},"The potential of this technology is limited by consumer and brand disagreements over how customer location data is handled. Advertising agencies and businesses are aggressively experimenting with location data, but they are typically disappointed with the results. Data suppliers exaggerate their true worth, and investments are not lucrative. Today, geo-targeting customers who have already visited brand outlets is the most successful approach to leveraging location data. This helps you to boost customer loyalty and the number of repeat transactions.",[14,1489,1490],{},"Another approach is to leverage geodata on rivals' consumers. The brand identifies who buys from rivals and promotes its service to this demographic. The corporation may also learn about consumers' behaviors, such as if they visit a competitor's shop in the evening. Then it's important to display your advertising during lunch so you may \"intercept\" the user. Companies will increasingly rely on real-time data to adapt promptly to shifting market conditions. Real-time analytics may be used to monitor campaign performance, follow consumer activity, and evaluate website traffic in real time. Companies will be able to make fast changes to their marketing plans and methods in order to optimize outcomes. Real-time data may also be used to spot abnormalities, such as a sudden decline in website traffic, assisting businesses in identifying and addressing possible issues before they become a problem.",[24,1492,1494],{"id":1493},"_2-multi-touch-attribution-predictive-analytics","2. Multi Touch Attribution & Predictive Analytics",[14,1496,1497],{},"Multi touch attribution identifies which advertising channels and campaigns were used to acquire customers and had the most influence on the purchase decision. In most cases, a client's journey from brand awareness to purchase comprises numerous phases. For example, suppose a person views an ad on Google and visits the site, but then becomes sidetracked and forgets about the goods. Then he checks Instagram to see how his favorite blogger promotes the goods. After a time, he gets an email with a promotional coupon and purchases the product he is interested in. If you do not monitor the complete chain of user engagement with the brand, you may incorrectly believe that the mailing list is the sole successful channel - it brought the buyer. Indeed, both Google Advertisements and the blogger's ads assisted in \"warming up\" the customer and leading him to buy the goods. They employ multi-channel analytics and attribution models to monitor all user interactions with traffic channels, from brand awareness to purchase. Predictive analytics will become increasingly common, helping businesses to forecast future trends and make better decisions. Predictive analytics forecasts future events like customer churn, lifetime value, and purchase likelihood using statistical algorithms and models. Companies may make data-driven decisions to optimize marketing efforts, target the proper customers, and estimate future results by employing predictive analytics. Predictive analytics may also be used to detect patterns and trends in consumer behavior, such as which goods they are likely to buy next, and to generate tailored suggestions.",[24,1499,1501],{"id":1500},"_3-customer-experience-measurement","3. Customer Experience Measurement",[14,1503,1504],{},"The user's path from necessity to purchase is referred to as the customer journey. This technology is at the pinnacle of overblown expectations in 2023. Customer journey analysis may assist you in figuring out what phases a user goes through on their path to making a purchase. This enables you to control communication channels and find flaws. To depict the customer journey, the Customer Journey Map (CJM) is most typically employed. It is gathered by the use of surveys, in-depth interviews, and research into the behavior of the target population. They link services for monitoring user behaviors on the site, in particular. For example, a corporation may see a decrease in internet sales. Using \"Webvisor\" and other technologies, for example, you may observe what stage of contact with site visitors has problems. There are several reasons why a user does not reach the cart: the description language does not address the \"pains\" of the target audience, consumers do not understand how to finish the transaction, and so on. Companies will place a greater emphasis on understanding and improving the customer experience, employing analytics to acquire insights into customer behavior and preferences. This will entail gathering and evaluating data on client interactions across various channels such as social media, email, and chat. Companies will also use feedback data, surveys, and other types of consumer input to obtain a better knowledge of their customers' demands, pain spots, and levels of satisfaction. Furthermore, businesses will employ analytics to track customer journeys and touchpoints, allowing them to discover parts of the customer experience that may be improved.",[24,1506,1508],{"id":1507},"_4-mobile-marketing-analytics","4. Mobile Marketing Analytics",[14,1510,1511],{},"Mobile marketing analytics tracks how people interact with apps and mobile versions of websites. The information gathered may be used to enhance the efficiency of website versions for smartphones and tablets, as well as the functioning of apps and advertising on smartphones. Companies will increasingly employ mobile analytics to better understand and target customers on mobile platforms as mobile devices become more widespread. On mobile apps and websites, mobile analytics will be used to measure customer behavior, engagement, and conversion rates. Companies will be able to optimize their mobile marketing strategies and improve the mobile user experience as a result of this. Mobile analytics will also be utilized to better understand mobile consumer behavior and preferences, as well as to provide tailored content and offers to mobile customers. Mobile analytics may also be used to monitor the success of mobile advertisements and determine which ads are generating the most conversions and money. Special software, such as Google Firebase, is utilized for mobile marketing analytics.",[24,1513,1515],{"id":1514},"_5-social-media-analytics-increased-use-of-artificial-intelligence-and-machine-learning","5. Social Media Analytics & Increased Use of Artificial Intelligence and Machine Learning",[14,1517,1518],{},"Social analytics provides insight into how consumers view a brand: what is being said about it on social media, what items are most appealing, and how the intended impression of the brand varies from the actual perception. Tracking and evaluating this data helps in the development of a successful marketing plan. These quantitative social network metrics - reach, impressions, and engagement - may be tracked in the social networks themselves - in Facebook, Instagram Insights, Twitter Analytics, or Google Analytics. Social media monitoring services track brand references. Audience surveys may be used to assess qualitative characteristics such as customer satisfaction, response time, and feedback quality. AI and ML technologies are becoming more advanced and accessible, allowing businesses of all sizes to use them for marketing analytics. This will allow businesses to automate repetitive operations like data cleansing and processing, as well as identify hidden insights and patterns in data that human analysts may overlook. Companies will be able to discover patterns, trends, and client groups with the aid of AI and ML, allowing them to tailor their marketing efforts and boost their ROI. Furthermore, AI and ML may be utilized for activities such as natural language processing, picture and voice recognition, and sentiment analysis, which can provide businesses with a more in-depth understanding of client interactions and preferences.",{"title":77,"searchDepth":291,"depth":291,"links":1520},[1521,1522,1523,1524,1525],{"id":1483,"depth":291,"text":1484},{"id":1493,"depth":291,"text":1494},{"id":1500,"depth":291,"text":1501},{"id":1507,"depth":291,"text":1508},{"id":1514,"depth":291,"text":1515},"marketing-analytics","2023-01-23T04:58:34.000+00:00","What are the top trends for marketing analytics in 2023? Our MKG expert breaks down the pervasive trends that will influence your analytics and impact your business.","\u002Fimages\u002Fga4-five-features.webp","An abstract illustration showing some analytics imagery and icons.",{},"\u002Fblog\u002Fmarketing-analytics\u002F5-marketing-analytics-trends-for-2023",{"title":1473,"description":1528},"blog\u002Fmarketing-analytics\u002F5-marketing-analytics-trends-for-2023","cF8qculjFtODVjQ_4_-8m_tsFMoL9yPpsVIBEl7wB00",[],{"id":1538,"title":1539,"author":7,"authors":1540,"body":1541,"caption":7,"category":1526,"date":1787,"description":1788,"extension":318,"img":77,"imgAlt":77,"meta":1789,"minutes":1790,"navigation":322,"path":1791,"seo":1792,"seodescription":7,"seotitle":7,"stem":1793,"updated":7,"__hash__":1794,"people":1795},"blog\u002Fblog\u002Fmarketing-analytics\u002Fgeneral-data-protection-regulation-and-google-analytics-4.md","General Data Protection Regulation and Google Analytics 4 | Blog | MKG Marketing",[1475],{"type":11,"value":1542,"toc":1777},[1543,1547,1552,1557,1561,1568,1572,1611,1615,1635,1639,1646,1652,1655,1661,1666,1671,1677,1680,1685,1690,1695,1702,1705,1709,1714,1721,1724,1729,1734,1738,1747,1751,1754,1765,1769],[81,1544,1546],{"id":1545},"disclaimer","Disclaimer",[14,1548,1549],{},[38,1550,1551],{},"General Data Protection Regulation (GDPR EU) is a complex and comprehensive component of EU privacy law and of human rights law. This document is a summary of as official as possible sources for the guidance of companies looking at Google Analytics 4 and how it complies with GDPR.",[14,1553,1554],{},[38,1555,1556],{},"This point of view is updated to the best of our knowledge, but should not be treated as legally binding or official.",[81,1558,1560],{"id":1559},"is-google-analytics-4-gdpr-compliant","Is Google Analytics 4 GDPR Compliant?",[14,1562,1563,1564,1567],{},"No. Google Analytics 4 is ",[52,1565,1566],{},"not"," fully compliant with GDPR. There are more safeguards in place and ways to control data\u002Fanonymize data in GA4 than any other version of Google Analytics, but Google has never declared GA4 GDPR compliant.",[81,1569,1571],{"id":1570},"what-is-googles-official-stance","What is Google’s Official Stance?",[14,1573,1574,1575,1580,1585,1590,1595,1600,1605,1610],{},"As of October 2022, no official statement has been made. Links to several articles hosted and written by Google can be accessed below. This helps give insight into the wording and phrasing from Google on their progress on safeguarding data and giving their users tools to help comply with GDPR and other regulations like it.\n",[206,1576,1579],{"href":1577,"rel":1578},"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F9028179?hl=en",[210],"Helping advertisers comply with the GDPR & AADC",[206,1581,1584],{"href":1582,"rel":1583},"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9019185#zippy=%2Cin-this-article",[210],"Privacy controls in Google Analytics",[206,1586,1589],{"href":1587,"rel":1588},"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F6004245#zippy=%2Cgoogle-analytics-under-the-general-data-protection-regulation-gdpr",[210],"Safeguarding your data",[206,1591,1594],{"href":1592,"rel":1593},"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F3379636?hl=en",[210],"Data Processing Terms",[206,1596,1599],{"href":1597,"rel":1598},"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F7667196?hl=en&ref_topic=2919631",[210],"Data retention",[206,1601,1604],{"href":1602,"rel":1603},"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F12002752?hl=en&utm_id=ad",[210],"[GA4] Collect granular location and device data",[206,1606,1609],{"href":1607,"rel":1608},"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F2763052?hl=en&ref_topic=2919631",[210],"IP Anonymization (or IP masking) in Universal Analytics"," (Defined: In Google Analytics 4, IP anonymization is not necessary since IP addresses are not logged or stored)",[81,1612,1614],{"id":1613},"what-web-analytics-platforms-are-compliant-with-gdpr","What Web Analytics Platforms are Compliant with GDPR?",[14,1616,1617,1618,1621,1625,1630],{},"Because of this lack of clear transparency, companies have created Web analytics tools that declare compliance with GDPR. A list of those tools and platforms are below.\n",[206,1619,1620],{"href":77},"Matomo",[206,1622],{"href":1623,"rel":1624},"https:\u002F\u002Fmatomo.org\u002F",[210],[206,1626,1629],{"href":1627,"rel":1628},"https:\u002F\u002Fwww.hotjar.com\u002F",[210],"Hotjar",[206,1631,1634],{"href":1632,"rel":1633},"https:\u002F\u002Fcytrio.com\u002F",[210],"CYTRIO",[81,1636,1638],{"id":1637},"what-settings-can-be-updated-in-google-analytics-4-to-more-closely-comply-with-gdpr-guidelines","What Settings Can Be Updated in Google Analytics 4 to More Closely Comply with GDPR Guidelines?",[14,1640,1641,1642,1645],{},"The article ",[206,1643,1584],{"href":1582,"rel":1644},[210]," has a more comprehensive list that covers both Web and apps, but the most important for the Web:",[14,1647,1648],{},[206,1649,1651],{"href":1597,"rel":1650},[210],"Data Retention   ",[14,1653,1654],{},"For Google Analytics 4 properties (non-Analytics 360 version), retention of user-level data, including conversions, can be set to a maximum of 14 months. For all other event data, you can choose the length of retention of either 2 months or 14 months",[14,1656,1657,1660],{},[38,1658,1659],{},"Where is this setting found?"," Admin → Data Settings → Data Retention",[14,1662,1663],{},[52,1664,1665],{},"Recommendation: Set to 2 months",[14,1667,1668],{},[52,1669,1670],{},"This will have a significant impact on historical reporting. For example, in the ‘Explore’ section of Google Analytics 4, custom reports will only be able to go back 2 months. This will severely hamper the ability to make data-informed decisions as they come up over time.",[14,1672,1673],{},[206,1674,1676],{"href":1602,"rel":1675},[210],"Collect Granular Location and Device Data",[14,1678,1679],{},"You have the option to enable\u002Fdisable the collection of granular location and device data on a per-region basis.",[14,1681,1682,1684],{},[38,1683,1659],{}," Admin → Data Settings → Data Collection",[14,1686,1687],{},[52,1688,1689],{},"Recommendation: Disable for specific countries that GDPR protects.",[14,1691,1692],{},[52,1693,1694],{},"This does affect overall reporting, and will cause numbers to appear lower than their actuality. Data is still aggregated, but reporting that uses location and device data will not include data from specified locations.",[14,1696,1697],{},[206,1698,1701],{"href":1699,"rel":1700},"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F7532985?hl=en#zippy=%2Cin-this-article",[210],"Google signals for Google Analytics 4 properties",[14,1703,1704],{},"Google Signals enables cross-device tracking. The data is aggregated and no data for individual users is ever exposed.",[14,1706,1707,1684],{},[38,1708,1659],{},[14,1710,1711],{},[52,1712,1713],{},"Recommendation: To be 100% safe, disable, unless a comprehensive cookie management solution is in place.",[14,1715,1716],{},[206,1717,1720],{"href":1718,"rel":1719},"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9940393?hl=en&ref_topic=2919631",[210],"Data Deletion Requests",[14,1722,1723],{},"If you need to delete data from the Analytics servers for any reason, then you can use a data-deletion request to issue a request for its removal.",[14,1725,1726,1728],{},[38,1727,1659],{}," Admin → Data Deletion Requests",[14,1730,1731],{},[52,1732,1733],{},"Recommendation: To be used on an ad-hoc basis",[81,1735,1737],{"id":1736},"whats-the-status-and-outlook-surrounding-gdpr-compliance-for-google-analytics-4","What’s the Status and Outlook Surrounding GDPR Compliance for Google Analytics 4?",[14,1739,1740,1741,1746],{},"Google continues to make strides in terms of protecting data and giving analytics owners the ability to update rules relating to location of those who have their data collected, the duration of how long that data is stored, and aggregation and anonymization. There is not one toggle or one way to be fully compliant with GDPR, however.\nGoogle has announced a feature called ",[206,1742,1745],{"href":1743,"rel":1744},"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9976101?hl=en#cmp1",[210],"Consent Mode on websites and mobile apps",", which allows for full integration with Consent Management Platforms (CMP) or custom implementation for obtaining visitor consent, such as a cookie consent banner.",[81,1748,1750],{"id":1749},"best-practices","Best Practices",[14,1752,1753],{},"Regardless of using Google Analytics 4 or not, some common-sense best practices include:",[46,1755,1756,1759,1762],{},[49,1757,1758],{},"Migrate to Google Analytics 4 as soon as possible in order to make updates to settings that are recommended to better comply with data privacy and protection regulations.",[49,1760,1761],{},"Ensure your privacy policy is up to date on the settings and rules you have enabled in Google Analytics regarding the collection and use of website visitor behavior. If countries with GDPR regulation in place are not an essential part of the company’s business, consider blocking or excluding the collection of data from visitors from any particular country.",[49,1763,1764],{},"Use a cookie management tool to give website visitors the option to decline or accept cookies. If cookie-tracking is declined by a visitor, then data will seem smaller than what it actually is - but more regulation is requiring the management of this aspect of data collection over time.",[81,1766,1768],{"id":1767},"change-history","Change History",[46,1770,1771,1774],{},[49,1772,1773],{},"10\u002F24\u002F22 - Clarification added to some recommendations",[49,1775,1776],{},"10\u002F19\u002F22 - Creation of this document",{"title":77,"searchDepth":291,"depth":291,"links":1778},[1779,1780,1781,1782,1783,1784,1785,1786],{"id":1545,"depth":297,"text":1546},{"id":1559,"depth":297,"text":1560},{"id":1570,"depth":297,"text":1571},{"id":1613,"depth":297,"text":1614},{"id":1637,"depth":297,"text":1638},{"id":1736,"depth":297,"text":1737},{"id":1749,"depth":297,"text":1750},{"id":1767,"depth":297,"text":1768},"2023-01-23T03:02:41.000+00:00","Is GA4 compliant with General Data Protection Regulation? Our MKG analytics expert breaks down the changes, platform compatibilities, and best practices.  Read more here.",{},4,"\u002Fblog\u002Fmarketing-analytics\u002Fgeneral-data-protection-regulation-and-google-analytics-4",{"title":1539,"description":1788},"blog\u002Fmarketing-analytics\u002Fgeneral-data-protection-regulation-and-google-analytics-4","7H7RDNjOJXt1-X_r2lVSOgbIH_kD775d2ocIlKP1Fb4",[],{"id":1797,"title":1798,"author":7,"authors":1799,"body":1800,"caption":7,"category":1526,"date":1909,"description":1910,"extension":318,"img":1911,"imgAlt":77,"meta":1912,"minutes":1790,"navigation":322,"path":1913,"seo":1914,"seodescription":7,"seotitle":7,"stem":1915,"updated":7,"__hash__":1916,"people":1917},"blog\u002Fblog\u002Fmarketing-analytics\u002F5-google-analytics-features-for-high-quality-analytics.md","5 Google Analytics Features for High-Quality Analytics",[1475],{"type":11,"value":1801,"toc":1901},[1802,1805,1808,1811,1814,1818,1821,1824,1828,1831,1834,1837,1840,1844,1847,1850,1853,1859,1863,1866,1872,1876,1879,1885,1889,1892],[14,1803,1804],{},"In the digital world, there are two barriers: consumers who desire privacy and do not want their actions in programs tracked; and developers who want to make money (collecting cookies). On the other hand, marketers want to know all they can about their target demographic, including which channel affected the purchase decision.",[14,1806,1807],{},"Users surf the site on many devices and browsers for too long before making a purchase decision. These acts are captured by Universal Analytics as though various persons performed them. Assume you have invested in a target and that requests come from a direct call. Because the numbers are wrong, there is no clear sense of where the conversion fell from.",[14,1809,1810],{},"We are aware of this distinction and recognize the importance of paying attention to tools with new functionality. This attention to new functionalities helps determine which advertising channels are efficient and which are not, saving clients money.",[14,1812,1813],{},"Let's look at how Google Analytics 4 (GA4) can help you acquire high-quality data. Let us explain why it is important to consider employing this technology now.",[81,1815,1817],{"id":1816},"ga4-uses-internal-ids-rather-than-cookies","GA4 uses internal IDs rather than cookies.",[14,1819,1820],{},"GA4 employs a single tag that transmits information to all of Google's marketing and analytics platforms. No additional settings are required because GA4 utilizes Cookies in this situation. This allows us to obtain analytics without making extra motions.",[14,1822,1823],{},"We anticipate that Google will abandon User ID and exclusively utilize internal device and browser IDs in the near future.\nGoogle Analytics 4 enables IP anonymization by default and does not allow you to alter this parameter.",[81,1825,1827],{"id":1826},"the-google-analytics-4-paradigm-focuses-on-events-rather-than-sessions","The Google Analytics 4 paradigm focuses on events rather than sessions.",[14,1829,1830],{},"GA4's significant figures are the user and events (event-based and user-based architecture). All user activities are considered events in this context. They assist us in determining where and under what conditions a specific event occurred.",[14,1832,1833],{},"You may switch event tracking on and off separately in the settings.\nA conversion on a website or application can be any user activity, such as submitting an application, subscribing to a newsletter, or purchasing a product. You may specify the precise conversion for yourself in the options.\nA significant advantage of GA4 is that the report will contain as many conversions as target actions accomplished in a single session.",[14,1835,1836],{},"Your typical client, for example, arrives at the site via contextual advertising. He first selects and orders a chandelier, and then he recalls that he needs to get another table light. If a user submits two orders in the same session, the GA4 report will display two conversions, and Universal Analytics will show 1.",[14,1838,1839],{},"When calculating web statistics, special considerations are given to page views. The parameter contributes to the calculation of bounces, session length, page view duration, and other metrics.",[81,1841,1843],{"id":1842},"ga4-records-the-users-whole-route","GA4 records the user's whole route.",[14,1845,1846],{},"Cross-platform user identification works well, implying that the system connects user sessions from different devices and browsers at different times.",[14,1848,1849],{},"For example, if you went to the site today from a mobile device, then a few days later from a desktop, and then a few days later from the application, GA4 will recognize all of these sessions.",[14,1851,1852],{},"You might also have a landing page and numerous pages linked together. If one user makes a purchase on them, these activities will be associated with that person.",[14,1854,1855,1856],{},"All of this increases data quality and results in a single report for the complete customer experience.",[75,1857],{"alt":77,"src":1858},"\u002Fimages\u002F1-ga.png",[81,1860,1862],{"id":1861},"ga4-will-estimate-the-likelihood-of-conversions-and-outflows-detect-abnormalities-in-reports-and-more","GA4 will estimate the likelihood of conversions and outflows, detect abnormalities in reports, and more.",[14,1864,1865],{},"Machine learning and natural language processing (NLP) features are two of Google Analytics 4's primary advantages. Google intends to expand its predictive direction and offer more predictive indications.",[14,1867,1868,1869],{},"You can split users into audience groups based on their likelihood of doing a user action within a specific time frame (make a purchase, leave the site, etc.).",[75,1870],{"alt":77,"src":1871},"\u002Fimages\u002F2-ga.png",[81,1873,1875],{"id":1874},"you-may-build-custom-reports-using-the-ga4-analysis-center","You may build custom reports using the GA4 Analysis Center.",[14,1877,1878],{},"The resource gives access to analytics on the required metrics, segment comparative features, and other indications. You may also generate customized reports or, if necessary, utilize pre-made templates.",[14,1880,1881,1882],{},"You may customize adaptable reports for specialized needs in the report library. Tables, graphs, and other graphics are accessible.",[75,1883],{"alt":77,"src":1884},"\u002Fimages\u002F3jcnkjas.png",[81,1886,1888],{"id":1887},"summary","Summary",[14,1890,1891],{},"In terms of analytics collection, GA4 is a reasonable and expected move. Right now, it is worthwhile to consider the vast technological potential. GA4 will be a fantastic and valuable addition to Universal Analytics.",[14,1893,1894,1895,1900],{},"Need help leveraging the new features in GA4? Our expert Analytics team is here to help! ",[206,1896,1899],{"href":1897,"rel":1898},"https:\u002F\u002F1zgok.share.hsforms.com\u002F2cOmJ7URST7aHvXaKILoupg?uuid=11a19469-5397-4111-90ab-08d517b6bddc",[210],"Schedule a discovery call"," today!",{"title":77,"searchDepth":291,"depth":291,"links":1902},[1903,1904,1905,1906,1907,1908],{"id":1816,"depth":297,"text":1817},{"id":1826,"depth":297,"text":1827},{"id":1842,"depth":297,"text":1843},{"id":1861,"depth":297,"text":1862},{"id":1874,"depth":297,"text":1875},{"id":1887,"depth":297,"text":1888},"2022-12-13T03:33:16+00:00","Being aware of changes in tools with new functionalities helps determine which advertising channels are efficient and which are not. Let's look at how Google Analytics 4 (GA4) can help you acquire high-quality data, and why it's important to consider employing this technology now.","\u002Fimages\u002Fgoogle-helpful-content-update.webp",{},"\u002Fblog\u002Fmarketing-analytics\u002F5-google-analytics-features-for-high-quality-analytics",{"title":1798,"description":1910},"blog\u002Fmarketing-analytics\u002F5-google-analytics-features-for-high-quality-analytics","W7YN-oX7Fq_9azZbiAQPPs8LIMeZo_G7hf2XCb3cUIg",[],{"id":1919,"title":1920,"author":7,"authors":1921,"body":1922,"caption":7,"category":1526,"date":2125,"description":2126,"extension":318,"img":2127,"imgAlt":2128,"meta":2129,"minutes":2130,"navigation":322,"path":2131,"seo":2132,"seodescription":7,"seotitle":7,"stem":2133,"updated":7,"__hash__":2134,"people":2135},"blog\u002Fblog\u002Fmarketing-analytics\u002F5-ga4-tips-to-get-quality-analytics.md","5 GA4 Tips to Get Quality Analytics",[1475],{"type":11,"value":1923,"toc":2116},[1924,1927,1931,1934,1951,1954,1958,1961,1964,1972,1975,2007,2011,2014,2017,2031,2034,2037,2041,2044,2047,2050,2053,2067,2071,2074,2077,2085,2089,2092,2106,2110,2113],[14,1925,1926],{},"Google Analytics 4 is a Google analytics solution that allows you to collect information on both websites and applications at the same time. The critical distinction between GA4 and GA is a different approach to data collecting. The emphasis in GA is on user sessions (page views), whereas in GA4 it is on events (visitor actions). To learn more about GA4 and how to set it up, read the “What is GA4” blog post.",[81,1928,1930],{"id":1929},"tip-1-how-to-implement-google-analytics-4-using-google-tag-manager","Tip 1: How to Implement Google Analytics 4 Using Google Tag Manager",[14,1932,1933],{},"Only after configuring the data stream and adding a tag to the site’s pages will GA4 be able to gather data.",[46,1935,1936,1939,1942,1945,1948],{},[49,1937,1938],{},"In GTM, navigate to your desired account and container and select \"Add a new tag\" to begin configuring your GA4 tag.",[49,1940,1941],{},"Now, inside \"Tag Configuration,\" click to view the possibilities for different sorts of tags. “Google Analytics: GA4 Configuration” should be selected.",[49,1943,1944],{},"You will see a place where you may input your Measurement ID. Locate and copy your Measurement ID from your account.",[49,1946,1947],{},"In the \"Triggering\" box, select where you want the tag to appear on your site. Most of the time you'll want GA4 to fire on all pages.",[49,1949,1950],{},"To make your tag live, save it and publish your GTM container. GA4 should now be firing on your site. Check the Realtime section of Google Analytics to ensure that you are monitoring sessions. Soon after visiting the site, you should see your visit reflected here.",[14,1952,1953],{},"After you've installed the basic gtag.js tag, you may proceed to add further customization, such as events.",[81,1955,1957],{"id":1956},"tip-2-how-to-exclude-ip-addresses-in-google-analytics-4","Tip 2: How to Exclude IP Addresses in Google Analytics 4",[14,1959,1960],{},"Create a rule that identifies the IP address or range of IP addresses that indicate internal traffic to filter it out.",[14,1962,1963],{},"Do the following to filter out internal traffic:",[46,1965,1966,1969],{},[49,1967,1968],{},"Determine internal web traffic in your data stream.",[49,1970,1971],{},"Use a data filter at the property level to exclude internal traffic.",[14,1973,1974],{},"Make a definition:",[46,1976,1977,1980,1983,1986,1989,1992,1995,1998,2001,2004],{},[49,1978,1979],{},"In Admin, in the Property column, click Data Streams.",[49,1981,1982],{},"Click Web, followed by Web Data Stream.",[49,1984,1985],{},"Click Configure Tag Settings in the online stream information (at the bottom).",[49,1987,1988],{},"Click the Define Internal Traffic button.",[49,1990,1991],{},"Click the Create button.",[49,1993,1994],{},"Give the rule a name.",[49,1996,1997],{},"The only event parameter for which you may specify a value is traffic type.    Internal is the default value, but you may change it (for example, EMEA headquarters) to indicate a place where internal traffic originates.",[49,1999,2000],{},"Select one of the operators under IP address",[49,2002,2003],{},"Click Match type (e.g., IP address equals).",[49,2005,2006],{},"Enter an address or set of addresses that identify traffic from the place you determined in Step 8 under the IP address. IPv4 and IPv6 addresses can be entered.",[81,2008,2010],{"id":2009},"tip-3-how-to-segment-traffic-by-channel-in-ga4","Tip 3: How to Segment Traffic by Channel in GA4",[14,2012,2013],{},"A segment is a subset of the data in your Analytics account. For example, one portion of your total user base may be people from a specific country or city. Another group may be customers that buy a specific product line, visit a specific section of your website, or trigger certain events in your app.",[14,2015,2016],{},"To access the segment builder, follow these steps:",[46,2018,2019,2022,2025,2028],{},[49,2020,2021],{},"Connect to Google Analytics.",[49,2023,2024],{},"Choose Explore from the menu on the left.  The Workspace Explorations emerge.",[49,2026,2027],{},"Choose an existing adventure or start a new one.",[49,2029,2030],{},"Click the plus symbol in the Segments section of Tab Settings on the left.",[14,2032,2033],{},"You have three options when it comes to establishing a new segment:",[14,2035,2036],{},"Make your own section by defining all of the parameters.\nBegin with one of the suggested segments. These are based on typical use cases and may be modified and adapted to meet your individual requirements.\nCreate a segment from the selection.",[81,2038,2040],{"id":2039},"tip-4-how-to-identify-your-audience-in-ga4","Tip 4: How to Identify Your Audience in GA4",[14,2042,2043],{},"Audiences are user groups that may be customized to evaluate visitor behavior based on specific qualities that might be changeable or static. In GA4, you can use pre-made audience templates to get started, but if you want to get serious about audience data analysis, you must customize your audiences.",[14,2045,2046],{},"Audiences allow you to categorize your consumers in ways that are essential to your company. You may include virtually any subset of people by segmenting by dimensions, metrics, and events.",[14,2048,2049],{},"As new data about users become available, their audience memberships are reevaluated to ensure they still fulfill the audience criterion. They are removed from those audiences if the most recent data show that they no longer satisfy the criterion.",[14,2051,2052],{},"To build an audience:",[46,2054,2055,2058,2061,2064],{},[49,2056,2057],{},"Click Configure",[49,2059,2060],{},"Click Audiences",[49,2062,2063],{},"Click New Audience on the left.",[49,2065,2066],{},"You have three choices for building an audience:\n- Create your own audience by setting all of the criteria.\n- Use a template and change the current settings.\n- Choose a suggested audience. You can use it as is or alter it to meet your specific requirements.",[81,2068,2070],{"id":2069},"tip-5-how-to-set-up-goals-in-ga4","Tip 5: How to Set Up Goals in GA4",[14,2072,2073],{},"Conversions are measured in Universal Analytics by creating goals and e-commerce transactions. There is no distinction between goals and e-commerce in Google Analytics 4; all conversions are measured using GA4 events. When people engage with your website or app, GA4 events are triggered. You mark any events that contribute to the success of your company as conversions using the user interface. When any of these highlighted events occur, a conversion is recorded in your GA4 property.",[14,2075,2076],{},"In GA4, we can establish goals in two ways:",[46,2078,2079,2082],{},[49,2080,2081],{},"In the GA4 dashboard",[49,2083,2084],{},"Using Google Tag Manager",[81,2086,2088],{"id":2087},"bonus-tip-how-to-create-an-event-in-ga4","BONUS TIP: How to Create an Event in GA4",[14,2090,2091],{},"GA4 already records a variety of events, including scrolling, page visits, outbound clicks, and searches. To track other specific events, you must build custom events with parameters in GA4 and set them in the Google Analytics dashboard. Here's a step-by-step tutorial on using Google Tag Manager:",[46,2093,2094,2097,2100,2103],{},[49,2095,2096],{},"Confirm that you have a GA4 Module in Google Tag Manager.",[49,2098,2099],{},"Develop a Trigger Rule to determine when your new event will be fired.",[49,2101,2102],{},"Create a unique GA4 event.",[49,2104,2105],{},"Configure custom parameters in GA4.",[24,2107,2109],{"id":2108},"lets-recap","Let’s Recap",[14,2111,2112],{},"In terms of analytics collection, GA4 is a reasonable and expected move. Right now, it is worthwhile to consider the vast technological potential. GA4 will be a fantastic and useful addition to Universal Analytics.\nAre you still finding the GA4 migration tough to grasp?",[14,2114,2115],{},"MKG Marketing’s digital marketing analytics experts can assist you with migrating to GA4, setting up the tracking and new reports, as well as get you comfortable with monitoring your data on the GA4 project dashboard. Schedule a discovery call today!",{"title":77,"searchDepth":291,"depth":291,"links":2117},[2118,2119,2120,2121,2122,2123,2124],{"id":1929,"depth":297,"text":1930},{"id":1956,"depth":297,"text":1957},{"id":2009,"depth":297,"text":2010},{"id":2039,"depth":297,"text":2040},{"id":2069,"depth":297,"text":2070},{"id":2087,"depth":297,"text":2088},{"id":2108,"depth":291,"text":2109},"2022-11-21T03:26:47+00:00","Google Analytics 4 is an entirely new analytics platform. Its approach to data collecting, tools, reporting, and interface changes from the previous edition.  In this article we discover how to begin working with Google Analytics 4, as well as the interface and functionality available.","\u002Fimages\u002Fgoogle-analytics-four-quality-analytics.webp","An abstract graphic showing various colored icons against a grey arrow trending upward.",{},5,"\u002Fblog\u002Fmarketing-analytics\u002F5-ga4-tips-to-get-quality-analytics",{"title":1920,"description":2126},"blog\u002Fmarketing-analytics\u002F5-ga4-tips-to-get-quality-analytics","iytiHZe2Qz2AYtG1T8sQ5AbZkrFbcWlZRZNLbcOwP1k",[],{"id":2137,"title":2138,"author":7,"authors":2139,"body":2140,"caption":7,"category":1526,"date":2616,"description":2617,"extension":318,"img":2618,"imgAlt":2619,"meta":2620,"minutes":2621,"navigation":322,"path":2622,"seo":2623,"seodescription":7,"seotitle":7,"stem":2624,"updated":7,"__hash__":2625,"people":2626},"blog\u002Fblog\u002Fmarketing-analytics\u002Fwhat-is-google-analytics-4-a-user-s-guide-to-the-new-analytics-system.md","What is Google Analytics 4: A User's Guide to the New Analytics System",[1475],{"type":11,"value":2141,"toc":2602},[2142,2145,2156,2160,2168,2171,2175,2178,2210,2214,2221,2232,2235,2238,2241,2245,2248,2282,2286,2293,2313,2316,2320,2323,2331,2335,2338,2355,2359,2387,2391,2394,2397,2440,2443,2447,2450,2454,2465,2588,2592,2595],[14,2143,2144],{},"For the past 10 years, Universal Analytics was used as the default for all websites using Google Analytics to track goals, events, and overall traffic. However, as of October 2020, the new GA4 was made available as an option - soon to be the only choice as of July 1, 2023. This guide will explain:",[46,2146,2147,2150,2153],{},[49,2148,2149],{},"how GA4 differs from the UA version",[49,2151,2152],{},"how to switch your existing accounts to it",[49,2154,2155],{},"how to use it in your organization",[24,2157,2159],{"id":2158},"what-distinguishes-google-analytics-4-from-earlier-versions","What Distinguishes Google Analytics 4 From Earlier Versions",[14,2161,2162,2167],{},[206,2163,2166],{"href":2164,"rel":2165},"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F10089681?hl=en",[210],"Google Analytics 4"," is positioned as a new, smarter version of Google's current analytics solution.",[14,2169,2170],{},"The primary distinction between Google Analytics 4 and Universal Analytics is a different data collecting method. Data in Universal Analytics is gathered based on page visits, but data in Google Analytics 4 is collected based on events using an event-driven data model.",[24,2172,2174],{"id":2173},"advantages-of-google-analytics-4","Advantages of Google Analytics 4",[14,2176,2177],{},"Switching your analytics system can seem daunting, but there are distinct advantages to using GA4, including:",[46,2179,2180,2186,2192,2198,2204],{},[49,2181,2182,2185],{},[52,2183,2184],{},"Tracking across several platforms"," - Google Analytics 4 gathers and aggregates data from websites and mobile apps into a single report. As a result, you no longer need to use separate analytics systems for websites and apps.",[49,2187,2188,2191],{},[52,2189,2190],{},"Improved stats"," - Unlike Universal Analytics, which only gathered data on page visits, Google Analytics 4 displays scroll depth, outbound clicks, site searches, video interactions, and other metrics.",[49,2193,2194,2197],{},[52,2195,2196],{},"Effective analytics tools"," - As a center for analysis, Google Analytics 4 enables you to create your own reports and analyze them using any measure, including visualizing user journeys and cohorts, comparing groups, creating your own conversion funnels, and more. Such changes were previously accessible exclusively to Google Analytics 360 members, but they are now open to everyone.",[49,2199,2200,2203],{},[52,2201,2202],{},"In-depth examination of user activity"," - In Google Analytics 4, there is no such thing as a \"bounce rate.\" Instead, GA4 takes a different approach to tracking user activity, enabling you to discover, for example, which items people most often purchase, what content is consumed by visitors of all ages, and which country’s users are more likely to view videos.",[49,2205,2206,2209],{},[52,2207,2208],{},"Predictive purchasing"," - Based on user behavior data, individuals are divided into those who are likely to make a purchase within 7 days and those who are likely to depart with nothing.",[24,2211,2213],{"id":2212},"universal-analytics-vs-google-analytics-4","Universal Analytics vs. Google Analytics 4",[14,2215,2216,2220],{},[206,2217,2166],{"href":2218,"rel":2219},"https:\u002F\u002Fdevelopers.google.com\u002Fanalytics\u002Fdevguides\u002Fcollection\u002Fga4",[210]," differs significantly from Universal Analytics in terms of both interface and capabilities. We can see the following improvements:",[46,2222,2223,2226,2229],{},[49,2224,2225],{},"More options for making your own reports",[49,2227,2228],{},"Focus is on user behavior rather than sessions",[49,2230,2231],{},"Effective audience research tools",[14,2233,2234],{},"For those transitioning from Universal Analytics, you’ll need to navigate the challenges of transferring reports, understanding new metrics, and making sense of the new data-gathering infrastructure.",[14,2236,2237],{},"GA4 has received several upgrades, the most notable of which enables you to efficiently evaluate cross-platform interactions. For example, you will be able to follow a user who visited your site today and viewed items, then installed an app on their mobile phone the next day and completed a purchase.",[14,2239,2240],{},"In addition, data from different site analytics platforms can now be mixed in GA4. Previously, Firebase Analytics was utilized for apps, whilst Google Analytics was largely used for websites. This meant you had to manually examine data from several sources, which took a significant amount of time and effort.",[24,2242,2244],{"id":2243},"what-else-does-google-analytics-4-offer","What Else Does Google Analytics 4 Offer?",[14,2246,2247],{},"Let's look at some of the best aspects of GA4 that you can absolutely put to use:",[132,2249,2250,2257,2276,2279],{},[49,2251,2252,2253,2256],{},"Center for Analysis\nYou may utilize the ",[52,2254,2255],{},"Analysis Center"," to produce reports and analyze data from metrics that interest you, such as studying the behavior of certain users. The service also includes pre-made templates (free form, funnel exploration, cohort exploration, path exploration, segment overlap, user explore, etc) that will make your life much easier, in addition to a customizable event accounting system.",[49,2258,2259,2260,2263,2264,2267,2268,2271,2272,2275],{},"Google BigQuery Data Management\nGA4 users will be able to access raw data in order to integrate it with other sources or execute SQL queries. You can ",[52,2261,2262],{},"store"," data and\u002For send it to your warehouse, ",[52,2265,2266],{},"enrich"," your data with CRM\u002Fmarketing\u002Fcontextual data, ",[52,2269,2270],{},"visualize"," data with other tools and perform advanced ",[52,2273,2274],{},"analytics"," on it including the ability to use it as an input for machine learning models.",[49,2277,2278],{},"New Engagement Indicators \u002F Improved Metrics\nIf you track the behavior of visitors who explore and engage with your site or app, you'll want to know which sections are read the most, which videos are watched, which files are actively downloaded, etc. To do this, GA4 employs an upgraded method of tracking user interaction. Page hits, event hits, e-commerce hits, and social interaction hits are all Universal Analytics hit kinds. Google Analytics 4 data, on the other hand, is event-based, with the notion that any interaction may be logged as an event. As a result, Universal Analytics property hit types correspond to Google Analytics 4 property events, but with a wider view of intent, and therefore more meaningful data sets.",[49,2280,2281],{},"Purchase Propensity\nThe tool enables you to create user groups based on their chance of placing an order or leaving the site or app within the following seven days. GA4 does this by analyzing its network activity and making predictions.",[24,2283,2285],{"id":2284},"migration-challenges-presented-by-ga4","Migration Challenges Presented by GA4",[14,2287,2288,2289,2292],{},"When migrating to GA4, you may bump into some unexpected challenges as a result of the new ",[52,2290,2291],{},"Event + Parameter"," paradigm and service redesign, namely:",[46,2294,2295,2298,2301,2304,2307,2310],{},[49,2296,2297],{},"Some regular reports that marketers use are altered or absent from the service.",[49,2299,2300],{},"The process of adding tags has evolved dramatically.",[49,2302,2303],{},"Some well-known measures, such as bounce rate, have been eliminated.",[49,2305,2306],{},"There are new metrics to consider.",[49,2308,2309],{},"Report migration takes extra time.",[49,2311,2312],{},"There is no automated data transfer from UA to GA4.",[14,2314,2315],{},"Nonetheless, this is not an excuse to pass on a fantastic new product that will provide several advantages to your business in the future.",[24,2317,2319],{"id":2318},"how-to-make-the-switch-to-google-analytics-4","How to Make the Switch to Google Analytics 4",[14,2321,2322],{},"As you transition, what you consider depends on whether you have an existing UA instance set up, or you are starting from scratch:",[46,2324,2325,2328],{},[49,2326,2327],{},"For new users, only Google Analytics 4 is accessible. You do not have the option to install Universal Analytics on your site.",[49,2329,2330],{},"Existing users are not automatically updated from Universal Analytics to Google Analytics 4, so they must make the switch",[24,2332,2334],{"id":2333},"methods-for-migrating-to-google-analytics-4","Methods for Migrating to Google Analytics 4",[14,2336,2337],{},"To get started, you may not know the right place to even begin, so here are your first steps:",[46,2339,2340,2349],{},[49,2341,2342,2345,2348],{},[52,2343,2344],{},"Make a brand-new property.",[2346,2347],"br",{},"When you create a new property, the key settings from Universal Analytics are duplicated and migrated to GA4. You may alter your parameters–conversions, audiences, events, and linkages to other products (Google Ads Links, Ad manager Links, BigQuery Links, etc)–as necessary.",[49,2350,2351,2354],{},[52,2352,2353],{},"Connect the existing Universal Analytics property to the new Google Analytics 4."," Only property administrators have access to this procedure. The bottom line is to connect the old and new properties before migrating the Google Analytics setups.",[24,2356,2358],{"id":2357},"ga4-upgrade-what-to-do-next","GA4 Upgrade: What to do next",[132,2360,2361,2364,2367],{},[49,2362,2363],{},"Navigate to the \"Admin\" area of your Universal Analytics account:",[49,2365,2366],{},"Select the \"Upgrade to GA4\" item from the \"Property\" column:",[49,2368,2369,2370],{},"You will see two options: build a new property or connect an existing property to a new one.\n",[46,2371,2372,2375,2378],{},[49,2373,2374],{},"To create a new property, click the \"Get Started\" button next to the item \"I need to make a new Google Analytics 4 property.\"",[49,2376,2377],{},"Following these steps, the link between the old UA property and the new GA4 property will be established. Click the \"View GA4 property\" button to go to a different property.",[49,2379,2380,2381,2383],{},"After moving to Google Analytics 4, a new identification will emerge, which is a nine-digit numerical number after the UA qualifier. In contrast, the Universal Analytics ID (UA) is identified simply with nine digits.",[2346,2382],{},[75,2384],{"alt":2385,"src":2386},"A screenshot of the Google Analytics configuration page","\u002Fimages\u002Fer-d.jpg",[24,2388,2390],{"id":2389},"configuring-a-property-in-ga4","Configuring a property in GA4",[14,2392,2393],{},"If you followed the steps above, a new Google Analytics 4 property has now been created. However, your property will require some fine-tuning to function properly. Let's quickly go through the essential steps.",[14,2395,2396],{},"In the \"Admin\" area, click \"Create a property\" to create a property. Then take these additional steps for configuring Google Analytics 4, which are divided into five categories:",[132,2398,2399,2405,2411,2417,2434],{},[49,2400,2401,2404],{},[52,2402,2403],{},"Establishing a property"," - Give the account a name, choose the time zone, and specify the currency.",[49,2406,2407,2410],{},[52,2408,2409],{},"Adding details about the organization we’re tracking"," - Choose the industry type, the size of the organization, and the reason for employing Universal Analytics.",[49,2412,2413,2416],{},[52,2414,2415],{},"Setting up the data flow"," - Choose a data source for the property from the list: online stream, Android app, or iOS app. Each stream is set up independently if multiple threads are needed. To create a web stream, provide the site URL and the stream name. Set up your mobile app stream through Firebase. Google Analytics requires the Firebase SDK which unlocks most Firebase features and includes Analytics for iOS and Android apps.",[49,2418,2419,2422,2423],{},[52,2420,2421],{},"Tagging the website"," - There are two options: create a new tag or utilize an existing one. Using an existing tag enables flow labeling without modifying the page's code. However, the page must already have the gtag.js tag for this to work.\n",[46,2424,2425,2428,2431],{},[49,2426,2427],{},"Copy the global tag to add a new tag to the page. The global tag must be included within the head tag of each page of the site that needs to be monitored.",[49,2429,2430],{},"You can also use Google Tag Manager to add the global tag.",[49,2432,2433],{},"After you've added the tag to the site, you may add additional data streams.",[49,2435,2436,2439],{},[52,2437,2438],{},"Creating a link between Google Analytics 4 and Google Ads"," - Select \"Link with Google Ads\" in the \"Link with other goods\" section:. Select the relevant Google Ads account and customize the parameters in the link settings (by default, personalized advertising and the auto-tagging function are enabled).",[14,2441,2442],{},"The majority of the work on establishing the property has been finished. Following that, audiences are set up (an audience is chosen for further segmentation, and remarketing is established), and conversion monitoring and access control are put in place.",[24,2444,2446],{"id":2445},"using-the-google-analytics-4-interface","Using the Google Analytics 4 Interface",[14,2448,2449],{},"Dashboards are used to show information in Google Analytics 4. The main page displays summary information about users on your site and apps, such as site traffic, the number of new visitors for a specific period, average time spent on the site, nationality, and so on.",[24,2451,2453],{"id":2452},"google-analytics-4-menu-walkthrough","Google Analytics 4 Menu Walkthrough",[14,2455,2456,2457,2460,2461,2464],{},"The menu structure has changed significantly from the menu in Universal Analytics. The UA menu was separated into two sections: ",[52,2458,2459],{},"Special Reports"," (reports that may be customized individually) and ",[52,2462,2463],{},"Reports"," (standard system reports). The menu in Google Analytics 4 is tailored to user analytics; sections are described below.",[132,2466,2467,2470,2509,2569,2585],{},[49,2468,2469],{},"The Life Cycle - Displays information regarding visitor activity on the site\u002Fapplication. The amount of new users, user acquisition methods, engagement, and monetization are all shown here.",[49,2471,2472,2473,2476,2477,212,2480,2482,2483,2485,2486,2503,2482,2505,2508],{},"The User - There are two reports available here: ",[52,2474,2475],{},"Demographic Data"," and ",[52,2478,2479],{},"Technical Data",[2346,2481],{},"The ",[52,2484,2475],{}," report enables you to identify generally and geographically:",[46,2487,2488,2491,2494,2497,2500],{},[49,2489,2490],{},"Overall user count",[49,2492,2493],{},"Sessions per user",[49,2495,2496],{},"Average amount of time spent interacting with a property",[49,2498,2499],{},"Total number of conversions",[49,2501,2502],{},"Total earnings",[2346,2504],{},[52,2506,2507],{},"Technological Dat","a report will tell you what device, operating system, and browser the visitor used, as well as how they interacted with the channel.",[49,2510,2511,2512,2514,2515,2517,2518,2529,2531,2532,2549,2551,2552],{},"Occurrences - Offers information about all key events and conversions on the site\u002Fapp.",[2346,2513],{},"Event data is not accessible immediately after the property is created. Tags must be set up before data can be shown. Following that, conversion event reports will be available within 24 hours.",[2346,2516],{},"Google Analytics 4 automatically records events, which are the most common user behaviors on your website or app. Here are some instances of events that are automatically registered right out of the box:",[46,2519,2520,2523,2526],{},[49,2521,2522],{},"ad_click - click on an ad within the app",[49,2524,2525],{},"ad_impression - ad impression within the app",[49,2527,2528],{},"page_view - loading a page on the website",[2346,2530],{},"By default, the system gathers five parameters for all events (both automated and manually created):",[46,2533,2534,2537,2540,2543,2546],{},[49,2535,2536],{},"language - user's browser language",[49,2538,2539],{},"page_location - URL of the  page",[49,2541,2542],{},"page_referrer - URL of the previous page the user visited",[49,2544,2545],{},"page_title - title of the page",[49,2547,2548],{},"screen_resolution - resolution of the screen being used",[2346,2550],{},"You may construct an event-based conversion in Google Analytics 4. These are the events most significant to your business. Built-in conversion events include the following:",[46,2553,2554,2557,2560,2563,2566],{},[49,2555,2556],{},"first_open - the first launch of the application after installation",[49,2558,2559],{},"in_app_purchase - in-app purchase or subscription",[49,2561,2562],{},"app_store_subscription_convert - registration of a paid subscription after the trial period",[49,2564,2565],{},"app_store_subscription_renew - renewal of a paid subscription",[49,2567,2568],{},"purchase - purchase of a product or service\nThe rest of the conversion events need to be set up manually.",[49,2570,2571,2572,2574,2575,2577,2578,2580,2581,2584],{},"General Overview - This section provides a collection of audience research tools.",[2346,2573],{},"You must go to the ",[52,2576,2255],{}," to examine the audience. You may do your own analysis and research there.",[2346,2579],{},"There are ready-made reports in the ",[52,2582,2583],{},"Template Gallery",", such as free form, funnel exploration, cohort exploration, path exploration, segment overlap, user explore, etc",[49,2586,2587],{},"Personalize - You may add a new audience, define user and audience traits for them, and manage access privileges in this area.",[24,2589,2591],{"id":2590},"now-its-your-turn","Now it’s your turn",[14,2593,2594],{},"This concludes our initial walkthrough. Are you still finding the GA4 migration tough to grasp?",[14,2596,2597,2598,1900],{},"MKG Marketing’s digital marketing analytics experts can assist you with migrating to GA4, setting up the tracking and new reports as well as get you comfortable with monitoring your data on the GA4 project dashboard. Schedule a ",[206,2599,2601],{"href":2600},"\u002Fcontact\u002F","discovery call",{"title":77,"searchDepth":291,"depth":291,"links":2603},[2604,2605,2606,2607,2608,2609,2610,2611,2612,2613,2614,2615],{"id":2158,"depth":291,"text":2159},{"id":2173,"depth":291,"text":2174},{"id":2212,"depth":291,"text":2213},{"id":2243,"depth":291,"text":2244},{"id":2284,"depth":291,"text":2285},{"id":2318,"depth":291,"text":2319},{"id":2333,"depth":291,"text":2334},{"id":2357,"depth":291,"text":2358},{"id":2389,"depth":291,"text":2390},{"id":2445,"depth":291,"text":2446},{"id":2452,"depth":291,"text":2453},{"id":2590,"depth":291,"text":2591},"2022-09-15T01:58:02.000+00:00","Take a deep dive into what Google Analytics 4 is, the differences between GA 4 and previous versions, the new advantages of GA, and more. Check it out!","\u002Fimages\u002Fga-four-1.webp","Account, Property, and View administration in Google Analytics",{},10,"\u002Fblog\u002Fmarketing-analytics\u002Fwhat-is-google-analytics-4-a-user-s-guide-to-the-new-analytics-system",{"title":2138,"description":2617},"blog\u002Fmarketing-analytics\u002Fwhat-is-google-analytics-4-a-user-s-guide-to-the-new-analytics-system","B4yRExSykb4S1XGm_npcYOMKBLhH3mypPUDTAxOsEzE",[],{"id":2628,"title":2629,"author":7,"authors":2630,"body":2632,"caption":7,"category":1526,"date":2781,"description":2782,"extension":318,"img":2783,"imgAlt":7,"meta":2784,"minutes":297,"navigation":322,"path":2785,"seo":2786,"seodescription":7,"seotitle":2787,"stem":2788,"updated":2789,"__hash__":2790,"people":2791},"blog\u002Fblog\u002Fmarketing-analytics\u002Fcoronavirus-effect-on-seo-traffic.md","The Coronavirus SEO Benchmark - Updated on April 27, 2020",[2631],"Mike Krass",{"type":11,"value":2633,"toc":2777},[2634,2637,2640,2652,2655,2663,2666,2675,2678,2690,2693,2698,2701,2704,2707,2710,2718,2724,2727,2735,2739,2742,2745,2759,2762,2765,2769,2772],[14,2635,2636],{},"Last Updated: April 27, 2020",[14,2638,2639],{},"Every month I sit down at my computer to reflect on the past month. This reflection starts with a few exploratory questions.",[2641,2642,2643,2646,2649],"blockquote",{},[14,2644,2645],{},"What have we accomplished as a business?",[14,2647,2648],{},"Where have our clients and the heroes that power those businesses succeeded?",[14,2650,2651],{},"How can we do more for our team members at work to help them lead happy, healthy and fruitful lives?",[14,2653,2654],{},"This exercise usually quiets my mind as the thoughts flow from my brain down onto the notebook paper I scribble on.",[14,2656,2657,2658,212],{},"This month was an exception. All I seem to be thinking or hearing about is ",[206,2659,2662],{"href":2660,"rel":2661},"https:\u002F\u002Fwww.cdc.gov\u002Fcoronavirus\u002F2019-ncov\u002Findex.html",[210],"Coronavirus (COVID-19)",[14,2664,2665],{},"In a discussion I had with a Dell team member earlier this month, the company has announced that all work travel to Asia is suspended until further notice. A few of our own clients have implemented a similar policy.",[14,2667,2668,2669,2674],{},"Bookmakers are ",[206,2670,2673],{"href":2671,"rel":2672},"https:\u002F\u002Fwww.newsweek.com\u002Fcoronavirus-japan-update-tokyo-olympics-2020-odds-canceled-according-bookmakers-1489739",[210],"placing odds on the Tokyo Olympics being cancelled"," due to the virus.",[14,2676,2677],{},"And our clients are asking us about COVID-19 as it relates to Organic Search performance.",[46,2679,2680,2685],{},[49,2681,2682],{},[38,2683,2684],{},"Why is Organic Search traffic on the decline in China?",[49,2686,2687],{},[38,2688,2689],{},"How long will SEO traffic continue to decline in countries such as China?",[14,2691,2692],{},"Everyone has questions. Including ourselves! Here are a few that Jenna asked to her professional groups on Slack.",[14,2694,2695],{},[75,2696],{"alt":77,"src":2697},"\u002Fimages\u002Fblog\u002F997BEB3D-9FDC-4439-835C-D62FFC7B3DAC.webp",[14,2699,2700],{},"And it seems that very few people have any answers. In fact, nobody we asked in our professional groups had any answers to share with us!",[14,2702,2703],{},"So we took it upon ourselves to create a SEO traffic index to see how a sample of our client's are performing from an Organic Search traffic standpoint in China.",[14,2705,2706],{},"This index is something that we'll be updating on a regular basis to try to track the impact the Coronavirus has on our client's websites. While we are hopeful that this virus can be contained and a cure discovered by those in the medical community, we are cautious and also do not want to blindly believe that this virus will just go away on it's own.",[14,2708,2709],{},"As of the publish date of this post (March 2, 2020), this index looks at a small sampling of our client data. This includes clients with large as well as small websites comprised of:",[46,2711,2712,2715],{},[49,2713,2714],{},"100,000+ SEO sessions",[49,2716,2717],{},"SEO traffic from within China only",[14,2719,2720,2721],{},"As you can see, ",[52,2722,2723],{},"beginning in October 2020 China-based SEO traffic has been on the decline by more than 1\u002F3-rd at year end.",[14,2725,2726],{},"We will continue to update this post each month to see if this trend reverses.",[2728,2729],"iframe",{"width":2730,"height":2731,"seamless":322,"frameBorder":2732,"scrolling":2733,"src":2734},600,371,"0","no","https:\u002F\u002Fdocs.google.com\u002Fspreadsheets\u002Fd\u002Fe\u002F2PACX-1vQXyrkEtW-2wUDZjr-7nyhMuLMfUjuzk396VJ8eXCeHbXeqEmL4AGjgWLGNllEzlI3BR3o_RgK5HznO\u002Fpubchart?oid=416656909&format=interactive",[24,2736,2738],{"id":2737},"the-effects-of-coronavirus-on-business-revenue-in-china","The Effects of Coronavirus on Business Revenue in China",[14,2740,2741],{},"Entrepreneurs' Organization, a global non-profit organization that I am a member of, regularly conducts surveys in hot\u002Fcold business climates to hear from their members.",[14,2743,2744],{},"They surveyed nearly 300 members who live\u002Frun businesses physically in China. Two alarming facts jumped out:",[46,2746,2747,2753],{},[49,2748,2749,2750],{},"According to the EO coronavirus survey, ",[52,2751,2752],{},"47 percent of EO members in China have lost 50 percent of their revenue.",[49,2754,2755,2756],{},"Among them, ",[52,2757,2758],{},"17 percent have lost 90 percent of their revenue.",[14,2760,2761],{},"While an n=278 sample size is by no means a declaration of statistical significance, those study results obviously caught my attention.",[14,2763,2764],{},"If you want to help in any way, EO Beijing has formed a 56-member volunteer task force dedicated to helping find and transport medical supplies. We can put you directly in contact with them if you email me directly should you want to lend a hand in any way.",[24,2766,2768],{"id":2767},"bookmark-this-page","Bookmark this Page!",[14,2770,2771],{},"We'll continue to update this data every month. If you smash the 'favorite', save to Pocket or bookmark buttons on your browser it will be easy for you to see what the small sample from our portfolio of clients is seeing in terms of SEO traffic performance in China.",[14,2773,2774],{},[38,2775,2776],{},"Update Note: We will be discontinuing the data updates for these graphs beginning in May 2020. If you would like to see the benchmark updated feel free to email us so we can personally deliver you the most up-to-date information.",{"title":77,"searchDepth":291,"depth":291,"links":2778},[2779,2780],{"id":2737,"depth":291,"text":2738},{"id":2767,"depth":291,"text":2768},"2020-03-02","Curious How the Coronavirus (COVID-19) Outbreak is Affecting SEO Traffic in China? Read Our Monthly Update","\u002Fimages\u002Fblog\u002Fhome-banner.webp",{},"\u002Fblog\u002Fmarketing-analytics\u002Fcoronavirus-effect-on-seo-traffic",{"title":2629,"description":2782},"COVID-19 SEO Benchmarks","blog\u002Fmarketing-analytics\u002Fcoronavirus-effect-on-seo-traffic","2020-03-27","I4CtZO0UrbEPLzvtuzOtVrzad9YYFrHsuw1yTauGWxA",[2792],{"id":2793,"title":2631,"body":2794,"date":7,"description":2823,"extension":318,"images":2824,"isLeader":2826,"jobTitle":2827,"linkedIn":2828,"meta":2829,"name":2631,"navigation":322,"path":2831,"quote":2832,"quoteCite":2833,"ref":2834,"seo":2835,"sequence":2621,"stem":2836,"team":7,"twitter":2828,"updated":7,"website":7,"__hash__":2837},"team\u002Fteam\u002Fmike-krass.md",{"type":11,"value":2795,"toc":2821},[2796,2801,2804,2807],[14,2797,2800],{"className":2798},[2799],"text-lg","A proud Washington State University alum — Go Cougs! — who grew up on the west coast of the United States, Mike has lived on three continents during his lifetime.",[14,2802,2803],{},"Over the past decade Mike has led MKG Marketing in becoming a 7-figure business, joined the global Entrepreneurs Organization (EO) as a member as well as holds a seat on their Board of Directors and mentored other business owners through organizations like Idea Village, EO and General Assembly.",[14,2805,2806],{},"When he’s not at work, Mike enjoys:",[46,2808,2809,2812,2815,2818],{},[49,2810,2811],{},"Riding his beach cruiser bike in the park.",[49,2813,2814],{},"Reading business and spy novels (often at the same time — ask him how many half finished books he’s currently reading on his Kindle!)",[49,2816,2817],{},"Traveling the world.",[49,2819,2820],{},"Flying N5478N — his trusty 1981 Cessna 182.",{"title":77,"searchDepth":291,"depth":291,"links":2822},[],"Meet Mike Krass, one of MKG Marketing’s founders. He currently drives the big picture vision for the agency and supports biz dev and sales efforts.",{"landscape":2825},"mike-krass.webp",false,"Owner\u002FVisionary","mikekrass",{"imageDescription":2830},"Mike Krass, MKG Marketing’s Owner\u002FVisionary, standing in front of St. Louis Cathedral in the French Quarter of New Orleans | MKG Marketing","\u002Fteam\u002Fmike-krass","Focus on the road, not the wall.","Alvin Alexander","mike-krass",{"description":2823},"team\u002Fmike-krass","WCJwOrpm4HOYHMODFwHdEILqPkcZwTSZUakkr3-n3rs",{"id":2839,"title":2840,"author":7,"authors":2841,"body":2842,"caption":7,"category":1526,"date":2970,"description":2971,"extension":318,"img":2972,"imgAlt":7,"meta":2973,"minutes":291,"navigation":322,"path":2974,"seo":2975,"seodescription":7,"seotitle":2840,"stem":2976,"updated":7,"__hash__":2977,"people":2978},"blog\u002Fblog\u002Fmarketing-analytics\u002Ffacebook-organic-benchmarks-november-2018.md","Facebook Organic Post Benchmarks - November 2018",[2631],{"type":11,"value":2843,"toc":2967},[2844,2848,2855,2858,2863,2870,2877,2885,2888,2891,2898,2901,2909,2919,2935,2938,2945,2950,2953],[24,2845,2847],{"id":2846},"whats-a-good-amount-of-engagement-on-an-organic-facebook-post","What's a \"good amount\" of engagement on an organic Facebook post?",[14,2849,2850,2851],{},"Last week we published a simple-and-useful set of ",[206,2852,2854],{"href":2853},"\u002Fblog\u002Fmarketing-analytics\u002Flinkedin-organic-benchmarks-october-2018\u002F","benchmarks for LinkedIn organic post engagement.",[14,2856,2857],{},"The tl;dr from that data analysis exercise found:",[2641,2859,2860],{},[14,2861,2862],{},"Including video in your LinkedIn post increases the likelihood of someone liking, sharing or commenting on the post by anywhere from 30% - 200%",[14,2864,2865,2866,2869],{},"Since Kerry and I have been posting a steady stream of ",[38,2867,2868],{},"at least"," one new story or video every week for the past five months, we wanted to see how that content performed when posted on Facebook as well.",[14,2871,2872],{},[52,2873,2874],{},[38,2875,2876],{},"We wanted a benchmark for a strong engagement rate when we publish organic posts containing Video, Images or Straight Text\u002FLinks.",[14,2878,2879,2880],{},"This data set was created by analyzing more than 1,000 organic posts that ",[206,2881,2884],{"href":2882,"rel":2883},"https:\u002F\u002Fwww.facebook.com\u002Fmkgmarketinginc\u002F",[210],"MKG Marketing has published to our brands Facebook page.",[14,2886,2887],{},"Are you a visual person? Then check out the benchmarks by social metric (Likes, Shares and Comments) below!",[14,2889,2890],{},"![Facebook Organic Post Benchmarks - November 2018]('\u002Fimages\u002Fblog\u002FFacebook post performance by post type.webp')",[14,2892,2893,2894,2897],{},"You can quickly see that video ",[52,2895,2896],{},"dominates"," engagement for organic posts for marketers like us on Facebook.",[14,2899,2900],{},"When it comes to landing a click, Video is:",[46,2902,2903,2906],{},[49,2904,2905],{},"2.2x more likely to get clicked on than image post",[49,2907,2908],{},"1.8x more likely to get clicked on than a link post",[14,2910,2911,2912,2915,2916],{},"When it comes to reactions (like, comment, share) ",[52,2913,2914],{},"Video"," is ",[52,2917,2918],{},"1.5x more likely to get a reaction than an image or link post.",[14,2920,2921,2922,1043,2925,2928,2929,2934],{},"And when it comes to ",[52,2923,2924],{},"Organic",[52,2926,2927],{},"Reach,"," an ",[206,2930,2933],{"href":2931,"rel":2932},"https:\u002F\u002Fblog.hubspot.com\u002Fmarketing\u002Ffacebook-organic-reach-declining",[210],"important metric as Facebook's algorithms have adjusted to reportedly only show page content to \u003C10% of fans (Source: HubSpot),"," Video reaches 2.3x more users than a link post and just about the same amount of users as an image post (+1% more).",[14,2936,2937],{},"We've also recorded a two-minute explanation of the benchmarks we uncovered for our fan page over the past seven years.",[2728,2939],{"src":2940,"width":2941,"height":2942,"frameBorder":2732,"allow":2943,"style":2944,"allowFullScreen":322},"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FduKdw1TxpuY?rel=0&showinfo=0&ecver=2",640,360,"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture","position:absolute;width:100%;height:100%;left:0",[14,2946,2947],{},[52,2948,2949],{},"How do our benchmarks compare to your own?",[14,2951,2952],{},"We'd love to hear if video is an equally affective publishing format for other brands as well.",[14,2954,2955,2956,2961,2962,2966],{},"Mention us on ",[206,2957,2960],{"href":2958,"rel":2959},"https:\u002F\u002Ftwitter.com\u002Fmkgmarketinginc",[210],"Twitter"," at ",[206,2963,2965],{"href":2958,"rel":2964},[210],"@mkgmarketinginc"," with your own benchmark data - we'd be happy to aggregate and update this story!",{"title":77,"searchDepth":291,"depth":291,"links":2968},[2969],{"id":2846,"depth":291,"text":2847},"2018-11-06","Facebook Organic Post Benchmarks across Post Types such as Video, Image and Link. Updated as of November 6, 2018.","\u002Fimages\u002Fblog\u002Fhero_21March_FBReactions.webp",{},"\u002Fblog\u002Fmarketing-analytics\u002Ffacebook-organic-benchmarks-november-2018",{"title":2840,"description":2971},"blog\u002Fmarketing-analytics\u002Ffacebook-organic-benchmarks-november-2018","iwrjPfgI2dClzeFSqyINTAKf4_Ikk9zRY0ElHOW7noU",[2792],{"id":2980,"title":2981,"author":7,"authors":2982,"body":2983,"caption":7,"category":1526,"date":3136,"description":3137,"extension":318,"img":3138,"imgAlt":7,"meta":3139,"minutes":291,"navigation":322,"path":3140,"seo":3141,"seodescription":7,"seotitle":2981,"stem":3142,"updated":7,"__hash__":3143,"people":3144},"blog\u002Fblog\u002Fmarketing-analytics\u002Flinkedin-organic-benchmarks-october-2018.md","LinkedIn Organic Post Benchmarks - October 2018",[2631],{"type":11,"value":2984,"toc":3128},[2985,2989,2992,2995,3000,3008,3011,3018,3021,3024,3027,3043,3046,3050,3053,3060,3066,3070,3073,3076,3082,3088,3092,3095,3101,3107,3111,3114,3117],[24,2986,2988],{"id":2987},"whats-a-good-amount-of-engagement-on-an-organic-linkedin-post","What's a good amount of engagement on an organic LinkedIn post?",[14,2990,2991],{},"Over the past 18 weeks Mike and Kerry have been posting a lot of video and written content onto LinkedIn. Our posts talk about working at MKG, digital marketing trends and other sales or growth topics.",[14,2993,2994],{},"As we approach five solid months of publishing on LinkedIn, we began to get curious.",[2641,2996,2997],{},[14,2998,2999],{},"What is a good engagement rate for all of these posts that we are working on?",[14,3001,3002,3003],{},"We took to Google to find out, searching for ",[206,3004,3007],{"href":3005,"rel":3006},"https:\u002F\u002Fwww.google.com\u002Fsearch?safe=strict&ei=SoPYW9DvBMTGjwSCu5GQDg&q=linkedin+post+benchmarks&oq=linkedin+post+benchmarks&gs_l=psy-ab.3..0i22i30.1957.2831..2935...0.0..0.300.1514.0j2j4j1......0....1..gws-wiz.......0j0i71j0i20i263.RYEwmmcP-Ps",[210],"LinkedIn post benchmarks.",[14,3009,3010],{},"While a few of these results were quite helpful, there was one glaring issue.",[2641,3012,3013],{},[14,3014,3015],{},[52,3016,3017],{},"They were all outdated by at least 12 months or more!",[14,3019,3020],{},"Because of this gap we wanted to publish our own benchmarks from our experience. We plan to update these every quarter as more posts go up and data can be analyzed. This data set was created by analyzing the past 17 pieces of content I've personally published on LinkedIn.",[14,3022,3023],{},"If you're a video person (hey this post is about video content!) we've recorded a two-minute explanation of the benchmarks we have found over the past 18 weeks.",[14,3025,3026],{},"Check it out below.",[3028,3029,3034],"div",{"className":3030,"style":3033},[3031,3032],"relative","w-full","padding-bottom: 56.25%",[2728,3035],{"src":3036,"frameBorder":2732,"allow":3037,"allowFullScreen":322,"className":3038},"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FWDjYRDsvKuo","autoplay; encrypted-media; picture-in-picture",[3039,3040,3041,3042,3032],"absolute","top-0","left-0","h-full",[14,3044,3045],{},"More of a visual person? Then check out the benchmarks by social metric (Likes, Shares and Comments) below!",[81,3047,3049],{"id":3048},"average-comments-by-post-type","Average Comments by Post Type",[14,3051,3052],{},"And we're off! The first metric we reviewed, Average Comments by Post Type, had a clear leader.",[14,3054,3055,3056,3059],{},"The big takeaway here is: The average ",[52,3057,3058],{},"Organic Video Post on LinkedIn sees two comments"," per post.",[14,3061,3062],{},[75,3063],{"alt":3064,"src":3065},"Avg Comments per Linked Post","\u002Fimages\u002Fblog\u002Favg-comments-per-linked-post.webp",[81,3067,3069],{"id":3068},"average-shares-by-post-type","Average Shares by Post Type",[14,3071,3072],{},"Remember: We're all search marketers at heart!",[14,3074,3075],{},"A share to me as a marketing professional is similar to an inbound link: It's another person vouching for the message, content or data that you're presenting.",[14,3077,3078,3079],{},"The big takeaway here: ",[52,3080,3081],{},"Video and Text sees the most shares per post at just under 1 share per Organic post on LinkedIn.",[14,3083,3084],{},[75,3085],{"alt":3086,"src":3087},"Avg Shares per organic LinkedIn post.png","\u002Fimages\u002Fblog\u002Favg-shares-per-organic-linkedIn-post.webp",[81,3089,3091],{"id":3090},"average-likes-by-post-type","Average Likes by Post Type",[14,3093,3094],{},"Last but not least: How many likes does the average post type receive?",[14,3096,3097,3098],{},"The big takeaway: Any post with ",[52,3099,3100],{},"Video (either Video or Video+Text) gets 30% more likes than the average text-only post.",[14,3102,3103],{},[75,3104],{"alt":3105,"src":3106},"Avg Likes per Organic LinkedIn post.png","\u002Fimages\u002Fblog\u002Favg-likes-per-organic-linkedIn-post.webp",[24,3108,3110],{"id":3109},"what-can-you-a-fellow-marketer-do-to-help","What can you, a fellow marketer, do to help?",[14,3112,3113],{},"We'd love to get a larger data set to continue to update a useful benchmark for LinkedIn organic performance.",[14,3115,3116],{},"If you're interested in adding your data to this benchmark, please send the following to mike [at] mkg [dot] marketinginc [dot] com",[46,3118,3119,3122,3125],{},[49,3120,3121],{},"Post name",[49,3123,3124],{},"Post URL",[49,3126,3127],{},"Classification of Video, Video + Text or Text Only",{"title":77,"searchDepth":291,"depth":291,"links":3129},[3130,3135],{"id":2987,"depth":291,"text":2988,"children":3131},[3132,3133,3134],{"id":3048,"depth":297,"text":3049},{"id":3068,"depth":297,"text":3069},{"id":3090,"depth":297,"text":3091},{"id":3109,"depth":291,"text":3110},"2018-10-30","Read LinkedIn Organic Post Benchmarks that are Updated as of October 30, 2018.","\u002Fimages\u002Fblog\u002Flinkedin connect.webp",{},"\u002Fblog\u002Fmarketing-analytics\u002Flinkedin-organic-benchmarks-october-2018",{"title":2981,"description":3137},"blog\u002Fmarketing-analytics\u002Flinkedin-organic-benchmarks-october-2018","bjGQ-K5-6LrZOAOx1-w1Z1iPTIR0yfhaVSSwTQWO_cg",[2792],{"id":3146,"title":3147,"author":7,"authors":3148,"body":3150,"caption":7,"category":1526,"date":3246,"description":3247,"extension":318,"img":3248,"imgAlt":7,"meta":3249,"minutes":291,"navigation":322,"path":3250,"seo":3251,"seodescription":7,"seotitle":3147,"stem":3252,"updated":7,"__hash__":3253,"people":3254},"blog\u002Fblog\u002Fmarketing-analytics\u002Fwhat-is-parallel-tracking.md","What is Parallel Tracking?",[3149],"Spencer Mayes",{"type":11,"value":3151,"toc":3240},[3152,3155,3159,3162,3165,3171,3174,3178,3181,3188,3192,3195,3198,3218,3222,3229,3232],[14,3153,3154],{},"Recently Google announced that parallel tracking will be required for all accounts starting October 30th 2018.",[24,3156,3158],{"id":3157},"so-what-is-parallel-tracking","So What is Parallel Tracking?",[14,3160,3161],{},"Parallel tracking exists to serve a third party tracker and the final URL at the same time, rather than sequentially. This saves load time and gives users a better experience.",[14,3163,3164],{},"The key phrase in the above definition is “third party tracker.”",[14,3166,3167,3168],{},"Google sent out an Ads announcement email to all advertiser in July 2018 with the subject line ",[52,3169,3170],{},"Important: AdWords parallel tracking will be automatically turned on.",[14,3172,3173],{},"Unfortunately, this email wasn’t very clear about this requirement and didn’t do the best job of explaining this important detail. The net-net of the email was: this parallel tracking requirement will only apply if you’re using a third party click tracker like Marin, Kenshoo, or something like Pardot’s Google Ads integration.",[24,3175,3177],{"id":3176},"does-parallel-tracking-effect-me","Does Parallel Tracking Effect Me?",[14,3179,3180],{},"Parallel tracking only effects you if you’re using a third party click tracking tool.",[14,3182,3183,3184,3187],{},"If you’re using a “standard” setup and just sending traffic to a website with no click tracking tools, ",[38,3185,3186],{},"(Google Analytics is not a third party click tracking tool)"," parallel tracking will not apply.",[24,3189,3191],{"id":3190},"what-if-i-am-using-a-third-party-click-tracker","What if I am using a third party click tracker?",[14,3193,3194],{},"Google’s recommendation is to reach out to the third party providers and find a solution.",[14,3196,3197],{},"A few of the bigger names have posted some instructions on setup. The following are what we have found today; we will update when more third party click trackers provide documentation.",[46,3199,3200,3209],{},[49,3201,3202],{},[206,3203,3206],{"href":3204,"rel":3205},"https:\u002F\u002Fwww.prnewswire.com\u002Fnews-releases\u002Fmarin-software-streamlines-transition-to-googles-parallel-tracking-300727420.html",[210],[52,3207,3208],{},"Marin",[49,3210,3211],{},[206,3212,3215],{"href":3213,"rel":3214},"https:\u002F\u002Fhelp.salesforce.com\u002FarticleView?id=000272963&language=en_US&r=https%3A%2F%2Fwww.google.com%2F&type=1",[210],[52,3216,3217],{},"Pardot (Google Ads Integration)",[24,3219,3221],{"id":3220},"have-more-questions-about-parallel-tracking-or-google-ads","Have more questions about Parallel Tracking or Google Ads?",[14,3223,3224,3225,212],{},"Check out checklists, industry news, and guides in the ",[206,3226,3228],{"href":3227},"\u002Fblog\u002Fmarketing-analytics\u002F","Analytics section of our blog",[14,3230,3231],{},"More of a talker?",[14,3233,3234,3235],{},"Then schedule some time on our calendars for a brief analytics discussion using ",[206,3236,3239],{"href":3237,"rel":3238},"https:\u002F\u002Fwww.scheduleyou.in\u002Fj5fVM4H",[210],"this calendar link.",{"title":77,"searchDepth":291,"depth":291,"links":3241},[3242,3243,3244,3245],{"id":3157,"depth":291,"text":3158},{"id":3176,"depth":291,"text":3177},{"id":3190,"depth":291,"text":3191},{"id":3220,"depth":291,"text":3221},"2018-10-22","Parallel tracking exists to serve a third party tracker and the final URL at the same time, rather than sequentially. This saves load time and gives users a better experience.  See How.","\u002Fimages\u002Fblog\u002Fparallel-tracking.webp",{},"\u002Fblog\u002Fmarketing-analytics\u002Fwhat-is-parallel-tracking",{"title":3147,"description":3247},"blog\u002Fmarketing-analytics\u002Fwhat-is-parallel-tracking","EI9_pjmhhryMZ-CJbVtJF1xREmhH6rf6ztoZWMr5ltU",[],{"id":3256,"title":3257,"author":7,"authors":3258,"body":3259,"caption":7,"category":1526,"date":3312,"description":3313,"extension":318,"img":3314,"imgAlt":7,"meta":3315,"minutes":3316,"navigation":322,"path":3317,"seo":3318,"seodescription":7,"seotitle":3257,"stem":3319,"updated":7,"__hash__":3320,"people":3321},"blog\u002Fblog\u002Fmarketing-analytics\u002Fbusiness-outcomes.md","Why MKG Focuses on Business Outcomes",[2631],{"type":11,"value":3260,"toc":3309},[3261,3265,3271,3274,3277,3280,3285,3288,3295,3301],[24,3262,3264],{"id":3263},"the-goal-of-marketing-sales","The Goal of Marketing: Sales!",[2728,3266],{"width":3267,"height":3268,"src":3269,"frameBorder":2732,"allow":3270,"allowFullScreen":322},560,315,"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FcIXKGw9KHCc?rel=0&showinfo=0","autoplay; encrypted-media",[14,3272,3273],{},"Over the summer one of our clients was speaking with me about the MarTech \"Arms Race\" that he is faced with every day.",[14,3275,3276],{},"The \"Arms Race\" he was referring to is one of systems, tools and platforms that make up his companies Marketing Technology stack. His stack has tools for Analytics, A\u002FB testing, Paid Media, Content Management...the list goes on.",[14,3278,3279],{},"While we discussed their Stack, he brought up a really blunt point:",[2641,3281,3282],{},[14,3283,3284],{},"The biggest question I ask any MarTech product or service vendor trying to get into our stack is \"Can I make my money back investing in you?\"",[14,3286,3287],{},"In other words: Will an investment in your product\u002Fservice return a larger amount of time, money or other resources than the initial investment?",[14,3289,3290,3291,3294],{},"That’s why MKG focuses on ",[52,3292,3293],{},"business outcomes"," in our measurement strategies.",[14,3296,3297,3298],{},"KPIs such as Traffic and Web Conversion bring new leads into your business. But at the end of the day we want to ultimately optimize our activity to drive ",[52,3299,3300],{},"business outcomes: pipeline and sales!",[14,3302,3303,3304,212],{},"This post was ",[206,3305,3308],{"href":3306,"rel":3307},"https:\u002F\u002Fwww.linkedin.com\u002Fpulse\u002Fdigital-marketing-agencies-hired-generate-more-revenue-mike-krass\u002F",[210],"originally published on LinkedIn",{"title":77,"searchDepth":291,"depth":291,"links":3310},[3311],{"id":3263,"depth":291,"text":3264},"2018-09-27","Watch our CEO Mike Krass Explain the Importance of Business Outcomes in yourDigital Marketing Activities.","\u002Fimages\u002Fblog\u002Fbusiness-outcomes.webp",{},1,"\u002Fblog\u002Fmarketing-analytics\u002Fbusiness-outcomes",{"title":3257,"description":3313},"blog\u002Fmarketing-analytics\u002Fbusiness-outcomes","ioLZSEgiM8WYEz7KW5Z7JEkDlRHps8RpQu84Ifs1eTE",[2792],{"id":3323,"title":3324,"author":7,"authors":3325,"body":3326,"caption":7,"category":1526,"date":3503,"description":3504,"extension":318,"img":3505,"imgAlt":7,"meta":3506,"minutes":1790,"navigation":322,"path":3507,"seo":3508,"seodescription":7,"seotitle":3324,"stem":3509,"updated":7,"__hash__":3510,"people":3511},"blog\u002Fblog\u002Fmarketing-analytics\u002Fgdpr-google-analytics.md","GDPR and Google Analytics",[3149],{"type":11,"value":3327,"toc":3497},[3328,3331,3335,3338,3341,3347,3353,3357,3360,3365,3371,3374,3378,3381,3386,3389,3396,3402,3411,3415,3418,3421,3426,3429,3434,3448,3455,3458,3463],[14,3329,3330],{},"With GDPR (General Data Protection Regulation) right around the corner (May 25, 2018), it’s time to talk about how GDPR will impact Google Analytics. What changes need to be made to your analytics account to be compliant and not lose important data after May 25th?",[24,3332,3334],{"id":3333},"gdpr-background","GDPR Background",[14,3336,3337],{},"GDPR stands for General Data Protection Regulation. It is a group of regulations intended to give citizens of the European Union (EU) more control over how their personal information is used by companies and organizations online.",[14,3339,3340],{},"Why should you make sure Google Analytics is configured properly? Because fines for not being GDPR compliant are very high!",[14,3342,3343,3346],{},[52,3344,3345],{},"Lower level:"," Up to €10 million, or 2% of the worldwide annual revenue of the prior financial year, whichever is higher.",[14,3348,3349,3352],{},[52,3350,3351],{},"Upper level:"," Up to €20 million, or 4% of the worldwide annual revenue of the prior financial year, whichever is higher.",[24,3354,3356],{"id":3355},"is-gdpr-compliance-necessary","Is GDPR Compliance Necessary?",[14,3358,3359],{},"If, like most US businesses, your company has a web presence (marketing or sales) — or even if you run a location-independent survey that’s accessible to people in the EU — you may be subject to GDPR compliance.",[14,3361,3362],{},[38,3363,3364],{},"General global marketing doesn’t necessarily apply. For example, let’s say you’re a Texas-based company running a paid Facebook campaign (marketing a white-paper) and a man in Germany clicks on your advertisement and downloads your asset. GDPR likely won’t apply. BUT it absolutely would apply if that white-paper was titled “How Our Software Helps German Companies” and you have a dedicated landing page (with a .de domain suffix) for EU residents, and you accept euros and your advertisement is written in German.",[14,3366,3367,3368],{},"If you’re targeting data subjects in an EU country, if you’re monitoring behavior of EU residents as they visit your site, or if you’re regularly doing business within the EU, you should be GDPR compliant. ",[52,3369,3370],{},"If you’re unsure, consult your legal team.",[14,3372,3373],{},"Regardless of where you company stands with GDPR there are some Google Analytics issues that will be created with the roll out of GDPR.",[24,3375,3377],{"id":3376},"data-retention-settings","Data Retention Settings",[14,3379,3380],{},"Google recently released a data retention control feature. This feature allows you to manage how long Google stores user data on Google’ servers. The new default setting is 26 months, in the past there was no limit.",[14,3382,3383],{},[75,3384],{"alt":77,"src":3385},"\u002Fimages\u002Fblog\u002Fgdpr-ga-data-retention.webp",[14,3387,3388],{},"Retaining data may not seem that important on the surface, but Google has also stated that this setting does not affect most “standard reporting” based on aggregate data.",[14,3390,3391,3392,3395],{},"While Google spells out what reporting is NOT affected, it can be safe to assume that sampled data ",[38,3393,3394],{},"will"," be affected.",[14,3397,3398,3399],{},"A lot of the Google Analytics magic happens with ad-hoc reports that use sampled data. This sample data lets you slice and dice and use secondary dimensions to better analyze and find insights on the traffic and visitors to your site. It is assumed that this type of reporting will be limited unless you set your retention policy to “Do Not Automatically Expire.” This setting means that Google Analytics will keep all user data unless someone specifically request deletion. ",[38,3400,3401],{},"(Google is going to provide a user deletion tool in the upcoming days that will let users delete their records.)",[14,3403,3404,3405,3410],{},"Looking at the GDPR Data ",[206,3406,3409],{"href":3407,"rel":3408},"https:\u002F\u002Fec.europa.eu\u002Finfo\u002Flaw\u002Flaw-topic\u002Fdata-protection\u002Freform\u002Frules-business-and-organisations\u002Fprinciples-gdpr\u002Fhow-long-can-data-be-kept-and-it-necessary-update-it_en",[210],"collection policy",", you can see that personal data may be kept for reasons of scientific or historical research. Analytics at its core, is historical research enabling companies to learn from past data of user behavior, and to make improvements in the present and future.",[24,3412,3414],{"id":3413},"analytics-for-companies-impacted-by-gdpr","Analytics for Companies Impacted by GDPR",[14,3416,3417],{},"If you are a company that is affected by GDPR (General Data Protection Regulation) or you just want to play it safe, modifications of your analytics profile\u002Faccount can be complicated.",[14,3419,3420],{},"Google Analytics is not GDPR compliant “out of the box” because it collects IP addresses from web visitors. Fortunately, you can anonymize IP addresses in Google Tag Manager by setting the field “anonymizeIp” to “true.” This will limit some geographic reporting; however, IP addresses don’t conclusively provide the most accurate locations of all users, in most cases.",[14,3422,3423],{},[75,3424],{"alt":77,"src":3425},"\u002Fimages\u002Fblog\u002Fgdpr-ga-analytics-companies-impact.webp",[14,3427,3428],{},"Additionally, most Analytics profiles have custom feature options including Remarketing or Advertising Features. These features collect data and use the data for advertising purposes.",[14,3430,3431],{},[75,3432],{"alt":77,"src":3433},"\u002Fimages\u002Fblog\u002Fgdpr-ga-data-collection.webp",[14,3435,3436,3437,3442,3443,212],{},"According to ",[206,3438,3441],{"href":3439,"rel":3440},"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F2700409?hl=en",[210],"Google",", when using Google Analytics Advertising Features, you must also comply with the ",[206,3444,3447],{"href":3445,"rel":3446},"https:\u002F\u002Fwww.google.com\u002Fabout\u002Fcompany\u002Fuser-consent-policy.html",[210],"European Union User Consent Policy",[14,3449,3450,3451,3454],{},"One ",[38,3452,3453],{},"short term"," option is to turn these features off, and see where the dust settles after GDPR is rolled out on the May 25, 2018.",[14,3456,3457],{},"The long term solution is to implement a cookie consent “opt-in,” preferably a “geo fenced” consent tool that only shows up for web visitors in GDPR countries. This consent should cover ALL cookies and personal data on the entire website, not just Google Analytics and is a much larger part of GDPR compliance strategy.",[14,3459,3460],{},[52,3461,3462],{},"Further Reading:",[46,3464,3465,3471,3477,3484,3490],{},[49,3466,3467],{},[206,3468,3469],{"href":3469,"rel":3470},"https:\u002F\u002Fwww.jeffalytics.com\u002Fgdpr-compliance\u002F",[210],[49,3472,3473],{},[206,3474,3475],{"href":3475,"rel":3476},"https:\u002F\u002Fwww.jeffalytics.com\u002Fdata-retention-controls-google-analytics\u002F",[210],[49,3478,3479],{},[206,3480,3483],{"href":3481,"rel":3482},"https:\u002F\u002Fwww.reshiftmedia.com\u002Fgdpr-google-analytics-adwords",[210],"https:\u002F\u002Fwww.reshiftmedia.com\u002Fgdpr-google-analytics-adwords\u002F",[49,3485,3486],{},[206,3487,3488],{"href":3488,"rel":3489},"https:\u002F\u002Fwww.portent.com\u002Fblog\u002Finternet-marketing\u002Fgdpr-29-things-marketers-must-know.htm",[210],[49,3491,3492],{},[206,3493,3496],{"href":3494,"rel":3495},"https:\u002F\u002Fadwordss.googleblog.com\u002F2018\u002F03\u002Fchanges-to-our-ad-policies-to-comply-with-the-GDPR.html",[210],"https:\u002F\u002Fadwords.googleblog.com\u002F2018\u002F03\u002Fchanges-to-our-ad-policies-to-comply-with-the-GDPR.html",{"title":77,"searchDepth":291,"depth":291,"links":3498},[3499,3500,3501,3502],{"id":3333,"depth":291,"text":3334},{"id":3355,"depth":291,"text":3356},{"id":3376,"depth":291,"text":3377},{"id":3413,"depth":291,"text":3414},"2018-05-20","Google Analytics changes for  compliance with GDPR and not lose important data after May 25th?","\u002Fimages\u002Fblog\u002Fgdpr-coming.webp",{},"\u002Fblog\u002Fmarketing-analytics\u002Fgdpr-google-analytics",{"title":3324,"description":3504},"blog\u002Fmarketing-analytics\u002Fgdpr-google-analytics","gwTobmAXuIH_srsEMnmHhsyH7XXdCjQ8fMv8fIzLHRE",[],{"id":3513,"title":3514,"author":7,"authors":3515,"body":3516,"caption":7,"category":1526,"date":3595,"description":3596,"extension":318,"img":3597,"imgAlt":7,"meta":3598,"minutes":291,"navigation":322,"path":3599,"seo":3600,"seodescription":7,"seotitle":7,"stem":3601,"updated":7,"__hash__":3602,"people":3603},"blog\u002Fblog\u002Fmarketing-analytics\u002Fusing-screaming-frog-for-google-tag-manager.md","Using Screaming Frog for Google Tag Manager Implementation",[3149],{"type":11,"value":3517,"toc":3593},[3518,3521,3529,3552,3558,3561,3564,3567,3573,3576,3579,3585],[14,3519,3520],{},"As an agency MKG has audited a number of client’s Google Analytics accounts. With so many different ways to set up tracking in Google Tag Manager this can seem like a daunting task, but with the right tools it can be easy!\nToday I will walk through using Screaming Frog to check for GTM tags and ensure that any Google Tag Manager triggers are set up with “unique” variables so you are not inadvertently firing tags for buttons or links you don’t want to track.",[14,3522,3523,3524,212],{},"For example, one of our clients had a trigger and tag that fired on the rule “click_url” contains “mailto:” I could tell that many of the forms went to a support email address, but wasn’t 100% sure if there were any forms that would actually generate leads. In order to check I used ",[206,3525,3528],{"href":3526,"rel":3527},"https:\u002F\u002Fwww.screamingfrog.co.uk\u002Fseo-spider\u002F",[210],"Screaming Frog’s Seo Spider tool",[132,3530,3531,3534,3537,3549],{},[49,3532,3533],{},"Open Screaming Frog",[49,3535,3536],{},"In the top menu go to Configuration” > Custom > Extraction",[49,3538,3539,3540,3544,3545],{},"In the “Extractor 1” field I used XPath and put in the simple command“\u002F\u002Fa",[3541,3542,3543],"span",{},"starts-with(@href, 'mailto')","”\n",[75,3546],{"alt":3547,"src":3548},"Screaming Frog XPath","\u002Fimages\u002Fblog\u002Fscreaming-frog-extractor-xpath.webp",[49,3550,3551],{},"Click “ok” and start the crawl, Screaming Frog will now crawl the site and provide all the email address links on the site in the “extractor 1 column\"",[14,3553,3554],{},[75,3555],{"alt":3556,"src":3557},"Screaming Frog XPath Confirmation","\u002Fimages\u002Fblog\u002Fscreaming-frog-xpath.webp",[14,3559,3560],{},"A similar XPath string can also be used to identify which pages have Google Tag Manager or Google Analytics tracking on them and if there are multiple account_ids on the site.",[14,3562,3563],{},"UA- for analytics or GTM- for Google Tag Manager",[3565,3566],"hr",{},[14,3568,3569],{},[75,3570],{"alt":3571,"src":3572},"Screaming Frog Page Identifier","\u002Fimages\u002Fblog\u002Fscreaming-frog-last-modified.webp",[14,3574,3575],{},"You can also extract using regex to answer simple questions like “is this click_id on multiple pages”?",[14,3577,3578],{},"To do so go to the same configuration field, but choose regex and enter your command. If you’re looking for an exact click_id like “submit_button_2” then no fancy code is needed. Just enter “submit button_2” and Screaming Frog will show you what pages have that click_id so you can check to make sure you’re tracking the correct click or form submission.",[14,3580,3581],{},[75,3582],{"alt":3583,"src":3584},"Screaming Frog RegEx","\u002Fimages\u002Fblog\u002Fscreaming-frog-extractor-regex.webp",[14,3586,3587,3592],{},[206,3588,3591],{"href":3589,"rel":3590},"https:\u002F\u002Fwww.screamingfrog.co.uk\u002Fseo-spider\u002Fuser-guide\u002Fconfiguration\u002F#custom-extraction",[210],"Screaming Frog’s support page"," also has more commands and tips on using their tool for Google Tag Manager and Analytics applications.",{"title":77,"searchDepth":291,"depth":291,"links":3594},[],"2017-05-10","See how Screaming Frog can make Google Tag Manager and Google Analytics implementation easy!","\u002Fimages\u002Fblog\u002Fxml-sitemaps-generator.webp",{},"\u002Fblog\u002Fmarketing-analytics\u002Fusing-screaming-frog-for-google-tag-manager",{"title":3514,"description":3596},"blog\u002Fmarketing-analytics\u002Fusing-screaming-frog-for-google-tag-manager","sqcDtBtzkvUGYWgYuEoeYzJiVLSv37XhemvCU-4JhZc",[],{"id":3605,"title":3606,"author":7,"authors":3607,"body":3609,"caption":7,"category":1526,"date":3730,"description":3613,"extension":318,"img":7,"imgAlt":7,"meta":3731,"minutes":291,"navigation":322,"path":3732,"seo":3733,"seodescription":7,"seotitle":3734,"stem":3735,"updated":7,"__hash__":3736,"people":3737},"blog\u002Fblog\u002Fmarketing-analytics\u002Fcreating-a-new-google-analytics-property-using-google-tag-manager-gtm.md","Creating a New Google Analytics Property Using Google Tag Manager (GTM)",[3608],"Jessica Ward",{"type":11,"value":3610,"toc":3723},[3611,3614,3619,3622,3626,3643,3646,3650,3661,3664,3668,3671,3684,3688,3716,3720],[14,3612,3613],{},"Understanding how many people visit your website and what they do when they get there is important for everyone from the part-time blogger to the corporate CEO.",[2641,3615,3616],{},[14,3617,3618],{},"That's where Google Analytics comes into play - a robust, free tool that can help you understand the performance of your website.",[14,3620,3621],{},"This tutorial will help you create a new Google Analytics property using Google Tag Manager (GTM).",[24,3623,3625],{"id":3624},"step-1-create-new-property-in-google-analytics","Step 1: Create New Property in Google Analytics",[132,3627,3628,3637,3640],{},[49,3629,3630,3631,3636],{},"Go to the Admin section of ",[206,3632,3635],{"href":3633,"rel":3634},"https:\u002F\u002Fwww.google.com\u002Fanalytics\u002F",[210],"Google Analytics"," and ensure you are in the correct account.",[49,3638,3639],{},"Click on Create New Property and complete the form for the new property.",[49,3641,3642],{},"Make note of the new property Tracking ID - designated with UA.",[75,3644],{"src":3645},"\u002Fimages\u002Fblog\u002FGA-Create-New-Property.webp",[24,3647,3649],{"id":3648},"step-2-create-new-container-in-gtm","Step 2: Create New Container in GTM",[132,3651,3652,3655,3658],{},[49,3653,3654],{},"Login to Google Tag Manager and scroll down to the correct account.",[49,3656,3657],{},"Click on Create Container and complete the form for the new container.",[49,3659,3660],{},"Click on the new container name to update the tags and rules for it.",[75,3662],{"src":3663},"\u002Fimages\u002Fblog\u002FGTM-Account.webp",[24,3665,3667],{"id":3666},"step-3-place-gtm-code-on-website","Step 3: Place GTM Code on Website",[75,3669],{"src":3670},"\u002Fimages\u002Fblog\u002FGTM-Admin.webp",[132,3672,3673,3676],{},[49,3674,3675],{},"In the Admin tab for your new container, click on Install Google tag Manager to get your GTM code.",[49,3677,3678,3679,212],{},"Copy the code and paste it on all pages of your website immediately following the opening tag. For more information on installing the GTM code, visit the ",[206,3680,3683],{"href":3681,"rel":3682},"https:\u002F\u002Fdevelopers.google.com\u002Ftag-manager\u002Fquickstart",[210],"GTM Quick Start Guide",[24,3685,3687],{"id":3686},"step-4-create-a-new-tag-in-gtm","Step 4: Create a New Tag in GTM",[132,3689,3690,3696,3702,3713],{},[49,3691,3692,3693],{},"In the Container Overview, click on Add a New Tag. ",[75,3694],{"src":3695},"\u002Fimages\u002Fblog\u002FGTM-Container.webp",[49,3697,3698,3699],{},"Complete the form for Google Analytics > Universal Analytics with the GA Tracking ID from Step 1. ",[75,3700],{"src":3701},"\u002Fimages\u002Fblog\u002FGTM-GA-Tag-SetUp.webp",[49,3703,3704,3705],{},"Ensure the following settings are enabled\n",[46,3706,3707,3710],{},[49,3708,3709],{},"Display Advertising Features",[49,3711,3712],{},"Tracking Type is Pageview",[49,3714,3715],{},"For part four of the form, Fire On, select All Pages and click on Create Tag.",[24,3717,3719],{"id":3718},"step-5-publish-container","Step 5: Publish Container",[14,3721,3722],{},"Once you have ensured the first four steps have been completed, click the red publish button in the top right corner of your Google Tag Manager account.",{"title":77,"searchDepth":291,"depth":291,"links":3724},[3725,3726,3727,3728,3729],{"id":3624,"depth":291,"text":3625},{"id":3648,"depth":291,"text":3649},{"id":3666,"depth":291,"text":3667},{"id":3686,"depth":291,"text":3687},{"id":3718,"depth":291,"text":3719},"2015-11-09",{},"\u002Fblog\u002Fmarketing-analytics\u002Fcreating-a-new-google-analytics-property-using-google-tag-manager-gtm",{"title":3606,"description":3613},"Create A Google Analytics Property via GTM | MKG Marketing","blog\u002Fmarketing-analytics\u002Fcreating-a-new-google-analytics-property-using-google-tag-manager-gtm","tcgL1DXrDKozxjFLqEVmi4XPbO5fF0TrUKEn-mLYW98",[],{"id":3739,"title":3740,"author":7,"authors":3741,"body":3742,"caption":7,"category":1526,"date":4014,"description":77,"extension":318,"img":7,"imgAlt":7,"meta":4015,"minutes":2130,"navigation":322,"path":4016,"seo":4017,"seodescription":7,"seotitle":7,"stem":4018,"updated":7,"__hash__":4019,"people":4020},"blog\u002Fblog\u002Fmarketing-analytics\u002Fqa-optimizely-experiments.md","QA Optimizely Experiments: A 3-Step Guide",[2631],{"type":11,"value":3743,"toc":4003},[3744,3748,3757,3762,3766,3774,3777,3788,3795,3798,3802,3805,3808,3811,3819,3822,3830,3833,3837,3846,3849,3852,3855,3860,3863,3866,3890,3893,3896,3900,3903,3914,3918,3921,3924,3927,3931,3934,3937,3940,3958,3961,3964,3967,3970,3993,3997,4000],[24,3745,3747],{"id":3746},"how-do-you-qa-your-ab-testing-experiments","How do you QA your A\u002FB testing experiments?",[14,3749,3750,3751,3756],{},"When we first tried out ",[206,3752,3755],{"href":3753,"rel":3754},"https:\u002F\u002Foptimizely.com",[210],"Optimizely",", an A\u002FB testing tool, all we thought we had to do was to navigate to the 'Preview' option of the experiment variation and take a quick peak to QA the experiment.",[2641,3758,3759],{},[14,3760,3761],{},"Wrong!!!!!!\nOver the years, we've learned that the good-old-fashioned preview feature is only one of three different ways to perform quality assurance checks on your A\u002FB testing experiments.",[24,3763,3765],{"id":3764},"enter-the-3-step-qa-process","Enter: The 3 Step QA Process",[14,3767,3768,3769,3773],{},"As we have built and refined our own ",[206,3770,3772],{"href":3771},"\u002Fexpert-digital-marketing-services\u002Fmarketing-analytics\u002F","conversion rate optimization"," process over the past three years, we discovered there were three critical step to QA Optimizely experiments.",[14,3775,3776],{},"Those steps are...",[132,3778,3779,3782,3785],{},[49,3780,3781],{},"Viewing an experiment in the Preview pane",[49,3783,3784],{},"Testing across multiple browsers and OS's",[49,3786,3787],{},"Using a Force Parameter to load a paused experiment on a live staging URL",[14,3789,3790,3791,3794],{},"In order for an experiment to be cleared for takeoff, our QA process dictated that it needed to pass all three steps in our QA process from a minimum of  two  different members of the ",[206,3792,1415],{"href":3793},"\u002F"," team.",[14,3796,3797],{},"That being said, here is the order of operations we follow each time we QA an experiment.",[24,3799,3801],{"id":3800},"step-1-the-preview-pane","Step #1: The Preview Pane",[14,3803,3804],{},"This is probably the easiest step in the process: Using the preview feature within your experiment.",[75,3806],{"src":3807},"\u002Fimages\u002Fblog\u002FPreview-feature-of-Optimizely.webp",[14,3809,3810],{},"When we click on 'Preview', we're really looking for a few things:",[46,3812,3813,3816],{},[49,3814,3815],{},"Design: How does my design look? Sometimes this can change from the small-screen editor view to the blown up browser view that your site visitors will see.",[49,3817,3818],{},"Interaction: Do all the links click through, videos play, and interactive elements of the page operate as they should?",[14,3820,3821],{},"You can watch me mess around with the Preview feature at the 1:05 mark in the video below:",[14,3823,3824,3827],{},[206,3825],{"href":3826},"https:\u002F\u002Fyoutu.be\u002Fb8m7nRobED8?t=1m4s",[206,3828,3826],{"href":3826,"rel":3829},[210],[14,3831,3832],{},"Once you have checked the design and interaction within Preview, it's time to move on to the Cross Browser Testing step.",[24,3834,3836],{"id":3835},"step-2-checking-experiments-across-browsers-operating-systems","Step #2: Checking Experiments Across Browsers & Operating Systems",[14,3838,3839,3840,3845],{},"Did you know that Optimizely has a partnership with ",[206,3841,3844],{"href":3842,"rel":3843},"https:\u002F\u002Fcrossbrowsertesting.com",[210],"crossbrowsertesting.com"," that makes their tool free for you?",[14,3847,3848],{},"Yup, that little link there!",[75,3850],{"src":3851},"\u002Fimages\u002Fblog\u002Fcross-browser-and-OS-testing.webp",[14,3853,3854],{},"Before Optimizely plugged that feature into the experiment editor, we used to have to load up a few virtual machines in Parallels Desktop, fire up every version of Internet Explorer, Firefox, Chrome and Safari across both Windows  and  Mac in order to get a feel for how our experiment would render across browsers and operating systems.",[2641,3856,3857],{},[14,3858,3859],{},"No more I say!\nWhen you click on the cross-browsing testing option, you'll be taken to a web page that looks a little something like this (give it about 2 minutes to load):",[75,3861],{"src":3862},"\u002Fimages\u002Fblog\u002FScreengrabs-from-Cross-Browser-Testing.webp",[14,3864,3865],{},"When we review the experiment across browsers and OS's, we look for a few things:",[132,3867,3868,3871,3874,3877],{},[49,3869,3870],{},"Mobile versus Desktop: How does this experiment render across both mobile and desktop devices? Oftentimes, we'll scrap the mobile version of the experiment  or  create a specific experiment  only for mobile devices.",[49,3872,3873],{},"Design versus Code: A regular issue we run into is that we used the 'Move & Rearrange' feature in the editor to move a button or block of text around the page. This will render differently across different browsers and OS's. Check your intended design versus the code output that browsers interpret for site visitors.",[49,3875,3876],{},"Windowed versus Full Page: The windowed view is essentially your 'above the fold' look at the experiment. Full page allows you to see the entire page, which is obviously better if you made changes deeper into the page.",[49,3878,3879,3880,3883,3884,3889],{},"Pro Tip: Completely ",[52,3881,3882],{},"ignore Windows Vista and XP"," screenshots. For reasons unknown to me, those two versions of Windows absolutely destroy your design. Fortunately for you, not many people still use ",[206,3885,3888],{"href":3886,"rel":3887},"https:\u002F\u002Fwww.worldstart.com\u002Fhow-many-people-still-use-vista\u002F",[210],"Vista or XP"," :-)",[14,3891,3892],{},"One last word to the wise: There is a super handy 'download zipped screenshots' link at the bottom of the screenshot panel. We sometimes download these screenshots in order to pass them along to a client for approval or simply keep for our own QA-ing records.",[75,3894],{"src":3895},"\u002Fimages\u002Fblog\u002Fdownload-linked-screenshots-cbt.webp",[24,3897,3899],{"id":3898},"step-3using-the-force-parameter","Step #3: Using the force parameter",[14,3901,3902],{},"This is a trick that the Optimizely support team mentioned to us in a recent Optiverse Q&A session.",[2641,3904,3905],{},[14,3906,3907,3908,3913],{},"In essence, a force parameter allows you to force yourself to see a specific variation, even when it's paused.\nYou can read their ",[206,3909,3912],{"href":3910,"rel":3911},"https:\u002F\u002Fhelp.optimizely.com\u002Fhc\u002Fen-us\u002Farticles\u002F200107480",[210],"official documentation on that process here",", and we've outlined the steps to use the force parameter to perform QA below.",[81,3915,3917],{"id":3916},"step-1-enable-force-parameter-in-your-optimizely-account","Step 1: Enable Force Parameter in your Optimizely Account",[14,3919,3920],{},"Navigate to \"Settings\", then \"Privacy\" and then un-check the box marked \"Disable the Force Variation Parameter\" and hit the blue \"Save\" button.",[14,3922,3923],{},"By default, this feature is not available in your Optimizely account. And for good reason! If anybody was wise enough to use a force parameter, they could look at all of the experiments you have built in Optimizely even if you did not publish them.",[75,3925],{"src":3926},"\u002Fimages\u002Fblog\u002FForce-URL-Parameter-in-Optimizely-2.webp",[81,3928,3930],{"id":3929},"step-2firing-a-paused-experiment-into-a-live-staging-link","Step 2: Firing a Paused Experiment into a Live Staging Link",[14,3932,3933],{},"Alright, now you've got Optimizely all set up to allow you to use force parameters.",[14,3935,3936],{},"So what does this actually look like?",[14,3938,3939],{},"A force parameter is comprised of three elements:",[132,3941,3942,3945,3952],{},[49,3943,3944],{},"Simple match experiment URL: This is the URL the experiment is running on",[49,3946,3947,3951],{},[3948,3949,3950],"code",{},"?optimizely_xEXPERIMENTID",": The specific experiment ID",[49,3953,3954,3957],{},[3948,3955,3956],{},"=VARIATIONID",": The variation you want to fire. Using a tab system, Optimizely counts from left to right; from 0 to 1 to 2 to 3 ... As a rule of thumb, your original is always variation zero.",[14,3959,3960],{},"Wait ... what???",[14,3962,3963],{},"It'll look a little something like this:",[75,3965],{"src":3966},"\u002Fimages\u002Fblog\u002Fsample-force-parameter-URL.webp",[14,3968,3969],{},"Step-by-step, here is how you'll find the force parameter for your experiment.",[132,3971,3972,3975,3978,3981,3984,3987,3990],{},[49,3973,3974],{},"Open a tab in your browser and enter the simple match URL that you are experimenting on into the address bar.",[49,3976,3977],{},"In a separate tab, log into Optimizely and choose an experiment.",[49,3979,3980],{},"Go into 'Editor' mode.",[49,3982,3983],{},"Click on 'Options' dropdown on the far right and find 'Diagnostic' report.",[49,3985,3986],{},"Once you click on 'Diagnostic', you'll see a 9-digit 'Experiment ID' number. Write that down.",[49,3988,3989],{},"Choose the variation you'd like to see. Is it a simple A\u002FB test? Then variation zero is your original, and variation 1 is represented by the number 1.",[49,3991,3992],{},"Compile your force parameter URL and, opening a third tab in your browser, enter it into the address bar and hit enter.",[24,3994,3996],{"id":3995},"there-you-have-it","There you have it!",[14,3998,3999],{},"This is our three-step process to ensure every single conversion optimization experiment we launch is properly QA'd before hitting the 'Start' button.",[14,4001,4002],{},"Out of curiosity, how do the conversion marketers reading this post perform quality control checks on A\u002FB testing activity?",{"title":77,"searchDepth":291,"depth":291,"links":4004},[4005,4006,4007,4008,4009,4013],{"id":3746,"depth":291,"text":3747},{"id":3764,"depth":291,"text":3765},{"id":3800,"depth":291,"text":3801},{"id":3835,"depth":291,"text":3836},{"id":3898,"depth":291,"text":3899,"children":4010},[4011,4012],{"id":3916,"depth":297,"text":3917},{"id":3929,"depth":297,"text":3930},{"id":3995,"depth":291,"text":3996},"2015-04-27",{},"\u002Fblog\u002Fmarketing-analytics\u002Fqa-optimizely-experiments",{"title":3740,"description":77},"blog\u002Fmarketing-analytics\u002Fqa-optimizely-experiments","5r2NMGnjy4T46-rfKJrbe74VKjevMtGUtNjpzOec1vo",[2792],{"id":4022,"title":4023,"author":7,"authors":4024,"body":4025,"caption":7,"category":1526,"date":4350,"description":4351,"extension":318,"img":7,"imgAlt":7,"meta":4352,"minutes":586,"navigation":322,"path":4353,"seo":4354,"seodescription":7,"seotitle":4355,"stem":4356,"updated":7,"__hash__":4357,"people":4358},"blog\u002Fblog\u002Fmarketing-analytics\u002Fgoogle-analytics-intelligence-events-what-are-they.md","Google Analytics: What are Intelligence Events?",[2631],{"type":11,"value":4026,"toc":4343},[4027,4033,4050,4053,4057,4065,4068,4073,4076,4079,4082,4085,4093,4096,4100,4103,4106,4109,4182,4185,4189,4197,4201,4204,4210,4213,4218,4221,4224,4227,4230,4233,4236,4239,4242,4245,4248,4256,4259,4262,4265,4271,4274,4277,4280,4283,4289,4292,4295,4300,4303,4306,4309,4312,4315,4318,4323,4326,4329,4334,4337,4340],[2728,4028],{"width":4029,"height":4030,"scrolling":2733,"frameBorder":2733,"allow":4031,"src":4032},"100%",300,"autoplay","https:\u002F\u002Fw.soundcloud.com\u002Fplayer\u002F?url=https%3A\u002F\u002Fapi.soundcloud.com\u002Ftracks\u002F196505160&color=%23ff5500&auto_play=false&hide_related=false&show_comments=true&show_user=true&show_reposts=false&show_teaser=true&visual=true",[3028,4034,4036,4044,4045],{"style":4035},"font-size: 10px; color: #cccccc;line-break: anywhere;word-break: normal;overflow: hidden;white-space: nowrap;text-overflow: ellipsis; font-family: Interstate,Lucida Grande,Lucida Sans Unicode,Lucida Sans,Garuda,Verdana,Tahoma,sans-serif;font-weight: 100;",[206,4037,1415],{"href":4038,"title":1415,"target":4039,"rel":4040,"style":4043},"https:\u002F\u002Fsoundcloud.com\u002Fmkgmarketing","_blank",[4041,4042],"noopener","noreferrer","color: #cccccc; text-decoration: none;"," · ",[206,4046,4048],{"href":4047,"title":4048,"target":4039,"rel":4049,"style":4043},"https:\u002F\u002Fsoundcloud.com\u002Fmkgmarketing\u002Fwhat-are-google-analytics-intelligence-events","What Are Google Analytics Intelligence Events?",[4041,4042],[14,4051,4052],{},"For the TL;DR crowd: This podcast explores the intelligence events feature of Google Analytics. Listen to the audio above or skim through the excerpt and transcript below for more detailed information.",[24,4054,4056],{"id":4055},"google-analytics-intelligence-events-what-are-these-reports","Google Analytics Intelligence Events: What are These Reports?",[14,4058,4059,4060,4064],{},"As we mentioned in our post last week, ",[206,4061,4063],{"href":4062},"\u002Fblog\u002Fmarketing-analytics\u002Fgoogle-analytics-know-how-funnel-visualization-for-mobile-apps\u002F","Google Analytics Funnel Visualization Reports for Mobile Apps",", we hosted a Google Analytics meet up at our co-working space and got a really lively conversation going between Google Analytics practitioners and relative newbies.",[14,4066,4067],{},"Today's topic came from Max, a front-end web developer at Razor Frog web design:",[2641,4069,4070],{},[14,4071,4072],{},"What is the intelligence events feature? Do any Google Analytics users actually look at this?",[14,4074,4075],{},"First and foremost, let's define what intelligence events are straight from the Google support answers forum:",[75,4077],{"src":4078},"\u002Fimages\u002Fblog\u002Fdefinition-google-analytics-intelligence-events.webp",[14,4080,4081],{},"In plain English: intelligence events allow you to set up custom alerts when significant changes happen on your website.",[14,4083,4084],{},"A few use cases that we have implemented for our clients:",[132,4086,4087,4090],{},[49,4088,4089],{},"Revenue Spikes\u002FDips: For our clients that use the e-commerce tracking provided by Google Analytics, it's nice to know situations when revenue spikes or dips. We can set up automated email alerts and, if you configure your inbox correctly, these can actually push through as text messages to your mobile phone.",[49,4091,4092],{},"Segmented Traffic Spikes\u002FDips: We like to look at search engine traffic to our clients' websites  every single week.  We have found it's handy to set up a weekly intelligence event to fire if our search engine traffic has dropped, as it allows us to diagnose the problem that week instead of waiting to pull down SEO performance at the end of the month and letting performance possibly slide any further.",[14,4094,4095],{},"Now, here's how to set up an intelligence event.",[24,4097,4099],{"id":4098},"intelligence-events-video-step-by-step-set-up","Intelligence Events: Video & Step-by-Step Set Up",[14,4101,4102],{},"For the purpose of this exercise, I'm going to set up an intelligence event on our old website (retired circa January 2015) to monitor search engine traffic.",[2728,4104],{"src":4105,"width":3267,"height":3268,"frameBorder":2732,"allowFullScreen":322},"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FECZQmIByj5Y",[14,4107,4108],{},"For those who don't want to watch the video, here are the steps outlined directly from Google Analytics support forum.",[132,4110,4111,4118,4140,4147,4168],{},[49,4112,4113,4114,4117],{},"Select the ",[52,4115,4116],{},"Reporting"," tab.",[49,4119,4120,4121,4124,4125,4128,4129,4128,4132,4135,4136,4139],{},"Navigate to any one of the ",[52,4122,4123],{},"Intelligence Events"," reports (",[52,4126,4127],{},"Overview",", ",[52,4130,4131],{},"Daily",[52,4133,4134],{},"Weekly",", or ",[52,4137,4138],{},"Monthly Events",").",[49,4141,4142,4143,4146],{},"Above the table there is a tab labeled ",[52,4144,4145],{},"Custom Alerts",", click on that",[49,4148,4149,4150,4153,4154],{},"Next, you'll want to click **Manage Custom Events **and then, at the next screen, click the red ",[52,4151,4152],{},"+NEW ALERT"," button\n",[46,4155,4156,4159,4162,4165],{},[49,4157,4158],{},"Alert name : Enter a name for the alert.",[49,4160,4161],{},"Apply to : Select the reporting views to which you want to apply the alert.",[49,4163,4164],{},"Period : Select the frequency at which the alert can be generated (Day, Week, Month).",[49,4166,4167],{},"Send me an email when this alert triggers : Select this checkbox if you want to receive an email when the alert is generated. If you want other people to also receive email, open the other email addresses menu, click",[49,4169,4170,4171],{},"Click Set up your mobile phone to enter your mobile phone number.\n",[46,4172,4173,4176,4179],{},[49,4174,4175],{},"Alert Conditions :",[49,4177,4178],{},"This applies to : Select the dimension to which the alert applies.",[49,4180,4181],{},"Alert me when : Select the metric to which the alert applies, the condition that generates the alerts (e.g., Is less than, Is greater than), and enter the value for the condition (e.g., Is less than 20 ).",[14,4183,4184],{},"And there you have it! Your very own intelligence event is set up.",[24,4186,4188],{"id":4187},"any-other-questions","Any other questions?",[14,4190,4191,4192],{},"If you have any other questions, feel free to give me a shout directly over Twitter! Reach me at ",[206,4193,4196],{"href":4194,"rel":4195},"https:\u002F\u002Ftwitter.com\u002Fmikekrass",[210],"twitter.com\u002Fmikekrass",[81,4198,4200],{"id":4199},"transcript-of-google-analytics-meet-up-onintelligence-events","Transcript of Google Analytics meet up on Intelligence Events",[14,4202,4203],{},"Max: For so many of our clients the dashboards are blank.",[14,4205,4206,4207],{},"Mike: Yeah. ",[3541,4208,4209],{},"laughs",[14,4211,4212],{},"Max: Like when you have 3 million visits it's much more fun to look through all the data.",[14,4214,4215,4216],{},"Mike: Yeah, I picked this on purpose. Yeah. ",[3541,4217,4209],{},[14,4219,4220],{},"Max: It actually works.",[14,4222,4223],{},"Mike: Yeah. Do you guys at Razorfrog use real-time at all?",[14,4225,4226],{},"Max: A little bit.",[14,4228,4229],{},"Scott: It's like, \"Oh, someone's on the desktop version of our site right now.\" Or, \"Who's on hold?\" Or, \"Where are they coming from?\"",[14,4231,4232],{},"Steve: It's cool, but I don't have any real uses for it, personally.",[14,4234,4235],{},"Max: I use it for a bitcoin app, and I thought it was cool just to see people around the world using it, but no use for it really besides entertainment.",[14,4237,4238],{},"Mike: Do you use this at all?",[14,4240,4241],{},"Rob: Yeah, it was one of those things, kind of cool, but it's hard to draw any conclusions from any of the sites to this...",[14,4243,4244],{},"Mike: Yeah, the only way we use it at all is to QA things, primarily e-commerce, or any kind of tracking links to our site. You can go into real-time and look at conversions for example. And if I was testing something, say I made a new goal or something wasn't working in Google Analytics, I'd load up real-time on my second monitor and just watch it. And then I'd run through the conversion process and see if it popped or not.",[14,4246,4247],{},"Max: Yeah, it's a lot easier when you have a lot of traffic.",[14,4249,4206,4250,4252,4253],{},[3541,4251,4209],{}," Yeah, because GA, normally the data that is ingested and then displayed is about three or four or five hours behind. And that's based on Pacific Time too. So sometimes when you need to QA something, it doesn't behoove you to wait six hours. You want to see if it worked right now. ",[3541,4254,4255],{},"laugh",[14,4257,4258],{},"Liz, you had a GA meeting this morning, didn't you?",[14,4260,4261],{},"Liz: No.",[14,4263,4264],{},"Mike: Okay.",[14,4266,4267,4268],{},"Liz: Yes, sir. ",[3541,4269,4270],{},"laughter",[14,4272,4273],{},"Mike: I'm trying to set you up.",[14,4275,4276],{},"Rob: Yeah, I use it for QA-ing like that too, but other use cases, just testing whether or not those pages are tagged or you can use that. I've been questioning whether it has a tag on it or not, you can just go there and you can see.",[14,4278,4279],{},"Male: Should it come up or not?",[14,4281,4282],{},"Mike: Yeah. It's in the content section; you see all these URL's that just jump up.",[14,4284,4285,4286,4288],{},"Steven: So I interviewed with some company, I don't remember what it was, but they used the real-time. They had it on a TV up a wall, and they would watch it, and that's how they would know if their site was down. They just look over, and all of a sudden...",[3541,4287,4270],{},", \"Oh no, we've got to go fix the site.\"",[14,4290,4291],{},"Rob: That's one way.",[14,4293,4294],{},"Mike: It's like a good down detector?",[14,4296,4297,4298],{},"Steven: Yeah. ",[3541,4299,4209],{},[14,4301,4302],{},"Female: I was going to say, it would be interesting to look at it during a cyber sale, or something like Cyber Monday or Black Friday.",[14,4304,4305],{},"Rob: Mm-hmm, yeah, definitely. That would be cool.",[14,4307,4308],{},"Mike: Especially for e-commerce you want to make sure the second that something went down you'd want to know.",[14,4310,4311],{},"Female: Yeah. Totally.",[14,4313,4314],{},"Mike: You wouldn't want to wait for a couple of minutes and then realize that you were missing out on sales.",[14,4316,4317],{},"Jen: we can really benefit from real?",[14,4319,4320,4321],{},"Liz: Yeah, we have. ",[3541,4322,4209],{},[14,4324,4325],{},"Mike: You guys have some downages?",[14,4327,4328],{},"Natalie: Not lately, but...",[14,4330,4331,4332,212],{},"Natalie: ...there has been. It always seems to happen on a holiday, though, so...",[3541,4333,4209],{},[14,4335,4336],{},"Liz: Not as much since we got the new websites.",[14,4338,4339],{},"Male: Never want to use it.",[14,4341,4342],{},"Max: Yeah. It only goes down when people use it.",{"title":77,"searchDepth":291,"depth":291,"links":4344},[4345,4346,4347],{"id":4055,"depth":291,"text":4056},{"id":4098,"depth":291,"text":4099},{"id":4187,"depth":291,"text":4188,"children":4348},[4349],{"id":4199,"depth":297,"text":4200},"2015-03-23","Intelligence events allow you to set up custom alerts when significant changeshappen on your website.",{},"\u002Fblog\u002Fmarketing-analytics\u002Fgoogle-analytics-intelligence-events-what-are-they",{"title":4023,"description":4351},"Google Analytics: Intelligence Events","blog\u002Fmarketing-analytics\u002Fgoogle-analytics-intelligence-events-what-are-they","2olDZe2z65qBybPEylOzoldkaGYRsOCNvrGNQeI96xM",[2792],{"id":4360,"title":4361,"author":7,"authors":4362,"body":4363,"caption":7,"category":1526,"date":4609,"description":77,"extension":318,"img":7,"imgAlt":7,"meta":4610,"minutes":4611,"navigation":322,"path":4612,"seo":4613,"seodescription":7,"seotitle":4614,"stem":4615,"updated":7,"__hash__":4616,"people":4617},"blog\u002Fblog\u002Fmarketing-analytics\u002Fgoogle-analytics-making-use-automated-reports.md","Google Analytics: Making Use of Automated Reports",[2631],{"type":11,"value":4364,"toc":4602},[4365,4368,4371,4375,4379,4381,4386,4394,4397,4401,4404,4407,4410,4418,4422,4425,4428,4431,4434,4437,4440,4444,4447,4450,4453,4456,4459,4462,4465,4468,4471,4474,4477,4480,4483,4486,4489,4492,4495,4498,4501,4504,4507,4509,4512,4515,4518,4521,4524,4527,4529,4532,4535,4538,4541,4544,4547,4549,4552,4555,4558,4560,4563,4566,4569,4572,4575,4578,4581,4584,4587,4590,4593,4596,4599],[2728,4366],{"width":4029,"height":4030,"scrolling":2733,"frameBorder":2733,"allow":4031,"src":4367},"https:\u002F\u002Fw.soundcloud.com\u002Fplayer\u002F?url=https%3A\u002F\u002Fapi.soundcloud.com\u002Ftracks\u002F195707412&color=%23ff5500&auto_play=false&hide_related=false&show_comments=true&show_user=true&show_reposts=false&show_teaser=true&visual=true",[14,4369,4370],{},"For the TL;DR crowd: This podcast explores the automated reports feature of Google Analytics. Listen to the audio above or skim through the excerpt and transcript below for more detailed information.",[24,4372,4374],{"id":4373},"google-analytics-what-areautomated-reports","Google Analytics: What are Automated Reports?",[14,4376,4059,4377,4064],{},[206,4378,4063],{"href":4062},[14,4380,4067],{},[2641,4382,4383],{},[14,4384,4385],{},"** My clients are asking for automated reports to be delivered by email. Any helpful hints on that front? **\nI personally have a few opinions (based on experience) with automated reports:",[132,4387,4388,4391],{},[49,4389,4390],{},"Automated Reports Contain Zero Analysis: These automated reports from GA are a blessing and a curse; with no analysis, really all they do is tell you facts and figures while leaving you guessing what actually drove that activity on your website or mobile app. In short: You end up with more questions than answers.",[49,4392,4393],{},"GA Automated Reports Should be Contained: Building on point #1 above, these reports can be super helpful if you a) set them up correctly, and b) read them correctly.",[14,4395,4396],{},"We have a few hard and fast rules when agreeing to send automated reports from Google Analytics.",[24,4398,4400],{"id":4399},"rule-1-macro-level-metrics-only","Rule #1: Macro-Level Metrics Only",[14,4402,4403],{},"The last thing you want to do is get completely bogged down in specific report details ... and then not be able to dive into the data to learn more.",[14,4405,4406],{},"Automated reports are  static --  you can't adjust the timing, play with the data or add additional segments for analysis. The report arrives as-is and cannot be changed, so design your report according.",[14,4408,4409],{},"As a point of reference, we tend to include the following elements in all automated reports:",[132,4411,4412,4415],{},[49,4413,4414],{},"Comparison: If you're looking at an automated report every month, then we want to wire it up so that it comes data to the  previous  month so some useful analysis can be display.",[49,4416,4417],{},"Core KPI's Only: Don't worry about adding pages per visit (unless you're a media outlet, of course :-D) but instead focus on core KPI's. Examples include e-commerce activity, sales data, lead activity, email opt-ins ... you get the point.",[24,4419,4421],{"id":4420},"rule-2-cadence-is-key","Rule #2: Cadence is Key",[14,4423,4424],{},"Don't bog your inboxes down by sending automated reports  every single day ; you won't even have time to read today's report half the time!",[14,4426,4427],{},"More importantly, the data you analysis day-over-day will put blinders on the big picture of your websites performance; namely sales activity, leads generated or email addresses captured (to name a few KPI's).",[14,4429,4430],{},"Here' s a highlighted screengrab that shows where you can set the cadence of these reports.",[75,4432],{"src":4433},"\u002Fimages\u002Fblog\u002FGoogle-Analytics-Automated-Reports-Cadence.webp",[14,4435,4436],{},"If you have any questions about automated reports in Google Analytics, feel free to give us a shout!",[14,4438,4439],{},"For those interested in the transcript of our meet up, read along below:",[81,4441,4443],{"id":4442},"transcript-of-google-analytics-meet-up-on-automated-reports","Transcript of Google Analytics meet up on Automated Reports",[14,4445,4446],{},"Mike: Oh, Max, you guys were talking about automated reports in a PDF format on a weekly basis. So something like this.",[14,4448,4449],{},"Max: Yeah. We got a few set up, but they're just [pause] cumbersome. And I was trying to spend a while actually getting that content into a body of an email, which doesn't seem like it's possible using Google Analytics. I found some third party service which will do it, if I pay them, of course. It's actually a pretty nice little email. They're really digestible, nice charts and graphs right in line with text, as opposed to, \"Hey, look at this PDF, and stare at it for a while and try to figure out what it says.\"",[14,4451,4452],{},"Mike: Yeah.",[14,4454,4455],{},"Max: Because even a PDF, when you have a screen like this, isn't completely like, \"How am I doing? How are things?\"",[14,4457,4458],{},"[laughter]",[14,4460,4461],{},"Max: You have to really look at it to figure out what's going on.",[14,4463,4464],{},"Steven: You do get these PDF's to auto-send?",[14,4466,4467],{},"Max: Yeah.",[14,4469,4470],{},"Steven: So they send you weekly reports or whatever they want to?",[14,4472,4473],{},"Max: ...on site here.",[14,4475,4476],{},"Mike: You click on this little button called email, and say daily, weekly, monthly, quarterly. Pick the day. Normally it shows up in the early morning, like between 3 and 6 a.m.",[14,4478,4479],{},"Max: Yeah, it's got some smaller ones weekly and bigger ones monthly. And [pause] the briefmetrics.com are the ones who make the a little more digestible emails. I guess it's some guy that worked at Google Analytics, but came in for a slightly prettier version for pariahs. Kind of hard to digest.",[14,4481,4482],{},"Mike: [chuckle] Yeah.",[14,4484,4485],{},"Jen: See what you did there or like this?",[14,4487,4488],{},"Max: Yeah?",[14,4490,4491],{},"Mike: [laughs] So did your clients start asking for this or did you just bring it to them?",[14,4493,4494],{},"Max: A few. I'm thinking a lot of people would like more, though, and just don't even really know it's there or kind of forgot about it. Just for the most part it's, \"Hey, I'm using your sites, and here's how to use it. And here's where all your analytics are, and you're probably never going to go look at them, but you should.\"",[14,4496,4497],{},"Mike: Hmm.",[14,4499,4500],{},"Jen: Just so you know, I never look at our analytics.",[14,4502,4503],{},"Mike: Here we go. Liz or Rob, do you guys do any automated reports? Or is this not something you guys do at all?",[14,4505,4506],{},"Liz: We may? [laughs]",[14,4508,4458],{},[14,4510,4511],{},"Jen: It's really new for us, right?",[14,4513,4514],{},"Liz: Our Google Analytics, when we had it set up, was really bad. And within the last three months, our director of e-commerce has spent a lot of time cleaning it up and making new dashboards. So that's where I come in, just helping her, getting it set up. So we're still figuring out our reporting and how we're going to get it to our hotel properties which are our clients.",[14,4516,4517],{},"Mike: And to provide some context, you guys have what 30 or 40 or 50 hotels?",[14,4519,4520],{},"Jen: We have 32 right now, and a lot in the works. We just partnered with a new chat room company and that's going to bring in a lot more hotels. So it's good that we are doing this now, so we can bring down, [pause] so we can start their analytics correctly from the get go.",[14,4522,4523],{},"Mike: So that's 30 something, 32 individual analytics accounts that you guys look at.",[14,4525,4526],{},"Jen: Yes.",[14,4528,4264],{},[14,4530,4531],{},"Liz: And then, well, we do have, [pause] a lot of the hotels have their individual websites, as well as posts from our main corporate ones. So we look at the analytics of that as well. And then we have our media channels. So we use it for everything. We also have a loyalty club website so yeah.",[14,4533,4534],{},"Mike: Mm-hmm.",[14,4536,4537],{},"Max: One thing that's really nice about the dashboards, if you're not aware that you can import and export them. And so you can just search for analytics dashboards and find websites full of...",[14,4539,4540],{},"Rob: Interesting.",[14,4542,4543],{},"Max: ...e-commerce dashboards, and social media dashboards, and Dropbox dashboards...",[14,4545,4546],{},"Male: Or like WordPress type dashboards.",[14,4548,4452],{},[14,4550,4551],{},"Max: ...and really for anything.",[14,4553,4554],{},"Male: ...yeah you just...",[14,4556,4557],{},"Mike: On the left side it says new dashboards, and you can do blank or starter. [pause] I'm sorry; import from gallery is what Max is talking about.",[14,4559,4540],{},[14,4561,4562],{},"Mike: So you can pick any of these like these sections.",[14,4564,4565],{},"Max: ...all sorts you can end up with a hundred different ones to see what works.",[14,4567,4568],{},"Male: Uh-huh.",[14,4570,4571],{},"Max: ...or what makes sense.",[14,4573,4574],{},"Mike: So, some of these are really good. Like Occam's Razor Awesomeness is one of the best ones in my opinion. It's run by Avinash something, I can't pronounce his last name. Kaushik? Anyways, he's a GA evangelist. I think he's still a Google employee. And he's got Occam's Razor, his blog is one of the best Google Analytics blogs in the world. The guy's pretty awesome. So he's got a slew of dashboards that he really likes. And what's really nice is they have the ratings here too and how many people are using them. So it gives you an idea before you actually load this up and start monkeying with it. Like, \"Are people using this? And what do they think about it,\" which is nice.",[14,4576,4577],{},"Rob: Can you toggle between the different dashboards easily? Or are you just going to have to use one?",[14,4579,4580],{},"Max: Yeah, they show up a lot there on hot lists.",[14,4582,4583],{},"Mike: So I've got, for this client, we have four dashboards. One is for search-marketing, Twitter ads, LinkedIn, and Facebook. And so you just jump between them. These are all pretty basic.",[14,4585,4586],{},"Steve: The dashboards. Are some free and some you have to pay for?",[14,4588,4589],{},"Mike: They're all free. I've never paid for any.",[14,4591,4592],{},"Steve: ...paid ones.",[14,4594,4595],{},"Mike: Yeah. I know GA has shortcuts. I use this for smaller stuff. But sometimes it's really nice. This is harder to export and share with people, so it's nice to have the dashboard because you can actually share in the solutions gallery. Which means if you have a dashboard you really like you can upload it so other people can use it. Or you can share the template link. So say your client or your team hates getting up email in the morning, there's just a link that will always be constant and they can look at it at any given time. They'll just click on it.",[14,4597,4598],{},"Max: So a nice little hotlink?",[14,4600,4601],{},"Mike: Yeah. So if you're looking, like you can tell for this client we are looking, at advertising in SEO, we always look at generally the same metrics. So this will paint, maybe like three quarters of the story. Like with this SEO dashboard we can tell, \"Are trials up or down month over month when you do a comparison? Was revenue down month over month?\" And you can just easily take a look at whatever kind of comparison you want. And then you probably dive a little bit deeper into Google Analytics to find out the \"why,\" but it at least tells you where to poke, you know?",{"title":77,"searchDepth":291,"depth":291,"links":4603},[4604,4605,4606],{"id":4373,"depth":291,"text":4374},{"id":4399,"depth":291,"text":4400},{"id":4420,"depth":291,"text":4421,"children":4607},[4608],{"id":4442,"depth":297,"text":4443},"2015-03-16",{},8,"\u002Fblog\u002Fmarketing-analytics\u002Fgoogle-analytics-making-use-automated-reports",{"title":4361,"description":77},"Google Analytics: Automated Reports","blog\u002Fmarketing-analytics\u002Fgoogle-analytics-making-use-automated-reports","1sHoNQpOkCQqLKJ4bImyEmr_P3X8LfmR89qQWyOXNN4",[2792],{"id":4619,"title":4620,"author":7,"authors":4621,"body":4622,"caption":7,"category":1526,"date":4793,"description":77,"extension":318,"img":7,"imgAlt":7,"meta":4794,"minutes":2130,"navigation":322,"path":4795,"seo":4796,"seodescription":7,"seotitle":4797,"stem":4798,"updated":7,"__hash__":4799,"people":4800},"blog\u002Fblog\u002Fmarketing-analytics\u002Fgoogle-analytics-know-how-funnel-visualization-for-mobile-apps.md","Google Analytics Know How: Funnel Visualization for Mobile Apps",[2631],{"type":11,"value":4623,"toc":4788},[4624,4627,4630,4634,4643,4646,4655,4658,4661,4672,4675,4678,4682,4685,4688,4691,4694,4701,4704,4707,4710,4713,4716,4723,4726,4729,4732,4735,4738,4741,4744,4747,4750,4753,4756,4759,4762,4765,4770,4773,4776,4779,4782],[2728,4625],{"width":4029,"height":4030,"scrolling":2733,"frameBorder":2733,"allow":4031,"src":4626},"https:\u002F\u002Fw.soundcloud.com\u002Fplayer\u002F?url=https%3A\u002F\u002Fapi.soundcloud.com\u002Ftracks\u002F194435855&color=%23ff5500&auto_play=false&hide_related=false&show_comments=true&show_user=true&show_reposts=false&show_teaser=true&visual=true",[14,4628,4629],{},"For the TL;DR crowd: This podcast explores Google Analytics to find out where mobile app users drop off in the purchase process. Listen to the audio above or skim through the excerpt and transcript below for more detailed information.",[24,4631,4633],{"id":4632},"google-analytics-know-how-finding-out-where-users-drop-off-in-mobile-app-purchases-with-a-funnel-visualization-snapshot","Google Analytics Know How: Finding Out Where Users Drop Off in Mobile App Purchases with a Funnel Visualization Snapshot",[14,4635,4636,4637,4642],{},"A few weeks back I hosted the inaugural Google Analytics meet up at ",[206,4638,4641],{"href":4639,"rel":4640},"https:\u002F\u002Fnextspace.us?utm_source=mkgmarketinginc",[210],"NextSpace",", a co-working space based in San Francisco. As an active Google Analytics practitioner, I was interested in meeting up with non-practioneers to hear their use cases and questions about Google Analytics.",[14,4644,4645],{},"This initial meet up spawned a few really solid topics (more on those in a later post), but the one that we'll discuss today came from Carlos, an iOS developer here in San Francisco:",[2641,4647,4648],{},[14,4649,4650,4651,4654],{},"** Can I figure out where my app users drop off in the mobile checkout process? **\nLuckily for Carlos, the short answer is ",[52,4652,4653],{},"YES",". Using a Funnel Visualization report (example below), you can figure out at exactly what steps users dropped out of your purchase funnel.",[75,4656],{"src":4657},"\u002Fimages\u002Fblog\u002FGoogle-Analytics-Funnel-Vizualization-Report.webp",[14,4659,4660],{},"It's pretty simply to wire up this report:",[132,4662,4663,4666,4669],{},[49,4664,4665],{},"Navigate to Conversions\"",[49,4667,4668],{},"Expand the \"Goals\" option",[49,4670,4671],{},"Click on \"Funnel Visualization\"",[14,4673,4674],{},"Voila!",[14,4676,4677],{},"For those interested in the full transcript, read along below:",[81,4679,4681],{"id":4680},"transcript-of-google-analytics-meet-up","Transcript of Google Analytics meet up",[14,4683,4684],{},"Liz: I'm Liz. I work for a hotel company, and we use Google Analytics exclusively for all of our traffic, and seeing our customer's path, clicking.",[14,4686,4687],{},"Scott: I'm Scott. I work at Razorfrog Web Design. We use Google Analytics to optimize sites, look at page feed, and that kind of stuff.",[14,4689,4690],{},"Max: I work with Scott. I'm Max. We use it for all our clients, some 150 various accounts that we're looking at right now, some much more than others. I'm trying to make sense of it for them, on their behalf, trying to look through it on our behalf, just where we can make improvements, for pages, and conversions, and goals. A lot more for our own site, with goal tracking, and Dropbox, and forms, and those units and things.",[14,4692,4693],{},"Carlos: Hi, I'm Carlos. I'm a developer. I installed it, and I want to know more.",[14,4695,4696,4697,4700],{},"Steven: I'm Steven. I'm a co-founder for a company called ",[3541,4698,4699],{},"inaudible 00:01:06",", and we use Google Analytics for tracking, and here to learn how to use it more.",[14,4702,4703],{},"Natalie: I'm Natalie, and I don't know anything about Google Analytics. I'm here to eat my lunch and listen to the sound of Mike's voice.",[14,4705,4706],{},"Jen: Me too.",[14,4708,4709],{},"Mike: Eat lunch. That's going in the meeting minutes. Eat lunch and listen to Mike. Jen seconds. All right.",[14,4711,4712],{},"Jen: We're the cheerleaders.",[14,4714,4715],{},"Steve: Hi I'm Steve. I'm currently taking some tech courses, but looking to do some development shortly. We just want to learn more about Google Analytics, details and specifics.",[14,4717,4718,4719,4722],{},"Rob: I'm Rob; I'm the founder of Senior Care Web Business. We use Google Analytics for user acquisition, where people are coming from, which channels have ROI. And then also conversion tracking, and what percentage of people are buying something, and where they are coming from so that we can make smarter business decisions. ",[3541,4720,4721],{},"pause"," And eat my sandwich.",[14,4724,4725],{},"Mike: Well, if we want to just start by just addressing use cases, I think Carlos had one out of the gate.",[14,4727,4728],{},"Carlos: Yep.",[14,4730,4731],{},"Mike:  So, I think Carlos your initial question was like, \"Where do people drop off?\" And in Google Analytics, there in the goals section you can do a funnel visualization. So, you can start from anywhere. But we should start from e-commerce.",[14,4733,4734],{},"Max: And you can make lots of them and save them all?",[14,4736,4737],{},"Mike: Yes.",[14,4739,4740],{},"Carlos: So you can basically decide what pages you are tracking at the go?",[14,4742,4743],{},"Mike: Well, Google Analytics, as long as you deploy it on your entire site, or the app, it will grab anything. So you can pick a page here. It just starts at like an index or an entrance. So in reality this is like the homepage. This is our client's homepage.",[14,4745,4746],{},"And there's not much in this goal, because you just basically go from the homepage to trial. And either you make it or you don't. So, you can see here that this shows about 40,000 people, or about a fourth, a little more than a fourth, just drop off. And they end up dropping off to just an exit the website, they make it to checkout but they don't go all the way. They end up going to a product page, a different product page.",[14,4748,4749],{},"So you can do this. This is probably a better funnel. Here we go. This is what it would look like for a shopping cart, so you can see the entrance here on the left. And then it's PD, this is our product pages and then they actually get into the cart. So it shows 10% of people make it to the cart.",[14,4751,4752],{},"And then there's individual phases. So a great thing here to see is that 98, almost 99% of people make it from the cart entrance to their billing info. And then you see the drop-off.",[14,4754,4755],{},"Max: If people wanted to check out, but then they change their minds when they're entering billing.",[14,4757,4758],{},"Mike: Yeah. So that's how we use this for this client is to call out those drop-offs. It's really tangible for this client because with 31,000 drop-offs, their product costs 80 bucks a month, or 80 bucks. So they're leaving $2.5 million on the table in the last month.",[14,4760,4761],{},"So we're not saying you're going to get all of that, because that's never possible, but you could at least get some of it.",[14,4763,4764],{},"Natalie: That's a lot!",[14,4766,4767],{},[3541,4768,4769],{},"chuckles",[14,4771,4772],{},"Mike: Yeah. So that's a good example of the question you had, Carlos.",[14,4774,4775],{},"Carlos: Mm-hmm. That absolutely completely answered that.",[14,4777,4778],{},"Mike: And you can do that all these goals that are set up are the same types of goals you can set up for mobile devices.",[14,4780,4781],{},"Carlos: Mm-hmm.",[14,4783,4784,4785,4787],{},"Mike: So, you can set up those goals for in-app purchases, ",[3541,4786,4721],{}," you know, downloads, anything like that.",{"title":77,"searchDepth":291,"depth":291,"links":4789},[4790],{"id":4632,"depth":291,"text":4633,"children":4791},[4792],{"id":4680,"depth":297,"text":4681},"2015-03-09",{},"\u002Fblog\u002Fmarketing-analytics\u002Fgoogle-analytics-know-how-funnel-visualization-for-mobile-apps",{"title":4620,"description":77},"Google Analytics: Funnel Visualization for Mobile Apps","blog\u002Fmarketing-analytics\u002Fgoogle-analytics-know-how-funnel-visualization-for-mobile-apps","8yiqYzcQdXrJ--ZothvtQWZ8YUv08ki_HMGTsllQJQI",[2792],{"id":4802,"title":4803,"author":7,"authors":4804,"body":4805,"caption":7,"category":1526,"date":4965,"description":4966,"extension":318,"img":7,"imgAlt":7,"meta":4967,"minutes":1790,"navigation":322,"path":4968,"seo":4969,"seodescription":7,"seotitle":7,"stem":4970,"updated":7,"__hash__":4971,"people":4972},"blog\u002Fblog\u002Fmarketing-analytics\u002Fhow-to-chart-organic-search-ctr-curve-using-google-webmaster-tools.md","How to Chart Organic Search CTR Curve Using Google Webmaster Tools",[9],{"type":11,"value":4806,"toc":4957},[4807,4810,4813,4818,4821,4825,4828,4831,4834,4837,4840,4844,4847,4869,4874,4877,4891,4894,4898,4901,4904,4907,4910,4913,4917,4920,4923,4926,4929,4932,4936,4939,4943,4946],[14,4808,4809],{},"A few months back the team published our goals for 2014. These goals included personal as well as company growth ideals that we as a group and individuals wanted to strive to achieve.",[14,4811,4812],{},"Among many of our goals for this year, one of them stood out to amongst the rest:",[2641,4814,4815],{},[14,4816,4817],{},"Live a day in your co-workers shoes",[14,4819,4820],{},"That being said, I decided to live a day in the shoes of our Search Engine Marketing (SEM) expert, Christian Bullock",[24,4822,4824],{"id":4823},"my-mission-chart-ctr-by-organic-search-position","My Mission: Chart CTR by Organic Search Position",[14,4826,4827],{},"Search engine marketers really care a lot about keyword rankings; better rankings tend to lead to more traffic, conversions and revenue.",[14,4829,4830],{},"Folks at Catalyst and Slingshot SEO have released CTR curves by organic search position, but these were always based upon their own analytics data. See an example below:",[14,4832,4833],{},"But can you actually quantify the value of keyword improvements from position #5 to position #2 for your own brand?",[14,4835,4836],{},"Short answer: YES!",[14,4838,4839],{},"Using Google Webmaster Tools, you can calculate the traffic and monetary value of increasing the position on a specific keyword.",[24,4841,4843],{"id":4842},"step-0-setting-up-methodology","Step 0: Setting Up Methodology",[14,4845,4846],{},"This concept first came to me after reading an article on iPullRank titled Google Webmaster Tools Killed the CTR Study, which was inspired by a tweet from Moz's Cyrus Sheppard (see below):",[2641,4848,4851,4864,4865],{"className":4849},[4850],"twitter-tweet",[14,4852,4855,4856,1043,4860],{"lang":4853,"dir":4854},"en","ltr","Wow, Webmaster Tools now showing exact keyword clicks for each URL. Ht ",[206,4857,4859],{"href":4858},"https:\u002F\u002Ftwitter.com\u002Fthogenhaven?ref_src=twsrc%5Etfw","@thogenhaven",[206,4861,4863],{"href":4862},"http:\u002F\u002Ft.co\u002FqOiD6wnuOl","pic.twitter.com\u002FqOiD6wnuOl","— Cyrus - Zyppy SEO (@CyrusShepard) ",[206,4866,4868],{"href":4867},"https:\u002F\u002Ftwitter.com\u002FCyrusShepard\u002Fstatus\u002F420420895144824832?ref_src=twsrc%5Etfw","January 7, 2014",[4870,4871],"script",{"async":322,"src":4872,"charSet":4873},"https:\u002F\u002Fplatform.twitter.com\u002Fwidgets.js","utf-8",[14,4875,4876],{},"With these two search marketing thought leaders showing the way, I decided to set up the following parameters for our CTR curve study example:",[46,4878,4879,4882,4885,4888],{},[49,4880,4881],{},"What We Want to Achieve: I wanted to understand the amount of drop off from the first few organic search positions -- is it as drastic as Slingshot and Catalyst CTR research had originally suggested?",[49,4883,4884],{},"Statistical Significance: Mike King's CTR research was based off a few hundred impressions and clicks. To build on his results, we wanted to look at hundred's of thousands of impressions and clicks to create a higher confidence in the results. Additionally, we only looked at search queries with 10+ impressions to weed out super long tail keywords.",[49,4886,4887],{},"Vertical: I decided to white label one of our e-commerce client's data, as they have a relatively deep website and have been around for 20+ years",[49,4889,4890],{},"Time Frame: We pulled this data for Q1 of this calendar year, 2014",[14,4892,4893],{},"So what are we waiting for? Let's get going!",[24,4895,4897],{"id":4896},"step-1-pulling-ctr-data-for-organic-search","Step 1: Pulling CTR data for organic search",[14,4899,4900],{},"To protect our client's data, we've shown all screenshots on MKG Marketing's Google Webmaster Tool profile.",[14,4902,4903],{},"The first step of this process is to log in to Google Webmaster Tools and visit the 'Search Traffic' section of the user interface.",[14,4905,4906],{},"As the drop down options expand, click on search queries.",[14,4908,4909],{},"This will drop you onto a page titled 'Search Queries'. You can clearly see the keyword queries that are generating impressions, clicks and avg. position on Google's search engine.",[14,4911,4912],{},"You'll want to select the correct dates (upper right corner) and then click on 'Download this table' option.",[24,4914,4916],{"id":4915},"step-2-chart-ctr-curve-data-in-excel","Step 2: Chart CTR Curve Data In Excel",[14,4918,4919],{},"Now that you've pulled down the data, you'll need create a small table and perform a SUMIF function to pull down impressions and clicks by ad position.",[14,4921,4922],{},"Take a look at the SUMIF table we created below (first 10 positions only):",[14,4924,4925],{},"Next up, make a simple line graph and you'll have CTR performance by organic search position for your brand!",[14,4927,4928],{},"At a high level, we can clearly see that positions #1 and #2 are the most valuable places for this e-commerce client to appear. Additionally, doing an in-depth analysis across long tail keywords would help us uncover the value of those keywords to our brand.",[14,4930,4931],{},"More importantly, this graph is telling us that we should target keywords ranked #3 or worse to try to capture a #2 or #1 ranking. The biggest and most attainable gains are those rank #3 keywords and turning them into a #2 or #1 ranking.",[24,4933,4935],{"id":4934},"step-3-analyze-ctr-performance-data","Step 3: Analyze CTR performance data",[14,4937,4938],{},"This simple chart should give analyst \u002F measurement team everything they need to understand where your most profitable keyword positions live for both first page search engine results page (SERP) rankings as well as for long tail keywords.",[24,4940,4942],{"id":4941},"in-conclusion-what-i-learned-by-playing-search-marketer-for-a-day","In Conclusion: What I Learned By Playing Search Marketer for a Day",[14,4944,4945],{},"I learned a few things (in no particular order) by working a day in Christian's shoes:",[46,4947,4948,4951,4954],{},[49,4949,4950],{},"Google Webmaster Tools (GWT) has a ton of valuable features and search marketers should take advantage of the capabilities it provides. Along with the CTR curve analysis, GWT also provides keyword data for impression, click and average position -- something that Google Analytics now pipes in as (not provided) traffic.",[49,4952,4953],{},"Looking at a CTR curve holistically is valuable, but breaking down CTR curve by branded versus non-branded keywords could help brands uncover potential big wins or insights based on how users are searching for their products on the web.",[49,4955,4956],{},"Give back to the search marketing community!",{"title":77,"searchDepth":291,"depth":291,"links":4958},[4959,4960,4961,4962,4963,4964],{"id":4823,"depth":291,"text":4824},{"id":4842,"depth":291,"text":4843},{"id":4896,"depth":291,"text":4897},{"id":4915,"depth":291,"text":4916},{"id":4934,"depth":291,"text":4935},{"id":4941,"depth":291,"text":4942},"2014-04-14","In learning more about SEO, Kerry Guard learned how to Chart Organic Search CTR, for Search Director Christian Bullock.",{},"\u002Fblog\u002Fmarketing-analytics\u002Fhow-to-chart-organic-search-ctr-curve-using-google-webmaster-tools",{"title":4803,"description":4966},"blog\u002Fmarketing-analytics\u002Fhow-to-chart-organic-search-ctr-curve-using-google-webmaster-tools","0j-wbK2aWi2RiybL-WlK6NLhZIErrqWpuqtSqRKqIqo",[4973,5025],{"id":4974,"title":9,"body":4975,"date":7,"description":5009,"extension":318,"images":5010,"isLeader":322,"jobTitle":5012,"linkedIn":5013,"meta":5014,"name":9,"navigation":322,"path":5016,"quote":5017,"quoteCite":5018,"ref":5019,"seo":5020,"sequence":3316,"stem":5021,"team":5022,"twitter":5013,"updated":7,"website":5023,"__hash__":5024},"team\u002Fteam\u002Fkerry-guard.md",{"type":11,"value":4976,"toc":5006},[4977,4981,4989,4997,5001],[14,4978,4980],{"className":4979},[2799],"Kerry Guard (she\u002Fher) is a mom of twins - boy and a girl. She understands what work life balance really looks like and is on a mission to build a company that honors parents having a career and a life. She’s out to prove you really can have both with policies like ensuring 20 days of vacation each year, no client emails after 6PM or weekends, unlimited sick days, and everyday flexibility.",[14,4982,4983,4984,4988],{},"She also hosts our podcast, ",[206,4985,4987],{"href":4986},"\u002Fpodcasts\u002Fmarketing-leaders\u002F","Back on T-R-A-C-K",", which brings eight digital marketing experts to your ears every quarter.",[14,4990,4991,4992,4996],{},"Kerry is responsible for HR. If you’d like to join MKG where people are first and your expertise matter, Kerry will be with you through the entire interview process ensuring each candidate meets the necessary requirements and gets a fair shot. Want to join MKG and Kerry’s mission of bringing People First to as many people as possible? Check out our ",[206,4993,4995],{"href":4994},"\u002Fabout\u002Fjobs\u002F","Jobs page"," and see if we have a position right for you!",[81,4998,5000],{"id":4999},"fun-facts","Fun facts",[46,5002,5003],{},[49,5004,5005],{},"Kerry now lives in Guernsey — a tiny nook in the world between England and France. Come visit for a spot of tea any time!",{"title":77,"searchDepth":291,"depth":291,"links":5007},[5008],{"id":4999,"depth":297,"text":5000},"Meet Kerry Guard, one of MKG Marketing’s founders. She currently fills the role of CEO of MKG as well as hosting the podcast, Back on T-R-A-C-K.",{"landscape":5011},"kerry-guard.webp","Founder & CEO","kerryguard",{"imageDescription":5015},"Kerry Guard, MKG Marketing’s Owner\u002FCEO, stands on a street in Guernsey with the Town Church behind her | MKG Marketing","\u002Fteam\u002Fkerry-guard","I don’t have to chase extraordinary moments to find happiness — it’s right in front of me if I’m paying attention and practicing gratitude.","Brené Brown","kerry-guard",{"description":5009},"team\u002Fkerry-guard","Leadership","https:\u002F\u002Fkerryguard.com","YRwfwzeXtTw6ls2uWUIyTaK1IWSJr1nWG76vYHgqCgU",{"id":5026,"title":9,"body":5027,"date":7,"description":5073,"extension":318,"images":5074,"isLeader":2826,"jobTitle":5075,"linkedIn":5013,"meta":5076,"name":9,"navigation":322,"path":5077,"quote":5017,"quoteCite":5018,"ref":5019,"seo":5078,"sequence":2130,"stem":5079,"team":7,"twitter":5013,"updated":7,"website":7,"__hash__":5080},"team\u002Fteam\u002Fmarketing-leadership\u002Fkerry-guard.md",{"type":11,"value":5028,"toc":5070},[5029,5033,5055,5061,5064,5066],[14,5030,5032],{"className":5031},[2799],"\nKerry Guard (she\u002Fher) is the strategist founders call when they are tired of guessing. As the CEO of MKG Marketing, she doesn’t just run the agency; she steps into the trenches with clients as a Fractional Marketing Leader. She specializes in helping founders navigate the \"Growth Valley\"—building the systems, strategy, and teams required to scale from traction to expansion.",[14,5034,5035,5036,4128,5039,5042,5043,5046,5047,5050,5051,5054],{},"Her recent work focuses on bringing enterprise-level rigor to growing businesses. She serves as the strategic marketing engine for a diverse portfolio, including ",[52,5037,5038],{},"Rutkowski Law Firm",[52,5040,5041],{},"Fulcrum Enterprise Group",", and ",[52,5044,5045],{},"Premier Office Movers",", where she aligns revenue goals with marketing execution. Whether she is translating complex tech into a go-to-market narrative for ",[52,5048,5049],{},"Avalanche Fusion",", or helping ",[52,5052,5053],{},"Extraordinary Advisors"," amplify their message, Kerry brings clarity and momentum to every leadership team she joins.",[14,5056,5057,5058,5060],{},"She is also the host of ",[206,5059,4987],{"href":4986},", where she interviews CMOs and Founders to uncover the human stories behind high-growth companies.",[14,5062,5063],{},"Kerry proves that high performance doesn't require burnout. As a mom of twins, she built MKG on a \"People First\" methodology—championing policies like 20 vacation days and zero after-hours emails—because she knows that rested, respected experts drive the best ROI.",[81,5065,5000],{"id":4999},[46,5067,5068],{},[49,5069,5005],{},{"title":77,"searchDepth":291,"depth":291,"links":5071},[5072],{"id":4999,"depth":297,"text":5000},"Meet Kerry Guard, MKG Marketing’s CEO and Principal Strategist. She works directly with founders to build scalable marketing engines while hosting the podcast, Back on T-R-A-C-K.",{"landscape":5011},"Fractional Marketing Leaders",{"imageDescription":5015},"\u002Fteam\u002Fmarketing-leadership\u002Fkerry-guard",{"description":5073},"team\u002Fmarketing-leadership\u002Fkerry-guard","oOXvRk_JAfbvrAQoDmPize2X6zquuQG1YD5msODvKcE",{"id":5082,"title":5083,"author":7,"authors":5084,"body":5086,"caption":7,"category":1526,"date":5306,"description":5307,"extension":318,"img":5308,"imgAlt":7,"meta":5309,"minutes":1790,"navigation":322,"path":5310,"seo":5311,"seodescription":7,"seotitle":7,"stem":5312,"updated":7,"__hash__":5313,"people":5314},"blog\u002Fblog\u002Fmarketing-analytics\u002Fgoogle-tag-manager-how-to-implement-custom-html-tags-on-click-listeners.md","Google Tag Manager: How to Implement Custom HTML Tags on Click Listeners",[5085],"Christian Bullock",{"type":11,"value":5087,"toc":5289},[5088,5091,5096,5099,5102,5105,5108,5112,5115,5123,5126,5129,5140,5144,5147,5151,5155,5158,5162,5165,5169,5172,5175,5183,5186,5189,5192,5196,5200,5203,5207,5210,5214,5217,5221,5224,5227,5236,5239,5246,5250,5253,5256,5259,5261,5276,5279,5284],[14,5089,5090],{},"For all it's wonder and glory, there's one thing missing from the Google Tag Manager product.",[2641,5092,5093],{},[14,5094,5095],{},"Detailed Q&A forums!",[14,5097,5098],{},"We utilize Google Tag Manager (GTM) for the majority of our clients; it reduces the number of IT requests put in to engineering, helps us securely manage marketing tags across the entirety of our clients' websites, and ensures that we don't slow down our client's website with too many marketing tags.",[14,5100,5101],{},"But for the life of us, we cannot figure out why there isn't more troubleshooting assistance from Google (Google Product forums and elsewhere) available to loyal users of this product like ourselves.",[14,5103,5104],{},"That being said, we've decided to create Google Tag Manager University -- any time we run into a problem and find a solution to a GTM issue we'll blog about it on our site.",[14,5106,5107],{},"Today's issue revolves around ...",[24,5109,5111],{"id":5110},"how-to-implement-a-3rd-party-html-tag-on-to-a-click-listener","How to Implement a 3rd Party HTML Tag on to a Click Listener",[14,5113,5114],{},"For starters, let's define a click listener:",[46,5116,5117,5120],{},[49,5118,5119],{},"Part of the event listener library of functions within Google Tag Manager, an event listener allows marketers to tag website actions without bothering engineering",[49,5121,5122],{},"A click listener specifically allows marketers to track clicks (buttons, links, etc) on a single page",[14,5124,5125],{},"Now, the issue with implementing a custom HTML tag on a click listener is that it's actually a three step process that isn't entirely clear until you've gone through it a few times.",[14,5127,5128],{},"Those steps are:",[132,5130,5131,5134,5137],{},[49,5132,5133],{},"Create a click listener with properly formatted firing rules",[49,5135,5136],{},"Create a custom HTML tag tag and drop in your 3rd party HTML or image source code",[49,5138,5139],{},"Create a tag version and publish it live to the web",[24,5141,5143],{"id":5142},"how-to-create-a-click-listener-in-gtm","How to create a click listener in GTM",[14,5145,5146],{},"Let's visually walk through the steps to creating a click listener in Google Tag Manager.",[81,5148,5150],{"id":5149},"step-1-after-logging-in-to-your-google-tag-manager-account-click-the-icon-that-reads-create-and-select-tag","Step 1: After logging in to your Google Tag Manager account, click the icon that reads 'create' and select 'tag'.",[81,5152,5154],{"id":5153},"step-2-name-your-click-listener","Step 2: Name your click listener",[14,5156,5157],{},"Give your click listener a name that will help remind everybody what you are measuring. It's better to be too specific than not specific enough!",[81,5159,5161],{"id":5160},"step-3-select-the-tag-type","Step 3: Select the tag type",[14,5163,5164],{},"There will be an empty menu for a drop down labeled 'Tag Type'. Click on that drop down menu and scroll down to Event Listener >> Click Listener.",[81,5166,5168],{"id":5167},"step-4-create-a-firing-rule","Step 4: Create a firing rule",[14,5170,5171],{},"A firing rule tells this tag when to activate itself -- how should it know to record an activity on your website without a firing rule?",[14,5173,5174],{},"Hover to the top right part of your new tag screen and click on 'add rule'.",[14,5176,5177,5178,5182],{},"This will pop up a check box that allows you to select from existing rules or to create a new firing rule. For this example, we'll create a new rule to fire the tag when somebody reaches '",[206,5179,5180],{"href":5180,"rel":5181},"https:\u002F\u002Fxyz.com",[210],"', our clients website.",[14,5184,5185],{},"One thing to note: you might want to uncheck the box that reads 'check validation' but leave 'wait for tags' checked.",[14,5187,5188],{},"Then, you simply need to hit 'save' to save that tag you just created.",[14,5190,5191],{},"Voila! You have created a click listener tag!",[24,5193,5195],{"id":5194},"how-to-create-and-implement-a-custom-html-tag-to-fire-3rd-party-code-snippets","How to create and implement a custom HTML tag to fire 3rd party code snippets",[81,5197,5199],{"id":5198},"step-1-create-a-new-click-tag","Step 1: Create a new click tag",[14,5201,5202],{},"At your account's home screen, navigate to the red 'new' button and click on 'tag'. This will get you started to create that custom HTML tag you'll need to properly fire your 3rd party code.",[81,5204,5206],{"id":5205},"step-2-create-a-custom-html-tag","Step 2: Create a custom HTML tag",[14,5208,5209],{},"After you get to the 'new tag' screen, you'll want to name your custom HTML tag. Following that process, click on the 'tag type' drop down and select 'custom HTML tag'.",[81,5211,5213],{"id":5212},"step-3-drop-in-3rd-party-code-snippet","Step 3: Drop in 3rd party code snippet",[14,5215,5216],{},"Now it's time to drop in your 3rd party code. Remember, if it's a Javascript snippet you'll want to add script open and close elements appropriately.",[81,5218,5220],{"id":5219},"step-4-add-the-correct-firing-rule-to-the-custom-html-tag","Step 4: Add the correct firing rule to the custom HTML tag",[14,5222,5223],{},"This is perhaps one of the most important steps; you need to add the following firing two conditions as a firing rule to get your tag to work.",[14,5225,5226],{},"Those conditions are:",[5228,5229,5234],"pre",{"className":5230,"code":5232,"language":5233},[5231],"language-text","{{event}} equals gtm.linkClick\n{{element url}} contains \"\u003CEXAMPLE: USE URL OF YOUR OWN WEBPAGE>\"\n","text",[3948,5235,5232],{"__ignoreMap":77},[14,5237,5238],{},"This rule tells your tag to fire every time someone clicks on a link whose href contains the string of your link destination.",[14,5240,5241,5242,5245],{},"In our case, that would be \"EXAMPLE: USE URL OF YOUR OWN WEBPAGE\", although you all know that it should be a properly formatted URL such as '",[206,5243,5180],{"href":5180,"rel":5244},[210],"'",[81,5247,5249],{"id":5248},"last-steps-to-implement-this-rule","Last steps to implement this rule",[14,5251,5252],{},"Last but not least, you'll need to do create a new version of all these tags.",[14,5254,5255],{},"At the home screen, click on 'create a new version':",[14,5257,5258],{},"Now, you'll need to publish your container so that tag and it's attached rules actually go live on the web.",[24,5260,3996],{"id":3995},[14,5262,5263,5264,5269,5270,5275],{},"Using a de-bugging tool like ",[206,5265,5268],{"href":5266,"rel":5267},"https:\u002F\u002Fchrome.google.com\u002Fwebstore\u002Fdetail\u002Ftag-assistant-by-google\u002Fkejbdjndbnbjgmefkgdddjlbokphdefk?hl=en",[210],"Google Tag Assistant"," (Chrome browser extension) or ",[206,5271,5274],{"href":5272,"rel":5273},"https:\u002F\u002Fwww.ghostery.com\u002F",[210],"Ghostery"," (Chrome\u002FFirefox browser extension), you should be able to navigate through your site, click on the link you just created a rule for and watch the click listener and 3rd party code snippet fire.",[14,5277,5278],{},"For those who are more inclined to watching this via video, I've actually gone through and recorded myself doing these tasks in the video below.",[2728,5280],{"width":5281,"height":5282,"src":5283,"frameBorder":2732,"allowFullScreen":322},853,480,"\u002F\u002Fwww.youtube.com\u002Fembed\u002FAEtFV3Ipklw?rel=0",[14,5285,5286],{},[52,5287,5288],{},"Share any questions, comments or concerns in our comments sections below!",{"title":77,"searchDepth":291,"depth":291,"links":5290},[5291,5292,5298,5305],{"id":5110,"depth":291,"text":5111},{"id":5142,"depth":291,"text":5143,"children":5293},[5294,5295,5296,5297],{"id":5149,"depth":297,"text":5150},{"id":5153,"depth":297,"text":5154},{"id":5160,"depth":297,"text":5161},{"id":5167,"depth":297,"text":5168},{"id":5194,"depth":291,"text":5195,"children":5299},[5300,5301,5302,5303,5304],{"id":5198,"depth":297,"text":5199},{"id":5205,"depth":297,"text":5206},{"id":5212,"depth":297,"text":5213},{"id":5219,"depth":297,"text":5220},{"id":5248,"depth":297,"text":5249},{"id":3995,"depth":291,"text":3996},"2014-03-06","The issue with implementing a custom HTML tag on a click listener in Google Tag Manager is that it's actually a three step process that isn't entirely clear until you've gone through it a few times. See our step by step guide.","\u002Fimages\u002Fblog\u002Fgoogle-elevator-program-sign.webp",{},"\u002Fblog\u002Fmarketing-analytics\u002Fgoogle-tag-manager-how-to-implement-custom-html-tags-on-click-listeners",{"title":5083,"description":5307},"blog\u002Fmarketing-analytics\u002Fgoogle-tag-manager-how-to-implement-custom-html-tags-on-click-listeners","XJgasSPgwPPSi3BDG6od-N3MHkqe_yxYlZVmiZNLtOg",[],{"id":5316,"title":5317,"author":7,"authors":5318,"body":5319,"caption":7,"category":1526,"date":5456,"description":5457,"extension":318,"img":7,"imgAlt":7,"meta":5458,"minutes":1790,"navigation":322,"path":5459,"seo":5460,"seodescription":7,"seotitle":7,"stem":5461,"updated":7,"__hash__":5462,"people":5463},"blog\u002Fblog\u002Fmarketing-analytics\u002Fplanning-analytics-vs-day-day-executional-analytics.md","Planning Analytics vs. Day-to-Day Executional Analytics",[9],{"type":11,"value":5320,"toc":5448},[5321,5325,5334,5338,5341,5344,5348,5351,5354,5368,5371,5375,5378,5385,5388,5391,5394,5414,5418,5421,5426,5429,5432,5435,5439,5442,5445],[24,5322,5324],{"id":5323},"it-was-just-one-of-those-amazing-conversations","It was just one of those amazing conversations",[14,5326,5327,5328,5333],{},"MKG uses ",[206,5329,5332],{"href":5330,"rel":5331},"https:\u002F\u002Fwww.xplusone.net\u002F",[210],"x+1"," for all our programmatic media buying and data management platform (DMP) needs on behalf of our clients. They're transparent, have little down time and end up delivering great results for our clients.",[24,5335,5337],{"id":5336},"last-but-not-least-they-really-like-analytics","Last but not least, they really like analytics",[14,5339,5340],{},"Last week we had the opportunity to chat with William Sears, x+1's VP of Solution Architecture, about two different types of analytics that the marketing industry sees to date.",[14,5342,5343],{},"I've summarized our conversation below to show off the highlights of our conversation.",[24,5345,5347],{"id":5346},"insight-1-planning-analytics-vs-daily-execution-analytics","Insight #1: Planning Analytics vs. Daily Execution Analytics",[14,5349,5350],{},"Our conversation started with me asking Bill how he saw analysis in today's world of real time media bidding and cross-channel marketing.",[14,5352,5353],{},"Bill broke analytics down into two category:",[132,5355,5356,5362],{},[49,5357,5358,5361],{},[52,5359,5360],{},"Planning Analytics:"," Planning analytics is synonymous with creating a high-level, business results analysis strategy. Examples include three year projections or using predictive analysis using tools like Lev.ers or Palantir. Think about 'the big picture' of measuring marketing results.",[49,5363,5364,5367],{},[52,5365,5366],{},"Daily Execution Analytics:"," This is the day-to-day number crunching and algorithm writing. It is very much in the weeds. Have $5 left in your daily advertising budget? Great! What levers can be pulled to most efficiently spend that budget.",[14,5369,5370],{},"Bill noted that advertising technology companies like x+1 excel at daily executional analytics; the minutiae of analysis, while service partners like ourselves (marketing agencies) tended to excel at the planning analytics side of things.",[24,5372,5374],{"id":5373},"insight-2-connecting-the-dots-between-planning-analytics-vs-daily-execution-analytics","Insight #2: Connecting the Dots Between Planning Analytics vs. Daily Execution Analytics",[14,5376,5377],{},"Bill's next insight in our conversation may have been his most important:",[2641,5379,5380],{},[14,5381,5382],{},[52,5383,5384],{},"\"How do you connect the two?\"",[14,5386,5387],{},"In other words, how do you connect the day-to-day minutiae of 'here is what levers we are pulling on a per second basis' and connecting it with the bigger, business-level road map that outlines what marketers need to achieve.",[14,5389,5390],{},"Hint: Sometimes, you need an objective third party to manage this relationship. Let the ad tech partners battle it out in the trenches every day, but having an objective measurement partner whose sole purpose is to help establish, measure and communicate results to keep the business on track.",[14,5392,5393],{},"Definitions of connecting the dots across the three items mentioned above include:",[46,5395,5396,5402,5408],{},[49,5397,5398,5401],{},[52,5399,5400],{},"Establish:"," Otherwise known as creating a measurement strategy. This includes a systems audit, and meetings with senior-level stakeholders that establish buy in on the strategy, what is being measured and how results will be relayed within the organization.",[49,5403,5404,5407],{},[52,5405,5406],{},"Measure:"," Measurement step is essentially a never ending QA process. Are all the systems reporting accurately back to each other? What inconsistencies are we seeing? Additionally, this is the point where analysts identify trends and begin to put together 'the big picture'.",[49,5409,5410,5413],{},[52,5411,5412],{},"Communicating Results:"," Presenting to senior level staff? That normally dictates a presentation; large, cascading photos with huge numbers and line graphs to show results. Serving up results to marketing managers? That tends to dictate a more granular definition of what is happening in the trenches.",[24,5415,5417],{"id":5416},"insight-3-the-chef-goes-shopping","Insight #3: \"The Chef Goes Shopping\"",[14,5419,5420],{},"Have you ever gone to a really nice restaurant and done all the shopping in advance for the chef?",[2641,5422,5423],{},[14,5424,5425],{},"Yeah, right!",[14,5427,5428],{},"Bill made a great comment when he said The Chef Does All His Own Shopping.",[14,5430,5431],{},"The same advice goes a strong measurement strategy: The planning analysis partner needs to 'do their own shopping' to help serve the client's analytics needs.",[14,5433,5434],{},"For example, this partner could use the establish, measure and communicate approach, this partner uses numeric outcomes to act as the guide rails for a strong analytics strategy.",[24,5436,5438],{"id":5437},"what-did-we-miss","What did we miss?",[14,5440,5441],{},"Our team speaks with Bill on a regular basis; what topics did we miss out on?",[14,5443,5444],{},"Type any questions you have about our conversation in the comments section below and we'll be sure to answer any Q's addressed to our team as well as those directed at Bill and the x+1 team.",[14,5446,5447],{},"Additionally, if you want our articles delivered straight to your inbox the nano-second they are published or simply need a few more emails to delete each and every morning, enter your email address below.",{"title":77,"searchDepth":291,"depth":291,"links":5449},[5450,5451,5452,5453,5454,5455],{"id":5323,"depth":291,"text":5324},{"id":5336,"depth":291,"text":5337},{"id":5346,"depth":291,"text":5347},{"id":5373,"depth":291,"text":5374},{"id":5416,"depth":291,"text":5417},{"id":5437,"depth":291,"text":5438},"2014-02-10","As a digital marketing experts, we need to look up, out and forward to our great KPIs like Pipeline create. But what are the nuonced, day-to-day, metrics that will lead us there?",{},"\u002Fblog\u002Fmarketing-analytics\u002Fplanning-analytics-vs-day-day-executional-analytics",{"title":5317,"description":5457},"blog\u002Fmarketing-analytics\u002Fplanning-analytics-vs-day-day-executional-analytics","RBWNXfiX6pGQdqy4iU5kAo6WtbvONgLZWlrvlX0PfAA",[4973,5025],{"id":5465,"title":5466,"author":7,"authors":5467,"body":5468,"caption":7,"category":1526,"date":5684,"description":5685,"extension":318,"img":7,"imgAlt":7,"meta":5686,"minutes":1790,"navigation":322,"path":5687,"seo":5688,"seodescription":7,"seotitle":7,"stem":5689,"updated":7,"__hash__":5690,"people":5691},"blog\u002Fblog\u002Fmarketing-analytics\u002Fhow-to-calculate-lifetime-value-of-a-loyal-customer.md","How to Calculate Lifetime Value of a Loyal Customer",[9],{"type":11,"value":5469,"toc":5674},[5470,5474,5477,5484,5487,5513,5516,5520,5523,5534,5538,5548,5559,5563,5566,5569,5572,5583,5587,5590,5630,5634,5637,5640,5643,5654,5657,5662,5665,5670],[24,5471,5473],{"id":5472},"do-you-know-how-to-calculate-the-lifetime-value-of-a-loyal-customer","Do you know how to calculate the lifetime value of a loyal customer?",[14,5475,5476],{},"Marketers often discuss the lifetime value of a loyal customer as a key metric to compare alongside customer acquisition costs, retention & churn rate.",[14,5478,5479,5480,5483],{},"In this article, we'll walk through the process of ",[52,5481,5482],{},"calculating"," lifetime value using what's known as 'simple lifetime value' equation.",[14,5485,5486],{},"To begin with, I need to establish a few definitions:",[132,5488,5489,5495,5501,5507],{},[49,5490,5491,5494],{},[52,5492,5493],{},"Customer Lifetime Value:"," The total profit or loss seen from an individual customer over the 'life time' of their use of your product",[49,5496,5497,5500],{},[52,5498,5499],{},"Customer Acquisition Costs:"," Dollar amount your brand invests to acquire a single customer",[49,5502,5503,5506],{},[52,5504,5505],{},"Customer Retention:"," The percent of customers retained against the number of customers that approached you for a cancellation of service",[49,5508,5509,5512],{},[52,5510,5511],{},"Churn Rate:"," The rate at which customers churn, or cancel use of your service, over a specific period of time",[14,5514,5515],{},"Now that we have defined a few of the key terms to be discussed in this article, let's all step back for a moment and ask a question:",[24,5517,5519],{"id":5518},"how-is-your-brand-actually-measuring-the-full-lifetime-value-of-your-loyal-customers","How is your brand actually measuring the full lifetime value of your loyal customers?",[14,5521,5522],{},"We examine three key factors to measure customer lifetime value:",[132,5524,5525,5528,5531],{},[49,5526,5527],{},"Ability to measure across devices & marketing tactic",[49,5529,5530],{},"Understanding anonymous vs. known users",[49,5532,5533],{},"Tools needed to tie these points together",[81,5535,5537],{"id":5536},"factor-1-measuring-across-devices","Factor #1: Measuring Across Devices",[14,5539,5540,5541,5544,5545,5547],{},"In this day and age, one of the biggest tasks involved in measuring lifetime value is:\nCapturing and measuring lifetime value across devices is most commonly performed through ",[52,5542,5543],{},"aliases","\nLet's walk you through an example of creating and integrating ",[52,5546,5543],{},":",[132,5549,5550,5553,5556],{},[49,5551,5552],{},"Your website provides an anonymous identifier, \"user123\" for example, each time a unique individual visits from a new device (iPhone, iPad, PC)",[49,5554,5555],{},"When the anonymous user finally signs in, using an email form for example, they authenticate themselves",[49,5557,5558],{},"As the user continues to sign in across devices (iPhone, iPad, PC) using their email address, that authentication process brings the disparate aliases together to create a complete picture of that individual user",[81,5560,5562],{"id":5561},"factor-2-measuring-across-marketing-channels","Factor #2: Measuring Across Marketing Channels",[14,5564,5565],{},"Building on Factor #1 (Measuring Across Devices), it's equally important to understand the lifetime value of the marketing channel that drove each user to originally purchase your product or service.",[14,5567,5568],{},"For the sake of argument, let's discuss channel measurement in terms of last click attribution (as opposed to multichannel attribution).",[14,5570,5571],{},"Using aliases & authentication, you can measure individual customer value down to the unique marketing channel that drove customer acquisition in the following format:",[46,5573,5574,5577,5580],{},[49,5575,5576],{},"Customer Acquisition: How much investment did it take to acquire that customer originally?",[49,5578,5579],{},"Retention Rate: Did she stay a customer following a free trial \u002F initial sign up period? Or ...",[49,5581,5582],{},"Churn Rate: Was she part of the percent of users who cancelled their service following sign up?",[81,5584,5586],{"id":5585},"factor-3-tools-needed","Factor #3: Tools Needed",[14,5588,5589],{},"Your brand is ready to begin measuring customer lifetime value: Fantastic!\nLet's outline a short list showing of the  type of tools you'll need as well as a few examples of vendors that provide these capabilities:",[46,5591,5592,5613],{},[49,5593,5594,5597,5598,4128,5602,5607,5608],{},[52,5595,5596],{},"Web Analytics:"," A web analytics tool will allow you to create goal conversions & events to measure site engagement, marketing channel performance and product purchases. Examples of web analytics tool include ",[206,5599,3635],{"href":5600,"rel":5601},"https:\u002F\u002Fgoogle.com\u002Fanalytics",[210],[206,5603,5606],{"href":5604,"rel":5605},"https:\u002F\u002Fomniture.com",[210],"Omniture"," & ",[206,5609,5612],{"href":5610,"rel":5611},"https:\u002F\u002Fwebtrends.com",[210],"WebTrends",[49,5614,5615,5618,5619,5624,5625,5629],{},[52,5616,5617],{},"Data Management Platform:"," A data management platform provides you with the ability to create aliases, store anonymous customer data & integrate known customer data points for users who have authenticated. A low-fi (yet powerful) example of an aliasing tool is ",[206,5620,5623],{"href":5621,"rel":5622},"https:\u002F\u002Fkissmetrics.com",[210],"KISSmetrics",", while a more robust data management platform like ",[206,5626,5332],{"href":5627,"rel":5628},"https:\u002F\u002Fxplusone.com",[210],"would provide more customer data storage & usage capabilities",[24,5631,5633],{"id":5632},"a-sample-calculation-of-customer-lifetime-value","A Sample Calculation of Customer Lifetime Value",[14,5635,5636],{},"Now I'll caveat this calculation up front: There are a  number of ways to calculate customer lifetime value.",[14,5638,5639],{},"I'll just walk through what's known as 'Simple Lifetime Value' equation.",[14,5641,5642],{},"First up, let's get some definitions established:",[46,5644,5645,5648,5651],{},[49,5646,5647],{},"(span) = Average number of years customers remain loyal to 'Client XYZ'. For this example, let's assume average span is 20 years",[49,5649,5650],{},"(revenue) = Measured in months, this is the revenue the individual customer spends on your product. Let's assume your product costs $20 per month",[49,5652,5653],{},"(months) = measurement on an annual basis. Just as a reminder, there are 12 months in a year",[14,5655,5656],{},"Let's walk through a sample equation:",[2641,5658,5659],{},[14,5660,5661],{},"(months x revenue) x span",[14,5663,5664],{},"Now when we fill in some data pulled from the 'Client XYZ' archives:",[2641,5666,5667],{},[14,5668,5669],{},"(12 x $20) x 20 = $4,800\nThere you have it: Client XYZ's average lifetime customer value is $4,800.",[24,5671,5673],{"id":5672},"your-turn-try-plugging-in-your-own-company-data-into-the-model-outlined-above-and-see-what-comes-out","Your turn! Try plugging in your own company data into the model outlined above and see what comes out!",{"title":77,"searchDepth":291,"depth":291,"links":5675},[5676,5677,5682,5683],{"id":5472,"depth":291,"text":5473},{"id":5518,"depth":291,"text":5519,"children":5678},[5679,5680,5681],{"id":5536,"depth":297,"text":5537},{"id":5561,"depth":297,"text":5562},{"id":5585,"depth":297,"text":5586},{"id":5632,"depth":291,"text":5633},{"id":5672,"depth":291,"text":5673},"2013-05-08","Walking Readers Through a Simple Lifetime Value Equation to Measure the Monetary Value of Loyal Customers",{},"\u002Fblog\u002Fmarketing-analytics\u002Fhow-to-calculate-lifetime-value-of-a-loyal-customer",{"title":5466,"description":5685},"blog\u002Fmarketing-analytics\u002Fhow-to-calculate-lifetime-value-of-a-loyal-customer","t0229y4TC8CI_mUyBhaS_97NIe9k4lcFcQOkDDyrbT4",[4973,5025],{"id":5693,"title":5694,"author":7,"authors":5695,"body":5696,"caption":7,"category":1526,"date":5826,"description":5827,"extension":318,"img":7,"imgAlt":7,"meta":5828,"minutes":297,"navigation":322,"path":5829,"seo":5830,"seodescription":7,"seotitle":7,"stem":5831,"updated":7,"__hash__":5832,"people":5833},"blog\u002Fblog\u002Fmarketing-analytics\u002Fhow-to-track-facebook-promotions-using-3rd-party-tags.md","How to Track Facebook Promotions Using 3rd Party Tags",[9],{"type":11,"value":5697,"toc":5815},[5698,5702,5715,5720,5724,5733,5737,5746,5750,5753,5758,5761,5764,5767,5771,5775,5778,5782,5785,5789,5803,5807],[24,5699,5701],{"id":5700},"can-we-track-our-marketing-efforts-if-we-drive-traffic-to-a-facebook-promotion-page","\"Can we track our marketing efforts if we drive traffic to a Facebook Promotion page?\"",[14,5703,5704,5705,5708,5709,5714],{},"Recently, one of our clients asked to drive ",[52,5706,5707],{},"ALL","  their digital marketing efforts, tracked by 3rd party tags, to a Facebook Promotion page.\nIn remembering what ",[206,5710,5713],{"href":5711,"rel":5712},"https:\u002F\u002Fkerryguard.com\u002Fhow-to-be-a-good-digital-marketing-partner\u002F",[210],"Don Draper said two weeks ago in Mad Men",", about saying yes when they should have said no, our initial gut instinct was to tell the client:",[2641,5716,5717],{},[14,5718,5719],{},"Absolutely not. With the way conversion tracking is set up right this minute, we cannot track performance on that Facebook Promotion page.\nInstead, we took a step back to test whether or not their 3rd party tags could be tracked through a Facebook Promotion Page.",[24,5721,5723],{"id":5722},"ask-questions","Ask Questions",[14,5725,5726,5727,5732],{},"Before we provide a solution to a client we first made sure we understood all the moving parts out of our control, in this case the only piece we didn't control was the Facebook page and how it was built.\nBy simply asking, \"How is this built? Are you using a specific program or writing it from scratch with HTML & CSS?\" We got a very simply response from our client that they were using ",[206,5728,5731],{"href":5729,"rel":5730},"https:\u002F\u002Fshortstack.com",[210],"Shortstack",", a free application to easily build Facebook Pages for promotions, sign-ups, photo contests, etc.",[24,5734,5736],{"id":5735},"research","Research",[14,5738,5739,5740,5745],{},"By having this information we were able to quickly look at any documentation Shortstack had on 3rd party tracking. The only ",[206,5741,5744],{"href":5742,"rel":5743},"https:\u002F\u002Fhelp.shortstackapp.com\u002Fmain-menu\u002Fmastering-shortstack\u002Fadvanced-widget-programming\u002F#TrackingReferrals",[210],"page"," we found was in regards to tracking referrals, but to track those we'd still need to implement 3rd party tags.\nSo we decided the best research is hands on research so we created a Shortstack account with a fake promotion to run a conversion test.",[24,5747,5749],{"id":5748},"trial-error","Trial & Error",[14,5751,5752],{},"By creating our own account we were able to walk through the user flow and see where the sign-up is confirmed.  In this case the only change was a simple copy addition, that simply said,",[2641,5754,5755],{},[14,5756,5757],{},"Thank you for your submission\nBecause it wasn't a separate landing page we weren't sure we were going to be able to track conversions at all. Before we gave up all hope and turn to our client to say no, we quickly walked one of our developers through the process he's said to place an image tag after the thank you copy.",[14,5759,5760],{},"After digging further into the functionality of Shortstack we were able to do just that.",[14,5762,5763],{},"Follow These 4 Steps to Track Your Own Facebook Promotions Using 3rd Party Conversion Tags",[14,5765,5766],{},"In staying with the Shortstack Facebook Promotion page application, follow the steps below:",[24,5768,5770],{"id":5769},"step-1-sign-in-to-shortstack","Step #1: Sign in to Shortstack",[24,5772,5774],{"id":5773},"step-2-open-the-promotion-page-app","Step #2: Open The Promotion Page App",[14,5776,5777],{},"Open your App that houses the promotion you need to track. In our case, \"Fake It 'Til You Make It\" is the test application we created.",[24,5779,5781],{"id":5780},"step-3-edit-the-promotion","Step #3: Edit the Promotion",[14,5783,5784],{},"Under 'edit widgets', click the pencil icon for Promotion.",[24,5786,5788],{"id":5787},"step-3-implement-image-tag","Step #3: Implement Image Tag",[46,5790,5791,5794],{},[49,5792,5793],{},"Scroll down to \"Override Labels, Messages, and Other Text\"",[49,5795,5796,5797,5802],{},"Replace \"Thank you for your submission\" with: Thank you for your submission \u003Cimg src=\"\u002F\u002F",[206,5798,5801],{"href":5799,"rel":5800},"http:\u002F\u002Fwww.googleadservices.com\u002Fpagead\u002Fconversion\u002Fxxxxxxx\u002F?value=0&label=xxxxxxxxxxxx&guid=ON&script=0",[210],"www.googleadservices.com\u002Fpagead\u002Fconversion\u002Fxxxxxxx\u002F?value=0&label=xxxxxxxxxxxx&guid=ON&script=0","\" style=\"height:1;  width:1\"\u002F>",[24,5804,5806],{"id":5805},"step-4-qa-test-to-confirm-tracking-is-operation","Step #4: QA Test to Confirm Tracking is Operation",[14,5808,5809,5810,5814],{},"We use the ",[206,5811,5813],{"href":5272,"rel":5812},[210],"Ghostery Plugin"," for Firefox & Chrome which allows us to see the conversion pixel fires in the purple box at the top right of our browser.",{"title":77,"searchDepth":291,"depth":291,"links":5816},[5817,5818,5819,5820,5821,5822,5823,5824,5825],{"id":5700,"depth":291,"text":5701},{"id":5722,"depth":291,"text":5723},{"id":5735,"depth":291,"text":5736},{"id":5748,"depth":291,"text":5749},{"id":5769,"depth":291,"text":5770},{"id":5773,"depth":291,"text":5774},{"id":5780,"depth":291,"text":5781},{"id":5787,"depth":291,"text":5788},{"id":5805,"depth":291,"text":5806},"2013-05-06","A Step-by-Step Guide Describing How to Track Facebook Promotions Using 3rd Party Tags",{},"\u002Fblog\u002Fmarketing-analytics\u002Fhow-to-track-facebook-promotions-using-3rd-party-tags",{"title":5694,"description":5827},"blog\u002Fmarketing-analytics\u002Fhow-to-track-facebook-promotions-using-3rd-party-tags","78g8BZmd1c0aslh-SEBqF8FVjeXvo9FODS8Cp8_9Qcg",[4973,5025],{"id":5835,"title":5836,"author":7,"authors":5837,"body":5838,"caption":7,"category":1526,"date":6004,"description":6005,"extension":318,"img":7,"imgAlt":7,"meta":6006,"minutes":297,"navigation":322,"path":6007,"seo":6008,"seodescription":7,"seotitle":7,"stem":6009,"updated":7,"__hash__":6010,"people":6011},"blog\u002Fblog\u002Fmarketing-analytics\u002Fthree-interactive-dashboarding-tools-your-company-should-be-using.md","Three Interactive Dashboarding Tools Your Company Should be Using",[9],{"type":11,"value":5839,"toc":5994},[5840,5848,5851,5856,5859,5870,5878,5881,5884,5892,5895,5903,5912,5915,5929,5931,5942,5950,5953,5956,5959,5961,5972,5974,5979,5983],[14,5841,5842,5843,5847],{},"In our previous blog posts, we discussed ",[206,5844,5846],{"href":5845},"\u002Fblog\u002Fmarketing-analytics\u002Fthe-cost-return-on-investment-benefits-of-marketing-analytics\u002F","measuring the return on investment of marketing analytics"," and brought up the idea of a dashboard.",[14,5849,5850],{},"Just to review:",[2641,5852,5853],{},[14,5854,5855],{},"A dashboard is an interactive tool that aggregates all your data into a single view. Analytics from multiple sources are contained in one place, making it easier to assess your marketing progress.",[14,5857,5858],{},"In this post, we're going to look at three tools that will help you compile key metrics across multiple channels (such as social media, paid advertising, and organic website traffic) and visualize that data in an easy-to-use and actionable way.\nWe'll be taking a look at the following tools:",[132,5860,5861,5864,5867],{},[49,5862,5863],{},"Dashzen",[49,5865,5866],{},"LeftTronic",[49,5868,5869],{},"GoodData",[24,5871,5873,5874],{"id":5872},"_1dashzen","1. ",[206,5875,5863],{"href":5876,"rel":5877},"https:\u002F\u002Fwww.dashzen.com\u002F",[210],[14,5879,5880],{},"The first tool we'll discuss is Dashzen.\nSetting Up the Tool\nDashzen is a 100-percent free tool that is currently in beta. Users log in to Dashzen online and create a dashboard that will aggregate raw data from places like Facebook, Google Analytics, YouTube, Salesforce, and GitHub to provide integrated insights into how your marketing efforts are doing.",[14,5882,5883],{},"The Pros",[46,5885,5886,5889],{},[49,5887,5888],{},"Features prebuilt templates & layouts, which make configuring the placement and sizing of gadgets within Dashzen an easy task",[49,5890,5891],{},"Great for smaller companies looking for a straightforward dashboard without extraneous bells and whistles",[14,5893,5894],{},"The Cons",[46,5896,5897,5900],{},[49,5898,5899],{},"Simplicity is both a pro and a con, as it limits the amount of customization you can build into this dashboarding tool",[49,5901,5902],{},"While easy to visualize your data, there is a lack of custom design elements that make visualizing your data in very specific ways nearly impossible",[24,5904,5906,5907],{"id":5905},"_2leftronic","2. ",[206,5908,5911],{"href":5909,"rel":5910},"https:\u002F\u002Fwww.leftronic.com\u002F",[210],"Leftronic",[14,5913,5914],{},"Setting Up The Tool\nThe second free dashboard option is Leftronic. Leftronic is similar to Dashzen in that it offers real-time analytics in one place and has a 30-day free trial period.\nThe Pros",[46,5916,5917,5920,5923,5926],{},[49,5918,5919],{},"A 30-day free trial allows you to test drive the tool before investing in a premium version, no credit care",[49,5921,5922],{},"Choose from pre-built templates or fully customize the way your metrics are displayed on your dashboard",[49,5924,5925],{},"Ability to purchase dashboard bundles of dashboards to build out (5 \u002F 20 \u002F 100 \u002F etc)",[49,5927,5928],{},"White label solution offers the ability to remove all LeftTronic branding and customize branding to each individual client",[14,5930,5894],{},[46,5932,5933,5936,5939],{},[49,5934,5935],{},"Somewhat clunky user interface takes a little bit of getting used to when designing your dashboards",[49,5937,5938],{},"Only light\u002Fdark background available in most plans (outside of white label solution)",[49,5940,5941],{},"Inability to combine multiple sources in a single graph without using HTML\u002FXML, a great example being social sentiment & revenue on the same graph",[81,5943,5945,5946],{"id":5944},"_3gooddata","3. ",[206,5947,5869],{"href":5948,"rel":5949},"https:\u002F\u002Fwww.gooddata.com\u002F",[210],[14,5951,5952],{},"The Set Up",[14,5954,5955],{},"A third available dashboard tool is GoodData. GoodData is a tool that allows for Extract, Transform and Load (ETL) that delivers an extremely customized dashboard.",[14,5957,5958],{},"As a side note, GoodData is the preferred tool for a dashboard here at MKG Marketing.",[14,5960,5883],{},[46,5962,5963,5966,5969],{},[49,5964,5965],{},"Has numerous prebuilt connectors into the most widely used tools, such as Omniture SiteCatalyst, social media channels (Facebook, Twitter, etc) and Salesforce",[49,5967,5968],{},"Ability to write your own HTML\u002FXML connectors",[49,5970,5971],{},"GoodData engineering support to assist in building out custom connectors",[14,5973,5894],{},[46,5975,5976],{},[49,5977,5978],{},"Price is a consideration for brands, as there is a 'buy in' to implement this type of custom dashboarding solution",[24,5980,5982],{"id":5981},"questions-for-you-our-loyal-readers","Questions for You, our Loyal Readers!",[132,5984,5985,5988,5991],{},[49,5986,5987],{},"Have you used any of these tools before?",[49,5989,5990],{},"If you employ a different solution, which one?",[49,5992,5993],{},"If you aren't using any sort of dashboard tool to aggregate your analytics, let us know why not in the comments section!",{"title":77,"searchDepth":291,"depth":291,"links":5995},[5996,5998,6003],{"id":5872,"depth":291,"text":5997},"1. Dashzen",{"id":5905,"depth":291,"text":5999,"children":6000},"2. Leftronic",[6001],{"id":5944,"depth":297,"text":6002},"3. GoodData",{"id":5981,"depth":291,"text":5982},"2013-04-24","A Review of Three Interactive Dashboard Tools -- Leftronics, DashZen & GoodData -- to Provide Marketers With a Single, Centralized View of their Business and Marketing Analytics",{},"\u002Fblog\u002Fmarketing-analytics\u002Fthree-interactive-dashboarding-tools-your-company-should-be-using",{"title":5836,"description":6005},"blog\u002Fmarketing-analytics\u002Fthree-interactive-dashboarding-tools-your-company-should-be-using","R8BgNpy000ce3QILa483ifnJa6VZcOYZsA4z4__VF78",[4973,5025],{"id":6013,"title":6014,"author":7,"authors":6015,"body":6016,"caption":7,"category":1526,"date":6138,"description":6139,"extension":318,"img":7,"imgAlt":7,"meta":6140,"minutes":297,"navigation":322,"path":6141,"seo":6142,"seodescription":7,"seotitle":7,"stem":6143,"updated":7,"__hash__":6144,"people":6145},"blog\u002Fblog\u002Fmarketing-analytics\u002Fgoogle-tag-manager-what-it-is-3-fixes-to-common-problems.md","Google Tag Manager: What It Is & 3 Fixes to Common Problems",[9],{"type":11,"value":6017,"toc":6132},[6018,6021,6024,6032,6037,6040,6044,6047,6055,6058,6062,6065,6068,6073,6076,6081,6084,6088,6091,6099,6111,6115,6118,6129],[14,6019,6020],{},"We here at MKG Marketing are big fans of deploying Google Tag Manager on our clients' websites.\nFirst, if you're unfamiliar with what Google Tag Manager (GTM) is, this is how Google describes their product:\n\"Google Tag Manager makes it easy for marketers to add and update website tags -- including analytics, remarketing, and more & with just a few clicks, and without bugging the IT folks.\"",[14,6022,6023],{},"Sounds pretty sweet, right? It is! GTM code acts as a tag management system that places a \"container\" tag on your web page. Once in place, you're able to specify rules as to when you want specific pieces of code to show up in the container, such as:",[132,6025,6026,6029],{},[49,6027,6028],{},"Set up rules that have Google Analytics code fire on every page of a website",[49,6030,6031],{},"Set up a rule that lets Google Ads conversion code fire whenever someone hits a \"thank you\" page.",[14,6033,6034],{},[52,6035,6036],{},"Hashtag done",[14,6038,6039],{},"However, things aren't so cut and dry with GTM . The support documentation is lacking in some critical areas. The following are some answers to questions those who are thinking of using GTM might have that Google doesn't have any support documentation around.",[24,6041,6043],{"id":6042},"using-google-tag-manager-on-https-pages","Using Google Tag Manager on HTTPS pages",[14,6045,6046],{},"If you're going to be placing GTM code on a secure web page (https), then you'll need to make a small tweak to your Google Tag Manager code in order for it to work.",[14,6048,6049,6050,6054],{},"There are two instances in the Google Tag Manager code that starts with \"src=\". Change the following \"\u002F\u002Fwww\" to \"",[206,6051,6052],{"href":6052,"rel":6053},"https:\u002F\u002Fwww",[210],"\" for both.",[14,6056,6057],{},"This will then allow the GTM container code to accurately display on a secure web page.",[24,6059,6061],{"id":6060},"i-use-mediamind-ad-server-and-wish-to-use-gtm-to-deploy-that-code-can-i","I use MediaMind Ad Server and wish to use GTM to deploy that code. Can I?",[14,6063,6064],{},"Yes you can... but you need to tweak two lines of code.",[14,6066,6067],{},"First, you need to place the code in a custom image tag. This is an option you can select when creating a new tag. Then copy \u002F paste the code that was given to you from MediaMind. Now, you'll need to replace this line of code:",[14,6069,6070],{},[3948,6071,6072],{},"document.write('<scr'+'ipt src=\"https:\u002F\u002Fbs.serving-sys.com\u002FBurstingPipe\u002FActivityServer.bs?cn=as&ActivityID=XXXXX&rnd=' + ebRand + '\">');",[14,6074,6075],{},"With this line of code:",[14,6077,6078],{},[3948,6079,6080],{},"jQuery.getScript(\"https:\u002F\u002Fbs.serving-sys.com\u002FBurstingPipe\u002FActivityServer.bs?cn=as&ActivityID=XXXXX&;rnd=\" + ebRand);",[14,6082,6083],{},"Do know you need to place the correct ActivityID (which I have as XXXXX in the examples) in the tweaked line of code in order to track the desired activity.",[24,6085,6087],{"id":6086},"how-can-i-easily-check-if-gtm-is-installed-properly","How can I easily check if GTM is installed properly?",[14,6089,6090],{},"We like two specific Chrome extensions: Google Tag Assistant and Ghostery. The pros & the cons are:",[132,6092,6093,6096],{},[49,6094,6095],{},"Google Tag Manager will only report on Google-specific code",[49,6097,6098],{},"Ghostery will report on a whole slew of different code types, including beacons, advertising tags, privacy trackers and widgets",[14,6100,6101,6102,6106,6107,212],{},"You can find Google Tag Assistant ",[206,6103,6105],{"href":5266,"rel":6104},[210],"here"," and Ghostery ",[206,6108,6105],{"href":6109,"rel":6110},"https:\u002F\u002Fchrome.google.com\u002Fwebstore\u002Fdetail\u002Fghostery\u002Fmlomiejdfkolichcflejclcbmpeaniij?hl=en",[210],[24,6112,6114],{"id":6113},"should-i-look-to-deploy-gtm-for-my-own-clients-websites","Should I look to deploy GTM for my own \u002F clients' websites?",[14,6116,6117],{},"Yes and no. If you fall under the following scenarios, we would recommend looking to use GTM:",[46,6119,6120,6123,6126],{},[49,6121,6122],{},"Running paid search and are using conversion codes",[49,6124,6125],{},"Running a retargeting or remessaging program (get tags on specific pages with burn pixels to stop remarketing to customers who have already converted)",[49,6127,6128],{},"Have a possible need of adding code to a client's website in the future",[14,6130,6131],{},"If you have any questions, we've certainly built up quite a bit of knowledge about GTM and are happy to help. Feel free to contact me (social media links below) or comment on this blog post.",{"title":77,"searchDepth":291,"depth":291,"links":6133},[6134,6135,6136,6137],{"id":6042,"depth":291,"text":6043},{"id":6060,"depth":291,"text":6061},{"id":6086,"depth":291,"text":6087},{"id":6113,"depth":291,"text":6114},"2013-04-19","Read about what Google Tag Manager is, three fixes to common problems users tend to have with the product, and to see if using GTM is something you should do.",{},"\u002Fblog\u002Fmarketing-analytics\u002Fgoogle-tag-manager-what-it-is-3-fixes-to-common-problems",{"title":6014,"description":6139},"blog\u002Fmarketing-analytics\u002Fgoogle-tag-manager-what-it-is-3-fixes-to-common-problems","t3zpXxtlSsl256XUAQO4bwYwvQWQU-469WTzzb50ayc",[4973,5025],{"id":6147,"title":6148,"author":7,"authors":6149,"body":6150,"caption":7,"category":1526,"date":6310,"description":6311,"extension":318,"img":7,"imgAlt":7,"meta":6312,"minutes":2130,"navigation":322,"path":6313,"seo":6314,"seodescription":7,"seotitle":7,"stem":6315,"updated":7,"__hash__":6316,"people":6317},"blog\u002Fblog\u002Fmarketing-analytics\u002Fthe-cost-return-on-investment-benefits-of-marketing-analytics.md","The Cost, Return on Investment & Benefits of Marketing Analytics",[9],{"type":11,"value":6151,"toc":6306},[6152,6155,6166,6169,6184,6187,6190,6195,6202,6206,6209,6214,6217,6225,6229,6232,6240,6243,6246,6250,6253,6274,6277,6281,6284,6287,6294,6297,6300],[14,6153,6154],{},"In our experience, many clients initially view analytics as ...",[132,6156,6157,6160,6163],{},[49,6158,6159],{},"A value add service, attached to additional lines of business",[49,6161,6162],{},"Pre-packaged together with any kind of lead generation campaign",[49,6164,6165],{},"A sinkhole of a line item in their budget sheets",[14,6167,6168],{},"Why is this? Again, in our experience ...",[132,6170,6171,6174,6177],{},[49,6172,6173],{},"Analytics have been presented poorly to the client in the past",[49,6175,6176],{},"The client is presented with 30 slides worth of charts, graphs and numbers, but no real insights 'in between the lines'",[49,6178,6179,6180,6183],{},"This leads analytics meetings to be ... ",[38,6181,6182],{},"yawn"," ... you get the point",[14,6185,6186],{},"What I've described above is more of a worst case scenario: the zombie apocalypse of an analytics meeting, so to speak.",[14,6188,6189],{},"In reality, properly structured marketing analytics plans can allow brands and agencies to break down the granular performance of their marketing efforts, pull out insights, and reposition their marketing funnel (so to speak) to incorporate those insights into their efforts moving forward.\nWe often break down the value of a strong analytics practice with the following sentence:",[2641,6191,6192],{},[14,6193,6194],{},"The price of light is less than the cost of darkness",[14,6196,6197,6198,6201],{},"Focus on data efficiency: Invest in actually ",[52,6199,6200],{},"knowing the solution"," instead of guessing a potential fix and throwing marketing dollars recklessly at it.\nIn this article, we will break down some key points to assess the efficiency of your marketing analytics practice. Specifically, we will focus on the costs and return on investment of your marketing analytics.",[81,6203,6205],{"id":6204},"identifying-the-costs-of-marketing-analytics","Identifying the Costs of Marketing Analytics",[14,6207,6208],{},"The first step in looking at the cost of your marketing analytics plan is to identify various expenditures of all the different systems your company employs.\nThis is achieved by identifying two cat of costs you should break down: one is what we call \"humans\" and the second is \"tools\".",[6210,6211,6213],"h4",{"id":6212},"human-costs","Human Costs",[14,6215,6216],{},"Human cost is the people-power behind your analytic systems: the consultants, full-time employees, or outside agency you hire to assist with the process.\nIn terms of costs, there are a couple of considerations. Look at specific projects and ask the following:",[132,6218,6219,6222],{},[49,6220,6221],{},"\"Do I need to bring this in-house?\" If yes, you're going to be hiring full-time help.",[49,6223,6224],{},"\"Is the project one that can be outsourced?\" If so, there are two kinds of outsourcing - single person projects (What is her\u002Fhis cost?) or if it's a large amount of work that needs to be done, consider if a specialty agency is necessary.",[6210,6226,6228],{"id":6227},"tool-costs","Tool Costs",[14,6230,6231],{},"The other category of costs is tools (we call them robots here at MKG). These are the mechanical devices capturing and assembling your data.\nLook across your organization and ask the following:",[132,6233,6234,6237],{},[49,6235,6236],{},"What kind of tools do you need to measure your brand's analytics?",[49,6238,6239],{},"What tools do you already have, how many people use them, and what tools do you still need?",[14,6241,6242],{},"Running a tool inventory across your entire company's analytics systems, detailing who is using which tool and for what purpose, is the most helpful approach to determining costs.",[14,6244,6245],{},"Additionally, analyzing your tool costs will help you spot duplications - are multiple departments within your company using different tools for the same analysis - and pinpoint paid tools versus free ones.",[6210,6247,6249],{"id":6248},"evaluating-the-return-on-investment-of-marketing-analytics","Evaluating the Return on Investment of Marketing Analytics",[14,6251,6252],{},"The hard part is out of the way; you've broken down your companies analytics budget and now know how much your tools & humans cost!\nTo tangibly evaluate the return on investment, we often calculate how much time our clients' \"humans\" (employees, consultants, agencies, etc.) spend assembling data and pulling together spreadsheets.\nHow much time is spent assembling data every month?\nFor example, after running a similar inventory for one client, we discovered the following:",[46,6254,6255,6262,6268,6271],{},[49,6256,6257,6258,6261],{},"Client spent approximately ",[52,6259,6260],{},"50 hours per month assembling data"," (before any of it could even be analyzed!)",[49,6263,6264,6265],{},"On average, ",[52,6266,6267],{},"client paid a blended rate (employees, contractors, agencies, etc) of $100 per hour",[49,6269,6270],{},"50 hours per month x $100\u002Fhour = $5,000",[49,6272,6273],{},"It cost the client a total of $5,000 just to assemble their data every month. Not a single bit of analysis had been performed! We call this budget line item \"almost opportunity costs\", as in we \"almost had the chance to do something ...\"",[14,6275,6276],{},"Beyond the money sunk into \"almost opportunities\", consider if you had those 50 hours back for your employees, consultants and outsourced agencies? What could be achieved in terms of effective analysis; a step above that, those 50 hours could also be spent taking action, or making tweaks to improve performance, based on what the data is showing you.",[81,6278,6280],{"id":6279},"benefits-of-marketing-analytics-a-real-example-from-barack-obama-2008","Benefits of Marketing Analytics: A Real Example from Barack Obama 2008",[14,6282,6283],{},"A great study found that brands should spend approximately 20-percent of their yearly marketing budget on analytics . Most companies don't come close to that number.",[14,6285,6286],{},"A great example of a strong marketing analytics practice comes from the 2008 presidential election.",[14,6288,6289,6290,6293],{},"Barack Obama hired a campaign team chock full of data scientists to help execute A\u002FB and multivariate landing page tests to boost online campaign contributions using one of our favorite tools, ",[206,6291,3755],{"href":3753,"rel":6292},[210],". This team ran and measured a series of multivariate tests on President Obama's campaign contributions website and were able to collect the results and make optimizations almost instantaneously.",[14,6295,6296],{},"See a visual of this testing process below:",[14,6298,6299],{},"By making small changes to Obama's campaign contribution website, his team was able to see instantly what people responded to (or didn't) in real time.",[14,6301,6302,6303],{},"So how did this perform? Having immediate access, being able to gauge what worked, and adjusting the website accordingly resulted in a ",[52,6304,6305],{},"seven-figure boost in campaign contributions for President Obama.",{"title":77,"searchDepth":291,"depth":291,"links":6307},[6308,6309],{"id":6204,"depth":297,"text":6205},{"id":6279,"depth":297,"text":6280},"2013-04-17","A Formula to Measure Costs of Marketing Analytics & The Potential Return on Investment of Investing in a Strong Marketing Analytics Practice.",{},"\u002Fblog\u002Fmarketing-analytics\u002Fthe-cost-return-on-investment-benefits-of-marketing-analytics",{"title":6148,"description":6311},"blog\u002Fmarketing-analytics\u002Fthe-cost-return-on-investment-benefits-of-marketing-analytics","RVV4O1kBhHHiAaMW65oo-3egyi36yo2ALnM3TzWD7sw",[4973,5025],{"id":6319,"title":6320,"author":7,"authors":6321,"body":6322,"caption":7,"category":1526,"date":6470,"description":6471,"extension":318,"img":7,"imgAlt":7,"meta":6472,"minutes":297,"navigation":322,"path":6473,"seo":6474,"seodescription":7,"seotitle":7,"stem":6475,"updated":7,"__hash__":6476,"people":6477},"blog\u002Fblog\u002Fmarketing-analytics\u002Fwhat-youre-missing-without-integrated-marketing-analytics.md","What You're Missing Without Integrated Marketing Analytics",[9],{"type":11,"value":6323,"toc":6463},[6324,6328,6331,6334,6339,6343,6346,6349,6352,6363,6366,6373,6376,6379,6383,6386,6397,6400,6403,6414,6418,6421,6424,6427,6443,6447,6450,6453,6458],[24,6325,6327],{"id":6326},"introduction-to-integrated-marketing-analytics","Introduction to Integrated Marketing Analytics",[14,6329,6330],{},"Microsoft, one of our larger clients, has several different marketing communications running simultaneously; they run paid online advertising, organic & paid search marketing as well as social media and content marketing programs, just to name a few!",[14,6332,6333],{},"But, as large of a company as Microsoft is, they used to lack a way to aggregate this data into one single analytics view.",[2641,6335,6336],{},[14,6337,6338],{},"Enter: Integrated Marketing Analytics\nSo when you hear this sentence out loud ...\nWe don't completely understand how our social media efforts affect our online advertising ...\n... make sure to jump in and introduce the benefits of integrated analytics!",[24,6340,6342],{"id":6341},"current-state-of-marketing-analytics","Current State of Marketing Analytics",[14,6344,6345],{},"How does your brand acquire paying customers & how is that revenue action being measured and analyzed?",[14,6347,6348],{},"There is no shortage of measurement tools readily available to measure this - but often times they don't integrate well together.",[14,6350,6351],{},"Examples of tools include:",[46,6353,6354,6357,6360],{},[49,6355,6356],{},"Measuring Paid Media: For paid media (online advertising), you can use web analytics platforms like WebTrends, Google Analytics or Omniture",[49,6358,6359],{},"Measuring Owned Media: For measuring owned media (brand website), tools like Raven Tools or SEOmoz do a great job of measuring results",[49,6361,6362],{},"Measuring Earned Media: For measuring earned media (social), you can use a listening tool like Radian6, Alterian SM2 or PeopleBrowser",[14,6364,6365],{},"However, our clients have helped identify a weak point in using these tools:",[2641,6367,6368],{},[14,6369,6370],{},[52,6371,6372],{},"Everybody at our company is logging into their own tools & measuring their own insular analytics!",[14,6374,6375],{},"The social media director who looks at Radian6 will never dig in to WebTrends data because his job isn't to monitor site analytics; conversely, your site analytics person isn't keeping up with social media chatter surrounding your brand.",[14,6377,6378],{},"Each should care about the analytics of both avenues, because all the chatter they're working to promote is directed toward one central goal: REVENUE.",[24,6380,6382],{"id":6381},"benefits-of-integrated-analytics","Benefits of Integrated Analytics",[14,6384,6385],{},"Marketing revenue is often generated from 3 main activities:",[132,6387,6388,6391,6394],{},[49,6389,6390],{},"Paid Media",[49,6392,6393],{},"Owned Media",[49,6395,6396],{},"Earned Media",[14,6398,6399],{},"In our experience, marketing works harder for brands when the activities integrate & learn from other instead of functioning separately - a strategy that can only be measured with integrated analytics.",[14,6401,6402],{},"By placing an 'umbrella' over the top of your measurement tools and pulling those sources into an integrated view, you experience:",[46,6404,6405,6408,6411],{},[49,6406,6407],{},"Cost Savings: Instead of wasting financial resources by paying humans to integrate data in an analog fashion, invest in a tool that aggregates multiple data sources together for your team",[49,6409,6410],{},"Increased Efficiency: Stop wasting resources on aggregating disparate data sources and focus on what  action steps  could be performed to improve marketing performance",[49,6412,6413],{},"\"Single Window\" View: Empower your employees, from the C-suite down, to view marketing performance in one easy-to-consume location",[24,6415,6417],{"id":6416},"getting-started","Getting Started",[14,6419,6420],{},"We've introduced you to the concept of integrated marketing analytics, reviewed the current state of measurement & outlined the benefits received from investing in an integrated marketing analytics strategy.",[14,6422,6423],{},"So how do you get started?",[14,6425,6426],{},"Each brand is unique, but there are a few things to consider when investing in a solution like this:",[46,6428,6429,6432,6440],{},[49,6430,6431],{},"In-House or Outsource: Do you have the resources to build dashboards and, more importantly, analyze data & perform quality control checks on a regular basis?",[49,6433,6434,6435,6439],{},"Tools: What tools do you need to integrate? Also, what tool will you use to integrate them (homegrown option vs a pre-built framework, like ",[206,6436,5869],{"href":6437,"rel":6438},"https:\u002F\u002Fgooddata.com",[210],")?",[49,6441,6442],{},"Success: How will your integrated marketing analytics journey be measured as a whole? Will you measure the ROI of the investment? Improved marketing results?",[24,6444,6446],{"id":6445},"next-stop-integrated-analytics-ville","Next Stop: Integrated Analytics-ville!",[14,6448,6449],{},"In our next post, we'll discuss how to measure the return on investment of implementing an integrating marketing analytics plan within your organization.",[14,6451,6452],{},"In the meantime, we'll leave you with one of our favorite quotes from Nielsen Research Group founder Arthur Nielsen:",[2641,6454,6455],{},[14,6456,6457],{},"The price of light is less than the cost of darkness.",[46,6459,6460],{},[49,6461,6462],{},"Arthur Nielsen",{"title":77,"searchDepth":291,"depth":291,"links":6464},[6465,6466,6467,6468,6469],{"id":6326,"depth":291,"text":6327},{"id":6341,"depth":291,"text":6342},{"id":6381,"depth":291,"text":6382},{"id":6416,"depth":291,"text":6417},{"id":6445,"depth":291,"text":6446},"2013-04-02","An Introduction to the Benefits of Integrated Marketing Analytics, including an Analysis of the Current State of Marketing Analytics.",{},"\u002Fblog\u002Fmarketing-analytics\u002Fwhat-youre-missing-without-integrated-marketing-analytics",{"title":6320,"description":6471},"blog\u002Fmarketing-analytics\u002Fwhat-youre-missing-without-integrated-marketing-analytics","uJVg4s-N9PamJ2XhYlPO07YKC9QK-M7H5DdM59CWc4c",[4973,5025],{"id":6479,"title":6480,"author":7,"authors":6481,"body":6482,"caption":7,"category":1526,"date":6861,"description":6862,"extension":318,"img":6863,"imgAlt":7,"meta":6864,"minutes":6865,"navigation":322,"path":6866,"seo":6867,"seodescription":7,"seotitle":7,"stem":6868,"updated":7,"__hash__":6869,"people":6870},"blog\u002Fblog\u002Fmarketing-analytics\u002Ffour-characteristics-of-a-loyal-customer.md","Characteristics of a Loyal B2B Customer",[9],{"type":11,"value":6483,"toc":6846},[6484,6489,6492,6495,6498,6502,6510,6514,6519,6522,6525,6530,6533,6537,6540,6543,6546,6550,6553,6561,6565,6568,6571,6576,6593,6596,6599,6604,6609,6617,6620,6625,6633,6641,6644,6649,6656,6664,6667,6671,6674,6677,6681,6684,6691,6697,6704,6707,6710,6713,6717,6720,6724,6733,6736,6739,6747,6751,6760,6763,6771,6775,6783,6797,6800,6804,6813,6821,6824,6827,6830,6833,6840,6843],[14,6485,6486],{},[38,6487,6488],{},"Update:",[14,6490,6491],{},"I wrote a post 8 years ago, about what makes a loyal customer, as we were (and are) in the business of delivering loyal customers to complex b2b brands. You can read the original post below.",[14,6493,6494],{},"Given, we ourselves have been in business for 10 years now, I thought it time to update this post to what we found makes B2B loyal customers. The original post works really well for consumer brands, but not necessarily B2B.",[14,6496,6497],{},"B2B characteristics of a loyal customer are similar, but how you keep them loyal are different.",[24,6499,6501],{"id":6500},"what-are-the-characteristics-of-a-loyal-b2b-customer","What are the Characteristics of a Loyal B2B Customer",[46,6503,6504,6507],{},[49,6505,6506],{},"They stick with you for years, even when times get tough",[49,6508,6509],{},"They refer you to colleagues and other companies",[24,6511,6513],{"id":6512},"characteristics-of-loyal-b2b-customer","Characteristics of Loyal B2B Customer",[14,6515,6516],{},[52,6517,6518],{},"Repeat Purchaser",[14,6520,6521],{},"At MKG, we've had some brands renew their contracts with us for 6+ years. We've wavered through turn over on both sides, dips in performance, and a pandemic.",[14,6523,6524],{},"We've also had our direct clients leave then bring us to their next job. The average span of a marketer at an organization is two years. We've worked with some individuals off and on for eight years. They leave their company, go to a new one, and bring us along.",[14,6526,6527],{},[52,6528,6529],{},"Referral",[14,6531,6532],{},"The other way you can see if you have loyal customers, is they tell people about you and new clients show up as a result. This is easier to measure and perpetuate in consumer brands. \"Invite 5 friends and your next box is free!\" B2B is more difficult. Reputations are on the line. If someone refers you and it doesn't go well, the person referred will go back to the original source and tell them all about it, making your client or direct contact feel bad. To be referred there has be to be a deep level of trust and clear outcomes.",[24,6534,6536],{"id":6535},"how-to-develop-and-retain-loyal-b2b-customers","How to Develop and Retain Loyal B2B Customers",[14,6538,6539],{},"Transparency: As part of our mission and core values, transparency is the core of who we are internally and externally. It's also why we had team members stay for 5 - 8 years. We don't shy away from tough conversations. We take time to understand what is going on, come up with a plan, then pull back the curtain. Not going to hit our KPIs? Why? What can we do to get as close as possible? Due to outside challenges beyond our or the client's control, like a Pandemic, do we need to reset expectations? Can we? Let's talk about it.",[14,6541,6542],{},"Accountability: We are very up front about our value of People First. As our client and as a member of our organization you are a person before you are a client or employee. In doing so, clear boundaries are set to instill that from day one. We have set hours. We do not send emails after work hours, nor pick up the phone, nor respond to text messages. Why? Because we work to LIVE. This allows us to set clear expectations. We use the SCRUM framework and sprint weekly so the clients know exactly what is promised each week. If they need something urgently, then we talk about what we can move around to accommodate it.",[14,6544,6545],{},"As a remote agency for the last 10 years, we've found that open communication is beyond key. We have bi-weekly check-ins with our clients where we don't just run through an agenda. We have an open dialog about where we are and where we're going. This is just one system that perpetuates transparency and accountability here at MKG Marketing, but in terms of building loyal customers it's one of the most important in terms of keeping that line of communication open on a regular basis.",[24,6547,6549],{"id":6548},"finding-loyal-customers","Finding Loyal Customers",[14,6551,6552],{},"The B2B customer has evolved. As I said earlier. The buyer's journey is not linear in B2B. The B2B Buyer needs two things:",[132,6554,6555,6558],{},[49,6556,6557],{},"To do their own research",[49,6559,6560],{},"Have a relationship with the brand",[81,6562,6564],{"id":6563},"researchers","Researchers",[14,6566,6567],{},"The funnel, while still important, is not linear. The buyer's journey is no longer, \"see it, like it, buy it,\" (unless it's me, in Fat Face, trying on all the clothes). Buyers want to be in charge of their own destiny. Not out of need or emotion, but because they are in the driver's seat, in control of making the decision. They no longer want to talk to sales people until they are ready to pull the trigger.",[14,6569,6570],{},"Which means as marketers, we need to provide all the content that buyers can research. We need to think through all the questions buyers would have and develop enough content they feel they can make an informed decision all on their own. Or, at least, mostly on their own.",[14,6572,6573],{},[52,6574,6575],{},"Branding",[14,6577,6578,6579,2476,6583,6587,6588,6592],{},"Identify your brand message. ",[206,6580,6582],{"href":6581},"\u002Fpodcasts\u002Fmarketing-leaders\u002Fgwen-lafage-convertible-branding\u002F","Gwen Lafage",[206,6584,6586],{"href":6585},"\u002Fpodcasts\u002Fmarketing-leaders\u002Fescaping-the-labyrinth\u002F","Tamsen Webber"," both talked to me about branding. First the importance of why you need to find your brand message, then how to find your red thread to get there. ",[206,6589,6591],{"href":6590},"\u002Fpodcasts\u002Fmarketing-leaders\u002Fneil-gordon-find-your-silver-bullet\u002F","Niel Gordon"," has a similar method to Tamsen, called finding your silver bullet. Whatever your method, make sure you have a clear brand message of what your company does, for who, and the value it brings based on the challenges your customer faces.",[14,6594,6595],{},"For instance, ours is:",[14,6597,6598],{},"What: A digital marketing agency\nWho: Complex B2B Brands\nHow: transparency\nand\nmeasuring outcomes end to end",[2641,6600,6601],{},[14,6602,6603],{},"We help complex B2B brands get found via transparent, measurable digital marketing.",[14,6605,6606],{},[52,6607,6608],{},"Content Ideas",[14,6610,6611,6612,6616],{},"In terms of uncovering client's needs and questions they have, some of our podcast guests recommend finding your ",[206,6613,6615],{"href":6614},"\u002Fpodcasts\u002Fmarketing-leaders\u002Ffind-your-blue-ocean\u002F","blue wave"," by sitting in on client or sales calls or talking to your customer service teams. We send out a 45 day survey to make sure our client's initial interaction with us is more than what they were expecting.",[14,6618,6619],{},"You MUST talk to existing clients in some capacity to understand why they picked you and why they are still with you.",[14,6621,6622],{},[52,6623,6624],{},"Building Content",[14,6626,6627,6628,6632],{},"There are so many ways to build content now. While blogging is the standard, we have recommended client's build hubs around keywords they want to own. For ExtraHop they built a ",[206,6629,6631],{"href":6630},"\u002Fcase-studies\u002Fextrahop-seo-library\u002F","Library",". It's exactly that. Protocols they support and what each one means. While the traffic or sessions are awareness based, they're able to find new users that have never heard of them before, then message across LinkedIn, Facebook, and Display with value based messaging. Really helps build the remarketing pool.",[14,6634,6635,6636,6640],{},"Another way is to brainstorm how to take one piece of content and turn it into many, like ",[206,6637,6639],{"href":6638},"\u002Fpodcasts\u002Fmarketing-leaders\u002Fbreak-barrier-storytelling-content\u002F","Melanie Deziel"," talks about in her book The Content Fuel Engine. First start off with the medium you're most comfortable with, then see how else you can translate it to get in front of more people. Whether video, social, email, etc.",[14,6642,6643],{},"However, just because you build the content, doesn't mean they will come.",[14,6645,6646],{},[52,6647,6648],{},"Surround Your Audience",[14,6650,6651,6652,6655],{},"You need to ensure they can find your content via Google or Bing (yes, people still use Bing). ",[206,6653,747],{"href":6654},"\u002Fexpert-digital-marketing-services\u002Fsearch-engine-optimization\u002F"," is your best long game friend. It takes time to get the engine up and running, but if you're building content consistently, then make sure your SEO foundational elements are in place from keyword strategy, to thoughtful Title Tags, to click-able Meta Descriptions, permalink structure, and more.",[14,6657,6658,6659,6663],{},"Then, surround your audience across all different kinds of media from blogging to social to video to audio. ",[206,6660,6662],{"href":6661},"\u002Fexpert-digital-marketing-services\u002Fdigital-advertising\u002F","Digital Advertising"," is like a faucet. You can certainly do this grass roots style. It takes time though and you may end up where you depend primarily on referrals and repeat customers. Incorporating Digital Advertising allows you to surround your audience at a greater scale.",[14,6665,6666],{},"Building loyal customers starts at the onset with the right content to build trust and engagement. It might feel like you're giving away your secret sauce and it should. By showcasing your expertise you're building trust. Yes, this takes time. Like I said, it's no longer a linear funnel. Buyers want to be seen, heard, and understood. Content can demonstrate that. Put your customer in the driver's seat. Let go of the wheel. The right content will put your customers on the road to your front door, you just need to let them navigate there on their own.",[81,6668,6670],{"id":6669},"relationship","Relationship",[14,6672,6673],{},"Just because they're now a paying customer doesn't mean the work stops there and you can sit back and coast. Customer service is more important now than ever. There is so much more competition out there. People can jump ship to other tools or services in the drop of a hat. Seeing, hearing, and understanding your customers must continue once they buy.",[14,6675,6676],{},"As I mentioned above. To build a relationship with your customers you need transparency and accountability. It should be built into your organization through your mission, values, process, and systems. If these two elements are systemic then the customer will keep coming back and telling others.",[24,6678,6680],{"id":6679},"get-started","Get Started",[14,6682,6683],{},"Interested in experiencing our transparent and accountable relationship for yourself? See what working with MKG Marketing looks like for the first year.",[14,6685,6686,6687,212],{},"Read ",[206,6688,6690],{"href":6689},"\u002Fabout\u002Fapproach\u002F","our approach",[24,6692,6694],{"id":6693},"original-article-copy",[38,6695,6696],{},"Original Article Copy:",[14,6698,6699,6700,6703],{},"As you may have read, we're ",[52,6701,6702],{},"in the business"," of delivering loyal customers to our clients.",[14,6705,6706],{},"But what exactly is a loyal customer?",[14,6708,6709],{},"A loyal customer is the result of having a consistent emotional attachment, physical attribute-based satisfaction and perceived value of an experience, which includes the product or services. Consider who you yourself are loyal to and why.",[14,6711,6712],{},"The following are characteristics that help us identify customers who are (or could be) faithful to a service, product or brand:",[81,6714,6716],{"id":6715},"repeat-purchaser","Repeat purchaser",[14,6718,6719],{},"They keep coming back. And why do they keep coming back?",[6210,6721,6723],{"id":6722},"exceptional-customer-experience","Exceptional Customer Experience",[14,6725,6726,6727,6732],{},"Research company Access Development reported that ",[206,6728,6731],{"href":6729,"rel":6730},"https:\u002F\u002Fblog.accessdevelopment.com\u002Fcustomer-loyalty-statistics-2016-edition",[210],"79% of customers"," would take their business to a competitor within a week of experiencing poor customer service, while the estimated cost of customers switching their choice of businesses due to poor service is $1.6 trillion.",[14,6734,6735],{},"Now with social media and the internet, customer reviews are currency and customers know it. If they file a complaint and it doesn't get dealt with immediately you can expect they'll take it to Twitter, Yelp, or Google and make that complaint public.",[14,6737,6738],{},"Make sure you have a good customer experience in place. An easy way for people to contact you and an even easier way for your team to effectively respond immediately.",[14,6740,6741,6746],{},[206,6742,6745],{"href":6743,"rel":6744},"https:\u002F\u002Fwww.capgemini.com\u002Fnews\u002F8-in-10-consumers-willing-to-pay-more-for-a-better-customer-experience-as-big-business-falls\u002F",[210],"Eight out of ten customers"," are willing to pay more for a better customer experience.",[6210,6748,6750],{"id":6749},"loyalty-programs","Loyalty Programs",[14,6752,6753,6754,6759],{},"Loyalty programs are proven to increase ",[206,6755,6758],{"href":6756,"rel":6757},"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fnicoleleinbachreyhle\u002F2016\u002F04\u002F20\u002Fcustomer-loyalty-in-todays-modern-retail-world\u002F#2e79744513c8",[210],"customer lifetime value by up to 30%","or more by increasing visit frequency, increasing spend per visit, and winning back lost customers.",[14,6761,6762],{},"Starbucks, Sephora, Gap are all examples of brands that offer REAL loyalty programs for rewarding you for each purchase, causing a loop of then buying more from them because of the points you received.",[14,6764,6765,6770],{},[206,6766,6769],{"href":6767,"rel":6768},"https:\u002F\u002Fwww.gap.com\u002Fbrowse\u002Finfo.do?cid=99996",[210],"GapCash"," is a great example of this. I recently dropped over $150 worth in Gap. They rewarded me $50 GapCash to be used in a specific time frame. I then went online and bought $200 worth of clothes in that time frame and once again spent $150. That's $150 I may not have spent otherwise or could have spent somewhere else. And because I spent $150 and online I got another $60. And now I'm stuck in a loop and because it's time stamped for weeks away from the original purchase I'm more likely to buy more than that $60 because it's all new inventory.",[81,6772,6774],{"id":6773},"advocates-for-your-brand","Advocates for your brand",[14,6776,6777,6778,6782],{},"When a consumer believes in a brand, they tell the world, especially women, and especially mom's. ",[206,6779,6781],{"href":6729,"rel":6780},[210],"74% of women"," said they would refer a friend to a loyalty program that they participate in compared to 67% of men. Women are more social and more willing to share their experiences with friends and family.",[14,6784,6785,6790,6791,6796],{},[206,6786,6789],{"href":6787,"rel":6788},"https:\u002F\u002Fwww.theskimm.com",[210],"TheSkimm"," is a newsletter that sums up the world news daily and is geared towards women. At the end of each newsletter it has a count of how many people you personally have referred. Once you reach 10 you become a ",[206,6792,6795],{"href":6793,"rel":6794},"https:\u002F\u002Ftheskimm.com\u002Fabout\u002F5er7Uanv5uK6eQYMiOsmaU\u002Fskimmbassadors",[210],"Skimm'Bassador",". The funny thing is, as an ambassador all you get is Skimm swag so that you can wear the brand and just promote it further. The real success of this isn't the swag, it's that chart at the bottom of the newsletter that shows how many people you've influenced. That's the driver.",[14,6798,6799],{},"![]('\u002Fimages\u002Fblog\u002FScreen Shot 2018-07-13 at 15.53.46.png')",[81,6801,6803],{"id":6802},"the-payoff","The Payoff",[14,6805,6806,6807,6812],{},"I recently went through the ",[206,6808,6811],{"href":6809,"rel":6810},"https:\u002F\u002Facademy.hubspot.com\u002F",[210],"HubSpot inbound marketing course materials"," and they say a brand HAS to be three things; human, holistic, and helpful.",[14,6814,6815,6816,6820],{},"It really comes down to what your company values are. As an example, here are ",[206,6817,6819],{"href":6818},"\u002Fabout\u002Fvalues\u002F","our company values",". Each value is about the human element whether it's taking care of our people and their families, recognizing that in order to grow and learn you need to fail, or reminding ourselves that no man is an island and we all need to work together.",[14,6822,6823],{},"The holistic piece is pulling those values through the whole company, marketing, and client relationships. Recognizing our clients are human too who have families and have failures we all learn from.",[14,6825,6826],{},"And everything we do as a company has to come back to: Are we helping our clients look their best.",[14,6828,6829],{},"To create repeat advocates you need great customer service and a loyalty program that is human, holistic, and helpful.",[14,6831,6832],{},"We can help fill your pipeline all day long with our PPC and SEO services and your existing sales cycle might have a killer close rate. By making sure you have great customer service and a killer loyalty program those initial buyers we drive for you, could have more bang for their buck then you even know but turning them into repeat customers who tell their friends, family, and colleagues.",[14,6834,6835,6836,212],{},"Do you already have great customer service and loyalty programs and you're ready to fill that engine with the right leads? ",[206,6837,6839],{"href":1897,"rel":6838},[210],"Request a discovery call with us",[14,6841,6842],{},"Hope to hear from you soon,",[14,6844,6845],{},"Kerry G",{"title":77,"searchDepth":291,"depth":291,"links":6847},[6848,6849,6850,6851,6855,6856],{"id":6500,"depth":291,"text":6501},{"id":6512,"depth":291,"text":6513},{"id":6535,"depth":291,"text":6536},{"id":6548,"depth":291,"text":6549,"children":6852},[6853,6854],{"id":6563,"depth":297,"text":6564},{"id":6669,"depth":297,"text":6670},{"id":6679,"depth":291,"text":6680},{"id":6693,"depth":291,"text":6696,"children":6857},[6858,6859,6860],{"id":6715,"depth":297,"text":6716},{"id":6773,"depth":297,"text":6774},{"id":6802,"depth":297,"text":6803},"2013-02-07","Discover the characteristics that define loyal B2B customers as well as, in our experience, how to find and keep those customers coming back for more.","\u002Fimages\u002Fblog\u002Fcharacteristics-loyal-customer.webp",{},11,"\u002Fblog\u002Fmarketing-analytics\u002Ffour-characteristics-of-a-loyal-customer",{"title":6480,"description":6862},"blog\u002Fmarketing-analytics\u002Ffour-characteristics-of-a-loyal-customer","yQo2REevQfMakteDvd6nOxYnqLwzzhovIQqgge4V1bM",[4973,5025],{"id":6872,"title":6873,"author":7,"authors":6874,"body":6875,"caption":7,"category":1526,"date":7013,"description":7014,"extension":318,"img":7,"imgAlt":7,"meta":7015,"minutes":297,"navigation":322,"path":7016,"seo":7017,"seodescription":7,"seotitle":7,"stem":7018,"updated":7,"__hash__":7019,"people":7020},"blog\u002Fblog\u002Fmarketing-analytics\u002Ffour-ways-to-make-a-more-engaging-website-for-your-visitors.md","Four Ways to Make a More Engaging Website",[2631],{"type":11,"value":6876,"toc":7005},[6877,6881,6890,6893,6896,6900,6903,6906,6909,6912,6923,6927,6930,6942,6946,6963,6966,6969,6977,6980,6984,6987,6995,6998,7002],[24,6878,6880],{"id":6879},"as-a-website-operator-you-have-120th-of-a-second-to-capture-your-visitors-attention","As a website operator, you have 1\u002F20th of a second to capture your visitors attention",[14,6882,6883,6884,6889],{},"That statistic, as provided by our friends at ",[206,6885,6888],{"href":6886,"rel":6887},"https:\u002F\u002Flaunchtower.com\u002F",[210],"Launch Tower",", helps show that brands should be interested in finding ways to make their website more valuable & engaging to their visitors.",[14,6891,6892],{},"With that statistic in mind, how can brands go about creating a more engaging website for their visitors?",[14,6894,6895],{},"Here are four of our favorite ways to consider when evaluating website engagement:",[24,6897,6899],{"id":6898},"professionalism","Professionalism ",[14,6901,6902],{},"Would you buy a $200 pair of shoes from a naked stranger in the middle of a crowded area? How about a long-haired skater kid in tattered pants who was skipping third period geography to meet with you?",[14,6904,6905],{},"Didn't think so.",[14,6907,6908],{},"The way your site presents itself to the general internet population as a whole plays a large part in the way they engage with your site.",[14,6910,6911],{},"In this sense, professionalism can mean ...",[46,6913,6914,6917,6920],{},[49,6915,6916],{},"Clean design that is easy to navigate",[49,6918,6919],{},"Clear distinction between content, conversion points and advertising content (when applicable)",[49,6921,6922],{},"Attention to detail on the visual features of your site. Do you utilize static photography? Video? What visual pieces are included that keep users on site and engaged?",[24,6924,6926],{"id":6925},"ease-of-use","Ease of Use",[14,6928,6929],{},"We touched on this a bit in the professionalism tip above, but what specifically can you measure to understand how easy it is to use your site?",[46,6931,6932,6939],{},[49,6933,6934,6935,6938],{},"Page Load Speed: Are users kept waiting as your site loads when they click through or does the content load seamlessly? Services like ",[206,6936,3635],{"href":5600,"rel":6937},[210]," will report page load speed back to you, if configured properly.",[49,6940,6941],{},"Is Your Site Optimized for Browsing: In laymen's terms, this point focuses on engagement. Are users likely to read a single piece of content and exit the site, or does the site engage them to the point where they want to read one piece of content after the other?",[24,6943,6945],{"id":6944},"unique-content-value-added-opportunities","Unique Content & Value-Added Opportunities",[46,6947,6948,6957,6960],{},[49,6949,6950,6951,6956],{},"Freshness of Content: With Google's recent ",[206,6952,6955],{"href":6953,"rel":6954},"https:\u002F\u002Fwww.seomoz.org\u002Fblog\u002Fhow-googles-panda-update-changed-seo-best-practices-forever-whiteboard-friday",[210],"Google Panda update earlier this year",", the search giant has placed an emphasis on producing unique and fresh content on a regular basis. In fact, 30% of the Google's first page organic search results are ranked accordingly because they are the freshest versions of search queries.",[49,6958,6959],{},"Give Non-Believers Something to Miss Out On: Giving visitors something to miss out on is a great way to boost engagement. Think about it this way: If you, the visitor, do not engage with the website past the first page view or return to the website ever again, what will you miss out on?",[49,6961,6962],{},"Added Value Opportunities: Give some added value. Not only should the site be easy to browse, but the value users will receive in exchange for their time and\u002For money should be an easy 'oh yes, i want that!' from their experience.",[14,6964,6965],{},"An additional example of added value opportunities ...",[14,6967,6968],{},"Take my friend Jun Loayza, who was running a service business a few years back and came in too high on a quote for a prospective client.",[14,6970,6971,6972],{},"Instead of immediately overreacting to their response of 'this is WAY too high', ",[206,6973,6976],{"href":6974,"rel":6975},"https:\u002F\u002Fwww.junloayza.com\u002Fsales\u002Fwhat-am-i-worth\u002F",[210],"he simply offered some additional out-of-scope social media consulting time into the proposal, at zero cost to the client.",[14,6978,6979],{},"And they gave him the project.",[24,6981,6983],{"id":6982},"quality-testimonials","Quality Testimonials",[14,6985,6986],{},"I know this can't be stated enough, but having quality testimonials placed strategically across your website can give you enough 'street cred' within your browsing audience to make these visitors browse deeper into your website.",[14,6988,6989,6994],{},[206,6990,6993],{"href":6991,"rel":6992},"https:\u002F\u002Fquicksprout.com",[210],"Neil Patel, one of our great Seattle-based start up colleagues",", always places testimonials from well-known business leaders in the form of banner ads across his website.",[14,6996,6997],{},"These banners don't always directly drive revenue spikes (as in click, purchase large amount of goods or services immediately), but they do help new visitors to the site understand that Neil's companies have successfully worked with big-name clients.",[24,6999,7001],{"id":7000},"what-kind-of-things-do-you-do-to-engage-visitors-on-your-website","What Kind of Things Do You Do To Engage Visitors on Your Website?",[14,7003,7004],{},"Give us a shout with some of your tips in the comments section!",{"title":77,"searchDepth":291,"depth":291,"links":7006},[7007,7008,7009,7010,7011,7012],{"id":6879,"depth":291,"text":6880},{"id":6898,"depth":291,"text":6899},{"id":6925,"depth":291,"text":6926},{"id":6944,"depth":291,"text":6945},{"id":6982,"depth":291,"text":6983},{"id":7000,"depth":291,"text":7001},"2012-10-08","How can brands go about creating a more engaging website for their visitors? Here's four ways.",{},"\u002Fblog\u002Fmarketing-analytics\u002Ffour-ways-to-make-a-more-engaging-website-for-your-visitors",{"title":6873,"description":7014},"blog\u002Fmarketing-analytics\u002Ffour-ways-to-make-a-more-engaging-website-for-your-visitors","mX9z84AYB_8O6SNGCMQeUGuhXShkREtJR8xXJZwRp48",[2792],{"id":7022,"title":7023,"author":7,"authors":7024,"body":7025,"caption":7,"category":1526,"date":7120,"description":7121,"extension":318,"img":7,"imgAlt":7,"meta":7122,"minutes":291,"navigation":322,"path":7123,"seo":7124,"seodescription":7,"seotitle":7023,"stem":7125,"updated":7,"__hash__":7126,"people":7127},"blog\u002Fblog\u002Fmarketing-analytics\u002Fthree-tips-for-user-acquisition.md","Three Tips for User Acquisition",[2631],{"type":11,"value":7026,"toc":7115},[7027,7041,7044,7048,7051,7054,7057,7060,7063,7066,7070,7073,7076,7079,7082,7085,7089,7092,7095,7098,7101,7104],[14,7028,7029,7030,7035,7036,212],{},"Brian Balfour, the CMO of ",[206,7031,7034],{"href":7032,"rel":7033},"https:\u002F\u002Fwww.boundless.com\u002F",[210],"Boundless",", shared some great advice in this ",[206,7037,7040],{"href":7038,"rel":7039},"https:\u002F\u002Fonstartups.com\u002Ftabid\u002F3339\u002Fbid\u002F82788\u002FBuilding-It-Is-Not-Enough-5-Practical-Tips-On-User-Acquisition.aspx",[210],"OnStartups article Building is Not Enough: 5 Practical Tips for User Acquisition",[14,7042,7043],{},"Based on our own experience, we wanted to expand on three of Brian's tips in a little more detail.",[24,7045,7047],{"id":7046},"_1-dont-test-a-lot-of-channels-at-once","1. Don't Test a Lot of Channels at Once",[14,7049,7050],{},"Brian calls it the old 'throw everything up on the wall see what sticks' strategy, which is a pretty accurate way to describe what happens.",[14,7052,7053],{},"In the past, we experimented with this strategy by purchasing media from 6 - 10 different ad networks for a campaign. And guess what happened?",[14,7055,7056],{},"The campaign bombed.",[14,7058,7059],{},"We learned that in purchasing media, you must focus your efforts on a few key media partnerships to avoid stretching your budget, data segments and available inventory too thin.",[14,7061,7062],{},"The same can be said for a multichannel strategy.",[14,7064,7065],{},"Avoid turning everything loose (SEM, social, display, etc) all at once simply 'for the sake of going live' ... Instead, employ a roll out strategy for each channel that allows your brand to test & optimize each individual channel before moving on to the next.",[24,7067,7069],{"id":7068},"_2-understand-that-paying-for-users-is-okay","2. Understand that paying for users is okay",[14,7071,7072],{},"All new users are acquired directly or indirectly.",[14,7074,7075],{},"An example of direct user acquisition would be running paid search ads.",[14,7077,7078],{},"Indirect acquisition would be SEO or viral acquisition, which is seen as 'free' from a media standpoint but actually has a price tag attached to it in terms of man hours.",[14,7080,7081],{},"The speed at which your brand learns how to acquire new users means everything:  the quicker you can learn what does \u002F doesn't work to acquire new users, the better.",[14,7083,7084],{},"So don't fight direct user acquisition programs -- embrace a paid user acquisition strategy to learn quicker!",[24,7086,7088],{"id":7087},"_3-avoid-the-ab-testing-death-trap","3. Avoid the A\u002FB Testing Death Trap",[14,7090,7091],{},"'But what if we change the purchase button to blue instead of orange ...'",[14,7093,7094],{},"'How about we move the copy to THIS side of the email ...'",[14,7096,7097],{},"These are all examples of marketers falling into the A\u002FB testing abyss: They end up testing so many versions of marketing programs that the data generated by the efforts becomes inconclusive (and worse, sucks up your precious time to analyze).",[14,7099,7100],{},"While it's great to A\u002FB test creative, landing pages & lead forms, you want to be careful about the amount of energy your company puts into these efforts.",[14,7102,7103],{},"Instead, it would be better to focus on testing things like:",[46,7105,7106,7109,7112],{},[49,7107,7108],{},"Messaging: Are you connecting the right audience to the right message?",[49,7110,7111],{},"Targeting: What audience targeting tweaks could you make to bring in more users?",[49,7113,7114],{},"Activation Methods: What different channels, strategies or tools could you utilize to activate new users?",{"title":77,"searchDepth":291,"depth":291,"links":7116},[7117,7118,7119],{"id":7046,"depth":291,"text":7047},{"id":7068,"depth":291,"text":7069},{"id":7087,"depth":291,"text":7088},"2012-05-03","Brian Balfour, the CMO of Boundless, shared some great advice in this OnStartups article. Building is Not Enough: 5 Practical Tips for User Acquisition.",{},"\u002Fblog\u002Fmarketing-analytics\u002Fthree-tips-for-user-acquisition",{"title":7023,"description":7121},"blog\u002Fmarketing-analytics\u002Fthree-tips-for-user-acquisition","y7hktiUTKCr2n0Hv5vT-AujCUasWTOBIRbJTIkaWvJ8",[2792],{"id":7129,"title":7130,"author":7,"authors":7131,"body":7132,"caption":7,"category":1526,"date":7220,"description":7136,"extension":318,"img":7,"imgAlt":7,"meta":7221,"minutes":291,"navigation":322,"path":7222,"seo":7223,"seodescription":7,"seotitle":7130,"stem":7224,"updated":7,"__hash__":7225,"people":7226},"blog\u002Fblog\u002Fmarketing-analytics\u002Fthree-facebook-metrics-to-track.md","Three Facebook Metrics to Track",[2631],{"type":11,"value":7133,"toc":7213},[7134,7137,7141,7144,7148,7151,7154,7157,7160,7164,7173,7176,7179,7182,7185,7189,7192,7195,7203,7207],[14,7135,7136],{},"901 million worldwide users. Nearly 500 million mobile users. Over $2 billion in annual advertising revenue.",[24,7138,7140],{"id":7139},"yep-were-talking-about-facebook","Yep, we're talking about Facebook.",[14,7142,7143],{},"As Mark Zuckerberg continues to build his social networking empire, we'd like to share a few ways to measure the paid and organic success of your Facebook marketing efforts.",[24,7145,7147],{"id":7146},"engagement-talking-about-this","Engagement: 'Talking About This'",[14,7149,7150],{},"Through a series of new rules and regulations, Facebook is placing more value on one metric above the rest:",[14,7152,7153],{},"Engagement",[14,7155,7156],{},"Facebook wants to reward brands with highly engaged online audiences, hence their new 'talking about this' metric.",[14,7158,7159],{},"The 'talking about this' metric rewards brands that have developed a loyal following of users on Facebook, as opposed to big brands who have users that 'like' the brand page but rarely visit or interact with the brand on a regular basis.",[24,7161,7163],{"id":7162},"segmented-likes","Segmented Likes",[14,7165,7166,7167,7172],{},"By plugging into Facebook advertising tools like ",[206,7168,7171],{"href":7169,"rel":7170},"https:\u002F\u002Fcompasslabs.com",[210],"Compass Labs",", marketers are able to measure top-performing keywords, media preferences and see a customer profile of who is 'liking' your brand page.",[14,7174,7175],{},"Why is this important?",[14,7177,7178],{},"Well, you want to make sure that your advertising is attracting the correct type of customer to engage with your brand.",[14,7180,7181],{},"For example, we were running a campaign for a national retail brand. The campaign was generating five times more likes than when the client managed the program in house ... but half of the likes were coming from 13 - 17 year olds who are unlikely to turn into paying customers.",[14,7183,7184],{},"By catching this fact early, we were able to segment that age group out and only target Facebook users that were older and had a higher HHI (i.e. those who would actually buy the products we were offering).",[24,7186,7188],{"id":7187},"redirected-sales","Redirected Sales",[14,7190,7191],{},"We're beginning to measure sales on a clients website that were referred from Facebook advertising.",[14,7193,7194],{},"By creating a custom tab with an offer, deal or coupon, we can measure users who not only 'like' the brand page but who interact with the custom tab and then purchase a product or service on our clients website.",[14,7196,7197,7198],{},"Using our algorithm, we are then able to place a number on the value of a 'like' for each individual brands Facebook page, much ",[206,7199,7202],{"href":7200,"rel":7201},"https:\u002F\u002Fwww.eventbrite.com\u002Fpressreleases\u002Feventbrite-unveils-social-commerce-data-revealing-dollar-values-consumer-social\u002F",[210],"like Eventbrite did.",[24,7204,7206],{"id":7205},"do-you-know-the-value-of-your-social-marketing-efforts","Do you know the value of your social marketing efforts?",[14,7208,7209,7210],{},"If not, ",[206,7211,7212],{"href":2600},"give us a shout",{"title":77,"searchDepth":291,"depth":291,"links":7214},[7215,7216,7217,7218,7219],{"id":7139,"depth":291,"text":7140},{"id":7146,"depth":291,"text":7147},{"id":7162,"depth":291,"text":7163},{"id":7187,"depth":291,"text":7188},{"id":7205,"depth":291,"text":7206},"2012-04-27",{},"\u002Fblog\u002Fmarketing-analytics\u002Fthree-facebook-metrics-to-track",{"title":7130,"description":7136},"blog\u002Fmarketing-analytics\u002Fthree-facebook-metrics-to-track","ZrLddNzQPScl4QHSQ6zrMCzwYHEZFiPbZstIVtBiA4I",[2792],{"id":7228,"title":7229,"author":7,"authors":7230,"body":7231,"caption":7,"category":1526,"date":7339,"description":7274,"extension":318,"img":7,"imgAlt":7,"meta":7340,"minutes":291,"navigation":322,"path":7341,"seo":7342,"seodescription":7,"seotitle":7229,"stem":7343,"updated":7,"__hash__":7344,"people":7345},"blog\u002Fblog\u002Fmarketing-analytics\u002Fmeasuring-social-roi-using-adobe-google.md","Measuring Social ROI using Adobe & Google",[9],{"type":11,"value":7232,"toc":7331},[7233,7236,7258,7262,7265,7268,7272,7275,7279,7282,7290,7294,7297,7300,7311,7314,7318,7321,7324,7327],[14,7234,7235],{},"In the ‘good old days’ of marketing, measuring campaign success used to be a very simple task.",[46,7237,7238,7244],{},[49,7239,7240,7243],{},[52,7241,7242],{},"Step 1:"," Go out and spend a bunch of money",[49,7245,7246,7249,7250],{},[52,7247,7248],{},"Step 2:"," Measure product sales before & after campaign went to market\n",[46,7251,7252,7255],{},[49,7253,7254],{},"Increase in sales = SUCCESS!",[49,7256,7257],{},"No increase \u002F decrease in sales = Failure",[24,7259,7261],{"id":7260},"needless-to-say-definitely-not-the-most-accurate-way-to-measure-success","Needless to say: Definitely not the most accurate way to measure success",[14,7263,7264],{},"With the advent of digital media channels — paid, owned & earned — measuring campaign success has become a real task, especially in the owned space.",[14,7266,7267],{},"Which begs the question...",[24,7269,7271],{"id":7270},"how-is-your-company-measuring-owned-or-social-media-performance","How is your company measuring owned, or social, media performance?",[14,7273,7274],{},"Here are a few tools your brand can use to measure everything from vanity metrics to hard ROI performance in the social media space.",[24,7276,7278],{"id":7277},"adobe-socialanalytics","Adobe SocialAnalytics",[14,7280,7281],{},"Adobe's social product allows brands to track activity across social media platforms as well as note users who wind up on your website. If you sell something on your website, their platform can connect that social activity to a sale.",[14,7283,7284,7289],{},[206,7285,7288],{"href":7286,"rel":7287},"https:\u002F\u002Fmashable.com\u002F2011\u002F05\u002F03\u002Fsocial-gaming-marketing\u002F",[210],"Take their Expedia campaign",", for example. Expedia put up $1 million in prizes and simply required users to RSVP five other Facebook users to enter the contest. When Adobe crunched the numbers, they realized that the 750% increase in Facebook fans beat the existing cost-per-fan benchmark by 4.5 times!",[24,7291,7293],{"id":7292},"google-social-reports","Google Social reports",[14,7295,7296],{},"Google Social allows marketers to tap into their existing Google analytics dashboard to measure social ROI.",[14,7298,7299],{},"There are just a few differences in the Google product as compared to Adobe:",[46,7301,7302,7305,7308],{},[49,7303,7304],{},"Google is free",[49,7306,7307],{},"Facebook and Twitter do not provide ‘like’ data and other social environment metrics",[49,7309,7310],{},"The data completely revolves around your own website",[14,7312,7313],{},"Another capability Google provides is ‘assisted conversions’, which allows brands to see that a user interacted with the brand website days, weeks and even months ago, then returned at a later date to convert.",[24,7315,7317],{"id":7316},"whats-still-missing-when-measuring-social-roi","What's still missing when measuring social ROI?",[14,7319,7320],{},"Both Adobe and Google have made great first attempts with their social measurment platforms, but as a brand \u002F agency there is still something missing from the equation:",[14,7322,7323],{},"Talented planners and analysts.",[14,7325,7326],{},"Having the shiniest new bike on the block is only as great as being able to reach the pedals — the same goes for planning and measuring your social activity online. If your company doesn’t have the talent internally \u002F an agency in place to measure this activity, then tapping into an analytics tool isn’t going to help.",[24,7328,7330],{"id":7329},"so-who-is-the-resident-planning-analytics-expert-at-your-company","So who is the resident planning \u002F analytics expert at your company?",{"title":77,"searchDepth":291,"depth":291,"links":7332},[7333,7334,7335,7336,7337,7338],{"id":7260,"depth":291,"text":7261},{"id":7270,"depth":291,"text":7271},{"id":7277,"depth":291,"text":7278},{"id":7292,"depth":291,"text":7293},{"id":7316,"depth":291,"text":7317},{"id":7329,"depth":291,"text":7330},"2012-04-02",{},"\u002Fblog\u002Fmarketing-analytics\u002Fmeasuring-social-roi-using-adobe-google",{"title":7229,"description":7274},"blog\u002Fmarketing-analytics\u002Fmeasuring-social-roi-using-adobe-google","HdRjojezA1J4pRsGmkEkRXukeFi_PPeGprR-1-bGQvk",[4973,5025],{"id":7347,"title":7348,"author":7,"authors":7349,"body":7350,"caption":7,"category":1526,"date":7405,"description":7354,"extension":318,"img":7,"imgAlt":7,"meta":7406,"minutes":291,"navigation":322,"path":7407,"seo":7408,"seodescription":7,"seotitle":7348,"stem":7409,"updated":7,"__hash__":7410,"people":7411},"blog\u002Fblog\u002Fmarketing-analytics\u002Fmeasuring-qualified-leads.md","Measuring Qualified Leads",[9],{"type":11,"value":7351,"toc":7402},[7352,7355,7359,7362,7397],[14,7353,7354],{},"At some point in your working life, it's inevitable that this subject will be brought up by the client ...",[24,7356,7358],{"id":7357},"our-conversions-are-booming-but-how-do-we-understand-if-these-are-quality-leads","Our conversions are booming, but how do we understand if these are quality leads?",[14,7360,7361],{},"Here are three different ways to measure or justify the quality of leads that your online marketing programs are driving:",[46,7363,7364,7375,7386],{},[49,7365,7366,7369,7370],{},[52,7367,7368],{},"Trial to Paid:"," How many of the users that converted on a free, time-based trial of your product are actually moving from the free to paid version?\n",[46,7371,7372],{},[49,7373,7374],{},"If you're seeing significant drop off from free to paid, then it's likely that you're driving unqualified leads who just wanted to download your white paper, not actually become a loyal user of your product",[49,7376,7377,7380,7381],{},[52,7378,7379],{},"Life Time Value:"," Once a lead is brought into your system, how much are they worth toward your company's bottom line?\u003C>\n",[46,7382,7383],{},[49,7384,7385],{},"Life time value is a great metric to measure against financial services or other long sales cycle type industries (insurance is another good category to use LTV for)",[49,7387,7388,7391,7392],{},[52,7389,7390],{},"Per Order Value:"," Every time a user hits the 'Buy Now' button on your website, how much money are they forking over?\n",[46,7393,7394],{},[49,7395,7396],{},"Hotels, resorts & casinos are smart to use this metric. For example, a hotel room on the Las Vegas strip is always more expensive on a Friday \u002F Saturday night compared to a Tuesday.",[14,7398,7399],{},[52,7400,7401],{},"What verticals have you worked in? How did you measure the quality of your incoming leads?",{"title":77,"searchDepth":291,"depth":291,"links":7403},[7404],{"id":7357,"depth":291,"text":7358},"2012-02-27",{},"\u002Fblog\u002Fmarketing-analytics\u002Fmeasuring-qualified-leads",{"title":7348,"description":7354},"blog\u002Fmarketing-analytics\u002Fmeasuring-qualified-leads","rR5FbnEO_y-3WFlWJbXE0uHlznWOK9P5v1en_P7iGrM",[4973,5025],{"id":7413,"title":7414,"author":7,"authors":7415,"body":7416,"caption":7,"category":1526,"date":7494,"description":7424,"extension":318,"img":7,"imgAlt":7,"meta":7495,"minutes":291,"navigation":322,"path":7496,"seo":7497,"seodescription":7,"seotitle":7414,"stem":7498,"updated":7,"__hash__":7499,"people":7500},"blog\u002Fblog\u002Fmarketing-analytics\u002Fidentifying-holes-sales-funnel.md","Identifying ‘Holes’ in Your Sales Funnel",[9],{"type":11,"value":7417,"toc":7486},[7418,7421,7425,7429,7441,7445,7450,7454,7476,7480,7483],[14,7419,7420],{},"The other day, we walked you through the process of measuring mobile marketing conversions using an online conversion funnel.",[24,7422,7424],{"id":7423},"today-wed-like-to-show-marketers-how-to-identify-holes-gaps-and-general-inefficiencies-in-online-conversion-funnels","Today, we'd like to show marketers how to identify holes, gaps and general inefficiencies in online conversion funnels.",[81,7426,7428],{"id":7427},"situation-1-tons-of-leads-begin-the-sign-up-process-yet-few-actually-complete-the-entire-lead-generation-form","Situation #1: Tons of leads begin the sign up process, yet few actually complete the entire lead generation form.",[46,7430,7431,7434],{},[49,7432,7433],{},"Possible Solution: Does your lead gen form ask for too much information or require sensitive information? Look at the sign up process from the eyes of your consumer and ask yourself \"Would I actually answer these questions if I was a potential customer?",[49,7435,7436],{},[46,7437,7438],{},[49,7439,7440],{},"Tip: Try going timing yourself as you go through the purchase \u002F sign up process on your own product.",[81,7442,7444],{"id":7443},"situation-2-inconsistent-flow-of-users-through-each-step-of-the-sign-up-purchase-process","Situation #2: Inconsistent flow of users through each step of the sign up \u002F purchase process.",[46,7446,7447],{},[49,7448,7449],{},"Possible Solution: Say you get 95% of users through to step 2, 90% through to step 3 and then only 35% through to the fourth and final step. Take a look at the flow of questions between 3 and 4; What are you asking the user for? How could you acquire that information in a different way?",[81,7451,7453],{"id":7452},"situation-3-the-form-asks-for-too-much-sensitive-information","Situation #3: The form asks for too much sensitive information.",[46,7455,7456,7465],{},[49,7457,7458,7459,7464],{},"Possible Solution: Try using a service like ",[206,7460,7463],{"href":7461,"rel":7462},"https:\u002F\u002Fdemandbase.com",[210],"DemandBase",", which collects non-personally identifiable information (non PII, for short) such as industry, category \u002F vertical, HHI, SIC code, etc and can populate those pieces of the form in the background without the consumer being asked.",[49,7466,7467],{},[46,7468,7469],{},[49,7470,7471,7472,7475],{},"Tip: A bit low fi, but have you re-considered internally whether you ",[52,7473,7474],{},"really need"," information that sensitive?",[24,7477,7479],{"id":7478},"drop-us-a-note-in-the-comments-section-if-youve-ever-come-across-a-conversion-path-issue-and-well-get-back-to-you-with-a-response","Drop us a note in the comments section if you've ever come across a conversion path issue and we'll get back to you with a response!",[14,7481,7482],{},"Go Forth & Conquer,",[14,7484,7485],{},"Mike",{"title":77,"searchDepth":291,"depth":291,"links":7487},[7488,7493],{"id":7423,"depth":291,"text":7424,"children":7489},[7490,7491,7492],{"id":7427,"depth":297,"text":7428},{"id":7443,"depth":297,"text":7444},{"id":7452,"depth":297,"text":7453},{"id":7478,"depth":291,"text":7479},"2012-02-23",{},"\u002Fblog\u002Fmarketing-analytics\u002Fidentifying-holes-sales-funnel",{"title":7414,"description":7424},"blog\u002Fmarketing-analytics\u002Fidentifying-holes-sales-funnel","_nAdNXib6VSZfpbt2qAfnsXvI0Dj5nXTS2APqi82ufY",[4973,5025],[7502,7549,7603,7650,7698,4973,7747,7795,5025,7857,2792,7923,7960,8003,8047],{"id":7503,"title":7504,"body":7505,"date":7,"description":7536,"extension":318,"images":7537,"isLeader":322,"jobTitle":7539,"linkedIn":7540,"meta":7541,"name":7542,"navigation":322,"path":7543,"quote":7544,"quoteCite":7545,"ref":7540,"seo":7546,"sequence":297,"stem":7547,"team":5022,"twitter":7,"updated":7,"website":7,"__hash__":7548},"team\u002Fteam\u002Falanna-moman-rawden.md","Alanna Moman Rawden",{"type":11,"value":7506,"toc":7533},[7507,7511,7514,7517,7520,7522],[14,7508,7510],{"className":7509},[2799],"Alanna graduated from the University of Alabama in 2004. She started her career at an advertising agency in Birmingham, AL, and has spent most of her career in Account Leadership roles working on consumer brands like Verizon Wireless, Books-A-Million, Toys ‘R’ Us, and Hard Rock Hotel & Casinos. In 2015, she left the agency world with a desire to gain more digital advertising experience, which led to her running a one-person digital department for a regional credit union.",[14,7512,7513],{},"Account Direction has always been a natural fit for Alanna because she enjoys managing projects, big picture strategy, and building relationships. She chose to come back to the agency world when she learned about MKG and our People First values.",[14,7515,7516],{},"She is most proud of the impact she had on her previous company by creating a positive and supportive environment for those she managed. ",[14,7518,7519],{},"Alanna enjoys spending time with her husband and two teenage daughters, has a very eclectic taste in music, and is an obsessive Hamilfan.",[81,7521,5000],{"id":4999},[46,7523,7524,7527,7530],{},[49,7525,7526],{},"In college, she won a radio contest for her youngest brother to have dinner with Nickelback. The band spent the entire evening trying to convince her, then 15-year-old, brother to drop out of school.",[49,7528,7529],{},"She once spent 3 hours convincing a famous country singer to get off his tour bus to shoot a commercial that her client had contracted him to be in.",[49,7531,7532],{},"Her family is a big fan of True Crime, and they binge Crime Junkie on every road trip.",{"title":77,"searchDepth":291,"depth":291,"links":7534},[7535],{"id":4999,"depth":297,"text":5000},"Meet Alanna Moman-Rawden, one of MKG Marketing’s amazing Account Directors, bringing 15+ years of account leadership and direction to the table.",{"landscape":7538},"alanna-moman-rawden.webp","Director, People & Culture","alanna-moman-rawden",{},"Alanna Moman-Rawden","\u002Fteam\u002Falanna-moman-rawden","I am the one thing in life I can control. I am inimitable. I am an original.","Aaron Burr, Hamilton",{"description":7536},"team\u002Falanna-moman-rawden","WPmQvGfbA7GjEpvcVEps9YUFm4Ihb7jAlxEbp7tr3IA",{"id":7550,"title":7551,"body":7552,"date":7,"description":7591,"extension":318,"images":7592,"isLeader":2826,"jobTitle":7594,"linkedIn":7595,"meta":7596,"name":7551,"navigation":322,"path":7597,"quote":7,"quoteCite":7545,"ref":7598,"seo":7599,"sequence":7600,"stem":7601,"team":7594,"twitter":7,"updated":7,"website":7,"__hash__":7602},"team\u002Fteam\u002Falicia-antonow.md","Alicia Antonow",{"type":11,"value":7553,"toc":7589},[7554,7559,7562,7567,7570,7575,7578,7583,7586],[14,7555,7556],{},[52,7557,7558],{},"How I Got Into Digital Advertising",[14,7560,7561],{},"With a background as a nurse, my journey into digital advertising began unexpectedly when I back to Ann Arbor, Michigan. A Google Partner approached me to assist with healthcare content and ads. I quickly discovered a passion for the field, and with Google Ads sales training followed by SEM training, I was hooked.",[14,7563,7564],{},[52,7565,7566],{},"What I Love About Paid Search",[14,7568,7569],{},"Every campaign is like a unique puzzle, even within the same industry. Variations in geography, audiences, and keywords make each project different. I enjoy leveraging the full suite of Google products—Search, Display, Demand Gen, and YouTube—because they work best when integrated. The ever-evolving nature of the work keeps me inspired and challenged.",[14,7571,7572],{},[52,7573,7574],{},"Why I Chose MKG Marketing",[14,7576,7577],{},"I was drawn to MKG Marketing for its people-first culture. The company recognizes that we are all human, with lives outside of work, and fosters a supportive environment that values balance and well-being.",[14,7579,7580],{},[52,7581,7582],{},"Fun Facts About Me",[14,7584,7585],{},"I’m an avid traveler and love immersing myself in different cultures. Before having kids, my husband and I spent at least three months each year exploring the world.",[14,7587,7588],{},"I take cooking classes with locals wherever I go and love scuba diving whenever there’s water nearby.\nMy kids are my world—seeing their faces light up when experiencing something new brings me the greatest joy.",{"title":77,"searchDepth":291,"depth":291,"links":7590},[],"Meet Alicia Antonow, one of MKG Marketing’s saavy digital ads experts, bringing 15+ years of hands on execution and strategy to the table.",{"landscape":7593},"alicia-antonow.webp","Digital Advertising Experts","alicia-a-36459bb5",{},"\u002Fteam\u002Falicia-antonow","alicia-antonow",{"description":7591},54,"team\u002Falicia-antonow","dX6MgSjdInEGV2mLfl0Uv4cjJ2Si5idzNXLe33_xMZY",{"id":7604,"title":7605,"body":7606,"date":7,"description":7637,"extension":318,"images":7638,"isLeader":2826,"jobTitle":7640,"linkedIn":7641,"meta":7642,"name":7605,"navigation":322,"path":7643,"quote":7,"quoteCite":7,"ref":7644,"seo":7645,"sequence":7646,"stem":7647,"team":7648,"twitter":7,"updated":7,"website":7,"__hash__":7649},"team\u002Fteam\u002Favery-davis.md","Avery Davis",{"type":11,"value":7607,"toc":7634},[7608,7612,7615,7618,7621,7623],[14,7609,7611],{"className":7610},[2799],"\nAvery began his digital marketing career at a tech startup focused on ID scanning and facial recognition software. In addition to gaining a deep understanding of paid media and analytics, this peaked his interest in cybersecurity and tech in general. He then transitioned to agency life where he specialized in SaaS marketing.\n",[14,7613,7614],{},"Over the years, Avery has touched a variety of verticals including health and beauty, eCommerce, medical\u002Fpharma, education, and more. He is drawn to agency life because of the variety of clients he is able to work with and, in turn, learn from.",[14,7616,7617],{},"Although he’s touched several areas of digital marketing, Avery feels most at home when doing Account\u002F Project Management as well as Copywriting.",[14,7619,7620],{},"As is the theme with many of our staff, Avery was drawn to MKG because of our culture. In Avery’s words “MKG shares the same values as I do in both my professional and my personal life. When I saw that we meshed so well, this was an opportunity I couldn’t refuse!”",[81,7622,5000],{"id":4999},[46,7624,7625,7628,7631],{},[49,7626,7627],{},"Avery is an avid racquetball player. Having first gotten into the sport in college, he’s had lots of fun playing over the years. He tries to get to the court at least once a week.",[49,7629,7630],{},"Avery is a hobby bartender and enjoys making, tasting, and learning about different drinks. He’s mainly a Kentucky bourbon guy but also loves Japanese whisky!",[49,7632,7633],{},"Avery is a black belt in Pasaryu. This is a Korean mixed martial art which includes karate, kung fu, and Taekwondo. He has also trained and competed with weapons: nunchucks and samurai sword just to name a couple!",{"title":77,"searchDepth":291,"depth":291,"links":7635},[7636],{"id":4999,"depth":297,"text":5000},"Avery Davis is an Account Superivor here at MKG Marketing.",{"landscape":7639},"avery-davis.webp","Account Supervisor","avery-davis-114055191",{},"\u002Fteam\u002Favery-davis","avery-davis",{"description":7637},59,"team\u002Favery-davis","Account Services","ysXkJK5t3F27trCgdjC7IRHXNs-Qxp9YxjH9QT3gDqQ",{"id":7651,"title":7652,"body":7653,"date":7,"description":7683,"extension":318,"images":7684,"isLeader":2826,"jobTitle":7686,"linkedIn":7687,"meta":7688,"name":7652,"navigation":322,"path":7689,"quote":7690,"quoteCite":7691,"ref":7692,"seo":7693,"sequence":7694,"stem":7695,"team":7696,"twitter":7,"updated":7,"website":7,"__hash__":7697},"team\u002Fteam\u002Fjared-gerling.md","Jared Gerling",{"type":11,"value":7654,"toc":7681},[7655,7658,7661,7664,7667,7670],[14,7656,7657],{},"Jared's journey into digital marketing started with answering a classified ad for a company looking for people with writing backgrounds for a position in SEO. As a graduate of Michigan State University with a degree in Creative Writing, this sounded like the perfect opportunity.",[14,7659,7660],{},"This small agency taught him SEO from the ground up, and, after taking a break from digital marketing to receive his MA from DePaul University, Jared jumped back into the field at a medium-sized agency out of Chicago as an SEO analyst.",[14,7662,7663],{},"Since then, Jared has worked for large and small marketing agencies for over a decade, providing expert SEO services in almost every industry that has a website on the internet. And with his background in writing, Jared feels most at home in the content and customer facing side of SEO and digital marketing.",[14,7665,7666],{},"It was first and foremost the people that drew Jared to MKG. Everyone at MKG has been so in tune with his values and his personality, and they've made his time at MKG easily the best experience of his career.",[14,7668,7669],{},"Fun Facts:",[46,7671,7672,7675,7678],{},[49,7673,7674],{},"I love to travel with my wife. We've been to many incredible places over the years, and are always on the lookout for our next destination.",[49,7676,7677],{},"I was a college rower in my younger days. I rowed mostly eights as a port, and competed against some of the best schools in the nation...and lost to most of them.",[49,7679,7680],{},"I love a really good French Martini.",{"title":77,"searchDepth":291,"depth":291,"links":7682},[],"Meet Jared Gerling, one of MKG Marketing’s thoughtful SEO Experts, bringing 10+ years of experience, intentionality, and creativity to the team.",{"landscape":7685},"jared-gerling.webp","SEO Expert","jaredgerling",{},"\u002Fteam\u002Fjared-gerling","The truth is, most of us discover where we are heading when we arrive.","Calvin (Calvin and Hobbes)","jared-gerling",{"description":7683},55,"team\u002Fjared-gerling","SEO Experts","1TbRdjbaY8GvD4YbpM3Pm85IGECKXrMtdVY8OquXFkg",{"id":7699,"title":7700,"body":7701,"date":7,"description":7734,"extension":318,"images":7735,"isLeader":2826,"jobTitle":7737,"linkedIn":7,"meta":7738,"name":7740,"navigation":322,"path":7741,"quote":7,"quoteCite":7,"ref":7742,"seo":7743,"sequence":7744,"stem":7745,"team":7,"twitter":7,"updated":7,"website":7,"__hash__":7746},"team\u002Fteam\u002Fkathy-obrien.md","Kathy Obrien",{"type":11,"value":7702,"toc":7731},[7703,7707,7710,7715,7718,7720],[14,7704,7706],{"className":7705},[2799],"\nKathy loves details and has managed the finer details of business her entire career.  She started her career in Center City, Philadelphia working for several law firms.  After she was married and had her first son, she left the bustling city to work closer to home at an international publishing company.  In 1994, Kathy and her husband Bill moved with their two sons to Charlotte, North Carolina.  They eventually completed their family with two more boys born in Charlotte.\n",[14,7708,7709],{},"In 2000 they relocated to Chester County, a suburb of Philadelphia. After a hiatus and four sons, Kathy returned to work in Chester County. This time, she gave retail a whirl so that she could be home when her school age boys were home. She quickly found out Ann Taylor was employing one of their best customers. Kathy then spent the following 10+ years in the Non-Profit arena where she did whatever needed to be done to further the mission. No job was too big, small, or unimportant to tackle.",[2641,7711,7712],{},[14,7713,7714],{},"Be faithful in small things because it is in them that your strength lies.\nMother Teresa",[14,7716,7717],{},"By February 2020, Kathy was eager to build something for herself and her family. She set off on a new adventure of starting her own business when she was connected with Kerry, Mike, and MKG. Having commuted and worked outside of the home for 10+ years, she was ready to work from home and have a better life balance. She followed the rainbow and found MKG in her pot of gold. MKG is like no other firm or organization for which Kathy has worked. Their standard of people first is evident in every team member, every decision, every meeting, every interaction. They live their standard.",[81,7719,5000],{"id":4999},[46,7721,7722,7725,7728],{},[49,7723,7724],{},"Kathy’s dislikes: fruit & chocolate together and Tuesday.",[49,7726,7727],{},"Family: Kathy met her husband Bill in Wildwood, New Jersey after their high school graduations during “Senior Week”. They have 4 sons and 2 grandsons. There hasn’t been a girl born in the O’Brien family in 32 years! You will often hear Kathy saying her boys are the best 4 gifts she’s ever been given.",[49,7729,7730],{},"Special talent: Baking. Her boys’ (Bill included) favorites are Spritz Cookies and Chocolate Chip Cookies. There is a running family debate as to whether Ricotta Cookies are cookies or biscuits. At Christmas time, Kathy has been known to hide cookies to save some for guests.",{"title":77,"searchDepth":291,"depth":291,"links":7732},[7733],{"id":4999,"depth":297,"text":5000},"Meet Kathy O’Brien, MKG Marketing’s amazing executive assistant who consistently supports all of MKG across the many needs of the company.",{"landscape":7736},"kathy-obrien.webp","Executive Assistant",{"imageDescription":7739},"Kathy O’Brien, MKG Marketing’s Executive Assistant, in front of a gray background | MKG Marketing","Kathy O'Brien","\u002Fteam\u002Fkathy-obrien","kathy-obrien",{"description":7734},80,"team\u002Fkathy-obrien","lRwZA7wCSBsHC6ufODo6kKfYgfp9Nf-RTYoTK1zEMo0",{"id":7748,"title":7749,"body":7750,"date":7,"description":7783,"extension":318,"images":7784,"isLeader":2826,"jobTitle":7786,"linkedIn":7787,"meta":7788,"name":7749,"navigation":322,"path":7789,"quote":7,"quoteCite":7,"ref":7790,"seo":7791,"sequence":7792,"stem":7793,"team":7594,"twitter":7,"updated":7,"website":7,"__hash__":7794},"team\u002Fteam\u002Fleigh-snyder.md","Leigh Snyder",{"type":11,"value":7751,"toc":7780},[7752,7756,7759,7762,7765,7768,7771,7774,7777],[14,7753,7755],{"className":7754},[2799],"\nLeigh has over 15 years of experience of managing Paid Search campaigns. She started her career at Solid Cactus, a full service eCommerce agency in Wilkes Barre Pennsylvania. Having no experience in Paid Search, she learned as she went, starting out in the earlier days of Google Adwords, when Adwords Editor wasn't even being used yet.\n",[14,7757,7758],{},"Leigh loves to create accounts and watch them grow, even more she loves to take a poorly performing account and turn it around. Watching the KPIs increase from changes she has made or new ideas she implements, keeps her career exciting.",[14,7760,7761],{},"Managing a wide variety of accounts that include local car dealerships, worldwide clothing stores, online supplement shops to plastic surgeons and much much more, Leigh brings a vast knowledge of creative ways in managing accounts.",[14,7763,7764],{},"While working the majority of her career in local offices, the options for expanding her career were becoming less and less. She decided to apply for a remote job (before it was the norm) and was able to get experience that wasn't as prevalent in the smaller area in which she resides.",[14,7766,7767],{},"After working from home for the past 6 years the opportunities kept coming and when MKG reached out to her, she knew that there was something special about them and decided to take the leap. The people first environment is not just talked about here, but it is practiced everyday. MKG Marketing is unlike anywhere she has ever worked.",[14,7769,7770],{},"Outside of work, Leigh enjoys spending time with her husband Dustin, their blended family (Emma, Casey, Jake & Brayden) and their dog Millie.",[14,7772,7773],{},"The kitchen is where you will always find her, she loves to cook and bake all things Gluten Free and no one ever knows. When they are not at a swim meet or a baseball game they love swimming in their pool, long walks on the local trails, renovating their house and binging shows.",[81,7775,7776],{"id":4999},"Fun Facts",[14,7778,7779],{},"Although it was just was a short time, at age 19 Leigh drove cross country from a small town in PA and moved to Hollywood Hills, CA. Her view from her kitchen window was the Hollywood sign. Not a bad first apartment.",{"title":77,"searchDepth":291,"depth":291,"links":7781},[7782],{"id":4999,"depth":297,"text":7776},"Meet Leigh Snyder, one of MKG Marketing’s amazing digital advertising experts, bringing 15 plus years of experience to the team",{"landscape":7785},"leigh-snyder.webp","Digital Advertising Expert","leighasnyder",{},"\u002Fteam\u002Fleigh-snyder","leigh-snyder",{"description":7783},50,"team\u002Fleigh-snyder","tY2JnqulQK9AU4TGRfATRnob3Thk9e9yAPu6iKBPA_s",{"id":7796,"title":7797,"body":7798,"date":7,"description":7845,"extension":318,"images":7846,"isLeader":2826,"jobTitle":7848,"linkedIn":7849,"meta":7850,"name":7797,"navigation":322,"path":7852,"quote":7853,"quoteCite":7797,"ref":7849,"seo":7854,"sequence":321,"stem":7855,"team":7,"twitter":7,"updated":7,"website":7,"__hash__":7856},"team\u002Fteam\u002Fmarketing-leadership\u002Fceleste-jacroux.md","Celeste Jacroux",{"type":11,"value":7799,"toc":7842},[7800,7808,7811,7818,7822],[14,7801,7803,7804,7807],{"className":7802},[2799],"\nCeleste Jacroux is a Go-to-Market architect for companies ready to graduate from \"random acts of marketing\" to a predictable revenue engine. As the Founder of ",[52,7805,7806],{},"Swell Marketing Advisors"," and a strategic partner to MKG, she brings deep expertise in aligning product, sales, and marketing into a cohesive GTM strategy.",[14,7809,7810],{},"Celeste understands that for founders, the hardest phase is often bridging the gap between a great product and the market that needs it. She specializes in clarifying positioning, defining ideal customer profiles (ICPs), and building the strategic roadmap that turns vision into traction.",[14,7812,7813,7814,7817],{},"At MKG, Celeste steps in as a Marketing Leader for our ",[52,7815,7816],{},"Marketing Leadership + Activation"," clients. She provides the senior-level direction and GTM rigor, working hand-in-hand with MKG’s activation teams to ensure that strategy doesn't just sit in a deck—it gets executed, measured, and optimized for growth.",[81,7819,7821],{"id":7820},"expertise","Expertise",[46,7823,7824,7830,7836],{},[49,7825,7826,7829],{},[52,7827,7828],{},"Go-to-Market Strategy:"," Launching new products and entering new markets with precision.",[49,7831,7832,7835],{},[52,7833,7834],{},"Positioning & Messaging:"," Translating complex tech into clear customer value.",[49,7837,7838,7841],{},[52,7839,7840],{},"Sales & Marketing Alignment:"," Ensuring the revenue team is fighting the same battle.",{"title":77,"searchDepth":291,"depth":291,"links":7843},[7844],{"id":7820,"depth":297,"text":7821},"Meet Celeste Jacroux, a strategic GTM partner to MKG and Founder of Sweel Marketing Advisors. She leads Go-to-Market strategy for high-growth companies.",{"landscape":7847},"celeste-jacroux.webp","Fractional GTM Leader | Founder, Swell Marketing Advisors","celeste-jacroux",{"imageDescription":7851},"Celeste Jacroux, Founder of Swell Marketing Advisors and MKG Partner","\u002Fteam\u002Fmarketing-leadership\u002Fceleste-jacroux","A great product doesn't win on its own. It wins when the story, the strategy, and the sales motion all pull in the exact same direction.",{"description":7845},"team\u002Fmarketing-leadership\u002Fceleste-jacroux","xCdtcFdNV4sp78oidUDMCvxluqrG5iEdRJkxxEAOYq0",{"id":7858,"title":7859,"body":7860,"date":7,"description":7910,"extension":318,"images":7911,"isLeader":2826,"jobTitle":7913,"linkedIn":7914,"meta":7915,"name":7917,"navigation":322,"path":7918,"quote":7919,"quoteCite":7917,"ref":7914,"seo":7920,"sequence":586,"stem":7921,"team":7,"twitter":7,"updated":7,"website":7,"__hash__":7922},"team\u002Fteam\u002Fmarketing-leadership\u002Flaura-mcaliley.md","Laura Mcaliley",{"type":11,"value":7861,"toc":7907},[7862,7866,7876,7879,7885,7887],[14,7863,7865],{"className":7864},[2799],"\nLaura McAliley is the growth strategist founders call when they are ready to turn early traction into sustainable momentum. As the Founder of Pebble Marketing and a key Marketing Leadership partner for MKG, Laura bridges the gap between high-level vision and the gritty execution required to scale.",[14,7867,7868,7869,2961,7872,7875],{},"Her track record speaks the language of investors and boards. She has successfully scaled SaaS startups from seed stage through to exit, most notably orchestrating a ",[52,7870,7871],{},"3x revenue lift",[52,7873,7874],{},"Security Journey"," that led to a successful acquisition.",[14,7877,7878],{},"Laura thrives in the \"messy middle\" of growth. Whether she is navigating the complexities of a Fortune 100 account or launching a scrappy go-to-market strategy for a new startup, her approach is the same: build the brand, unlock the revenue, and get the business investor-ready.",[14,7880,7881,7882,7884],{},"At MKG, Laura acts as a Fractional CMO for our ",[52,7883,7816],{}," clients, bringing the senior firepower needed to professionalize your marketing function without the full-time executive headcount.",[81,7886,7821],{"id":7820},[46,7888,7889,7895,7901],{},[49,7890,7891,7894],{},[52,7892,7893],{},"SaaS Scaling:"," From Seed to Exit",[49,7896,7897,7900],{},[52,7898,7899],{},"Revenue Operations:"," Aligning marketing spend with sales outcomes",[49,7902,7903,7906],{},[52,7904,7905],{},"Brand Strategy:"," Positioning startups for acquisition and investment",{"title":77,"searchDepth":291,"depth":291,"links":7908},[7909],{"id":7820,"depth":297,"text":7821},"Meet Laura McAliley, a strategic partner to MKG and Founder of Pebble Marketing. She serves as a Fractional CMO, helping founders scale from seed to exit.",{"landscape":7912},"laura-mcaliley.webp","Fractional CMO | Founder, Pebble Marketing","laura-mcaliley",{"imageDescription":7916},"Laura McAliley, Fractional CMO and Founder of Pebble Marketing","Laura McAliley","\u002Fteam\u002Fmarketing-leadership\u002Flaura-mcaliley","Founders don't need another slide deck. They need a roadmap to revenue and a partner willing to get their hands dirty to build it.",{"description":7910},"team\u002Fmarketing-leadership\u002Flaura-mcaliley","ke5GsAQwur6LBbt6guZUCgKQT6MJJm8UL5XCaXjVnZM",{"id":7924,"title":7925,"body":7926,"date":7,"description":7946,"extension":318,"images":7947,"isLeader":322,"jobTitle":7949,"linkedIn":7950,"meta":7951,"name":7925,"navigation":322,"path":7952,"quote":7953,"quoteCite":7954,"ref":7950,"seo":7955,"sequence":1790,"stem":7956,"team":7957,"twitter":7958,"updated":7,"website":7,"__hash__":7959},"team\u002Fteam\u002Fnathan-stenberg.md","Nathan Stenberg",{"type":11,"value":7927,"toc":7944},[7928,7932,7935,7938,7941],[14,7929,7931],{"className":7930},[2799],"Our SEO Expert, Nathan, comes to MKG with an extensive background in digital marketing from front-end development to omni-channel marketing strategy.",[14,7933,7934],{},"He discovered SEO as part of a tech support job with a template website company where he was supporting clients with their websites. There he defined and developed the standards and processes that the SEO team would use for keyword research as well as the writing and implementation of the optimization. He then leveraged these standards to create an add-on subscription-based SEO product called “SEO Boost” which provided clients with a more proactive SEO service for their websites. This resulted in him providing keyword research and optimization recommendations for close to 1,500 websites during his tenure.",[14,7936,7937],{},"From there Nathan moved into the agency world, staring with a small boutique firm in Portland, OR, providing SEO audits and recommendations for clients ranging from small businesses to enterprise e-commerce companies.",[14,7939,7940],{},"He then moved to a larger agency and, once again, developed the SEO Team processes as the agency transitioned from an email-focused agency to a full-service digital marketing agency. During this time, Nathan was able to explore different areas of digital marketing strategy and really developed an understanding and passion for omni-channel marketing.",[14,7942,7943],{},"When Nathan is not working, he enjoys spending time with his partner and two children. You can find him playing casual sports, music, and Overwatch as well as snowboarding and cooking.",{"title":77,"searchDepth":291,"depth":291,"links":7945},[],"Meet Nathan Stenberg, one of MKG Marketing’s Digital Marketing Strategist, with an extensive background in digital marketing from front-end development to omni-channel strategy. ",{"landscape":7948},"nathan-stenberg.webp","Director, Strategy","nathan-stenberg",{},"\u002Fteam\u002Fnathan-stenberg","Repetition is the path to mastery.","Zenyatta",{"description":7946},"team\u002Fnathan-stenberg","Marketing Strategists","natestenberg23","1moy0e42nEoQgH0weNaASdQ6FTDWXwC5TDftv5YS3tU",{"id":7961,"title":7962,"body":7963,"date":7,"description":7991,"extension":318,"images":7992,"isLeader":2826,"jobTitle":7786,"linkedIn":7994,"meta":7995,"name":7962,"navigation":322,"path":7996,"quote":7997,"quoteCite":5018,"ref":7998,"seo":7999,"sequence":8000,"stem":8001,"team":7594,"twitter":7,"updated":7,"website":7,"__hash__":8002},"team\u002Fteam\u002Fnick-bare.md","Nick Bare",{"type":11,"value":7964,"toc":7989},[7965,7969,7972,7975,7978],[14,7966,7968],{"className":7967},[2799],"Nick Bare's college offered a digital technology and culture degree and heI ended up taking some communications and marketing classes as well and liked the thought of them all lining up with each other. Once he graduated, he landed a role in paid search and has been doing it for nine+ years now.",[14,7970,7971],{},"He loves that there's always a challenge to tackle. He enjoys taking on new accounts and getting into the weeds to see what can help them turn around and start driving more efficient leads.",[14,7973,7974],{},"He's most proud of being a dad.",[14,7976,7977],{},"Interesting facts:",[46,7979,7980,7983,7986],{},[49,7981,7982],{},"Born with a cleft lip and palate and has had seven surgeries in his life",[49,7984,7985],{},"Watched the Seahawks win Super Bowl 48 with his dad in New York",[49,7987,7988],{},"Travels around the country to visit all the MLB stadiums with his son",{"title":77,"searchDepth":291,"depth":291,"links":7990},[],"Meet Nick Bare, one of MKG Marketing’s Digital Advertising Expert, bringing 15 plus years of experience to the team. ",{"landscape":7993},"nick-bare.webp","nickbare",{},"\u002Fteam\u002Fnick-bare","We can choose courage or we can choose comfort, but we can't have both.","nick-bare",{"description":7991},52,"team\u002Fnick-bare","yVusNcEIbiAvdPE02qyDKE_aINcQ0QMXSeyOKv9x5PE",{"id":8004,"title":8005,"body":8006,"date":7,"description":7991,"extension":318,"images":8033,"isLeader":2826,"jobTitle":8035,"linkedIn":8036,"meta":8037,"name":8005,"navigation":322,"path":8038,"quote":8039,"quoteCite":8040,"ref":8041,"seo":8042,"sequence":8043,"stem":8044,"team":8045,"twitter":7,"updated":7,"website":7,"__hash__":8046},"team\u002Fteam\u002Fprachi-sarin.md","Prachi Sarin",{"type":11,"value":8007,"toc":8031},[8008,8011,8014,8017],[14,8009,8010],{},"Prachi has worked in marketing for over 10 years across various industries, but digital marketing has always been her true interest. She finally got the opportunity to pursue it when she moved to the United States and joined MKG as an apprentice, embarking on her digital marketing journey.​",[14,8012,8013],{},"Why I Joined MKG Marketing:\nI joined MKG Marketing because of its people-first culture, transparency, and commitment to growth. It’s a place where I can learn, contribute, and work with a team that genuinely cares.",[14,8015,8016],{},"Fun Facts About Me:",[46,8018,8019,8022,8025,8028],{},[49,8020,8021],{},"I love to read detective, thriller, and mystery books and watch shows in the same genre.",[49,8023,8024],{},"I’m a mom to twin girls—they are my world! Watching them grow, learn, and explore life brings me joy.",[49,8026,8027],{},"I love cooking for my family. It started with my husband, who’s a foodie, and now we cook together for our daughters.",[49,8029,8030],{},"Our family also enjoys playing video games—it’s our way to unwind and have fun together.",{"title":77,"searchDepth":291,"depth":291,"links":8032},[],{"landscape":8034},"prachi-sarin.webp","Digital Marketing Coordinator","prachisarin",{},"\u002Fteam\u002Fprachi-sarin","We keep moving forward, opening new doors, and doing new things because we're curious, and curiosity keeps leading us down new paths.","Walt Disney","prachi-sarin",{"description":7991},75,"team\u002Fprachi-sarin","Digital Marketing","LjXpVTmZn-XwzExAyq2igbw_fHhrVcf4nOLoEmURbEQ",{"id":8048,"title":8049,"body":8050,"date":7,"description":8064,"extension":318,"images":8065,"isLeader":322,"jobTitle":8067,"linkedIn":8068,"meta":8069,"name":8049,"navigation":322,"path":8070,"quote":8071,"quoteCite":8072,"ref":8073,"seo":8074,"sequence":291,"stem":8075,"team":5022,"twitter":7,"updated":7,"website":7,"__hash__":8076},"team\u002Fteam\u002Fsam-ellsworth.md","Sam Ellsworth",{"type":11,"value":8051,"toc":8062},[8052,8056,8059],[14,8053,8055],{"className":8054},[2799],"Sam has over 15 years of experience managing the development of marketing campaigns for national and global brands. She started her career in San Francisco, working in account management at ad agencies, where she managed a range of successful marketing campaigns from Super Bowl TV spots and fully-integrated product launches to social media campaigns and events.",[14,8057,8058],{},"After 12 years in San Francisco, Sam and her husband decided it was time to leave the big city and find a slower pace of life, settling down outside of Burlington, Vermont. Sam spent her first couple years in Vermont working remotely for a San Francisco agency and then as the Marketing Director at a local craft brewery before joining the MKG team. She was drawn to MKG due to our people first value and the opportunity to get to focus on a few specific, results driven marketing tactics.",[14,8060,8061],{},"Outside of work, Sam spends her time with her husband, 4-year-old daughter and chocolate lab exploring Vermont and all it has to offer — from hiking, skiing and enjoying all the local food to growing their backyard garden and working on a never-ending list of house renovations.",{"title":77,"searchDepth":291,"depth":291,"links":8063},[],"Meet Sam Ellsworth, one of MKG Marketing’s amazing Account Directors, who brings over 15 years experience managing marketing campaign development. ",{"landscape":8066},"sam-ellsworth.webp","Director, Client Services","samantha-ellsworth-40875866",{},"\u002Fteam\u002Fsam-ellsworth","Sometimes the questions are complicated and the answers are simple.","Dr. Seuss","sam-ellsworth",{"description":8064},"team\u002Fsam-ellsworth","Xb0ljkUHaVzTObdBxfiOxIpE5jcK9HSfgiMlBhd8fuc",1787835200235]