We have been hard at work over the past few months doing what we can to share analytics tips, best practices and the latest from the trenches relevant to the measurement industry and those on their road to becoming analysis ninjas . We have had the pleasure of connecting with some influential media outlets and thought it would be beneficial to share some of our recent published pieces with our blog followers. Feel free to click through these links to review the entire piece.
Take a Moment to Get Feras’s M.O.
E-Nor’s Co-Founder and Principal Consultant, Feras Alhlou was recently featured on MO.com, a website highlighting entrepreneurs from all industries and all around the world. This online publication examines what makes entrepreneurs tick and shares with readers their habits, strategies and business philosophies. Feras’s feature begins with a quote that encapsulates his drive to make E-Nor successful, “Delivering and measuring results, then sharing those results with our clients, along with demonstrating the positive impact on their bottom line was (and still is) very satisfying to me.”
The competition was fierce, but CampaignAlyzer, a web-based solution that acts as a central repository platform where organizations can store their marketing campaign values in one database, caught the love of the audience and social world! The application streamlines campaign tagging into a process that is efficient, timely, accurate, adaptive, value-added and business critical.
Cost Data Import- Ever wanted to measure return on investment from multiple digital channels? Import data from multiple channels and review them in a custom report for cost analysis of traffic sources. See how all your digital marketing channels are performing compared to each other, so you can make better decisions about your marketing programs. E-Nor was featured on the Google Analytics Blog as a partner who implemented the cost data import successfully for a client (OEMPCWorld).
Timely Analytics for the Holiday
The PR team at E-Nor always tries to keep content timely and current, which is why we released an article just this week on Data Analytics for a Profitable Holiday Season through Independent Retailer’s online publication. This article provides valuable information to retail store owners and marketing managers on what and how to measure digital data just in time for Black Friday and Cyber Monday. We shared tips, suggestions and resources to ensure you have a profitable holiday season.
Talk About Analytics
Feras spoke on a number of different occasions this fall, one of which was at the Conversion Conference last month in Fort Lauderdale, Florida. As a speaker at the event, Feras touched on the topic of Big Data’s Perfect Storm: Actionable Customer Insights from the Cloud. Here, conference attendees learned about the “magic powers” of Big Data and data integration to provide the 360 view of customers and stitching data from multiple sources (campaign costs, CRM, web analytics data) to produce insights on reducing lead acquisition costs and overall cost per qualified lead.
E-Nor was featured on PUNCH Media & Marketing Made Easy radio show 1220 a.m. KDOW, The Wall Street Business Network, where Feras spoke on the topic of Web Analytics & Marketing Optimization. Listeners gained knowledge on measuring online marketing activities with email marketing campaigns, website offers and social media measurement. (Archived episodes aired October 6, 2012.)
Disparate data sources are common and problematic when trying to integrate and analyze all relevant marketing and business metrics into an impactful executive dashboard that trends data over time and gives insight to the client. In order to help combat an issue such as this, and as just announced on the official Google Analytics blog, E-Nor recently participated in early beta with the Google Analytics team and our partners at ShufflePoint, which developed the feature In2GA on their existing platform.
Fig 1: Client’s Adwords Data and Date have been blurred out.
E-Nor brought long-time client OEMPCWorld into this exciting development to help them overcome the stumbling blocks of varying data sources. OEMPCWorld Founder and President Michael Rosito shared:
“Using the ‘In2GA’ cost data import tool from Shufflepoint, enables E-Nor to analyze the performance of our paid search channel more efficiently.This translates into quicker insights comparing campaign metrics, ad effectiveness, and keyword performance at one glance instead of logging into multiple systems. Any application or feature that streamlines data collection for analysis, ultimately impacting the bottom line positively, is welcomed. Thanks for the continued innovations and look forward to more.”
In2GA is an extension to the ShufflePoint report automation platform which supports automated, scheduled transfer of ad performance metrics from ad platforms such as Bing Ads and Facebook into Google Analytics via the Cost Data Import feature. This awesome new capability was just announced at the Google Analytics Partner Summit yesterday. It will be rolled out over the next month.
Today, marketers are relying on multiple channels to convey and monitor their marketing efforts. With the introduction of Universal Analytics, the task of measuring these efforts is made simple. Now, you have the ability to see the effectiveness of advertising campaigns, sales, retention, etc. in one program, thus giving you a more clear insight into customer experiences.
Universal Analytics is offered through the new Google Analytics Measurement Protocol. This new protocol allows you to send your own digital customer data directly to your Google Analytics account, and shows how users interact with your brand through various platforms like laptops, tablets, smartphones, etc. It also accepts the integration of mobile data from Google’s already developed Mobile App Analytics tool. Another benefit of Universal Analytics is the ability for cross-channel measurement that lets you sync your own data from various marketing channels, thus showing the relationship between the channels that drive conversions and sales. You too can customize the metrics you want leveraging this data integration and develop key reports from this data.
Beyond The Web (and Mobile and Social) Analytics Capabilities:
Much simplified code and usage of client-side cookies
Transition from session based measurement to true visitor measurement
Ability to upload your own user ID data (e.g. from CRM systems)
Custom Dimensions: ability to upload and associate external data with your GA data
Want more information and benefits of Universal Analytics? We have been beta testing some of these features, so
let us know and will be happy to discuss how we can help you leverage these capabilities to impact your business.
And stay tuned to the E-Nor blog for more information about this and other Google Analytics announcements coming this week!
Last evening wasn’t just the evening of the first presidential debate of the 2012 election, it was also the first-ever GAUGE Hacknight & Google Analytics Application Showcase at the Boston 2012 GAUGE conference.
Our Marketing Analyst, Charles Farina, did a great job presenting and demoing the tool to the conference audience whom generously granted us their trust at the end of the presentations.
CampaignAlyzer is a web-based application that acts as a central repository platform where organizations can store their marketing campaign values in one database. Marketing agencies and digital marketers across an organization now have the ability to collaborate in tagging various online and offline campaigns, and ensure consistency in their campaign tagging.
Bulk Campaign Management: Ability to import and export campaigns from and into Excel, CSV and tab delimited files
Attribution Model: CampaignAlyzer provides the option to attribute the online conversions to the very first campaign or the most recent one
Analytics-Tool Agnostic: This application has the flexibility to use any campaign tracking variables in addition to the default Google Analytics UTM parameters
URL Shortener: CampaignAlyzer utilizes the Google URL shortening service goo.gl for easy URL sharing and distribution across social media and other marketing channels
Role-Based Access: CampaignAlyzer allows account owners and administrators to easily set up any number of users and grant them the account access privileges desired. Users are either 1) administrators who have full access to all campaigns and account settings 2) editors who can add, remove and edit campaigns or 3) read-only users who can simply view reports.
Easy Access: We understand that users of CampaignAlyzer are power users of Google Analytics and they already have a Google account to sign in to their Analytics Account. We also understand that they might not be interested in adding a new username and password to their already long list of account login credentials. Keeping this in mind, we have designed the app to allow users to sign in to CampaignAlyzer using their existing Google accounts.
Google has done it again! They’ve added yet another product to their already outstanding digital marketing suite. Introducing Google Tag Manager, a new powerful tool that allows you to deploy marketing tags onto your website in a matter of minutes, rather than days or weeks. And E-Nor is on the forefront of this exciting program, being one of the Google Analytics Certified Partners who are approved Google Tag Manager Specialists. Our staff has gone through rigorous testing and review to earn this certification, and be able to provide this highly beneficial tool to our clients.
Tag Management Systems (TMSs)
Google and Third-party Tags
The Google Tag Manager program supports a variety of Google and third-party tracking of marketing and management tags, which provides accurate and dependable data you can trust. Currently, the following tags are supported:
Adwords conversion tracking
It allows users to run campaigns on their schedule, is easily adaptable to current digital marketing tools and gives you confidence in the data you are gathering online. Google Tag Manager is fast and reliable, intuitive and is easy to use.
E-Nor Offers Google Tag Manager Consulting
E-Nor is already a certified partner with a number of Google Analytics products, and the new offering of Google Tag Manager is just another way we will help our clients get the most out of their digital marketing. E-Nor will develop the planning, process and strategy needed to properly deploy the Google Tag Manager tool. By utilizing our years of analytics expertise, complemented by our new status as a Google Tag Manager specialists, it shows that E-Nor continues to diversify service offerings to enhance our client’s agility in effectively measuring and improving digital marketing campaigns. This unique combination demonstrates our commitment to staying on the leading edge of industry advancements, and we are excited to offer this new service.
E-Nor is expanding! We are pleased to announce the opening of our newest office in Tampa, Florida. Starting this week, our new location will service the analytics and marketing optimization needs of E-Nor’s clients in the Tampa Bay area and Southeastern United States region. Operations will be led by Principal Partner, Bilal Saleh. We recently sat down for a Q&A session with Bilal, and wanted to share this exciting news with our customers, friends and community.
Q: Tell us a little bit about your background.
A: Well, I’ve been fortunate enough to have had the chance to work on cutting-edge technologies with the brightest engineering minds in the industry. I am also fortunate to have worked with visionary marketers pushing disruptive services and business models.
My career began as a software engineer developing chip-level communication protocols for one of the early voice response systems in the industry. I then progressed through various leadership roles including engineering management, business unit head, and then general manager. I established a business unit responsible for engineering, marketing and selling a service delivery platform for developing, deploying and managing mobile applications, which was a major shift in my career. That’s when I started my MBA at Kellogg. At that time, I handled B2B and C2C marketing, business intelligence, data-driven product positioning and pricing, and the mobile applications eco system. I also created business models for service providers and app developers to monetize mobile applications and content, and handled sales funnel management – lead generation, tracking, and nurturing in an extremely complex and competitive telecom environment.
Q: You have been granted three US patents, that’s quite impressive, what did it take?
A: Being a part of a team solving problems at the industry level and shaping the global standards puts you in a unique position that really gravitates you towards innovation. I remember my first patent: I was working late with a colleague, drafting a proposal for one of the T1P1 standards groups and we came up with a simple solution to a complex problem without adding complexity to the network. After brainstorming the solution on the whiteboard, we both looked at each other and said, “This is a patentable idea!” We stayed up all night and drafted the patent application which was granted in less than a year.
Going through the patent filing process is exciting. We had to sell the idea to an internal committee consisting of some of the brightest engineering minds, marketers and, of course, patent lawyers. That was a humbling experience for me.
Q: You have traveled the globe consulting and advising some of the most well-known brands. This is a clear benefit to E-Nor’s customers, share a little of your global experience?
A: Remember, when you are a young and enthusiastic software developer, your world evolves around solving technical problems. When you leave the lab and start talking to customers and listening to their pain points, you quickly realize that technology is just one piece of the puzzle and you start to understand the big picture. Your mindset changes and you start seeing technology as an enabler used by business leaders to achieve economical value for their shareholders.
The fact that I worked with some top global brands/tier-1 service providers to solve business problems using technology, and was exposed to a mix of culturally- and technologically-diverse customers was a big plus. That exposure not only enriched and shaped my view of the role of technology in achieving business goals, but also helped me understand and appreciate my customers’ pain points and focused my energy on developing business solutions. This shift in thinking and mindset forced me to be even more analytical and data-driven, not only from an engineering perspective, but also from a marketing and business intelligence perspective, where deriving insight from all the data one has is a critical factor for success. I think this particular aspect of my experience will enable me to understand our customers’ business objectives and pain points, and to develop practical solutions that achieve measurable results.
Q: What is your vision for the Florida office?
A: E-Nor is a trusted consultant throughout California and beyond. I hope to be able to leverage the company’s expertise and brand, and expand it to the business community in the Tampa Bay area and the whole Southeast. I plan to grow our healthcare and tourism segments, oh, and beat the California office in YoY growth!
Q: As one of the pioneers in the mobile industry, where do you see mobile going?
A: There are a number of studies projecting that the mobile device will become the number one device for accessing the web. Putting this in perspective, and in the context of global brands that are not confined to any specific geographies, you can quickly realize that the volume and variety of data these devices will generate is mind boggling. Being a veteran of the mobile industry and having helped global service providers in developing their mobile applications strategies and business models gives me the ability to look at mobile data in a more meaningful way. For instance, understanding how the location of a consumer influences his/her browsing behavior and purchasing decisions gives a deeper insight into his/her needs and intents. Browsing on a small screen and using touch instead of clicks also influences a user’s web interaction behavior. Understanding these subtleties in user behavior and their impacts on buying decisions will be a fascinating and exciting problem for marketers to solve. We need to be able to decipher “big data” and make sense out of what consumers are looking for.
Q: You have adopted the E-Nor analytics framework and are helping businesses in Florida leverage data to make better business decisions. What are the major marketing and analytics needs you encounter when working with businesses?
A: Businesses need to be discovering how much valuable and insightful data they have at their disposal and figure out to how to leverage it to make more educated decisions. They should replace the guesswork with a data-driven understanding of their customer’s behavior, which ultimately leads to better marketing and business decisions. Business leaders should also develop an understanding of what they are doing well or not so well , i.e. why they are spending too much money on marketing but not realizing great returns. Basically. just help them know what they do not know when it comes to digital analytics!
Q: On the personal side, Feras said that you do two hours of cardio every morning… is that true?!
A: Well, that must have come from Feras, he is raising the bar! I think he is referring to my challenge to my 20-year-old nephew 10 years ago, to do two hours of cardio and burn 20 calories a minute. I do not recall who won the challenge!
Seriously though, starting my day at the gym gives me the energy and the focus I need throughout the day. My 30-minute cardio is the best time to organize my thoughts and plan my day.
Thank you Bilal for this interview, and welcome on board!! For more information on E-Nor’s Southeastern U.S. market, contact Bilal Saleh at (408) 988-0003 ext. 210 or Bilal(at)E-Nor(dot)com.
Normally a new chapter of an organization takes some time (years in some cases) to catch up and be able to compete with other established chapters within the organization. Nevertheless, there is an exception to this rule and that’s if the new chapter was established in the Bay Area — you would have to expect the best no matter how big or small the event is and no matter where the bar was set by the other sister chapters.
Yesterday, the digital marketing and digital analytics industry experienced a state-of-the-art symposium organized by local DAA members (forming the soon to be the official DAA San Francisco chapter). The symposium was titled “What’s Next? – The Future of Digital Analytics” and was attended by almost 200 professionals who had the opportunity to listen and engage with 18 top-industry leaders.
For those of you who missed it, here are some highlights of the event:
<Session 1> Localization, Social Media & Mobile </Session 1>
My favorite presentation was by Jarah Euston of Flurry who delivered an awesome talk about the use of mobile apps in our daily life and how marketers through mobile devices can deeply understand their consumer’s behavior.
<Session 2> Big Data </Session 2>
The 7 Myths of Big Data:
<Session 3> Career Development in Digital Analytics </Session 3>
…and before we leave we have to take an E-Nor group picture
I would like to extend my sincere thanks to the planning team and the DAA staff for the efforts they put into planning the event. While I might not be aware of the amount of time they spent to make this event a successful one, every attendee (including myself) can tell from the end result that a lot of sacrifice was put forth to make this happen.
The Google Analytics Blog is always a great source for the latest and greatest features, capabilities and tips that Google Analytics has to offer. Well, last week has been no exception when it comes to dishing out the info on new things happening and what’s to come. At E-Nor, we stay abreast of these announcements and think it’s important to share the wealth of information with our customers and followers. Here is an overview of last week’s Google Analytics Blog posts:
Content Analysis – The Perks of Page Values
Google recently re-introduced a feature that can help users understand the value of content with a new metric titled Page Value (for those of us who remember the $index metrics, you will like PageVlaue). This feature can help you better understand which pages within your site drive the most conversions and revenue. With Page Value, it comes down to a measurement of influence; pages with a high Page Value are more influential than those with a low Page Value. This new metric provides you with added insight into specific pages within your site. Or, if you’re interested, calculating a group of pages, can be determined as well.
Page Value is calculated using the value of transactions and goals. Simply define a goal, assign it a value and monitor away! You can begin the process by going to the Content > All Pages report and look for the Page Value column on the right. Here’s the formula for how the Google Page Value is calculated:
Page Value = (Transaction Revenue + Total Goal Value) / Unique Pageviews for the page
Page Value won’t provide you with total transaction and goal revenues for your entire site, but it does provide some added metric information within your chosen pages.
As part of this recent blog post, Google also provides a couple of hypothetical visits to give you a better understanding of how Page Values are determined. In addition, the post goes further into helpful tips on how to get your Page Values started and working for you.
Bettering Bounce Rates
One important metric for digital marketers and web analysts has always been bounce rate. We want to know when a visitor is coming to the site, and leaves. We want to know why they leave so quickly, and so on. With Google Analytics we can monitor this key metric, and now have the added ability to make adjustments to the tracking of bounce rates, and in turn, better understand them.
Bounce rates help evaluate traffic quality. To better gauge visitors behavior, and the overall quality of their visit, Google Analytics offers the ability to manipulate these metrics through “adjusted bounce rate.” This is done by making a minor tweak to your Google Analytics code which allows for a predetermined amount of time (set by you) to indicate whether a visitor has “bounced” or should be counted as an event. So even though this visitor may not have gone to any additional pages on your site, they can be counted as an engaged visitor (blogs are good candidates to apply this new feature to, since many visitors come to read a post and then they are likely to leave).
To see the Google Analytics code needed to perform this adjustment, check out the recent GA blog post. The blog post also touches on other factors you need to be aware of in how this “adjusted bounce rate” may affect the volume of hits your site sends to Google Analytics (and go over the 10M monthly limit for non Google Analytics Premium accounts).
Re-connecting Through Remarketing
Another exciting announcement on the Google Analytics blog was posted last week about an easier way to re-connect with visitors through Remarketing with Google Analytics.
The Google Analytics blog also recently announced a simpler way to re-connect with your website visitors which highlights a new program that will be launched soon in beta format. Remarketing with Google Analytics can help re-engage visitors by taking analytics data already gathered and tailor ads and messaging specifically for them. Now you can leverage this feature directly from within GA without having to add yet one more tag to your site (and your IT team will love you even more ).
According to the Google Analytics blog, Remarketing with Google Analytics is expected to be rolled out by the end of the summer and will be available to users who are account administrators with a linked Google AdWords account.
What To Do Next?
So there you have it. Three great opportunities provided by Google Analytics on how to better track bounces, target your advertising message to be a better fit and empower your content analysis with value to pages.
Check out these features and give us a call if you have any questions or comments.
Join E-Nor’s Principal Consultant, Feras Alhlou, at the upcoming SES conference in San Francisco as he leads a roundtable forum on both Tuesday, August 14th and Wednesday, August 15th. In these “Meet the Experts” sessions, Feras will provide insight on new features in Google analytics as well as Google Analytics Premium, and answer your questions on all things Google analytics, conversion, testing and multi-touch attribution. These roundtable discussions allow for participants to learn, network and share information amongst the attendees.
If you haven’t yet registered for SES, do it now and take advantage of a 15% discount by using this special promo code: SPKRFA.
SES San Francisco is a leading industry conference geared towards marketers and SEO professionals. This 3-day conference brings people together to network and learn about topics such as PPC management, keyword research, SEO, social media, local, mobile, link building, duplicate content, multiple site issues, video optimization, usability and more. The conference takes place at Moscone West.
Again, register now, and use the promo code SPKRFA to take advantage of the 15% discount.
Last year Google Analytics announced Google Analytics Premium, so that enterprises could derive benefit from dedicated support, more horsepower and services they require from an analytics solution. Just last week EConsultancy published a report indicating that 5% of Google Analytics users they surveyed were using Google Analytics Premium. Many people wonder, who is using Google Analytics Premium? While there isn’t a published list, a good indicator of Google Analytics Premium’s success, could be gleaned from looking at the adoption of analytics platforms by Fortune 500 companies in relation to Google Analytics market share.
In October of 2011, our friend Stéphane Hamel wrote a blog post announcing that Google Analytics was installed on 45% of Fortune 500 websites. Another post by TechCrunch highlighted that Google Analytics is used by more than 55% of the top 10,000 websites. Both of these confirm that Google Analytics is the dominant measurement platform used across the web.
Usage in Fortune 500
I collected data over the past few months and have documented which Analytics tools each of the Fortune 500 corporations are using on their main website. Google Analytics is now in use on 51% of Fortune 500 websites. This is an increase from previously reported data showing a 45% market share. More than half of Fortune 500 companies are now using Google Analytics or Google Analytics Premium and 30 new enterprises have switched to or added Google Analytics in the past 9 months.
Not Slowing Down
The above images illustrate that Google Analytics is on the rise within Fortune 500 Enterprise. I attribute this to the aggressive improvements Google has been making over the past 12 months. We have seen Real-Time Reports, Multi-Channel Funnel, Google Analytics Premium, Content Experiments, Attribution Modeling, and Social Reports just to name a few. Google Analytics is showing continued signs of growth with a brand new Mobile SDK and completely new Mobile Reports coming later this summer. This is all likely to lead to expanded adoption of Google Analytics Premium, due to the ever increasing sources of data, or Big Data I should say, and the ever increasing need for smart people to transform the data into actionable insights.
Method: Data collected using Ghostery and analyzing the main website for each Fortune 500 company. Numbers in the bar chart add up to over 100%, due to some companies deploying 2 or 3 Analytics Tools.