Increase your website conversion rates by 10% in 2018 – in just 3 hours
Greg Sobiech
February 7, 2018
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Every marketer has heard “the right message to the right customer” for years, maybe even decades. By now, we are all sick of this phrase.



We all want to do “1-to-1” marketing, but many of us (including myself) are ashamed to admit that we don’t actually do that. Often, 1-to-1 marketing is a matter of “do as I say and not as I do” because we (or our clients) don’t know how to go about that concept or even where to start.

The good news is that, using Google Analytics free or Google Analytics 360, you can absolutely uncover awesome Audience Insights, which will provide a wonderful starting point for a new approach to marketing. It won’t be the holy grail of “1-to-1”, but will certainly perform better than the “spray and pray” approach to Audiences + Creative that most Brands still do today.
An Open Letter to Google: It’s Time to Make a Change
Susan Esparza
February 6, 2018
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The average customer journey before conversion is 6 touches. Or maybe it’s 13. Or perhaps 8.  Ask a dozen marketers how many times a customer interacts with their brand before purchase and you’re sure to get two dozen answers.



The one thing that every marketer from the newest intern to the most experienced CMO agrees on is that the answer is definitely not “one touch”.



Another thing that marketers agree on: every time a customer sees an ad, reads a tweet, likes a post, or watches a video, that contributes to their decision making.



This is not new information. Customer journeys have been growing longer and more complex for years. Today’s customer is a cross-device, multi-channel, multi-moment, sophisticated researcher who interacts with your brand many ways from search to social, to display to email before they purchase.



So why is the default attribution model in Google Analytics still “last non-direct click”?
Improved Attribution: Custom Channels using Google Analytics 360
Andy Semenihin
January 31, 2018
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Optimal budget allocation is one the most important requirements for a successful marketing program. Clear understanding of how your channels work in combination allows for making weighed decisions in budget allocation. CMOs are reporting that their marketing budgets are being cut if they can’t prove ROAS, making attribution more important than ever as part of your digital marketing solution.

Google Analytics 360 provides you with a standardized basic grouping of channels which, in most cases, works fine. However, the default behavior is not adjusted to the specific business needs of your organization and may become less accurate as your tactics and sources of traffic grow. Default grouping in this case may simply not work for your organization’s advanced analytics purposes. On average, 3-10% of traffic is attributed incorrectly or lost in ‘Other’ channel.
Building for Your Best Audience Using Google Cloud Platform
Ben Bodek
January 24, 2018
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Meet Bob.


Bob is one of your regular customers. He’s a frequent, high value converter and extremely loyal to your brand.  In short, Bob is the best. You want more Bobs.


But how do you win business from more customers with Bob’s loyalty and buying tendencies?
Are You Ready for Google Analytics 360?
Greg Sobiech
November 15, 2017
Having a powerful analytics solution is crucial for any business wanting to succeed online. But it can be difficult for marketers to determine when is it time to make the leap to an enterprise solution. After, all, it is not a trivial decision to move from a free solution to a premium price tag.

But price is far from the only factor and it is true that you get what you pay for. There are several considerations when deciding between Google Analytics and Google Analytics 360. Let’s walk through reasons you may want to make the move to GA360 from most simple to most complex.
Model This: Attribution Modeling in Attribution 360 (Beta)
Ashton Howe
November 8, 2017
As we come to the end of our series on attribution modeling using the Google Digital Marketing stack, we look forward to the future of attribution. Right now, if you’re ready for cutting edge attribution but aren’t resourced to bring the customized solution build in house, you can reach out to a Google Analytics Certified Partner** to help you execute against your goals. Next year, you will have another option for robust attribution modeling. In 2018, Google will be releasing a new enterprise-level attribution solution to provide full scale, data-driven modeling against all your marketing drivers.
Model This: Data-Driven Attribution Modeling in Google Analytics 360
Ashton Howe
November 3, 2017
As the intricacy of your marketing initiatives grows, the attribution offerings in Google Analytics (Free) and DoubleClick Campaign Manager alone may no longer fit your needs. This is especially true for large organizations managing At that point, you’ll likely require a stronger model offering, more robust in its logic, to help you more confidently optimize against marketing mix complexity. This will require stepping up to a Google Analytics 360 account*. 
Model This: Display Attribution Modeling in DoubleClick Campaign Manager
Ashton Howe
November 2, 2017
Display attribution modeling in DoubleClick Campaign Manager generates a single source of truth for metric volume and provides additional modeling capabilities to understand how your paid media is driving growth.
Model This: Custom Attribution Modeling in Google Analytics
Ashton Howe
Custom attribution in Google Analytics provides a rules-based model to assign conversion credit to touchpoints in a way that makes the most sense for your business.
Model This: Baseline Attribution Modeling in Google Analytics
Ashton Howe
November 1, 2017
Baseline attribution in Google Analytics provides a basic tool set to understand how your marketing channels are impacting your bottom line.