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”?
Friday Must-Read Links: Back from Vacation Edition
Susan Esparza
January 12, 2018
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Happy new year and happy holidays! We’ve been away taking care of business and family and now we’re energized to begin 2018 with a bang. This week, we're talking programmatic, ad blocking and those darn millennials.
How to Fail with Programmatic in 2018
Alex Smith
January 9, 2018
It’s impossible to win with programmatic, or that’s what I hear. Despite advances in technology, better understanding of attribution, more flexibility in presentation and deeper inventory, programmatic is still seen as a risk even among the most senior marketers.

Here are the top 4 ways to fail with programmatic this year
Friday Must-Read Features
Susan Esparza
November 17, 2017
All across the web, articles, news and insights are shared daily. Very few of us have the time to read them all. So we've gathered a few must-read features for you from the Week of 11/13.  This week: Personae, Measurement for Performance, and the need for an educated team.
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: Custom Attribution Modeling in Google Analytics
Ashton Howe
November 2, 2017
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.