Top Use Cases for Salesforce and Google Analytics 360
DELVE Experts
May 4, 2018
Main Image
Discussing the integration between Salesforce and Google Analytics 360 in the abstract is all well and good, but sometimes it’s nice to get down to concrete examples. Let’s look at three ways that the new partnership is delivering real results.
Google Analytics 360 & Salesforce: Improved Attribution Modeling for Marketing ROI Analysis
DELVE Experts
April 26, 2018
Main Image
The buyer’s journey in today’s day and age consists of many customer touchpoints leading up to a purchase. In some industries, this journey is especially long and complex. For example, in B2B products and services, it’s not uncommon for the average sales cycle to take well over a year and consist of offline, online, and cross-device interactions.
What’s a ‘Good’ CPM in Programmatic Display?
Greg Sobiech
April 11, 2018
Main Image
What is a fair price for a cup of coffee? How much do I need to pay for a house? What is an average price for a dinner? These and many other similar (broad) questions have one, very annoying, answer - it depends. The same philosophy applies to CPM pricing in Programmatic Display.
The State of Mobile and Digital Advertising in 2018
Susan Esparza
April 5, 2018
Main Image
As marketers, we like to dub things “the year of X”, to indicate that this is the year that some technology, philosophy, or marketing tactic comes into its own. During those years, it is no longer about leading the curve, but not being left behind. Judging by headlines from the time, the year of mobile was 2008. Or maybe 2012. Or perhaps 2015.
Case Study: Conversion Improvement Via Audience Identification
Greg Sobiech
March 29, 2018
Main Image
Increasing conversions and reducing spend is the goal of every marketing team. Recently, we proposed that you could improve website conversions in just 3 hours. In that post, we referenced a client for whom we performed exactly that analysis.  Today, we’ll show you how we improved conversions for our client by identifying and targeting highly engaged audiences.
Increase your website conversion rates by 10% in 2018 – in just 3 hours
Greg Sobiech
February 7, 2018
Main Image
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
Main Image
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”?
How to Fail with Programmatic in 2018
Alex Smith
January 9, 2018
Main Image
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
Main Image
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
Main Image
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.