Decoding Your Superfans and Antifans To Unlock an “Unfair” Marketing Advantage
Do you have some customers who not only adore your brand but also make outsized contributions to your bottom line? And who always want more of your products? On the other hand, are there customers who end up being a financial drain on your business? Who buy only your loss-leaders, have continuous inquiries that tie up your support team, and always expect you to cover shipping costs? I’m convinced that just about every brand will answer a resounding “yes” to both questions. I categorize these...
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Decoding Your Superfans and Antifans To Unlock an “Unfair” Marketing Advantage
Do you have some customers who not only adore your brand but also make outsized contributions to your bottom line? And who always want more of your products? On the other hand, are there customers who end up being a financial drain on your business? Who buy only your loss-leaders, have continuous inquiries that tie up your support team, and always expect you to cover shipping costs? I’m convinced that just about every brand will answer a resounding “yes” to both questions. I categorize these...
3 Recommendations for Bidding Farewell to Universal Analytics with Confidence
Since standard Universal Analytics (UA) properties stopped processing data on July 1, I have been seeing quite a few grumblings on the interwebs about how Google Analytics 4 (GA4) is a disappointing sequel. Some dissatisfied marketers are even using GA4 to simply recreate the types of UA dashboards they are familiar with. I’m pleased to report, however, that we have been hearing fewer negative comments from our clients about GA4 over the last couple of months. I think that’s partly because we’ve been...
Google Ads Innovation Storm Watch: Campaigns Upgradeable to Performance Max
As my team and I continue to monitor the Google Ads innovation storm, a significant development on our radar is the new option to upgrade Display and Search Ads (DSA) and Smart Display campaigns to Performance Max campaigns. I recommend that you go ahead and take this option. (Note, however, that this is a “true” option, unlike the one standard Universal Analytics users recently had to make about moving to Google Analytics 4!) Why? You can reasonably expect to achieve...
Where Growth Meets Opportunity
Kiana Nemoto discusses her role as DELVE’s AdTechPlatform leader—and the opportunities for growth within this high-performing, dynamic team. Kiana, what do you do at DELVE? As Managing Director of AdTechPlatform, I’m responsible for the technology-licensing side of DELVE’s business. My team suports the clients that use the self-service technology we resell, and we’re also hyper-focused on the latest product updates, new solutions and general market changes. We aim to be the expert that advertisers...
Preserving Historical Data from Universal Analytics As You Migrate to Google Analytics 4
Best practices for safely exporting your valuable historical data This is the sixth blog in our seven-part Google Analytics 4 Migration Guide series. The series focuses on how businesses can accelerate their move to GA4 ahead of looming sunset deadlines — to gain a competitive edge by mastering the GA4 platform’s next-generation data-driven marketing capabilities. You can read the full Guide here. As the sunset of Universal Analytics looms, the most pressing concern for businesses is the...
Migrating Analytics Features from Universal Analytics to Google Analytics 4
Accelerating activation by bringing over audiences & goals This is the fifth blog in our seven-part Google Analytics 4 Migration Guide series. The series focuses on how businesses can accelerate their move to GA4 ahead of looming sunset deadlines — to gain a competitive edge by mastering the GA4 platform’s next-generation data-driven marketing capabilities. You can read the full Guide here. Having all GA4 tracking implemented and all data sources integrated with the new platform is essential to...
Marketing Leaders’ Roles Are Changing — Here’s How Based on Newest DELVE’s CMO Global Survey 2022
DELVE recently co-hosted a CMO roundtable event with AdAge to investigate how the marketing leaders’ roles and responsibilities are changing.The webinar was framed by exclusive insights from the DELVE CMO Global Survey, which asked 300 CMOs in the U.S. and Europe about their biggest challenges, their proven strategies for digital transformation, and the changing role of the CMO.The CMO panel shared their perspectives on key challenges, evolving responsibilities, and the role of data and technology in driving...
Linking Google Analytics 4 to Google Marketing Platform (GMP) Products
Leveraging the full Google ecosystem to see the full user journey This is the fourth blog in our seven-part Google Analytics 4 Migration Guide series. The series focuses on how businesses can accelerate their move to GA4 ahead of looming sunset deadlines — to gain a competitive edge by mastering the GA4 platform’s next-generation data-driven marketing capabilities. You can read the full Guide here. The key value of Google products has always been their seamless integration with each other....
Measurement Changes in Google Analytics 4
What GA4’s new measurement framework means for marketers This is the third blog in our seven-part Google Analytics 4 Migration Guide series. The series focuses on how businesses can accelerate their move to GA4 ahead of looming sunset deadlines — to gain a competitive edge by mastering the GA4 platform’s next-generation data-driven marketing capabilities. You can read the full Guide here. In the first two installments, we covered how to create a framework for migrating to GA4 and how to actually...
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