by leveraging their Digital Analytics & Marketing data
Data Science

How to build Data Science capabilities within your organization

Indicative image for data science

Modern businesses are flooded with a huge amount of data. And it is this enormous data that holds the key for better decisions to accelerate business growth. Simple! What more could any organization need? But here is the problem. To get the most out of this Big Data, it has to be analyzed , processed and this can only be done by experts who understand this data and handle it well.

Enter data scientists!-The new superheroes who use cutting edge technology to sieve data for actionable insights, and consequently make data science a highly sought after skill set by CEOs, management and HR officials for their workforce. Although learning data science seems complicated, hard and a never ending process, a dedicated, consistent effort by any small, mid-sized organizations to upscale their employees by teaching them the skills required for Data Science can bring in great results.

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Digital Analytics

What Does A Flawless Digital Analytics Strategy Look Like?

Digital Analytics Strategy

Let me begin with an inevitable truth. We are digitally ready for the future than ever before. There is complete digitization of customer-facing organizational systems and use of Digital Analytics to determine customer behaviors and trends. And so it would be more than safe to assume that Digital Analytics is the foreseeable necessity that organizations have to rely upon to drive better business results.

The good news is that the organizations are not shying away from spending the big bucks on Data Analytics today. One of the articles from Harvard Business Review on ‘Quantifying the Impact of Marketing Analytics’ states that “companies are currently spend 11.1% of their marketing budgets on analytics and expect to spend more in the coming years.  Since Digital Analytics is revolutionizing the way we approach business today, I guess it would be worthwhile to understand the Digital Analytics strategy that you as an organization can adopt in order to drive positive business outcomes.

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Data Visualization Digital Analytics

What does VP of Marketing wants to see in his Marketing Dashboard?

Marketing Dashboards

E-commerce players work hard to sell products online through various marketing initiatives. You, as an analyst strive to come up with a gamut of recommendations, but would those recommendations capture the imagination of a VP of Marketing or a CMO?

In my opinion, the basic mantra is to present the insights in a quickly digestible dashboard format that empowers him to make a decision that has the greatest impact in the least amount of time.

So, here’s a stab at listing out few aspects to be covered while designing such a dashboard for an e-commerce player based on my experience.

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Conversion Rate Optimization Landing Page Optimization Testing & Optimization

How to calculate the ROI of your CRO program

CRO is an investment. Make sure it grows.

The objective of a conversion rate optimization (CRO) program is simple – to get more value out of your existing audience.

For any business that invests resources in getting people to their website, this should be a critical piece of the strategy. Search engine marketing, social media marketing, email marketing, blogging, SEO, and many other promotional efforts are intended to drive people to the same destination hub – your website.

Website is your destination hub

Because your website is the critical path for customer acquisition, a small increase in conversion rate has great scale, and therefore, great impact.

Unfortunately, I’ve noticed that when it comes to investing time in CRO versus other marketing expenditures, like putting more money into PPC, we tend to lack an objective way to evaluate the decision. This lack of objectivity leads us to justify CRO without a clear or compelling KPI to back it up, and can lead to under-investment.

Let’s solve that problem.

In this post, I’m going to review how digital advertisers evaluate and justify their media budgets, show you a way to similarly calculate your return on CRO, and review some reasons why a CRO program may not always provide you with a positive return.

Ready? Let’s go.

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Heat Map Tools – What, How, and Why

The market today is flourishing with several digital heat map tools that offer similar functionalities with varying flexibility. The purpose of this post is to provide an overview of heat mapping tools and how they can be leveraged to help your business.

Specifically, we review the following topics:

  • What heat map tools are and why they matter
  • Types of heat map tools
  • Popular features
  • How Nabler used Session Cam to improve client conversion
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Digital Analytics Google Analytics

Know the health of your analytics implementation in 5 steps

In the digital arena, all types of businesses like to make an impact in the online world. They invest heavily on building a website which is a crucial entry point for consumers. Such hefty investment leads us to a very important set of questions revolving around whether it is working for their business or not. So, knowing the performance of your website is imperative to gauge the return on your investment.

Measuring is always a second step, with the very first step being getting the measurement tools in place. Before taking an important decision based on the performance metrics, you should make sure that the measurement tools are properly set up and that the data coming through is accurate. From the web analytics stand point, this means that the analytics implementation (be it Google Analytics or Adobe Analytics) should be comprehensive, flawless and as per the best practices.

In this blog, we have listed down 5 important checks you should carry out to know the health of analytics implementation on your website. You can carry out these checks for any website and not just yours. To keep the explanation simple, I have considered GA implementation here. You might have to convert these ideas based on the analytics tool you use.

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Mobile App Analytics Mobile Apps

Why Firebase Analytics (and not Google Analytics) for your mobile app analytics?

Firebase Analytics

With shifting technology and usage behavior, mobile applications are seeing a higher priority from businesses. As the investment in mobile increases, there is also a demand for detailed analytics from apps. Business stakeholders who approved the investment in the apps want to measure if they are achieving the business objectives.

Organizations want to understand the entire view of the customer, starting from decision to download the app through until the conversions in the mobile app. As a Consulting Organization, we have seen a lot of tools developed over the years to try and address this need through various methods. Back in 2012, when Google came in with their mobile app analytics solution, it was already late. Despite the few success stories, it was always a tough uphill effort to catch up with established players. In 2014, they acquired Firebase which was much superior to Google Analytics for mobile apps. If your organization uses only mobile apps, Firebase Analytics is the go-to tool for you.

Why you ask?

Firebase Analytics is user and event based while Google Analytics is best for a session and page based reality

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Digital Analytics Google Analytics

Google Analytics – How To Use It To The Optimum?

Google Analytics

Google Analytics is one of those tools that every marketer or website owner has used at least once. It is such a versatile tool that it can be leveraged equally well for small, simple website as well as large, complex ones. Google Analytics will start generating useful insights and give out tracking details as soon as you implement it, but what about going a level deeper. What are some of the things that you can do with Google Analytics to get more out of it?

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Conversion Rate Optimization

5 Signs That It Is Time To Invest In Conversion Rate Optimization

Conversion Rate Optimization Signs

Companies operating in today’s dynamic and the highly competitive digital world should ideally understand the digital body language of their users and create world-class experiences to optimize conversions. These conversions could be form submissions, newsletter subscriptions, content downloads, products/service purchases, etc. Conversion rate optimization (CRO) is a continuous method of improvement which can help convert passive website visitors into active users and accomplish your online business goals. Based on your website performance (gauged through quantitative data using analytics) and user feedback (qualitative data acquired from customer reviews, surveys, social sentiments, etc.), figuring out what your visitors are looking for when they come to any of your digital platforms (desktop site, mobile site or mobile apps) and create a frictionless experience, is the main objective of this initiative. In simple words, conversion rate optimization is finding WHY your visitors are not converting and fixing it for the optimum results.

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Channel Attribution

Channel Attribution – 5 Immediate Benefits Marketers Can Reap

Channel Attribution

Digital marketers often find themselves utilizing all sorts of marketing techniques available to them in order to increase clicks, visits, and conversions. However, the more they try new channels, the more convoluted the performance reports become. At times, it becomes hard to clearly understand the complex customer journey or path to purchase and accurately point out which engagement tactics, messages, or touch-points drove maximum conversions. It is also important to study that out of those conversions, which channels resulted in the most high-value customers.

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