Every year, we observe that the marketing budgets are consistently soaring and cost per acquisition is rising across channels. With the increasing complexity of the digital world which is getting amalgamated with the offline world, the task is becoming a huge challenge for digital marketers. To know which channel works for their specific requirements and how the marketing budget should be allocated, they must consider channel attribution analysis.
There are Marketers or Analysts who use CTR (Click-through Rate) to measure the viability of their acquisition campaigns. Well, nothing much to write about this lonely and caped segment.
Then there is the more evolved breed of these Marketers who move beyond the clickety-clicks and measure Visits/Visitors and Bounce Rates to measure success. A warm appreciation for them.
Most digital marketers are worried about making any changes to their current website. If things are going okay, they are often anxious about change as those tweaks might hamper the conversion rate further. Or, they might end up investing in a lot of design changes and notice no resultant improvement in the conversion rate. So,
the process of conversion rate optimization is often ignored or only minor or “safe” changes are made to the website. This makes the website stale and marketers don’t get the opportunity to understand how they can increase conversion rate on a consistent basis.
2015 was undoubtedly the year of digital analytics. Businesses in all domains now utilize some sort of business or digital analytics to optimize their processes and enhance marketing effectiveness. But a common factor that most of the companies are struggling with is the shortage of experienced analytics professionals. According to the A.T. Kearney 2015 Leadership Excellence in Analytic Practices, “Companies will need 33 percent more talent in analytics over the next five years, across all industries”. There are already 10% unfilled analytics related positions. According to a report by McKinsey, “By 2018, the United States alone could face a shortage of 140,000 to 190,000 people with deep analytical skills as well as 1.5 million managers and analysts with the know-how to use the analysis of big data to make effective decisions”. Hiring analytical talent in-house is the biggest challenge that companies face today and hence they opt for Nabler’s remote analyst program.
