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Digital Analytics

Top 10 digital trends to look forward to in 2014

It is February 2014, and after the hustle and bustle of the beginning of the year, everybody must now be wondering about what all they should look forward to in the digital marketing space during the course of this year. Among the many initiatives and developments that took shape in 2013, most are expected to continue at a faster pace.

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Testing & Optimization

Homepage Testing – For how long should it go?

Homepage Testing

designer drawing website development wireframeThat’s the most popular question we have faced during our Testing and Optimization efforts with our clients. This simple sounding but very important question asks a lot of itself. And the answer is that the duration depends upon the achievement of goals of the test and also upon the confidence level attained so far.

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Predictive Analytics

How much data is enough data for Predictive Analytics?

Fotolia_59416124_S-2-624x573There has been a long-standing discussion among statisticians, as to what should be the sample size for any kind of advanced statistical analysis. Over time, this has led to a number of calculated solutions to mitigate the problem. The topic is embroiling, hence keeping the readers in mind, we will explore this debate on sample
size, how to quickly come up with a sample size for a particular case, and study some practical relatable examples.

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Mobile App Testing Testing & Optimization

Why is it difficult to conduct an A/B test on a Mobile App?

As the gap between desktop and mobile devices is narrowing down and usages of these different devices are overlapping, optimization of efforts by methods such as A/B Testing is also becoming severely important for the mobile platform.

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Digital Analytics

How to protect the integrity and quality of your digital analytics data?

data security

A Universal ChallengeSecurity concept: pixelated Umbrella icon on digital background, 3d render

Having worked with clients for more than five years in the field of digital analytics, I have noticed that one of the major roadblocks towards wider acceptance and use of analytics data is the lingering doubt about the data’s accuracy. In reality, managers would accept the reports we churn out, however, we know, based on the decisions they are making, that they have not wholeheartedly accepted them. Let us face it, after all, why should the decision makers trust the data we are presenting to them? In all likelihood, the Web Analytics System (the people, platforms, and processes) exist and work as a separate unit, rather than as part of the data user’s team.

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Google Analytics

Tips to gauge the performance of last year’s holiday season

webmarketing sales funnel with metal spheres inside plus a blue target with some balls on it, illustration isolated over white.

The holiday season has come to an end; we are now in the new year! It is time to distil all the web analytics data we have collected in Google Analytics, and reflect on the lessons we have learned. The insights gained from the 2013 holiday season will help us optimize our efforts throughout 2014.

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Testing & Optimization

What should we do if our Multivariate Test (MVT test) doesn’t result in statistically significant results?

Multivariate Testing

In the previous post, What Factors Impact The Duration Of Your Multivariate Test?, I had mentioned about two elemental factors that impact it — the Traffic Volume and Test Combinations. I had illustrated the effect of volume due to the number of combinations to get a better idea of its impact on the Test. However, there are situations when an MVT fails to provide a definite winner. Reason – Results are not statistically significant. Does it seem like doors to a happy ending are suddenly closed?

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Predictive Analytics

What are the common challenges faced by a Predictive Marketer?

Predictive Marketer

 

By the concept of opportunity cost, any rational person is every day faced with multiple choices, and when he chooses one over the other, it is because the benefit obtained from that choice is greater than the opportunities lost from not choosing the others. So how does this apply here? In this era of cut-throat competition and thinning margins, the need of the hour is ‘intelligence’ that would win new customers, satisfy them, maintain customer confidence, and turn them into brand advocates. In marketing lingo, this translates to Reach, Engagement, Activation, and Nurturing.

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Digital Analytics

Does your Marketing and Merchandising dashboards provide actionable insights?

Marketing Dashboards

As we are approaching the most exciting time of the year, there is a lot of tension in the economy due to 2 weeks of Government shut-down earlier this month due to constant tussle between the congress and the GOP regarding the lift in the debt ceiling, and most importantly, a consistently higher unemployment rate which has lowered the Consumer Confidence quite significantly. In the recent Holiday Forecast by National Retail Federation, the holiday sales are expected to increase by +3.9% to $602.1 billion out of which, $82 billion is predicted to be driven by online channel.

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Testing & Optimization

What factors impact the duration of your Multivariate Test?

Multi Variate Testing

 

Testing for optimization has been an essential scientific method, but it has its own requisites that have to be taken care of. Testing two variations can solve many confusions in the form of A/B Testing. But there is also the need of testing website properties by varying more than two components at a time, which is referred to as Multivariate Testing or MVT. It is also worth noting that it is simpler to run an A/B Test compared to run an MVT. The ease of setting up an A/B Test makes it a better choice to test major variation changes which can be limited to the variation of two types. In fact, testing of more than two largely disparate variations is also generally referred to as A/B Tests, though they happen to be A/B/“n” Tests. These would be applicable if all the variations are significantly different from each other.

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