Inspiration

Software for the Technical Digital Marketer

This weekend, I bought a new laptop. I went for a sleek Lenovo IdeaPad 710s Plus with a 256 GB SSD harddrive, lots of memory and a dedicated graphics card. But getting a new computer made me realize just how much software I’m actually using. As an ecommerce consultant, the entire software stack of the digital marketer is actually quite comprehensive. I even had a hard time remembering what to install. Not because of a lack of frequency of using different software, but simply because there’s so much! So I want to share my software stack – also as a checklist for myself for next time I’m getting a new laptop.  Continue reading

Inspiration

You know you work with digital and ecommerce when…

#1 … you ask a fellow passenger in the lift to “Please click the number five button”

#2 … you once in a while click a banner ad just for fun; and upon seeing the landing page, realizes that no one apparently had thought of that ever happening

#3 … you feel the need to optimize the way hotel buffets are ‘layouted’ every time you’re on vacation

#4 … you try to segment people on the train in different user buckets by age, gender and clothing style

#5 … you’re amazed how fast (and unsecure!) payment is in an actual store where you don’t have to enter card number, expiration datae security code and verify with 3D Secure

Inspiration

Choosing the Best Heatmap Tool for Mouse Tracking

If you’re a regular visitor on this site, you might have noticed that I’ve been running a poll to ask visitors about their preferred heatmapping tool for mouse and click tracking. Now, a heatmap tool is a great companion for Google Analytics. Because, while Google Analytics often tell us where something goes wrong, it doesn’t really tell us the actual problem.

This is when a heatmap tool offers some more qualitative data. If analyzed thoroughly, you’re able to determine if you have problems with your site. Those problems often relate to page layout. Maybe you’re using distracting images, too much text or call to actions without proper visibility.

There is a tonne of different heatmap tools on the market. Some of them are dedicated solutions; they simply do heatmaps of mouse movements and clicks and taps and nothing else. And other tools come with a bundle of different analysis features such as form tracking, polls and even survey modules. So which should you choose? Well, instead of doing a full comparison and loads of free trials, just checkout the rest of this post. Continue reading

Inspiration

Chrome Extensions for Google Analytics & Google Tag Manager

Implementation and auditing of Google Analytics and Google Tag Manager is essential when working with web analytics. After all, what good are reporting and analytics if you can’t trust your data? Usually, when setting up GTM and Analytics on a website, you’ll find yourself checking source code for the correct dataLayer or using real-time reports to see if data comes in. But Chrome Extensions for Google Analytics and Tag Manager makes it much easier.

The thing is, the whole implementation and debugging part is a cumbersome process. So is it possible to optimize that process? Well, yes – say hello to Chrome Extensions. Chrome Extensions are small plugins for the Google Chrome browser. And some of them are specifically for debugging the setup of Google Tag Manager and Google Analytics. So in this post, I’ll introduce you to my list of the most essential and, IMHO, the best extensions for Google Analytics and Google Tag Manager. Continue reading

Data Collection, Inspiration

Event Tracking for Mouseover/Hover on Element for X Seconds

A client of mine recently asked me to track ‘mouse interaction’ with an iframe that they embed on several pages. By ‘mouse interaction’, the client basically meant that they would like to track whenever users hovered their mouse cursor over the iframe for a certain amount of time. I’ve previously posted that you can track any mouse or keyboard interactions with Google Analytics. As long as they occur within the browser.

Luckily, there’s a widely supported browser event called ‘mouseover‘. The mouseover event fires when a user moves the mouse cursor over a specified element – for instance, an iframe. But it can be used on any visible HTML element on the page. So, by combining this event with a timer, it’s possible to push a dataLayer event to Google Tag Manager. And then use that event to send an event hit Google Analytics.

In the end, we’ll end up tracking Google Analytics events whenever a user hovers his or hers mouse over our specified element. Continue reading

Inspiration

4 important skills of great web analysts

The data analysts and web analysts of today are not just required to do reporting and relay data in simple charts and tables. True web analysis is about answering business critical questions and come up with intelligent answers. It’s about delivering real value based on insights derived from data. And it has a lot to do with recommending specific actions or to qualify discussions and planning in marketing and sales. I’ve thought about the most important skills of great web analysts for some time. I’m not done thinking, but this post contains some of what I’ve come up with so far.

Compared to web analysts 10 years ago, it’s now an entirely different skill set that’s required. The days where a web analyst was just the person who could navigate the reports in Google Analytics are gone. But what makes a great web analytics today? Well, a lot of different skills do – but in my mind, these are some of the general requirements:

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