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

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

Data Analysis

3 Ways to Discover Customer Intent with Google Analytics

Do your website meet the actual expectations of your visitors? People rarely arrive at your website by chance. They have an intention and are there for a reason – regardless of what triggered their visit. And often times regardless of what you think their intention is. That’s why, it’s so important to understand those intentions so you can optimize for them. Perhaps your site navigation needs to be simplified. Or your homepage should have some different promotions. So by using Google Analytics to discover customer intent for your users, you’ll gain critical knowledge about your users. And you’ll get data showing where to optimize. 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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Data Collection, Data Quality

Which Ad Blockers are blocking Google Analytics?

Ad blocking software has gotten a lot of attention recently. Not because it’s new, but likely because it’s being used more widely. Studies put the ad block penetration at up to 37% or even higher – it depends on country and other factors. Ad blockers are intended to block those annoying (remarketing) ads that follow you around the net. But are ad blockers also affecting our ability to collect traffic data, e.g. by blocking Google Analytics?
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