The Importance of Comparative Data (aka, “Comp. Data”)
The Importance of Comparative Data (aka, “Comp. Data”) You’ve created performance measurement for your marketing programs. You’ve identified key metrics that are critical to success ―micro and macro conversions. You’ve identified and defined the KPIs...
GA4 Frequently Asked Questions… and Answers.
There’s a lot changing with Google Analytics right now. It can be overwhelming, but below is a list of the most frequent questions that we have received from our Client Partners. What is GA4? GA4 is the new version of Google Analytics. GA4 was released in late 2020...
Google Analytics 4 Is Here, What It Means for Your Business
Google Analytics is the go to analytics for website tracking. Of course, any updates to this platform will have had big impacts to all it's users. This Google Announcement is one of the most important ever. Google has officially announced the sunsetting of GA3...
Paid & Organic Search Team’s Don’t Talk (that must change)
Searchers don't open Google and say, “this time I would like to search the Paid version of Google.” However, too often marketers think of Google in terms of separate channels. The most extreme example of this is Paid Search and Organic Search, which are often managed...
How to do real analytics work with your Google Analytics Account
How to do real analytics work with your Google Analytics Account *This article assumes that your website is already using Google Analytics (GA) as well as Google Tag Manager (GTM). If you do not already have a Google Analytics...
How to Win with Google Search (and the game of Monopoly)
In case you don’t remember, there are 28 properties on the monopoly board (22 streets, four railroads, and two utility spaces). The formula for winning at SEO (Search Engine Optimization) AND Monopoly is simple... Winners don’t rent, they OWN. As we all know, you can...
Using Paid Search in an Omni Channel Marketing Strategy
Originally posted on BuyerGenomics. What follows is a deep dive by the Head of Strategy for Endai, Damian Bergamaschi, on how to use paid search in an omni channel marketing strategy. Key Takeaways: Don't look at the...
Drive Your Buyer’s Lifecycle, Increase Revenue and Retention
The process of acquiring and sifting traffic into engaged, and ultimately people that buy from you is critical to your customer acquisition efforts. Managing your “audience” is often referred to as the early stages of the “Customer Journey.” In this column, we’ll...
Customer Value: Narrowcasting vs. Broadcasting
Virtually every brand we’ve met with in the last few months is hungry for new customers, the war for the customer is on. For more on growing your customer base, consider reading “Bigger is Better, How to Scale Up Customer Acquisition Smarter” an article we published...
The Most Important CRM Metric You Might Be Missing
Virtually every organization we have worked with in the past year is working on managing, improving, or optimizing their relationships with customers. This work falls under the umbrella term “Customer Relationship Management” or “CRM.” It is, of course, the oldest...