Category: Analytics & Data

June 1, 2023

Google has been putting in extra effort for its second major transition in the realm of analytics. Those who work closely with analytics may recall the introduction of Universal Analytics, which, in an ironic twist, is set to be superseded […]

May 25, 2023

Gathering information on customer experiences and how these evolve during the customer journey is lifeblood for a brand. With this data, businesses can prioritize the nurture and growth of their customer base. The Value of Customer Success Metrics It’s true […]

May 5, 2023

As we move toward a cookieless future, brands that generate value from personal data will need to change the way it is acquired. The tension between personalized experiences and privacy is increasing, and we need to be mindful of the […]

April 26, 2023

CMSWire is holding its upcoming conference, CMSWire Connect, May 10 – May 12 this year in Austin, Texas. The conference will host speakers from various domains within customer experience and the digital sphere. CMSWire is running Q&As with featured speakers […]

April 12, 2023

Without question, data is not only the life blood of the modern enterprise, but also the key building block for digital customer experience and digital transformation. Given this, the question is do CIOs and other technology leaders have a clear […]

March 22, 2023

Editor’s note: This is the second in a series of two articles covering key aspects of the upcoming retirement of Universal Analytics and transition to Google Analytics 4. See the first article here: Google Analytics: 4 Tips to Transition from […]

March 20, 2023

Despite the looming deprecation of third-party cookies, loss of signal identifiers and growing number of privacy regulations, third-party data continues to play a major role in forming media strategies, according to Datonics’ latest survey. The findings suggest that marketers may […]

March 20, 2023

Zero-party data refers to customer information that is intentionally and proactively shared with brands, usually through surveys, forms or preference centers. Unlike first-party data collected directly by companies, zero-party data is based on trust and transparency and can provide valuable […]

March 7, 2023

Google Analytics has been the staple analytics package for many digital teams, which have relied on it to track website usage and success for a number of years. Of course, part of the reason for this is Google Analytics’ freemium […]

February 28, 2023

While companies have made solid progress in unifying their customer data, nearly two-thirds still don’t use a customer data platform (CDP). This leaves copious room for growth, according to the 2022 CDP Institute Member Survey. “It’s not surprising that 2/3rds […]

February 9, 2023

By analyzing the right customer journey analytics, businesses can identify pain points and areas for improvement, as well as optimize their marketing and sales efforts. It’s crucial to use analytics to understand the customer journey in terms of contingencies, said […]

February 7, 2023

Marketers want 360-degree views of customers in order to provide them with the most enticing, personalized messaging. But to have such a comprehensive view of customers, marketers need comprehensive data from a variety of sources. However, collecting, merging and analyzing […]

January 31, 2023

There’s no doubt about it: Internal silos can wreak havoc on your company culture, your sales and ultimately even your revenue. But even though B2B organizations have emphasized alignment in recent years, silos can be persistent. If you’re finding that […]

January 6, 2023

Ninety percent of data produced and stored is not simply useless; it gets in the way of useful data. Waste data makes it harder and harder to find and make use of good data. John Booth gave me a great […]

December 5, 2022

Google Analytics (GA) may be introducing a lot of changes to the analytics workflow with GA4, but one kind of workflow that marketers can steadily rely upon is site search. I covered the site search feature in Google Analytics back […]

November 21, 2022

By using artificial intelligence (AI) and machine learning (ML), brands can analyze data objectively, improving insights and generating actionable reports that can be used to make data-driven decisions. With AI and ML, these insights are more sophisticated and valuable to […]

November 1, 2022

NPS. CLI. CSAT. CES. CLV. And on and on and on. Most of us have tried it all — and often with such ardor that we tend to categorize CX professionals by which camp they’re in. I’ve spent at least […]

October 31, 2022

Here’s one for the big ad nerds out there, getting into even deeper analytics. Google has today announced some new updates to its Ads Data Hub option, which enables marketers to upload their own, first-party data into BigQuery, then join […]

October 21, 2022

By now, most marketers are aware of the convergence of global factors that will undoubtedly make targeting and measurement more difficult to perform in the future. The deprecation of the third-party cookie by Google, which is forcing brands to rethink […]

October 18, 2022

UTM tags are a cornerstone of analytics strategy. Their role with digital ad links has expanded into links for social media, email and QR codes. Today most marketers are very familiar with the UTM parameters, a legacy of Urchin measurement […]