So far, we have taken a high-level view of the OnDigitalMarketing.com website property’s analytics. As we’ve seen, there is plenty of work to be done. However, let’s pause and parse out a framework that will help us move the website forward. Drowning in Data The...
Now that we have a good understanding what some of these basic web metrics are all about, let’s walk through a case study example of using these analytics in action. For the purpose of this chapter, we’ll be using Google Analytics as our platform. Please note, there...
Image source: Flickr We touched on Engagement at the start of the chapter but let’s dig deeper for further clarity. Engagement is often confused with a term called “vanity metrics” – a measurement that sounds impressive but does not provide any real value to...
Image Source: Flickr kkirugi This is where we start to see the rubber meet the road in digital marketing. A quick review: If you recall, we spent some time brainstorming different Key Performance Indicators (KPIs) in our Strategy phase. These goals were flowed through...
Image Source: Flickr – Chris Isherwood This is one of the handiest and easily applied metrics in our analytics toolbelt. Simply put, it measures when a website user hits a web page and then “bounces off”. In other words, the user leaves without viewing any...
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