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Google Analytics: Use Up-to-date Tags for Optimal Reporting

Google Analytics periodically rolls out new tracking code. To date, the updates have supported: Improved data collection methods, such as asynchronous tracking, which was included in a 2009 update. The “ga.js” tag could be placed at the top of all pages. It improved not only tracking but also load speed. Enhanced data collection, such as Universal Analytics, which…

Using Regression Analysis to Drive Ecommerce Sales

Have you ever wondered what drives your sales? Ecommerce businesses typically know the source of their revenue, the cost of acquisition, and whether campaigns are working. But what if you could drill down to find specific sales drivers? Using regression analysis, a business can determine subtle causes, such as: The social media channel that impacts…

Using Google Analytics to Compete with Amazon

It is almost impossible to sell something online and not compete with Amazon. But how can you attract more direct buyers to your site? Through superior service and expertise. For example, think about small, popular restaurants. These places are busy even as they compete with large, well-known chains. What is it about these smaller establishments…

20 KPIs to Drive Customer Journey Campaigns

If you are developing a digital marketing campaign for your ecommerce business, then data should play a central role in your decision-making process. Data can provide insights into your customers while helping you troubleshoot problems. While many marketers are comfortable tapping into data at the start of a campaign, few continue to return to data…

How to Audit Google Analytics Data, for Ecommerce

Data from Google Analytics helps ecommerce merchants make key decisions. But that assumes the data is accurate. In this post, I’ll provide instructions for conducting a Google Analytics audit to confirm the accuracy of the data or identify potential errors. Google Analytics Audit Process The following areas can cause reporting errors. Duplicate Google Analytics tags.…

Guidelines for Data Cleaning, to Drive Performance

Ecommerce businesses collect lots of data. Examples are newsletter signups, loyalty programs, sales transactions, and even supplier information. Regardless of the type, however, at some point you will need to clean the data. But when and what to clean differs among companies. In this post, I’ll offer guidelines. Guidelines for Data Cleaning First, identify each…