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Ask the Analysts

A blog centered around digital analytics and the customer experience.

Author

DC

Millennial Marketer who specializes in digital analysis, reporting, and technical implementation when I need to be taken down a few notches. My biggest passion is both consumer behavior and finding ways to create meaningful brand experiences that connect the consumer to your company.

Accuracy and Diplomacy

As an analyst it’s hard to not step on toes. You’re most likely the person who has to report on someone else’s work (which may get sticky).

To push a company forward you have to be clear and un-biased regardless of effort, investment, or who was involved.

Push for a culture that accepts failure as a learning opportunity to create even better customer experiences.

I would follow two rules to reporting on failed campaigns.

  1. Set goals at the beginning of the campaign, and get collective buy in from the parties involved. This removes the subjectivity of the “failure” from the analyst and moves it to the key owners. It’s always easier to have a conversation on what success looks like.
  2. Give the owner of a campaign a heads up on its negative performance before pushing it to the team. This will allow you to work collaboratively to produce additional insight on why a campaign failed, as well as key learning’s for the future. Coincidentally, this also makes you not the enemy. 🙂

Super Bowl “adds”

Super Bowl ads have continued to increase in influence and reach every year.  They are some of the most popular television ads created. A few may go viral such as Mountain Dew’s “Puppy Baby Monkey”, or become immortalized in time such as Coca-Cola’s “Mean Joe Green” or Apple’s “Introducing Macintosh” (1984). This year I couldn’t help but notice the ad quality during the super bowl is considerably lifted, you could even call them… super ads.

The primary reason the quality of ads increases during the super bowl is due to the environment they are developed in. If we can replicate this environment, we can apply these principles to analytics to lift the quality of our insights and recommendations. The three applications for why super ads are head and shoulders above the rest are; set expectations, remove the hurdles, and optimize for effectiveness. Continue reading “Super Bowl “adds””

5 Reports You Need to Analyze Post Holiday

After we have completed the biggest time of the year for our industry, it’s important to review a couple reports that are key to gaining insight to your holiday performance. Below you will find 5 reports you can locate in pretty much any analytics tool as well as some questions to get the ideas rolling. By examining these 5 reports, you will have a better understanding of your business as well as jumpstart on next year. Continue reading “5 Reports You Need to Analyze Post Holiday”

Black Friday & Cyber Monday Insights

The peak holiday activity for Black Friday and Cyber Monday is finally over and Christmas is rapidly approaching. Before you head off to the most unproductive week of the year, we have a few key insights for you to get the wheels turning for next year. Continue reading “Black Friday & Cyber Monday Insights”

An Analyst’s take on AMP

Today I was able to watch the Google Analytics LiveStream focused on Best Practices Using Google Tag Manager for Accelerated Mobile Pages (AMP) which got me AMPed. Continue reading “An Analyst’s take on AMP”

Don’t Wait for Your Holiday Campaigns!

Don’t Wait for Your Holiday Campaigns!

Want to hear something truly scary for Halloween? It may already be too late to capture some holiday shopper’s sales! Last year, according to the National Retail Federation, 40% of customers begin their holiday shopping BEFORE Halloween each year, and this number has remained consistent since 2004. Continue reading “Don’t Wait for Your Holiday Campaigns!”

Quick Wins to Gain Trust as an Analyst

When you start at a company (or get a new client for agency workers) there will often be enormous issues staring you right in the face, as an analyst it can be easy to know where to begin, but hard to get sign off to start. If you are new, most often the decision makers are going to push back on you overhauling their tracking strategy and spending their entire analytics budget. To help get you those hours and budget to really impact a company’s strategy let’s look at 8 quick wins you can leverage to gain trust from your DM’s and provide instant value. We will look at two different groupings that can greatly prove your expertise and get people excited; strategy and technical. Continue reading “Quick Wins to Gain Trust as an Analyst”

Pokémon’s Keys to Success

Pokémon GO has done more than just pass Twitter in daily users and top iTunes charts in less than 14 hours, it has changed the landscape for businesses. Pokémon is the embodiment of what analysts have been seeing on the horizon for a while.  It’s the culmination of Virtual Reality, Geo-location, and mobile functionality all rolled into one. Pokemon has become insanely successful, so below I wrote down a few key marketing aspects which I believed contributed to the trends explosive growth.
Continue reading “Pokémon’s Keys to Success”

An Analyst Reviews Google’s Data Studio

Google announced yesterday during their Innovations Keynote that they will finally begin rolling out some pieces of their 360 suite. (I’d skip to about 50 minutes in if you are just looking to hear about data studio). Good news, Google will be providing a FREE version of the Data Studio for US users where you can create up to 5 reports for free. They will also be rolling this free version out to other countries soon. Feel free to go play around, but in this post we will get a mix of the current free offering as well as the general reaction I have had on the tool. Continue reading “An Analyst Reviews Google’s Data Studio”

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