A math-based discipline that seeks to find patterns in data to increase actionable knowledge. Analytics employs statistics, predictive modeling, and machine learning to reveal insights and answer questions. Weather predictions, batting averages, and life insurance policies are all the result of analytics. In the world of digital marketing, analytics is critical to understanding and predicting user behavior and optimizing the user experience (UX) to drive sales.
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Personalized Marketing
The practice of using analytics to make advertising messages and product experiences feel unique to each customer. Personalized marketing is much more than just inserting the customer name into the same marketing email that goes to all of your ...
Omnichannel Marketing
Omnichannel marketing creates a cohesive, integrated shopping experience across a brand’s sales touchpoints—including brick-and-mortar locations, events, mobile devices, and online stores. It uses data and analytics to create consistency whenever ...
Google Analytics
A platform that measures and reports on website traffic. It provides information about how people use your website, which includes the most popular content, the time spent on each page, and what devices are used to browse. Google Analytics can be ...
Conversion Rate Optimization (CRO)
The process of increasing the percentage of users who take the actions you want them to, such as clicking on a website link or purchasing a product online. Two key conversion rate optimization (CRO) strategies are A/B testing and personalized ...
Tracking Code
A small piece of JavaScript placed on a website that sends data to Google Analytics. The tracking code is what enables Google Analytics to report information about your audience, including how they got to your website, how long they stayed, and what ...