Tag: Google Analytics


Life is Better in Pictures: Why Web Performance Data Should be Visual

August 3rd, 2016 — 12:51pm
SEO-web-marketing-analytics-dashboard-report

A simple DashThis dashboard report

The power of data visualization

You know how you tend to stick on Tweets or Facebook posts that have images more than those that don’t? It isn’t just you.

Now imagine if you could make someone stick on your web performance data as much as you stick on an image-laden Facebook post. Well, you can. Just make your data visual.

90% of the information your brain receives is visual, and visual information is processed approximately 60,000 times faster and more efficiently than text or verbal information.

When we read something, we’re required to think about the words were reading in order to derive meaning. This thinking occurs in the cerebral cortex-part of the brain, which is relatively slow and inefficient. However, when we see something, our visual cortex-part of the brain is the one working. By switching to this area of the brain, this shifts the cognitive balance and allows for exponentially faster and more efficient assimilation of data.

 

brain-balance-perception-cognition-horisontal

Source: Interaction Design Foundation

 

Basically, the quickest way to get into someone’s head is through visual communication.

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With beginnings in traditional print media, Nathalie has been in digital communications management, public relations, and content marketing for 8 years. She is now in charge of communications, PR and content marketing at DashThis, where she spends her time sharing her expertise in dashboard reporting.

1 comment » | Dashboards, Key Performance Indicators (KPI), Marketing, reporting, Web analytics

Putting together the KPI Puzzle

May 12th, 2016 — 9:50am

Putting_together_the_KPI_puzzle

 

As explained in a previous post, not all metrics are created equal. The most worthwhile metrics are those that you can act upon, those that serve a specific purpose in the analyzation and optimization of your digital strategy.

All KPIs are metrics, but not all metrics are KPIs

Actionable performance metrics, when tracked and properly scrutinized, are your business’s key performance indicators (KPIs). KPIs can be either monetary or non-monetary – however, their purpose is to measure your progress in relation to clearly defined objectives. As such, before determining what your KPIs should be, your first order of business is to determine your objectives – KPIs are useless with nothing to measure up against. As Avinash Kaushik (of Occam’s Razor by Avinash Kaushik) so eloquently states: “If you don’t actually know what you’re trying to achieve, it’s also hard to measure success.”

When you have determined your business’s most pressing objectives and the subsequent KPIs to measure, it’s important to keep three particular things in mind no matter which KPI you’re looking at:

  1. Single-session analyses will only take you so far: be sure to look at results over several sessions (pan-session analyses), since not all – in fact, not most – conversions will occur on a first visit.
  2. Source attribution will become possible thanks to pan-session analyses: by knowing which point of initial contact brought your visitors to your page in the first place (regardless of how they came to your site when they finally converted), it becomes easier to accurately measure marketing success.
  3. Segmentation is important to know precisely who is visiting and who is converting – knowing your ideal audience will enable you to create targeted content.

To sum up, you need to remember that your KPIs are dependant on the behaviour of individuals over time. It is important to know the entire picture of the behavioural process involved in the relationship between the user and your company. You don’t need single snapshots, you need the entire movie.

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With beginnings in traditional print media, Nathalie has been in digital communications management, public relations, and content marketing for 8 years. She is now in charge of communications, PR and content marketing at DashThis, where she spends her time sharing her expertise in dashboard reporting.

Comment » | Key Performance Indicators (KPI), KPIs vs metrics, Marketing, reporting, Uncategorized, Web analytics

What KPIs and Metrics Should I Use to Measure SEO Success?

March 18th, 2016 — 11:15am

What KPIs and Metrics Should I Use to Measure SEO Success Thank-you to Radomir Basta, CEO and lead SEO strategist at Four Dots inbound marketing agency and lecturer at the Digital Marketing Institute, for this article.

 

SEO campaigns don’t work on a “set it and forget it” principle and typically take weeks or even months to bring tangible results. Precisely because of this slow results delivery time, the entire campaign needs to be based on specific goals and include precise metrics that help in assessing its performance. In an ideal world, all these would be possible to define according to a unique SEO schema. In reality, however, defining the right KPIs and deciding on the most actionable data to track is much harder than that. While an increase in organic search traffic is normally the single most important goal of an SEO campaign, each website may need to use a different set of performance metrics in order to evaluate the actual campaign success. Therefore, defining the right KPIs is largely based on a webmaster’s idea on what brings most value for his or her business. Based on this knowledge, a range of metrics can be taken into consideration depending on the set of tools the SEO team has access to.

The power of SEO tools for performance assessment

Essentially a technical practice, SEO can hardly work without solid behaviour-tracking and data analytics technology. Fortunately, as the practice grew in popularity over the last several years, so did the number of tools and services used to extract the most relevant data on users’ behaviour. Among the tools that can help you get precise results of your efforts and help you reach your SEO goals faster, Google Webmasters Tools and Google Analytics are still irreplaceable for most webmasters. Yet there are many other services that help you monitor and analyze additional aspects of an SEO campaign to gather as many details on your audience as possible. Ahrefs and Moz tools, for example, are handy for measuring specific properties of your or your competitors’ websites, while CrazyEgg and KissMetrics can help you improve user experience to ensure your website delivers what the audience expects. Depending on the goals set, you may use one or more of these to bring your data together and ensure a more successful campaign. First, of course, you need to know exactly what makes KPIs relevant to track. Continue reading »

With beginnings in traditional print media, Nathalie has been in digital communications management, public relations, and content marketing for 8 years. She is now in charge of communications, PR and content marketing at DashThis, where she spends her time sharing her expertise in dashboard reporting.

2 comments » | Key Performance Indicators (KPI), Marketing, reporting

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