Empirical Blog

Empirical Path partners with Tag Management leader Tealium

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tealium certified agency partnerEmpirical Path is proud to announce a partnership with Tealium, the leading enterprise tag management solution. Our consultants help clients:

“...implement, audit, teach, support and customize Tealium iQ to put marketers in control of marketing technology and ease deployment of analytics and advertising tags. We migrate and enhance tags so key user actions and traits are shared across vendors with fewer development resources.”

Tealium is the leader in enterprise tag management, earning spots on the Forbes List of America’s Most Promising Companies of 2014 and Inc. 500 List of Fastest-Growing Private Companies in America.

Why are Tag Management Systems (TMS) important and why should you care? The explosion of digital marketing tools to attract customers and optimize website performance has complicated the task of managing and maintaining them. Tealium makes the lives of marketing managers and technologists easier by consolidating web and mobile tracking, advertising and other vendors’ code through an easy-to-use browser interface. As Forrester Research said,

“Tag management is much more than the management of client-side tags. Marketers see its greater value as an effective interface for the collection, refinement and distribution of digital visitor data to digital marketing vendor technologies. We are witnessing the emergence of the digital data distribution platform.”

It saves countless hours by easily customizing and publishing analytics tags like Google Analytics, Parse.ly, Mixpanel and Webtrends. Advertising, Personalization, Shopping and Social tags are also simplified thanks to the 600+ integrations in Tealium IQ’s Tag Marketplace. These tags can share data and interactions thanks to Tealium’s Data Layer and Extensions, which let us capture traits and clicks that used to require a developer.

Tealium also integrates with e-commerce platforms such as Demandware and Magento to ease the process of getting Tealium installed on client websites.

Other key features in Tealium include:

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Google Analytics Premium: have it your way

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google analytcs premium resellerEmpirical Path is thrilled to be selected as a Google Analytics™ Premium Authorized Reseller, enabling us to customize services and pricing for Google’s enterprise solution. Now we can deliver exactly the technical, reporting, and training services each client needs -- including services that Google doesn’t offer -- in a flexible pricing structure.

Google Analytics Premium changed the web analytics software landscape with a fixed, transparent price -- $150,000 per year -- for a combination of software license and fixed services. The license gets you enterprise-level reliability, power and security, and the services are implementation guidance, remote support, and training at a Google office.

But many enterprises need more than just guidance when they implement JavaScript to record key visitor behaviors across sites. And every data-driven organization wants analytics to drive site changes and inform decision-makers in the way they prefer. So Authorized Resellers like Empirical Path deliver services that you don’t get when purchasing directly from Google:

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Split test implementation laid out

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google analytics content experiments

Want to take the guesswork out of choosing the best landing page offer, call to action, or image? Learn more about split testing key page elements using the Content Experiments feature from our partner Google Analytics.

Our web analytics practice lead Jim Snyder was featured in another webinar with one of our agency partners and clients, Seattle search engine marketing firm Point It (click here to see the previous webinar in this series, "Google Analytics on Steroids").

Below is the first "chapter" of the webinar, which walks through Google Analytics' replacement for Website Optimizer: Content Experiments. This tool lets marketers listen to their audience -- instead of their guts -- by A/B testing when choosing the right copy, form, template, art or headline for critical pages.

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Attribution modeling explained

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attribution model comparison tool

Want to give credit -- for your website's successes -- where credit is due? Learn more about moving beyond "last touch" attribution by using new features from our partner Google Analytics.

Our web analytics practice lead Jim Snyder was featured in another webinar with one of our agency partners and clients, Seattle search engine marketing firm Point It (click here to see the previous webinar in this series, "Google Analytics on Steroids").

Below is the second "chapter" of the webinar, which explains how Google Analytics' features Multi-Channel Funnels and Attribution Model Comparison Tool let marketers give credit for conversions to earlier touchpoints (whether campaigns, social media, or search), and not just the "last click".

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Universal analytics unveiled

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universal analytics from google analytics

Need to track your digital audience no matter what device in the universe they use? Learn more about the next-generation Universal Analytics from our partner Google Analytics.

Our web analytics practice lead Jim Snyder was featured in another webinar with one of our agency partners and clients, Seattle search engine marketing firm Point It (click here to see the previous webinar in this series). Below is the third "chapter" of the webinar, which explains how Universal Analytics works to stitch together multiple visits via multiple devices from one person.

UPDATE: Google is in Phase 3 of its Upgrade Timeline; in the next and final Phase, the legacy "Async" (aka "Classic" or "dc.js") GA code will be deprecated, so contact us to start upgrading now!

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Google Tag Manager now tracks any click

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GTMWant to track almost any website visitor behavior with almost no dependency on IT or development resources?

This month's Google Analytics Certified Partner Summit launched another exciting new feature: Google Tag Manager Auto Event Tracking. This feature allows websites to fire a Google Analytics tag (or really any tag) based on just a user's click anywhere on the page! Literally anywhere already identified in the HTML, be it an exit link, file download, mailto link, or form.

Some of the initial documentation is a little light -- especially on how to track clicks on other elements such as images and buttons -- so as Google Tag Manager Certified Partners and GA Premium Authorized Resellers we wanted to clarify how to use GTM to track almost anything on a page with little to no customized code. As Justin Cutroni puts it, "Bye Bye JavaScript."

When you want Google Analytics or other tracking of a link or form, you typically have to tap technical resources to insert JavaScript within an onclick event and hard code it within every element you want to track. Doable, but a real pain, especially for the kind of enterprises that use GA Premium. We thoroughly audit analytics implementations to ensure such clicks are being tracked, and there are often errors. Here are the essentials of auto-tracking events:

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