Empirical Blog

Analyze to Optimize: Putting the Google Analytics 360 Pieces Together

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Google Optimize 360Like many of our readers, we at Empirical Path have been excited to start applying the new tools and integrations now available in Google's Analytics 360 Suite. Google’s new website testing tool, Optimize 360, currently in beta for Analytics 360 (Premium) customers but soon to become generally available, is one of the potentially more disruptive-in-a-good-way additions to its collection of premium tools. As a provider of advanced analytics consulting to leading publishers such as Business Insider and Gannett, we have been helping our Analytics 360 customers put the new testing platform to work.

Recently, a client of ours and Optimize 360 beta participant documented some of their initial successes. Read how The Motley Fool achieved a 26% lift in website conversion rates using easy-to-deploy A/B tests with Optimize 360 and its Analytics 360 integrations. In the case study, our client underscored how optimization is best supported by web analytics data you can trust:

The ability to use our existing Analytics 360 data in a testing platform was huge for our team. Our server-side event tracking for key metrics like leads and orders is 99% accurate—far better than with other sources.
- Laura Cavanaugh, Data Analytics Manager

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Klipfolio lets us mass customize dashboards

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klipfolio registered partner dashboardOur dashboard software partner Klipfolio published a detailed "how-to" article by Empirical Path Data Analyst Justin Marciszewski based on a recent client success, "Personalizing a Dashboard for 200 Users." Justin writes:

"We work with a well-known publisher of consumer content which manages a network of 200 affiliated content providers. These affiliated contributors submit articles and videos for publication on our client’s mobile apps and website. Over the course of 2015 content providers were asking our client a simple question: how is our content doing? While answering this question on a case by case basis would be straightforward, providing feedback to 200 affiliated content providers would not, and our client wanted to provide real-time feedback, so content could be improved in real time.

They asked us for help.

With access to a large data set containing all the information the content affiliates were requesting, our task was to build real-time dashboards that could be used to surface localized KPIs to specific content providers."

Empirical Path leveraged Google Analytics data captured using Google Tag Manager on this publisher's website and apps, then delivered a distributed dashboard for the  client and its network of third ­party contributors.

We're proud to have been selected as a Klipfolio Partner in 2014, giving us discounted pricing for our clients and access to higher-tier phone and email support. We take the administration of users and seats off of our client’s plates, and pass on best practices from dedicated partner training and the Klipfolio partner community. Klipfolio's key features include:

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9 Lessons Learned Implementing Enhanced Ecommerce

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google analytics enhanced ecommerceGoogle Analytics Enhanced Ecommerce has been out of beta since June 2014, giving online retailers and marketers loads of new insights and making life easier for analytics administrators. Here at Empirical Path, we’ve learned a lot helping our enterprise clients plan (see #2 and #8) and implement (see #3 and #4) this complex upgrade. There is much to like in this powerful Google Analytics plugin, and we are excited about the growing number of integrations coming online from leading ecommerce and tag management providers.

We recently asked our team to share their top tips for making the most of Enhanced Ecommerce, including any pitfalls (see #6) to avoid along the way. Here is what they had to say:

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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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