Insights
Blog Articles. Case Studies

Looking ahead to the new Google Analytics: first steps

By now you’ve probably heard about a new version of Google Analytics, called GA4. It has been more than seven years since Google introduced its last platform overhaul with Universal Analytics. The new GA4 transforms how we look at analytics by marrying user data from mobile apps and traditional desktop websites. Here are some of […]

How to Distinguish Prospects from Returning Members on your Marketing Site

Differentiating prospects from members in marketing analytics reports is not only achievable, it is not hugely difficult, and is a game-changer for marketers, especially for SaaS companies.  If your marketing site is visited by existing members looking for a login link, you have probably at least scratched your head about how this extra noise affects […]

Integrate Web Analytics and CRM for Deeper, More Actionable Customer Insights

Marketers often struggle to visualize online and offline customer interactions together for a more complete view of the customer journey. But they owe it to their stakeholders to track the full funnel. More importantly, they must act on those insights to drive value. As Deloitte describes in their report, Digital CRM 2.0, “The dependence on […]

Best Practices for Using UTMs to Create Business Value

Part one in a series of articles about how to successfully create and leverage UTM parameters in your landing page URLs and build a scalable naming structure for actionable cross-channel and MTA reporting. In digital marketing, UTM stands for Urchin Tracking Module. Urchin was the name of Google Analytics before Google bought it. In practice […]

Tracking Healthcare Customer Journeys

Whether you are marketing to a payer, a practitioner, or a patient, mapping and monitoring their progress through the online customer journey helps you discover gaps, opportunities, and pain points hiding in your online experience.  Web and app analytics data alone never paint the entire picture of your total customer experience.  Using those tools to […]

Case Study: Head Start uses website data to drive marketing communication strategy

Challenge   The Office of Head Start charged its contractor Trans-management Corporation with improving the measurement and impact of website content and applications As schools began to close due to COVID-19, parents and educators clamored for information and advice on the OHS website to support new learning environments Leadership asked the Insights team to better understand […]

The Benefits of Analytics for the Public Sector

With unprecedented change unfolding around us daily, more people than ever are turning to public sector organizations for everything from services to information. This puts increasing pressure on government professionals to gather and use data efficiently for insights about the public’s needs. One area of particular importance in this moment of limited face-to-face contact is […]

Top Tips to Maximize Government Analytics by Expert Consultants

In this challenging time, government agencies are under more pressure than ever to put web and app analytics to work by creating insights that can help their stakeholders. That’s why we’ve compiled some of the biggest challenges in utilizing analytics for the public sector (based on our Federal agency, state university, tourism bureau, and business […]

7 Types of Attribution Models

We’re in a challenging moment for almost every organization, and understanding the impact of every dollar spent has never been more important. Attribution modeling allows marketers to analyze how much credit each marketing channel and customer touchpoint should receive for a given conversion. Over time, this approach enables marketers to optimize their programs toward the […]

Common Attribution Mistakes

In an increasingly multichannel world, it’s essential for marketers to employ attribution modeling to understand how their various marketing channels and customer touchpoints contribute to conversions. However, just 58% of marketers surveyed say they have a working attribution model. Despite all the value attribution modeling can add to your business, it clearly comes with significant […]

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