29
Dec

The Basics of B2B Web Analytics

By: Stela Yordanova
Understanding B2B web analytics is understanding how B2B and B2C audiences are different and what is different in the way each audience makes purchasing decisions. In the consumer world it usually takes only one person to research and make the purchasing decisions while in the business world it takes several people to research and take...
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25
Apr

How to Effectively Leverage UTM Parameters

By: Kristie Colby
While their use has been around for quite some time, I’ve found that many marketers are confused about how they should be leveraging UTM parameters to track their digital efforts. UTM parameters are tags added to the end of a URL that will allow marketers to obtain data from different marketing campaigns. The tagged UTM...
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16
Nov

Google analytics pivot tables – structure and examples

By: Stela Yordanova
By default, Google Analytics loads reports in the data table view. This setting can be changed to present data in another visual format. In this post I’ll discuss how to take advantage of Pivot Tables. I’ll show you how to modify pivot table options, structure and format to better analyze and understand website performance.
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29
Jul

Seven of My Favorite Custom Advanced Segments for B2B Websites

By: Stela Yordanova
Advanced segments offer additional insights over the standard Google Analytics reports. There are some predefined segments already in Google Analytics, and users can build their own custom segments tailored to their specific business needs.   I love to use advanced segments when reporting on website performance.  Here are 7 of my favorite custom segments that...
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18
Aug

UTM Tagging Dangers & Best Practices

By: Josh Hill
UTM tagging is a popular but nevertheless mysterious method of tagging URLs to edit or augment visitor data in Google Analytics. Most Analytics experts know that Google purchased the Urchin log/web analytics system (along with its “Urchin Tracking Module”) in 2005 and turned it into Google Analytics, and that has something to do with why...
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23
Aug

A Hiring Checklist To Find The Right B2B Search Marketing Agency

By: Patricia Hursh
  All search marketing programs are not created equally. This rings true most profoundly in the B2B marketing arena where shifting corporate demands, streamlined staffs and reduced budgets produce unique challenges for both B2B companies and the search marketing agencies they hire. Follow this B2B search marketing agency hiring checklist to find a long-term partner...
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10
Jan

Web Marketing – 5 Need-to-Know Trends for 2012

By: Dale Hursh
The only thing that’s certain is change. And the only change that’s certain in web marketing is that every year will bring more and faster changes. To compete in web marketing in 2012, it’s essential you have either a well-trained in-house team of experts – if you have the required resources – or hire a...
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