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An article was published this morning by eMarketer that highlights the criticality of data. You can read the full article here. The survey results reveal that more than 3 in 4 marketers feel the greatest deficiency among marketing agencies is their lack of analytics and meaningful KPIs. See chart below.

Industry experts report that marketers this year will spend $171 billion on paid advertising. Those advertisers, and their bosses, will experience much anxiety because in many cases they won’t know what worked and/or how well it worked. Here’s a quote from a famous man that underscores this -

We often hear from clients that the online marketing world is tough to navigate. They rely on us to provide guidance and clarity so they can make the best decisions for their business.

The following post originally appeared in WorkIt Richmond, an online resource for small business owners in central Virginia.

The internet is the most trackable and accountable marketing medium we have today. Marketers and business analysts want more information about their visitors while visitors want their privacy. It's a tug-of-war.

What Is Not Provided?

I recently wrote about the importance of setting expectations. I explained why they’re so important, how they should be set, and how they can greatly influence our perception of success.

By default, Google Analytics provides us with nearly 70 standard reports. Add in dashboards, intelligence alerts, and real time reporting and that number jumps closer to 80. 80! That's 80 different ways to slice and dice your website's data. But wait, there's more! Most reports will visualize your data multiple ways, including as a pie chart, word cloud, comparison chart, pivot table, and map overlay.

In this installment of “Back to the Basics,” I want to share with you one of my absolute favorite features of Google Analytics: Advanced Segments. (I realize the irony in spotlighting a feature that uses the word “advanced” in a segment called “back to the basics” - just roll with me here).