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Importance of Integrated Marketing Analytics

As marketers, we know setting goals and business objectives is imperative. Seeing the results of any marketing program helps us make decisions about budgets and adjust based on actual performance, rather than throwing darts at a board and picking a numbers that sound doable. Grounding our decisions in data gives us support for the direction of…

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PR and the Google Customer Journey to Online Purchase

In 2015, Google released its Customer Journey to Online Purchase insights tool and there was much rejoicing. Marketers and communicators found great value in Google’s generic models for how customers made decisions with marketing inputs. However, many were concerned that its overly broad models – “business and industrial”, for example – could mean a B2B…

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Facebook Reacts to Facebook Reactions

Oh wow! Surprise! Facebook has finally released the new Reactions globally across the platform and the reactions have varied from like to love. Some have used them haha’ing their way through crazy memes, crying while watching/sharing Lorde’s powerful David Bowie tribute, then getting angry at a variety of things that I won’t share for fear…

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3 Google Analytics Issues to Correct for Better Data

In between those times where you use Google Analytics to do reporting, there is plenty of maintenance to do to ensure that the data that you rely on to make decisions is accurate and will lead to the best decisions. I’m going to cover three Google Analytics issues that come up regularly in our work…

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3 Questions to Ask of Any Strategy

When we’re approached about strategy at SHIFT, we’re often being asked about the reasons behind why we’ve made the recommendations or choices we have about the approach to a program. Alternatively and understandably, clients want to try the shiny new marketing thing they’ve heard about – social media, remarketing, retargeting, and so on. With a…

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Fix Google Analytics Referral Spam

Attention Google Analytics: you have a problem that desperately needs your attention. Referral spam is getting out of control and messing with the data we gather for ourselves and our clients. That valuable data is used to make business decisions, and referral spam is affecting that data. While we wait for a permanent solution from Google, we’ve…

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Data-driven still needs human decisions

Unless you’re blind and deaf (or not a techie), you’re aware that in the past week or so reddit had a meltdown. During the raging debate that followed re: firing Ellen Pao (and why Alexis Ohanian chose to tell the world on Friday afternoon), a redditor linked our blog post on worst days and times to…

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Better Client Insights Begin With Why

Why? This question is one of the single most powerful tools I use on a daily basis. “Why?” helps me develop knowledge and insight into each of my client’s businesses and programs. The basis for strategic decision-making and accompanying tactics comes from understanding why clients take the actions they do. Last-minute requests have a reason…

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3 Ways to Recover From Hacking

Agencies are hired to do a multitude of services for companies across the globe and sometimes that means the exchange of passwords and servicing software accounts from social networks to CRMs. We can (and will) tell you that good and strong passwords, while difficult to remember, are the key to keeping your accounts safe. Even…

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The Citizen Analyst Manifesto, Part 2: Curious

In this series, we’ll explore what it means to be a citizen analyst, what values you stand for, and what qualities in the world you adamantly must oppose. Be curious of nature. One of the driving forces of the citizen analyst is curiosity. Citizen analysts don’t accept blanket statements at face value, especially when presented…

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