Digital Marketing & CRO
A Practical Guide to Cohort Analysis
Analyzing groups of customers who share a starting point, such as the month they signed up, to see how their behavior changes over time. What is at stake Cohort...
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2013 articles with this tag
Digital Marketing & CRO
Marketing Mix Modeling, Done Properly
A statistical method that estimates how much each marketing channel contributes to sales using aggregated historical data rather than individual tracking. The k...
Digital Marketing & CRO
Net Promoter Score: What Actually Works
A customer loyalty metric based on one question, how likely someone is to recommend a company, answered on a 0 to 10 scale. Where most projects go wrong The usu...
Digital Marketing & CRO
Brand Lift Studies, Done Properly
Experiments offered by ad platforms that measure how advertising changes awareness, recall or consideration by surveying exposed and unexposed groups. Why does...
Digital Marketing & CRO
Churn Analysis: The Decisions That Matter
Measuring and understanding why customers stop buying or cancel subscriptions, and which customers are at risk of leaving. At a glance Churn rate the share of c...
Digital Marketing & CRO
Statistical Significance in A/B Tests: The Decisions That Matter
The statistics behind deciding whether a test result is real or just random variation, including sample size and confidence. What is at stake Most failed experi...
Digital Marketing & CRO
A Practical Guide to Offline Conversion Imports
Sending sales that happen after a click, such as phone orders or closed deals, back into ad platforms for measurement and bidding. The key figures Click identif...
Digital Marketing & CRO
Google Consent Mode: What Actually Works
Google's framework for adjusting tag behavior based on user consent choices, including modeling for users who decline. Where most projects go wrong The usual mi...
Digital Marketing & CRO
A Practical Guide to Server-Side Tagging
Running tag containers on a server instead of in the browser, so data is collected and forwarded server to server. Why does it matter? Server-side tagging can i...
Digital Marketing & CRO
Remarketing Campaigns: What Actually Works
Ads shown to people who already visited a site, used an app or appear on a customer list. At a glance Audiences built from site visits, app use or customer list...
Digital Marketing & CRO
Demand Gen Campaigns: What Actually Works
Google's visually driven campaign type that runs across YouTube, Discover and Gmail to build demand rather than capture it. What is at stake Demand Gen reaches...
Digital Marketing & CRO
Local Services Ads, Done Properly
Google's pay-per-lead ads for local service businesses, shown above search results with verification badges. The key figures Pay per lead advertisers are charge...
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